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According to Global Media Insights, YouTube is the second most popular social media platform and the second-largest search engine, after Google. In today’s digital era, it’s imperative to have video content in your business’s social media marketing strategy. Video content allows you to interact, entertain, inform and promote your company. YouTube isn’t just a platform to release fun videos. It can also be incorporated into your social media marketing strategy to help your business convert subscribers to followers.
In this article, we discuss the benefits of using YouTube, how to promote your business’s YouTube channel, how top YouTube gamers/influencers promote on YouTube and how to convert your subscribers to business followers.
Benefits Of Using YouTube
Many business leaders claim their audience isn’t on YouTube and are instead on Instagram, Facebook, Twitter or LinkedIn. They are, however, only partially correct. According to Statista, about one quarter of internet users spend 10 hours or more a week watching videos. Since YouTube has more than two billion active users worldwide and is the second most popular social media platform, marketers should use it as an opportunity to gain followers.
There are five benefits of using YouTube within your social media marketing strategy, according to Grow:
- Easily Reach Your Audience
With YouTube gaining popularity each year, you’re guaranteed to reach your audience by creating video content that can educate, entertain or provide a solution to their problems.
- Improve Your SEO
In recent years, when you search on Google results include videos along with popular blog posts or websites. This is because Google Universal Search looks for videos, images, news or books to provide the most useful information. When creating your social media marketing strategies, it’s important to take advantage of this by writing high-quality articles on your site and creating complimentary videos on YouTube; that way you build backlinks to your site and allow your audience to find your content on Google.
- Content Is Always Relevant
When your business uses YouTube you are able to repurpose content you’ve already created without spending additional resources and time. You can repurpose podcasts, infographics, presentations and blog posts. This enables you to create multiple versions of the same content.
- Consistently Grow Your Audience
Being able to create video content allows you to reach people who otherwise would not see the other content you produce like podcasts or blog posts. YouTube has such a wide audience you’re able to connect with people all around the world.
- Your Audience Helps You Grow
Make sure your video content has a personal touch. It allows people to develop trust with your brand, which makes it easier to decide whether or not to purchase your product or service and dramatically increases your list of potential new clients.
If you’re a marketer for a business, consider creating video content as a strategy for your social media marketing campaigns. Video marketing allows you to create powerful, cost-effective content that many people will see.
How To Promote Your YouTube Channel
Before you begin promoting it you need to first establish a brand for your YouTube channel. To start, you need to create a Brand Account on Google. According to Sprout Social, a Brand Account is one specifically for your brand that connects to your YouTube channel and allows up to 10 team members to manage the account. Next, make sure you pick a channel name that’s similar to your business name so it’s easy to recognize. Finally, according to Hootsuite, make sure to research what your target audience likes. You can do this through YouTube Analytics which provides valuable insights into your subscriber demographics and watch time. Also, make sure you take advantage of the YouTube Survey, which allows you to ask your viewers questions like what they’d like to see from you in the next post or use the comment section to understand what your audience thought of the content. All of this can help you craft a powerful social marketing strategy for your YouTube channel.
Here are several promotional suggestions from Sprout Social you can use to improve your subscriber count:
- Use Engaging Titles And Thumbnails
One of the key promotional tools you can use are titles and thumbnails on YouTube. They can make or break your videos because without an eye-catching title and thumbnail your audience may miss them. However, you don’t want to grab your audience’s attention through clickbait headlines (a title that doesn’t accurately represent your video and brand). Create titles and thumbnails that engage and capture your audience’s attention.
- Optimize Video Visibility
Many businesses have a goal of increasing their views and one key way to implement this is through YouTube SEO. YouTube algorithms use categories, keywords and tags to put your videos on a user’s homepage. Use target keywords in your titles and descriptions. For example, when someone Google’s a “How To” phrase, often a video will pop up. Like many other social media platforms, YouTube uses engagement to help determine how your videos rank in their search results. Next, use categories to help YouTube get a better understanding of who to show your videos to.
- Engage With The YouTube Community
YouTube is a very social platform and represents many interests. YouTube takes into account your interactions with other content creators. For example, simply liking someone’s comment goes a long way to demonstrate your trustworthiness and connection with your audience.
- Cross-promote Videos
When you cover similar topics on YouTube as those on your website or podcast, it’s important to drop links to that content in the description part of the video and encourage viewers to check them out. This persuades viewers to watch your videos all the way through and find additional interesting content.
- Use Strong Calls To Action
There is nothing wrong with asking for engagement – it can actually be very beneficial. Either use the description section or directly state calls to action in your videos. Be clear and tell your viewers what you’d like them to do such as watch your other videos, visit your website, subscribe to your newsletter, listen to your podcast or possibly review products and services your business offers.
All five of these promotional suggestions can improve your business’s visibility on YouTube and potentially convert your subscribers to business followers. It’s important to implement these suggestions in your social media marketing strategies in order to consistently gain views and win over potential customers.
How Top YouTube Gamers/Influencers Promote On YouTube
With almost 2 billion YouTube users there are only a few influencers and gamers that have incredibly high subscriber counts. For example, the largest YouTuber, PewDiePie, started his channel in 2010 and has around 110 million subscribers. In each video, he gives his audience a clear call to action at the end and in his description and provides a link to his website that sells his merchandise. He also always links to his previous videos and uses YouTube’s SEO keywords, categories and tags. On top of that, his attitude and values are consistently present, allowing viewers to connect with him and his brand.
Another popular YouTube account is Mr. Beast. Mr. Beast has 75.1 million subscribers and started creating videos in 2012. In every video, he connects with the audience by trying to make the world a better place by doing things such as planting 20 million trees, giving millions to charities, donating cars to people that need them or giving money to subscribers. He uses a variety of calls to action in each video, whether that’s telling his subscribers to like, comment or share his video or visit his website and purchase the latest merchandise. He always makes sure he connects with his audience by inviting them to view his videos and potentially change their lives.
YouTube is a great platform to share your interests with the world because there is a large chance someone will share the same interests. For example, the gaming community uses YouTube to share interesting videos on specific games, provide “how-to’s” or to just watch users broadcast videos while playing with their friends. One of the most popular gaming accounts is Markiplier. He started his channel in 2012 and has about 30.3 million subscribers with over 16 million views. Markiplier does a fantastic job of engaging with his audience. He makes sure his titles and thumbnails are top quality, his descriptions have keywords and tags so he receives maximum views on each video and he always links to his social media platforms and website.
One more popular YouTube gaming account is VanossGaming which has 25.6 million subscribers with over 14 million views. VanossGaming started in 2011 and is a great example of how dedication and determination prevail. He uses engaging titles and thumbnails to draw viewers into watching the videos, he links to previous videos, his website, his social media accounts and engages with his audience consistently. VanossGaming is unique because he creates videos with other gamers that post the same content. However, most viewers prefer VanossGaming’s videos to the other ones because he is super personable and makes sure every voice is heard.
When your first start out, make sure you demonstrate your business is friendly and actually engage with your audience. Every popular YouTube account has that in common; they all engage with their audience. Using calls to action and linking other content, your website and social media platforms is all beneficial and needs to be implemented in order to be successful on YouTube.
How To Convert Your Subscribers To Business Followers
Once your business has an established YouTube channel it’s important to understand how to convert your subscribers into business followers. Here are three ways to increase your business following:
First, create calls to action at the end or beginning of your video that tell your audience to subscribe or to check out the description which links to your website, social media platforms and any specific product or services your business offers. This allows your subscribers to check out your company and develop a connection with your brand.
Second, use search engine optimization (SEO) within each video. By using keywords, tags, hashtags and categories your videos will draw attention from search engines like Google, which in turn connects your subscribers to your business and allows them to make purchases from your website or check out your social media platforms.
Finally, create videos that build trust and credibility with your audience. Videos give your business a way to demonstrate personality and give your customers a more memorable experience. According to HubSpot, including YouTube video on a landing page can increase conversions by 80%. The more videos you have to help educate and inform your audience the more they will trust your business and brand. The more trust you achieve, the more followers you gain.