Page 179 - Social Media Marketing for Dummies

» Fixed placement options: You don’t need to worry about how your video will
be placed and viewed on the site. Yours will be displayed along with all the
other videos. Your goal should be how to stand out, not how to fit in. If you
have a developer who can use the YouTube API to help you stand out, that’s
an advantage.
» SEO done for you: Thanks to the built-in SEO (search engine optimization)
format of YouTube, Google displays your videos in its search results, along
with everyone else. However, you should pay extra attention to the keywords
you use to describe the videos so that they get the extra attention they
deserve. How you name and describe your video is also very important.

Attracting subscribers

People on YouTube who choose to subscribe to your channel are known as You-
Tube subscribers. Every time you upload a new clip, they’re notified, and their
names and icons are visible on your YouTube channel page.

Think of the subscribers as similar to followers on Twitter or fans on Facebook
pages. Just as you’d nurture relationships on those other social platforms, you
should do so here, too. So what’s the best way to build a following of subscribers?
Consider doing the following:

» Publish quality video clips.
You’ve probably heard many times that online, “content is king.” Think about
your YouTube channel as you would a TV channel. If the content is weak, you
won’t build a community of subscribers who clamor for more. You don’t have
to have Spielberg-like quality, but you do need to project a certain profession-
alism and consistency.
» Develop a smart video content strategy for your channel.
Don’t just think about your channel in the context of one video at a time but
rather as a channel through which you’ll publish specific pieces of content
through the year — some educational, some more entertainment-driven, and
some news-oriented videos that provide value to consumers and build your
brand simultaneously.

» Encourage commenting on your clips.
Comments on YouTube are not unlike the comments you find on blogs or
other social media sites. Some have value; some are just silly, or worse. Your
goal is to develop a community of people who appreciate and look forward to
your new videos. If they post comments that indicate that you’re meeting their

CHAPTER 10 Creating a YouTube Strategy 163