YouTube is a video sharing platform where users upload, watch and share videos. Latestadvancements on this platform allow users to watch or share Livestream content. As of 2021, it is estimated that YouTube has more than 2.1 billion users worldwide. This high number provides an opportunity for businesses to create brand awareness to their target audience.
How to get started on YouTube
1. Defining your goals
It is the initial step of deciding why you want a YouTube channel. For instance, you can join YouTube to advertise, educate or increase sales. You can combine multiple goals you want to achieve from the channel.
2. Creating a channel
You need a google account to sign up for YouTube. You can either use an existing or create another one. You will also be required to answer a few basic question and you will be done with signing up. You can start customizing your channel starting with the channel icon and About section.
3. Making and uploading videos
Look for the relevant tools necessary for production of video content for your channel. For example, many content creators have cameras, computer and video editing software’s. When done with creating the content, you can review and upload it to your channel.
4. Creating playlists
After uploading multiple videos on your channel, start organizing them in groups called playlists depending on their relevance for viewers to understand the flow from one video to another. They will also be able to differentiate one type of content from another.
5. Sharing videos
Share your videos with your audience to create awareness about your video content. This process starts with sharing the YouTube link on multiple platforms such as YouTube community, and other social media platforms.
Use YouTube analytics to determine how you are engaging your audience. This information enables you to improve on your content to produce what catches the attention of your target audience.
7. Engaging your audience
Keep track of your video content to ensure you monitor the performance of each video and engage with your audience whenever required.
8. Making yourvideos accessible
Adding captions to video content is a strategy used to increase the size of your audience. Users who do not understand your language will still benefit from your content.
9. Choose who can access your channel
Channels owned by companies and multiple people can have limitations on who can access the YouTube account. It is an important feature that ensures only authorized parties can manage the channel.
10. Consider going live
Live videos are among the current YouTube Trends. These features allows real-time engagement of the content creator with the audience. It is important for business since customers can get immediate feedback on their queries. It builds trust andconfidence in the brand.
YouTube as a tool for branding
Companies can utilize the high number of users on YouTube platform for branding purposes. It is a strategic decision that aims at ensuring the target audience is aware of the company and its products (Ju-Pak & Lee, 2012). Below are tips that canbe used for banding on YouTube.
- Building a mail list
Creation of YouTube videos for your audience is a good place to start since it allows you to gatheremails from potential clients. The strategy used is called lead magnet, itinvolves the use of incentives to make your audience submit their contact informationto you. Examples of items to be offered include;
- Free trial of the product
- An eBook
- A report
- A premium video
- Focus on generating qualified traffic to your website
Focus on the YouTubeusers who have shown an interest in your products. You can start withidentifying users who frequently search for your content, view and engage withyou. It is easier to design the content for such users and redirecting them toyour website.
- Improve your SEO efforts
While posting onYouTube ensure you include your keywords as it has an impact on the searchrankings. In the long run, these efforts will enhance your online presence.Your video content will be part of the search results especially when users areusing Google as the search engine (google owns YouTube).
- Include CTAs in your video content
There are highchances that if you include a call to action in your videos you are going toexperience increased engagement. It implies that there will be more clicks ascompared to the regular CTA. This makes YouTube a powerful marketing platformthat enhances the brand’s online presence. Examples of CTAs can include;
- Joining a program
- Signing up for the newsletter
- Visiting your blog/website
- Like and share content
Advertising on YouTube
Before highlightingthe steps of advertising on YouTube, it is important to know the type of adsrun on YouTube. They include:
- Overlay ads
- Display ads
- Sponsored ads
- TrueView ads
- Non-skippable instream ads
- Bumper instream ads
Upload the video toyour YouTube channel
The process involvesnormal video upload to the channel before starting to configure the Google ad.
i. Create a newcampaign in google ads
After uploading yourvideo, go to Google ads account and choose the type of campaign from theavailable options (YouTube Advertisers, 2015). Google provides the followingcampaign options; search, video, display, shopping and universal app. You canthen choose a single goal from the goal types.
ii. Configure yourcampaign
This processincludes activities such as choose campaign name, setting the budget, choosingyour start and end dates, selecting your networks, language and location,bidding strategy (CPV, CPM, vCPM or CPA), inventory type, and contentexclusion.
iii. Select yourtarget audience
You can give adescriptive name of your target audience. Include demographics such as age,gender, and location.
iv. Select where youwant your ads to show
You can choose thetype of content that you prefer your ads to appear. You can use keywords atthis level.
v. Select yourmarketing video
Use the search barto identify or search for the marketing video from the available uploadedcontent.
vi. Configure yourYouTube ads Video
You can choose thevideo formats from the options based on the campaign selections you made. Click‘Save and Continue’ to finish the process.
Ju-Pak, K. H., &Lee, K. Y. (2012). When Consumers Advertise Brands Online: A New TheoreticalModel of Ad Effectiveness for the YouTube Generation.The Korean Journal of Advertising,1(1),153-185.
YouTube Advertisers.(2015). How to Advertise with YouTube Video Ads [video file]. Retrieved from https://www.youtube.com/watch?v=PC2-D-OyLA0