Any good digital marketing strategy these days should consider video marketing an absolute must.
With the proliferation of video-based content sites, from YouTube to Vimeo to TikTok, video content has become extremely popular.
So as your digital PR team puts together a strategic plan to help your brand gain the greatest exposure- and convert those clicks into likes- they will definitely want to consider including an entire branch dedicated exclusively to video content.
TikTok marketing is a great choice for companies targeting a very specific niche or a younger clientele base- TikTok users tend to skew younger than other video streaming platforms. But for most businesses, YouTube is the best way to go.
In this article, we will take a look at some helpful tips and tricks that can allow your business to create awesome YouTube videos that will attract more audiences.
Determine Your Target Audience
Before you even begin making your videos, your team should sit down and do some research to figure out just who your target audience is.
Look for information about competitors in the market: who are they targeting, how are they attempting to reach those audiences, and which kinds of customers are interacting with their content?
The more specific knowledge you have about your target audience (or audiences), the better your company will be at reaching them.
Figure out particular demographic information, like age, location, typical shopping habits, food and beverage preferences, level of education, marital status, and more.
As you build your video marketing content strategy, you can create and upload video content specifically aimed at these potential customers or clients.
Not only will you be reaching wider audiences this way, but also to ensure that there will be some interested parties within the audience you are trying to reach.
That means all your hard work will count for something valuable: a renewed interest in your brand that can spark greater brand awareness among a broad community, and create more conversions for your product or services.
Which is what video marketing is all about.
Think About How Audiences Will View Your Content
It used to be that YoutTubers who uploaded their content to the site could safely assume that any video they posted would be watched on a big computer screen.
But that is certainly no longer the case. Nowadays, with smartphones in hand nearly 24 hours a day, people are much more likely to interact with your YouTube video content on their smartphone or tablet.
In fact, YouTube is one of the top ten most popular smartphone apps, according to research. So in order to reach the broadest- and most effective- possible audience, you will want to test your content across all devices.
Before posting your videos live, conduct a few test runs to make sure that your videos will not only catch the eye of potential audience members but also show up in the correct format on their smartphone screens.
Emphasize the first 15 seconds of the video; 15 seconds is usually the barrier point, that either entices viewers to keep watching or bores them into clicking on something else.
Make sure your titles and any captions are legible and easy to see on any size screen. Include a clear, concise description, so your viewers on the go can quickly get a sense of what your video content will be about.
And don’t forget the title! Include a snappy, intriguing title that reveals enough information to be helpful, with enough pizzazz to draw in curious video viewers.
Learn From Other YouTubers
If you are new to the YouTube video game, one of the best ways to learn about how to create clever, snappy, interesting videos that will attract large audiences is to learn from other YouTubers.
Use the content that has already been created by other video creators as a starting point for your own market research. Make an analysis that includes details that you can use to help craft your own video feed in a successful way.
Look for things like the length of videos that are most popular and which type of video they are: an interview, a talking head style lecture, a first person perspective, or a more fabricated fictional world.
Take into account the overall visual character of pre-existing video creator’s profiles.
What kinds of consistent themes and colors do they use? What do their thumbnail images look like? YouTubers can use the thumbnail image to create hints at the mood, theme, and content that the video will contain, drawing in more viewers.
When you come across competitor companies creating YouTube videos that you admire, keep track of how much context they provide for each video.
How much is too little and how much is too much? Using that research can help you craft your video feed to make your message as succinct, clear, lively, and engaging as possible.
Be Smart About Timing
Once you know your target audience demographics, you should be able to craft a consistent, predictable upload schedule.
Stick to the schedule to upload each new video and your audiences will know they have something to look forward to on a particular day of the week around a particular time.
This not only builds excitement but also creates loyal viewers who are more likely to share your content with others, building a natural word of mouth brand awareness. That means marketing that continues to market itself, by itself.
In order to appeal to the right target audience, do some market research to determine the best time and day of the week to post content.
Are your viewers more likely to work 9-5 jobs? Do they live in a particular time zone? Would you rather have them see your new video posts once they arrive home from the office?
Consider the timing carefully, then stick with your upload schedule for a set amount of time. That way, you can track your progress and make adjustments after a specific initial test period.
It may take a few tries to find that perfect upload window, but once you do you will be able to reach your audiences consistently, which will only help them grow over time.
As you begin your YouTube video making journey, remember to shape your video content towards the needs of your target audience.
Keep your goals and brand identity clear for the entire marketing team, so you know that everyone is creating YouTube videos with the right outcomes in mind. Be persistent.
Sometimes it takes a while for a company to find their unique voice and style for YouTube videos.
Give your team time to try out several options and see what works. Following the tips above is sure to help you make awesome videos and expand your audience.
Author: Victoria Warwick