Having a YouTube channel and making videos can greatly benefit any company. Vilma Núñez, a leading expert in online marketing, tells you the advantages of being on this social network, how to get the most out of it and what kind of content you can create.
Video Marketing for Youtube
The students and teachers of Aula CM have been lucky enough to have Vilma Núñez at our annual #UpdateClass . Among many other things, Vilma has given us good advice for the marketing and content strategy on YouTube for any brand. The talk has been divided into four main sections:
Youtube Advantages1. Advantages of Youtube for a brand
Youtube is a very useful platform that any company can use to:
Improve your positioning , because it is from Google.
Entertain and provide valuable content to users.
Types of Youtube Videos2. Types of videos for YouTube
The type of content you can create for YouTube depends on the goals you pursue and what you want to convey:
If you want to inspire , you should make tutorials, recipes, testimonials, motion videos…
If you want to educate , you can give tips, advice, recommendations, product demonstrations, free video courses, hangouts and live webinars…
If your company is looking to entertain , in your videos you can talk about trends, comedy, thematic campaigns, collaborations with others... If you go to youtube.com/trends you can see all the current trends on YouTube by country.
Youtube Videos Tricks3. Tricks to optimize your YouTube channel
Anyone can create a channel on YouTube, just like on any other social network, but channels need to be highly optimized. Here are some tips to help you optimize your channel and take advantage of all the possibilities offered by the platform:
The avatar
The profile photo that appears on your YouTube channel is automatically the same as the one you have on Google+.
The header image
You can use it for promos. If your brand has an upcoming launch, you can use this header photo to generate excitement.
The teaser video
Almost no channel has it activated and it is a very effective tool. It is a trailer that appears prominently at the top and is seen by all users who visit your channel for the first time. That is, for all the people who do not follow you, you can have a mini video that serves to encourage them to subscribe. In this video, you can tell people what they will get if they follow you or what your brand does. To activate it, you have to go to the tab that says “For new visitors” and click on the pencil icon that appears on the right (as you can see in the image ???).
Youtube Trailer
Video playlists
Many brands don't have their YouTube material organized into playlists , and this causes followers to get lost when they enter the channel, not easily find what they are looking for, or only see the latest content uploaded. What's the problem with this? If the company uploads a tutorial that has gotten 10,000 views and then publishes a promotional video that has gotten 100 views, the impression that the user can get is negative. What's the advice? Create a playlist with your most popular videos and those with the most views. The company has to sell itself as best as it can.
Popular video Youtube Aula CM
To create a playlist, you have to go to the top tab that says “Playlists” and click on “New playlist”. Once you have done this, you have to give it a title, click on “create” and add the videos you want to include. The videos can be your own or from other YouTube channels.
Youtube playlists
Branding
Youtube allows you to include your company logo in all the videos on your channel. This is highly recommended for any business. If you want to do this, you have to go into the configuration section of your channel. How? Go to the top tab that says “Video Manager”, click on “Channel” (in the left side column) and click on “Branding”. The logo has to be a PNG or loadrunner protocol email address GIF with a transparent background and a maximum size of 1 MB. Once uploaded and saved, you can choose whether you want it to be displayed throughout the video, only at the end or at a specific time code. Afterwards, you have to “update”. Youtube always puts the watermark in the lower right corner of the screen.
Youtube Branding
Tips Youtube Videos4. Tips for your Youtube videos
When we upload a video to YouTube, we must carry out a series of actions to improve it, get the most out of it and improve its positioning in search engines.
Description
Besides giving each video a good title and adding tags, it is a good idea to fill out the “ description ” space well. Why? Because the first two lines of text you write here will be what appears when YouTube and Google show your videos.
YouTube Description
A good recommendation is to put the URL of your company's website and some keywords about the content of the video in that space . Adding links to your website and your social networks is very interesting because that's where traffic comes from.
Youtube video description
Miniatures
It is important to choose video thumbnails carefully : they are the cover images and the first thing users see. Generally, YouTubers do this very well and we can use them as an example. For this thumbnail, YouTube suggests three still photos taken from the same video, but it is best to make it personalized, taking great care of the image quality and adding a caption.
YouTube Thumbnails
Labels
A good strategy to drive traffic to your brand's website or social media is to add captions within the video. You can add them before uploading the video to YouTube using an editing program or, once uploaded, create these texts in the "Annotations" section.
The great thing about annotations is that they can link to another video, a playlist, another channel, a Google+ page or profile, a fundraising project, or invite users to subscribe.
Annotations with YouTube link
Youtube Cards
The annotations we just saw are a bit ugly because they are just text, there are no nice fonts and they don't offer many options for colour. That's why Youtube has recently launched its own cards that are working very well. They are more visual, more attractive and, in addition, they allow you to include links to the brand's website.
Youtube Card
Youtube displays cards in the top right corner of videos. When the card is closed, an icon with the letter "i" appears; if the video playback reaches the time code where you placed the card, the title you have set appears, and if the user clicks on it, the full card is displayed.
Youtube cards are created in each video, within the "cards" section. There are 3 types, depending on the content you want to promote:
a video or playlist
another channel
Video Marketing Strategies on Youtube for Businesses
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