YouTube is probably the most time-intensive of all social media, but in today’s video-obsessed environment, a good YouTube channel can pay extra in branding your organization and your event. And, thankfully, you can capture enough video at one event to feed your channel for the next year. So once you get your channel built and can learn to quickly tag, annotate and upload videos, it can become routine.
Owned by Google, YouTube is also an SEO dream. After all, it’s the second largest search engine in the world behind Google. Tagging videos with the right keywords can leapfrog them ahead of other websites, articles and online resources.
At the first level, your YouTube strategy is about growing subscribers. But what will help that cause and how does it fit into your larger social media strategy? Do you want to be seen as an educational resource, and will therefore load your channel with how-to videos? Or do you prefer a thought-leadership or advocacy role? Think of your channel just like a broadcast station on TV. What does your industry need enough that they will tune in regularly?
You should also have a plan and a strategy for promoting your videos through email, social media channels like (Facebook, Twitter and blogging), newsletters and on your website to drive views of your videos.
Here’s 18 tips for using YouTube:
- Keep videos short. Shorter videos get more views. The most watched videos on YouTube are under five minutes.
- Learn to use clickable annotations and call-to-action overlays. A key purpose of these videos is to drive action – presumably registration.
- Put your keywords in your video titles, and make sure to include all your related key words in the “tags” field. Tags also play a role in helping your videos appear in the “related channels” section of other YouTube channels. (Include your organization and event name in your tags.)
- Write good video descriptions (full of your key words).
- Create playlists to categorize your videos – SME interviews, how-to videos, etc.
- Customize your channel page to reflect your brand and event.
- Ask people to subscribe to your page – during the video and in annotations.
- Embed your videos into your website, in blogs, etc. – and include a subscribe button.
- Always promote each video through your other social channels.
- Be consistent in your posting. You need to become a channel people tune into regularly.
- Use the “featured channels” function with exhibitors, partners and others to further drive engagement.
- Comment, like and subscribe to other related industry YouTube channels.
- Consider using the “prevent ads from showing on this page” feature.
- Don’t be overly promotional – it will turn away viewers.
- Interview industry bloggers and key influencers and ask them to cross-promote the videos on their sites. Make sure there’s a subscribe button embedded.
- Create white papers or other resources you can direct people to download at the end of a video so you can capture their information.
- Look and see what your competitors are doing.
- Ensure your like, share and subscribe buttons are prominently placed.
Use video to your advantage and play up your YouTube play. For more strategic tips on using other social media channels, download the complete ACTIVE Network Social Media Playbook.