Successful YouTube marketing
How to create a professional company channel
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.
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.
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.
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.