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strategy
24 July 2020

youtube is a search engine.

YouTube is not simply a social media channel; it is a search engine.

Did you know that YouTube is the world’s second largest search engine after Google? With 3 billion searches per month and rising, YouTube’s search volume is larger than that of Bing, Yahoo, AOL and Ask.com combined.

While many brands and business spend resources ensuring that their SEO and SEM are top priority, we are forgetting that YouTube is a source of information…

If your brand is ‘just uploading content’ – it’s time to take it as seriously as you do your SEO efforts.

5 Fundamentals of a Brand’s Creative Strategy
When looking at YouTube for your brand, you need to approach your content as a YouTube creator would. Focus on how to be shareable, discoverable, accessible, consistent, targeted, authentic, conversational, interactive, collaborative and ultimately sustainable.
 
  1. Sharable Content: Sharing is a key metric to measure your brand’s social media success. One of the most important ways is to find and develop your audience – how does your target market use this channel? You can’t guarantee any video will go ‘viral’ but you can make it more sharable based on what your audience wants to watch.
  2. Collaboration is Key! Your audience is already on YouTube – you just need to find them. One way to do this is by collaborating with established YouTube creators who are already reaching your audience.
  3. Be Discoverable! We already know it is the second most used search engine. Just like with your SEO, use keywords when you upload content.
  4. Accessibility: Remember, a significant percentage of your audience will discover your video from a social feed, a search result or a related video placement. That means they won’t have any context. Even a consistent series can be structured so that each video stands on its own and is accessible to new viewers.
  5. Consistency: The top YouTube creators agree that consistency is a main driver of success.
    What does consistency mean:
    • Consistent format
    • Consistent schedule
    • Consistent voice
In the end, YouTube is where people search because it is about them – the user. Users expect brands to inform and entertain.
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