It’s Time to Start Building Your Brand with YouTube

social video preference by network

via Brightcove

There are plenty places to add videos, but YouTube is still the premier social network. People spend more time on YouTube than any other social platform when it comes to video. If you are going to start video marketing, this is the best place to start. Do you know why it’s beneficial for a business to get on YouTube? Believe it or not, only 9% of businesses used YouTube as a social platform in 2015. If you start now, you’ll have a clear competitive advantage.

Social Media Channels Used by US Small Businesses, Fall 2012-Spring 2015 (% of respondents)

I work with YouTube a lot in my job function and I want to show you everything you need to know to create a brand presence on YouTube.

Create Unique Content

Content is and will always be king. If you don’t make great content, all the optimizations and tweaks won’t mean a thing. You can put makeup on a pig. It’ll still be a pig. The first thing you should do to create great content is know your audience. One of the best ways to do that is to actually look into your Google Analytics stats and look at the affinities connected to the people who actually come to your website. Look at your demographics and develop an identity for your channel. You can then start brainstorming ideas and bring those ideas to life.

Engaging Channel Video


The channel or home video is the introduction to your channel. You have to make it count because it could be a make or break deal for a subscription. This is basically the place where you tell your viewers what your channel is about, while also giving the viewer a convincing reason to want more. There’s plenty ways to go about this like directly talking to the viewer, creating a highlight reel of your best videos, or featuring a video on the channel.

Fill Out the About Section

Free People About

The about section is just as important as the channel video. Just like the channel video, this section tells the viewer the essence of the channel. You wouldn’t necessarily talk about the business, so much as what types of videos would be shown on the channel. You can mix in a bit of both like Free People has done in this example.

Create a Consistent Theme with Consistent Content

Now that you have an essential theme with content that your audience would love to watch, you’ll need to be consistent with both. According to Pam Moore, it takes five to seven impressions before a viewer recognizes a brand. You can do this with a consistent theme. This means introducing the same hosts and characters for your individual segments. When it comes to consistent content, we are talking about schedule for your content and sticking to that schedule so that viewers can expect when the next video is coming out. It is a burden to release video on a consistent basis, so maybe its best to start with uploading one video a week at a certain time.

Integrate Live Video

I’m pretty sure I’ve already talked about the power of live video, so I won’t get into too much here. Just know that people are looking for instant gratification and as soon as that notification signifies that you’re going live, people are bound to check it out. According to Livestream, live video is more appealing to brand audiences: 80% would rather watch live video from a brand than read a blog, and 82% prefer live video from a brand to social posts. Those stats alone should get you excited in creating content for live video.

Work with YouTube Influencers

Chriselle Lim

The best part about YouTube is its network of influencers. Just like in life, if you want to be known in a space, you have to work with others and build a network, so that the connection between the influencers and your brand turns into trust and authority in the eyes of your viewer. Get in touch with influencers and work with them. This investment is definitely going to grow your channel and more importantly, your brand.


There’s really no reason your brand shouldn’t be on YouTube. It’s actually pretty crazy why there aren’t many brands to begin with. With the low competition and the high amount reward, as far as brand awareness, you should build an audience with great video content.

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