Connecting through YouTube
Why does YouTube appeal?
FOR hundreds of millions of viewers, YouTube is always on, everywhere: More than half of YouTube views come from mobile devices.
For brands that know how to capture and hold users’ attention, it’s a highly creative outlet full of opportunities to engage a global audience.
On YouTube, it’s possible to create a video that resonates with a large number of people – a video that’s watched by choice, not seen by chance.
YouTube can build your brand by connecting your message with your audience where they’re paying attention.
Create an effective YouTube advertising strategy
When it comes to reaching your audience, you know what’s worked in the past. Now you need to translate your approach so it applies to your YouTube strategy.
Here are some key steps to help you find a content plan that works for you.
With 400 hours of new content uploaded to YouTube every minute, how can you be sure viewers will want to watch yours?
Start by choosing a territory in which you can win. For example, are you going to make quirky lifehack videos to drive awareness, utility-based how-to videos to encourage new use cases, or are you going to create that big “whoa” moment to get people buzzing and sharing?
Ask yourself what your brand stands for – what are the passions that will drive its success?
At the same time, ask yourself what your customers care about in their daily lives. Find the point where your brand’s passions overlap with your audience’s concerns. At that intersection lies something unique you can bring your fans to to earn their loyalty.
Define the main objective
What’s the marketing or business objective you’re trying to achieve? This might seem obvious, but in our experience many brands struggle to clearly articulate a role for content that’s both unique and valuable. Here are some objectives to consider: Build awareness Will people be able to recall and recognise your brand, product or service after watching the video? Influence consideration Will people consider buying what you’re selling after watching the video? Drive sales Will people be more likely to visit your website or store to buy your product after watching the video? Grow loyalty Will people be more likely to recommend your brand, product or service after watching the video?
Consider the customer need
Understanding the needs of your customers will help drive the type of content you create, the tone of your messaging, and the experiences you offer.
Once you have a sense of the journey your customers are on, it will be easier to figure out what kinds of videos they’d most appreciate.
The organising principle called ICE – Information, Connection, Entertainment – lets you think about the role your videos will play in a customer’s daily life. Information People watch these videos for the latest updates, self-improvement, how-to instructions and decision-making help. Connection People watch these videos to share with other users, to bond with their communities and to react to friends’ suggestions. Entertainment People watch these videos to get inspired, laugh, relax, be nostalgic and relieve boredom.
Understand the resources required
Be critical about what you want to achieve and what it takes to achieve it.
You might want to create high-quality daily programming – or attention-getting “whoa” moments around massive cultural events – but without production experts and a big budget, that’s going to be difficult. Consider the resources you do have. What kind of content is sustainable for you? One-off videos These can be as short as six-second bumper ads. Get in, get your message across with a quick impactful hit. Longer form video Take as long as you want to tell your brand story. Experiment with long-format video content. Series Can you deliver information in a way that keeps people coming back for more? Always-on channel You’ve got the resources to release videos in different formats and styles. Tentpole campaigns live alongside year-round content.
REACH OUT: YouTube is full of opportunities to engage a global audience.