10 tips for how to use YouTube for music marketing (in no particular order)

Getting lost among the billions of  videos already viewed on YouTube each day is quite easy so in order to stand out, use the following ten tips (in no particular order) for creating a plan and turning your YouTube channel into a hub for conversation and interaction.

1. Customise Your Channel

Customising your channel is a wayof stamping your company’s brand on it and standing out from the masses. It is worth adding your company’s logo, using colours to compliment your company’s look. Also add as much information about you in the ‘About me’ section’ and links to your site and others about your business. A channel also gives users the option to subscribe to your content and the option to search for only your uploaded content. The channel structure also allows you to highlight just uploads, play lists, favourites or all.

 

2. Keep it short

YouTube videos are limited to 15 minutes, but the closer you get to that limit, the less likely you are to keep viewers engaged. The likelihood is some of those watching may not have that amount of time. Get to the point within two minutes so as to ensure that anyone watching sees your entire message. If your video is over 10 minustes, break it down into parts 1 and 2 lasting 5 minutes each. As well as lack of time, some people also lack long attention spans and this will help to keep them watching and hopefully make them move on to part 2..

 

3. Use Auto-captioning

Auto-captioning is a feature that adds captions to your videos and is a benefit to the many millions of hard of hearing across the world, ensuring your content is accessible to anyone who’d like to watch it. The process is relatively simple and uses voice recognition technology. Because of
this, the results might need editing for accuracy.

 

4. Avoid annotation overkill

A feature from You Tube is the ability to add comments that display over the top of the video. There are two schools of thought, the first being that annotations look unprofessional, are a distraction
to viewers and can be irritating if overused. The other view being that they add character to the footage and grab people’s attention. Of course you want to and make an impact, but your content should ultimately be enough to not have to rely on extraneous text. If you do use annotations, limit it to a call to action e.g. “visit our website on…/blog/facebook page” etc.

 

5. Target related videos

Search on YouTube for the videos with the most views in a day and check the comments and their dates to see how recent they are. When you’ve established that the video is being watched a lot and currently popular, try to match your title, tags and description to those that are in that high rotation.

 

6. Get your content organised

Your content must be viewer-friendly rather than just a linear group of video uploads. It is worth creating play lists to group relevant videos together, or group older content into time-based (Jan 2010, Winter 2010, etc) folders if that’s more appropriate for your business. Remember that you can also embed entire play lists (in addition to individual videos) into external sites, so give the creation of them, their titles and description, some decent thought.

 

7. Showcase only your best featured videos

You need to grab your visitor’s attention immediately. So when they visit to your channel choose a high-quality video that is entertaining, timely, and relevant. Switch the featured video regularly (every 2-3 weeks) in order to keep your channel fresh and appealing. You also want to make sure your featured video has an eye-catching title that will make people want to watch it.

 

8. Use the tag function

As with blogs and many other social networking sites, YouTube’s content is organised on a tag word basis. Adding the correct tags to your videos will enable your content to be found more easily by others. The benefit of a tag word system is that it operates around the most logical terms users will type to find a video. Also, because you can’t know what search terms people will use it pays to enter as many terms a possible.

Therefore, try and brainstorm around the tags you’re adding. For example, if your business sells flowers add “flowers”, “roses,” “daffodils,” “gifts,” “Garden”, “Gardening” etc. As far as categories
go, YouTube offers around 15 to choose from. Apart from using the most relevant terms, try to experiment if your content falls into more than one category. Make sure however, to monitor how the different videos perform so you can make an educated decision about categories in the
future.

 

9. Use analytics to market your videos effectively

Every time you post a video you want to share with others, blog about it, tweet it or add it to your Facebook page. It’s easy enough to embed the relevant video in a blog post using the ‘Embed’ button below the video to get the HTML. It will also help push users towards your video content. Also, the more sites you can embed your videos, the more views you’ll get. This is just one part though. The other part is using YouTube analytics. This comes in the form of an “Insight” button at the top menu bar of every uploaded video which offers free analytics data. This feature gives performance data (views, subscribers); engagement data (likes, comments, shares, etc.); demographic data (location and gender of viewers); and per-video metrics. You can then decide on the most effective media for promoting your channel and any modifications needed to make it relevant and enjoyable to your viewers and subscribers.

10. Don’t neglect your channel

The number of neglected YouTube channels doesn’t make good viewing. At the very least you need to stay on top of comments (especially if they are spam), friend requests, add favourites, etc, so as not to become forgotten. Remember your Channel is a vehicle for driving traffic to your website and amongst those viewing your content are potential customers. Therefore, even if you have no videos to upload, engage with other youtube users to get market intelligence.

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