According to research done by Pew Research Center, a projection related to revenue generated by the platform stated to have generated an astounding $815 million in video marketing.
This just goes to show the potential YouTube has in video marketing. However, numerous organizations and businesses are also aware of this, leading to an incredibly competitive digital marketing landscape filled with thousands of different channels focused on marketing.
When being a part of such a densely populated platform, making great marketing videos is vital to set yourself apart from an ocean of different marketing channels targeting the same niche.
However, that is easier said than done. Luckily, we have developed a step-by-step guide for creating an exceptional marketing video to net you a considerable viewer count.
Step #1: Develop a Video Strategy
There are many approaches to creating a video, so many instances where videos may have the same purpose but would be entirely different.
There may be many distinctions between each video. Still, the one thing they have in common is the presence of an efficient video strategy planned before creating the marketing content.
However, many intricacies need to be addressed when formulating a video strategy for the marketing video to ensure that the resulting content is optimal for the platform and has the potential to get a lot of views.
Deciding on the Target Audience
This needs to be the first aspect of your strategy, which needs to be addressed, as it has a considerable influence over many elements of the script and the plot of the marketing video.
Before going forward with scriptwriting, you need to research your audience to determine which demographic has the potential to produce more profit, which you will be targeting in your videos.
Lock Down on a Niche
Many marketers have the misconception that restricting themselves to a specific niche will lead to a reduction in the potential viewership the marketing video is capable of generating. However, that is not the case.
On the contrary, it is much more beneficial to lock your YouTube marketing channel onto a specific niche and focus on that niche for the best results possible. This is because even though broadening the nature of your content and covering more than one niche will make you a jack of all trades, it will also make you a master of none.
This means that targeting multiple niches will prevent your marketing videos from gaining mastery over one specific niche, acting as a restriction to tap into its maximum potential, which would lead to your channel depreciating in viewers.
Step #2: Ensure That Your Video Is Visible on YouTube
There are often when, even though YouTube creators are making highly relevant and well-done marketing videos, they are not rewarded with an amount of views quality to the quality of content produced.
This is mainly because engaging content and great content creation are not all elements of a trending YouTube video. Search Engine Optimization, also known as SEO, is one of the cornerstones of content and video marketing due to its functionality.
No matter how unique the marketing video may be, it makes no difference if no one can discover it, and this is where SEO comes in. SEO comprises different techniques and methods that improve the likelihood of users and potential consumers stumbling upon your video.
If implemented correctly, the YouTube search algorithm places your video at the top of the search results, drastically increasing the chances of increasing the viewers on your video.
However, there is much more to this concept than meets the eye. Andrew Kan from the sensational YouTube SEO marketing tool, TubeBuddy said:
Many people spend time on broad terms with so much competition they’re never going to show up for,” he said. “If you show up on the race day, and you’re [not] a runner, and you’ve practiced once, you can’t expect to win. So by practicing, by understanding that being more specific helps you be more discoverable, it helps you win.”
How to Rank Your YouTube Video
Definitively speaking, YouTube rankings are referred to as the spot within the search engine at which your video is displayed. Although many factors tie into this, a majority of them can be traced back to the two main ways to increase your ranking on YouTube:
- Produce compelling content for the users.
- Implement techniques to make the video favorable for the search engine.
When trying to implement SEO into your content, it is strongly recommended to concentrate on a specific niche so that the video becomes more specific, increasing the likelihood of it appearing at the top of the search bar.
How it works is that if you focus on different subjects, you won’t be able to compete with other channels that are focusing on that specific topic due to that specific topic not being your primary focus, which will lead to a drop in ranking.
Step #3: Finding the Right Topic for Your Marketing Video
Once you have developed an efficient video strategy concerning the right audience to target and the niche you wish to target, now comes the time to focus on the content production and video marketing efforts related to the actual video, with the starting point being the idea behind it.
A lot of thought needs to be put into determining the premise behind the marketing video you are creating.
The initial idea and topics to be covered within your video are responsible for the foundation of the video, which is why they need to be relevant not only to the niche you are specializing in but according to your target audience and the nature of the product or service you are marketing as well.
The good news is that there are many marketing tools out there that you can take advantage of and utilize to find the right topic according to your video.
Often, the solution requires you to look at the root of the problem itself, and in this case, the search engine itself is an incredibly helpful tool you can use to find inspiration for your content.
An effective way to get an idea about the potential of a specific marketing video idea that you might have is to perform a YouTube search and analyze the results.
The search results are an incredibly powerful tool because a simple search provides you with much helpful information.
If there are many renditions of content with a similar idea that appear, this can be a sign of that topic being overused and saturated on the platform, indicating that it might be better to think of a different idea that has lesser results so that you can create a unique marketing video.
Besides narrowing down a productive idea for your video, the search bar is also helpful for keyword research. The autocomplete feature can greatly assist in providing you with appropriate keywords according to the idea related to the video you are producing.
Not only is feedback one of the best ways to find potential gaps in your content and improve them for more views, but they are also effective when it comes to gathering ideas for your marketing videos.
The video comments section is a great source of feedback, where viewers can provide their views and ideas concerning a specific video.
However, there are creative ways you can use this section to find some wonderful ideas for your video. To find an idea with a high probability of producing positive results, analyze comment sections on videos covered by your direct competitors.
There are many comments hidden in this section that provide feedback in the form of suggestions for YouTube ideas which you can capitalize on to create marketing videos that are sure to have a positive impact.
Step #4: Research the Type of the First YouTube Video You Will Make
This is different from the niche or idea that your YouTube video will be centered on, since the type to the structure behind the video, with examples of some of the best ones being tutorial-based marketing videos.
Even though there are many different categories of videos you can go for, such as product or service descriptions, relevant how-to manuals and tutorial videos have proven to be a great place to start.
Not only do these types of videos address a simple issue, making them the best starting point for any marketing channel, but a research study stated that out of 4,500 users, 87% of them emphasized the importance of YouTube as a training platform.
This means that a vast majority of users present on the platform use it primarily to view instructional videos they can learn from, making this type of marketing content beginner friendly when entering the video marketing landscape.
Video tutorials are especially useful for marketing channels starting on YouTube because they can provide potential consumers with a hands-on experience of the product or service while also being able to highlight its specifications and different features in a detailed manner for the best results.
Step #5: Set up the Video Recording Environment
Once you have made all the preparations mentioned above and have a solid foundation and direction for your marketing video, now comes the time to begin producing content that will go into the marketing video you create.
This involves completing tasks such as coming up with a script for your video and determining the visual content you will be using over the script.
No video is complete without a script, which should be the first step during this part of the process. Many marketers consider the script as the secondary factor of video recording, but that is not the case.
Creating a concise script or outline highlighting all the points you want to convey with your video is essential.
This is because it prevents you from deviating from the main topic while recording your video and provides you with a clear list of topics to be covered during the video.
Make Sure That the Recorded Environment Is Presentable
Before you hit that record button and start with your marketing video, it is important to ensure that the place where your content will be recorded is presentable and neat.
If the marketing video consists of footage of the product displayed on a desk, ensure it is not cluttered and neat.
The surface where your video will be recorded, and the equipment needs to be appropriate. The equipment you use to record footage being used in the video considerably impacts the video quality.
This is why it is strongly advised to invest in proper lighting and a high-definition webcam to record the video to get the best results.
Step #6: Video Editing
Now that you have successfully recorded your video, you might think it is ready to be uploaded, but one vital step still needs to be implemented: editing.
Video editing can be incredibly time-consuming and overwhelming, depending on the amount of footage you capture. However, some notable areas must be addressed during the editing process to get you started.
There are many instances where a marketing video that should be ten minutes long comprises hours of video footage, in which case, you need to remove some parts of the video that may be of poor quality or irrelevant. This is known as “trimming” the video and takes up a huge chunk of the editing process.
The video needs to be as seamless as possible, especially when moving on from one scene to the next, and the best way to do so is through the use of transitions.
Not only does it help with moving on from one scene to the next, but it also adds a layer of professionalism and finishing to the end product.
According to Statista, YouTube has generated approximately $29 billion in advertising revenue.
This goes to show that producing a video to promote your product or service is considered one of the most lucrative forms of marketing. However, the video marketing landscape has become incredibly competitive.
There are millions of different marketing channels, resulting in a highly competitive market no matter the nature of your product, making it very easy for your video to get lost in the sea of YouTube content.
However, following this step-by-step guide from beginning to end is a great way to create a unique and original marketing video that will get views in no time.
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Jim Webster is the founder and CEO of iDevAffiliate, Inc. As one of the original developers of iDevAffiliate, he has been involved in the affiliate/influencer industry since the late ’90s. Yes, just about 25 years now! He still maintains an active role in the development, support and management of the iDevAffiliate platform and continues to contribute to the industry via tradeshows, affiliate conferences, speaking engagements, etc.
As an editor and author for our blog, Jim hopes to educate and advise people with more in-depth information & guidance on creating, building and managing profitable affiliate tracking programs.
Jim and his wife Robyn reside in Southern California and enjoy mountain bike riding, snowboarding and relaxing on the beach.