YouTube is the largest video sharing website ever – no other comes close. Today YouTube has about 1 billion viewers. This huge mass of users is watching about 4 billion videos a day.
There are almost any category of viewers on YouTube, i.e. almost any type of business will be able to find their potential customers there and promote their products. While traffic on other video platforms is gradually decreasing, the popularity of YouTube is constantly growing. However, very few companies invest in YouTube marketing.
Why? Because it’s hard.
Compare the cost and complexity of creating a video versus writing a blog post on the same topic and a similar level of quality – it’s easy to see that the video will cost more. The advanced business knows the costs will pay off afterwards, but still the high barrier to entry scares off the rest.
If you’re considering promoting on YouTube, or if you’ve just started your business and haven’t really found a solid footing yet, then this article is for you.
Start with viewers
The strategy for creating content for YouTube is similar to the strategy for working with content on any other marketing channel. First of all, your content needs to be targeted to a specific category of viewers. The more accurately you define your niche, the more interest the viewers will show in it. You can buy YouTube likes to give more authority to your video in the niche.
There are three main aspects to consider at this stage.
Aspect N1: Type of person. First, determine the type of viewer you want to create content for. Ideally, this should be the same person who buys your product.
Try to get even more specific data. Let’s take an example related to day-traders:
- Novice traders;
- Experienced traders;
- Traders in a specific geographic region.
You can narrow your audience by defining more precisely their level of knowledge about your topic and geographic location. A well-targeted audience is very important because it allows you to target your content.
You cannot create content for both newbies and experienced professionals at the same time, and if you try to do so, at least half of them will always be unhappy.
Aspect N2: What do they want to do? What is the task pursued? The second step in identifying your audience is to find out what their main goals are. Are they trying to make more money? Make your home more attractive? Learn to cook better? To be in good physical shape? And so on.
Identify what they care about most. Ideally, this should also apply to your product, although not always a prerequisite. For example, you can generate content for “seasoned salespeople who want to be in good shape.”
The most important thing in the content market is to grab the attention of your target audience. Therefore, if you see a suitable niche, rush to occupy it, regardless of whether it is directly related to your product.
Aspect # 3: How do they want to consume it? Ultimately, your job is to determine if the audience you are counting on really wants to find a video solution to their problems. In general, the video format is excellent for the following types of content:
- general overviews of strategies;
- teaching specific topics;
- product reviews.
Almost any audience would like to see tips for doing sports. After all, it is video that is the easiest way to show the necessary body movements and explain complex topics.
But video is not suitable for all tasks. Let’s say your audience wants to find certain web resources. You can’t just put a list of web resources in a video, because it is unlikely to help your viewers. So, after you have decided on the audience and the tasks that can be solved with the help of the video, proceed to the next stage.