YouTube: The Untapped Opportunity

Posted by Center for Social Commerce • October 31, 2014

by Emily Key

When businesses and everyday people alike think about social media outlets, their minds automatically jump to the big three: Facebook, Twitter and Instagram. Companies are constantly thinking about how to integrate these social media platforms into their campaigns, and media consumers are lapping up their content faster than the companies can produce it. However, what everyone seems to be forgetting about is the over 1 billion unique users that visit YouTube each day. It’s a media aggregator that just keeps expanding, and it’s not stopping anytime soon.

According to a recent Social Media Today article titled, “How to Build an Audience on YouTube,” “over 6 billion hours of video are being watched on YouTube every month… [and] this social network reaches more adult viewers in the US than cable TV.” Forget commercials. Forget the ‘Gram. What companies really need to be focusing on is making YouTube an integral part of their marketing plan. The goal is of course to find quality and relevant content to put out there, but what good would that be without the right audience? That’s why Social Media Today came up with foolproof techniques on how to maximize quality interactions and build the proper following on YouTube:
1. Identify Your Target Audience: No matter who you are, it’s quite impossible to appeal to all 1 billion users on YouTube. It is crucial to identify who you’re trying to target, and figure out what they’re looking for. What age groups are you most interested in reaching? Are you trying to entertain? Educate? Persuade? These are all questions that once you answer, you will understand how to attract new viewers, and what you have to put out there to keep that audience hooked.
2. Utilize Forums: People love to talk about what matters to them. The conversations are out there. Be a part of them! Aggregate the questions/topics that your audience is talking about and turn it into a how-to guide or tutorial. You’ll be surprised at how interactive and loyal forum users can be.
3. Use Statistic Tool in YouTube: This is the perfect time to utilize Facebook and Twitter. Post your videos on these sites and use the tools on YouTube to analyze who watches them. This will allow you to streamline for your audience more effectively.
4. Tell your audience what’s in it for them: A big problem for YouTube content is motivating viewers to continue to watch your videos or subscribe to your channel. This can be fixed as easily as summarizing what you’re going to be showing/teaching/explaining at the very beginning of your video.
5. Focus on Search Engine Optimization: YouTube algorithms and Google search factors are a huge part of the equation in terms of views, drop-off, comments, etc. To improve the amount/effectiveness of hits you get per video, make sure you have a catchy and relevant title that draws attention, include keywords and tags that Google would pick up on, and a description that engages viewers, or even links them back to your other social media platforms for further conversation/engagement.

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