Since its launch in 2005, YouTube has become a mainstream social media platform with more than 2 billion unique viewers flocking to the site every day. Once a small niche market, online video has quickly moved into the mainstream and become a regular part of our media consumption. With online video viewing surpassing some of the largest television ratings, it can be difficult for small businesses to stand out in the sea of content. Here are three ways that you can increase your discovery rate and build a loyal audience on YouTube.
YouTube audiences are fickle, and they are always just a single click away from jumping over to the next video. So, while the saying, “content is king,” still holds true, the key to getting your videos discovered is to create content that will add value to your target audience. It doesn’t matter which creative format you use, be it interviews, how-tos, news focused, or a scripted web series, you need to make sure they give people a reason to view and share your videos.
The most significant challenge that everyone faces on YouTube is getting viewers to come back after they’ve viewed the original video. Having a viral hit is nothing more than short-term success. To get people to go back to your channel, you have to give them a reason to. This is why branding and packaging are so crucial. Your brand serves as a navigation marker in the sea of online videos. Creating content with a strong point of view will help define your brand. This will also help you position yourself as an expert in your industry.
The packaging of your video is the branding that is expressed around your content. For this, you can include graphic intros or end cards that display your URL or YouTube channel name. This helps to reinforce your brand, so people don’t have to guess what they are watching.
When it comes to being found online, it’s all about SEO. The same rules that apply to making your website or blog discoverable, apply to your online videos. YouTube has become the second largest search platform, so when people go to YouTube, they are often searching for something specific. Optimize your videos by creating clever titles and descriptions with relevant keywords. This will help viewers find your content.
These three strategies are some of the best ways to develop and build your audience on YouTube. They have proven successful for reaching beyond the hype of creating viral videos and moving toward your business being able to build a consistent and genuine community.