How to Make YouTube Work for Your Brand
YouTube is known to be a highly valuable platform for brands due to its sheer scale and reach. Using the platform strategically and optimizing your channel and output can produce significant uplift for your brand.
The competition is fierce, but with Motorcycle Marketing guiding you along the way on your journey to YouTube excellence you’ll soon be standing out from the crowd.
Why Is YouTube So Important for Marketing?
YouTube boasts an astonishing 2.6 billion active users and over a billion hours of video watched every day, with 52% of internet users worldwide accessing YouTube on a monthly basis.
It is also known to be the second biggest search engine in the world after Google and is owned by the same parent company, Alphabet Inc. If you have a product to sell, the chances are your future customers are on YouTube, looking for entertainment and possibly already even on the lookout for information about your products.
Even in the motorcycle industry alone there are thousands of creators and brands regularly publishing content. However, by following a specific methodology you can ensure your videos are not lost in the ocean of endless YouTube content.
Furthermore, whilst ensuring your channel and videos are optimized for maximum visibility, the content of the videos you publish on YouTube can focus on two important goals, to entertain and to inform. It is time consuming and resource sapping to produce good video content, but it is well worthwhile when done effectively…
This timeless piece of evergreen content showing in detail how the Multistrada 1200 is assembled was created by Ducati seven years ago is still racking up views to this day. Many manufacturers would not be brave enough to show the processes inside their factories in such an intimate manner, yet Ducati’s bold and proud snapshot of their craftsmanship has paid dividends. It’s informative content and for bike enthusiasts like us it’s also entertainment.
Before we get onto creating the magic, let’s consider the technical approach to optimizing a YouTube channel to ensure a good proportion of those 2.6 billion users get a good look at your content.
How Do I Optimize My Company’s Presence on YouTube?
One of the first steps with optimizing your YouTube channel is to ensure that the basics of the account configuration have been taken care of.
You can drive website traffic, encourage users to join your newsletter database and promote your other social media channels by setting up the channel to work effectively in conjunction with your wider marketing strategy. You can promote key messages in the About section of your channel, in your videos themselves and in the descriptions on your videos.
Take a look at the YouTube channel of Touratech here, where you can see that they’re promoting their website through the main video they have placed at the top of their ‘Home’ section.
Touratech have also made good use of their banner image at the top of the page and further promote their website and social channels through the designated buttons on the banner.
You also have the opportunity to interact with your audience in YouTube comments. Brands as big as Red Bull actually take the time to do this. Just take a look at the comments below this video profile of Jorge Prado, where the Red Bull admin has taken the time to interact with positive user comments, further increasing engagement.
Actively prompting viewers of your videos and visitors to your YouTube profile to subscribe to your content is also a wise move. Your subscribers will get notifications when you release new content and if they click through to watch newly uploaded videos, your content trends and appears more often for other users, thanks to the YouTube algorithm.
UK based bike insurance specialists Bennetts have gradually built up their subscriber numbers over the years. A quick glance at their well-configured YouTube channel also highlights how effectively they use strong thumbnail images to promote each new video they publish, with a clear call-out of what each video is about.
You can also follow specific checklists to ‘rank’ your videos from expert sources such as Hubspot. This means your videos appear prominently when YouTube users search for specific things, such as ‘safest motorcycle helmet’, ‘best 250cc off road bike’, or ‘strongest motorcycle disc lock’.
Amongst the proven tactics outlined by Hubspot in that article are:
- Using keywords in the file name of your video before uploading it to YouTube, such as ‘waterproof_motorcycle_jacket.mp4’
- Putting keywords in your the video titles, for example ‘Is this the best motorcycle helmet on the market?’.
- Include relevant keywords and hashtags in your video descriptions
- Categorizing your video and adding relevant tags when uploading
- Including keywords and key messages in custom thumbnails
- Creating and including SRT files to add subtitles to your videos, thus giving YouTube more information about the contents
- Leaving a pinned comment on your video at the top of the comments section to provide more information to viewers who may skip past your video description
Following these tips and applying best practices to your video upload process can make a huge difference to the results you achieve.
Ultimately Quality Content Sets You Apart
Getting big numbers on your YouTube videos goes way beyond search engine optimization and channel optimization. What really makes the difference is the quality of the content you produce.
If you don’t have the capacity or creativity to produce strong video content the easiest solution is to work with a specialist creator to do so on your behalf.
In terms of examples of how to produce stunning videos, one of the best YouTube accounts for motorcycle content is Fortnine, which is a channel we have mentioned previously on the Motorcycle Marketing blog (we’re big fans!).
Fortnine’s videos are brilliantly researched and produced, resulting in millions of views and subscribers. In fact, more than 275 million views since they launched in 2016! Interestingly Fortnine is a Canada based e-commerce platform selling riding gear which has used content creation and YouTube marketing brilliantly to grow a brand, a huge audience and a hungry customer base.
They also work in collaboration with RevZilla which is a U.S. based company with a similar business model, passing each other traffic and promoting each other’s content. It’s an intelligent way of working.
Contact the team here at Motorcycle Marketing now to help you define your content strategy, create your content for you and optimize your YouTube channel.
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