What is YouTube and why should you care? It is a social platform established in 2005 for sharing and viewing videos. It is “frequented” by as many as 2.78 billion monthly active users, about one-third of all Internet users (Source: Engage). What makes it interesting is not only this figure, but the fact that users who watch videos on YouTube every day belong to every demographic.
Add to this the fact that YouTube is the second largest search engine in the world (after Google, which, by the way, owns it), and you can see why it’s time to consider having your business present on this channel as well. Before we figure out how to do this, let’s take a closer look at what benefits you could gain.
Why create a corporate YouTube channel: the benefits for your brand
To help you understand the benefits of opening a YouTube channel for your business, there is one more important fact to consider.
We live in a time when human attention spans are increasingly limited, and video is the most effective medium for communicating a given message. In fact, according to We Are Social‘s “Digital 2024” research, people spend more than an hour a day on TikTok, YouTube and Facebook.
In Italy in particular, 91 percent of users watch dynamic content (up 0.4 percent from last year), and product reviews are also among the most viewed videos (up 1.7 percent on 2023).
You can see, then, why it is good to start planning a YouTube video strategy. But what are the benefits you could gain for your business?
- Reach a wide and varied audience
- Improve brand authority
- find new customers
- Reuse videos on other platforms
1. Reaching a wide and varied audience
Making a corporate contribution and posting it on YouTube allows you to reach a very large target audience. More than 126 million users visit the platform every day (Source: Statista), and people can find you by doing both a search on social and Google, thus increasing the chances of viewing over time.
Unlike other social-where content has a short-term life, often quantifiable only in hours or days-what you post on YouTube is viewed even after several months, if not years. This positively affects your brand’s exposure and visibility.
2. Improve brand authority
Creating specific videos for each marketing goal you want to achieve can help you bring people closer to your brand, engage them (you can even create a community!) and establish your authority and brand awareness. For example, you can use them for:
- disseminate customer testimonials
- introduce the working team
- show the products and services offered
- inform your users
3. Find new customers (and increase conversions)
According to research released by Wyzowl, 91 percent of people have watched an explainer video to learn more about a product or service, and89 percent want to see more of it (especially from brands) because it influences their purchasing choices.
Through this type of content, then, you can not only build a relationship with your trusted target audience, but you can also approach a new audience interested in what you are proposing, increasing the chances of conversion.
4. Reuse videos on other platforms
The submissions you use on YouTube can be shared on your blog, embedded on your website or in your newsletters thus increasing the chances of sharing your message according to your set marketing objectives. They will be useful to you, for example, in generating leads, engaging or prompting the user to take a particular action.
Use your videos in newsletters.
Don’t know how? Read here:
How to create a newsletter and make it a powerful marketing asset
How to create a successful corporate YouTube channel? 5 useful tips
Creating a corporate YouTube channel is very simple. In fact, to sign up on the platform, all you need to do is to have an active Google account, open a new channel from “YouTube Studio” and customize it (choosing the name, cover, profile picture, setting all the settings properly). It all sounds easy, doesn’t it? On a technical level, actually, it is. The real difficulty is figuring out what to publish and how to do it. So before you start this new adventure consider at least 5 factors.
1. Define the goals
This is a key step in the process because you have to figure out what goals you want to achieve with YouTube media publishing. Do you want to generate leads? Improve brand reputation? Reach a specific target audience? Make yourself known or create an empathetic connection with your audience? The answers provided to these questions will help you evaluate what type of video is best suited to achieve what you want and how to show it to your audience.
2. Create valuable content
For a multimedia product to work and engage people, it must not only meet your business marketing goals, but it must be designed for the target audience. You need to understand why it should grab their attention, engage them on an emotional level, lead them to share the video or follow the channel. Once you’ve addressed this, all you have to do is choose the right way to communicate the message (and add the perfect call-to-action to direct your audience to take the action you want).
3. Put your face on it
One of the useful tips for your corporate YouTube channel to become famous and recognizable is to put your face on it, that is, to offer your target audience the opportunity to associate a face with your brand. People, in this way, will be able to understand who you are right away and start building a human (as well as business) relationship with you as well.
4. Don’t be in a hurry
As in all things, you have to be patient before you get the desired results. Time is your ally: use it to optimize the platform on the SEO side, plan valuable and good-looking content (quality is important on this channel). Then also invest in eye-catching and distinctive graphics for the header, profile and thumbnails. And then promote the channel: use social, website or newsletters (or advertising) to do so.
5. Collaborate with influencers and content creators
To create a strong and genuine community you can consider some partnerships with influencers and video content creators. To gain benefits for your business, however, choose only profiles that are related to your brand, respect your values, and have an active group of followers interested in what you offer.
Do you know why you should involve a content creator in your strategy? Read here: Video content creators: the importance of these figures for marketing 2024
Build your success: here’s why you don’t just need to create a corporate YouTube channel to grow
Creating a YouTube channel is only the first step in approaching this platform and its many possibilities.
As we said, it is not enough to publish a video to be successful. You have to determine a strategic plan for growth, identifying the various KPIs to be achieved and the best ways to do so. Not all content is then the same: it can inform, show, tell, sell or advertise (in the latter case, Bumpers video Ads can help you). You need to work steadily, devise a multichannel strategy and use all the tools at your disposal to achieve your short-, medium- and long-term goals (also investing in targeted advertising campaigns).
Finally, to understand whether everything you are putting into practice is working, it is always good to read the YouTube Analytics data, evaluating the goals or modifying the strategy if the results are not as hoped. To do all this you may need expert advice. At Isola we provide you with a whole team that will listen to your needs and dreams to help you build your notoriety on the web (and beyond!).
We can make videos of different types, establish an effective editorial plan, evaluate the best strategy to grow on YouTube and other channels, and take complete care of your business.
Do you want to create a corporate YouTube channel with Isola?
Find out how we can help you grow!
