Business promotion: YouTube to help
Today, YouTube is the No. 2 search engine in the world. Every day, people spend 61 minutes watching video content. 54% of consumers want to watch more videos from their favorite brand. 57% of purchases are made after watching videos. How to launch a YouTube channel and what to do to ensure that it successfully works on business development?
According to forecasts, in 2020, 90% of all advertising on the Internet will be in video format. Already today video content gives 32% of purchases in retail, 56% - in the field of technology, 31% - in the beauty segment, 35% - in the automotive sphere, 31% - in the tourism sector.
At the start
The success of any business depends on a thoughtful, structured and balanced approach. Before launching the YouTube channel, you need to answer a few questions:
- Why do you create it?
- What result do you expect?
- Who is your target audience: gender, age, targeting (in which cities does she live), her interests, how often does YouTube use it and what is it looking for?
- What niche will your channel occupy (what is its theme)?
- What needs / pains will your channel solve for your target audience?
- Why will the viewer watch it?
When the answers to these questions are ready, think and write 8-10 topics for the video on your channel, divide them into 4 sections and start shooting.
Why do people come to YouTube?
10% - to get inspired
25% - to learn
65% - for fun
Channel design
Packaging plays an important role for the product. If it is bright, stylish and “tasty”, this increases his chances of being seen on the shelves and getting into the shopping cart. So it is with the YouTube channel.
A few words about the key elements of the channel.
- Channel cap: bright, with the image of people / the author of the channel and its name in the center. We do not recommend using a combination of white, black and red colors. It is unclickable.
- A short promise to be written on the header of the channel. For example, do operational reviews of new gadgets, talk about new travel routes every Thursday, and the like.
- Icons with an active link to your other social networks should be located in the lower right corner of the header. Above them is an arrow to emphasize.
In format
Forget about boring videos with emotionless talking heads in the frame and about Hollywood montage. Better focus on content and an interesting and dynamic format. Today the trend:
- Product Reviews
- Reviews about goods, services, etc.
- Product Selection Instructions
- Life hacks
- Vlogs (Video blogs)
- Infobusiness
- Tops and facts
- Answers to interesting questions
- Interview
- Psychological videos
- Travels
- Challenges
- Parodies
- House Tours
- Test drives
- Social experiments
- Videos «how to»
Successful movie:
- Must talk about your product or service, explain its features and benefits.
- Demonstrate the product / service itself.
- Call for action: click on the button and go to the site with the product / service, try your product or service, purchase, order a test sample, subscribe to your channel, take part in the promotion and the like. Studies show that if a video contains a call to action, people are 60% more likely to respond to it than when they are not encouraged to do so.
Do not start without a script
If you started shooting a video and didn’t write a script, you are 99% guaranteed to fail. It is not necessary to write verbatim the text that will sound in the frame (although at first, until we have a hand, we still recommend it), but there should be a short synopsis with theses and key points.
Andrey Shatyrko, founder of the Shatyrko Agency video marketing agency, recommends the following ideal scenario for a YouTube video:
- Teaser (6-15 s - make a short announcement of the most interesting in the video to intrigue the viewer)
- Screensaver (2 s) - bright and “tasty”, should prompt to click on it
- Greeting
- Main part
- Call to subscribe to your channel
- Question to the audience
- Summary
- “Thank you for watching us!”
- Announcement of the next video
- Please like, comment, subscribe to your channel
- «Pa-pa!»
Keep in mind that YouTube indexes your video for 2-3 days. When you change metadata, YouTube re-indexes the video. Therefore, be careful about copywriting and prescribe the correct metadata to increase the chances of your video.
Copywriting for
- Heading up to 100 characters: the keyword at the beginning, the words and the year in brackets in the heading increase clickability. The less complexity and creative headlines, the better. They should be simple and straightforward. The words “secret”, “top review”, “novelty”, etc. in the title always increase the chance of watching the video.
- Cover text (3 words).
- Description to the video: the best option is 142 words, the specified time codes, links to your social networks, website, other videos on the channel, video tags (up to 500 characters).
Be sure to respond to comments. Statistics show: if you communicate with commentators, they return to the channel three times more often. And don't be discouraged if you have haters. They are also kind of fans and affect the conversion of videos.
Promotion with exhaust
Andrey Shatyrko advises the following tools for successful brand promotion on YouTube:
1. Use opinion leaders and bloggers to promote your products, services, services, and the like. But refrain from chaotic collaborations. You must work with someone close to your target audience, whom they will trust.
2. Go with your channel to themed communities and YouTube stories.
3. Make live broadcasts and inclusions from your productions, shops, showrooms. Invite special guests for these videos, share interesting life hacks and secrets there. Make site visitors wait for your content.
4. The video should be such that people want to watch it for at least a minute. The more users watch the video to the end, the higher its conversion will be.
5. Editing, text, headings are minimal.
6. 70% of people watch YouTube from their phone. Remember this and make the elements in the video readable and understandable on the screens of mobile devices.
