How do you match your content to audience and value proposition? How can you work with YouTube influencers to promote your brand? How can YouTubers make their channels more attractive to brand deals? We answer these questions and more this week on ReelSEO TubeTalk: YouTube Video Marketing Tips, with your hosts:
- Dane Golden: Octoly | LinkedIn | Follow @danegolden
- Tim Schmoyer: VideoCreators | Follow @timschmoyer
- Tim Street: 1TimStreet
Tip #1: Match Your Channel to Your Audience & Value Proposition
Tim Schmoyer says that to find out what type of content you should have on YouTube, first you have to start by asking what your goals are on YouTube: Are you selling something, are you trying to promote something, or build exposure? Then ask yourself who the channel is for. Who is the target audience that you're trying to reach? Then you ask what value you are going to deliver them. Then you can ask how you will best deliver that value with your content strategy and content style.
Tim said if you're trying to promote a clothing line to junior high-age girls, then the vlogging style might make sense - this age group is used to creating a relationship with YouTube creators, and this style resonates with them. However if your clothing line is for young professional women in their 20s, your content strategy might be better based around an expert host, similar to a beauty guru approach. It depends on who you're trying to reach and the value you're trying to deliver on your channel.
With his own channel Video Creators, Tim has named the channel after his target audience. His value is "master YouTube, spread your message." His format is an expert talking head giving quick tips and advice on YouTube audience development on camera. There's multiple ways of doing that - Matt Ballek does more presentation/animation style which also works well with the same subject matter.
Dane Golden mentioned that Scott Jordan of ScottEvest has a combination YouTube approach
Tim Street says that you need to understand what your brand permission is. When you're building an audience, you're building a brand. And a brand is a promise. Just because you have the idea of doing something, that idea might not sit well with your audience - so you need to consider that when determining your content type.
Tip #2: Work with Creators to Attract More of Your Target
Dane Golden says you might think of this as the "It's not you, it's me" plan. For brands on YouTube (or on Facebook video or other social video), what you say about yourself is often not as important as what your fans and the YouTube community at large say about you, and how you engage with video creators.
Many companies are starting to focus on working with creators to drive their brand. The company Sigma Beauty, for example, is building a business around influencers, not its own content. On their own YouTube channel