The Groove of YouTube

The Groove of YouTube

This month we’ve written about Google+ and Pinterest. Now it’s time to talk about YouTube, the video channel owned by Google.

YouTube was created in 2005 as a way for individuals to upload videos for a large number of people to see. Soon everything was being posted, from helpful tutorials to kittens playing piano. The idea that nothing was too shocking, gross or boring to be posted became a call for everyone to create something. The wildfire swept over the nation, then the world. Then  businesses discovered that YouTube could be advantageous for their businesses.  Google is now indexing video which is embedded in blog posts on websites. This should make websites rank better when people are searching for content related to the video and blog of the business.

How to begin
You will first need to create an account. If you already have a Google+ account, you won’t need to create a new one, but simply login using your Google+ account. From that point forward, they will be tied together.

Do I need to have my own video?
A good recommendation is that in the long term businesses invest in making their own video(s) to help promote your company. However in the beginning it is not essential or necessary. Some of the things that are good for a business (or even as an individual part of a company) are:

  • Comment on other people’s videos that are pertinent to your business and/or industry
    • Of course it is important, even on YouTube to come off as professional. Therefore, it is not beneficial to slam or insult a competitor. Your comments should be insightful, knowledgeable and even have a bit of humor.
  • Sharing – How to go about sharing videos is right after this section; however, it is important here to say that you should share other people’s videos. Not only does it show that you can respect and even admire other videos, but every share is a way for someone to see you and track back to your own channel.
  • Creating a playlist – as above, it is important to not only have your videos in your channel but others that are in your industry. Good Karma goes a long way. You can create multiple playlists (even a ‘Favorite Videos’ channel) for people to choose from.
  • Rating videos – by rating other people/businesses videos, it show that you are part of the YouTube community and again the ability is there for viewers to track back to your channel and get your company name out there.

How to Share
YouTube gives a very easy interface for sharing videos. Simply find a video of interest to you.

Click on the ‘Share’ button and choose which social network you want to use (currently only Facebook and Twitter are available). You can also +1 (Google) the video which is beneficial to the poster’s analytics. If you do not wish to post to one of the social networks, the ability is there to embed the video in a page or status update as well as e-mail the video to clients. That last option will come in handy once you start creating your own videos.

I just created a video, now how do I effectively use it?
Ok, so you created an account (or signed in with your Google+ account), have liked and rated a few videos about your industry, even created a playlist or two. You just posted your very own video. So what do you need to do to get it noticed and how do you get feedback about it?

 It is very important to you (and all businesses) that you understand how your market is responding to your content. Staying on top of what works and doesn’t work for you can keep you company healthy and vibrant.

The first level of feedback is your video ratings (likes/dislikes) and user comments.  As always, the more views the better. However it is also important that you monitor your likes/dislikes. You might have 1000 views but you have more likes than dislikes, you may need to rethink or retool the video. And how do you find out what may be with with the video? By user comments of course. The comments are a great way to see not only what your viewers are thinking of your video but of your company in general. And if there negative comments, don’t delete them. Open discussion is important and shows that you are not afraid of a little negative feedback. However, you may take one or more of the negative feedback comments and respond to them directly. This will be a delicate procedure (you don’t want it to become an intense dialog on your video post) but if done correctly, will give you a big kudos in the YouTube community.

The second level of feedback is your analytics

From here you will see the following areas:

  • Views Reports
    • Views – how many times you video has been seen
    • Demographics – The percentage of male-to-female viewers
    • Playback locations – whether directly on YouTube watche page or another location
    • Traffic sources – where is the traffic coming from to view your video (such as Facebook or Twitter)
    • Audience Retention – A valuable tool that shows you just how much of your video is being seen.
  • Engagement reports
    • Subscribers
    • Likes and dislikes
    • Favorites – how many people have added  your video as a ‘favorite’
    • Comments – both good and bad
    • Sharing – how often your video(s) have been shared.

All reports can be viewed over a period of time as well. This allows for when a ‘campaign’ of videos have been released and can therefore be tracked correctly.

How about some Keywords?

As with anything on the internet, it is vital that people be able to get to what you are trying to show. Therfore, it is important that during the uploading process of your video that you add keywords that will allow people to search and find your videos. TIP: add at least one keyword that references something that is directly seen in the video. This will come in handy for those people who are not sure what they are looking for and may put in a random term (i.e. “catapulting”).

Where do I go from here?
So now you have a set of channels to get people interested in your business. And you have videos of your own to take that interest and turn that into dollars. So where do you go from here? As you have probably heard, Social Media may sound like a quick thing that you can do as an afterthought, but it is those companies that spend some time on it that will get the best results. It is important to keep your YouTube channel fresh and with new videos. If you take the time now, then it will pay off in the long run.

I look forward to seeing your videos (and liking them) in the near future!

If you need additional help with your Social Media or how to go about creating Videos, you can contact me by going here.