These days, more and more brands are hopping on the YouTube bandwagon, but if you’re planning to start a YouTube brand channel you’ll want to do it right. In her latest episode of New Media Minute, Daisy Whitney provides some great tips, care of speakers at the OMMA Global Conference, for brands looking to build up their video content online.
Whitney quotes Eric Meyerson, Head of Video Advertiser Marketing at Google, on MediaPost’s VidBlog. “You don’t have to create something every day or every week, but create something that brings value so people will come back and hit subscribe so the next time they are on YouTube they will come looking for you.”
Draw From Multiple Content Sources
Meyerson also explained at OMMA that many brands that have become successful on YouTube don’t necessarily produce all of their content on their own. He says that they draw from multiple sources—content they produce themselves, content that they curate, and user-generated content created by fans. Whitney discusses this further in the New Media Minute video below.
Find The Right Mix When It Comes To Quality
Whitney quotes Tammy Gordon, Director of Social Communications & Strategy at AARP. Gordon says, “There is a sweet spot between something produced really well and something shot with a flip cam, but that middle ground between the two doesn’t work well on YouTube so we produce things really well done.”
Put Time Into Your Metadata
I can’t say it enough—putting the time into your metadata (i.e. your titles, descriptions and tags) is imperative if you want to succeed on YouTube. Without this information, nobody will be able to find your videos in a search! Whitney also points out the importance of captioning videos to make them accessible to those with disabilities.
Tell A Story
Finally, when creating branded videos for the YouTube audience you shouldn’t just make a commercial. If you want to succeed you’ll have to tell a story. Whitney quotes Bryan Boettger, Chief Creative Officer of ad agency The Buddy Group. “It’s just a matter of finding out what the story is, whether it’s the founder’s story or what you do in the community or something else.”
Megan O’Neill is the resident web video enthusiast here at Social Times. Megan covers everything from the latest viral videos to online video news and tips, and has a passion for bizarre, original and revolutionary content and ideas.