by Michael Jaindl on Mashable
Michael “MJ” Jaindl is chief client officer at Buddy Media, maker of the social-enterprise software of choice for eight of the top ten advertisers in the world. Visit Buddy Media’s blog for more on social marketing.
Creating an account on YouTube is simple, and building a channel for your brand is quick and easy. But at a time when most brand managers know the potential of this video-hosting medium, it’s not enough to simply have a presence. A brand must stand out to viewers by turning its channel into a destination. Otherwise, it runs the risk of getting lost among the more than 3 billion videos already viewed on YouTube each day.
This is why brands need a YouTube game plan that covers all aspects of the brand channel, including aesthetic, video content, and comment moderation. Below are eight tips for creating such a plan and turning your brand’s YouTube channel into a video hotspot.
1. Create a Schedule
While every brand may not have the resources to churn out new videos every week, laying out a schedule and adhering to it will force you to create fresh content. That will draw people back to the channel, which is what you want. One way to make sure you’re creating regular video content is to develop a recurring series with a theme. This will make it easier to come up with ideas when you are stuck. DirecTV, for instance, has a playlist on their official channel devoted to how-to videos that provide users valuable information on their dish product.
Using an activity calendar like the one shown above, you can remind your social networks about the type of content you’re publishing. You can create one yourself by syncing your YouTube content schedule with your other social networks to map out a strategy for cross-promotion.
2. Keep it Short
YouTube generally caps videos at 15 minutes, but the closer you get to that limit, the less likely you are to keep viewers engaged. Consider that those watching may not have that kind of time. Telling a story in one or two minutes will help ensure that anyone watching sees your entire message. Many brands upload their television ads, which are usually under five minutes, to YouTube. A good example is Acura’s Super Bowl commercial featuring Jerry Seinfeld, which has received more than 18 million views.
3. Promote
One of the great things about YouTube is its sharing functionality. On the other hand, with 48 hours of video being uploaded to YouTube every minute, there is a lot of competition for eyeballs on the site. This is why you must use existing digital assets to promote your channel and its content.
Start by posting your videos across social networks to increase viewership, but remember that this will not necessarily drive traffic. You must also make sure you are posting links to the channel itself and actively encouraging users to subscribe. Earning subscribers will increase the chance that people will see new videos as soon as they log in to the YouTube homepage.
It is also critical to optimize videos by entering a title with targeted keywords, a detailed description (the more the better!), and relevant keywords in the tags field. Filling in the important textual details will make it easier for users to find your videos because Google displays YouTube videos on the first page of search results.
4. Have a Channel Aesthetic
YouTube gives you plenty of options to create a customized appearance for your channel. Make sure you create an aesthetic reflective of your brand’s overall digital presence. To ensure that visitors know they are watching a video coming straight from your organization, use logos and colors they already associate with your brand. In this example, Ford uses a simple design with a header that provides a familiar feeling to those accustomed to seeing Ford’s online presence.
5. Don’t Ignore the Comments Section
There are two separate areas where you need to monitor comments. Users can comment on your channel homepage as well as below individual videos. YouTube administrators have the option to allow all comments, moderate comments before they are approved, or disable all comments. This is the case for both the channel and for individual videos. Additionally, comments can be moderated after the fact, by reporting them as spam or simply removing them from the comments section.
It is important to monitor the chatter on videos and your channel page to make sure you are responding to conversations that warrant a response, as well as moderating inappropriate content that may pop up. Because comments are displayed so prominently, you can’t ignore them. Of course, you shouldn’t delete every negative comment, but you can set standards for deleting comments with foul language or other offensive content.
6. Choose Your Featured Video Wisely
First impressions are everything. So when someone lands on your channel, don’t you want to put your best foot forward? Select a high-quality video that is entertaining, timely, and relevant. Switch the featured video regularly in order to keep your channel fresh and appealing. You also want to make sure your featured video has an eye-catching title that will make people want to watch it.
The homepage for the Under Armour channel has a good example featuring Cam Newton. Notice the starter image that appears beneath the play button. You have the option to change the starter thumbnail within the video’s settings, too.
7. Make Playlists of Related Content
Creating playlists are a great way to help viewers find more relevant content once they are finished watching a video. With the new YouTube layout, brands can place featured playlists front-and-center on the channel page. Within a playlist viewers can easily find related videos and can watch them, one after the next, without needing to manually press the play button. It’s important to make sure your playlists are accurately labeled so that users know exactly what they will find within each one.
8. Pay Attention to Analytics
YouTube provides free analytics for your channel. This means you have access to performance data (views, subscribers); engagement data (likes, comments, shares, etc.); demographic data (location and gender of viewers); and per-video metrics. By reviewing this information you can better gauge how effectively you are utilizing the content on your channel and how you can fine-tune it to create an even better experience for your viewers and subscribers.
Editor’s Note: Ford and Under Armour are clients of the author’s company.
Image courtesy of iStockphoto, ozgurdonmaz
