YouTube and Video Marketing

Lesson 1: Video Marketing Strategy

Lesson Overview

Video can give your business a very powerful way of communicating with your
audience, whatever stage of the buying cycle they are in. YouTube is the second-
best social media channel after Facebook. It’s no surprise then that video is one
of the most important components of your digital marketing strategy.

Objectives and Learning Outcomes

By the end of this lesson, you will be able to:

● Explain the role of video in your marketing strategy

● Identify the different types of videos people watch

● Optimize your videos for YouTube and for search

● Create videos with the right duration

● Explain how to schedule and enhance your videos

Key Takeaways

Introduction to Video Marketing

● YouTube is proof that video is one of the most important marketing
instruments that businesses can use to connect.

● YouTube should definitely be part of your digital marketing strategy as it is

the second biggest social network.

● Facebook and Instagram are increasingly focusing on video.

Crafting Your Video Marketing Strategy

● Creating your video marketing strategy consists of several steps:

1. Create the types of videos your customers watch most.

2. Optimize your videos for search.

 3. Promote your videos through organic and paid media.

4. Schedule your videos.

5. Enhance your video content with social media.

6. Measure your videos against your metrics and objectives.

● There are some other important areas you need to focus on when you are
developing your video marketing strategy.

o Goals: Determine the objective of your video campaigns.

o Metrics: Set SMART (specific, measurable, acceptable, realistic and

time-bound) video objectives for views, subscribers, conversions,
and so on.

o Customer Journey: Prioritize your objectives as per the customer

buying cycle.

o Personas: Add video-related details to your target audience’s

personas.

o Video Platforms: Research all platforms other than YouTube.

o Market Research: Check if competitors are posting videos or losing

opportunities.

Making Videos People Want to Watch

● The Top 10 Most Popular Types of Videos on YouTube:

o Unboxing videos

o Educational videos

o Favorites or best of videos

o Tag or challenge videos

o Haul videos

o Comedy or skit videos

o Gaming videos

o Vlogs

o How-to videos

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 o Product review videos

● The 7 Most Popular Types of Videos for B2B:

o Explainer videos

o Customer testimonials

o Thought-leadership

o Case study videos

o How-to videos

o Culture videos

o Trending topic videos

Optimum Length for Videos

● Instagram: 30 Seconds

o According to HubSpot, videos that receive the most comments are

26 seconds long.

o Keep your videos brief to meet customer expectations.

● Facebook: 1 minute

o HubSpot sees that Facebook audiences engage most with videos

that are 1 minute long.

o Keep your videos snappy so people can like quickly before they
scroll down to the next post on their timeline.

● Twitter: 45 seconds

o HubSpot’s twitter videos with most engagement averages 43

seconds.

o Twitter users like short and to-the-point updates. This applies to

your videos as well.

● YouTube: 2 minutes

o HubSpot’s most successful YouTube videos have a duration of 2

minutes.

o YouTube users are prepared to watch longer videos because

they're motivated by a purpose.

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Optimizing Your Videos
● Steps to Optimize Your Videos:
o Do your keyword research
o Create amazing videos
o Optimize videos for YouTube search
o Optimize videos for Google Search
o Build authority with your YouTube Channel
o Promote your videos

Creating a Content Plan

● Your target audience: Discover what your target audience is searching for
on YouTube and create content that clearly answers their queries.
● Recurring Episodes: Create recurring episodes to induce viewers to keep
returning to see more.
● Tent-pole events: Identify tent-pole events for your audience and schedule
content around them throughout the year.
● Channel Calendar: Build a channel calendar to map your content strategy
for the year.