We talked about how you can gain the attention of audiences through Instagram, but what do you do with their attention once you have it? Sure, you can take them to your website and go for the quick sale. But that only creates a quick purchase and we are looking for something more. A fan.
At the beginning of this series, I stressed the importance of digital video. If you also ascribe to that marketing truth, then you should center your branded content strategy around YouTube.
Beyond being at the forefront of digital entertainment, YouTube is the second largest search engine in the world. People flock to the platform to find content that they previously would have searched for on Google. Why? Although there can be numerous answers to this, I believe it comes down to people preferring entertainment and stories as the primary ways to learn. What I mean by this is that people are content with getting an answer, but leading them on an entertaining journey to uncover the answer is far more effective at reinforcing the knowledge.
An example I always point to that reflects this point is Apple. As the largest mobile, laptop, and wearable device retailer in the world, you would expect their YouTube to showcase their new products. That would make business sense and thousands of companies do this. However, Apple does not showcase their products. Rather they use their platform to highlight storytellers. Whether Apple is showing the joy of people using their products, applauding the creations that their customers make with their products, or broadcasting their keynotes which share how their products improve lives – Apple uses YouTube to tell stories.
Once you understand that YouTube is a storytelling platform, your creative window widens beyond your product or business objectives. Anything that tells your story; whether that’s your brand’s beliefs, dreams, community, all of that is on the table for you to create and share.
So what does that actually look like? Well, if your brand pillar is education – create lessons and how-to’s and make YouTube your digital classroom. If you have deep connection to your local community – then interview local heroes, show off your ways of supporting, or go live to encourage donations. If your dream is to be a cornerstone of your industry – then take your fans along your journey to the top.
Whatever story that you feel needs to be told, YouTube is the platform for it. Adding this to your marketing strategy may seem daunting, but to paraphrase Casey Neistat – All you need is a phone and a half decent idea. This philosophy carried him to well over a million subs and it can help you build your fandom as well.
Other creators and articles will talk in circles about all of YouTube’s features that can give you an edge over your competition. Optimizing thumbnails, metadata, tags, and endscreens are all well and good, but your story and approach are far more important to your success. If you’re having trouble identifying where to start, look at competitors or people you admire on YouTube. What formats does their content take? How often are they publishing? Are they posting a diverse array of content or do they stick to one style like a vlog? Asking yourself these questions along with keeping in mind the stories you would enjoy telling will get the ball rolling for you. Once that’s known, it’s really just a matter of scheduling production, editing, and publishing – all doable things or something you could outsource if you needed assistance.
Needless to say, you’ll face your fair share of challenges on the way. We all do! That’s why I created Just – to help entrepreneurs, small businesses, and nonprofits tell their stories online. Although our approach and strategies help our partners carve and grow their niche on YouTube and social, the key component of our work is YOU. Your Story. Your Perspective. Your unique offering to the world. So if you’re ready to grow your audience but just need some creative, stratigical, or logistical help, reach out to myself and the rest of us here at Just. We will support you along the way.