How to Use YouTube for Social Media Marketing

Apr 12, 2019 -- Posted by : emily

Image showing how to use YouTube for social media marketing

When companies are developing their social media marketing plans, they often focus on the major players, mainly Facebook and Instagram, and maybe Twitter or LinkedIn. However, YouTube ads and videos are powerful ways to grow your brand reach and attract potential customers. In fact, YouTube has over 1 billion highly engaged users who spend hours each day on the platform.

Unfortunately, many marketers are hesitant to incorporate this platform into their strategy because they are unsure of how to use YouTube for social media marketing. Here are a few tips to get you the best possible results from organic and paid YouTube.

Create Content with SEO in Mind

Just like your website, your social media presence is a tool for increasing search engine rankings. Creating videos, descriptions, and ads with your SEO strategy in mind can impact how likely people are to come across your content when searching for related terms. This is especially important for content like explainer videos, product demos, and instructional content.

Be Active and Engaging on the Platform

Don’t forget that YouTube is a social platform. That means that organizations should have a presence within their community, not just put out content. Find users who complement your brand and be sure to comment on their videos and subscribe to their channels. This makes other users more likely to interact with your content and proves to the community that you are not just another faceless company.

Photo showing an image of a skateboarder being used for YouTube ads

Grab Attention — Quickly

You only have a certain window of time to catch people’s attention before they exit your video. While YouTube says that the first 15 seconds of a video are the most crucial, you should be capturing attention well before that (especially for ads). Within the first few moments, pique curiosity with teasers, questions, or a cool visual to make sure viewers watch enough of your video to take further action.

Treat Your YouTube Channel like a Website

Your YouTube channel is an extension of your brand, just like your website. It’s helpful to treat your channel like your homepage and each video as a sub-page. There should be a fluid flow from one video to the next, so the user path makes sense. Also consider adding a CTA to each video, so users can take further action, the same way they would when on your website.

Learn About Your Audience

Any time you introduce a new element to your marketing plan, it should be done with your target audience in mind. However, the audience might differ slightly from one platform to the next, so it’s important to take the time to learn the specific characteristics of your YouTube audience. For example, are they generally older or younger than your Facebook audience? Do they interact with video content better than written content? Are they looking for informational content or entertainment? Knowing these characteristics can help you build targeted, relevant content.

Know Which Types of YouTube Ads Are Best For Your Content

There are different types of YouTube ads that can reach your audience in different ways. The main categories are:

  1. TrueView ads. TrueView ads are skippable and run at the beginning of videos. They are versatile and reach a wide audience, so they are a good option for getting started with YouTube ads or testing content.
  2. Non-skippable ads. As the name suggests, these ads cannot be skipped. They can be placed either at the beginning of a video or at the midpoint of a 10-minute or longer video. These ads are best if you have already defined a specific target market and want to tell a deeper story.
  3. Bumper ads. Bumper ads are 6-second, non-skippable ads that are placed at the end of videos. They are great for repurposing longer video clips and for remarketing campaigns.

Keep Mobile in Mind

This is a tip you’ll find for just about any digital marketing topic. In 2018, 52% of Internet traffic came from a mobile device. This number has been steadily climbing throughout the years and doesn’t show any signs of slowing down any time soon. Make sure to optimize to mobile by making sure videos are the proper dimension and are still effective even when sound is turned off.

Now that you know the basics of how to use YouTube for social media marketing, you can go ahead and get started! Remember, anytime you add something new to your strategy, you are going to have to take the time to test what works best for your company and what resonates with your audience.

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