Hi everybody.
Welcome back to our YouTube Marketing video series
here with UVM.
As always, I am your fearless social media instructor,
Tyler King.
And in this second video, we're gonna be talking
about the specific types of YouTube content
that you'll see most often in your social media
marketing career.
Now, as always, let's get to it.
So let's talk about a little bit of the overview
of the types of YouTube videos
that you'll see on that channel.
So this is from the Influencer Marketing Hub,
and they've classified YouTube content
into these 12 specific areas.
Now, does this mean this is the only type of video
and everything fits neatly into these 12 types
of content categories?
No, but I feel like for the purposes of this course,
this is the best way to kind of make sense
of all the chaos that the YouTube videos
that you will encounter on that platform.
So number one, we have here funny animal videos.
This is my wife's favorite content,
as I have my entire Instagram reel
is just filled up with funny animal videos.
And this is something that has been around
since the very beginning.
Animals do really well on social.
Now, does that mean every single company
and brand needs to embrace animals?
I don't know.
Yes and no.
As always, when it comes to social media marketing,
you need to do your research, and talk to your audience,
and figure out what works for them and and what doesn't.
But animals is a never bad place to start.
Second, we have video game walkthroughs.
Now if you're not a gamer, this might sound really weird,
but to the gamers out there, you know.
I'm not the biggest gamer in the world,
but I do like to play some Star Wars,
some Call of Duty, Harry Potter, things like that.
And I will admit there have been very many times
where I get stuck, and I go to YouTube,
and I watch other people beat that level
and I find out how to do it.
So that's really interesting.
Now, three and four is what we're gonna be focusing
a lot for this course.
How-to guides and product reviews.
I felt like most people are gonna be creating
this type of content the most, whether it be B2B, B2C,
and so I thought it'd be a good place to start with there.
Now, the rest of the lists, we have celebrity gossip, vlogs,
comedy, shopping, unboxing videos, educational videos.
I would kind of classify those more into how-to guides.
Then we have parodies and pranks.
All can be used by brands.
It depends upon the campaign, but I felt like for this video
we're gonna focus mostly on product reviews,
what are they, tips and tricks, examples,
and then we're gonna talk about product review.
So let's get going on the how-to guides.
Here are some of the benefits that you'll see a lot
when you use how-to guides.
Number one, you're gonna be seeing
a lot of expertise in these videos.
How-to guides allow businesses to showcase their knowledge.
It allows your audience to know,
"Hey, these guys know what they're talking about."
It creates brand loyalty.
As you provide answers in fun and engaging ways
to your audience, that creates loyalty.
It lets lets people know, "Hey,
if I've got questions about how to make cakes,
build a deck, beat a video game,
I know I can go to this YouTube channel
and they always will be there for me."
Also driving tons of organic traffic.
This goes back to what we talked about in video one,
YouTube being owned by Google
and being the world's second largest search engine.
The more how-to videos you have that match up
to what people are searching for the better,
which then increases your brand exposure
and also does a great job of enhancing engagement
and social sharing.
My wife and I, the last couple of years,
we've done a lot of house projects,
from finishing our basement to yard,
and we're always sharing videos back and forth
on YouTube, on Instagram, whatever the case may be.
And so the more shareable that you can create your content,
the better.
Now, here is example.
So let's go back to what I just mentioned.
Our current house, we're here in South Carolina,
which means everything grows.
We have a yard, and our yard needed a lot of work.
And one of the things we need to do was to build a pathway.
And one of the very first things I did,
Googled how to install stairs, how to build a pathway,
and the first 10 results were all YouTube videos.
And so Lowe's saw this.
They are in the business of helping regular people
fix their homes, fix their yards.
So they have created whole series of how-to videos,
from everything from how to paint,
to how to install a dishwasher,
to how to install a paver walkway.
Now, this definitely does lean more towards
that B2C kinda realm, but again,
B2B brands can still use these.
For my current job with PandaDoc,
we do all kinds of how-to guides on YouTube
from how to create documents, how to create an e-signature,
all of that.
Those are gonna be the bread and butter
of what you're gonna be seeing on YouTube.
So here's a few more benefits
that I feel like how-to guides have.
They are a great way to expand the reach of your audience.
YouTube has a global audience,
and how-to guides can help businesses reach people
beyond their immediate geographical location, which is key.
They showcase your products and services in action.
That is one of the most valuable things
that social media marketers can do on YouTube
is to show your product, your brand in action.
People don't have time to read complicated,
step-by-step, MapQuest-like directions,
they wanna see things in real life.
This was something that was really important to me
as I was finishing my basement in our previous house,
when we lived in Utah.
I had no idea how to wire outlets,
or lights, or anything like that.
And so I needed to see YouTube videos that were slow,
'cause I needed to see things done slowly
so I could stay caught up and definitely at my level,
on that beginner level.
And that was really helpful for me to know.
And again, last but not least is that it establishes
that long-term value.
One of the most important things that social media
marketers need to do is to create a community
with the content that we put out there on social.
If it's not gonna help someone, it's not gonna educate,
make people laugh, inspire, it is not worth doing.
It's just gonna get lost in the noise of YouTube
or any other social channel that you are using.
So that's why it's so important
that you create that long-term value.
Okay, how to guide some tips and stricks.
Tips and tricks, excuse me.
Instructional videos should possess clarity
in conveying their intended message
and be easily comprehensible for viewers to follow.
Now, I think this is important to remember
that how-to guides, I think,
need to be done by different levels.
Beginners, intermediate, advanced.
That way you can cover the whole spectrum of people
that are gonna be Googling how to make a cake,
how to wire an outlet, how to paint a house.
I got really frustrated when we were finishing our basement,
and I kept finding videos that were advanced,
or they would go too fast and they would not
get into the minutiae.
That's what I really wanted to know.
On the flip side, I'm sure there are more experienced DIYers
that saw these videos and were like,
"Why am I trying to figure out what the black wire does,
and the white wire, and where did the outlets go?
I don't need to know that."
So again, that's why it's so important
to know your audience, create a nice depth of content,
and make it really clear.
And if you're creating these videos
and you're feeling like, "Oh my gosh,
this is the most basic of basics," that's okay.
Because a lot of times too, what we just talked
about in the previous audience, YouTube is global.
You may have people who are watching your content
and English is not their first language.
And so the more clear and concise you can be, the better.
Also, Screencast videos, like I'm using right now
to create this content, are another great way
to create how-to videos, because they offer
that visual reinforcement to not just audio.
People need to have those two combined.
It sounds really simple, but again,
that's what people want to see.
They wanna be able to follow through.
We use this a lot with our software.
We have our software up and running,
we do a Screencast video, and we just walk people through
how to do e-signatures and videos,
Whatever you you can think of,
we wanna make sure we're doing our very best
showing the minutiae of what we're doing with our software.
Okay, moving on.
Let's talk about product reviews.
So some benefits, trustworthy opinions.
I said it last video, I'll say it this video,
I'll probably say it in our next video,
people want to see people on social
because they trust them over brands.
And so when you can have influencers,
both internal and external, talking about your product,
that's what people want to see.
It allows, again, to have that visual demonstration.
It allows people to have informed purchase decisions.
That user interactions, the best YouTube channels
have people dedicated to going to the comments,
even though that can be a really scary place sometimes,
and it's their job to answer questions,
direct people to other videos,
direct them back to their site,
and that's a great way to have that interaction.
And also the influencer endorsement,
which we've already talked about.
If you have already an established home builder,
or electrician, or whatever the case may be,
that's reviewing your product, that's what you want.
Because again, people trust people.
Let's do a quick little example of this.
Now, this may sound really lame and kind of dumb,
and I've mentioned this before,
YouTube is a place for everybody.
So I have a love for all things Nerf.
I'm a nineties kid, I love...
My brothers and I and sister would play with Nerf,
from their darts and bows and arrows, to their footballs,
whatever the case may be, loved it.
And now it's kind of fun that I have adult money
and I have kids of my own.
I kinda want to share my love for them as well.
But one of the hardest things that I remember growing up,
going to Toys"R"Us, which just shows how old I am,
being a geriatric millennial,
you didn't know what these Nerf guns actually did.
Were they good, did they work properly?
Whatever the case may be.
Now with YouTube, there are a whole world of Nerf people
that get these toys and review them.
And this is one, LordDraconical, I think is how you do it.
My wife makes fun of me all the time whenever I go to here,
but he does great content.
He gets the guns, he tests 'em, shoots 'em,
tests their speed, their ease of use, and it's been great.
It's allowed me to know, that Nerf gun, that's not for me.
Or that's not really built for kids, but this one is.
And so it's been awesome.
And so long story short, there are so many people out there
just like this that build their brand
on these product reviews, and it's saved me money
and it's been awesome to see that grow.
So some tips.
Research and prepare.
You have to know your stuff.
A lot of that comes down to personal experience,
using your product, being in Nerf, being in home renovation,
whatever the case may be, to know what you're talking about.
And that leads into the second point
of being honest and transparent.
If you're getting paid, say it.
If you're not getting paid, say it.
If you like it, great.
If you don't, explain why.
People want to see that genuine response
to the products that you are reviewing.
Again, show it in action.
Make sure you always include pros and cons.
Nothing is 100% great or 100% terrible,
there's gonna be nuance.
And also make sure you optimize it for search,
'cause again, that SEO is gonna be key.
Another review is...
This is a great video review from Think Media.
They do a fantastic job going through tips and tricks
of how to do that, so I included these in the slide.
So click on that and you'll be able to watch that video.
Excuse me.
I won't show it here, it's a little bit on the long side,
but this is a great refresher course.
And that about sums up what we're doing
with YouTube this week.
As always, if you have questions, concerns, complaints,
shoot me an email.
But I look forward to seeing you guys
for our next video in video three,
where we're gonna be digging into some use cases,
some things that I've done, some other examples
of what you can do to create awesome YouTube content.
Thanks everybody.