YouTube is a marketing hub for businesses that are keen on using Youtube videos to market their products and services. According to the latest statistics, more than 5 billion videos are watched on the platform every day. The company has come up with a system that recommends certain videos to users and this, in turn, helps to boost their viewership as well as outreach.
How do you successfully promote a YouTube channel in Singapore? The problem is that most people do not know how to utilise the various YouTube channel marketing resources available properly.
You should leverage on the various means of growing your subscriber base to achieve the desired viewership and to meet your goals. This article looks at the various strategies you can use to promote a YouTube channel in Singapore.
Focus on Retention
The primary task of any brand using a YouTube channel should be to engage viewers to watch the video until the end. The logic is that the longer users view your videos, the more ads they will see.
For this reason, YouTube favours videos that offer a high retention rate, which should be one of your goals. If your channel already has traffic, you can use YouTube Analytics to check the necessary metrics.
If you have a retention rate that is lower than 35%, then YouTube is not the proper marketing channel to pursue. However, a retention rate above 35% means that you have a better chance of success when you decide to promote the channel.
Use a Powerful Intro
The introduction to your videos is vital to improving your channel’s retention rate. You could use a brief intro or outro, or bumper to boost viewership. However, a majority of the videos lose a minimum of 20% because they execute the introduction wrongly.
The best way to optimise your introduction is by experimenting with short titles and sound clips on your videos and having background music. Studies show that a majority of the people will stop watching if the video did not capture their attention by the third second.
This goes to show that, if you cannot capture the viewers’ attention, YouTube itself will not care much about promoting your videos.
How to Minimise Viewer Loss
For you to succeed at promoting your YouTube channel, you need to approach the exercise strategically. Here is how to do it:
- Reduce your bumper to no more than 3 seconds
- Add a preview section of what the viewers can expect from the video
- Invest in a professional theme and format of your videos
This might seem like a simple way to minimise viewer loss on your channel, but the results will not be immediate. This will call for patience to get it right.
Know Your Audience
Typically, there are four sources of traffic you ought to know when you promote a YouTube channel:
- Direct search
- Search requests
- Relevant videos
However, the source of your traffic will vary based on the theme you choose for your channel.
Logically, the more subscribers you have, the more traffic you will attract based on views in the new video notifications and feed section. Ideally, the viewers’ begin their watching experience directly on your channel. However to leverage on direct search, you must improve on other sources of traffic.
Studying search requests is one of the best ways to increase traffic to your channel. You will be able to see what prospective viewers are searching for and start creating similar content. You can begin by monitoring Google Trends to see what is trending in the searches.
There are also several SEO tools that you can use to find the best performing keywords used by searchers in your industry niche. Better yet, there is an increase in the number of third-party tools that allow you to see what people are searching for on YouTube.
Google Trends also suggests the keywords you should use, and how to configure the location settings to get better keyword suggestions. The goal here is to get the search requests that are not as competitive but can deliver good traffic.
You could also create a video that is yet to start trending. For example, iPhone X is already out, and there is a high likelihood that there will be an eleventh iPhone coming soon. By making a video for the 11th iPhone, you will be on hand to beat the competition to the market.
One of the ways YouTube uses to promote content is by linking videos that have a similar theme. The chances are that there is someone producing related content to yours and you can feed off this traffic to grow your viewership base.
You can follow this trick:
- Identify a clip with high views and make a video with a similar icon, description, length, and name. However, you should strive to have content of a higher quality
- Write comments on the description section about the selected video and invite users to watch your version
However, there are no promises that your videos will get into the recommended videos list. If you continue with this strategy to promote a YouTube channel, at least 10% of your videos will make a list.
Focus on Engaging the Audience
A report by Novel Concept is of the idea that YouTube algorithm gives more preference to videos that receives lots of dislikes, likes, and comments. Philip Zeplin, the mastermind of this report, also goes an extra step to state that videos that receive more views naturally engage the audience. Based on this fact, it is recommended to create content that engages the audience and also motivate them to post comments. Make sure that you respond to the comments promptly to keep the conversation going.
Work on the Video Titles
The first form of metadata is the title, and so it is paramount to optimize it to secure high ranking for keywords that are related to your niche. If you intend to produce a series of videos in a given period, show the algorithm that the videos are linked to each other by including an episode number in the title. A good example of a well-optimized video title is “Episode 4: 3 Foolproof Ways of Getting More Web Traffic”.
Interlinking all your YouTube videos using playlists and annotations is another excellent way of dominating the suggested videos algorithm. Businesses whose channels have millions of subscribers often comment on older videos and provide links to newer videos in the description and comments to boost viewership for the new videos.
Linking is one of the best strategies to promote a YouTube channel. However, it takes a lot of time to execute. It involves leaving links in various popular blogs and hoping that they do not get deleted. For example, if you have a channel about insurance in Singapore, find several frequently visited blogs and leave a link to your channels in the comments section.
Another way to use links to increase traffic is by writing guest posts on the popular blogs in your niche. Moreover, you should also look into your competitor’s channels and see how they have optimised their YouTube channel marketing strategy. You will be able to note their mistakes and improve on them to increase views and subscribers.
Promote YouTube Channel Often
Another of the best ways of how to promote a YouTube channel is to promote new videos within the first 24 hours after release. When used correctly, this method is very useful, and you can set aside approximately $20.
It is recommended that you promote at least 30% of your videos that have a high chance of receiving good traffic within the first few days of posting. If you have great content, you are sure to get the video in the recommended list on the main page.
The number of posts on your channel could make or break your channel’s success. You need to create a content marketing strategy that looks into when you should post and how frequently.
However, the trick is to have consistency in your posting schedule. Sporadic posting will cause a drop in uninterested, especially when you go for long periods without any new content.
Repost, Like, and Comment
Comments show how likeable your videos are to the public. This means that if the public does not like your videos. YouTube will not appreciate them either. This reduces your chances of making it to the recommendation list on videos or YouTube main page. The best way to increase interaction is by engaging the viewers who have commented on your videos.
You should also ask the viewer to like your videos, subscribe to your channel, and leave comments. You could also run contests to help your videos receive more reposts, likes, and comments.
Learn to use Catchy, Attention-grabbing Thumbnails
Working almost close to your video title, the next most important factor in getting more people to click through your videos are the thumbnails you use. They’re what makes the difference between a scroll-by and a click-through.
Here’s where the secret lies – instead of using YouTube generated thumbnails, why not use custom ones?
Canva should be your friend in this. If you’re good with PhotoShop and all that, then that’s still awesome. However, if you’re a complete noob, with zero graphics designing skills, then Canva could be the only solution you’ve got.
The first thing you want to do is make your videos not easy to pass up without being tempted to click and look.
With Canva, you can capture your entire video and play around with different elements to make them more clickable and more likely to go viral.
Of course, you need to take a snapshot of your favourite part of the video, and then use text and other design elements to create a clean-cut thumbnail design that’s in sync with the rest of your channel and video playlist.
Just use this link to access the thumbnail section of Canvas, choose a template, and then upload your snapshot. Canvas has one of the most intuitive interfaces you’ll ever come across. It shouldn’t take you much time to figure out how to proceed with the rest of the steps.
How to Make a Custom YouTube Template using Canva
Step 1: You can start by choosing a template from a list of templates provided in the Canva library. Use this link to access the Thumbnail’s section of Canva (link: https://www.canva.com/design/DADp0islfsw/OZxOdYydpYL8VWMYiZLglw/edit?category=tACZCnmCPGY&utm_source=onboarding). You should be able to see the templates on the left sidebar of the screen.
You have hundreds of thumbnail templates to choose from. So be patient as you go through the themes until you find one that matches your style and taste. Another option will be to design one from scratch if you have an idea in mind.
Step 2: This is the point where you play around with the various elements. You can change the banners, frames, icons, and so much more. You have a full library of various graphic design elements, running to a count of 2 million images. You also have the option to upload your own images and design elements.
Step 3: You can use your own text and get rid of the placeholder text. Just click on the placeholder text and erase it before replacing it with your own text. Remember you also have hundreds of free text fonts to play around with until you find one that snugly matches your taste.
Step 4: You can change the background, fonts, and colour until you come up with something totally unique. It’s a fun experience, too.
Step 5: Once you’re done creating your thumbnail, you can download it and upload it on your YouTube video, and you’re good to go.
Create an Email List
If you have not created an email list for your YouTube channel before, then here’s your chance.
With Millions of videos being published on YouTube every day, you can’t just upload your video and wait for videos to stumble across it. You can’t spend countless hours creating a video, and then post it on YouTube and leave it there without doing anything.
You’ve wasted enough of your time already, brainstorming on an idea, filming, editing, and running the video through after effects, and lastly on creating a thumbnail and uploading it on your YouTube channel. The least you could do is promote it and get it enough eyeballs.
Cross promoting your videos is a good start, but it’s not enough. If you’re in this for the long haul, then your plan should be to create a fanbase for all your videos. You need a more advanced version of your YouTube subscribers and something you have total control over.
If YouTube decides to delete your channel after you’ve managed to grow it to, say, 1 million subscribers, that shouldn’t be the end of you. With an email list, you can always set your camp elsewhere, and remember to bring your fans with you.
Plus, there’s room for you to go an extra with how you handle your email list. In your email newsletter, how about you post a snippet of your videos; just a small preview of what’s in the video, especially the part that creates the most suspense.
Let them watch the preview, and click through the link you’ve provided to go to YouTube to watch the rest of the video.
Also, remember to add YouTube follow buttons in your emails and website, just in case some of them decide to subscribe to your YouTube channel.
How to Create an Email List for Your YouTube Channel:
You can begin by creating an email magnet: This is a free incentive that you’ll be offering to your viewers in exchange for their email addresses.
It can be anything – an actionable piece of content that they can download, like an eBook, premium video, PDF checklist, and so forth.
You need to give out something to get your viewers to soften up and be more willing to submit their email addresses to you.
Remember to add a Call to Action (CTA): A call to action is meant to guide your users on what they should be doing next. For a YouTube channel, a CTA can come in the form of asking your viewers to subscribe to your channel or like a video you uploaded.
However, for this case, the CTA you create will be about asking your viewers to download your lead magnet.
Here’s how to create one like a real pro:
“Looking to create perfect sales videos that you can use to sell your stuff online? We created a simple cheat sheet that you can use to create your next sales videos. Here’s a link you might want to click to get your hands on this beautiful PDF.”
Post links to Your Lead Magnet Everywhere: At this point, you have two things, a lead magnet and a CTA. The next thing you want to do is add a link to your website where you’ll be directing your viewers to go and download the freebie that’s your lead magnet.
Just create a simple page and add an opt-in form. For better results, make it a two-step opt-in, followed by an exit-intent lightbox.
Here’s a list of all the places that you can include the links:
- In your video description: This is the most obvious spot to place the link. With every video that you publish, be sure to include the link in the description.
- In your channel header: Remember also to include the link in your channel header. Try linking it to a universal lead magnet that’s attractive to all your viewers, not just those with a narrowed interest.
- In the About Tab: YouTubers hardly pay any attention to this section of their YouTube channels. Yet it’s among the few places that your biggest fans go to look for more information about you.
You can include a link to your website page with the lead magnet here, too.
- On the comments that you make or the replies that you leave on other people’s comments. This is an opportunity that you want to capitalise on really good, and which presents itself every day. Are you active on YouTube, always commenting and responding to other people’s comments?
Well, here’s what you can do:
With every comment or reply that you make, be sure to follow it up with a link to the website page containing a link to your lead magnet.
Use it even more in your channel, in the replies you make. When someone wants to learn more about a video you made or has a question that they would want you to reply to, why not refer them to the page where they can subscribe to your email list and get to learn more from you?
Add Annotations: Use YouTube Annotations to add links, hotspots, and text over your video. You can also use it alongside a customised CTA to add your lead magnet link.
Creating an Annotation isn’t that hard. Here are the steps to follow:
- You can start by going to the video manager section of your channel.
- Find the video that you want to edit, and click on the down arrow, found on the right of your edit button. You should be able to see “Annotation.” Select it and proceed to the next step.
- Click in “Add Annotation,” and then make all the changes that you have in mind. Click on “Apply changes” after you’re done, and you’re good to go.
Brand Your YouTube Channel
Branding allows you to make your channel visually attractive. Other than that, it’s what you use to make it identifiable and get your visitors to start taking you seriously.
Branding also helps with brand awareness. Meaning, if you were to carry your belongings from YouTube and set your camp elsewhere, people should be able to identify your business by just the look at it without reading anything.
Use a company logo for the channel. If you’re operating as an independent vlogger, use your headshot instead.
Now, to make it easy for people to search and find you, you might want to add video titles and descriptions to the videos you make.
Also, use Canva or Bannersnack to create a banner, and on top of the banner that you create, be sure to add a link to your website and social media accounts and pages.
If you’re involved with certain products and services, you might want to cover them as self-branded overlays. You probably don’t know about this, but they’re a good chance to retain the people that watch your videos.
Just as important as creating a visual branding that’s up to a professional standard is creating a more relevant and informative bio about your personality or company. Find a way to come up with a more inspiring and compelling description of yourself or the company.
You can talk about what interests or inspires you. And while at it, try not to make it extra-long, and covered in pure pabulum and fluff. Instead, stick to what’s relevant to your viewers, and try to make it as interesting as possible.
Even more important is to find out what keywords do you viewers use to find you or enter into Google or any other search engine trying to find your products. You want to make sure that your description is well-optimised for these keywords.
Here are a few other takeaways for your Profile:
- Frontload all the relevant keywords in your description and title
- Don’t exceed the 5000 characters limit
- Try creating a content page with a timestamp that will be helping viewers find the type of content that they’re interested in.
- Create links to a relevant playlist
- Remember to include a few hashtags. You’re, however, reminded that YouTube has a few hashtagging rules that you might want to abide by while at it.
Another trick would be to try and mention the keywords in the videos you create. However, you’re reminded that people tend to lose their attention quick. For this, consider throwing in the keywords at the intro and outro section of your videos for the best results.
Learn to Work with Other YouTubers
There’s a reason collaborative videos have become so popular. And that’s because they offer a chance for you to tap into another blogger’s fanbase.
It’s a tactic you’d want to use if you’re looking to grow your audience and stretch out your customer base.
A win-win situation for both you and your partner – as both of you will be tapping into each other’s audience.
Collaborating with other video bloggers can also act as social proof. Your audience will get to respect you even more after they learn that your network swirls far and wide. Bonus points if the other blogger is even more successful or has managed to grow an even bigger audience than you.
Create a Video Series
A regular video series is what you need to give your viewers enough reason to hit the bell and subscription button on your channel. You have to give them something to look forward to.
It’s even better and more effective if you were to apply your creativity here. Be creative with your cliff hangers and the suspense you create. Make them want to watch the next episode of your videos so bad that they’ll be left with no option but to subscribe to your channel.
Another approach would be to prepare a list of topics that you’ll be covering in the video in advance. If your viewers know what to expect, they’ll be more enticed to hit the subscription button so they can be notified when you post the next video.
Reading from the same script is Moz. Their Whiteboard Friday videos show that they’re the masters of using video series to grow their following. It’s a calculated move that’s only going to make the bulk of their viewers to subscribe on their channel
Call us today on +65 6789 9852 for more tips on how to market your YouTube channel as well as best YouTube marketing in Singapore practices.