A great deal of time and effort is invested in building your brand's reputation, and your videos need to extend that effort. Utilize the trust you've established around your brand by employing it in your videos - giving people reason to watch them. This post provides a few tips to make this brand and video Ying and Yang easy.
To YouTube or Not to YouTube?
There are a lot of places to publish your videos online. The most popular being YouTube and Vimeo; how do you decide which is right for your association? Ideally, you publish your video in as many places as you can, and certainly in all of the places identified in yourSocial Networking Strategy document. The reality is most of us don't have the time to publish a video all over the 'net – and you may find yourself picking between YouTube and Vimeo to get started. Here's a couple key facts from a 2011 study to help you in that decision:
- YouTube is the world's second largest search engine.
- The ratio of YouTube to Vimeo videos in Google (the world’s largest search engine) results in 86 to 1.
In other words, if you have to pick one place to publish your videos – YouTube wins our vote.
"Channel" Your Creativity
YouTube channels make promotion easier. Channels allow for users to subscribe to collections of videos; when you publish a new one, your subscribers are sent a notification.
It's All in the Name.
If you're a farmer, you're not going to title your weekly farmer's market, "The Weekend Car Show". Why? Well apart from how dull the title of the event sounds, you'd obviously have people showing up to your farmer's market expecting to see cars. Don't confuse people. Make sure your message is loud and clear. Use the same rule of thumb and logic when you're deciding on a name for your YouTube Channel.
Repeat, Repeat, Repeat. Oh, and did We Mention, Repeat?
No, we're not talking about putting your video on repeat to create some sort of hypnotic effect for the viewer. What we're talking about here is consistency. And how do you create this? By making sure you cover your bases:
- Watermarking: Watermarking is essentially including a static logo on your video - incorporating one allows viewers to more easily identify where the content is coming from & pre-establishes a voice of trust if they're already familiar with your association.
- Colours: When you're selecting colours to brand your channel, align them with your association's logo colours or website. Say you see someone across the street carrying a red soda can with white writing on it. You don't have to be able to read it to know what it is. You want to create this same sort of linkage with your logo.
- Tone: Whether you're creating your video's script or writing a description, make sure that the voice of the content remains the same - and at the same time consider your audience. If your audience is primarily 70 year olds, you're not going to write in 1337 speak (leetspeak) - this would isolate your target audience.
- Descriptions: The first line in your YouTube video description is prime real estate. The viewer sees this content easily because it is above the fold (ie. you don't have to expand any sort of menu or description to see it). Consider placing your association's website URL here or a URL which you want the viewers to visit for more information (such as a campaign's website).
Now that we've covered some of the main points on branding your YouTube video you're ready to go out and promote your own. Don't forget to keep in mind that branding is more than just a logo!