Next in our social media series we will be covering Youtube and the benefits of using this platform to attract users to your organization. Youtube is a unique social media platform that thrives off creators to entertain audiences. Much like cable television, subscribers keep up with individuals in a similar sense as keeping up with your favorite reality show or sitcom.
This makes an organization’s presence different than on different social media networks such as Twitter and Facebook. To break this down, the approach will be the same by analyzing the audience, advertising opportunities, and how to engage with users.Audience: As mentioned earlier, Youtube can be compared to cable providing users with endless amount of ‘shows’ to watch each day. Infact, Youtube reaches more 18 to 49 year olds than any cable network in the United States. Youtube currently has 1.5 billion users, which is the second largest social media network after Facebook. To put this quantity into perspective, 1.
5 billion users is roughly 1/3rd of Internet users. The range of users include: 62% Male/ 38% Female11% ages 18-2423% ages 25-3426% ages 35-4416% ages 45-548% ages 50-643% ages 65+ As you can see from the breakdown above, the majority of Youtube users are males ages 25-66. This statistic, however, can be misleading as there are different viewers for each channel on Youtube. For instance, Adelaine Morin’s is a 20 year old Youtuber that creates beauty videos for her audience and therefore finds mostly young females watching her videos. With that being said, there is hope to find your target market on Youtube by just looking at specific categories of videos. Categories includes beauty & fashion, comedy, music, animals, gaming, and much more. Advertisement Opportunities: Advertising on Youtube is relatively simple as they are owned by Google and are therefore an extension of Google Adwords. The first step involves creating your own channel and a video that will be shown for future advertisements.
This video should be brand related and include a call to action that will allow viewers to explore more. It is recommended that you send the viewer to your website or Youtube channel to see additional products or videos about your organization. After you have created your video it is important to analyze who you would like to see it. Google Adwords offers a selection of location, demographics, and interests that you can reach. By selecting the proper audience you can reach the group of individuals that will respond best to your product.The final step is setting your budget. Your organization is only charged when the viewer watches 30 seconds or more of your ad or engages with it by clicking the call-to-action overlay, card, or companion banner.
Youtube states that on average an organization spends roughly $10 per day for local campaigns, which would be a good starting point if you are new. Beyond just a video advertisement, there are other ways to get involved on Youtube. Sponsorships are an interesting way to get in contact with creators. If you know that a specific creator has your target market watching it might be worth it to sponsor them directly. When doing so the Youtuber must declare that the video is a paid product placement and endorsement but that has little effect to the viewer. This allows your product to be viewed in collaboration with the Youtuber so the message might have a greater effect.
Engagement: Interacting with your audience on Youtube is a little different than on other social media platforms because it can be seen more as entertainment than an average Instagram or Facebook post. To organize your Youtube channel it is important to create different playlists for viewers. For example, Nike has a set of playlists for each campaign they have. So a playlist for Nike Campus, Nike Training, and Nike Breakthrough Stories. This allows viewers to continue watching a category of videos that interest them the most.
Another way to engage with viewers watching your videos is through cards. A card is shown on the right-hand side of your video and is a way for viewers to explore more about your brand by clicking onto whichever link is connected. This could be a link to your channel, another video, or a website. Beyond just advertising your brand it is important to make content that would interest your target market.
A brands presence on Youtube may serve a secondary role that more so compliments the other videos present. CardsPlaylistscommentshttps://creatoracademy.youtube.com/page/lesson/engagement-analytics