Getting started on YouTube is relatively easy: just sign up for a Google account, sign in to YouTube, and get started on the website. Of course, getting a video marketing campaign off the ground is not so simple, but there are a number of resources and methods that can be utilized by any business to jump start their presence on the world’s largest video sharing website.
The YouTube Creator Playbook Version 3 was released in April 2013, and comes with an additional five Playbook Guides for niche-specific channels in the education, media, music, nonprofit, and sports industries. The Creator Playbook offers tips for new and existing content creators, outlines best practices for the website, and details strategies for getting videos shared.
These involve engaging the audience, reaching out to relevant popular bloggers, and getting involved in social media. Every company that wants to start sharing videos on YouTube should download and read the Creator Playbook, and businesses engaged in one of the five niches listed above should check out the relevant Playbook Guide.
Involving the audience is perhaps the most important strategy for any business on YouTube. Without an audience, there is no one watching or sharing videos. Building fan loyalty to a brand’s conent will crease their engagement with the channel and company overall. Creating viewer-centric content is key, as is using the social sharing features of the website. Once a new video is uploaded, companies should dedicate further time to interacting with viewers, asking for feedback and looking at what their fans like and dislike about their video production.
Blog outreach efforts should also not be minimized, as there are more conversations taking place outside of YouTube than on it. Blogs can also display a higher level of intellectual engagement than the average YouTube comments thread. Companies should share their latest videos with relevant blogs and targeted websites, and create a blogroll on their channel pointing to these influential supporters. Videos can also be sent to relevant channels with targeted audiences for more engagement with opinion leaders.
In terms of using other social media sites to get a video viewed and shared, it should be remembered that over 17 million YouTube accounts are directly connected to some other social network. Businesses should set up official presences on these other websites such as Facebook and LinkedIn, and create a social media strategy for sharing their YouTube content. This obviously includes posting and sharing videos from their own channels, as well as asking fans for input on their videos and other interesting resources.
On YouTube, creating and uploading content is perhaps the easiest part of the whole process. Engaging an audience enough to entice them to watch a video, and then share it with their social circles is much more difficult. However, YouTube has put together a fantastic primer on the whole process with its latest version of the Creator Playbook, which should be read by every marketer attempting to promote a business through video sharing.