Video Marketing Blog

Announcement: Touchstorm to Unveil VideoAmigo Marketing Suite at VidCon

NEW YORK, July 1, 2015 – Touchstorm, a technology-based services company that builds YouTube audiences for the world's largest brands, is unveiling VideoAmigo, their new suite of marketing tools and services, in time for the 6th annual VidCon in Anaheim, California. Since its inception in 2010, the convention that celebrates, discusses and informs online video has drawn a rapidly growing crowd of creators, fans, industry and brands worldwide. More than 300 influential YouTube Creators will be there this year, as well as an expected 20,000+ attendees.

Touchstorm plans to connect with hundreds of YouTube creators at this event, revealing their VideoAmigo stats and allowing fans to see if their favorite stars really walk the walk.

Alison Provost, Touchstorm CEO, said “We’ve been building these tools and technologies behind the scenes for years while we’ve helped some of the largest brands in the world with content strategy, production, and YouTube channel management. Now we’re excited to open these tools up to the market, and VidCon is the perfect place to do so.”

The VideoAmigo Marketing Suite allows brands and creators to stop guessing at their strategy and start winning on YouTube, with data and insights needed to run successful video campaigns. With VideoAmigo, brands can find searchable, popular video topics to own, as well as the right creators and channels to partner with. Creators can grow revenue, build audience, engage fans, and attract killer sponsors.

Touchstorm’s proprietary data taxonomy, the Touchstorm Video Index (TVi), narrows the world of video topics to provide more marketing and performance metrics on channels, videos and searches than has ever been possible. VideoAmigo, which runs on the TVi classification system, uncovers unique insights that allow brands to compete and win in social conversations.

 

About Touchstorm

Touchstorm (www.touchstorm.com) is a technology-based services company that builds video audiences for the world's largest brands. To accomplish its vision of helping brands and audiences fall in love again, the company grows YouTube channels organically, building engaged audiences for brand channels. Touchstorm uses a suite of software technologies to build these brand audiences at scale, including VideoAmigo™ the Video Marketing Suite powered by the Touchstorm Video Index™ (TVi™). Headquartered in New York City, Touchstorm is an independent, woman-owned company.

 

Topics: YouTube Video Analytics YouTube YouTube for Business

YouTube's AdBlitz: Is Nissan Really the 2015 Super Bowl Ad Campaign Winner?

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YouTube has officially ended its AdBlitz contest, declaring Nissan’s “With Dad” spot as the Super Bowl ad campaign winner. There’s one hitch (and it’s a big one). Only YouTube viewers who made the effort to vote gave that title to Nissan. What about the millions of viewers who did not vote? That’s where Touchstorm  comes in.

Touchstorm has studied every campaign that aired nationally during the 2015 Super Bowl, and we’ve ranked and rated them on the Metrics that Matter: Views, Subscriber Conversion, Likeability, and Velocity. The Nissan campaign cracked only one of the Metrics that Matter Scoreboards. It landed at #8 in terms of Views. “With Dad” doesn’t even make any other list in the Touchstorm 2015 Super Bowl Scoreboard. It landed at #17 in our overall ranking, #23 in Subscriber Conversion, scored only a 51 in Likeability, and only managed to reach a Velocity peak of 26. You can check out what these metrics mean and how other brands scored here.

Touchstorm’s declared winner of the 2015 Super Bowl ad game was Budweiser with their “Lost Dog” campaign. The ad was more successful as a whole, performing well across all of the Metrics that Matter:

·      It was the most viewed campaign with 36,401,976 views.

·      It ranked second in Subscriber Conversion by adding 7,568 subscribers to its channel through the duration of our study.

·      It placed third in the Likeability metric with a score of 225, meaning it generated a lot more passion with viewers than the other campaigns.

·      When it came to Velocity, “Lost Dog” was very successful, reaching its peak with a score of 34.

So while the select YouTubers who expended the energy to vote chose Nissan’s “With Dad” campaign, the overall winner was clearly Budweiser’s “Lost Dog.”  What's more important –– a popularity vote, or truly understanding how a campaign performed and what that performance means for the brand going forward? Sure, votes are nice, but voters don't necessarily come back to your brand channel, subscribe, or become a fan of your brand. The Metrics that Matter have spoken!

Have any questions or comments? Leave them below! Also, check out the full recap of the Touchstorm 2015 Super Bowl Scoreboard here.

Topics: YouTube Channel Analytics YouTube for Business YouTube Analytics YouTube Ratings

Who Really Won the 2015 Super Bowl?

Touchstorm’s 2015 Super Bowl Scoreboard tracked the ad-related content uploaded to YouTube by brands — before, during, and after the Super Bowl — to accurately assess which brands had the most staying power. Using the Metrics That Matter — Views, Subscriber Conversion, Likeability, and Velocity — we determined which ad campaigns were most successful as a whole. The results are in! So, who was the big winner?

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Want to know how all of the brands performed on the Touchstorm 2015 Super Bowl Scoreboard? View our complete report here.

Check the Scores!

 

Have something to add to the conversation?
Add your comments below!  

Topics: YouTube Channel Analytics YouTube for Business YouTube Analytics YouTube Video Marketing

Get The Super Bowl Score Before The Big Game!

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Which Brands are Winning the Ad Game on YouTube?

If you’ve gone to YouTube at all lately, you’ve likely noticed the plethora of Super Bowl ads and teasers by the various brands that plan to advertise on game day. Super Bowl commercials have long been a highlight for many, and the sole reason to tune in for others. Over the past few years, brands have experimented with airing teasers or full, official commercials on YouTube – days or even weeks before the big game. Why would they do this?


Building anticipation is the main goal. You want people talking about your brand. Airing ads ahead of time generates hype and increases overall brand recognition.  It’s yet another way for a brand to engage with their audience.


The ads range from sentimental and/or patriotic to ridiculous, funny and out-of-the-box. The point is to be memorable. What better way to remain in viewers’ minds than to be accessible 24/7 on one of the most popular sites in the world? Viewers can pick early favorites and look forward to seeing them again during the actual game. They can tell friends and family to watch for specific ads as well. Now, Super Bowl ads are water cooler topics for weeks instead of a couple of days after the game.


Since last year, Touchstorm has been tracking the ad-related content uploaded to YouTube by these brands — before, during and after the Super Bowl — to accurately assess which brands have the most staying power. Using tracking metrics like Views, Subscriber Conversion , Likeability, and Velocity, we determine which ad campaigns are most successful as a whole. The rankings are updated daily on our Super Bowl Scoreboard, available here: tstrm.li/SBScoreboard


Chatter about online entertainment has been louder than ever this past year. Every trade magazine is discussing YouTube and the important role it plays for brands (not just for the Super Bowl, but for brand equity in general). YouTube star Bethany Mota was a contestant on TV’s Dancing with the Stars. Internet interviewer Grace Helbig is about to begin her own prime-time talk show on E!


What does all this mean? There are more eyeballs on more screens than ever before. So it only makes sense that advertisers would jump at the chance to get those eyeballs on their Super Bowl ads before the game to get the most out of the $150k per second ad buy. How many viewers are watching each ad? Do they click the “like” button? How fast are these ads growing in virality? We’re here to measure all that. On our Scoreboard you have the ability to look at all of the advertisers side by side and truly compare the effectiveness of their campaigns.


So… check the score and see who’s winning the ad game before the game. Coca Cola won the Super Bowl ad game last year with their polarizing ad #AmericaIsBeautiful. While some people disliked the ad or found it offensive, many thought it was a beautiful celebration of America. Most important, it was memorable. Who do you think will be most memorable this year? Let us know in the comments below! Check our scoreboard daily for up-to-date rankings, and look for our recap report in early February when we declare an official winner.

 

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Topics: Video Content Strategy YouTube Video Analytics YouTube for Business YouTube Analytics YouTube Video Marketing

YouTube for Business: Make EPIC

Welcome to Session 5 (Part 2) of the YouTube for Business Series.

Bas_Sluijs

Last session was all about content. Specifically, the three questions to answer before you make your content. This session is all about the three kinds of content you can make. Only three? Yes. Just three.

The answer to the question "what are the three kinds of content should I make" is:

EPIC

This is an acronym for Entertaining, Persuasive and Informational Content.

Remember back to Communications 101 class in college? There are only three ways to communicate. You can entertain. You can persuade. And you can inform. It was that way in Comm 101. It is the same way for YouTube.

Your EPIC Mix

So, what should the mix of entertaining, persuasive and informative content be for your YouTube Channel? Your brand will be your guide here. When you look at the best channels, you see that they tend to focus primarily in one of these three directions with their videos. 

  • It might make sense for your brand simply to entertain the way that Blendtec has done so well and so consistently over the years.
  • It could be that your brand is a persuasive brand and needs to drive immediate action – online retailers do well with this kind of content.
  • Or perhaps your category is complex or your product is new or technical. In that case, your content could skew towards informational content which educates your audience.

Over time, you will want and need a mix of content types. But your brand will most likely lend itself to one kind or another more heavily. Let the brand and your audience be your guide here.

Hero, Hub & Hygiene

YouTube tells creators to focus on Hero, Hub and Hygiene content. These are three different kinds of objectives for your content.

  • You need content that builds awareness for your site – that gets attention. This is Hero.
  • You need content that people plan on coming back for weekly – regularly scheduled programming. This is Hub.
  • You need content that people can discover through search – that answers their pressing questions. This is Hygiene.

This framework from YouTube is a great way to think specifically about your YouTube Channel. A robust content strategy will consider all of your content, channels and distribution – not just YouTube. But this framework from YouTube is very helpful.

EPIC & 3H

This 3H model and EPIC are two sides of the same coin. Taken together they give you a robust way to think about content creation for your YouTube Channel.

First, use EPIC to determine the mix of content types for your brand. What percent of entertainment, persuasion and information should you use? And this is broader than just your YouTube Channel. This is about what is right for the brand across all of your media – paid, earned and owned. Not just YouTube, which is an owned channel.

Next, for your YouTube Channel specifically, determine what kind of Hero, Hub and Hygiene content you need. Determine the cadence for this content – how often do you plan on producing it? And build your team – both in-house and external – to help you deliver the content.

Armed with your objectives and strategy. You are ready to make great content.

And now on to our next session – marketing the content right!

 

 

Photo Credit: Flickr

Topics: YouTube for Business

YouTube for Business: Are You Making the Right Content for Your Brand?

Welcome to Session 5 of the YouTube for Business Series.

Make_Great_Content

This session is all about content. Making the right content, specifically. It's the reason people come to your channel or discover your video. And you cannot build an audience or a business on YouTube without it.

The first question I'm always asked is, "what kind of videos should I make?" Actually, this is usually the second question. The first is typically, "can you make us a viral video?" To which I respond, "no, because you don't need a viral video." That's when they ask what kind of videos they should make.

So, what kind of videos should you make? That depends on three things:

  1. Who is your audience?
  2. What is your brand's emotional core?
  3. What is your content's purpose?

To answer these questions, you have to know your audience, your brand and your strategy. Let's look at each one of these in a little more detail.

Know Your Audience

Who you are trying to reach is the most fundamental of marketing questions. But it is surprising how general the answers are. Or how little we really know about our audience. If you are a big brand, then you probably have the resources to fund research and the agencies to do media planning. And both of these are great assets for determining who your audience is and what kinds of content they currently watch.

A brand's media plan serves as a roadmap for an audience's content preferences. So, use it this way. Look at the media plan not only as the guide for where to advertise, but also as a guide for the kinds of content you should be in the business of making. Your media plan is a great guide for content development.

Know Your Brand

At the heart of your brand is an emotional core. A tone of voice. A feeling you are trying to evoke. You know what this is, so make content that captures it. Don't make boring videos if you are an energy drink. And don't make extreme sports videos if you are a camomile tea brand. And don't make videos about yourself. Make videos your audience will love and watch over and over and share with their friends.

Red Bull is the king of this kind of branded content. They don't make videos on how to create the perfect Red Bull and Vodka recipe. They produce some of the best extreme sports content going. They are the brand that "gives you wings" and they bring you people with wings—literally. People jumping out of spaceships, off of cliffs, over ravines, flipping, spinning. It is content that captures the emotional core of the brand perfectly.

Know Your Purpose

Why are you making this content? Good content is there on purpose. It has a purpose. What is the purpose of this content you are making? There are really only three reasons (and ways) to communicate—to entertain, to persuade and to inform—remember that from Comm 101 class? It is still true.

We know that the ultimate end goal is to build an audience of our own, but why are you building this audience? What is your purpose? Are you trying to inform them? Entertain them? A little of both? That's probably best. You need to engage them at that emotional core of the brand. But you also need to answer questions and solve their problems. So, don't just plan on one content purpose.

Make EPIC

Now that you have these answers, you are ready to Make EPIC. What's that? It is Entertaining, Persuasive and Informative Content. We'll look at this in the next installment of our series.

Topics: YouTube for Business

YouTube for Business: The 4-Part Strategy to Build Your Channel

Welcome to Session 4 of the YouTube for Business Series.

4-part_strategy

The four-part strategy for your growing your YouTube channel and audience (and views and subscribers...)

In Part 1, we said that YT is for Business. We looked at the 5 levels of business on YouTube. And we looked at companies who were doing business on YouTube at all 5 levels.

In Part 2, we said you need to think like a Creator. We looked at the DNA of a YouTube Creator and how this translates for a brand.

In Part 3, it is time to learn how to act like a Creator. Producing a channel is all about action. Not saying the word “action,” but being active on the channel. Posting content, engaging audience, promoting the channel. It is a commitment of time and energy to launch and grow an audience. We’ve seen that it’s worth it. Now, let’s learn how to do it.

Building a great channel requires a 4-Part Strategy. We call it the 4M Strategy because (conveniently) each action starts with the letter ‘M.’

We’ll overview the strategy in this section and then go over it in depth during the next 4 sections. Here it is:

 

The 4M YouTube Strategy

Step One: Make the Right Content

Step Two: Market the Content Right

Step Three: Measure the Right Channel Data

Step Four: Manage the Channel Right

You’ll notice that two of the strategies are focused on the Content, and two are focused on the Channel. This 50/50 split is not an accident. It is intentional. And it is critical. And many producers get this part wrong.

 

Why do so many producers get this wrong?

Because they like one part of the process better than the other. Some producers love making content. But if you only focus on Content, then you will not have viewers.

Other producers love measuring the channel. Seeing the results. But if you only focus on Channel, then you will not have viewers.

And hopefully, you learned in Parts 1 & 2 why viewers are important. Or rather, what they lead to is important. Viewers turn into Subscribers. Subscribers turn into Audience. And when you have an audience…well, then you have a business on YouTube. And that’s our goal here. 

 

Elements of the 4M Strategy

Make. Market. Measure. Manage. Sounds easy, right? Okay, so it’s not rocket science. We’ll walk you through the basics in the next four sessions. But the most important part. And the one that will be the hardest is this. Don’t skip steps. Don’t think that you’ll be okay and don’t need to mess with every little detail. Because you do. So, do it. All of it.

Here’s the four elements of a good YouTube strategy:

 

Making the right content is all about knowing what your audience wants.

Do you know what kind of content your audience is looking for? This is step one. Know thy audience & what they wanteth. They will want your solutions to their problems. So solve them. They will want to be entertained. So do it. They will want your expertise. So share it.

The reason you started the channel in the first place—assuming you started it with them (your audience) in mind—is the reason they are coming. So, keep giving it to them. And ask them how you are doing. More on this in Part 5 of the series next week. 

 

Marketing the content right is all about making the content discoverable.

Just making the content isn’t enough. You have to make it available. That means putting it everywhere. And you have to make it discoverable. So, make sure the SEO is good. Titles, tags, descriptions. All that SEO stuff comes in here. And make sure it is syndicate-able too. That means finding partners to share the love.

You can’t just post and pray. You need to post and then promote. Like a shameless circus promoter. Yeah, you read right. And we’ll make a promoter out of you in Part 6.

 

Measuring the right channel data is all about the metrics that matter.

There’s a mantra that says “you get what you measure.” And this is true. If you are measuring something, then you are more likely to fixate on that number. And you are more likely to figure out what makes it move.

Just make sure you are fixating on the right things. On YouTube’s insights, this is primarily Watch Time. Not views. Not subscribers. Watch Time. That’s because it’s what ensures that your videos are of a quality according to YouTube’s point of view. And if they think you are good, then more people will find you. Because YouTube will promote you.

We think there are 7 metrics that matter. And we’ll get into that in Part 7 of this series.

 

Managing the channel right is all about good habits and best practices.

You want to make sure the channel is branded well, the thumbnails are good, your channel trailer is set, your annotations and calls to actions are in place. And…

What are all of these? Well, these are just some of the best practices for managing your YouTube channel. They are based on the current YouTube Creator Playbook, the YouTube Certification training (Touchstorm is YTC), and our own years of experience about what works and doesn’t on YouTube.

We’ll cover these best practices in Part 8.

 

And just to recap...

A good YouTube strategy covers all four areas.

  1. Make the right content.
  2. Market the content right.
  3. Measure the right channel data.
  4. Manage the channel right.

Be sure to subscribe to the blog so you don't miss any of this series. And be sure to check out the first three posts if you haven't read them yet.

Topics: YouTube for Business

YouTube for Business: 12 Ways YouTube Creators Think (and you should, too)

Welcome to Session 3 of YouTube for Business.

YT_Creators

It seems like the pace of change in marketing is faster than ever.

And even faster than the change are the new solutions, technologies, media, ideas and information flying at businesses and brands. Especially regarding what they should be doing to grow.

There are 4 mantras swirling around in the marketing world now regarding the way brands engage with their consumers, and we think they are particularly confusing.

  1. Brands have been told for a while now that advertising is broken.
  2. Brands have been told to think like a publisher.
  3. Brands have been told to think like a media company.
  4. Brands have been told that social media is where they should be.

While these are not quite myths—there is some truth in all of them—they are not quite mantras either. They are more like the beginning of the story. The problem or the suggestion of a direction. And in the end, they are not really all that helpful.

Why is this?

Well, it is because the truth is a little different.

  1. Advertising is not broken. Advertising is alive and well and growing.
  2. It is good to think like a publisher—provided you know what this means.
  3. Thinking like a media company? How about acting like one...well, wait, they aren't doing so well. Not the traditional ones anyway.
  4. And social media? It is living on rented land...except for one channel...YouTube.

Is YouTube a panacea to solve all of your marketing woes? Uh, no. Is it a place to engage directly with your consumers? Yes. And it is a way to do this with the most powerful medium ever invented—video. And on a device that is as personal and intimate as any ever created—PC & mobile.

Think like a YouTuber

We say, don't worry about thinking like a publisher or a media company. Instead, you should think like a YouTuber (or YouTube Creator—as the community calls itself).

Why would you do this? A whole host of reasons. Here's a small handful:

  • They are closer to your audience than you are.
  • They are owning share of voice in the growing media platforms.
  • They are defining the culture and conversation.

Wouldn't you like to have any of those said about you? Yeah, us, too.

How do YouTube Creators think? And act? And plan? And produce? Here's 12 of 100+ ways:

  1. They make content...all the time...like weekly. Yeah, that much (or more).
  2. They make content...for their audience.
  3. They make content...until they find what works...seems backward, right? Not here.
  4. They make content...based on what their audience likes/comments/suggests...again, upside-down from the old model.
  5. They market content...instead of just posting and praying.
  6. They market content...in all of their other social channels.
  7. They market content...to make it more discoverable...in search (your new best friend).
  8. They market content...of their friends and collaborators...yeah, that takes some getting used to.
  9. They manage their channel...with great metadata.
  10. They manage their channel...with annotations and CTAs.
  11. They manage their channel...to engage their audience.
  12. They manage their channel...every day...all day.

Seeing any patterns here? Make content, market content, manage channel? Yeah, it's not rocket science. It's just that most brands and businesses don't do the work it takes. YouTube Creators do. They grow views and subscribers into fans. In short, they build an audience of their own.

Building An Audiece Of Your Own

And it is important that you understand how they think about an audience. Because an audience is not views. An audience is not subscribers. An audience is a fan base. A fan base who will watch, like, comment and share everything you make. Will they like it all? Nope, but they will care enough to tell you so you can keep making it better.

YouTube Creators are very focused. They are focused on:

  • Making content
  • Marketing content
  • Managing their channel

So they can grow their audience.

Why do they do this? This is an interesting question. You will find a similar progression among many YouTube Creators:

  • They love a topic and making videos about it
  • They learn to love their audience
  • They start making some money from advertising
  • They get serious about growing the channel
  • They find themselves with a growing media business
  • They receive phone calls from brands who want to partner
  • They see all kinds of new opportunities arise

This is the new way of business. YouTube for business. And we are all just at the beginning of the beginning. We are going to see more and more businesses, brands and individuals building audiences of their own on YouTube. YouTube is the new TV. And there will never be a better time to get started than right now.

What's Coming In Session 4?

In our next session, we are going to show you a 4-part strategy to grow your business or brand on YouTube. This strategy will help you grow an audience of loyal and passionate fans. Fans that are more cost effective to find than simply renting or buying their attention. Fans looking forward to all your new videos. And fans who will start sharing so the organic growth takes off.

We will show you how to make your brand the solution that people are searching for. We shared three of these strategies above: make, market, manage. We'll go into more detail on them next week. And we'll share a powerful fourth "M" that helps you know what is working. 

Then we'll go deep on each of the 4M's so you can build your business, brand and reputation on YouTube.

Topics: YouTube for Business

YouTube for Business: 5 Ways To Do Business On YouTube

Welcome to Session 2 of YouTube for Business.

jm3_on_Flickr

In this Session of YouTube for Business we are looking at a very simple question. What exactly does it mean to do business on YouTube? The answer to this question is actually another question. What level of business do you want to have on YouTube?

Level of business? Yes. There are five levels of business engagement we see on the YouTube platform. Let's review them:

  1. Using the platform to promote your business. This could be using promoted video or creating viral videos that you hope will capture a number of eyeballs. The primary metric that you are concerned about is views. Your primary question is: how do I get more views on YouTube? A great example of this is the Dollar Shave Club video.

  2. Using the platform to engage your audience. This would be creating videos in a way that people are engaging with them on a regular basis. You are thinking about what kind of content they would like. Then you are seeing which content gets the best watch time, and making more of it. The primary metric you are concerned about is subscribers. Your primary quesiton is: how do I get more subscribers on YouTube? A great example of this is the Lego channel.

  3. Using the platform to grow your business. This would be using the video platform to see it impact your business, whether that is direct sales, growing leads, or building awareness and traffic to your website. Your primary metric is business growth of some sort. The question you have is: how do I build an audience of potential customers on YouTube? A classic example of this is Blendtec.

  4. Using the platform as another revenue stream. This would be a business that has grown an audience to the point that you've become a YouTube Partner. You are making money. And it is a nice supplement to your other business. Your primary metric is ... well, what is it? It is a TVi Score. What's that? Here's a quick tutorial on it. Your main question is: how do I increase the revenue coming from YouTube? A great example of this is MetroSkaboarding, which is an online retailer that runs a very successful YouTube Channel with a high TVi Score.

  5. Using the platform as a primary revenue stream. This is the pinnacle on YouTube. There a number of YouTube stars earning seven figures off of their channels, which is in turn generating a load of offline business for them. Your primary metric is a TVi Score, plus the entire Touchstorm Video Index of metrics that matter. We built these for ourself initially to help us grow a top channel. But we've opened it up to the world recently. Your primary question is: how do I attract the attention of business and brand partners for my channel? A classic example of this is beauty vlogger, Michelle Phan.

There's no one way to YouTube.

You can see that a wide range of businesses have found success on the platform. And there isn't just one way to engage YouTube to build your business. It all depends on what you are trying to get done in your business. YouTube is not a playground for kids or stupid pet tricks.  It's too bad that this perception clouds the way people think about YouTube for businesses. Because it is the best platform for building and engaging an audeince of your own.

You need an audience of your own.

Having an audience of your own is critical. And it will only be moreso in the future. Why? Because media continues to fragment. At the same time, more people rush in because the barriers to entry are essentially zero. This means that anyone can start making content people love, amass and audience, and then flip that audience into a business of their own.

See how that works?

Either you have an audience, which means you can flip it into a business; or you have a business, and you have to rent it from the audience owner. Renting fragmented audiences is expensive. It will only get more expensive as the media continues to fragment. This is a cycle that's been going on for decades now, and it's not going to stop. Unless someone stops people from becoming entrepreneurs.

Don't just keep renting an audience.

If you have big budgets and just want to keep renting your audiences, then here's what's going to happen. These upstarts on the new media channels are going to build an audience – your audience – and then they are going to launch a business. In your space. Then when they are growing and you are declining, you are going to wonder what hit you.

It is happening now. But it is going to accelerate. So, do yourself a favor and start building your audience now.

Get started building your audience.

How to get started? Here are four things to do immediately:

  1. Align on your goals. What are your business goals? What do you hope to accomplish with a YouTube channel for business? Which of the 5 Levels of Business are you shooting for? You won't have any benchmarks, so just get some goals down to shoot for. Be concrete and specific. And adjust as you go along. It will take some time to determine.
  2. Assemble your team. You cannot go this alone. You will need strategy to come up with a plan. You will need production to create the videos – this includes writing, camera, actors, editing at a bare minimum. You need someone to post videos, write titles, create metadata and manage the channel. And then you need someone to watch the analytics and monitor comments (and respond). Then you need someone(s) to market the videos for you so you grow views and audience. It takes a team to make this work. You can outsource, but you need resources to build a YouTube business. You need to plan on it.
  3. Audit your existing content. You probably have existing text, image and video content on various sites, channels and servers around the company. Pull all of these together into one place and grade them. We have some tools that can help with this.
  4. Act (& think & plan & engage) like a YouTuber. Yeah, we know. What does this mean? We'll cover that in the next session. Until then, work on 1-3 so you will be ready to get going.

YouTube is open for business. It is the best platform to build an audience of your own. The question is, will you? Watch for Session 3 next week so you can learn more about how to use YouTube for business.

 

(Photo from Flickr user: jm3 on flickr Creative Commons License)

Topics: YouTube for Business