Enhancing How You Market Your Business with YouTube

When it comes to social media marketing, are you forgetting about YouTube? The sheer size and reach of YouTube cannot be ignored. YouTube has over 2 billion unique users and is the second largest search engine next to Google.

Why Use YouTube?

YouTube has the advantage of being owned by Google’s parent company so when anyone searches the Google search engine, YouTube videos show up prominently in the results. With that kind of potential exposure, integrating YouTube into your social media marketing mix makes sense, particularly if you’re producing videos.

Setting Up Your YouTube Presence

If you have a Google account, you already have access to YouTube with the ability to set up your own YouTube channel. Treat your YouTube channel as you would any social media account by adding a profile image and a cover banner.

Take special note of the larger dimensions of YouTube cover banner (2560 x 1440 pixels) since YouTube is often available on smart TVs so could be viewed on a larger television screen.

Include a brief description for your YouTube channel and add links to your other social networks. Start adding videos strategically. Start with an introduction or “trailer” video that gives some background about you and your company, products, or services. You can designate this video as the first thing any new visitor sees so they get a brief overview.

Verify Your YouTube Channel

To verify your channel, you need to enter a phone number. YouTube will then send a verification code by text or a voice call to your phone number. Once you’ve verified your account, you can:

• Upload videos longer than 15 minutes
• Add custom thumbnails
• Broadcast YouTube Live streams

Having a verified account can help create a positive first impression when someone visits your channel.

Upload Videos to Your Channel

If you’re like most small business owners, making videos is not a core part of your business or your job. However, by now you know that videos are an important type of content that can potentially get more attention than static graphics or images.

If you’ve produced videos for commercials, product demonstrations, event coverage, or other business-related activities, all of those can be uploaded to your YouTube Channel to promote what you do.

If you are already producing Reels for Instagram or TikTok videos, start by uploading some of the best ones to your YouTube channel.

The more videos you upload on a regular basis to YouTube, the better your chances of building a following.

Explore Other YouTube Tools

YouTube, like other popular social networks, regularly expands their offerings with new features and tools. Here are some tools you may not have tried:

1. YouTube Shorts - This feature was launched in 2022 to showcase short-form videos like other popular platforms such as Instagram Stories. If your videos are less than 60 seconds long, you can add them to your YouTube Channel as Shorts. You can also create YouTube Shorts using the YouTube app.
   
2. YouTube Creator Studio - This is a built-in video editor that offers basic editing tools to trim and make cuts and add music from their audio library. You can also add subtitles to your videos rather than relying on auto-captioning which could be inaccurate. For more robust video editing features, you can use tools such as Premiere Pro or iMovie and then upload the videos to your Channel.
   
3. YouTube Create - If you’re an Android user, YouTube Create is a new video production app that lets you edit both long-form and short-form videos for free on your mobile device. Tools include filters, effects, transitions, and royalty-free music. There is no specific date for the iOS version to become available.
   
4. YouTube Live - To use this feature, you must have a verified YouTube channel. You can use the desktop version and a computer or laptop camera to stream video. If you’d like to stream using the YouTube app and a mobile device, you need at least 50 subscribers to your channel.
   
5. YouTube Premieres - If you are launching a video on your channel, you can use YouTube Premieres to watch a new video together in real time with your followers. You can create and share a “watch page” where viewers can set reminders, chat with one another and with you, and post comments. You can even post a trailer or preview video to build anticipation.
   
6. YouTube Cards - YouTube cards are links that pop up within a video you’ve posted that is clickable and can lead viewers to related content on YouTube. You can add up to five cards to each video. Cards can promote another video in your channel or a playlist, for example. You cannot link to an external website in a card unless you are part of the YouTube Partner Program.

Apply to the YouTube Partner Program

If producing and publishing videos regularly is a key part of your business or marketing and you’ve amassed a large following, you may qualify for the YouTube Partner Program. This program gives creators on the platform enhanced access to YouTube resources and monetization features.

Partners also get access to YouTube’s Creator Support teams. If you are producing videos regularly and are interested in revenue sharing from ads on your videos, you can apply to become a YouTube Partner if you fit their criteria. Your channel must have over 1,000 subscribers plus 4,000 “valid public watch hours” in the last 12 months, and 10 million “valid public Short views” in the last 90 days.

As you can see, there are a variety of YouTube features that can enhance how you’re using your channel that can boost your video visibility and grow your following to help you market your business.