YouTube is the original space for video content and remains the reigning leader among the waves of new video content-based platforms hitting the market. For most brands, YouTube is where they release a wide range of content without the time constraints platforms such as Snapchat and TikTok pose.
With 62% of businesses already posting content to YouTube, it’s no surprise that brands, including yours, are asking themselves “how do I stand out?”. To be honest, it’s not easy. YouTube is the 2nd most visited site in the world, and there is a lot of competition. But there are strategies that you can use to get ahead.
Let’s take a look at a few ways you can dominate the YouTube space in 2020.
Content, Content, and More Content
Just as with every other platform in the social media world, content is everything. A platform with as much magnitude as YouTube needs well thought-out concepts, detailed planning, and a firm commitment to staying consistent.
To begin, you will need to create your concept and develop an outline. Decide what your “it” factor will be and have a script if necessary and start creating. These steps will vary from business to business, but you get the point.
YouTube videos are not like an Instagram or Facebook post, they are a beast and need a lot of fuel in order to catch fire.
One of our favourite YouTube channels comes from Disney. Sure, they have an unlimited magnitude of available topics, but everything they create is well thought out, and perfectly reflects who they are as a brand. Their channel is an extension of their imaginative world. With video topics ranging from the best references from TV shows, to interviews, to stories of their most infamous characters told using emojis, it’s endless.
Put thought and imagination into what you create. It is the only reason your viewers will come back for more.
Catch Attention Early
According to the YouTube team, the first 10-15 seconds of your video is where you need to place a lot of your focus. Without hooking your audience at the very beginning your viewership will drop off.
Ask yourself: What will catch their attention? What will make those first few seconds feel like minutes of captivating information?
Think about your brand voice, the content of your video, and find the piece that will hook them from the start. Maybe it’s a cheeky intro that has nothing to do with your video. Maybe it’s an important message. Perhaps you show-off a preview of a new product. The beauty of this part of the creation process is there is a lot of room for risks, so take it.
Know your Category, and Own it
This may seem obvious, but hey, we don’t like to leave things unsaid. Knowing your category and what will work within it is going to make your content creation journey that much easier.
For example, you don’t need to create work-out videos if you’re a jewellery company. We aren’t saying don’t step outside the lines a little but be aware of what suits your brand, otherwise, you run the risk of confusing your audience.
A great example of a brand that knows their category and has found a unique place within it is Headspace. Mediation videos are not in short supply on YouTube, so finding a way to stand out within all of the others is a challenge. Headspace provides unique content that keeps them within their zone but also allows them to branch off into different directions. From simply watching someone decorate cookies to relax your mind, to de-cluttering your closet to take a more active approach to relaxation.
Be Easy to Find
This is a big one. Being discoverable on a social media platform is a challenge, so understanding the inner workings of YouTube and the features is very important. Let’s start with keywords. Just like Google, YouTube uses keywords for content creators to make their videos and channels searchable. Finding the right keywords for each video is a must, but you also don’t want to drown in a sea of overused keywords where your content will never be found (sound familiar?). Using tools like Keywordtool.io and TubeBuddy makes this process much easier. Keywordtool.io helps you navigate through keyword options that are more specific, making your choices not so “generic”.
TubeBuddy is a browser extension that will then let you run a test on your chosen keywords, to see it’s score, a competitor analysis, optimization strength, and other related keywords.
Thumbnails Increase Click-Through Rates
So, you’ve got the keywords down, now what? Thumbnails! That small little square is your first visual impression, so what are you going to encourage someone to click? When designing, it’s important to remember what your video is about, and make sure that your thumbnail reflects that. No one wants to click a video based on a cute cat thumbnail, and then end up watching even a few seconds of an unnecessary personal rant.
We recommend that you add in design elements that match your brand aesthetic, decide on a colour palette, include appropriate images, readable text, throw in your proper branding or logo and you’ve got yourself a stand-out thumbnail. Take a look at some of our team’s favourite thumbnail designs:
Nike
Netflix
Marvel
Insider’s Tip: Add Pattern Interrupts
Pattern interrupts are exactly what you’d think. You are adding something into your video that disrupts the flow that will allow your viewer to break their concentration and refocus their attention to something unexpected. This is a valuable insider’s tip, as no-one wants to watch the same person/thing for seven and a half minutes straight.
This is where your planning comes into play. When designing your content outline, be sure to mark the areas where you’d like to add in your interruptions. They can be anything you’d like from a new camera angle, switching fast to a new subject, added graphics or effects, etc. Planning ahead will help the flow of your video, and make the pattern interrupts seem natural and engaging, rather than completely throwing off your viewers.
A great example of a channel that uses pattern interrupts well is Brian Dean’s. If you take a closer look at his videos, you can see he uses the whole gambit of pattern interrupts. Cuts, new angles and LOTS of graphics. This type of content will keep your average watch time high, as constantly changing what your viewer is watching will keep them engaged.
Finally: Share Everywhere
It’s kind of a given but yes, share everywhere! Your social media channels need to support one another, and the content you create. If you are starting a YouTube channel from scratch, this is especially vital. Wherever your brand exists online, share pieces of your video content and direct them to your channel. It’s as simple as that.
More sharing equals more visits, which turns into more views. And as a bonus, you are creating a circular process of your audience moving through multiple channels and getting familiar with your brand.
Start Standing Out on YouTube in 2020
Getting discovered on any social media channel in 2020 may seem like an impossible task, especially on a mogul such as YouTube where content creators are not afraid to give it their all. But in order to make your presence known, your brand has to fully commit. Carve out the time in your day, work an hour extra. Do whatever it takes to follow through with everything we’ve talked about, and more. Don’t be afraid to commit to your business in every sense of the word, including the challenges that social media management and content creation can hold. In the modern world it is the backbone to digital marketing, so now is the time.
If your brand is ready to grab YouTube by the reigns but needs a little guidance, our team is always here to help. Reach out and let us know what you’d like to do, and we will get you there.
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Article Written by:
Angelica Nicole Greene-Barrales
Marketing Lead at Little Bear in the Forest | Digital Marketing Collective
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