How to Make Quality YouTube Videos to Build a Loyal Brand Following
Out of all the websites the internet has produced in its relatively short existence, video giant YouTube is in a league of its own. Very few sites can measure up and amount to its popularity. To give you an idea, approximately 300 hours of video content are uploaded to YouTube every minute, and its user base is over 1.3 billion!
No surprise then that YouTube ranks as the second or third most popular domain on the web, depending on how you look at it, flanked by Facebook and Google.
From a branding perspective, incorporating video content into your marketing mix is no longer just a strong recommendation, it is a full-blown requirement. Whether you are a business, public figure, gamer, musician, comedian, or regular person, producing and sharing captivating videos on YouTube is one of the best ways to make a name for yourself. However, this task is easier said than done.
If your goal is to build a large following, video content must be designed and planned out carefully. YouTube audiences are both an interesting and complicated group to market to. Here are some guidelines on how to reach that influencer level.
Create a One-of-a-Kind Personality
A key ingredient to building a loyal fanbase on YouTube is creating a personality that pops. From the second a viewer tunes in, the video should ooze with uniqueness they can’t get anywhere else. This is a common thread among YouTube celebrities.
Regardless of your message, objectives, or background, there are plenty of ways you can incorporate a memorable personality. For instance, Casino Professor, an educational resource that educates about the ins and outs of online casinos, does a fantastic job of using an authentic personality to market their expertise. In their videos, they go over the major vocabulary of how casinos work and what to keep an eye out for. Here is a good piece on wagering requirements:
Using wacky animation and a strongly accented character, they are able to use their videos to not only give viewers a glimpse into the knowledge they offer, but also put a memorable voice in their head that makes a lasting impression.
This is the time to get creative. No one likes listening to an AI voice reading off of a script. If you want to create an animated character, then give them real human traits that others can relate to:
- What do they look like?
- How do they talk?
- What are their interests?
- What would it be like to go out and grab a drink with them?
Prior to producing the content, have a clear picture in your head of who or what embodies the brand personality. Experiment with a few variations and see which one sticks out the most.
Building a following — in any capacity — requires memorable differentiation. When it comes to YouTube, creating an authentic personality to connect with viewers is the best way to do so.
Use Customer Profiles for Inspiration
Before creating any sort of video content, have a firm understanding of your target audience and what they want to see. While evergreen content will always have a place in your strategy, relevance is what brings in the impressive numbers.
Fortunately, there are all kinds of datasets available to influence the creative process. The key is knowing how to read between the lines and make proper inferences to give viewers exactly what they want. This includes the topic, type of people you appeal to, the lingo your audience is accustomed to, and the overall feel.
As a business is ultimately looking to sell products or services, start by looking into customer profiles. If you work with a smart POS system, you can use your customer data to examine the demographics you need to speak to, the types of products or services they are interested in, and the trends they’re following, and use this information to inspire content and brand messaging for your next video.
Nintendo does a wonderful job with their YouTube presence. In the video below, they promote a number of products in the form of a creative scavenger hunt.
For starters, the products they promote are most likely inspired by sales trends and their general popularity.
In terms of targeting certain demographics, the fascinating thing about Nintendo is their incredible ability to captivate young audiences and keep them tuned-in for years to come. In the 1980s and ’90s, they created a number of classic game series that have stood the test of time.
Even though Nintendo’s products have always been primarily geared towards children, older consumers who grew up with timeless titles like Super Mario Bros., The Legend of Zelda, Donkey Kong, Street Fighter, etc. can still appreciate their messaging as they buy the latest installments of their favorite childhood series. The questions they ask in the scavenger hunt videos are based around certain games and can be answered by both younger and older generations of players.
The concept of “know thy customer” has been an echo chamber in the business world for centuries. However, using the right information to fuel your video creation in the age of YouTube requires a great deal of analysis and creativity to hit the mark. As AI and big data become more and more commonplace, the idea of precise audience targeting is no longer a distant fantasy.
Be Open to Collaboration
If you spend a considerable amount of time surfing YouTube, you are more than likely aware of how much collaboration goes on between brands and channels. Working with another big name can do wonders to expand your viewer network and expose your messaging in a whole different light. If done correctly, a good collaboration can also result in a huge spike in sales, increased brand awareness, social proof, and much more.
Similar to working with influencers, the key is to look into the potential partner’s viewer base and determine whether or not some content overlap will work. One of the best YouTube collaborations of all time was with BuzzFeed and Purina. If you’ve ever been on BuzzFeed, you get the feeling, sooner or later, that their readers have a soft spot for dogs – or any cute, furry animal for that matter.
The conversation this dog owner has with his puppy nails the quirky BuzzFeed personality to a T, and the adorable shots of the animal are exactly what the followership tunes in for.
Many up-and-coming YouTubers have a misconception that collaborative campaigns are just for the heavy hitters. This could not be further from the truth. With an awesome brand personality and a good chunk of meaningful content created, a smart association can do a lot to help everyone involved.
If you are just starting out and are looking to ally with a bigger account, you need to take your time and do thorough research and come up with several home run ideas before reaching out to your potential partner.
Keep it Going
In regards to content creation, the most important word to keep in mind is consistency. If your goal is to establish a devoted following and use YouTube as a marketing channel, you won’t get anywhere if you are only producing a few videos here and there.
If you look at some of the top YouTube channels, you’ll see that they make it a point to update their library (channel) on a frequent basis. Now, you don’t have to produce super long videos every day in the name of consistency. In fact, shorter videos tend to perform better. Studies have found that videos up to two minutes long typically receive the most engagement.
There are all kinds of ways you can produce awesome video content in smaller pieces. For example, you can repurpose things like infographics and how-to articles into short video guides and explainers. You can also split up longer items like webcasts or webinars into segments. This is a great way to condense your content and eliminate fluff.
HubSpot does a phenomenal job of this. In the clip below, they break down the complex process of lead scoring into a simplified minute and a half video:
Conveying your concepts in short bursts with animation and voiceovers is a great way to attract viewers and keep them engaged throughout the entire video.
Just be sure that the content you publish falls in line with your chosen personality and format. If you produce a high volume of videos with differing feels to them, it will be much harder to establish brand recognition.
Over to You
YouTube is the undisputed king of video. Don’t expect this platform to go away any time soon.
As many brands have come to realize, a video presence is an essential ingredient in a content marketing strategy these days. Getting your name out there on YouTube takes a great deal of creativity, gumption, and perseverance. Whether you are just starting out or have been trying to gain traction, keep these tips in mind as you continue to build your presence.
Have any more strategies to improve your YouTube following? Feel free to chime in the comments!
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