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How to Market on YouTube Like the Top Brands

Posted by Jon Anderson on Jun 20, 2016 12:30:00 PM

YouTube is massive. Acquired by Google in 2006, the humble video platform has grown to be one the largest search engines in the world, second only to Google. As you might expect, there are many top brands leveraging this social media marketing powerhouse. But, if you thought marketing on YouTube was all about big budgets, you would be wrong.


A whopping *17% of all internet traffic flows through YouTube. Every month, more than 6-billion hours of video is watched on hundreds of millions of different devices. YouTube users have an insatiable appetite for content.

With that in mind, there is little doubt as to the advantages of having a business presence on the YouTube platform. Many of the world’s top brands are already enjoying the fruits of success that comes from effective marketing on the world’s number two search engine. Much inspiration and marketing direction can be had from these brands.


Consistently Create Great Content


A common theme of marketing  on social media and the rest of the web for that matter is to create great content. One or two pieces of outstanding content are not enough, though. The digital world rewards consistency. And so it is with YouTube, where the most successful brands post *50% more videos per channel than the least successful brands.

Marketing on YouTube is less about how much money you have in the budget and more about how much your content resonates with the audience. Figuring out what your audience likes might be the most difficult aspect of YouTube marketing, but once you understand their needs, you should create high volumes of the content they want on a regular schedule.

If you hope to achieve the success of top brands such as Puma, Prudential, and Wells Fargo, you have to consistently produce strong content. Some of the top brands publish around 78 videos monthly. That shows the focus corporate America has placed on the importance of consistently producing strong video content.


Pay attention to video optimization


More than 300-hours of video is uploaded to YouTube every minute. That is a lot of content! Much of that content, however, languishes in the recess of the platform never to be found. Why? Because the publishers didn’t pay attention to video optimization. As a result, their content was not made visible to YouTube users.

Like Google Search, discoverability on YouTube is key. You need to find the right “video keywords.” Utilize these keywords within your video’s file name, titles, and description. You also need to add tags to help Google and YouTube learn what your video is all about and rank it appropriately.

Other video ranking factors include the number of views it receives, how many “thumbs up” the video gets, and how many comments: All of which depend on the publishing of content that resonates with your audience.


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It’s Not All About High-Class Production


One of the primary challenges for agents thinking about marketing on YouTube is that they do not have the resources to create a big budget production. Simply put, that should not be a concern. Some of the most successful videos on YouTube were recorded using nothing more than a smartphone.

Highly produced videos are good if you have the budget and capability, but lesser quality video works well, too. As alluded to earlier, the main focus should be on creating content that resonates with your consumers.

If the content is good, production quality becomes less of an issue. Video production quality should never come at the expense of content quality.


Use One piece of Content Multiple Ways


Your video marketing strategy should not be restricted to YouTube alone. The most successful brands have strategies that integrate their online video marketing efforts with their traditional, offline marketing. YouTube makes it easy to share your videos across multiple social media channels and the web.

That means the content you produce for your audience on YouTube can be used as content for your Facebook, Twitter, and LinkedIn channels. Furthermore, that very same content can be published on your agency’s website.

Unlike, say, a blog post, YouTube videos can be shared and published all over the web without the risk of being hit with duplicate content penalties.


Applying Consistent Branding Pays Off


In line with video optimization, you need to pay attention to your brand’s consistency. It is essential to integrate an appropriate level of branding within your videos. The reason for that becomes more apparent when you consider the fact that your video is likely to be used outside of the context of your YouTube channel.

If proper branding is not exercised, you may miss out on a great deal of exposure when other users embed your videos into their website, for example.

Apply branding within your videos as well as titles, tags, and video descriptions.  Video branding should be subtle but noticeable so as not to risk over-branding--something which could limit online sharing.  Everything you do in production should revolve around driving “engagement rates.” 


Focus on Content Not Channels


The creation of YouTube channels allows you to segment your content to serve different types of consumers.  More channels mean the ability to focus on more specific target audiences. However, caution should be exercised before creating multiple channels.

Do you have the resources to create content for all those channels on a consistent basis?

Creating content on a consistent basis is more important than having many different channels. If you only have the resources and time for one channel, then it is better to focus all your efforts on that one channel rather than spread your resources thin and dilute the quality and consistency of your content.

Some *37% of all YouTube channels have not been updated for more than 120 days. Agencies with infrequently updated channels will find it difficult to grow their YouTube brand awareness and develop authority.


Engage Your Social Media Community

One of the great things about YouTube is that it is not isolated from the rest of the social media world. It can be perfectly integrated with all the other major social channels.

That means the ability to engage with your wider social media community, and bring them into your YouTube ecosystem, is relatively simple.

Video is fast becoming the most popular form of content on the internet. When used in conjunction with other forms of content as part of a wider social media marketing strategy, the positive effects on your business can be profound.

YouTube presents a tremendous opportunity for insurance and financial services agents who are creative and consistent in their messaging.  There has never been a better time to create your own videos.  With more than 4 billion YouTube video views per day and counting, don’t delay.

Ready to take your marketing and branding to the next level? Contact us today toll-free at 1-888-776-7761 or email Jon.Anderson@AgentBrandingSystem.com.


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Topics: social media marketing, youtube marketing, blog

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