An online video presence is vital to the growth of any brand. Utilizing YouTube is often the best means to do this. While having a professional, well-thought-out, and well-produced video is important, it is also useless if no one sees it. That is why you need to implement strategies that are going to increase your online audience and get your message out to as many viewers as possible.
We like to throw the word “viral” around as if it is easy to do. But the truth of the matter is that many videos that become viral do so accidentally. To plan a video with the intent to go viral is an extremely difficult task. So what can you do to ensure that your video is going to be seen by the masses without creating the perfect “viral” video? Here are some strategies to use in order to build an audience for your online videos.
Celebrity endorsements work for a reason. For whatever reason, people seem to want to listen to what rich and famous people have to say. Companies take advantage of the notion that fans idolize the celebrities they watch in movies and on TV. This same idea can be applied to YouTubers with a large following. There are Youtube celebrities that have millions of followers and subscribers that tune into their channel and listen to everything they have to say. There is no reason why companies cannot utilize the endorsement strategies on YouTube with YouTube stars.
First, by paying one of these “stars” to endorse your product you are saving time and money on producing a video. Depending how much a your “star” wants, this could be the cheapest route. Now obviously, the millions of viewers that subscribe to the star’s channel will give your video their full attention, but they are also more likely to actually buy your product if they see their YouTube idol is using it. That is one of the main ideas behind all celebrity endorsements. Finally, you cannot underestimate the social networking advantages that the Youtuber will possess. Those who become YouTube famous do so by constantly posting, sharing, and tweeting their videos. So it is not wrong to assume that their social media presence is already fairly large. Allow your video to take advantage of an already existing social media following by endorsing a YouTube star.
Evan of EvanTubeHD has over 1.1 million subscribers and often features well known brands in his videos. For example this video posted last week featuring Oreo has already generated over 300,000 views. While Oreo may not need the following that Evan offers. He still can endorse the product by eating Oreos and calling them “delicious” for all his loyal fans to see.
Another way to take advantage of someone else’s existing followers is to team up with another company. Some companies use video in a more abundant way and already have a YouTube channel with millions of followers and subscribers. The idea is to find one of these companies and team up in order to create a video that is beneficial to both companies. It may be worth it to pay a company with more video experience because they will have a better grasp on an appropriate video concept that will obtain more views, likes, and shares. Or, if you come to them with a concept that they like and benefits them by being on their channel, you may be able to split production costs and save money. Either way, it is impossible to ignore the advantages you can receive by enlisting a company with a strong online video strategy already in place.
The Keep-A-Breast Foundation and Signal Snowboards teamed up to make an “I love boobies” snowboard and decided to make a video to promote it. They featured the video on the YouTube channel Network A which is a site that showcases extreme athletes such as skateboarders and snowboarders together. Both Keep-A-Breast and Signal Snowboards will benefit from reaching the more than 650,000 subscribers that Network A has obtained on YouTube.
The final strategy to keep your YouTube game on point is to remain active on the site. YouTube in itself is a community that lives and dies with social interaction. All social network sites exist because of the desire to interact with others through the web. So if you post a video on YouTube, tweet it, or share it on Facebook, make sure to interact with those viewers who took the time out of their to watch it and comment on it. Also interact with colleagues and similar companies via social networking. Share another company’s video and they may feel obligated to share one of yours, allowing your video to be viewed by a slew of people that you previously have not reached. It’s all about being a member of the community that is YouTube and networking with the community members. This will help you create an overall better YouTube presence and help your videos reach a desirable amount of viewers.
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