Why Your Business Should Be Vlogging On YouTube
It’s no secret that YouTube has grown over the past decade, having departed from simply hosting content, to its current state as the second-largest search engine in the world. Small to large sized businesses alike have taken notice and look to have a presence on the platform.
As a search engine optimization agency, we have witnessed the influx of vlogs from businesses on YouTube and understand the positive effect it can have on SEO. Vlogs are an easily accessible, cost-effective way to create a brand personality, establish industry authority, and supplement your SEO plan. It also forgoes the expensive costs associated with commercial creation, while being so simple to implement that children are running their own YouTube channels.
Granted, you might not have a large production budget or loads of extra time to make a vlog. It’s okay. Your videos can be as simple or complex as you’d like, as long as they have a general strategy in mind and speak to the appropriate audience. In the following, I’ll cover how you can come up with ideas for your vlog and some general best practices to keep in mind.
Generating Ideas for Vlogs
One of the easiest ways to learn is by watching others. Take a look at what your competitors are doing on YouTube. Once you understand what content already exists, you can generate your own ideas and fill in the gaps with quality content.
Answer these questions during your review:
- Was the video good? Why or why not?
- How can your business address this topic?
- Was there unnecessary content?
- Did the presenter come off as genuine?
- What makes your brand different from theirs?
- Would you watch this video outside of work?
Use your vlog as an opportunity to speak to your audience in a way that is relatable and addresses the subject in “real-life terms.” This is especially important for areas of your business that may be considered complex to unfamiliar viewers. For instance, if you’re a financial advisory firm, you could create a vlog about five common mistakes new homeowners make when filing their taxes. This will help you establish yourself as an industry expert and creating YouTube content will aid your own greater SEO strategy. Be sure to use SEO best practices for creating descriptions and incorporating keywords.
Practice Making Video Content
Just like all things in life, practice makes perfect. To get better at making videos, you will need to practice. Try to add vlogging into your everyday life. Make them in the car (safely), on a walk, or in the office during lunch. This will make you more comfortable being in front of a camera and will allow you to speak to your audience casually. Even if you end up not posting the video, the act of repetition will help you find your flow and will show you where you can improve.
A bit advice: viewers can sense you’re disingenuous. If your vlog comes off like an infomercial or is loaded up with corporate jargon, your audience will see through it and cast you out. To avoid this, try to maintain an overall objective opinion about your content and show it to both colleagues and people outside of work. This way you’ll also be assured you’re receiving honest feedback.
Also, a good idea when starting out is to mention a non-direct competitor whose content you enjoy. This will make you seem more genuine by showing humility and will potentially engage your competitor’s audience. Unless you’re in a very niche industry, your company won’t suffer from applauding a competitor. Lastly, do not forget the YouTube mantra of “please like, share, and subscribe,” at the end of each video.
Remain Vigilant with Your Vlog Posts
Vlogging can be intimidating at first and even more so if you do not immediately get the engagement you were hoping for. Don’t give up! Almost five billion videos are watched on YouTube every day, so it will likely take a while for your videos to gain traction. Never-the-less, a positive side effect is that posting more content will make your business more accessible to potential clients researching your business.
There is no specific number of videos you should post every month, but once you designate a number, stick to it. Always share your videos on your social media channels and embed them on your website — when appropriate. This will increase the reach of your video and will supplement your SEO efforts. This holistic approach will help grow your audience and shows that you care to be heard (because you have something worth hearing).
Our world is more visually engaged than ever before. If your business isn’t creating video content, you are likely missing an opportunity to bolster your SEO efforts and you may be falling behind competitors.
Along those lines, Facebook has also announced that they are pursuing a video-first approach, with their general focus shifting towards video in the years to come. Similarly, Instagram is still in the early stages of IGTV, which launched halfway through 2018. When three of the largest social media platforms are collectively telling you that video content is essential, you listen.
The bottom line is this: falling into the habit of creating video content certainly won’t hurt your brand, and the barriers to entry are low. What do you have to lose by giving video a try sooner rather than later? If you need help determining how your video content will align with your SEO strategy, our search engine optimization agency can help! Let’s chat.