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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 the people on your channel and recognize what each host brings to the show, whether that’s a comedic aspect, in-depth knowledge, or a bubbly personality. On that note, videos with people in them tend to do best. Don’t focus so much on the products that your viewers don’t have a chance to get to know you. What sets you, your store, and your brand apart from the others?
When titling your content, don’t be afraid to get creative. Quirky and clever titles entice potential viewers to click on your content. Your titles should be intriguing enough to make viewers want to know more. Use the description section to add more links and details. Only add links and details to augment content that’s already in the videos.
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Youtube is good for indirect marketing. Instead of treating your videos like TV advertisements for your products, incorporating your products subtly (or maybe not even at all!) will make your videos less sales-pitchy pitch feeling and focus more on providing value to viewers. Brand recognition and loyalty goes a long way when viewers are ready to make a purchase.
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Educational content: provide videos instead of or in addition to text-based content (such as blogs and written guides). Topics like how to choose an engagement ring, gem and metal information, or how diamonds are graded are all areas you have niche expertise in.
Reviews: if you love a certain brand or there are new products in your store, consider doing a review. Instead of a video that compares one product or brand to a different one, highlight the features of one. Consider bringing in a model and showing how to style a certain piece.
Trip Recaps & Vlogs: does your store go on diamond-buying trips to Antwerp? Do you go to trade shows every year? Take a few videos that demonstrate the highlights of your trip and stitch them together for some travel-vlog-style content.
Store updates: some consumers would rather watch videos than read text. Create store updates every month or quarter and embed the videos in your newsletters.
Some of your content may be seasonal, and others evergreen. Doing Creating a mix of the two will keep your channel relevant while giving providing you an archive of past content that you can link to again and again.
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