Online video marketing has been getting more advanced in recent years. It has become easier to create, edit, showcase, analyze, and implement videos in your marketing strategy. The reason for this is that technology for video editing as well as website hosting for videos have been continuously optimized. In this blog we will talk about building a video-strategy for both YouTube and TikTok which will help you grow by using videos.
Are you ready to dive into the world of video marketing?
Consumers are 64-85% more likely to buy goods and/or services after watching a video. You can utilize videos by creating YouTube videos, TikTok videos, portraying videos on your webpage, creating Instagram Reels or sharing video content on Facebook, Instagram, or other social media platforms. The options are endless. In this blog we will specifically dive into the world of video marketing for both YouTube and TikTok
Why are videos so important? We all know that search engines such as Google and social media platforms such as Facebook and Instagram work with algorithms. The rule is: the more engaging the content, the more likely it will be shown to your audience by the algorithm. What is the link to videos? Well, videos are known to be more engaging and people will, on average, spend more time looking at your video content compared to a photograph. This is the reason why video content is rewarded by search engines and social media platforms. It’s all about serving the audience with content that is shareable, likeable, and interesting to talk about.
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YouTube: how to build a video marketing strategy
With 1 billion unique visits per month, YouTube is a social media channel that is hard to ignore. On top of that, YouTube is a search engine, in fact; it is the second largest search engine on the internet. What does this mean for your business? With the right SEO strategy you can use keywords to your advantage to let your content be ranked higher in YouTube. This is because search engines, like YouTube, rank your content higher if the right SEO/keyword strategy is employed.
On top of this, YouTube content has the ability to generate interest over time; people will come back to your content in days, months, or years from the publication date. More so than for example on Facebook, Twitter, and Instagram. This is because people will search for your content rather than expecting it to pop up in their timeline. This makes your content more likely to be seen throughout the year instead in just one specific moment. To add to this, people who will watch your content are likely to have a high and genuine affinity with your marketing message, since they searched for your content. This will also make them more inclined to engage, share, and like what you’ve shared.
Let’s look at three steps that will help you set up your YouTube video marketing content strategy. We will look at branded content and thumbnails, which is the first thing that your audience will notice. Then we look at an SEO strategy, which is important for YouTube growth. Afterwards, we will look at creating more revenue by driving back traffic to your website, because who doesn’t want to make money from their content? Let’s look into it.
Step 1: Branded content and thumbnails
When starting (or optimizing) your YouTube-channel, it is always important to look at your brand story and branding guidelines. We wrote a blog about brand inspirations before in which we dive into both. You always want to send out the same message, talk in the same tone of voice, and portray the same thoughts on your channel. It also helps to create recognizable thumbnails that follow the same style. This way your viewers will recognize your content, which makes them more inclined to click on it.
Step 2: SEO strategy
In order to reach a larger audience and ranking higher in the YouTube algorithm, it is advised to use a strong SEO strategy for YouTube. Start off by researching keywords that you would like to use. Start with one or two keywords. You would want to rank at the top of the list when people search for these keywords. To make this work you want to pick the intent of your videos and research if this keyword has enough search traffic and isn’t used by bigger competitors that you can’t win from.
There are certain tools that you can use to track search volume and relevance of keywords. One of those tools is Tubebuddy. Once you have researched and picked your keywords you want to continuously use them in key places, such as: video descriptions, video titles, video file names, and tags. Extra tip: group videos with the same keyword together in a play-list, this will give your videos an even higher ranking. On top of that: it makes it easier for your viewers to find content similar to what they were searching for (which will make them stay on your platform longer).
Step 3: Driving traffic back to your website
You can get more revenue when you use YouTube, yes it’s true! There are a few simple tips and tricks that you can use to start driving more traffic back to your website. One of them is to add clickable links into your videos. These links can, for example, link through to a landing page on your website, where people can get more information or where they can purchase your product and/or service. Another trick is to pin a comment in the comments section. This comment can have a call-to-action in which you, again, refer your viewer to your website on which they can buy your product and/or service.
Useful TikTok marketing strategy for your business
Now you know how to set up your YouTube channel for success. Let’s look at TikTok, a platform that has become very popular in the past few years. TikTok is a social media platform that is used much among millennials and gen Z. Its success comes from being a platform where fun, creative, and playful content can be published and shared. This platform is also perfect for user-generated content (UGC) and influencer marketing, which has shown to work well with the target audience present on TikTok.
Step 1: Be updated with trends
TikTok’s algorithm favors content that the users engage with. On TikTok, interesting content gets rewarded and pushed higher into the algorithm which will get your video showcased to more people. This means that an account with less than 10 followers, that has created an interesting video, can reach a video of 1 million likes, when the content is favored by its viewers. It’s all about utilizing the right components of a ‘good TikTok video’; let’s figure out what these are.
Your content is more likely to reach more views if you work with trends. This means that you research the filters and music that are trending at that specific moment and jump on this trend by creating videos similar to those that people are currently watching. Don’t forget to give the trending videos your own twist, think about what you can add that will make your video similar to what people like to see at that moment, but then with your own personality or brand’s message woven into it.
It is advised to not wait for a few days to figure it out, but start creating straight away. You will see that your instant effort will be rewarded! Additionally, research trending hashtags, for these are the ones that will make it more likely for you to get more views on your videos as well. Keep in mind to never delete your TikToks, because they might not get many views and likes at the moment you post, but they can get more traction after a couple weeks or months. You never know.
Step 2: Influencer marketing and partnerships
As said before, TikTok is perfect for working together with influencers as a brand. Let influencers promote you on their own channels or see if you can work together with them and shoot a video for your brand’s channel. Do you want to keep the (near) future in mind? Then also take a look at virtual influencers, they are expected to be used more often by companies that promote their product and/or service online and on social media platforms.
Keep in mind that influencer marketing and user-generated content can be different on TikTok than for example on Instagram. Content on TikTok is less polished and can be created in a more casual manner. Where Instagram portrays idealistic images, TikTok shows real and raw content that users seem to enjoy. Instagram might be more about a perfect image, and TikTok is all about showing personality. Keep this in mind when you work with an influencer or reshare user’s content.
Step 3: Analytics
Whilst TikTok is perfect to try out and experiment with different types of content and you have been playing with trending music, hashtags and working together with influencers; you can simultaneously start analyzing your efforts. How do you start analyzing your content? You start off with creating a TikTok Pro account. After creating this profile you can start tracking your videos metrics, such as the total play time and average watch time. On top of this, you can find out where your audience is based, your profile views and follower growth. Get to know more about using big data to improve your conversion rate optimization, we previously wrote a blog about this.
Do you want to learn how to create a video marketing strategy to start growing your business through videos? We work with the best digital marketing strategists and content creators that can help you with setting this up. If you would like to know more about how we can assist you, please get in touch here!