Digital marketing may be a hard nut to crack for some, but once you learn the fundamentals, you will quickly be amazed by how everything seems to fit in just right. You will enjoy playing on this huge and growing platform. The true judge of any idea online is, not the source, but if the idea works. Everything else is irrelevant.
YouTube is one of these platforms where if you can get it right, you are bound to win big time!
I took time to review what and how five non-marketers are leveraging YouTube with remarkable success and what we can learn from their approaches.
#1. Cross-Promotion of Facebook and YouTube Video
Michelle Phan, who runs a beauty channel, has over 7 million subscribers, the last time I checked. She’s not only creates high-quality content with expertise, but also has a fair amount of marketing and web savvy instincts that has helped her become a YouTube sensation.
She leverages her sizable Facebook fan base using the new Facebook video platform. Rather than simply drop a link of her new YouTube video or publish a post, she creates a small 15-second trailer to promote her YouTube video and uploads it to Facebook.
The uploaded video in Facebook’s newsfeed will autoplay and is the ideal length for the Facebook audience. To cap off this cross promotion, she also adds a link back to her Facebook page on her videos description section.
Michelle understands that in order to reach her audience, who may not necessarily be in YouTube, she has to tailor her messaging to the platform where her potential audience is, in this case, Facebook. She thus creates Facebook video micro-content which nudges her audience towards her core content centered around YouTube.
#2. Complimenting a Video with a Long-Form Blog Post
John Mitzewich, who runs Food Wishes, a chef teaching channel, has over 1 million YouTube subscribers. John has been able to consistently create recipe videos that have been wildly successful because of the synergy that exists between his blog and his videos.
The two types of content compliment each other so well that if you consume one, chances are high that you will consume the other. This, in turn, results in cross-pollination that works very well.
To truly have a cohesive content strategy, your content needs to be inter-related. The synergies between your content needs to be very real if you aim to pursue a similar content mix. John seems to have stumbled upon this strategy early on and discovered it works perfectly for him.
#3. Make Commenting a Part of the Content
Mike Rugnetta uses philosophy and critical theory to analyze modern-day trends on the PBS Idea channel. With over half a million subscribers, the channel is bustling with activity primarily because the channel encourages it.
Since the channel is often on topics people feel strongly about, Mike poses more questions and less answers. Instead of simply letting the audience participate on in the background, the PBS team actively encourages debates through open questions. It even dedicates the last third of each episode to discussing and addressing the top comments from the previous episode.
This feedback mechanism fosters constructive discussions and encourages viewers to explore the rest of the channel.
By specifically tailoring their content to feature the comments, PBS has been able to redirect and tame a particularly difficult part of YouTube – the comments section – to their advantage. This in turn enhances the channel’s content and provides a value all of it’s own.
#4. Maintain Graphical Consistency to Build Your Brand
Even while covering a broad scope of topics or even unrelated variety of topics, which may confuse a regular audience in most cases, it is possible to implement a strong and coherent visual style. The School of Life YouTube channel does this beautifully using various elements and ideas that bring out a consistent style and design.
Despite the varied topics and the depth and breadth of what is covered, you get the sense of consistent pattern even from the video list in grid form below:
The School of Life understands that in order to keep their branded messaging coherent, it is necessary to tie certain elements together. In their case, it’s how the videos look and feel. By maintaining their consistent look and feel, they can discuss a wide variety of topics without diluting their brand or confusing their audience.
#5. Use Humor to Communicate Complex Ideas
In order to tackle difficult subjects, Glove and Boots have come up with entertaining and enjoyable approach that makes their videos noteworthy and catchy. By use of puppets, the channel is able to create supremely entertaining and universally accepted video content, making uncomfortable subject matters worth watching.
Dry subjects are brought to life using humor and wit which has proven to be very effective for the channel.
Even the most unlikely and unremarkable topics can be discussed and brought to life by utilizing humor and wit in your explanation. No matter how serious the clientelle or subject matter, injecting a little cleverness or levity is always welcome and make for more effective and enjoyable content.
If you would like to implement a content strategy on YouTube, give us a call or send us an email:
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