By the time you’ve finished this Digital Marketing YouTube guide, you’ll be able to optimize your YouTube channel for maximum success. Those who work in social media marketing often forget about YouTube marketing.

marketing youtube

Some think YouTube counts as a social media network. Others see it as more of an online video platform Either way, there are countless marketing opportunities on YouTube especially if your audience is on the platform and your competitors aren’t.

YouTube counts two billion logged-in monthly users worldwide, and ranks as the most widely used online platform among U.S. adults. Therefore, YouTube does not necessarily have to meet social network criteria.

It’s more popular than all of them. But with more than 500 hours of video uploaded every minute, effective YouTube marketing is easier said than done. You can get started right now with this YouTube marketing strategy, which we’ve put together in 10 steps for you. Learn how to optimize your channel, grow subscriptions, and expand your reach with YouTube ads and influencer partnerships.

Step 1: Gather information. Create a YouTube channel for business

Open a Brand Account With a regular Google account, you can make a YouTube channel, but only you can access it.

Furthermore, the account is under your name and depending on your settings, may connect viewers to your personal email address. Multi-user authorization is possible with a Brand Account.

You might not need this right away, but keeping it available will be a good idea as your business grows. Besides opening and managing multiple YouTube channels, Brand Accounts also allow you to manage Twitter accounts.

Step 2. Make sure you know who your audience is 

Start by learning about YouTube demographics before you start uploading.

This includes quantitative data, like where most of the users live (most traffic comes from the U.S.), the most popular age group (of 15-25 year olds), and the most popular way of watching (mobile).

You might want to consider that Gen Z viewers tend to search for short-form content if your audience is younger. Did you watch any guided meditation videos? When you have a YouTube channel for your business, you can access your Analytics tab, and you can see that between 2017 and 2019, viewers of videos with “thrifting in,” “thrifting with,” or “how to thrift” in the title grew by 10X.

You can use this tab to learn more about your YouTube audience if you already have one. Keep an eye on the watch time and demographics. Your assumptions have they been confirmed? Do your other social channels share any audiences with yours?

If viewers have left comments, read through them to see what you can learn about their interests and preferences. Visit the Community tab, too.

If there’s something specific you’d like to know, this is a good place to post a question or create a poll. Compare your YouTube audience with your other social audiences.

Identify the content your audiences connect with most, and use it to brainstorm video ideas. Plan to create content for the audience you have and the desired audience you plan to grow.

Step 3 Conduct a competitive analysis

Analyze the competition. YouTube is a competitive platform, just like any other. Analyzing your competitors will allow you to gain insight into how your channel measures up and which opportunities there are.

Competitors must be identified

Identify three to five competitors. If you’re not sure, try Google Ads’ free Keyword Planner to see which companies rank for keywords associated with your brand. Or see what channels appear in searches on YouTube for the same keywords. (After hitting Search, filter results by Channel.)

Record key metrics such as subscriber counts and viewership stats so you can use them as benchmarks for your channel. Look at titles and descriptions to see what keywords they use. Read the comments on these videos to see what people are saying. Chances are their audience will overlap with yours.

Conduct a SWOT

Conduct a SWOT analysis to identify the Strengths, Weaknesses, Opportunities, and Threats presented by each competitor. This is a good framework for spotting what’s working and not working, and where you can carve out a niche with your YouTube channel. Pro tip: Make sure your competitors aren’t serving ads on your videos! If they are, it’s possible to block them in Google’s ad manager.

More on that here Step 4. Learn from your favorite channels

Scroll through your subscriptions and your YouTube history .

As you do, take note of the techniques and formats that hold your attention. What keeps you coming back to these channels? How do the most popular channels drive views, subscriptions, and engagement?

Take a look at YouTube’s trending videos . Even if these videos have nothing to do with your business or industry, there’s a lot you can learn from them.

Are all of these videos high-production, or are they shot more casually? What is the most common length of these videos? Do they have a host? Do they add special effects or text overlays? Look up your favourite brands and do the same exercise. Start to think about your YouTube content strategy. What type of content makes sense for your brand? Do you plan to use YouTube to tell stories, offer tutorials, or establish your brand as a trendsetter? Or all of the above?

Step 5. Optimize your videos to get views

YouTube is a video search engine. Like Google which happens to own YouTube videos results are ranked by titles, keywords, descriptions, and other factors. Then there’s the YouTube recommendation algorithm , which determines of what people watch. Optimize your videos so that they stand the best chance to show up in search results and get more views. We’ve created a detailed guide on how to get views on YouTube.

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