With the rising demand for video marketing, YouTube reported revenue and user growth in the first quarter of 2021. The platform now has 2.3 billion monthly active users and an advertising revenue of $6.8 billion. This is a 49% jump from its last quarter of 2020 report. YouTube’s reach is even higher than its total number of users. Its auto-play feature makes it even more powerful to tap into 2.85 billion Facebook users, 1.16 billion Instagrammers, 3.1 billion Messenger users, and 2 billion WhatsApp users. No wonder YouTube ranks as the second most popular search engine and second most popular social media platform.
Around 62% of brands and businesses use YouTube to upload video ads and content. 90% of people say that they discover a new product through YouTube videos. Yet, a lot of marketers get frustrated about their YouTube marketing results. Here are some of the most common mistakes YouTubers make and how to fix them.
Failure to Optimize Video Thumbnails
A digital marketing speaker Hong Kong notes that the most common mistake YouTubers make is the failure to optimize video thumbnails. A thumbnail is a smaller version of a full digital image. A video thumbnail is a still image that serves as a preview on YouTube videos. Like a book cover, it should be designed to entice viewers to click and watch the video. A great video thumbnail creates a professional look on YouTube videos. It also fulfills the expectations of video searchers. For example, when a searcher is looking for videos about how to create a Facebook ad and the thumbnail shows a screenshot of a Zoom call, they may not find it interesting and relevant to click and watch. Let your video thumbnails speak to your viewers. Giving them a relevant preview of their expected answers will let them click the link and watch your YouTube video.
Uploading Every Thing They Do
Another common mistake YouTubers make is uploading everything they do. While it is highly recommended to consistently post on Facebook and Instagram daily, people on YouTube consume video content differently. YouTubers need to be strategic about what to publish on their channel. They have more chances to get found by uploading videos twice a week. Better yet, make it once a week or once a month and stick to it. In this way, you can focus on making quality content to position yourself as a trusted source.
Uploading Promotional Videos Most of the Time
Another mistake that YouTubers commonly make is uploading promotional videos all the time. According to a social media agency Hong Kong, every brand and business should follow the 70-20-10 rule when posting content. Modern consumers don’t want brands that are too pushy or salesy. That is why every YouTube video must have a job to do. YouTubers should create educational videos 70% of the time. These should help the viewers learn how to solve their pain points and problems. Sharing videos on YouTube may not be a common practice. But YouTubers should once in a while do it. They can also credit and link other channels or co-YouTubers 20% of the time. This is to establish rapport among brands, creators, and the YouTube community. YouTubers should then be uploading only 10% of promotional videos. This is because most people go to YouTube for education and entertainment. By giving those values to your viewers, your YouTube channel will surely reap success.
Using Confusing Messages on Videos
It is somewhat easy for YouTubers to create a lot of individual videos that evolve on random topics. But one common mistake YouTubers make is uploading irrelevant videos that may not be helpful to your viewers. Subscribers of a YouTube channel expect to see videos relevant to the channel’s niche. But if they saw videos that do not fit, they can drive these channel subscribers away. The best way to create videos with consistent messaging is to consider the next logical question most viewers may ask after watching a video on your channel. Create videos that interest them based on the niche or topic of your YouTube channel.
Using Video Titles from an Expert’s Perspective
A video marketing agency Hong Kong has noted the importance of creating a headline or title on YouTube videos that relate to the viewers. Most YouTubers made the mistake of creating video titles from an expert’s perspective. Because of this, viewers avoid clicking the video link since they don’t understand the technical terms on the title. YouTubers should always have the audience in mind when creating video headlines or titles. Take into account how people make a search. Create titles similar to the languages they type on the search box. The easiest way to know this information is to share a poll via YouTube’s Community tab. Here, you can ask 1,000 subscribers about what they want to see on your YouTube channel. YouTubers can also observe relevant YouTube channels to identify the exact language that a particular group of audience use.
THE BOTTOM LINE
Translating YouTube success into business growth means creating video content that serves both the audience and the business. This strategy calls for consistency in video messaging and posting. At the same time, YouTubers should always think about their audience. They should educate and entertain them to lead them into conversions.