Social Media for Business- YouTube
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It’s no secret that social media, while always evolving, is here to stay. Not only do platforms like Facebook and Instagram change their layouts and algorithms, new social media channels are coming into fruition and it’s important to understand and adhere to each platform’s intended purpose. While it’s not always practical or even necessary for every business to be on every social media platform, be sure to read the entire Social Media Platforms for Business Series to understand the differences between social media platforms and how to implement best practices.
If you’re interested in improving your online presence, read on to learn about:
YouTube
It’s THE Platform for Video
While Facebook and Instagram are prioritizing video content (showing your videos to other accounts more readily than distributing your other content mediums), YouTube is THE platform for video. I always encourage users to use each platform for its intended purpose and while it’s important to share video across Facebook and Instagram as well, YouTube is the largest platform for video AND the second largest search engine in the world. Yep- after Google, YouTube (which is owned by Google) is the second most popular search engine IN. THE. WORLD. So in an effort to appease the SEO gods, why wouldn’t you share your video content to YouTube?
Why YouTube…
Accessibility
Typically, social media platforms require users to have their own account before viewing content on the platform. For example, if someone sends you a link to a Facebook post and you don’t have a Facebook account, you won’t be able to view the content. With YouTube, however, users can view YouTube content without having their own YouTube account.
Search Engine Optimization (SEO)
Search Engine Optimization involves doing everything in your power to help those searching for content like yours, find your content. Choosing intentional titles with well-researched keywords, uploading custom thumbnails, and sharing detailed descriptions (that also incorporate keywords) can all help improve your SEO. While Facebook and Instagram allow users to implement searchable hashtags, the power of SEO is so much greater.
Video is Easily Organized and Searchable
This goes hand-in-hand with SEO… YouTube videos are more easily searchable than video on Facebook or Instagram. There are also more organizational options within YouTube. Not only can users curate playlists, playlists and videos can be further organized by additional categories such as topic and length.
Long Form Video
I told you I say this all the time- always use each platform for its intended purpose. Facebook and Instagram are great for short, under a minute videos. When scrolling through Facebook and Instagram, users typically have shorter attention spans. YouTube is meant to rival television and is frequented by users who are ready to invest more time in a single video. YouTuber offers the opportunity to teach and share longer, more in depth videos that are more likely to be watched than on any other platform.
How many times have you wanted to learn how to do something and went on YouTube to find a video that would walk you through it? (I know I have done this innumerable times.)
And how many times have you gone to Facebook or Instagram to intentionally search for a how-to video? Probably never.
Embedding Video in Email and on Websites
If you intend to share video in emails or on your website, the easiest way to do so is to first upload your videos to YouTube. Platforms like MailChimp, FloDesk, and Squarespace feature simple, drag-and-drop modules in which you can paste the URL to the published YouTube video you want to embed and the platform will pull the video in for you. Videos that are shared in this way are more likely to be clicked and consumed than videos that are shared as a hyperlink.
Monetizing Your Video
Almost famous? YouTube has a program that allows users to easily monetize their channel. If your channel has the follower count and views. What are the requirements for payday?
Have 1,000 subscribers on your YouTube channel
Your videos must have 4,000 hours of watch time over the last 12 months (not lifetime)
Comply with YouTube's policies and guidelines
Have an AdSense account setup
While these requirements may seem out of reach right now, everyone starts somewhere. If you’re creating video content anyway, I really can’t come up with a reason not to post to YouTube and work toward those dollar bills.
Business YouTube Accounts
The functionality of business YouTube channels isn’t much different from personalized accounts. Uploading video, engaging with content, and monetization work the same way whether you manage a personal or business account. So what’s the benefit to creating a business account?
Credibility
Creating a business YouTube account establishes credibility and allows you a little anonymity (if you want it). Because YouTube is owned by Google, your YouTube account pulls the name associated with your Google account. When you create a business YouTube account, you can name the account after your business. I love Google apps so I use Google Drive, Gmail, Google Calendar, Google EVERYTHING both personally and for my business. I automatically have a personal YouTube account with my name attributed to it and created a business YouTube account that I named Ink & Olive Media so that it’s aligned with my Ink & Olive Facebook, Instagram, Twitter, Pinterest, and LinkedIn accounts.
Add Account Administrators
Like with Facebook business pages, YouTube business accounts allow admins to invite additional users to edit, moderate, and post to the account without having to login with a separate username and password. The ability to add and remove administrators provides account security. While you should still trust anyone you give account access to, this functionality allows you to assign Account Managers and Community Managers while remaining the owner of the account.
Analytics
Having a business YouTube account allows you to view analytics including views, reach, and new subscribers attributed to each video. Check in on this info so you can pivot according to your findings. Note the content of the videos that get the most results and create more of that content. While it’s great to have access to analytics, the information doesn’t mean anything unless you learn from it.
YouTube Best Practices
Complete Your Profile
From adding a profile photo and cover art to writing a channel description, fill out as much information as you can. Make sure that channel visitors know what your business offers and why they should explore your content.
Optimize your Content
Remember the importance of SEO? Write keyword rich titles and descriptions and upload intentional thumbnails to eat video.
Add Captions
If you want your videos to reach their max potential, add captions. A study conducted by Verizon Media found that:
69% of those polled view video with sound off in public places and 25% watch with sound off in private places
80% are more likely to watch an entire video when captions are available
50% say captions are important because they watch video with sound off
While YouTube makes it easy to add captions as you update your videos, there are also tools like Kapwing that allow you to add and customize subtitles to your video files.
Consistency
Upload as much valuable content as you can. More content released means more content to be discovered and consumed. Whatever your content threshold is, be consistent. Your followers should grow to know what to expect from you and how often they can expect it.
What Now
If you’ve created your business YouTube account and are releasing content, don’t forget to upload your videos natively to your other social media platforms. Because YouTube viewers typically have longer attention spans, break down your videos to make them easier to consume on Facebook and Instagram. Check and learn from your analytics- adjust accordingly.
Having trouble knowing what content to create? The Ink & Olive Content Planning Guide walks you through establishing your content pillars, brainstorming video content, and planning social media posts. Need some more personalized assistance? Schedule a one-on-one consultation HERE.