The world of business communications is changing rapidly, and it’s important for business leaders to stay on top of the latest trends. That’s why we decided to take a closer look at the world of YouTube and how brands can use the platform to reach their target audiences. While there are many ways businesses can use this channel, here are five strategies that every brand should consider:
The average watch time of a brand’s channel is between 10 and 15 minutes per video.
The average watch time for a YouTuber is between 1 and 2 minutes per video. The average watch time for a video is between 5 and 6 minutes. If you see that your videos are getting less than this, then it could be because your content isn’t relevant or interesting enough to keep viewers interested in what they want them to do, like share their channel on social media or buy their product from them directly. Examine the video topics.
You should also look at the types of videos they are making. Is it just the same type of content over and over again? Do they have a variety of videos, or are there only one or two types that show up most often on their channel?
You can also examine the topics covered in these videos. What kind of topics do they focus on? Are they talking about things that you would be interested in learning about? If not, this might not be a channel worth subscribing to.
Lastly, you should look at how frequently new content is being produced by this channel.
How often do they have new videos coming out? Does it seem like their schedule is set up to stay consistent throughout the year so that viewers don’t forget about them? Or does this person post one video every few months and then disappear for months at a time without any updates whatsoever (which would mean no fresh content being created)?
Look at the demographics
- Gender
- Age
- Location
- Education level (high school, college)
- Income level (low, medium, high)
- Ethnicity
Observe engagement rates. Engagement rate is the number of interactions divided by the number of views. A high engagement rate means that many users are reacting strongly to your video, and thus, it is engaging. A low engagement rate means that few people in your audience are reacting to your content—but there’s nothing wrong with this because they don’t need to react! You can still have a successful channel even if no one comments or likes any of your videos. The important thing is that you’re producing a lot of quality content for them and making them think about things in ways they may not have thought about before, as long as you’re providing value for them (and hopefully making some money doing so).
Check for a review of a company. YouTube can be an excellent source for finding reviews of different companies. When searching for these videos, look for ones where the user has taken the time to review their experience with your company. In addition to being beneficial in terms of getting feedback on your business, these videos may also help you find opportunities to display your product or service in action.
Check out the comments section. Along with watching the video as a whole, take some time to read through any comments that were left by viewers and customers who commented on it. The comments section will give you an idea as to what people think about your brand, whether they are happy or unhappy with their interactions with you and how they feel about their overall experience at your location or store location if applicable.
Check for previous partnerships between the brand and a YouTuber. You can also check the brand’s social media accounts. Look at the company’s YouTube channel to see if they have any previous partnerships with this YouTuber or other users. If they do, look at how they’re interacting with each other. If there are comments on their videos, read through them to get a sense of what people are saying about the partnership and whether or not it was successful. The YouTuber might have shared some of his or her thoughts on the collaboration as well.
This is a start but you don’t want to stop there! Observe what resonates with viewers. To begin with, you’ll want to take a look at the content of the video. How is it presented? Is this something that your target audience will enjoy, or is it too niche for most people? What kind of words does this person use in his or her descriptions and titles? Does he or she pepper them with jargon that non-professionals won’t understand? If so, how many views did they get when first published and how many do they get now? Are there any comments on those videos—is anyone interacting with them in a way that would indicate interest in purchasing your product/service?
The takeaway is to look at all the data available. If you only look at one metric, it might not give you the whole picture. Here are some examples of metrics that can be useful:
- Views per video
- Average time watched per video
- Comments per video (and percentage of comments that are negative/positive)
- Subscribers and engagement on those channels
You should now be able to look at a YouTube channel and understand if it’s a good fit for your brand. It’s important to remember that what works for one brand might not work for another and that you need to look at all the data available before making any decisions.
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