Cat videos. Flash mobs. Dubious athletic stunts. People flock to YouTube for any number of reasons and that includes learning about businesses and products.
Depending on what you sell, YouTube can be a powerful platform to grow your brand. You can use it tell the story of your business, introduce new products, or create those ever-popular how-tos.
YouTube currently has more than one billion monthly users—that’s nearly one-third of all internet users in the world—and their most dedicated users watch more than an hour of video content every day. For businesses, there’s a huge opportunity to reach a highly engaged audience.
Below we’ll go over everything you need to know to start marketing your business on YouTube.
Is My Business a Good Fit for YouTube?
There are a lot of different ways to use YouTube to grow your brand and business. That said, some products are easier to showcase than others. If you sell in the following categories, YouTube might be a great fit for your business.
People love seeing clothing on actual human bodies. It’s one reason why large companies like Zappos have invested in technology to create videos to accompany product images for almost all of their shoes. If you’re a fashion seller, consider modeling the clothes yourself (or asking a friend) so people can get a sense of the item’s true color, texture, and movement.
Pro-tip: If you sell clothing, consider including your model’s height, what size the item is, and whether it runs true to size in your video and description.
When someone is shopping for a car, they want to see every detail. Take them on a tour! Pop the hood and look inside. Turn the car on and let them hear the sound of the engine. All of these sensory details work wonders to make your product come alive and, if you have expertise in the area, allows you to show your potential customer that you know what you’re talking about. If you’re really ambitious, you could even create a commercial for your vehicle…
More than any other seller, makers should embrace video. If you sell handmade items on eBay, let people see what goes into each of your products! If you paint or work in another visual medium, for example, you could set up your camera to capture a time-lapse film of your process.
For people selling collectibles or other unique items (e.g. instruments), YouTube videos can really allow you to build trust with your customers. You can carefully walk customers through the condition of your item while also pointing out any details that prove the item’s authenticity.
Remember, YouTube is just one social platform among many. If you decide that video is simply not your cup of tea, you’ve got options. Get an overview of how to market your business on Facebook here and Instagram here.
How to Set Up a YouTube Channel
Once that’s done, you’ll be able to create your YouTube account for business, which involves filling out your account details and uploading a few photo to build your brand. You’ll also have the ability to customize your channel so that it matches your eBay Store brand.
For a simple, step-by-step breakdown of this process, complete with helpful screenshots, we like what these guys have to say.
Once you’ve set up your YouTube channel, it’s time to start thinking about content.
What to Post on Your YouTube Channel
Just like marketing on Facebook, Instagram, or any other social channel, you should aim for a mix of content that engages, informs, and entertains. Let’s take a look at a few different kinds of posts that work well for small businesses on YouTube.
Think of brand stories as a way to let your customers get to know you and your business. Letting them have a peek into your business helps you stand out in any competitive marketplace and build real relationships with your customers.
Here are a few ideas for brand stories you could tell with video:
From IKEA hacks to cooking tutorials, the internet is full of videos that seek to educate and empower. These kinds of informative videos can help your customers understand how to use your products while also acting as a vehicle for promotion.
Here are a few types of educational posts to consider:
Do you have interests or hobbies that relate to your business? Have you had interesting experiences using your product in your own life? YouTube is a great place to share these stories and bring people along on your journey.
How to Make Your Posts Perform
There are two elements that go into making a great YouTube video: production and editing. For the purpose of getting you started, we’re going to focus on the production side here.
Your message is the most important part of creating a great video. Are you telling a story about your business? Introducing a new item that you’re going to start selling? Or doing a product demo? Decide on three key points that you want to share, write them down if that helps, and do a few practice runs.
Never underestimate the power of good lighting. If you don’t want to invest in any additional equipment, you can improve video simply by using multiple light sources, which will help prevent distracting shadows. For a more professional lighting setup, you’ll want to understand the basics of three-point lighting. Here’s a tutorial on how to do it on the cheap.
There is no need to own a fancy camera to make a beautiful YouTube video. Most smartphones will do the job really well, but there is one condition: You should absolutely invest in a tripod.
Sound quality largely depends on how you record your video. First, choose a quiet spot (if that’s an option). Next, think about your microphone setup. If you’re planning on using the built-in mic on your computer or camera, it might pick up any noises in the background (hello, leaf blower guy). Consider picking up a cheap external mic to improve your sound quality. It’s not too difficult to find affordable lapel-clip microphones for recording individual voices, like some of these.
Once you’ve published your YouTube video, don’t forget to take advantage of your other social media platforms. Share your video on Facebook and Twitter, and invite your fans to subscribe to your channel.
These are a few of the factors that will help you produce a great video for your business. It’s important to mention that just like other social media, you should always aim for quality over quantity. If you’re pressed for time or at a loss for what to post, take a break and come back when you have an idea that you’re excited about.
As video becomes a bigger and bigger part of how we interact on social media, YouTube is an undeniably powerful tool for marketing your eBay store or items. Just remember, you only need your own experience, a smartphone, and tripod to get started.
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