4 YouTube Marketing Basics

 YouTube began as a small, low-quality site where anyone with a camera could rant to thousands of viewers. It was the ultimate megaphone, capable of transforming an everyday man into a celebrity—one that commanded a devoted following, and eventually the buying power of a large corporation. That makes YouTube one of the most powerful marketing platforms in the world, and here’s how you can utilize it to grow your business.  


Persistence Isn’t Everything 

Most people make the same mistake when they first start advertising. Companies have been shoving ads in consumers’ faces since the beginning of time. Whether it’s a street market heckler or the same commercial every eight minutes, there’s only one word for what the public has been subjected to: harassment. It’s an ugly word for an ugly tactic, and it’s perfectly appropriate in the context. And it doesn’t work. You could spam every visible space on the internet, and still never see a dime. The market is too saturated, and not everyone is going to want to buy your product.  

Find Your Voice 

In a Defy Media study, 63% of respondents between ages 13-24 said that they would purchase a product marketed by a YouTube channel, whereas only 48% said that they would purchase a product endorsed by a film or television star. The reason for this is simple: they trust YouTubers. They connect with them. They share their values and their beliefs, and they see them as real people as opposed to the poorly edited commercials and stock photos they’ve been forced to swallow for decades. That transfers into loyalty and real success. That is why so many companies sponsor YouTube content creators. They know that when their product is showcased on a large channel, people will buy their product.   

Finding the One  

Not everyone owns a dog, but virtually everyone will have to sit through a dog food commercial at some point in their lives. It doesn’t matter how funny the voice-over is, or how sweet that pug looks in a Victorian collar, nobody is going to buy that product if they don’t have a use for it. Advertising costs money; it can be very expensive, especially when you cast a wide net. So it’s best to hone in on people who have a use for your product. Doing so is simple. Before you release your ad, research demographics. Find out who owns dogs, where they shop and what videos they watch. Then finetune your YouTube advertisements so that you’re not forcing the wrong people to watch it.  


Personalize Your Content 

We’ve all seen the way adults respond to children’s programming. The repetitive songs, the condescending tone and annoying sounds amount to nothing short of psychological torture. At the same time, children hate the things that we love to watch. The news is boring. Our movies are too slow. There is a way to appeal to different audiences, and it varies quite a bit. Now that more audiences are watching videos online, it’s important to understand what your demographic wants to watch. Ultimately, if they are seeing your product, it’s because they clicked on something that interested them. Find out their interests. Look up what videos they prefer and tailor your content to meet those criteria.  

READ MORE: Instagram marketing techniques for E-commerce stores  

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