With a strategy for planning out your content and a sense of your audience now under your belt, you need to know how to keep your audience engaged with stellar content. The YouTube “Creator Playbook for Brands” outlines 10 key aspects to any great creative strategy:
1) Shareable Content
People share videos they find on YouTube for a reason. They think the video will make their friends laugh or learn something, for the most part. Keep this in mind when you create YouTube content. Also, latching on to trends can only increase viewership.
Successful YouTubers have built up their audiences through what many feel is a genuine connection. Don’t ruin this by jumping in with paid product endorsements. Instead, find an “authentic collaborator,” someone popular on YouTube who shares your target demographic. This means that they may naturally be interested in what your brand has to offer and will not feel like a sell-out when sharing it with their viewers.
3) Discoverable Topics
When people don’t know to search for your brand on YouTube, you’ve got to make your brand easy to find. Again, videos that relate to trending topics will pop up during the millions of searches around that trend. However, you can’t solely count on trends to be discovered. Consider using video titles/content that people are always searching for, like DIYs and how-to shorts.
Unlike those on TV, individual episodes from YouTube series may not necessarily be understood as parts of a larger picture. People stumble upon such videos from people sharing them on other platforms, usually, or because they were recommended based on your other YouTube views. Create each episode of a series so that a viewer can jump in without having seen any of the previous episodes, or at least provide a short recap at the beginning if they’ll need the context.
Maintaining a format, some elements, and a voice keeps your fans loyal. A regular schedule helps keep your viewers tuned in on the reg, as well.
Reaching your target demographic is essential as a brand. Why not search around on YouTube to see what kind of people content like yours attracts? If it’s pre-teen boys when you mean to target young to middle-aged women, then your yogurt brand should rethink its video content.
Consistency isn’t everything — you’ve got to able to keep that consistency going. Make sure whatever you’re doing won’t burst your budget in the long run, and please remember that consistency should not equal boredom.
8) Converse with Viewers
Make your viewers feel personally involved by creating dialogue. Ask them for feedback so they feel like a part of your brand, and definitely respond to their comments when you can (that’s what interns are for?).
9) Interactive Content
Some brands have used viewers’ comments to generate content, specifically citing their inspirational tweets, for example. Also, practices like giving viewers options as to what sort of video they’d like to see next on your channel, video A or video B, will help make them feel more connected to your content.
Showcase people who truly care about your brand/product. Whether it’s the CEO who came from a small town and started with just one store on an unkempt, dirt road or a bunch of your product’s users who can tell inspiring anecdotes, real people will help draw other real people to your brand. Avoid stock footage and a generic voiceover that makes viewers roll their eyes and feel distanced from the true voice behind your brand.
This should help you get your brand’s content ready to go. Next, we’ll fill you in on how and when to release it.