It’s easy for women business leaders and entrepreneurs to become enchanted by the possibilities of being part of a YouTube sensation. Who wouldn’t become allured by the idea of instant YouTube fame and success for your company or product? I think that it’s great to set the bar high, but I also know that the best things come from hard work. Preparation is part of the equation. Plan your foray into YouTube videos carefully, and you will achieve greater success.
I found some great practical YouTube tips in an article by Amy-Mae Elliot, Top 5 YouTube Marketing Mistakes, that bears repeating. Here are my thoughts on Amy’s suggestions:
Your expectations are unrealistic
I think a lot of businesses expect that they can post a video and thousands of people will watch it, and it’ll become a YouTube sensation. Amy feels the same way and suggests you create a promotion plan before posting your video. Think it through as you would any promotional campaign and come up with strategies, tools and ideas for promoting it beforehand. Use social networking and invite friends and family to help you get it noticed.
You’re thinking too small
While it’s true the chances of your video becoming a viral hit is remote, don’t rule it out, says Amy. You don’t have to be a big-league player to make a popular video. Many of the biggest viral videos were posted by individuals rather than large corporations. Amy suggests you give it a shot even if you don’t have lots of money to devote to the production or promotion.
You’re using your video as a commercial
YouTube isn’t the place to warehouse all your old marketing or PR videos, says Amy. It’s a social environment and as such, it’s all about being social, engaging and a little different. Think about ways to let your company’s personality shine through, and make it fun. Amy notes that your YouTube video is not the format for a hard-sell sales pitch, either.
You’re forgetting other platforms
Amy notes that while YouTube is certainly the biggest video platform right now, it isn’t the only one available. She points out that to leverage word-of-mouth interest in your video, you should certainly mention it via Twitter and Facebook. But think about posting it on the lesser-known video platforms like Vimeo, Flikr, Blip.tv and underdog yfrog.
Basing your success on the number of views
A lot of people will have you think that the only important video statistic is the number of times your video is viewed. Amy notes that other metrics may have more meaning, for instance, how many times your video was shared or how long someone spent watching your video.
The bottom line is to think about what you hope to achieve with your videos before you start. If you approach creating videos with a “shotgun” approach, you’ll miss your target more often than hitting it!