Tips for brands on using YouTube and videos

by Tony Fannin, President, BE Branded

Video is becoming the dominate tactic of the web medium and the gorilla of this medium is YouTube. It is the second largest search engine and the third most popular web site (behind Facebook and Google). How should marketers use this channel beyond stupid human tricks or self-induldging diatribes? How should brands leverage this channel past the 15 minutes of fame? Here are a few tips to consider:

• Select your channel name carefully – A key-word rich name improves your odds of showing up on a search. Think about the pros and cons of using a branded name. If your brand name is well known, use it, if you haven’t done a great job at getting your brand name well known, people won’t know what to type in the search box.

• Keep videos focused – In other words, keep it simple and short. YouTubers have short attention spans. Don’t upload a 5 minute video if 3 minutes will do. Quality, not quantity, counts.

• Upload more than one at a time – Most traffic is generated from the “related videos” section than a direct search. If you have several that meet the related videos criteria, you have a greater chance of your audience viewing your channel more often.

• SEO descriptions – Use SEO best practices when describing your videos by utilizing key-words that are important to your audience when they search.

• Combine YouTube with your site – Incorporate YouTube as a place for teaser videos and directing your audience to your web site for longer versions of the video. This creates active linking and helps pre-qualify your audience for when they arrive to your site. This gives you a better quality visitor.

• Consider promoted video ads – Just depending on organic search is not good enough these days. Paid ads help guarantee your videos are listed at the top and are given a chance to be seen by your desired audience upon a qualified search result.

• Investing in the future – Will YouTube generate immediate and vast sales? Not likely, but it’s more about an investment in the future, giving your audience another way to find you, and gaining some insights from your customers along the way. Just as I had blogged about Gawker’s move to a new video format, YouTube is where the online is heading.

There still needs to be strategy and marketing discipline applied when discussing video. Remember over 80% of all YouTube videos have been viewed less than 500 times each. That’s not a lot of reach or viewership and is well below traditional TV commercials. Online videos and YouTube should still be utilized as a support tactic and not as a replacement for a solid mixed marketing campaign.

No brand wants to just have 15 minutes of fame.


About Be Branded

Tony Fannin is of President of BE Branded, an integrated marketing firm who helps clients BE Somebody to their customers. If you aren't somebody, then you are commodity.

One Response to “Tips for brands on using YouTube and videos”

  1. Great strategy and tactics Tony. Thanks for sharing. I know that when I google your name, your videos show up fairly high in the search results – so you’re doing something right!

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