Youtube marketing for organizations: This is how you create a successful strategy (based on cases and examples)
Using Youtube for content marketing
What are the limitations of Youtube?
“A Youtube video remains an outgoing link to an external website – the Youtube website. Other social media platforms such as LinkedIn punish outgoing links in their algorithm. If you share a Youtube video, it is shown less often, as LinkedIn wants to keep the users on LinkedIn. For videos on your own website or a social media channel, Youtube videos are therefore less suitable and it is more convenient to use the video function of the platform itself.”
But how does the commercial part of Youtube work? How can you earn on Youtube?
“Youtube works with contracts, which you can get as a partnership. The Youtube strategy is to automatically place advertisements. If you have interesting content that a lot of people watch, Youtube will place ads. There are different types of advertisements. The highest-paid is a 10-second ad at the start of a video that the viewer cannot skip. The most popular is an ad that viewers can skip and where the Youtubers can decide for themselves at what time of the video the ad is placed – for example at the beginning, in the middle or at the very end. A Youtuber can decide for himself or herself whether or not a video is monetised and therefore contains advertisements.”
Coolblue has an entire Youtube channel filled with instructional videos, which make it easier for customers to use the products.
Increasing traffic with Youtube videos
SEO is about how you rank in Google, right? What does Youtube have to do with that?
“Youtube is the second most used search engine after Google. There are a lot of Youtube channels and Youtube videos; the database is huge and keeps growing. That is why Youtube’s function as a search engine has grown. Findability on Youtube is therefore also becoming increasingly important.”
How do you ensure that you as an organization can be found on Youtube?
“This often overlaps with how well you rank in Google. Execute proper keyword research in advance, in which you investigate which tags or keywords you want to be found and your target audience is looking for. But it is mainly about the content: good Youtube content is key. Strong content will make you easier to find.”
Do you have any advice in terms of copywriting or text?
“The description of the video must explain briefly and straight to the point what the video is about, so that viewers immediately know what the Youtube video is for them. Sometimes it is also useful to mention the target audience, so that people don’t waste time watching a video that was not made for them and that is of no use to them. You can also insert relevant links here like a link to the website, a particular product mentioned, or other relevant videos. These things don’t seem to be directly related to how well people can find you online, but as I said, good content and an optimal user experience are essential for your findability on Youtube. A good Youtube marketing strategy goes further than just ‘nice videos’.”
And what else can we do to optimize that user experience?
“The title and thumbnail of the Youtube video must look good, connect with the target audience and the goal, and really say something about the content. If we take the example of Coolblue again: if you read their titles and look at the cover image, you immediately know what it is about and what it will do for you. It’s informative and descriptive yet triggering. Visual content such as video content is gaining in popularity, especially among millennials. That’s why everything has to look good if you want to have a successful Youtube strategy.”
A successful Youtube marketing strategy
What types of videos work well on Youtube?
“Youtube videos that have a clear storyline or instructional videos work very well. Of course, this depends on your target audience, but most Youtube users are between 20 and 50 years old. A catchy story then really resonates, because then people can follow it well and there is a clear beginning, middle, and end. Entertainment videos work well for the older target audience. Which type of video you should choose also depends on your corporate image. What image do they want to convey? That should be the starting point for Youtube content creation.”
Can you give an example of a successful Youtube campaign that you have done?
“We think it is important that the creativity and reach of the influencer can be expressed in a campaign. It starts with a brand that has an idea to promote a product, in this case the Dutch beverage brand DubbelFrisss. Fantube now knows DubbelFrisss pretty well and knows exactly what fits the brand and what doesn’t. Fantube started looking for an influencer that really fit the brand and that has become Don de Jong & Celine Dept, en Michiel Callebaut. Because of the long-term cooperation that Fantube focuses on, the influencer feels much more connected to the brand. As a result, these influencers posted more content than was promised, which results in more awareness for the brand.”
Do you also have an example of a corporate customer?
“Yes, we did a Youtube influencer marketing campaign with the Dutch bank Rabobank. The aim of the campaign was to inspire young people, but it also had an educational aspect. We used storytelling because of the young target audience. Influencers were used to share fun stories with their large target audience. We thought it was important that the influencers really connected with the brand. The person who executes it must be truly familiar with it, otherwise the Youtube videos will not catch on and the Youtube marketing strategy will fail.”
As a VIXY customer, you can contact Fantube if you want to collaborate with influencers. For example, using influencers for a social media campaign via Youtube, Instagram, or Tiktok. Because of the personal connection that Fantube has with the influencers, you can be sure that the right match will be found. That broad network and the personal touch is what makes Fantube unique.