Brand & Communications

KEY TAKEOUT FROM THE YouTube BRAND SUMMIT 2017

posted by Maureen Adedeji March 3, 2017 0 comments

I had an awesome day listening to top brands ranging from NDANI to Friesland Campina to Nestle and Content Creators like SisiYemmie, PulseTV, Njay show, Miss Techy, Dodos, Dimma Umeh (formerly ThatIgboChic), Akah Nnani, Naijas Craziest and Content Garage who gathered to discuss the massive impact of content marketing strategy using videos at the YouTube Brand Summit 2017.


 Cross-section of the panel discussion

After a series of one-on-one chats, presentations of detailed case studies and panel discussions, here are the ten top takeaways from the event which any brand or business should consider implementing in their content marketing strategy.

1.

Before making videos, create a content plan to ensure that your content both meets your brand’s goals and engages your intended audience. Define a strategically relevant and powerful content territory for your brand. This should lie at the intersection of your audience’s passion points and your brand value proposition.

2.

Choosing how you’ll engage your audience will help you define your core message and tone. Three main ways to add value: inspire the audience with emotional and relatable stories, educate the audience with useful information, or entertain the audience by surprising them, making them laugh of sharing spectacular content.

3.

Decide how to generate the content and then how to structure it. A brand can generate its own made for YouTube content, it can collaborate with YouTube creators, or it can become a creator itself with an “always on” approach.

4.

For an “always on” approach, build a channel calendar to map your content strategy over the year and remember the editorial framework HERO (Large-scale, Big budget awareness), HUB (Regular “push” content) and HELP (Always on “Pull” content).

5.

The key to success on YouTube is not only to produce great, relevant videos, but also to make sure your target audience sees them via effective promotion and optimization of your content on YouTube.

6.

TrueView is a skippable ad format where viewers choose whether or not to view an ad It is a cost-effective media strategy to help you get the most out of promotion of your content on YouTube. You don’t pay if a user chooses to skip.

7.

Use Video Remarketing as a more targeted approach to reach users who’ve already viewed, liked or commented on your videos or visited your website.

8.

Turn viewers into subscribers to maximize your channel’s watch time by partnering with a YouTube creator. Measurement is key, both for defining success and optimizing towards it. Most brands find it useful to select a and response metrics.



L-R:YT Content creators- Sisiyemmie, Dimma Umeh, Miss Techy, Akah Nnani, Dodos, Naijas Craziest

9.

The power of YouTube creators comes from a diversity of voices and styles, and is amplified by deep connections with their loyal audiences. YouTube creators are natural marketers and there is a huge opportunity for brands to become a part of the moments and stories that YouTube creators share with their viewers every day.

10.

Measurement is key, both for defining success and optimizing towards it. Most brands find it useful to select awareness and response metrics.

Just like the Content Creators, many other people are daily improving their competencies and learning skills via YouTube while earning money from these skills, little wonder why YouTube is the second largest search engine in the world.

It is safe to say that video content whether it is for your YouTube channel or any other platform is an incredibly powerful tool to emotionally build a connection with your target audience. There is really no rule to creativity especially when developing a video content and neither do you necessarily require a BIG budget to create an engaging content.

With the takeout I’ve shared, I do hope that while you or your team is planning a content marketing strategy for your business/brand, you begin to think video content and also #ThinkYouTube 🙂

Alright then… Please pick a candy below and let’s get back to work 😉

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