Lessons

Lesson Info

YouTube

So I think we all use youtube in some way, shape or form. But how can you use youtube to get awareness for your brand or business? Well, the first step as always is to look at our customer persona sheets and look at the type of content that they're currently absorbing and digesting and then look at how we can create some content that is going to be entertaining for them. But that can also gather an audience and the following which we can then sell to later on now are tons of pros and also some cons to actually growing and managing a youtube channel. Now, firstly, you can reach a ton of people organically using the youtube algorithm, which will ultimately always make the best content rise to the top of the algorithm and put it in front of more people. Secondly, is as long as your particular content is engaging and it's actually useful to the person or maybe it's just entertaining, then youtube is going to show it to more people, but it's also going to be connected to Google. So for exam...

ple, if you are a yoga company and you are selling yoga mats and you made a video based on, you know, what is the best yoga mat and why if someone googles that and then is looking for an answer, they will ultimately be showcase your video which tells them exactly which yoga mats to be used in exactly the certain situations that they need to be using. And also it gives you an opportunity to sell your particular product in a place where you have a customer that's looking for that exact solution. And the last thing I want to mention is it gives you very in depth analytics to allow you to make better content all the time. Now, a couple of cons in regards to youtube, there are 500 videos being uploaded to youtube every hour worldwide. So you've got a little bit of competition to say the least. And also the reality is it takes a long time to actually shoot edit plan, package record. If I didn't already say record and then post and you know, do all the description and stuff and the thumbnail, it takes a lot of time to do all that. It is a big, big investment, it's almost like a full time job. And unless you have a team around you who can do all that for you, it's going to cost you a ton of time or a ton of money. So you can either put in the time yourself and do it yourself or you can spend the money and get someone else to do it for you. The difficulties between the two are obviously spending a lot of time actually making the content. It needs to be worth your while. And then secondly, spending the money to actually get someone else to do it for you. It's not going to pay off for a fairly long time. So if you're going to be paying someone 2030 $50 over the short or long term to create videos for you, you're going to have to spend a lot of money before you start seeing any potential return. Now, the brand Red Bull actually uses youtube really well. They have one of the best strategies when it comes to advertising on youtube, but in a way that's entertaining and that's actually brand building that we can really take a lot of inspiration from. And they basically have four different types of content that they oppose. They have content based around extreme sport and adventure, which is fairly self explanatory. They also have an original series which is more for their loyal fan base. They also have documentaries which kind of delves into the world of sharing stories about athletes and explorers and unique events, which kind of match with the Red Bull brand. Then they also have music and culture. Obviously, Red Bull has also ventured into music and the sort of cultural content that that includes. So that is also super important to build an audience that is interested in music and that sort of culture to connect them with the Red Bull brand and give them a reason to actually remind them of the brand and what it actually stands for. And you can see through each of those categories, the content has nothing to do with the product, nothing at all. They're not trying to sell the product, they're trying to sell what the brand stands for. And that is ultimately the fine lining between what a lot of people think content marketing is when it comes to social media and what it actually is you're creating content for the user, you're creating content for the viewer, you're not creating it to sell your brand, you're selling it in a way which is indirect. You are not telling you're showing you're showing that we are in Red Bull's case, adventurous and a little bit risky and you know, all that sort of stuff, what you don't want to do is say Red Bull's awesome. It gives you wings, blah, blah, blah, that's sales activation, that isn't brand building, that's not what should be on social media, take that into consideration. And what I want to do now is just give you a real crash course in how to use youtube and get the best possible result in the fastest possible way by using a step by step process to create better youtube content that's going to get engagement, retention and views. So the first step to creating your youtube content is not shooting the video. It's the thumbnail. You need to think about the thumbnail first. And if you ask anybody in the world of youtube who's had any amount of success, they'll all tell you the same thing. The thumbnail is the most important thing. And if you don't have the thumbnail, then you don't have the video. It's one of the things that a lot of people get wrong, they do things the other way, which is the logical way, but you actually have to do it backwards. So the next step after developing the thumbnail is to actually package the video. So we need to take the idea of what the video is about. And we've already got, you know, a couple of ideas in regards to the thumbnail for, then we basically look at how can we package it to get a thumbnail and title, which is going to get someone to click and to get someone curious about what the content actually is and what happens. It should have curiosity sparked, but also unanswered questions. For example, you could be a mattress company or a bed company and you're trying to sell beds and mattresses, but you don't know what type of content you want to make. So then some genius in the marketing department says, ok, let's make content about how important it is to sleep eight hours per night because our beds are the best and we want people to sleep eight hours per night. And that is the worst idea I've ever heard for a video the worst, but it can be switched and packaged differently to make it far more interesting. So, put it this way, which idea is going to make it more clickable. How important it is to sleep. Eight hours per night. I'm almost falling asleep reading that title. Well, then there's a second title that we could use, which is I slept two hours per day for four days. And this is what happened. And then the thumbnails may be something where the person looks really sleep deprived and it makes it more clickable. It makes it more interesting because you want to see if I sleep two hours per night. What is going to happen to me? Am I even gonna be alive after that? You need to give people a reason to click because if you are giving people something that they think they know already, they're not going to click on it, they're not going to care. So you need to give them a reason to actually engage and click on the content. And then once you actually have them clicking on the content, you need to keep them engaged. So youtube works on two single principles pretty much and I'm simplifying things. Getting someone to click on the video. Number two, keeping someone engaged and retained until the end of the video. It's as simple as that if you can create the entire video around achieving those two principles. It's all you need to do and you will undoubtedly grow on youtube. Undoubtedly, I guarantee it, OK, unless your content is really bad. But if you can get people to go to the end of the video, then your content can't be bad. Because why are they still watching? OK. So those are the two things that you need to be focused on when you are basically developing your content for youtube. And then the only thing you need to do is do the same thing consistently until you reach your objectives. That's it. Now please make sure and I need to warn you of this before you actually leave this lesson. Make sure that you're not click baiting the audience. The reason is remember the last time you were Clickbait that you were promised something and then that person or that video didn't deliver on that promise. Will you ever click on that video again? No, you won't because you learn, right? We're humans. We, you know, we sometimes do stupid things, but we're not completely stupid, right? So we learn that this personal thing will not deliver on our expectations. So we don't want to invest in, you know, spending our time doing that overall youtube can be an incredible channel if you're willing to put in the time and in regards to cost, you can literally start a youtube video with your iphone, right? You do not need an expensive camera. Does it help? Sure. Um, you know, do you need good quality audio? You can get a mic for $10 of Amazon and get pretty decent audio. If it's, you know, close enough to your face, I would give cost an eight because you don't need tons of equipment. You can do things really authentically at a very, very low cost. However, in regards to setting things up, you can get a channel up pretty easily, but actually getting the videos out, that's going to be the most important thing. So I'm going to scroll this A five set up simply because it is a fair amount of effort to get a youtube channel set up to kind of figure out what type of content you want to be creating the ideas for the content, how to actually shoot them, spending the time, actually shoot them, et cetera, et cetera. Then to maintain, I'm gonna put this as zero because you literally need to be consistent as hell with this particular channel, with any channel, with any social media channel, consistency is going to be super, super important with youtube, especially because if you post like every single three days or every week or every day, it's going to have an impact 100%. So hopefully this video was valuable because the Roy on youtube can be great if you really put in the time and you are consistent. So hopefully this video was valuable in helping you understand the inner workings of youtube a little bit better. Although this definitely isn't a full course on youtube. I might develop one of those in future youtube can be a great platform if you are willing to put in the time and the energy. So consider it and I'll see you in the next lesson.