Creating a YouTube account is a simple step, and creating a channel for your brand is also quick and easy. But, at a time when everyone knows the potential of this platform, having a presence is not enough. A brand must stand out by making its channel a go-to destination. Otherwise, you risk getting lost among more than three billion videos watched every day on YouTube.
This is why brands need a YouTube action plan that covers all aspects of their channel, including graphics, video content and comment moderation. Below you can find eight tips for creating your own action plan, with a view to creating your brand's channel as a reference in the sector.
1. Create a Calendar
While you often may not have the resources necessary to create new videos every week, creating a calendar and sticking to it will force you to create new content on a regular basis. This will make visitors return to your channel which, in the end, is what you want. One way to make sure that new videos appear regularly is to create a series with the same graphic theme. This method will definitely help you when you lack ideas for creating new content. For example, if you manage a green space maintenance company, you could create a series of videos explaining the essential steps (how to) in small tasks in that area.
By using an activity calendar, you can launch a teaser to your followers on redes sociais choose the type of content you will publish. You can and should also synchronize the publication on YouTube with other profiles you have in other redes sociais, for cross-promotion.
2. Keep them short
YouTube allows fifteen-minute videos, but the longer they are, the less likely they are to capture viewers' attention. Keep in mind that people who visit your channel may not have all that time. Telling a story in just a minute or two will help ensure that as many viewers as possible can watch and fully understand your entire message. Many brands end up uploading their television ads to YouTube, which typically last less than five minutes.
3. Promote
One of the biggest features of YouTube is its sharing functionality. On the other hand, with forty-eight hours of video being uploaded to YouTube every minute, there is intense competition for the attention of the site's users. This is why it is essential to use all your digital media to promote your channel and its content.
Start by publishing your videos on all redes sociais to increase your visits, but remember that this will not necessarily generate traffic. You should also make sure that you are publishing links to the channel, actively encouraging users to subscribe to it. Increasing your subscribers will significantly increase the possibility of people viewing your new videos as soon as they enter the YouTube home page.
Another critical success factor is optimizing videos by introducing a title with target keywords, a detailed description (the more the better) and relevant keywords in the tag field. Filling in the textual details correctly will make it easier for any visitor to find your videos, as the Google puts YouTube videos on the first page of search results.
4. Have an aesthetically cared-for Channel
YouTube gives you several options to create a custom look for your channel. At this point, make sure that an aesthetic reflection of your brand's digital presence is created. Therefore, to ensure that your visitors know when they start watching your video that it originates from your organization, it is crucial that you use the logo and color palette that are already associated with your brand.
5. Don't ignore the comments section
There are two separate areas where there is a need to monitor comments. Users can not only comment on your channel's homepage but also on each video you publish. Channel administrators have the option to allow all comments, moderate comments before approval, or not allow comments at all. This is the case for both the channel and each video. Additionally, comments can be moderated after they are published by reporting them as spam or simply removing them from the comments section. It is also very important to monitor all conversations that take place in the comments box of videos and the channel to make sure that you answer all questions that require answers and that you moderate any inappropriate content that may appear. The important thing is that you never ignore the comments. It is also obvious that you should not delete all negative comments, but you can set standards of conduct to delete comments with offensive language or any other offensive content.
6. Choose your highlight video wisely
First impressions are the most important. So, whenever someone comes to your channel, wouldn't you rather show your best side right away? Select a good quality video that provides entertainment, is timely and relevant. Change your highlight video regularly to keep your channel fresh and appealing. It's also important that your highlight video has a catchy title that makes people want to watch it.
7. Create Related Content Playlists
Creating playlists is an excellent way to help your visitors find more content that interests them once they finish watching the video. With YouTube's new layout, brands can highlight playlists, right in the center of the channel page. Within this playlist, your users can easily find and view related videos, one after the other, without having to click the play button. Just don't forget one thing: label each playlist appropriately, so that all your visitors know exactly what they will find in each one.
8. Pay attention to statistics
YouTube offers you statistics for your channel. This means that you have access to data such as views, subscribers, likes, comments or shares. In addition, it also has demographic data such as location or gender of those who visit. All this, also on a video-by-video basis. By reviewing this information, you can fine-tune how you use your channel's content, to provide an even better experience for your visitors and subscribers.