Brands often approach their YouTube strategy the same way they approach their other social media strategy, but they may be missing out on an untapped audience. Unless you stumble upon viral video gold like Old Spice, people on YouTube are not here to watch videos about your brand. If you really want to engage with the YouTube audience, create videos that will actually benefit the user in some way. The key here is to research what people in your target demographic are searching for on YouTube, the world’s second largest search engine behind Google.
Brands often approach their YouTube strategy the same way they approach their other social media strategy, but they may be missing out on an untapped audience. Unless you stumble upon viral video gold like Old Spice, people on YouTube are not here to watch videos about your brand. If you really want to engage with the YouTube audience, create videos that will actually benefit the user in some way. The key here is to research what people in your target demographic are searching for on YouTube, the world’s second largest search engine behind Google. Let me give you an example. Say you’re a food brand. Instead of just uploading commercials and promotional videos that are brand-specific, you need to create new content based on what you think your target market would search for on YouTube. For example, the top videos for “how to grill chicken” can net you fifty to one hundred thousand views. “How to bake a cake” can potentially earn a million plus views. You can work your brand into the video, but the key here is to inform the viewer, not push your product or service. When you create your videos, make sure you title, describe and tag your videos appropriately so users can find them organically through YouTube’s search feature. I run a personal YouTube channel with just over 300 subscribers, but I have a couple of videos that have received over 10,000 views, with most of the views attributed to organic search or related video suggestions. No matter what your brand is, there are bound to be ways for you to provide information that your target audience is actively searching for. Create the right videos to address these searches and you will find yourself attracting a larger audience without any additional advertising budget!
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