NEW DELHI: According to FICCI-EY Report 2018, 500 million internet users are expected to consume online video by 2020. With videos playing an integral part in everyday lies, the platforms have rushed to embrace the medium. From Facebook, to Instagram, to Youtube, the consumption of video has skyrocketed.
Among several platforms available, YouTube has played a pivotal role in disseminating video content. As per ComScore, every month, YouTube reaches to 265 million monthly active users in India. People are turning to YouTube to consume a wide array of videos. From how-tos and product reviews to makeup tutorials and vehicle test drives among others. And, this is not a metro phenomenon alone – people across SEC categories, across languages are turning to YouTube.
Given the growth of online video and scale of YouTube, more and businesses have started to use this medium. Any business that is looking at engaging with audience and drive business results should add YouTube in their overall marketing mix. This includes new economy companies, startups and even sub brands of traditional companies who believe their customers largely live online.
At its core, YouTube says it helps advertisers and brands find more and more valuable customers by using the power of Google’s data and insights, capture and convert this audience’s attention and measure the impact on their business. However, it is important to understand that the cost associated with reaching to a million users on YouTube will be higher to another platform like for example, Instagram. Videos on YouTube tend to be more professional in nature, and not merely user generated content.
For an advertiser looking to use YouTube, answering three questions can become guiding principles towards creating a successful campaign – how to leverage Google’s data and tools to:
● find more & more valuable customers?
YouTube offers a suite of Advanced Audiences, which lets advertisers use signals like data from Google search, Maps search, and app downloads, to predict who’s most likely to engage with their brand and deliver business results. Campaigns that use intent-based signals have seen higher brand awareness lift, consideration lift and purchase intent than when those same campaigns use demographic targeting.
● drive measurable results
YouTube’s ability to drive growth for a brand’s business comes with the flexibility to measure what matters to them the most.
● One can optimize for online results, Google offers tools, like Google Ads, Google Marketing Platform and Google and YouTube Analytics
● For offline results, YouTube provides brands with the ability to plug in third Party offline sales solution like Nielsen’s MMT and Matched Panel Analysis, to verify YouTube’s impact on sales goals
The medium of marketing via influencers is also very lucrative. However, the cost of creating content on YouTube again is higher than other platforms simply because most of the content created is generally large-format in nature not very short ones that can be found on other platforms. Proportionally, the cost of employing an influencer on YouTube goes higher for businesses.
YouTube is also suited for businesses that want to churn out videos related to How-To’s or guides and not merely display in nature. For example, a tech company may find it more suitable to create a corporate video on YouTube and not on Instagram.
How do you setup your YouTube channel?
Connecting your business to YouTube can be done in a matter of minutes. If you don’t have a Google account:
● Go to youtube.com
● Click ‘Sign-in’ in the top right corner of the page
● Select ‘Create account’
● Fill out the fields required to create your Google account
● Once you’ve created your Google account
○ Make your way over to YouTube’s homepage
○ Click on ‘My Channel’ on the right from the drop-down options
○ Click on ‘Use a business or other name’ on the pop-up that appears
○ Choose a name for your channel and the category that best describes your business
○ And, right there your channel is created
Follow these instructions to create a channel that can have multiple managers or owners.
You can use a Brand Account to create a channel that has a different name but that’s still managed from your Google Account. Learn more about Brand Accounts.
● Sign in to YouTube on a computer or using the mobile site.
● Go to your channel list.
● Choose to create a new channel or use an existing Brand Account:
○ Create a new channel by clicking Create a new channel.
○ Create a YouTube channel for a Brand Account that you already manage by choosing the Brand Account from the list. If this Brand Account already has a channel, you can’t create a new one—you’ll just be switched over to that channel if you select the Brand Account from the list.
● Fill out the details to name your new channel and verify your account. Then, click Done. This creates a new Brand Account.
1. Personalization according to you brand/company
Your channel brand is the set of unique characteristics that separates your channel from the rest and communicates your key messages and content strategy.
It’s a good idea to make your branding:
● Clear and representative so that people who find your channel will instantly understand what your videos are all about.
● As simple as possible. Think of logos or branding of products you like—they’re likely to be a singular image that has a brand recall.
● Something you’re proud of. Remember—your channel branding will become an extension of you, especially if you star in your channel.
● Think of your channel like a storefront—give it the right look to show off your style
● Consistency is the key across all of the places where your branding appears!
● Be sure your branding adheres to the YouTube Community Guidelines.
2. Interacting with your audience
YouTube creators are always looking to strengthen their relationship with their audience and platform has created the Community tab as a way to share your creativity and complement the upload schedule. Some tips:
Community tab can be used to:
● Ask your audience for input on your next video with a poll
● Tease the best moment from a recently uploaded video by sharing a GIF
● Promote your favorite YouTube videos, merchandise, tour tickets, and more
● Let your audience know about this new feature! You can explain to them that they’ll start seeing pictures, polls, GIFs, etc. in their Subscriptions feed
● Try linking out to your Community tab in the video description and with end cards so that it’s easy for your audience to find
Some Ideas to try out:
● Promote videos uploaded to your secondary channel
● Tag eligible YouTube channels, giving viewers a new way to discover other creators
● Thank your most loyal fans or even call out some of their special contributions
3. Allowing advertising and can it be a revenue channel?
Creators on YouTube can get details on how monetization works on the platform and ways they can make money on their videos. They can pe deeper into revenue on YouTube— the benefits, ways to maximize revenue streams, how ads are served, and learn how to measure revenue performance.
For years, creators have been earning money in more ways than just ads. YouTube now offers tools like Super Chat and channel memberships to persify their monetization options. This can make it easier for them to grow their YouTube business or drive engagement on their channel. There are tips for utilizing monetization options beyond ads and encouraging participation from their audience.
4. YouTube partner programme.
The YouTube Partner Program (YPP) gives creators greater access to YouTube resources and features including:
● Access to the Creator Support teams that will assist you in finding solutions for specific problems
● Access to the Copyright Match Tool that will help you find full re-uploads of your original videos on other YouTube channels. Once a match has been identified, you can review it in YouTube Studio and choose which action you’d like to take
● Access to the monetization features that will offer you with the ability to earn money through YouTube
There is a minimum eligibility required to become an YPP member and this includes:
● Follow all the YouTube Partner Program policies
● Live in a country or region where the YouTube Partner Program is available
● Have more than 4,000 public watch hours in the last 12 months
● Have more than 1,000 subscribers
● Have a linked AdSense account
( Originally published on Apr 30, 2019 )