Online Marketing

Does YouTube really work for Business Marketing? The #WeAreSlam Show Episode 5

Today, I’r with Michael T, Johnson chief creative here at slam and we have a Pretty fun topic today we’re talking about YouTube, yeah and I think the fun Thing about YouTube is every time you get a camera out.

If there’s a kid Anywhere around they’re going to ask: is this going on YouTube? So that’s that’s been. My experience is not only that, but everybody wants to be A YouTube star right, it’s true, I you know they. We already know that YouTube. Is the number two most visited site just right behind Google? You know it’s the Second, behind Google again most visited search engine, but if anyone’s like well You know YouTube’s not necessarily relevant for my business.

Maybe it is Maybe it isn’t, but if you have kids, you know that they’re reading YouTube and So YouTube is going to be around for a long time. Yeah it’s it’s definitely not going. Anywhere and even like some of the big players in the social space, like Facebook Instagram, which is Facebook they’re, always still trying to catch up. To what YouTube’s doing on article as far as getting a user and keeping them for a Long time but uh but like you’re, saying the business case, if you’re a brand or a Business I mean you’re not going to be a YouTube star for the most part, unless You know you’re, you were some really really hard.

Have a great natural Charisma and you put a lot of money into it – right, Yeah, right but uh, but what you Can leverage is kind of like the SEO benefits being discoverable and kind of Boosting up your brand in some certain ways, so you know, I think, the way that Most businesses use YouTube is just as a place to host their articles, but with a Couple tweaks: you can take that hosting to make it work for you better with, like Some search engine stuff and things like that yeah, you know I find myself more Often than not, if it’s something that I, if it’s something that I’m trying to Figure out, you know I’d rather read a article than read yeah, that’s just the way.

My brain works, and so even if I don’t go to youtube To make that search, which sometimes I don’t I do it in Google, but that I just Clicked articles, yeah and so with Michael’s talking about Being discoverable, that’s what we’re talking about like creating article Content that people can discover what they’re searching for a solution to Whatever problem they’re, having that your brand can address yeah and I think The other huge benefit of YouTube like apart from that discoverability as There’s a whole ad platform behind YouTube that, like you said, like my kids, Are addicted to YouTube, they will binge read and binge read and binge read.

And that’s, usually the behavior people on YouTube is they’re not there to just Scroll through, like Facebook they’re there to read a lot of content and That’s an opportunity to serve some ads that are incredibly relevant to that Person, you know, because there’s so many people of all ages on YouTube, just Consuming and kind of just binging on content, it’s important as a brand to be There, like in pre-roll, you know, and so we know the average attention span – is 7 To 8 seconds right, yeah and so YouTube geniusly Right they they they did something pretty amazing.

They introduced Six-Second pre-roll ads, so it kind of fits right within that attention span. You know universe, and so what those ads allow you to do is when the person’s Getting ready, you know to read whatever it is: they’re getting ready to read. Like you can just hit them really quickly with something that’s super Exciting super engaging it’s six seconds just long enough to get some awareness.

And over time like, if you’re advertising, these six second articles to your your Ideal target market then they’re going to see these six second ads over and over And over again, and what’s going to happen, is that brand awareness is just going to Increase and so that’s a great way that we’ve seen to like introduce new Products new brands to kind of reinforce some of this brand recognition. You know With your target audience yeah and it works really well and especially works.

Really well because this is how I hear about the lol surprise, that toys for my Daughter, because every every uh every article she reades every few articles she Gets a she gets an advertisement for some new toy, so in a day and age when People don’t read commercials or really read a lot. Tv, this is like a great way to get awareness for your product. I don’t know How my kids find the toys they do, but apparently it’s just on YouTube.

This is True so the next thing to talk about with YouTube is you know, early on Besides the ads, we talked about this idea of creating good content that helps You get discovered and there’s been a big change to the YouTube YouTube. Algorithm and in the last year, so I mean this may not be super familiar to a lot. To a lot of people, but we put out fairly regular content on YouTube and for a While what YouTube was favoring was daily uploads and if, if you’re uploading, Content consistently daily, then like there was a greater chance of you being Seen but they’ve kind of flipped that so we’ve seen a change on the algorithm Where what YouTube favors is kind of this longtail keyword, so when you think About longtail keywords: this is what you’re, putting in a Google search when You’re trying to find something not only that but they’re favoring, older catalogs Of content, so if you can consistently put out things that have to do with your Brand that people are searching for you’re going to get found and it’s going to Not just help you on YouTube, but like help you on your website as well, yeah And you know if, if you want to dig into the SEO reasons, why they’re doing that It’s probably because, like people figured out how to gain the system, Yeah and post stuff really quickly like new blogs, yeah and it’s spammy stuff, Right and so now, favoring my assumption.

It’s favoring, the older catalogs, the Ones that haven’t been banned from YouTube, there’s kind of this built-in Credibility and yeah – and you know so that’s what Google or YouTube once so You know we’re not really going to dig into the SEO like do’s and don’ts for YouTube. Or just in general, we’re probably to do SEO in a different show yeah, but this Longtail idea is just in a nutshell: you know if you’re trying to rank in your Youtube search results for like red widgets everyone and their brother is Probably trying to rank for that too, so it’s really very difficult.

That’s what’s! Called like a short it’s a short word, so it’s a short phrase: a longtail keyword, Is something that red ridge widgets that I can use in my Buick? You know that’s a Longer phrase it’s probably not searched very often, but if that’s something that Your brand then optimize for that phrase, yeah and You’ll, be you know in the top five yeah, not only that, but you’ll be more Relevant to the viewer, that’s searching for that which is really important.

Because one of the things that we’ve seen in the back into YouTube this year, Is that if you’re not super familiar with YouTube back in, they used to just Show you like how many views your article got, which is good information, but what They change this here. Is they show you how many impressions your article got and How many people clicked on that article? So if you do what you’re talking about not Red widgets, but whatever it was red widgets for Buick and and that’s Incredibly relevant to that person, that’s searching that then that article is Going to get a higher percentage of click-through on the topic and when it Gets a higher percentage of click-through, it’s shown to more people.

So it just kind of compounds on itself. You, you use this information to to give Things that are more relevant to the person searching and that always works Good for you in the long run, but if the article is relevant to what they clicked. On and they read it, which that’s, how YouTube is going to determine whether it’s Relevant or not, then it’s going to get shown to more and more people, so yeah Yeah, it’s simple, so I think the other interesting thing about this is so we’re.

Talking about creating like longtail keywords and creating relevant content, But the one thing that you have to do is make sure you get the attention of People and that they actually click on it to begin with, so you could make some Great content, but if nobody is able to find it or nobody sees it, it doesn’t do Any good for you so so there’s two very important things. One of those is making A clickable title for your article, so we talked about this like keywords, but if You get really spammy with a ton of keywords.

You got to remember a human Being is going to look at that title, not a computer yeah! That’s a good point. Because when a lot of people think about optimizing to show up higher and their Search results like on a YouTube they’re thinking about like how many keywords: Kind of stuff into the title and think about just the way that you’ve engaged With YouTube you’re not going to click on a title; That has a million keywords in it: you’re going to kick click on a title that answers The question that you’re asking and does so in a way that prove That it’s relevant, it’s authentic, a human has written it.

So don’t try to Keyword stuff, it’s not worth it yeah so and then the other part of getting People to click on your article is the thumbnail, and this is like arguably, the Most important part to get someone to want to click on your article so like if You’re looking, if I’m doing a search on Google, I’m probably looking on the words Like what the title is, but if I’m on YouTube that that thumbnail is what’s Going to entice me to click, I came across some really interesting information.

About like how the machine learning and AI and everything behind Google and Youtube’s algorithm on those on those thumbnails is and honestly it’s kind of Creepy and it’s weird, but it’s also fascinating so so Google has this thing: Called cloud vision – and this is like this – is the machine learning AI behind Like photos in Google, so if you have a let’s say I have a picture of a person. In a photo – and let’s assume this photo has no words on it at all.

Like I didn’t Put the title: it’s just a picture of a person, maybe they’re doing something or Holding something so what cloud vision does? Is it takes that article? It analyzes The emotion of the person’s face, so it knows the emotion for one it creates a Tag list for what’s happening in that photo, so we talked about keywords and Like longtail keywords, it creates its own list of keywords and tags based on What’s in that photo, it finds the person it pulls their identity from online and It finds all the websites where that person is or all the websites that are Associated with that, so it also creates all these matches for, where related Contents found on the web and for one that just tells you how important those Thumbnails are but also to me it’s just like kind of geeky, fascinating yeah.

You Know like as you’re going through all the things that it does it. You know they Say and the reason why I say they say is because there is no list of what Google Or YouTube actually does anywhere right like this is all just based on Experience and based on like people running tests over and over and over Again to see what works and what doesn’t like you search, and so we look at these Findings and then we’re able to determine you know what some of the best Practices that we should be doing, and so when you talk about like how they Analyze the photo to determine who it is, and then they go out to the web and find Out, where else that person is then it? I immediately am thinking about social Yeah, because we know, especially on the Google side, that social plays a major Role in SEO value, and so the more interaction, the more engagement you have.

On your social pages, it’s going to tie back to your website and boost your website. And so that’s how they’re doing it like they’re, drawing these connections and so If you’re an influencer and you’ve never been on it YouTube before, but you’re You’re known everywhere, I bet you’re going to get a bigger bump. Yeah just Because of the sheer volume of stuff that you have out there yeah, so that’s Pretty cool yeah: it is it’s pretty crazy how everything is connected.

Well, this Has just been an amazing topic that you know we wanted to just scratch: the Surface but I think we actually did a little bit of a deep dive into some of Just like YouTube and search engine optimization for article yeah, but you know Really just scratch the surface yeah. It is a big topic. I mean this could be like Five or six more episodes – and we still would have just scratched the surface so So maybe we’ll pick this up again another time, but for now thank you for Tuning in, if you have questions about YouTube or search engine, optimization For article then leave us a question in the comment.

Let us know what you’re Thinking and Michael we’ll get back to you with an answer right there in the Comments, so thanks again for tuning in and we’ll see you next week, thanks for Reading, if you like what you just readed subscribe, then hit that Bell. You’ll be the first to be notified when new content goes live. After that you can Read more articles from slamming see we pick something we think you’ll love,

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