According to Statista, more than 500 hours of video content are uploaded to YouTube every minute. This equates to 30,000 hours of video every hour. In comparison, according to The Times, there are 32,600 hours of film on the whole of Netflix. So in roughly the time it took you to complete Netflix, you could have gotten through just over an hour’s worth of YouTube uploads. Basically – YouTube is huge. And as a form of video-based marketing, it can be incredibly important too. That’s why as per, the proficient people at Pioneer have picked and prepared a plethora of practical points proving the pertinency of YouTube to promote you to positions of prosperity and profit. (We’ve gotten really into alliteration recently. Expect more.)
5: Make sure it’s easily digestible.
Like a fine 1080p wine.
You don’t want to be coming in, hitting people with specific industry related jargon straight off the bat, apropos of nothing, like a greyhound that’s late to his own wedding. Instead, find the balance. Define terms, lay things out simply, use metaphors. Tell a strong story. People respond to information if it’s laid out in relatable and engaging ways. This is a great example of that. In the video, the origins of soap have been told in two ways. One with an emphasis on fun animation, and the other with the ingredients listed in a monotonous voice. Which is better? (It’s the second one. Don’t @ me).
4: Think mobile.
You’re a background artiste.
According to YouTube, over 70% of video content is watched on a mobile device, and YouTube mobile reaches more people in the 18-34 US audience than any TV network. That’s more reach than elasti-girl. So bear in mind, these people are playing your videos while they’re cooking, or running a bath or buying a sledge and as such, adapt to that. You should aim to keep your thumbnails clean and to the point. You should keep the video at a reasonable length (10 mins or under) and (relating to the last point) make sure it’s worth the ads at the start.
3: Engage enthusiastically, especially in the early days.
If someone straight up ignored you when you spoke to them, would you bother speaking to them again?
This rule goes for all areas of digital marketing (and real-life conversations too). It’s one that baffles us in the Pioneer office. You see someone making the effort to create content and gather an audience together, and then proceed to ignore everyone that engages with them. So they send out a message that says “Hi everyone! Come and speak to us”, someone decides to do so and then they never reply. This is a bad idea. Don’t do it. No. When your channel grows, it becomes assumed that you can’t respond to all 10,000 comments. But when you only have one or two comments, you should absolutely engage with them! The YouTube algorithm will see it as having high discussion and engagement and even give you a little boost. So get chatting!
2: Commit to a schedule.
Consistency is key to content creation.
Choose a day and stick to it. As you start to build a following it will get more and more useful for them to understand exactly when you’re going to be uploading content, and the frequency at which that will take place. A lot of successful YouTubers have a rigorous upload schedule and work to very specific deadlines and you should do the same. If you’re looking to upload regularly to YouTube as part of your content strategy, you need to look at how often you’re going to upload, what days you’re going to upload, and if you can stick to the schedule you’re creating for yourself.
According to Oberlo, as one might expect, the times & dates in which most YouTube videos are watched are in the evenings. Peaking on Saturdays and Sundays. However, there is a notable shift downwards in terms of viewing on Mondays, Tuesdays and Wednesdays. So there.
1: Analyse, adapt and adjust according to analytics.
Change is a constant of life, so never lose your wisdom.
This sounds like the most obvious one, but often the most overlooked. Don’t be afraid of changing your strategy if the analytics aren’t reflecting what you’re after, For example, if you find more people are tuning in to your videos on Thursday evenings, and you upload every Sunday, maybe start uploading on Thursdays. Keeping tabs on who engages, who watches and when, really can make a difference. Also taking note of the average length of time people watch for and the time when people stop watching is very important too, as you can adapt your videos in the future based on that.
There it is ladies and gentlemen, brothers and sisters, comrades and friends. A cavalcade of creative, convenient and constructive cues, clues and qualified counsel we can confidently claim will cause your content creation and curation to convalesce (okay, that’s enough alliteration now). This advice should be useful and applicable, but do always remember that your strategy should be an evolving process. One that shifts and changes over time. Once you make one adaptation, don’t assume that is the be-all-and-end-all. Keep aware and adapt accordingly.
Pioneer Creative Marketing 