Making the most of YouTube
YouTube was established in 2005 and has since become a global phenomenon, receiving more than three billion views a day – 50% more than last year alone. Users are typically aged 18–55, with a fairly even split between men and women. YouTube users can upload their own videos or watch other people's videos at the click of a button. Because it is free and allows you to reach thousands or even millions of people, YouTube is a cost-effective tool for businesses to use as part of their marketing and promotions mix.
On this page:
- The benefits of a YouTube channel
- The basics of setting up a YouTube channel
- Resources to help you use YouTube
The benefits of a YouTube channel
YouTube is the second most popular social media website in New Zealand, after Facebook, according to 2011 data from web traffic monitoring company Alexa. In addition, New Zealand market research company Perceptive found that 63% of 15–24-year-olds, 47% of 25–34-year-olds and 40% of 35–44-year-olds use YouTube frequently compared with 36% of 45–54-year-olds who use YouTube often – highlighting the popularity and potential reach of YouTube.
Video marketing using a personalised YouTube channel can build your brand by simply entertaining viewers, as Cadbury did in the UK with their popular video featuring a gorilla playing the drums. Or, you can help viewers use your products and services via a 'how-to' video. If, for example, you sell mountain bikes, you could make a video about how to repair a puncture.
Another way to promote your business using YouTube is to tell viewers more about your business by posting a video giving them a behind-the-scenes look at your business. For example, a restaurant could give viewers a tour of the kitchen and wine cellar, introducing staff along the way.
By entertaining, helping, and building relationships with viewers in these ways, you help to keep your business top of mind. It’s also quick and simple for viewers who like your videos to spread the word about them by liking them on YouTube or sharing them on Facebook and Twitter.
Uploading videos onto YouTube and not just on your business's website will give you access to a much larger audience. YouTube users are able for search for videos on particular topics, which increases the chances of your video being viewed. Another benefit of using a YouTube channel is that you spare your own site the bandwidth drain of streaming video, potentially saving you money on data charges.
Last but not least, YouTube videos are an affordable way to promote your business. While the cost of producing a slick video for television goes well beyond most small businesses' budgets, most YouTube videos can be shot using inexpensive amateur cameras. Bear in mind that a low-resolution video might appear pixelated or blurry if it is expanded, which might take away some of the impact of your video.
It does pay to remember that good filming technique is important. And don't underestimate the importance of audio – if you're using a camcorder with an external microphone input, it will pay to invest in a decent microphone.
The basics of setting up a YouTube channel
Setting up a YouTube channel (or account) is simple. Go to http://www.youtube.com/, and click on 'Create Account' in the upper right-hand corner of the page. You'll then be asked to enter your username, which will become your YouTube web address. Try to get your business's name or your business's name plus one more word if the name has already been taken – for example: http://www.youtube.com/shopthewarehouse.
You'll also be asked to provide some basic information about yourself, and to accept Google and YouTube's Terms of Service. Once you have completed this registration process, you’ll be given the option of customising your page.
You can start adding information to your profile by clicking on 'Edit' in the profile box. At the very least, you should add your business's web address, a description of your channel, and any relevant experience or qualifications you have in your industry. Some YouTube tutorials advise putting your web address at both the bottom and top of the description of your channel.
You can add information in the 'Hometown' and 'About me' sections if it is relevant to your business and will help customers relate to you. For example, if you manufacture children's toys, it would be worth mentioning how many children you have. If you're a surfboard shaper and your hometown is a popular surfing destination, you would want viewers to know this.
Make sure you uncheck any boxes that you haven't filled in, so that the subheadings won't display in your profile, and always remember to hit 'Save Changes' each time you have finished adding information and changing settings on your YouTube channel.
To upload a profile picture or your company logo at any time, simply click on the drop-down menu next to your channel's username in the upper right-hand corner of the page, and select 'Account'. This will take you to a page where you can upload an image by selecting 'Change' beneath the default blank profile picture.
To return to the overview of your YouTube channel, go back to the drop-down menu and select 'My Channel'.
Under 'Privacy' in the 'Recent Activity' area, tick the box marked 'Upload a video' under the heading 'What activities do I share?' Then, on the right-hand side, select the social media accounts such as Facebook and Twitter that you'll share to each time you upload a new video. This way, you'll draw Facebook fans and Twitter followers to your YouTube channel. It's probably a good idea to unselect the other options here, such as the option to share each time you 'Like' or comment on a YouTube video, so that you’re not spamming your fans and followers with information perhaps not relevant to them.
Under 'Settings' at the top of your page, make sure the box next to 'Make Channel Visible' is checked 'Yes', and then add your 'Channel Tags' – these are keywords people are likely to type in when searching for content on YouTube. There is a limit to the number of words you can enter here, so choose words that best describe your business and niche.
'Themes and Colours' allows you to choose a colour for your channel to customise its appearance. 'Modules' is where you select the modules that will show on your page in addition to your profile, such as who your subscribers are, which channels you subscribe to, and comments. You can also move the modules around your page by clicking on the small arrows in each module. Finally, under 'Videos and Playlists', make sure you check 'My Uploaded Videos' under the heading 'Which content would you like to display?'.
The 'Post Bulletin' option allows you to post regular bulletins, similar to status updates on Facebook. Each time you post a new bulletin, it will be sent to your subscribers and appear in your Recent Activity module. You can tell subscribers about a video you're working on, or include a link to a video on another channel that you’ve enjoyed.
Resources to help you use YouTube
How to upload a video to YouTube: This is YouTube's help page on uploading videos. It contains brief, step-by-step directions, and includes a link to an explanatory video.
Eight tips to make your YouTube video go viral: A short online article containing eight tips that every business can use to increase the chance of their YouTube video going viral. A YouTube video 'goes viral' when lots and lots of people talk about it and share the link to it online and via social media because it's so funny, unique, or interesting.
The definitive YouTube resource list: An extensive list of resources, covering how to upload videos, how to edit videos, tips for making better videos, tips for making your video go viral, and more. In addition, it includes links to video editors and converters.
