A lot of marketers sometimes overlook the potential of marketing on YouTube. While some consider it to be a video platform, others see it as a social media platform, but either way, there are plenty of marketing opportunities there for brands and corporations.
The platform can become an even more powerful tool of a company’s target audience already on YouTube, considering that there are over two billion users and it’s one of the most used platforms in the US and globally.
In that regard, it doesn’t really matter what digital marketers think the platform is, as long as they take advantage of the benefits that it can provide for many.
Of course, the first thing that any company looking to utilize YouTube in its marketing efforts is to create a channel for the business. This is different from a personal channel as it allows multiple people to use the account at the same time.
A business account also allows to create and manage many YouTube channels, although these two options might not be that useful for businesses that are just starting out, it’s a good option to have them handy in the future.
Companies that are just starting to use the platform should take the time to learn about YouTube’s demographic to get a better understanding of what their target audience will find engaging and interesting in terms of content.
Business channels specifically have access to analytics on the back end of the platform which provides a lot of information about the channel’s audience in particular. Channels also have a Community tab where they can communicate and connect to the audience more directly.
Much like with all other platforms, YouTube can be a very competitive space, which is why brands should audit their competitors to see how their own channels are measuring up, and identifying potential opportunities. With the help of Google Ads, companies are able to lookup certain keywords for their industries and see some of the most popular brands in the same field.
Then, they can look up their YouTube channels to see their viewership statistics, subscriber counts, types of videos they’re creating, and even read through what the viewers are saying about the content itself.
YouTube has a search bar at the top of its page that is a search engine for the platform, and when searching for content, the results are ranked according to their titles, descriptions, keywords, and other details. There is also the recommendation algorithm on YouTube which determines a large percentage of what people are going to watch.
Due to these factors, brands should be optimizing their video content on YouTube to stand the best chance for their videos to show up in the search results and to get more eyes on the content and the brand. With a strong, yet short video title, relevant keywords and descriptions, and genuinely engaging content, companies can easily stand out from the crowd on the platform.
Ronn Torossian is CEO of 5WPR, a leading PR firm.
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