By now, YouTube also allows you to highlight your brand through videos and adv, facilitating interactions with your community.

In this article, we will explain why you should take this platform into high consideration when planning your marketing strategy and especially how to optimise your content to make the process more effective.

What advantages does it offer?

A video has a very direct impact on a person and for this reason will be able to increase their interest. The aim is exactly that, to capture attention in order to create a solid community that you can rely on and that will want to become part of the universe created around your brand. So it is good that the services you are going to offer are always in line with the customer’s needs and above all that they are of impeccable quality.

ragazza ripresa mentre registra il proprio profilo su YouTube

How to create a profile on YouTube?

Here is a dummies guide to opening your own channel:

  1. go to YouTube and create your profile using a Google account
  2. Go to the section ‘Your channel’ by clicking on your profile picture.
    At this time your channel will appear empty, but you will have several CTAs at your disposal to start populating it:
    – Channel customisation
    – Video management
    – Uploading a video

At this point, it is appropriate to dwell on the importance of customising the channel before starting with the publication of the various contents.
Optimizing your video marketing strategy on YouTube starts right here.

Happy Tips: YouTube has an algorithm equivalent to Google’s search engine, which is why optimization strategies are similar. Organic optimization on YouTube is in fact called VSEO (Video Search Engine Optimisation).

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How to optimise your YouTube channel?

To optimise your channel, you will need to access the Layout tab.
Then click on “Customise Channel”.

Layout

Of utmost importance is the featured video. This video is a kind of trailer for your channel that is played automatically when a user comes to your channel.

Happy Tips: you could think about creating a video in which you briefly present your company.

The homepage can be populated with 12 sections, it can be short videos or the latest uploads. YouTube provides you with a number of features aimed at optimising your profile as much as possible, so make good use of them.

Branding

We have now come to the branding of your channel.
Make sure you:

  1. Insert a profile picture. Presented in 98*98 pixels minimum, respecting a square format and therefore a 1:1 ratio. This can also be an HD image (however, it must not exceed 4MB, and must be in PNG or GIF without animation).
  2. Insert a banner image. This will occupy the upper part of your channel and must be presented in 2048 * 1152 pixels, approximately 16:9 (must not exceed 6 MB).
  3. Include a video watermark that will appear on all content on your channel. This watermark must be at least 150 * 150 pixels, in PNG, BMP, JPEG or GIF format without animation (the image must not exceed 1 MB in size).

General Information

First you will need to enter the name (e.g. your company name) and description of your channel.
This section will be visible to the user when they access the ‘About’ section of your page.

HappyTips: Optimise this section in several languages.

You will now have created a channel URL, which you can copy directly to publish it on different communication channels, such as the online shop or social networks.

Below the URL, you will find the ‘Links‘ section. Here you can insert links to your profile, such as social networks or your own website (visible later in the lower part of the banner).

You can also include your contact information, i.e. your email address, so that users can contact you if they need to.

post produzione video da caricare su YouTube

Publishing videos on YouTube

Let’s look at the steps you need to take to publish your videos:

  • Click on the camera icon with a ‘+’ and select the ‘upload video’ option.

    HappyTips: remember that videos should be of the best possible quality (do not go below 1080p).

  • Optimise the title of the video. It should be short and punchy so that it is immediately clear to the user what the topic of the video is. Keep it between 50 and 60 characters, even if the maximum limit is set at 100 characters (YouTube tends to cut titles beyond 60 characters and we don’t want a half-readable title, do we?).

    HappyTips: because of the algorithm used, they advise you to place the keyword at the beginning of the title.

  • Optimise the description. Limit it to 300 words, always with short sentences.

    HappyTips: keep in mind that only the first two lines will be visible.

  • The thumbnail is intended to attract the user’s attention, it is displayed when their mouse is not on your video, so it must be eye-catching to entice them to click on it.
  • Finally, add tags related to the topic of the video and your channel in general, always try to stay around 5 tags.
  • You can also create playlists to group the different topics that are covered in your channel.

Once the video is published, you will have to worry about promoting it, share the link on the various social networks you have at your disposal in order to gain more visibility.

How to check the actual effectiveness of your hard work?

To monitor the performance of your content, the platform provides the ‘Channel Analysis‘ section. From here you can check the views of your content, the duration of views and subscribers.
This overview is made even more complete when used in conjunction with the ‘Coverage’ tab, which provides a wealth of data such as click-through rates per impression with a count of unique viewers, traffic sources to assess how well your site is optimised, and more.

It is definitely an opportunity to seize! Taking advantage of the visibility offered by this platform is definitely a move to include in your win-win package.