Hacking the YouTube ‘Playbook for Brands’: Know Thy Viewers

/ Apr 2, 2014

YoutubePlaybookBrands

You have a rudimentary strategy in place for your brand’s YouTube debut. Now you have to learn about your audience. Here’s some help for getting into the minds of your YouTube viewers, so that your strategy can reflect their video-seeking behaviors:

1) Ask Yourself the Right Questions

Start off by stepping into the YouTube viewer’s shoes when assessing your brand video’s effectiveness. Think about whether your content will leave viewers with the desire to visit one of your stores/website, the ability to recognize your brand in different venues, and the drive to recommend your products (or even just your funny video!) to their friends. If you don’t think it will do any of the above, try something else.

2) Know Your Audience

Get to know what kinds of videos your target demographic like to watch and how frequently they’re on their cells. If they troll Facebook twelve hours a day, that’s another important thing to know (although, we hope they don’t)! The “Playbook for Brands” mentions some Google tools to help you answer these questions, like the YouTube Trends Dashboard, Our Mobile Planet, and Google Think Insights.

3) Take Advantage of YouTube’s Tools, As Well

Using YouTube Analytics, you can find out information about how your content is doing with your target demographic. If the people you target are shying away from your YouTube content, Analytics will let you know. Then use our other tips to help reign your desired audience back in.

4) One-Up the Competition

Figure out how your competitors have been marketing themselves online. Don’t be afraid to replicate their successes (in your own, unique, brand-specific fashion, of course) and learn from their mistakes. Overall, think of their online content as a base template upon which your brand can improve.

5) Work Backwards

Imagine how you’d want people talking about your video content and work back from there to create that vision. It might help to type in key words that relate to your brand and see what web content pops up. This can help inspire you, and let you know where your competition is at in the great key word race.

Once you get to know your potential audience and have your YouTube strategy all worked out, you can finally get started with the fun part: creative content. We’ll get to specifics on that in the next round of tips.

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