Should Your Brand Start a YouTube Channel?
Image via Unsplash by @rachitank
YouTube is the second largest search engine behind Google, making it the second most trafficked website worldwide. Considering video marketing outperforms all other forms of content, YouTube is a wonderful marketing tool for brands, businesses, musicians, and artists alike. Their mobile viewership is massive, reportedly reaching more 18-49-year-olds than any broadcast or cable network on mobile.
Ok, so your marketing senses should be tingling now, but there is more to consider before diving in. Much like other social media sites, it takes time and dedication to build. So, let’s ensure it is right for your brand or business before jumping in.
We’ll Consider:
What video content will you create?
How will you create your content?
Who is your audience?
Do you use other platforms to interact with your customers/audience?
Do you have an international business or fans?
What video content will you create?
YouTube is great because anyone could start a channel and upload their first video today but know that having a content strategy going in will pay off. There are full-blown YouTube marketing strategies out there, but what I mean here is to consider what the bulk of your content will be. Having one or two brand videos for your socials is quite different from starting a social video content page.
Considering your intent and what makes your brand unique should stir up some ideas. Are you making music videos for your band? Consider what else you could capture, such as BTS, this will also help your audience connect with you. Are you using it to improve other parts of your online presence, such as a recipe blog? Maybe you sell a product or perhaps offer a service, can you depict how your products work creatively or show how your services improve lives?
There are plenty of ways for brands to get inventive via video, but the big thing here is SHOWING. YouTube is an opportunity to show more than you tell, which could be a fresh perspective for your audience. Some think their brand does not need video because there is nothing to show. But branding can include humanizing your company, such as introducing yourself or other behind-the-scene players. Start brainstorming and gather some creative ideas about what your videos will entail, then it’s time to consider how to create this content.
How will you create your content?
It does take a handful of resources to execute quality video content, but many of these decisions will revolve around what kind of content you want to produce. From there, you can decipher such things as human resources, filming/audio equipment, a video editor, style, and setting.
Who will film your content? Where? What editing style will you use? Is it professional or personalized?
Not all your videos need to be the same as the last, but consistency in the form of quality keeps people coming back to your channel. Viewers want to hear crisp audio and see clean film, so make sure this is at the forefront of video creation.
If you don’t have much time to spend on this and you are ultimately looking for high production value, consider hiring a video production company. They will storyboard, film, edit, and deliver. Larger companies tend to hire a video production company to complete all their videos. In contrast, a smaller company may prefer to film most of its videos itself and only hire a production company for one or two of its marketing videos. Remember that in 2023 you can produce good film/audio at a minimal cost.
These decisions are important, but it is all up to you!
Who is your audience?
YouTube captures a wide variety of audiences, but it is still important to consider the trending topics on the platform. The most popular topics across the board are Comedy, How-to, Pop Culture, Entertainment, and Music. If you have a brand or business that falls into one of these categories, then not starting a channel would be a major missed opportunity. Also, do not be afraid to jump in even if you feel that your brand/products/services do not naturally fall into these categories. If you have the passion and drive to create quality video content for your brand, there is an audience for you.
Do you use other platforms to interact with your customers/audience?
While in no way is it a prerequisite for you to have other socials before starting YouTube, there is an immediate audience to share your channel with if you do. Perhaps you already have a large following on Instagram or Twitter, and using different socials to work in harmony with each other can improve your online engagement. I know I get excited when a brand or influencer I like from IG or TikTok starts a YouTube channel. YouTube is just another way for you to connect and interact with your people, and finding ways to use it in accordance with your online presence elsewhere can do wonders for your momentum.
Do you have an international business or fans?
YouTube is offered in 80 different languages and available to over 90 countries, according to Renderforest. Expanding your presence internationally can lead to faster growth and higher profits. Additionally, you can gain more knowledge and understanding of cultures and peoples outside of your own. Something, I think, can lead to greater creativity and innovation. If a company is ready to sell overseas or an artist wants the furthest reaches to see their work, YouTube is the social platform to connect and share with people worldwide.
Conclusion
In conclusion, YouTube can be a great video marketing tool to build your brand if you are ready. While starting a new YouTube channel is pretty simple, taking the time to be clear on your objectives and execution for this fun new project is worth the while. Even if you merely create a note on your phone brainstorming answers to these questions, a simple strategy will add to your success. Who knows, a YouTube channel could be the perfect tool to bring your brand to the next level, just remember to be authentic and true to your original intent.