Youtube may not be the first thing that comes to mind when you think “social media,” but since 2019 it has actually been the most-used social platform, surpassing even Facebook. Youtube’s rise demonstrates an interest and high engagement in video content and an increasing ability to access that video content from anywhere. Youtube specializes in long-form content, so you can host longer videos that capture viewer’s attention for more than a minute. (The opposite, short-form content, is generally a minute or less for video content. See Marketing with TikTok.) Used correctly, your Youtube channel could attract thousands of visitors to your website.
Youtube is good for :
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Long-form video content (> 3 min)
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your marketing strategy if you are moderately comfortable with technology
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, including cameras and microphones
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Expressing opinions, reviews, education
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. It is great for establishing the voice of your brand and expressing your opinions and producing educational content. It also works well as a form of indirect marketing.
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Youtube is best for video content that is a minute or more, though most videos are at least three minutes and can be as long as you’d like (from 15 minutes to an hour or more). Often, Youtube videos are treated like presentations: you should have a general idea of what you’re going to say and do, and maybe even a script. There isn’t a “right” length for videos, so play around with a few different lengths to see what keeps your audience engaged and coming back for more.
Making Good Videos
Everyone has a different approach to making video content. Some are relaxed, while others are hyper-scripted. Some use top-of-the-line cameras and a bunch of studio lights, while others invest in a simple camera and use natural lighting. Some feature new people every video, while others have the same faces in each one. How you create your videos is entirely up to you.
Equipment
You do not need to invest thousands of dollars into good video equipment, but you should have the following:
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Remember that at the end of the day, you want to produce something that people will watch. While you’re not filming a blockbuster movie, your video and audio quality should be good enough that they are not distracting to viewers.
Content
Think of your Youtube channel like a TV series. Recurring themes and people will help viewers connect with your brand. They’ll start to recognize people and each person’s personality. (On that note: videos with people in them tend to do best.)
Interacting on Youtube
Youtube allows you to like and comment on videos and subscribe to channels. In addition to prompting viewers to like, comment, and subscribe, you can send more viewers to your channel by commenting on other people’s videos. Videos with more interaction are shown more often in search results.
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