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http://www.themediamama.com How to target your audience on YouTube Joelle Norwood Lern Conference Washington DC 2012
Article by Vanessa Pappas is Vice President of Audience & Strategic Partnerships at Next New Networks, where she oversees key partner relationships, builds out audience growth strategies and advises programming of the networks which include Indy Mogul, Hungry Nation, and Barely Digital.
Online video has moved from the niche to the mainstream and become a part of our regular media consumption. After five years, YouTube hit the milestone of serving one billion video views per day in October 2009, and just seven months later crossed the threshold of two billion view day in May.
With online video viewing rivaling some of the biggest television ratings, how can you stand out in this sea of content on the world’s largest video platform? Whether you’re a Fortune 500 company, a media outlet, a small business, or an individual, the questions are the same: How do viewers find your videos online, and what keeps them coming back for more?
Here are five guidelines to improve your video discovery rate and create a loyal audience on YouTube.
1. Create Meaningful Content
Online viewers are fickle — they are always one click away from skipping over to the next thing. So while content is king, the key to having your video discovered is to create the kind of content that will add value to your defined community.
Ask yourself key questions: Why would people want to watch your video? What relevance does it have to your target audience? Whatever creative format you chose to take, whether it be a vlog, how-tos, interviews, topical viral concepts, news-focused, or a scripted web series, you need to give people a reason to watch and share your videos.
One brand that has done a great job of this is The Home Depot. The company’s videos are not just repurposed commercials. Instead, they offer DIY expertise and insight on products and projects around the home. By creating engaging content that is valuable to the specific DIY community, Home Depot is able stay on brand and increase their chance of satisfied viewers seeing and sharing their content.
2. Package and Brand Consistently
More than ever, the challenge everyone faces in building audiences online is getting viewers to come back after they’ve watched that initial video. A viral hit is a short-term success, but how do people know to come back? Did you give them a reason to?
To this end, branding and packaging is crucial. Your brand will serve as a navigation marker in a sea of online content. Having a strong point of view within your content helps define your brand and position yourself as an expert and leader in your field — it’s a voice that they will know to trust and return to for specific content.
Machinima, one of the leading channels for video game content on YouTube, has been the most consistent in this, and no doubt their branding and packagin