YouTube isn’t home to only beloved cat and how-to videos. It’s a visual-social network poised for growth. Digiday reports an increase in digital video viewing, much of which can be attributed to mobile devices.
In turn, marketers and PR practitioners are focusing on how to use YouTube to generate awareness, drive ongoing interest, and close sales. The 2014 Social Media Marketing Industry Report found that more than 65 percent of B2B and B2C communicators plan to increase their YouTube efforts in the upcoming year.
Consider these five tips when planning your next YouTube PR campaign:
1. State the objective(s).
Video has to have a goal. Without one, content creation, not to mention overall strategy, flounders. What do you want your video campaign to accomplish? What do you want consumers to do? Answer those questions, and you’ll know what kind of videos to create.
If you have multiple objectives, focus on one first. Start small, especially if YouTube is new and you’re growing an audience. Aim for awareness and engagement and build out videos from there.
Remember that video is a malleable form. You can accomplish multiple objectives with the medium. For example, many B2B companies are coming to view video as a valid resource. You can use videos to seal deals in addition to generating social shares.
2. Watch a lot of YouTube.
If you want to get better at something, model the best. Watch Red Bull, Coca-Cola, American Express and even BuzzFeed. Analyze their videos. What goals does their footage accomplish? What tactics are relevant to your objectives and brand? What videos get your content creation wheels turning?
3. Complement organic with paid.
If you want your videos to be seen, you will have to pay to play. YouTube videos simply don’t fare that well in organic search.
The benefits can outweigh the costs: remember that journalists, reporters and bloggers need content for their stories. In addition, if you can get your videos into the public consciousness, you’re likely to win that media placement you’ve been drooling over the past few months.
4. Use keywords, descriptions and tags.
Increase your chances of ranking organically by investing in keywords, descriptions and tags. Don’t skimp here; the video may be the message, but it’s indexed by text. Also remember the “Show More” fold. Keep important descriptive information above it.
5. Measure your work.
YouTube has improved its internal analytics, but they won’t help you determine what, if anything, people do after viewing the content. Embed calls to action (CTAs) in the video and use Google Analytics’ tracking codes to assess how the links perform. Do the same with the description and your brand page. Track everything you can so that you know how your work is doing.
Have tips for YouTube we should know? Let us know!
Featured Image: Satish Viswanath (Creative Commons) 
