There are plenty of ways to help your brand grow on YouTube.
Is your goal to create a YouTube channel for your business? A fully-developed channel is a great way to spread brand awareness, build consumer trust, and touch base with your audience. But it's not always easy to get your channel up and running.
If you want to get maximum return on investment for your YouTube channel, you should first focus on visibility. You could dump thousands of dollars into creating high-quality videos, but that won’t mean anything if no one knows your channel exists.
Over 1.9 billion people log in to YouTube every month, making it the second most popular website globally. As you can imagine, the competition is fierce.
Improving awareness is a time-consuming process, but one that will definitely help you get better results.
In an effort to save you time and energy, we are going to take a look at the factors business owners need to consider when maximizing their YouTube channel for visibility.
Create eye-catching thumbnails.
When you type a search query on YouTube, how do you determine which video to watch first? Most people look at the video title and thumbnail. While getting your title right is essential to your success, your thumbnail will likely catch consumers' attention first.
The first thing you should do is pick a background that contrasts with the rest of YouTube’s layout. You'll want to avoid too much red, white, and grey in your background. Sharp contrasting colors draw the eyes of viewers and cause them to stop and look at your thumbnail.
Next, add small details that put your brand kit on display. You can include your brand logo, font, and color scheme as part of the thumbnail for an instantly recognizable image.
The size of your image is also vital to creating an eye-catching thumbnail. You'll want to create an image that 1280 x 720 pixels. Video images tend to look small, especially if someone is browsing your channel from their smartphone. However, creating a large image will make it easier to scale down in the future, which helps maintain quality across your channel.
Add channel details.
Channel details include the various sections on your profile, such as the about section on your profile. When someone finds your channel for the first time, there’s a good chance they will go to the About tab to learn a little more about your company, values, and content.
Completing this section of your profile ensures that new people understand the value you're offering to the community. If someone reads your story and resonates with what you wrote, there's a good chance they will click the subscribe button on your channel.
Filling out this information helps you boost brand awareness after someone has already found your channel, but it's just as important for new users. Most people are not willing to engage with channels that don’t actively put their message on display.
You'll also get the added benefit of improving your SEO ranking on YouTube. The algorithm used by the company looks at all areas of your channel to check for relevancy when displaying results for users.
Write your own subtitles.
While we are on the topic of SEO, let’s talk about subtitles. Artificial intelligence has come a long way since it was introduced. One way YouTube helps creators is by using AI to generate subtitles for videos automatically.
The thing is, this method isn’t always accurate. If you don’t believe us, go to a YouTube channel with default subtitles and turn them on. There’s a good chance the AI system behind the subtitles will get a good chunk of what people are saying wrong.
As a result, the ranking algorithm has a hard time figuring out the context of specific videos. You can solve this problem by adding custom subtitles to your YouTube videos.
When you include your own subtitles, the algorithm reads what’s actually being said, instead of what it assumes the speaker is saying. Consequently, adding subtitles can improve your ranking position when someone searches for one of your chosen keywords.
More importantly, you're making your channel more accessible for new users. Between people who only watch videos with no sound and those who are hard of hearing, subtitles can quite literally make or break your channel for these viewers. Adding subtitles will help you build a stronger brand experience and improve your visibility.
Work with influencers.
Influencers are social media personalities that have a medium to large following based on their niche. Business owners work with these individuals to promote new content, products, and videos.
You can get more sales through influencer marketing, but you truly have a chance to shine when it comes to brand awareness. Working with influencers is sometimes as easy as sending an email and offering a free version of your product or service for review.
The influencer will get a hands-on look at your brand, and then make a video where they talk about the experience. During these promotional events, ask the influencer to include a link to your channel and your website.
Now, if users want to find out more about your company before visiting your website, they can stop by your channel.
Share videos on other platforms.
Other social media channels and your website can help you boost visibility on YouTube. The reason behind this phenomenon isn't hard to figure out. Videos are extremely popular, with 66% of consumers saying they prefer watching videos about a product instead of reading.
You can take this statistic and use it to grow your channel. Promoting your videos on platforms like Facebook and Twitter could result in your clip going viral. The result? More people will come to your YouTube channel to see if your other content is as good as the one that went viral.
If you've worked hard to create high-quality video content, you’ll see a significant boost in sales, engagement, and traffic across your channel and website.
Alternatively, you can add YouTube videos directly to your website. There are several benefits to using this strategy. First, consumers will spend more time on your site because there’s more to do.
If they can read through your sales page in less than a minute, they may bounce and never return. But if you can pull their attention with a 10 minutes demo showing off your latest product, you might secure a new customer.
As a bonus, hosting videos on your site from YouTube can drastically improve speed and performance instead of adding and formatting the video on your website.
Engage with your audience.
Our final tip is centered on engaging with your audience. Talking to people that visit your channel and leave comments is a great way to build trust and get more visibility. Engagement through likes, comments, and subscriptions send positive signals to YouTube’s algorithm, which could push you towards the top of the search results for your keywords.
When surveyed, 31% of people said that trust is the most important quality a brand can possess. Talking to users on your channel will build trust with the person leaving the comment and new users.
People are more likely to leave comments on videos if they see that brands take the time to respond to users and help them through their journey. Spend a couple of minutes each day going through your recent and popular videos to find engagement opportunities.
Odds are, you won't see your brand awareness soar overnight. However, if you take these tips into consideration and actively work towards improving visibility, you'll likely see consistent incremental growth, which is vital to your success.