YouTube as a search engine
Did you know… YouTube is (after Google itself) the largest search engine in the world. Whether tutorials, videos for beginners or experts but also Talks and Follow Me Around videos. Mankind informs itself on YouTube. Accordingly, you need to plan your content.
Below, we will further inform you about the process of a YouTube strategy.
You want to start YouTube Marketing now? We advise you: Contact
Competitive analysis and definition of objectives
Competitive analysis doesn’t just play a key role in YouTube marketing, analysis and looking at the competition is a key part of a marketing strategy.
In particular, the lessons that can be learned from the mistakes but also from the successes of others is of great value for your own channel. Some are lucky, there are only a few competing offers. In other industries, for example, the topic of beauty, or even fashion, the competition is very large, especially by thousands of bloggers who publish content for free. By getting to know the channels of competitors, as well as bloggers and brands, gaps can be found that can be filled with your own content. The more precise the niche is, of course, in simultaneous flow with sufficient reach, the easier it will be to achieve a good placement on YouTube. Regularity also plays a big role. This is precisely why it is especially important with competitors to look at the quantity and frequency of releases. A very simple strategy for YouTube would be, for example:
- Make content 10% longer
- Publish 10% more frequently
Such simple goals and much more complex goals are set based on the analysis of the own company but also the competition. Goals are divided into different priorities, community building and regular publications are at the top. The goals are then packed into concrete work plans, e.g. in the editorial plan but also in the production plan.
YouTube strategy includes not only the own channel, as well as the publications, but of course also the content production. For video productions, the better the planning, the lower the effort. For video productions, not only the content must be planned very precisely, often different parts are produced in one day. This planning of film and production requires a lot of experience. Experience is needed in pre-production, but also in post-production of the videos. The organization goes from the video content, to the video equipment, to the post-production of the videos. Post-production does not only include editing, but also animations (from animated GIFs to special effects), banners with names, logos as watermarks, objects, graphics and videos in the video.
Competitive analysis and goals summarized:
- By looking at the competition, you can see many mistakes and successes that you can use for your own channel
- If you keep an eye on the competition, you can discover gaps in the industry
- If you look at the regularity of your competitors’ posts, you can quickly develop a strategy aimed at more content
Thanks to the defined goals and strategy, the videos are now published regularly based on the editorial schedule, e.g. every Sunday at 5 pm. On Monday, all comments are then immediately answered by social media managers. The perfect system for your videos and YouTube marketing!
After the goals, strategy and content production, it then comes down to video optimization.
Optimize your own YouTube channel
Why should you optimize YouTube videos? YouTube belongs to Google and with Google you surely already apply the term search engine. With Google in particular even in the largest search engine in the world. YouTube belongs to Google and also YouTube uses an on-page search to find videos. This search algorithm is very important for companies and also utilities because it decides which videos appear on top and which do not. As you can see from this heatmap, when it comes to search engines, everything is focused on the top rankings. It’s the same with Google. Here, too, the videos at number one are clicked over 90%.
Optimize your own videos – YouTube SEO
YouTube videos can be optimized based on various parameters.
Title, tags and descriptions with keywords
Among the most important are the classic parameters for search engine optimization. This includes of course the title of the YouTube video, the tags, which means keywords. The description of the video plays a big part in search engine optimization, but also in the topic of call-to-action. Call-to-action means actively directing users to take an action. For example:
- “Subscribe to the newsletter now!”
- “Only 100 in the shop, buy yours now!”
- “Click here to get the discount code!”
Good headline, bad headline – example
But back to the topic of search engine optimization, titles and descriptions. Good titles look like this, for example:
- Good – “Search engine optimization e-commerce: tips and tricks”.
- Focus Keyword: Search Engine Optimization
- Secondary keywords: e-commerce, tips, trips
For example, a bad title would look like this:
- Bad – “How to improve your site”
- Focus Keyword: none
- Secondary keywords: none
However, the optimization does not start with the title and description, but already starts with the conception of the video or the various contents. Because of course YouTube has very powerful software programs in the background, which not only evaluate the images in the YouTube videos, but of course also the spoken content. YouTube can therefore determine very precisely which topics may be addressed in a particular video and which may not. YouTube even provides the description (speech-in-text) free of charge; it can be used, for example, to provide your own YouTube video with subtitles. We will talk about this in detail later!
Optimization comes in the form of copy and content and form of visual optimizations. If the thumbnail of a video is well designed and conversion optimized, then the click-through rate increases and with it the reach. As a result, the YouTube video is viewed more often, liked more often, and of course, commented on more often. This in turn causes the YouTube video to rise in the algorithm and this leads to a further increase in reach.
Let’s summarize the individual areas of video optimization once again:
- Optimization of the texts, here it is about title, keywords and description of the videos
- Optimization of the content of the video, in advance
- Optimizing visuals, from thumbnail to header image to animations in the video, to keep users as long as possible.
- Tip. Short URL instead of long links
Tag content: logo placement in video
If you are caught up in a YouTube video and watch it for over 4.5 ,or even ten minutes, you should of course be constantly confronted with your own brand. Just like a good commercial, for example. There the brand name is constantly mentioned, or at least constantly shown, in the form of logo etc.. It’s the same with YouTube videos, of course.
Therefore, one should always make sure that the elaborately created content is later also marked with logos. This marking helps on the one hand that the user is constantly reminded of the own brand, but also when YouTube videos are embedded.
The better a YouTube video is, i.e. the more content it offers, the more competition it attracts, the higher the chance of virality. Virality is possible, for example, by embedding videos. For example, if you make a video on the topic of search engine optimization, this has become very good, Internet blogs, but also accounts on other social networks adopt the video and share it, or embed it. The video then appears, for example, in blog posts on the topic of search engine optimization, as a further source of information. Finally, we all know, pictures say more than a thousand words! If the videos are now embedded in other media, the own brand presence is of course quickly gone. But if the logo is constantly present in the video, whether as a full logo, or only as a watermark, the readers of the other medium also have your brand constantly in mind.
Building an active community and call-to-action
The big crux of any social media strategy is building an active community.
Especially for a company it is difficult to create an active community, because in the end the users know that it is about selling products. Therefore, you have to act differently on social media than in traditional advertising. Here it’s about really giving the user an added value! Why should someone follow us? You have to create incentives for your video marketing, moments, information or highlights that make the user understand that it is worth following your YouTube channel. That’s why the competitive analysis was a central part of the strategy. Because here you can see exactly which formats and content there are already enough and where you can describe new ways on YouTube with your company or your brand.
This value-added content is the first step to achieving reach, to being able to build a community in the first place.
The second step is the active interaction, the constant engagement between you as a company and your target group or your direct followers. In this interaction also lies the great secret of influencers. They see their fans not just as buyers, but as a community. We’re sharing, I’m taking you with me! In simply explained, this is exactly the strategy you need to consider in your community management on YouTube as well.
Respond to comments, in principle, answer every comment, as long as it is possible. If someone leaves a comment, like it. But you should also be active on other social media channels, crossmedia is the keyword here. Additionally, don’t just think about your own social media channels, especially YouTube. Of course, you should also interact with other YouTube channels. For example, you can gain new attention for yourself by commenting on other videos, in a male themed area, and thus build additional reach on YouTube. These and many other methods and strategies will ensure that if you use them regularly and interact with them on an ongoing basis, you will build a truly active community. However, you need to set the tone! Only when you are active, your users will be active and react to your actions.
Increase the focus on your call-to-action
As soon as you have published your first YouTube videos and built up your first small community, the traffic can be redirected. Whether it’s to your own online store, to affiliate products, or even to other social media channels like Instagram and Facebook. The big magic word here is call-to-action.
This word is used to describe the focus on the ultimate goal and on the clear and unmistakable message towards the followers. If you want to sell concert tickets, you should point out that you can pre-order tickets now! This should of course be followed immediately by the corresponding link to the ticket online shop.
With the social media concept for YouTube, this link building can be done extremely well. On the one hand, YouTube itself belongs to Google, the largest search engine in the world, which of course evaluates links on YouTube differently than, for example, things on Facebook. For another, it is possible to put links at all, on Instagram you can not do this in the Instagram feed. Also on TikTok, placing links is currently not possible. Therefore, you should also use YouTube for your link building! However, the call-to-action is important, as a constant offer, whether it’s for the online shop, newsletter sign-up, or ticket sales for concerts. Point your users to the offer and give them the opportunity to switch directly to the offer.
Placing links can also simplify processes in monitors. You can, for example, monitor the link flow of each individual video, or also specifically the traffic that arises through the purchase of influencers with sponsored postings. Monitoring helps to constantly optimize videos and your own YouTube channel.
Subtitles for accessible interaction
Did you know? YouTube is actually capable of audiovisually examining every single video. Image content is checked, sorted and evaluated, as well as all audio tracks that are analyzed and also reproduced in text. This recording can even be viewed and actively used. E.g. for the creation of subtitles. These help two different user groups. On the one hand, the normal user who can not turn on the sound, for example, in the subway, at the university, or at work, on the other hand, it helps deaf people who can follow the video content quickly and easily.
- Subtitles bring advantages in situations where users cannot turn on the sound
- Subtitles bring advantages in accessibility, deaf people can also follow videos
Adding subtitles doesn’t just help these two groups of users, though. Watch a YouTube video with subtitles yourself. Even though you understand the text exactly, you’ll be constantly re-reading along. This increases interaction by keeping your eye present on the video. Another advantage, the subtitles can be changed to different languages. So even Chinese viewers, or French viewers can understand English video content, even if you are not completely fluent in the language.
Video Producer: Efficient Video Production
In the field of video production, one can make many mistakes as a video producer. Experience is therefore very important when it comes to organizing such video productions. Because it is not only about the previously mentioned content, but also about the coordination of an entire team. Depending on the complexity of the content, it needs a YouTuber, possibly assistance, a photo studio, for ladies, also often for men, a make-up artist. In addition, there is the entire equipment and the equipment.
Of course, a video production for YouTube is not as flashy as a TV movie production, but it still needs the right equipment and of course the right software for video editing. Video editing is also a time-consuming process. The better the planning is agreed upon in advance with you as the client, the smoother the process and the faster the films and videos will be ready for publication. Coordinated video production is especially important when the editorial schedule calls for regular publication. This is the only way to ensure the regular and, above all, punctual release of new video content.
There is a lot to consider when it comes to YouTube marketing and video marketing, which is why it is advisable to have the right YouTube agency as a partner.
As you can see, YouTube marketing is a complex structure of content, goals, strategies, optimization, monitoring and of course the entire content production behind the videos. We haven’t discussed YouTube Ads yet. YouTube ads are extremely effective because very few resort to them. You can place yourself specifically in front of competitors, or even bloggers who target your exact audience.
We help you with all these topics as a YouTube marketing agency. Concept, strategy, production, all from one source! Get in touch with us, via email, or on the phone. We are looking forward to your project.
You want to start YouTube Marketing now? We advise you: Contact
Many of our clients have been asking us more and more over the last two or three years, how does influencer marketing actually work?
KPI (key performance indicator) – CPC (click price) & Co.
Influencer marketing is becoming more and more relevant as there are channels that reach target groups extremely precisely, e.g. for a specific topic like “real estate” or “perfume”. If these channels reach 500,000 people or even a million people who are interested in a certain topic because they have followed the channel independently, this is a great placement opportunity. Let’s calculate the click prices, e.g. through search engine optimization, and put them into perspective.
Calculation of the CPC
Through search engine advertising:
- Click price “perfume” at 63 cents, 10,000 online shop visitors cost accordingly 6,300 €.
- CPC (click price): 63.0 cents
- YouTube video for 10.000 €, 14.000 online shop visitors
- CPC: 71.4 cents
Formula for the CPC
CPC = Cost / Visitor
Accordingly, we need 12% more budget for our influencer campaign. Theoretically, we would now of course stay with our SEO campaign. Because to the pure advertising costs, come the additional organizational costs. With a good SEO campaign, there is hardly any effort.
Even more relevant in the end are of course the sales. If you put these two values against each other, you can quickly see which campaign was more effective for you in the end – just like with the CPC price. Based on this, you can now make a decision. However, when it comes to influencer marketing, we still need to emphasize that it’s not just the pure click price but also the positive brand image. Through the image transfer from the influencer with all its positive facets that he or she has for his community, their brand also benefits. That’s why some clients no longer book models for photo shoots, but rather directly book influencers. Double added value! Therefore, remember that with influencer marketing, you directly get the positive image of the blogger on top.
Contacting influencers, planning as well as analyses but also calculations, for all these tasks you need the right partner, the right YouTube agency. If you want to take the first step, we are looking forward to your inquiry via email or phone.
Content Agency: Video Production
Many are looking for YouTube management. If you want to leave the work completely out of your hands, so that you can fully concentrate on the actual core business, you need an equally reliable partner. For the creation of the content, the consultation with you and your employees, the editorial plans but also direct customer feedback and of course optimization and improvement suggestions for your own YouTube channel. For this you need the right management.
We specialize in creating photo and video productions as well as social media management. With an extremely young team, on average 23 years old, we are active on all platforms with relevance. With expertise from our lectures and technical advancements, we show ways to make social media marketing work on YouTube. Once all details and project requirements are clarified, it’s time for content production!
As a content agency, especially for photo and video productions, we have already experienced a lot! Large photo studios, cold days in Berlin with outdoor shooting, new collections, interesting designers, trips that remain forever in memory, we find the right concept for every customer, certainly for you! From explanatory videos for veneers, Invisalign and high-quality dental technologies to absolute youth and trend topics, of course also fashion & high fashion! Even in the topic of construction, heating plumbing but also insurance we already had creative concepts, as well as influencer and blogger events. In the end, it’s always about bringing added value to our community.
- Can you learn something new with us?
- Can you learn something new with us?
- Do you see anything spectacular at our place?
- Are we relevant for any other reason? Keywords like well-known beverage companies, sports brands, fashion brands,…
Through informative or entertaining videos and especially through regular publications we can expand our community. Especially the regularity of the publications on YouTube plays a big role also for the algorithm of the search engine.
Editorial plan and conception for video / video marketing
Here first a big exclamation point in place, video & video marketing. Should you be marketing on YouTube, get your marketing concept into the story right at the start. A small best practice example, for the installation of high-quality design fittings, which they can use for example in the bathroom or in the kitchen, book a young brand ambassador or a young person from YouTube, who knows the matter. With this person, targeted videos are then produced, based on a story and a precise editorial plan. The videos can be produced, for example, directly within a week, the publication then takes place over two months. In between, videos with a current time reference are planned and inserted at individual points.
Best Practice: YouTube Video Creation for Companies
The task of our YouTuber is now to show the installation of the wonderful and high-quality design fitting. Every year 100,000 people move into a new apartment, another 100,000 people renovate their house or apartment. In addition, there are the people who only want to repair their faucet. The others only want to beautify their sink or bathroom. So every day, another 10,000 people are looking for tips, help and explanations on the subject of bathroom fittings. If we are the first large company to place content here, or if we are one of the first to plan and design, keyword search engine optimization for YouTube, we can pick up an extremely large number of clicks.
But it’s not always that simple! Just think about the topic of fashion, because in every city center there are numerous shops. On the Internet it is no different, but exactly the fashion industry is also the one that invests in young networks. That’s why there is very big competition here, so big that you even go into fashion trends of a single month to still generate enough traffic, if the brand does not already have a great name recognition.
The conception of a social media strategy for YouTube is therefore very much dependent on which company you work for. Depending on whether it is, for example, real estate and bathroom fittings or trendy topics such as fashion and travel. We advise you for both sides and both strategies!
Those who have created content can now think about targeted promotion. For more reach, a larger community, more clicks and more sales.
The distribution of videos has increased extremely through YouTube, the new bandwidths and technologies. So extreme that viral trends are created overnight. What used to be designed with the help of complex marketing campaigns, today two smartphones, a smart idea and a little advertising budget are enough for YouTube Ads. YouTube Ads are paid advertisements on YouTube, such as suggested videos. In addition, there are new methods and strategies such as influencer marketing.
Case Study: Youtube and TikTok
We don’t just think in terms of a network – cross-media content creates brand awareness. Here, in addition to the YouTube channel, we reached a younger target group (12-17 years) on TikTok and thus supported the client’s channel in its development.
Tip. Read more about TikTok Marketing here.
Tools and strategy
The targeted promotion through brand advocates or multipliers. You see, YouTube is a world of its own! Our social media and YouTube agency can help you through the jungle. What tools do we need for good performance? Which content of the videos, keyword social media content, reaches our target group? Through which statistics and studies do we gain knowledge about our target groups and their behavior?
We answer all these questions and much more as competent advisors and companions.
If you have any questions about YouTube marketing, please contact us. We look forward to your inquiry and project with framework data via e-mail.
Marketing on YouTube has many facets to offer. From the right social media content for your own YouTube channel and the previous customers, which you can additionally bind on the web. Various marketing strategies such as advertisements but also the targeted blogger relations are gaining value for more and more companies or for their products and services.
Here you can see the proportion of Internet users surveyed who use YouTube, by age group in Germany in the year.
You can find more statistics at Statista
Content creation with influencers
YouTube is definitely the most challenging when it comes to content creation compared to the other social networks. While on Instagram you can work with small stories every day, which are short videos that show everyday life, on YouTube you usually only publish once a week, maybe twice.
The videos are not only a few seconds long but up to 10 minutes. The content must be planned accordingly, since a high proportion of speech is given. Accordingly, the respective hosts of the YouTube channel must also have talent for moderation. The more informative and factual the content, the less spectacular a YouTube video can be. The less involvement there is, the fewer interlocutors, the more the host must be convincing. The higher the voice content in YouTube videos, the more likely they are to be successful. YouTube is less concerned with short-term entertainment, at least in the new information age, and more concerned with longer-term viewers who might take two or ten minutes to watch.
Other social networks are often consumed much faster. Tip. Read more about social media usage.
Advertising and paid reach
Paid reach defines the targeted distribution of videos to specific people in a target group for our predetermined budget. Especially for channels that have just started, it is worth thinking about paid reach and advertising. Because, videos are relatively expensive to produce. If they don’t have any followers at the beginning, meaning people who follow you, your video will only reach a few people. Of course, you don’t want that, so it’s worth thinking about advertising!
How much does advertising on YouTube cost? As a rule, you can roughly orientate yourself on the fact that the impression and click prices do not differ significantly from the values of, for example, Google AdWords. That is, they not only create landing pages for search engines like Google but also individual landing pages for their YouTube visitors & clicks.
Why do landing pages differ?
Usability is one of the big keywords, especially in online marketing. The better our online offer is optimized for our target group, the more success it will have. A very simple example would be the following, our offer addresses a special niche audience. Let’s take solar systems as a best practice example. From our target group analysis we know that usually only house builders (target group 1) will deal with this topic who will soon invest in their own new building, target group number 2 are existing houses that are to be converted and target group number 3 are craftsmen and tradesmen who want to find out about technical innovations or other products.
What does the finished YouTube video look like?
We can base our conception on the editorial plan and conception already mentioned. We look for a sympathetic young craftsman who explains the use and application of solar systems. These videos will be worked through in a structured way, from the basics to specialised knowledge. The videos are produced as a result, in three consecutive days, on one location. In the video we always point out that all parts can also be purchased in the online shop. Of course, the online shop is also linked in our description. So users have the possibility to go directly to our online shop and order the product of their desire. Now they are on our landing page.
The target audience on YouTube tends to be younger, they come from a platform where they just got a lot of entertainment, so our landing page is accordingly more visually colorful than the serious, informative landing page we show our search engine visitors. Why? We assume through our target group analysis that the visitors and from the search engines, will tend to be older. Of course, we could also influence this by splitting the individual advertising campaign but that would go too deep now! The important thing is that through our activities on YouTube, we were able to attract users to our online offers in order to convert them into newsletter recipients, new customers, maybe even new brand fans.
You want to educate your company and your employees about YouTube and YouTube Marketing? Here are our tips for books and our own workshops for your employees.
YouTube Marketing Book
Want to learn even more about YouTube marketing? With the right YouTube marketing book, it’s not that hard to get an overview of the current situation. The only important thing is, in social media marketing the world is changing very fast, so you should always refer to up-to-date books. To make sure you have the best YouTuber marketing books right at your fingertips, here’s our recommended list for you. The best books on YouTube marketing: YouTube Marketing Book Recommendation.
Lectures and trainings with Social Media One
Book our experts and consultants for further education or training in your company. We design individual packages that are tailored exactly to your needs. So you don’t have useless definitions but direct, practical knowledge in your company. More under further education.
Swipe left, swipe right, next photo, new video, new photo, new video. Unlike Facebook, Instagram and Co. YouTube pays attention to the longevity of its media, so the work is worth it, because potential links are still available in the video description years later, keyword backlinks.
You see, even at the tip of the iceberg, YouTube can get complex. That’s why it’s worth having an experienced YouTube agency with references and recommendations to help you establish your channel.
Speaker: Workshop Live in Berlin
Read more about Social Media Speaker here. Press or media request? We are happy to provide you with many other references such as Deutschlandfunk, Pro7, Sat1 and RTL on request. Read more about press and media here.
Youtube Agency – Fullservice
Our services at a glance:
- Conception from the definition of goals to the analysis of the competition
- YouTube channel management from setup to graphic design and technical optimization
- YouTube video creation from video production to optimized upload and texts (YouTube SEO)
- YouTube campaigns, advertising, campaign management and increase of reach / followers
- Influencer collaboration for authentic brand advocates and content
- YouTube SEO as focus, from keywords of the video to file names to description and linking
- Analysis and reporting of key figures and targets
We are looking forward to your projects:
You want to start YouTube Marketing now? We advise you: Contact
Our social media agency
Our social media agency at a glance:
Idea, advice and strategy: Contact.