akey wakey, eggs and bakey! It’s time for marketers to stop sleeping on YouTube. If YouTube isn’t already in your marketing arsenal, it’s time to change that. Strap up, grab a cup of coffee, and get ready to join us on a run through all of the wonderful marketing opportunities YouTube has to offer.
A Few YouTube Statistics
YouTube is a video streaming site that has 2 billion active monthly users. Of those users, YouTube reaches more 18-49 year-olds than any other broadcast or cable network on the planet and is accessible to 95% of the world’s population. Talk about some major reach.
Why YouTube Marketing Works
You’ve seen the numbers, but there’s also a logical explanation as to why YouTube marketing is so effective.
At its core, YouTube is a globally accessed site that houses millions of videos. Marketing is effective on YouTube for two main reasons:
1. Video is the most engaging type of marketing content on social platforms.
2. Any target audience can be reached by a marketer through YouTube.
So, boom. There you go. YouTube combines massive reach and unlimited audience discovery to create a marketer’s paradise.
What We’ve Seen Work Really Well
Marketing on YouTube doesn’t just mean posting a branded video and hoping a lot of people see it.
Remember that marketing approaches will differ based on the brand. YouTube marketing isn’t a one-size fits all kind of thing, but instead should be carefully considered based on the solution your brand offers and the audience your brand would like to reach. There are several tactics that can be practiced when marketing on YouTube, and here are some that work the best.
1. Operate Within a Niche
Brands that operate within a niche, or specific community, on YouTube are able to more effectively reach their target audience. This has a lot to do with the YouTube algorithm.
The algorithm suggests videos to individual users based on their recent searches, likes, and interests. When your brand’s video contains content and keywords that relate to the user’s interests, the algorithm will suggest your brand’s video to them.
Skincare, fitness, pet products, and home/lifestyle are great examples of brand types that typically operate within a niche space. For example, Paula’s Choice Skin Care is a high-end skincare line that has over 30,000 subscribers on YouTube. Its channel answers common questions about skincare while also promoting its products.
2. Ditch the Niche and Become an Entertainment Leader
On the other hand, it’s more beneficial for some brands to appeal to a general audience through entertainment rather than a specific community on YouTube. This tactic relies less on the algorithm and more on word-of-mouth and virality.
A great example of a brand that decided to appeal to everyone on YouTube instead of a specific target audience is Purple. The mattress company’s channel is full of hilariously entertaining videos about … well, mattresses. Though it sounds bland, Purple’s videos are super engaging. The brand’s most popular video has over 180 million views.
3. Partner with an Influencer
Around 36% of brands use a YouTube influencer to help promote their products. Influencer marketing on YouTube is a huge business, and brands that utilize influencers can expect some impressive ROI. Partnering with influencers can be a great way for your brand’s Youtube channel to earn some extra recognition.
A great example of a brand using influencers is Subaru’s #MeetAnOwner campaign. YouTube daredevil and influencer, Devin Graham, was hired to post a stunt video that also promoted the Subaru company’s spirit of adventure. The video quickly reached over 1 million views.
4. Cross-Promote on Other Platforms
There’s no shame in plugging your brand’s YouTube channel on various social platforms. In fact, we highly recommend it because it can increase traffic to your brand’s YouTube channel and make for engaging content on Instagram or TikTok.
We saw this approach work for our owned YouTube channel, “Excuse, Me What?” The entertaining interview series grew to 35,000 subscribers in the first month of launching. Much of that growth is accredited to the channel’s wildly popular Instagram account. By posting shortened videos on its Instagram, followers were more inclined to watch the full-length video on YouTube and subscribe to the channel.
There are far more YouTube marketing tactics than what we listed above, and new ones seem to be created everyday. The task of posting branded content on YouTube can be daunting, but it’s definitely worth it.
For now, we hope you feel a little more confident in your brand’s ability to market on YouTube and more knowledgeable about the benefits of marketing on the platform.