Streaming video represents one of the biggest leaps in media production and consumption in the world, and YouTube is at the forefront. With more than three billion searches processed per month, it is the second largest search engine in the world, just behind Google, and is used by more people in the 18-34 age group than any cable network. 74% of adults use YouTube regularly. It is also used almost ubiquitously across income strata and ethnicities.
YouTube is a direct connection to the lives of consumers, and leveraging it is an important tool for online sellers. Here are some tips from the pros of YouTube production.
Put content first
“We ask most clients to focus on creating great, engaging and scalable content first,” says Cameron Berkman of Holocene Production, a full-service production studio and creative agency.
Together with its business partner, Lauren Salatich, the company has created live series on YouTube for media clients. “When you focus on content that matches the brand’s point of view, instead of starting with KPIs and conversion goals, you’ll naturally get more conversions. “
Berkman stresses that content is paramount and that each video must be able to stand on its own and enrich audiences in order to avoid awkward product placement collaborations that seem inauthentic.
Tell a story
Creating standalone content means putting the story first. And good storytelling is the key.
Daniel Malakai Cabrera of production company Substance Over Hype focuses on brand storytelling. He has written, produced and directed a series of award-winning short films for JW Marriott.
Marketing has always been the goal of videos, but it took a step back from the narrative, which created engaging content that viewers actually wanted to watch.
You don’t need JW Marriott’s marketing resources to be successful. This is a strategy that can be used with varying budgets, as long as the story is convincing.
Don’t be afraid to try and fail – in the beginning
Knowing that content is everything, you can focus on KPIs. Think about what conversions you want to generate with your video series or content.
Are you focused on brand awareness, purchasing consideration, or actual product purchases? What actions will a user take to indicate that a KPI is reached, and how will you track those actions?
Once you understand your conversion goal and tracking, optimize those conversions.
For example, Playbook Media partnered with production company Toughtown to produce a series of commercials for the power-saving app OhmConnect which ran on the brand’s YouTube page. Their goal was high click-through rates on their Facebook and Instagram ads.
They structured the video creation in a modular format to produce as many elements as possible, then they tested different combinations of video elements to see what worked best. With this tactic, they were able to increase conversions while lowering the cost of acquiring a customer.
Take advantage of well-known creators
Pollution, a digital content agency, has partnered with Miyoko’s Creamery to launch the Vegan Butter channel. Their first series for the chain, Making it Butter and Vegan, highlights some of LA’s top plant-loving chefs as they cook butter-based dishes using Miyoko’s vegan butter.
“From a brand perspective, this channel builds on the passionate fan base of Miyoko and its products,” said Asher Brown, CEO of Pollution.
The series also includes top vegan chefs like Justine Hernandez, Velvet Jacobs, and Chris Tucker.
Since many brands don’t have a high number of YouTube subscribers, especially early on, leveraging well-known creators can help speed up content success.
Amplify content across all channels
While YouTube is a great discovery channel due to how often it is used for search, in order to maximize the performance of your video, you may also want to consider distributing it on other platforms, especially as a young brand. with a small subscriber base.
You can follow Playbook Media and Toughtown’s concept of distributing YouTube content as ads on social media platforms like Facebook and Instagram.
You can also showcase your YouTube content to publishers as part of your brand’s PR strategy. Since many digital publishers strive to provide audiences with well-produced and engaging video content, offering your brand’s YouTube creation can be a win-win solution.
YouTube marketing is complex and mistakes can be costly because production budgets are substantial. Preparation is the key. Start with a content-driven mindset, then define what success looks like and how you’re going to measure it. Throughout production, remember your brand identity and focus on storytelling and authentic collaborations with creators. Following this framework will allow your YouTube content to become a powerful part of your brand’s marketing strategy.