- Chasing trends
It is important to understand what works on the set, what trends are, and what the audience is reacting to. But this will not give you the opportunity to build a long-term channel that will grow and develop over the course of four to six years. If you only chase trends, then you can create a platform that will last for a maximum of six months and disappear along with the trend. Those channels that reached the top only due to some relevant, one-time things are not popular today.
For example, pranks are not fashionable today, spam videos are not relevant, challenges are not in trend, and creators who did all this yesterday do not know what to do today.
What’s important here! It’s important to understand that you have enough content. If you are an expert in your field and you have enough necessary information, then it is better to do what you understand.
Don’t make content in the beauty industry just because beauty blogs are popular today – if you are not a guru in the field.
It is important to understand that you should not start a YouTube channel and invest in it if you do not have enough resources, you have no time to deal with it on an ongoing basis and you are not an expert in your chosen field. Ultimately, when you decide on the direction of your channel, remember that your brand should be the target point of the video.
How can you tell if your brand is in focus or not? Do a little test: is it possible to retell your video without mentioning the product? If possible, then you have violated the focusing rule. A good example of a brand-focused channel is American Blendtec. You’ve probably watched their videos of them crumpling phones, gadgets, and more in a blender. This is the perfect example of a compelling branding video that puts the product in the spotlight.
Here we include several errors at once.
Content for different target audiences.
You need to understand your audience and what content is best for them.
Lack of schedule.
This is one of the gross mistakes of channel authors. If you release 8 videos in one day, and then there is a lull for two months, this is wrong. The algorithm on YouTube, like on many other platforms, does not like this, and the audience also does not like it. The ideal option is to post videos at least once a week.
Splitting content into pieces.
This is when one video is divided into part 1, part 2, part 3, and so on. Remember, viewers, aren’t willing to spend a lot of time with you. Plus, users are getting lazier and lazier, they don’t want to search for each part separately. So pack your content into one video. It is also desirable that it lasts from 3 to 7 minutes. It is better to make a short, dynamic video that does not have to be divided into parts.
To avoid these mistakes, you need to use your channel analytics, which is best done at the level of each individual video. YouTube has analytics that you can use to view the audience retention report, this will help you understand at what stage your users leave, and what moments of the video they are constantly watching. Not all bloggers understand what kind of insights they can get using this data.
- Lack of optimisation
Three things can play a trick on you. Incorrectly optimised titles, incorrect video descriptions and lack of optimised images.
There are actually a lot of things that can be tailored for search results on YouTube, but these are the most common things to talk about and which are easy to fix.
Channel optimisation helps to get to the first lines in search results. Besides search engine optimisation, “optimisation” for viewers is also important. Even if your video is found, you need to make the person want to open it and watch it, here, in addition to a good title, an attractive intro is also important.
If your brand has a channel face, it should be on the splash screen. Users follow people first, not companies. Also, for the splash screen, a picture of the final product or some kind of climax, if it is an action video, will go.
- Ignoring the audience
This mistake is most often made not by creators, but by marketers and brand managers. Creators spend a lot of time working with subscribers. Marketers are very careful about this and do not always understand what to do.
For example, I will use the Bobbi Brown channel. They posted a makeup workshop with a model in the frame. And under the video, there are many comments like: “Yes, of course, she is a model, but what if you tried to do your makeup on an ordinary woman?” At the same time, the brand does not react in any way to such statements, although such comment received more than 50 likes from other viewers.
When recording a video, imagine that you are communicating with a person, and not just talking to the camera. We used to sit in front of the TV, and it was a joint viewing since we mainly watched TV with our family. Today, videos are watched from smartphone screens alone. Therefore, if you can speak with the viewer, creating an atmosphere of personalised communication, then be sure to do it. This approach will help your audience feel connected to you. Ask them questions, call for action, ask them to write comments.
To get the most out of your user experience, use the YouTube communities tab. This is a new tool that is essentially the same feed as other social networks. It is necessary and can be used as another element of interaction with the audience.
- Ill-conceived collaborations
Collaborations are collaborative projects to exchange audiences. If this is a union of creators, then, as a rule, everything goes smoothly here, as they feel good about each other and their audience. When we talk about uniting a brand with a creator, everything is not always good here.
Finding the right approach is important. And special attention should be paid to what kind of brief you have and how detailed it is.
There are two extremes.
First extreme. The blogger posted a video, and the brand wanted to supplement or redo it. Bloggers rarely agree to this, as it is important for them to maintain the trust of subscribers.
Second extreme. When a brand gives such a detailed brief that a blogger does not have the opportunity to shoot a high-quality video in his style. Each blogger has his own style, and if his videos are recorded at home, he is not polished, alive, then it is in this form that people subscribe to him, maybe for this, they appreciate him. When a branded video is made, a completely different story begins. The blogger is invited to the studio, does their hair, make-up, is asked to speak in a certain way, and behaves in a manner that is completely alien to him. In this case, bloggers either refuse to cooperate with the brand or simply ask to adjust some points. This brand approach will only attract the negative.
I advise you to find a middle ground and trust the blogger because the creators know what they are doing. And in most cases, they are very talented people.
And the main thing! All of these recommendations won’t work without quality content. Without an interesting video, it makes no sense to think about optimisation and other nuances of YouTube promotion.