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Hi everybody.

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Welcome back to our YouTube
Marketing video series

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here with UVM.

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As always, I am your fearless
social media instructor,

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Tyler King.

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And in this second video,
we're gonna be talking

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about the specific
types of YouTube content

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that you'll see most
often in your social media

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marketing career.

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Now, as always, let's get to it.

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So let's talk about a
little bit of the overview

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of the types of YouTube videos

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that you'll see on that channel.

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So this is from the
Influencer Marketing Hub,

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and they've classified YouTube content

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into these 12 specific areas.

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Now, does this mean this
is the only type of video

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and everything fits
neatly into these 12 types

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of content categories?

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No, but I feel like for the
purposes of this course,

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this is the best way to kind of make sense

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of all the chaos that the YouTube videos

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that you will encounter on that platform.

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So number one, we have
here funny animal videos.

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This is my wife's favorite content,

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as I have my entire Instagram reel

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is just filled up with
funny animal videos.

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And this is something that has been around

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since the very beginning.

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Animals do really well on social.

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Now, does that mean every single company

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and brand needs to embrace animals?

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I don't know.

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Yes and no.

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As always, when it comes
to social media marketing,

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you need to do your research,
and talk to your audience,

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and figure out what works for
them and and what doesn't.

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But animals is a never bad place to start.

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Second, we have video game walkthroughs.

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Now if you're not a gamer,
this might sound really weird,

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but to the gamers out there, you know.

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I'm not the biggest gamer in the world,

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but I do like to play some Star Wars,

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some Call of Duty, Harry
Potter, things like that.

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And I will admit there
have been very many times

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where I get stuck, and I go to YouTube,

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and I watch other people beat that level

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and I find out how to do it.

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So that's really interesting.

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Now, three and four is what
we're gonna be focusing

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a lot for this course.

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How-to guides and product reviews.

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I felt like most people
are gonna be creating

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this type of content the
most, whether it be B2B, B2C,

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and so I thought it'd be a
good place to start with there.

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Now, the rest of the lists, we
have celebrity gossip, vlogs,

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comedy, shopping, unboxing
videos, educational videos.

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I would kind of classify
those more into how-to guides.

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Then we have parodies and pranks.

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All can be used by brands.

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It depends upon the campaign,
but I felt like for this video

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we're gonna focus mostly
on product reviews,

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what are they, tips and tricks, examples,

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and then we're gonna talk
about product review.

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So let's get going on the how-to guides.

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Here are some of the benefits
that you'll see a lot

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when you use how-to guides.

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Number one, you're gonna be seeing

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a lot of expertise in these videos.

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How-to guides allow businesses
to showcase their knowledge.

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It allows your audience to know,

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"Hey, these guys know what
they're talking about."

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It creates brand loyalty.

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As you provide answers
in fun and engaging ways

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to your audience, that creates loyalty.

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It lets lets people know, "Hey,

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if I've got questions
about how to make cakes,

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build a deck, beat a video game,

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I know I can go to this YouTube channel

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and they always will be there for me."

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Also driving tons of organic traffic.

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This goes back to what we
talked about in video one,

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YouTube being owned by Google

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and being the world's second
largest search engine.

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The more how-to videos
you have that match up

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to what people are
searching for the better,

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which then increases your brand exposure

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and also does a great job
of enhancing engagement

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and social sharing.

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My wife and I, the last couple of years,

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we've done a lot of house projects,

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from finishing our basement to yard,

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and we're always sharing
videos back and forth

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on YouTube, on Instagram,
whatever the case may be.

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And so the more shareable that
you can create your content,

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the better.

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Now, here is example.

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So let's go back to what I just mentioned.

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Our current house, we're
here in South Carolina,

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which means everything grows.

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We have a yard, and our
yard needed a lot of work.

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And one of the things we need
to do was to build a pathway.

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And one of the very first things I did,

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Googled how to install stairs,
how to build a pathway,

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and the first 10 results
were all YouTube videos.

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And so Lowe's saw this.

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They are in the business
of helping regular people

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fix their homes, fix their yards.

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So they have created whole
series of how-to videos,

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from everything from how to paint,

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to how to install a dishwasher,

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to how to install a paver walkway.

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Now, this definitely
does lean more towards

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that B2C kinda realm, but again,

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B2B brands can still use these.

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For my current job with PandaDoc,

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we do all kinds of
how-to guides on YouTube

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from how to create documents,
how to create an e-signature,

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all of that.

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Those are gonna be the bread and butter

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of what you're gonna be seeing on YouTube.

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So here's a few more benefits

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that I feel like how-to guides have.

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They are a great way to expand
the reach of your audience.

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YouTube has a global audience,

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and how-to guides can help
businesses reach people

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beyond their immediate geographical
location, which is key.

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They showcase your products
and services in action.

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That is one of the most valuable things

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that social media
marketers can do on YouTube

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is to show your product,
your brand in action.

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People don't have time
to read complicated,

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step-by-step, MapQuest-like directions,

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they wanna see things in real life.

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This was something that
was really important to me

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as I was finishing my basement
in our previous house,

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when we lived in Utah.

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I had no idea how to wire outlets,

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or lights, or anything like that.

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And so I needed to see
YouTube videos that were slow,

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'cause I needed to see things done slowly

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so I could stay caught up
and definitely at my level,

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on that beginner level.

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And that was really
helpful for me to know.

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And again, last but not
least is that it establishes

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that long-term value.

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One of the most important
things that social media

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marketers need to do is
to create a community

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with the content that we
put out there on social.

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If it's not gonna help someone,
it's not gonna educate,

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make people laugh, inspire,
it is not worth doing.

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It's just gonna get lost
in the noise of YouTube

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or any other social
channel that you are using.

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So that's why it's so important

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that you create that long-term value.

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Okay, how to guide some tips and stricks.

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Tips and tricks, excuse me.

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Instructional videos
should possess clarity

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in conveying their intended message

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and be easily comprehensible
for viewers to follow.

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Now, I think this is important to remember

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that how-to guides, I think,

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need to be done by different levels.

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Beginners, intermediate, advanced.

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That way you can cover the
whole spectrum of people

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that are gonna be Googling
how to make a cake,

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how to wire an outlet,
how to paint a house.

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I got really frustrated when
we were finishing our basement,

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and I kept finding videos
that were advanced,

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or they would go too
fast and they would not

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get into the minutiae.

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That's what I really wanted to know.

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On the flip side, I'm sure there
are more experienced DIYers

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that saw these videos and were like,

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"Why am I trying to figure
out what the black wire does,

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and the white wire, and
where did the outlets go?

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I don't need to know that."

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So again, that's why it's so important

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to know your audience, create
a nice depth of content,

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and make it really clear.

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And if you're creating these videos

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and you're feeling like, "Oh my gosh,

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this is the most basic
of basics," that's okay.

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Because a lot of times
too, what we just talked

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about in the previous
audience, YouTube is global.

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You may have people who
are watching your content

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and English is not their first language.

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And so the more clear and
concise you can be, the better.

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Also, Screencast videos,
like I'm using right now

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to create this content,
are another great way

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to create how-to videos,
because they offer

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that visual reinforcement
to not just audio.

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People need to have those two combined.

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It sounds really simple, but again,

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that's what people want to see.

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They wanna be able to follow through.

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We use this a lot with our software.

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We have our software up and running,

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we do a Screencast video, and
we just walk people through

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how to do e-signatures and videos,

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Whatever you you can think of,

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we wanna make sure we're
doing our very best

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showing the minutiae of what
we're doing with our software.

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Okay, moving on.

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Let's talk about product reviews.

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So some benefits, trustworthy opinions.

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I said it last video,
I'll say it this video,

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I'll probably say it in our next video,

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people want to see people on social

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because they trust them over brands.

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And so when you can have influencers,

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both internal and external,
talking about your product,

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that's what people want to see.

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It allows, again, to have
that visual demonstration.

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It allows people to have
informed purchase decisions.

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That user interactions,
the best YouTube channels

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have people dedicated to
going to the comments,

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even though that can be a
really scary place sometimes,

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and it's their job to answer questions,

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direct people to other videos,

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direct them back to their site,

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and that's a great way
to have that interaction.

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And also the influencer endorsement,

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which we've already talked about.

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If you have already an
established home builder,

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or electrician, or
whatever the case may be,

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that's reviewing your
product, that's what you want.

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Because again, people trust people.

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Let's do a quick little example of this.

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Now, this may sound really
lame and kind of dumb,

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and I've mentioned this before,

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YouTube is a place for everybody.

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So I have a love for all things Nerf.

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I'm a nineties kid, I love...

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My brothers and I and
sister would play with Nerf,

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from their darts and bows and
arrows, to their footballs,

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whatever the case may be, loved it.

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And now it's kind of fun
that I have adult money

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and I have kids of my own.

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I kinda want to share my
love for them as well.

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But one of the hardest things
that I remember growing up,

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going to Toys"R"Us, which
just shows how old I am,

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being a geriatric millennial,

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you didn't know what these
Nerf guns actually did.

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Were they good, did they work properly?

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Whatever the case may be.

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Now with YouTube, there are
a whole world of Nerf people

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that get these toys and review them.

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And this is one, LordDraconical,
I think is how you do it.

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My wife makes fun of me all
the time whenever I go to here,

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but he does great content.

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He gets the guns, he
tests 'em, shoots 'em,

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tests their speed, their ease
of use, and it's been great.

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It's allowed me to know, that
Nerf gun, that's not for me.

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Or that's not really built
for kids, but this one is.

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And so it's been awesome.

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And so long story short, there
are so many people out there

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just like this that build their brand

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on these product reviews,
and it's saved me money

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and it's been awesome to see that grow.

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So some tips.

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Research and prepare.

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You have to know your stuff.

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A lot of that comes down
to personal experience,

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using your product, being in
Nerf, being in home renovation,

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whatever the case may be, to
know what you're talking about.

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And that leads into the second point

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of being honest and transparent.

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If you're getting paid, say it.

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If you're not getting paid, say it.

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If you like it, great.

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If you don't, explain why.

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People want to see that genuine response

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to the products that you are reviewing.

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Again, show it in action.

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Make sure you always
include pros and cons.

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Nothing is 100% great or 100% terrible,

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there's gonna be nuance.

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And also make sure you
optimize it for search,

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'cause again, that SEO is gonna be key.

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Another review is...

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This is a great video
review from Think Media.

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They do a fantastic job
going through tips and tricks

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of how to do that, so I
included these in the slide.

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So click on that and you'll
be able to watch that video.

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Excuse me.

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I won't show it here, it's a
little bit on the long side,

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but this is a great refresher course.

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And that about sums up what we're doing

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with YouTube this week.

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As always, if you have
questions, concerns, complaints,

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shoot me an email.

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But I look forward to seeing you guys

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for our next video in video three,

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where we're gonna be
digging into some use cases,

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some things that I've
done, some other examples

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of what you can do to create
awesome YouTube content.

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Thanks everybody.