How YouTube works
To create a YouTube channel you need a Google account. The first thing you will have to do is to access the platform and log in with your Google account, but this does not mean that you are registered, the channel must be created expressly.
In the drop-down menu of your Google account, the option to create a channel will appear and then you will have to choose the “brand name” mode, which will allow you to have multiple channels associated with your account, as well as to enable other people as administrators of these channels.
Afterwards, you will enter your brand name and that’s it. After creating the channel, you will have to configure it with the brand image, a banner, the channel description or links to the company’s social networks, among other settings. When you finish this process, you will end up on the page of your channel and you will be able to get an idea of how it looks like. From this screen, you will also be able to customize the channel and access Youtube Studio, the section where you will be able to view the channel statistics, which is essential to measure the results of your strategy.
How to implement videos in a communication strategy
Once you have your profile created and configured, the next step is to start generating content. You should not just create videos and wait for them to be successful, but they should be part of a previously designed strategy:
– Define what goals you want to achieve with your channel. Ask yourself what you want to achieve: attract more traffic to your website, get more views, increase the number of followers, generate conversions, improve your brand image, reach more potential customers or get more sales.
– Research: Who is your competition? what are your competitors doing? what types of videos do you upload? how often do they post? what’s trending now on Youtube?
– Know your audience. Without knowing your audience, you will hardly be able to generate content that adds value to them. It is vital that you spend time defining your buyer persona and that you know everything about them.
– Determine what type of content you are going to create. There are many ways to generate content depending on what you want to achieve. For example, you can make testimonial videos to show your audience what your customers say about your products or video tutorials to explain how a certain product or service works, among many other options. The important thing is that your subscribers get hooked on your content.
Make an editorial calendar. Determine a publication frequency and make a schedule of publications.
Do I need a big production?
Now that you know what you want to tell your audience about, it’s time to record. Thanks to smartphones, you can get professional results with a high-end or even mid-range phone, without having to go to a production company or buy a camera. However, you will need to invest in a number of accessories to generate decent quality content:
– Tripod. The minimum essential accessory you need to acquire is a tripod with an adapter for the cell phone. It will cost you around 20€.
– Audio. Good audio will greatly increase the quality of the video. Two good options are a lavalier microphone (having to be used attached to the body complicates its handling) and an external microphone for smartphone. To improve the audio you have to invest between 20 and 50€ more.
– Lighting. If you can get natural light the problem will be solved and, if not, a lighting equipment will cost you around 100€.
As a last tip, the process of preparing everything you need to record will take a while, so we recommend that when recording you take advantage and record more than one video.
Video as a communication tool
More and more companies are betting on video marketing, or what is the same, the use of video within the digital strategy. The truth is that they are not lacking reasons for this, did you know that 80% of users remember a brand or a product better if they have consumed videos of that brand? You know that a picture is worth a thousand words, because videos generate trust, arouse interest, provide credibility, humanize the company, encourage interactivity and increase conversion rates (almost nothing!). In addition, millennials and centennials prefer watching videos on YouTube to watching TV. This is because video content likes and attracts, is easy and quick to consume, requires no effort, is entertaining and provides value. But in addition, it is super effective for all types of businesses and acts as a springboard accelerating your way to your company’s goals.
Which sectors are the most suitable?
There are some sectors that are more popular on YouTube than others, specifically, the media and entertainment sector has managed to remain as the leader of the ranking in 2020, followed by technology, automotive, food and beverage, and fashion and accessories. However, the truth is that any sector can and should take advantage of the opportunities offered by this tool, as long as its target audience is present in this social network. In this sense, the profile of YouTube users is as follows:
– Tweens (11 to 15 years old) are the most frequent users of YouTube: 84% enter once a day or more.
– It is the second most used social network by Generation Z and millennials, after Instagram and Facebook, respectively.
– Depending on gender, the topics they prefer are video games, gameplays, sports and humor videos, in the case of men, and beauty, fashion and cooking in the case of women.
Do you identify your target audience on YouTube? If so, we hope that after this post you will put in place your communication strategy on Youtube. Let’s get to work!
