Youtube is a great platform to market on. One of the things that I like about Youtube marketing is the average watch time seems to be so much higher especially when you are using paid ads.
In order for Youtube to be effective you need to make sure that your content is good. What makes good content is paying attention to the details and knowing what message you are trying to communicate to your target audience.
Putting up just any video does not guarantee success on Youtube but thinking through a strategy about how you want your audience to feel, what mindset your audience is in, are they someone who has heard of you before or are they a "cold lead", what type of value are you giving them, and what your call to action is, is what determines the success of your marketing efforts.
The main metric that I like to use and look at when it comes to if a video is successful or not is the "minutes watched".
That metric to me is really important because when you make a video you want people to actually watch the video not just look at it for 3 seconds and move on. So that is why minutes watched is my favorite metric.
Paying attention to how many minutes are being watched will be a good indicator on what you have to work on as a marketer.
If you have a 5 minute video and people are watching just 10 seconds of your video then you know you have to work on creating more engaging content or targeting a different audience.
Focus less on how long or short a video needs to be and more on how do you make interesting videos because if the video is interesting then it doesn't matter if your video is 30 minutes long interested people will watch.
Here are some action steps you can take to use Youtube as a marketing channel
- first (like always) decide who you are targeting
- create a video that tells a story (if you need examples look at stiry.com) that will resonate with your target audience
- upload the video to Youtube and make sure to optimize the post
- create a thumbnail for your video that will attract your audience to click
- make sure that your Youtube video setting is set to public
- go to google adwords and set up an account and run your video to your target audience
- after a few days of running your Youtube ad take a look at your numbers and see how the what your view rate, cost per view, earned views, earned subscribers, earned shares, and percentage of video watched are
If you ever have further questions or need help with your marketing reach out to me at firstname.lastname@example.org