It’s no secret that YouTube is still the king of online video. While the other social media giants have adjusted and tweaked their platforms to better handle video, YouTube’s always been focused solely on the medium, so it’s still ahead of the game.
However, what remains a secret to many business owners and marketers is how, exactly, to best use YouTube to their advantage.
Video production is never easy no matter where the content is intended to be displayed, but with YouTube, you need to consider the preferences of that specific community, as well as the inherent expectations of the platform itself.
We’ve been in NY and NJ video production for many years and we know what it takes to design videos to succeed on YouTube, so let’s go over why YouTube’s still so important and how you can use it to reach and connect with new audiences.
The numbers never lie, YouTube is still on the rise.
The bottom line is, the number of people who discover, watch, and share YouTube videos has been on a steady incline for a while now.
More people are heading to YouTube, and when they get there, they’re staying longer and spending more time watching content, per session, than ever before, and the average YouTube session on mobile devices has increased dramatically over the past couple of years, now up to more than 40 minutes.
Believe it or not, at this point, more people are watching YouTube on their mobile devices than are watching any cable network. The point is, YouTube is more popular than ever. Its community has refined its tastes and preferences over time, and they love mobile video. So if a large part of your audience is using mobile devices, YouTube’s a great way to connect with them.
The other thing is, while many thought that the reign of YouTube would have been seriously threatened by the other social media sites getting into video, in fact, the exact opposite has happened.
The other social platforms like Facebook had to evolve to keep up with the evolution of their communities and YouTube is continuing to reap the benefits of the rising popularity of watching video on mobile devices, right alongside these other platforms.
For more information on how YouTube differs from some of the other social sites, check out our previous post: Facebook or YouTube? Where Should You Take Your Video Production Plan.
Start a conversation and interact.
As far as what makes a video fall under the classification of YouTube-friendly content, take it from us as NJ / NY video production vets, you need to be mindful of the fact that YouTube is a social site, first and foremost.
The YouTube community members come to the site solely to find and watch videos, so they’re notoriously picky. That means that you need to connect with them on an emotional level or provide them with real value for your corporate or commercial video production efforts to succeed.
YouTube video content needs to start a conversation, and if the main part of your content isn’t very conversational, try to create supplemental content that is, such as a behind-the-scenes video, for example.
And no matter what kind of content you decide to create, you need to interact with fans and followers on YouTube. It’s the only way to give your videos any shot of going viral. Even the big brands like Old Spice have to get their spokespeople to actively interact with the YouTube community to get them to share their videos.
However, reaching out to your audience on YouTube is not the only way to get them to interact. You can also create interactive video content, actively asking for suggestions or ideas from the audience to then create content around.
That way, you’ll be giving the viewer a voice and letting them know you’re listening to it as well.
Grab audience attention and optimize.
We’ve been in video production in NJ and NY long enough to know that just as important as the subject matter and style of the content you create is the need to properly optimize your YouTube videos for search engine purposes.
Basically, you need to do your research to find keywords relevant to each video and then insert them in all the necessary fields, such as the title, description, and tags.
You should also try to create customized and attention-grabbing video thumbnail images. You need to think of your thumbnails as your movie trailers or posters, the viewer’s first impression of your videos.
Also, try to come up with creative titles, relevant to both the search term as well as the content within the video, and put together playlists categorized by topics, events, etc., so that viewers can enjoy related content and get a true feel for your brand.
The downside… there’s always a downside.
While there are obvious advantages to YouTube being the 2nd largest search engine in the world behind Google, that also means there’s a ton of competition.
There are more than a million YouTube channels now, so you can’t play it fast and loose with your video content anymore. That’s why proper optimization is so important, but you also need a clearly defined and very specific goal before you design a video production for YouTube.
And you need to share your videos on your own personal social profiles and encourage others to do the same. Also, as always, you should try to keep things consistent in terms of the kind of content you create and how often you create it.
We can tell you from first-hand experience in NJ / NY video production that there are too many other options on YouTube now to fail because of disorganization. You need to be clear, focused, and consistent.
YouTube is only getting stronger…
The bottom line is, although other social sites have begun to better handle and encourage the creation of video content, YouTube is only getting more popular, especially with mobile users.
To succeed on YouTube, your content needs to provide genuine value to the viewer and/or evoke a deep emotion out of them. And YouTube is a social site, so you need to try to start a conversation with your videos and actively interact with the community.
Just remember to optimize your videos properly, to have a clearly defined goal, and to keep things consistent, because while there are more potential leads and sales on YouTube than ever before, there is also more competition, so you need to bring your A game.
About KVibe Productions: A longtime leader in the NY and NJ video production industry, KVibe offers the full array of film and video production services. Whether you need a commercial, a corporate video production, or a feature film, KVibe will take you all the way from development through distribution, and at KVibe Productions, we create to inspire.