What Brands Can Learn From Youtube Personalities
I'm just going to come out and say it; big brands, for the most part, are not great at utilizing YouTube. Many create channels and leave them to collect dust. Others sporadically update with no strategy, consistent content, or really any idea how to best optimize their videos. Some use it just as a platform to post commercials and other random marketing, without seeing much other benefit.
YouTube personalities, on the other hand, KILL it at YouTube. They have to; for most of them it is their sole source of income and personal branding. They think, breathe, eat, sleep YouTube. OK, maybe as a company you have to juggle so many other platforms and marketing avenues that you can't be in a committed relationship with YouTube, but there is still a lot that these influencers do that can be learned from.
- They are consistent in content and clear in their channels intentions: Consistency in king with YouTube. Consistent uploading with a set schedule means YouTube sees you as an asset, since you are creating content for them. The more uploads, the higher you'll rank and the more you'll be listed in recommended and suggested videos. YouTubers work this for all its worth. They also know their channel has a purpose and they focus on that purpose (entertainment, education, travel, fitness, whatever it might be) and make sure it connects to all of their videos in some way.
- They stay on top of algorithm changes: YouTube personalities know all the ins and outs of the algorithm and study every change that might alter how they rank, ad revenue, and search. While you don't have to be up on every little change, it's important to keep afresh every quarter. Aside from keeping up on publications like Moz or Mashable, also keep updated with YouTubers who speak about the changing landscape often; people like Tim Schmoyer, Roberto Blake and Derrel Eves.
- They use SEO to their advantage: SEO is such an important part of YouTube. The right title, tags and descriptions go a long way in getting your content to the right viewers. Creators know how important it is to have consistency of keywords across all three, and how to research tag popularity to rank for the phrases they want. Using tools like SocialBlade and TubeBuddy can be a great start.
- They cross promote to other platforms: YouTube personalities don't just stop at uploading a video, they cross promote to Twitter, Instagram, and anywhere else they might have a presence. A video promoted to your other audiences can increase views and subscribers; likewise making sure your header links out to your other social media accounts can push interested consumers to your other channels with ease.
YouTube takes time and some dedication to succeed, but a lot of brands aren't even giving it the minimal effort. Take some time to learn why the largest YouTube personalities are so successful, and use some of that knowledge to help your own brand.
Ready to learn how to truly optimize YouTube for your channel? Feel free to fill out the form on my contact page and let me know how we can grow your brand!