What Marketers Need to Know About YouTube Marketing Strategy

What Marketers Need to Know About YouTube Marketing Strategy
What Marketers Need to Know About YouTube Marketing Strategy

They say you don’t need to push people where you need to be, you have to meet them where they are. That pretty much sums up any form of marketing including YouTube marketing strategy. But as true as that may be, we all know it’s easier said than done.

Video content is the secret to successful content marketing which is yet to be explored by many marketers. 

YouTube marketing is often overlooked by social media marketers. Some think YouTube counts as a social media network. Others see it as more of an online video platform.

YouTube is the home of online video, both for marketing professionals and regular consumers.

  • 8 out of 10 web users watches YouTube videos
  • YouTube is the second largest search engine
  • 1B hours are being watched each day on YouTube

So how can you tap into the potential of this powerful network? What should you be aware of when getting started with running advertising on it?

In this article, you’ll find how to improve your YouTube video marketing, create Google-friendly content, and double subscribers to your YouTube channel.

What types of ads can you run on YouTube? 

The specific types of units that can be run on YouTube are constantly changing, so check the company’s resources for advertisers to see an updated list and details. Currently, these are the core ad types that run on the platform:

  • Display ads: Traditional web units that usually appear to the right of the video
  • Overlay ads: Semi-transparent ads that appear on the lower 20% portion of a video
  • Skippable video ads: Video units that allow viewers to skip ads after 5 seconds
  • Non-skippable video ads: Video units that must be watched before the main content
  • Bumper ads: Non-skippable video ads of up to 6 seconds that must be watched
  • Sponsored cards: Text/display units that display alongside the main video

While at first, this might seem like a complicated set of offerings, it’s actually quite manageable once you dive in with your campaigns.

Learn about your audience

If you’re just starting out on YouTube, setting aside some time to learn about YouTube demographics should be the starting point for your YouTube marketing strategy. This includes quantitative data, like

  • Where the majority of users live (nearly 15% of site traffic comes from the U.S.) 
  • Predominant age range (81% of 15–25 year-olds ) 
  • Viewing preferences (70% of watch time is on mobile) 

If your audience skews younger, it might be worth noting that Gen Z viewers are most likely to search for short-form content. 

With a YouTube channel for business, you have access to an Analytics tab. If you already have one up and running, use this tab to learn about your YouTube audience. Monitor watch time and the demographic stats available. Do they confirm your assumptions? How much overlap is there with audiences on your other social channels?

Plan to create content for the audience you have and the desired audience you plan to grow.

Make compelling titles

No matter how good your video looks, it’s useless if no one clicks on it. So it’s imperative that you optimize your video titles to bring in viewers.

Here are some useful tips for creating perfect YouTube titles for greater reach:

  • Find the right keywords 
  • Keep the title short 
  • Create clear and descriptive titles 
  • Tell readers why they need to watch the video 

Create regular youtube video content

Consistently updating your channel with content will keep your channel feed active, increase your presence on YouTube, and help you build an audience. You should aim for a minimum of one video per week, but the right amount of content depends on your audience, your goals, and your content.

One simple way to create a steady stream of content is to produce shorter versions of long-form content. Build a theme around a topic and then post bite-size versions of the theme on a weekly basis. This will keep your audience engaged and coming back for more. 

Leverage youtube tools and features 

YouTube has a host of tools and features that can help you enhance your YouTube marketing strategy. Use end screens and cards to add your desired calls to action.

Shared a video on how to assemble a product? Lead your audience to other videos on how to use the product and other similar content from your playlists.

Add transcripts to your videos. Make your video content universal by adding closed captions. It cuts out the language barrier and makes your content consumable by audiences across borders. At the same time, you can reach out to the disabled with this YouTube video feature. A keyword-optimized video transcript helps enhance your YouTube SEO as well.

These incredible tools come as a part of your YouTube channel. Make the most of these, to level up on your YouTube Marketing strategy. 

Wrapping up 

With so many viewers on YouTube and so much content being watched daily, there is always enough space for good YouTube channels like yours to flourish. What’s important is to have a comprehensive YouTube marketing strategy for your channel. It will help you find your target audience and assist you to gain maximum exposure. 

Also read: The Evolution Of Digital Advertising In A Post-COVID-19 World

About the author

Megha Mayuri

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