Successful YouTube marketing

How to create a professional company channel

Author
Marina Pedevilla
Social-Media-Marketer

Moving images are more present than ever in social media marketing. Nevertheless, many companies underestimate the potential of YouTube as a communication tool. Here are some facts and figures that speak for having a company channel: 

  • Almost a third of all internet users, namely more than two billion people, use YouTube. 
  • This makes the platform not only the largest video portal but also the second largest search engine in the world, surpassed only by Google. 
  • Worldwide, people watch more than one billion hours of YouTube videos every day. 

By now, your ears should have perked up. Find out what it takes to be successful on YouTube and why YouTube can take your company marketing to the next level!

It all starts with ... a tailor-made YouTube strategy

Videos are currently setting the tone in social media. In this context, YouTube offers companies the opportunity to present products and services in a memorable way. A strong marketing strategy is key for this. In addition to goals and personas, it also includes suitable formats and distribution channels.  

First, you should ask yourself the following questions: 

  • What advantage do you hope to gain from YouTube? 
  • What is your goal – for instance, attracting new customers or increasing brand awareness? 
  • Which target group(s) do you want to reach with your YouTube channel?
  • What video content is suitable for your purposes and audience?  
  • On which other communication channels can you distribute your video content?

Then it's time to set up your YouTube channel! Once again, there are a few aspects to consider ... 

A YouTube channel that complies with the CI

A well-maintained channel is essential for a professional YouTube presence. Before you start uploading videos, you should take a close look at your channel:

  • Does the design match the corporate design of your company?
  • Is the brand easily recognisable?
  • Do the profile picture and the header match and comply with the corporate identity? 

In short: Put yourself in the position of your target group – and ask yourself whether the design of your YouTube channel actually reflects your company! 

What video content is suitable for YouTube?

We know: At the end of the day, creating video content takes time and costs money. So small businesses in particular have to weigh the pros and cons and find out whether the effort of maintaining a channel is worth it. But keep in mind that even with a small budget, you can produce content that strengthens your brand. The following formats are ideal for YouTube: 

  • introductory videos: introduction to the YouTube channel
  • explainer videos: get to the heart of the benefits of your products or services
  • customer interviews: win-win situation for users and the company 
  • interviews with influencers (from within your industry!): bonus material for more reach

Creation first, distribution second: True to this motto, you should also consider how your different online channels can benefit from each other. YouTube videos, for instance, can be embedded on Facebook or on your blog. 

YouTube SEO – using synergy effects

The topic of search engine optimisation is inevitable whenever we talk about YouTube marketing. As we’ve mentioned in the beginning, the platform is the world’s second largest search engine. There are a few factors to consider if you want to make sure that your YouTube content is found and ranks high up in the search results.

Important: You need to get the metadata right! Metadata can be thought of as a kind of additional information for users. On YouTube, it consists of the video title, description, categories and tags, thumbnails, and captions. This data is crucial for the video’s performance in the search results.

1. Video title

The video title should clearly express what the video is about. Magic word: keyword research! It helps you find out exactly which keywords users are actually searching for. The title should have a maximum of 60 characters so that it doesn’t get cut off in the search results.

2. Video description

The description should be a summary of the video’s content. It helps users get an idea of what to expect in the video. Good to know: On YouTube, only the first two lines are displayed right below the video. If your description is longer than that, users have to click on "Show more" to read the rest.

That’s why the most important information and keywords should come at the beginning of your text. If links are included in the video description, these should also be placed at the beginning. A standard channel description can be included in the video description as well. It contains further information about the company and a reference to other social networking sites.

3. Tags and categories

Tags and categories are used to link your content to similar videos. This way you can achieve a higher reach. Tag relevant keywords but be careful not to use too many. Focus on the most important ones! In the video categories in the advanced settings, you can select those that apply to your video from a range of existing options.

4. Thumbnail

The thumbnail is the image that is displayed to users when they search for your video. YouTube lets you choose from three automatically generated thumbnails. However, we recommend creating and uploading your own thumbnail. The reason: A well-done thumbnail entices people to click on your video and significantly contributes to its overall success.

5. Subtitles

On the one hand, subtitles – or closed captions – are helpful for users. On the other hand, they have a positive effect on search engine performance. They give you the opportunity to include other relevant keywords in your video. If you want to add subtitles to your videos, you have several options on YouTube: You can either upload a pre-written file or add them manually during the upload process.

6. Info cards and credits

You should include info cards and credits in every video. You can use them to draw your users' attention to other videos or playlists or to encourage them to subscribe to your channel. We recommend you also add a call to action (CTA) at this point.

7. Playlists

Playlists keep your channel neat and tidy and act as reference points for users. What’s more, they have a positive effect on search results as well: They are displayed separately in the search, so your videos can be found even faster.

In a nutshell:

YouTube is a platform that holds enormous power! It offers plenty of opportunities to increase brand awareness – as long as you know what you’re doing. Are you hooked on video content now? Short videos or motion design: You can find several more articles on visual storytelling in our online magazine.

Do you need professional support in setting up your YouTube channel and filling it with top-notch video content? Get in touch with us – and let's get your channel started!

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