Even though many social media marketers tend to neglect YouTube marketing, it is nonetheless a great video-based platform with countless social media marketing opportunities waiting for your business to seize them. YouTube has a total number of two billion monthly active users worldwide and is considered the most used and popular social platform. Being a great source of entertaining content that attracts people of all ages and backgrounds, social media specialists are starting to realize the value of marketing on YouTube.

Another factor that makes this platform a powerful marketing tool is the fact that it is the second-largest search engine on the internet. So, it can also help improve your website’s SEO performance and your brand’s online presence overall. It allows content creators and marketers to present unique and shareable video content for viewers. Let’s go through some basic things you will need to know before you start marketing your brand on YouTube.


Creating a YouTube Business Channel


If you don’t have a YouTube business channel, here are some of the necessary steps you will need to follow to create one. And if you do, you can take inspiration from these steps to optimize your already existing channel.

Opening a Brand Account on Google is the first step you will need to take to create a YouTube channel for your business. It allows you to give access to multiple authorized users working on the same account simultaneously. The Brand Account also enables you to manage multiple YouTube channels under one account. 

With a Brand Account, multiple authorized users can log in simultaneously. Even if you don’t need this right now, it’s an excellent option to keep available as your business grows. With a Brand Account, you can also open and manage multiple YouTube channels.



Understand Your YouTube Audience


When you start focusing your efforts on a new social platform, it is vital to understand its demographics and learn about your audience’s behaviour on this specific platform. By looking at quantitative data indicating where the majority of YouTube users reside and where site traffic comes from. Other things that are important to look at are the age range on the platform and other factors like viewing preferences and used devices.

You can look at qualitative data as well. It can emphasize the sort of topics that are commonly viewed and the type of content that is more likely to be consumed on YouTube.

Your business channel on YouTube will quickly give you access to all sorts of information. In the Analytics tab, you will be able to learn about your YouTube audience to monitor demographics stats and watch time. You can also interact with your audience and learn more about them by posting a question or creating a poll. When you understand the audience you have and the desired audience you want to grow, plan your content accordingly.



Conduct Competitive Analysis

The next step now is to understand your competition since YouTube is a very competitive platform. Through auditing your competitors, you will be able to identify opportunities that you can seize to differentiate your channel from similar channels. Start with 2 to 4 competitors, you probably know them, but it’s okay if you don’t.

We can simply conduct keyword research through Google Ads Keyword Planner tool and find the channels that rank for these keywords you wish to rank for through your videos. You can also manually check the channels that appear for those keywords on YouTube.

Look at key metrics like viewing stats, the number of subscribers and whatever information is made available to you as a viewer. Next, look at the videos they post, the titles and keywords they’re using, the comments and engagement they are receiving. By doing so, you will find out more about their audience who you aim to attract to your channel instead.

Another important thing to keep an eye for as you start rolling out videos is that your competitors aren’t serving ads on your channel’s uploads. You can block them using Google’s ad manager if that happened. And it’s not just competitors that you can learn from, you can even get inspired by your favourite channels on YouTube even if they’re serving a different type of audience and industry.

Learn from their techniques and formats to ensure that your channel gets the same attention that they do. You can also look at trending videos and learn all sorts of things from them, from production quality and common length to community management and viewing trends.

As you look at the different types of channels and the videos they post, you will find yourself deciding on your content strategy and the types of content you want to put out there.


Optimize Your YouTube Videos

Just like Google, YouTube ranks video results according to titles, descriptions, keywords used and of course, other video-related factors like length and quality. This algorithm determines what people will find when searching for a specific topic. Some of the next few tips here are SEO tips, to help your video rank better on YouTube result pages!


  • Curate a strong title: The title is one of the most important components of your video, both YouTube’s Algorithm and your audience will evaluate your video judging by your title. Use relevant keywords and plan your content according to Google Trends and popular searches on YouTube. Focus your title on your topic and content; avoid misleading viewers with irrelevant keywords that just do not fit the video. Use the 60-60 characters you have for the most important keyword, episode number, or series name should come at the end.


  • Add a thoughtfully written description: Your video’s description should provide a brief summary of the video that is keyword-rich and coherent with naturally expressed sentences. Add more context to your video in the first 300 characters, which YouTube show before the user needs to click read more. Provide links in the description when featuring a product int he video or if the video is part of a series. You can also use up to 15 hashtags in your video description.


  • Create a custom thumbnail: YouTube thumbnails are no joke or just another simple step you need to do before posting. The thumbnail is one of the most important components of your video, and most successful videos have custom thumbnails. The custom creative allows your video to stand out, build anticipation and attract viewers. Use the right specs and make sure your creative is high resolution: 2MB is the max size and specs are: 1280 x 720 pixels (16:9 ratio).


  • Uploading and scheduling YouTube Videos: It’s important to note that YouTube users mostly have certain expectations front he channels they subscribe to. One of these expectations is consistency. Make sure you schedule your videos and upload them consistently. You can check your channel analytics to determine the best time to post on YouTube and get higher viewership and engagement.


Optimize Your YouTube Channel and Monitor Its Performance

You can optimize your channel even more to attract more followers, views and subscriptions. Start by making sure all your channel info is available, including a keyword-optimized profile description in the about section and links to your website and other social accounts. As for images, it is essential to ensure that your channel icon is a high-resolution version of your logo and optimize your banner or cover photo space to promote a new product, event or service.



Here are more quick tips to optimize your channel:

  • Add social media account links and your website URL to your banner.
  • Create a channel trailer that auto-plays when users land on your page to promote your channel’s content and brand identity.
  • Organize your videos into coherent playlists to avoid YouTube’s algorithm from auto-playing your competitive’s video after your video. Keep users on your channel sing the playlists feature.
  • Use captions and translations in your videos for versatile reach and viewership. Captions will make your video easier to comprehend by non-native speakers. And translations are essential, especially if your brand is multi-national. Decide what subtitle languages you need to focus on by looking at your analytics and checking top locations of viewers.
  • Try YouTube advertising to expand your reach even more and target a particular audience that might like your content.

Finally, dedicate more time to measuring your channel’s performance through YouTube Analytics and to testing and experimenting new things to understand what works best for you. Keep an eye on your videos’ performance to learn from your mistakes. Monitor your channel’s growth overall and pay attention to subscriber count, audience demographics, device reports and video playback locations or traffic sources. All these factors will help keep your marketing strategy up to date and successful!

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