There is no denying that businesses require a strong online presence if they wish to be seen, heard, and loved. Gone are the days when digital marketing strategies could be limited to only Facebook and Instagram. Brands have now started to establish their personalities through varied other social media marketing platforms. Among the numerous platforms out there, the ability to engage potential customers and retain existing ones through YouTube is a coveted brand achievement.
The glaring statistics of YouTube have demanded the attention of marketers and made them rethink their audience engagement strategies. According to the 2020 report by Social Media Examiner, 69% of marketers plan on increasing their use of YouTube videos, and 73% want to learn more about marketing on the platform. Furthermore, YouTube is the number one video channel, used by 55% of marketers. From the viewers’ perspective, YouTube receives more than 30 million visitors a day, who watch nearly five billion videos. With such a strong presence, it’s natural that brands want to enhance their online presence and wish to optimise YouTube channel.
What are the business benefits of being present on YouTube?
While the statistics alone can be convincing, there are some particular benefits for brands who have or are building a presence on YouTube.
You are more likely to be found on Google
As YouTube is owned by Google, its consistent use improves your chances of showing up in Google’s search results. YouTube also boasts of a diverse reach which means that no matter what it is that you are looking to promote, chances are, YouTube can help you get the job done.
It helps you reach people who are interested in your brand
As YouTube is used like a search engine, people using the platform don’t simply come across your channel, but they find you because of what they have typed in the search bar. This means that people who are viewing your content are those who are interested in the products or services that you are offering.
Videos are more memorable
Some research reveals that video content is 12 times more likely to be watched than text is to be read. And so, while pictures can be worth 1000 words, animating them helps brands humanise their brands. This is because videos have the power to evoke emotion which makes them unforgettable.
Considering the numerous benefits, here are four simple ways to optimise YouTube channel for better engagement and an enhanced viewer experience.
How to Optimise Your YouTube Channel?
Focus on the Branding:Branding your YouTube channel helps with a consistent viewing experience and helps your viewers relate with you better. For example, you recognise the golden arches with McDonald’s and the black tick with Nike. Similarly, as part of its features, YouTube allows you to customise your channel art and icon for better brand identity. The former is a header image at the top of your channel, and the latter is what appears below every one of your videos.
The Header:Customise the header of your channel with some information about who you are and what you do. As your channel art might appear different on different devices, YouTube recommends that you use a single 2560 x 1440 px image. Use the header to capture some essential information such as how often you post a video and your CTA (call-to-action).
The Icon:The square image that appears on the top left of your channel is your YouTube icon. Think of an image that best represents you. For a business inserting your logo for the icon is a good idea whereas, for an individual, a headshot is better preferred.
Optimise the metadata:YouTube metadata means everything that is text-based on your channel including the titles, descriptions, tags, thumbnails etc. of your videos. Here’s how you can use SEO for YouTube channel to optimise the metadata:
Title: The Title is an important part of your channel that decides whether or not someone will click on your video. Consider what a viewer would search for and incorporate those keywords in your title. Although YouTube allows for 100 characters, keep the title concise, informative, and at the same time get people curious with it.
Descriptions: The description helps YouTube recognise what your video is about as it cannot extract information from the video itself. Considering this, ensure that the description includes everything that is important, and try to not go beyond 500 words (although YouTube does not have a word limit here). Add your social media links and the CTA and in your description for better engagement. You can also use tools to optimise SEO for YouTube channel to appear on Google’s organic search results. Amplifiers is an influencer marketing platform that can help you analyse your content’s performance for you to make your keywords more relatable for the viewers.
Thumbnails: Thumbnails can act as a cover for your video, and they are an important factor in deciding whether someone will click on your video or not. Keep your thumbnails exciting and have a unified look across your videos to help viewers recognise you as a brand better.
Tags: Although not as important as the other factors, tags can also help provide information about your video. Think of word combinations that your viewers might type to create tags.
Organise Your PlaylistPlaylists are a great way to help your users find videos similar to what they have been watching. With careful organisation, you can keep viewers engaged on your channel for longer. Aim to ease the viewer transition from one video to the next by organising your videos in distinguishable sectors. For example, someone who teaches baking on YouTube could create playlists based on dishes such as pastries, cupcakes, cookies etc. You can also use playlists to organise your channel’s homepage and surface-specific videos.
Strengthen User InteractionUser interaction helps YouTube identify how active your audience is. Strengthening your user interaction improves your organic search presence. You can enhance this by asking your viewers to:
- Like and share your videos and subscribe to your channel
- Comment on your videos about what they liked and also ask them for feedback on how to improve
- Ask them to link your video to their channels to generate backlinks
These tips can help your viewers better interact with you and prompt them to engage with you further.
Although YouTube can seem like a daunting endeavour to novice video makers, once you get the hang of it, the benefits to reap are tremendous. It is important to understand that while YouTube draws a wide audience, initially, it might be difficult to generate eyeballs. However, consistent efforts and great content are what will get you the desired attention.
Ensure that you have the right equipment and from there on keep creating! Use the aforementioned tips to get YouTube famous and to ease this journey. Amplifiers is a great platform to create videos and tap into its vast audience base. The influencer marketing platform helps by providing influencers with readymade templates for making videos and offers start-to-finish support for creating exciting and engaging content.