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Chapter 14 / Section 3 – Developing Your Business Profile Through YouTube Videos
The video hosting website YouTube is one of the world’s largest and most popular sites, and there are millions of people who visit there every day, while the variety of videos is also huge. While some people may publish videos purely for entertainment or marketing purposes, there are some videos that can be distasteful or controversial, so it is wise to be careful not to offend too many people with the videos that are posted online. It is best to have an idea of how YouTube works before starting to post videos there, but with a good understanding, it can be a useful marketing tool to develop your business profile.
The Type Of Business You Operate
While many businesses can be easily promoted and discussed in a video format, this won’t be the perfect option for every company, so it is smart to be realistic about what you can achieve if your run a business that is difficult to promote in a video format. The majority of companies will have products or services that can be turned into attractive or entertaining videos, and it is worth considering how to depict your company favorably in this format. The ultimate aim is to get people watching your video and interacting with your company, and either making a purchase or asking for more information so that your staff can continue to promote the products.
Filming Suitable Videos
It is easy for a YouTube user to click away from your video to watch another on the site, so the key point to stress when filming a video for YouTube is that it either needs to be informative or entertaining. If you are creating a video for information purposes, then try not to include too much surplus information, and keep it brief and accurate. Videos promoting certain products should offer a demonstration of what the product does, and how it will change the viewer’s life if they purchase it. Another good method of growing the profile of your business is to look to make creative and amusing videos with only a small link to the company that will be more likely to go viral.
Understanding The YouTube Viewers
A common mistake that many companies will make when looking at YouTube is to assume that as it has its own search function, that users are looking for the same kind of results as they are when they enter a search into Google or Bing. Users will usually browse YouTube either looking to be entertained or to learn something specific, so make sure your descriptions make clear what your videos are about. Similarly to search engine results, it is worth thinking about the keywords that people will use to find your videos and including those in the video descriptions.
Converting YouTube Views Into Commercial Success
The main aim for most companies promoting themselves on YouTube will be to get viewers to interact with the company, and the quickest way is to place a link to your website in the video description. If you want to get more clicks, then YouTube also offers the option to have paid links that appear on top of the video content itself. A clever trick by those producing information videos is to have one part of a guide on YouTube, and then to have the rest of the guide included on the company’s website.