There are a lot of implications when it comes to starting a YouTube channel. YouTube is used for a variety of reasons, and when it comes to business, you want to make sure that you check a few boxes and set your channel up for success from the beginning. More and more, people are opting to watch the news rather than read it. They would rather watch TV than read a book or even watch an adventure movie rather than go on a journey. Of course, this is a generalization and not true for everyone, but you can’t deny that watching is easier than reading - or even doing. You can convey a message easily when you spell it out for your audience, and if done well, you capture and keep their attention just long enough to deliver your message.
Reasons to Maintain a YouTube Channel
Commercials. Having “commercials” of different lengths can do a variety of things. It can “hook” your target in order to get them to watch more videos and learn more about your business. They can be used as mini-advertisements with a call to action. They can be longer and more informative, usually watched or seen in succession to further lead your viewer down a path of getting to know your brand.
Education or Instructional. I frequently watch how-to videos on topics like gardening or beekeeping, my favorite hobbies. While watching, I will be shown related commercial videos before moving on to the next related video. Creating an educational channel can do wonders for your brand. It builds trust and keeps the attention of your audience for a longer period of time. We’ve all gone down the YouTube rabbit hole from time to time, and we come away with more knowledge than we probably signed up for originally.
Entertainment. Entertainment also has an ulterior motive. For instance, your child may ask you to allow them to watch YouTube videos where other children - or even adults - are playing with toys, unwrapping them, talking about how great they are, etc. In my experience, this only leads to your child suddenly wanting or having to have whatever toy they were shown how to play with. It’s silly, but it’s effective.
Sometimes an old show can be hard to find, but you can find it on YouTube. More power to you, but I can guarantee there is a purpose to this as well, and it all has to do with advertising.
Generate Revenue. Toy videos, how-tos, and even personal experience videos can all be used to generate revenue. If your channel is up for a while and generates a certain number of views, you may be eligible to accept advertisers on your channel, making you some money. Video ads or commercials themselves can also be used to generate income through the ads themselves, prompting an action which will lead to a purchase.
How to Set up a YouTube Channel
First, you should make sure that your profile image is a simple, but recognizable version of your logo for consistency. You don’t want a visitor to think that maybe this is the same business. You want it to be obvious. Then you want to have a cover image that is sized appropriately for the YouTube channel, and that no part of your image is cut off because it is the wrong size. (This is true for any social media company page.)
While setting up a YouTube channel may sound simple, many clients prefer that we do that for you in order to ensure consistent branding. You can add any information you like, but it needs to be original content, meaning that you have produced this video yourself or with the help of a professional in order for it to be high quality and watchable. Videos shot on a wobbly iPhone will not come across as well as video shot by someone who professionally does this work. If you are serious about being taken seriously, this is route I would advise.
Once a consumer is educated on a topic, they are lead down a path of experience with the express purpose of driving revenue. While that may be your ultimate goal, keep in mind that quality content wins over quantity content. If you want your audience to trust you, create valuable, educational content and lead them to a decision to engage with your business, and you will more likely have a client or customer for life, rather than a one-time customer who may not be the best qualified lead.