As I mentioned last month, YouTube and Facebook are neck and neck for the top spot in social media in terms of unique traffic. The numbers from July are in, and Facebook is, again, the largest social media site. However, the numbers are close enough that there looks like there will be some back and forth between the two social media giants for years to come.
Even though YouTube has been a leading social media site for years, for whatever reason, video still fails to get the budgets that are needed to show that most companies are actually taking it seriously. Here are 3 tips for changing your thinking and giving YouTube the attention it needs to become a part of your social media strategy.
1. Promote your content outside of YouTube.
We all know that YouTube has a lot of views each day, but it also has multiple content uploads each day; which makes it harder to get found? What businesses need to do is utilize all of the places that their target audience visits in order to drive traffic to their videos. Facebook, Twitter and Pinterest are all great places to start promoting your videos, outside of YouTube.
Another way to get your target audience to your video is to embed your YouTube content on your company’s website and in your company blog posts. If you want to increase video awareness within YouTube, you can do that through TrueView advertisements. It is best to use TureView ads within a few days of launching your video.
2. Allow comments.
While it is a big risk for your brand to allow comments, allowing comments is a great way to build community. I know what you’re thinking. “What if they say something bad?” You’re right to wonder. It could happen or, worse yet, you could have a single person bombard you with bad comments. No one likes to hear negative comments, and there are right and wrong ways to handle this situation, but, for now, it is better to focus on what allowing comments will do for you, rather than to fear what could happen.
So, what are the positives of allowing comments? Reading and posting comments allows web users to feel connected to a broader community. It is a fact of human nature that people want to be informed about things that other people care about. Even without submitting a post, merely seeing the comments in the forum makes people feel that others on the web are also interested in and excited about your brand, making them more likely to care themselves.
For those that do choose to comment, creating a post actively engages web users, strengthening their future recollection of the company. Hours, days, or even weeks later, people are more likely to remember your brand if they took the time to formulate and post a response than if they were simply a passive site visitor.
3. YouTube is a listening station.
Brands often think of Twitter and Facebook as the social media to use when it comes to listening to their customers. However, YouTube definitely should not be overlooked for this aspect. If you choose to listen to what your target audience has to say through their comments on your video, it can really make a difference with your marketing strategies in the future.
Through comments, web users can tell the world what they think about your brand and/or your message. In this way, YouTube comments serve as an informal public opinion survey, sans the extra money and hassle, and this is a resource that companies should most definitely take advantage of. Take the time to read through the comments to really understand what the public likes about your product or service, what they are confused about, and what aspects they think could be improved upon.
I know it is hard, but try to avoid being discouraged by criticism. Instead view critiques as constructive feedback that can help you meet your target audience’s needs. You can also join the online dialogue yourself. Great ways to join in on the conversation are: to thank people for their suggestions and to politely ask follow-up questions. By doing this, you can help your target audience know that your company cares about their thoughts and opinions; which will increase their investment in and positive feelings about your brand.
These tips are simple, but they are a start to get you thinking about YouTube as a social media site and not just a video dumping ground. Utilizing these simple tips can help your company succeed in the top two social media sites.