I want to provide you some useful tips for increasing your social media presence using YouTube. For a long time, the only YouTube strategy was viral video. The days of your video becoming viral on YouTube are quickly disappearing. It’s not totally over, though. Especially considering that Gangnam Style was the first video ever to hit 1 Billion views in just 5 months. While your company’s dance team works on the next viral video in the lunchroom, let’s look at a more practical strategy for YouTube video marketing in social media. Though online video and YouTube are still very effective, we need to focus on a strategy. According to ComScore, 181 million US internet users watched more than 39 billion online videos in September 2012. With the increased sales of smart phones and tablets, this number will continue to grow. We know people are watching, but how do we use that information in social media?
1) Create videos people want to watch
Video needs to create an emotion in the hearts and minds of the viewer. Know your target audience. Do you want them to laugh, cry, or be angry? Make your video reach that emotional goal. YouTube has a new focus on engagement instead of clicks. This means that time spent on a channel is more important than clicks on a video. This is also more in line with the way Google ranks web pages. We, as video creators, need to increase our focus on quality content that people want to watch. It is also important to note that YouTube has been cracking down on channels that have fake views. Some channels have recently seen their view reduced because of fake views. Don’t even think of using one of those services that will ‘promise’ you so many views per month. Not all companies that claim to increase your views are bad, but buyers should definitely beware and choose a company that will get your videos viewed by real humans who want to watch it.
2) Create content people want to share
The whole idea behind social video is to have people sharing your content. Brands need to move away from traditional video advertising. One way that brands and individuals have found YouTube success is by collaborating with others. Do you already have an audience? You can partner with another video creator to create a video. Both you and your video partner introduce your respective audiences to the video on social media, thus growing your audience. TV shows used to do this all the time. Remember when Magnum PI was on Murder She Wrote?
3) Make your video YouTube friendly
YouTube has gone through a lot of changes this year. It even had a new design put in place in December to help focus on engagement. Make sure you have a good avatar. This is the image that represents your channel and is beside any comments you leave. It should represent your brand well. Make sure your channel has a good description and that it includes keywords.
4) Be part of the community
YouTube has been working on making it easier for people to subscribe to channels by introducing a guide on the home page. They have also made this guide available on other devices. They have also implemented a simpler cleaner design through the entire site. You can also now share your video on other social networks, like twitter, Facebook, and Google+ right from the upload page. You can even add a custom message.
To increase your social media participation, create a video response to someone else’s video or make a comment on another video that has the same target audience as your videos. Remember, there is a right way and a wrong way to do this. It ought to go without saying that one should never go to the competitor’s YouTube page and try to steal their audience. We should be part of the community, especially commenting on user-generated content. Lastly, approach others who have blogs, forums and other websites to help you promote your videos to their audience.
Will you leverage YouTube as part of your social media marketing in 2013?