How to develop a channel on YouTube: 6 Steps to effective promotion

The popularity of any site - it is the result of a routine and regular work. As a general rule, it should be no less rapid decline in the rapid rise, and pills of success does not exist. If you're ready for the complexity and constant work on the channel, let's see, where to begin.

1. Decide on a theme resource

If you create a YouTube-channel for business, there is still easily. Probably the resource theme will suit the needs of your customers and meet the professional activity. For example, if you are doing repairsBe relevant channel is about how not to commit 100 500 error in the choice of colors and masters teams.

If you want to shoot a personal blog, it's a little more complicated. You need to decide what will be your channel. Ask yourself: what can I shoot? What I understand?

Here are the most popular channels of topics:

• lifestyle / vlogs (rented their lives);
• games;
• interview (DUD, hello);
instagram viewer
• business (It has become particularly popular in recent years);
• cars;
• shows and humor;
• uzkoprofilnye directions: cooking, building, and so on.

Full list of categories is on YouTube. It can be seen in the menu when you load a video on the channel.

If some segments have seemed suitable to you, try it. Remember that the content should be interesting, sincere and inclusive.

2. Analyze competition

So you've decided now it's small! Joke.

First it is necessary to analyze the competitors' channels that you will be guided.

Pay attention to:

• quality of content, the presence of columns;
• Regular release;
• the average number of views channel;
• the number of subscribers;
• involvement;
• general fidbek from the audience about the content.

There is a free widget for analysis, for example BeSeed Engage View or vidIQ Vision.

Analysis of competitors should conduct a monthly basis. So you can be a trend and draw ideas for channel promotion.

The reverse situation: the competition in your segment will not appear. Most often it is said that you have selected is too narrow a niche and theme channel simply not interested audience.

Keep in mind that YouTube - a search engine, so you should always double-check the capacity of the selected segment. If your topic requests not, think about what you want from life. The issue of monetization will be exactly out of place, but simply a presence on the ground will never cover the costs of production and content promotion.

3. Develop a grid in content

With the direction of the channel, we have determined competitors examined. It's time to move on to the practice.
Before you start shooting video, do not forget to create a content plan. Without planning the filming process will be chaotic. It's boring, but who said that it is always going to be fun?

Ask yourself these questions:

• How often you will be able to publish the video?
• What will each issue?
• What formats videos on the channel?

It is very important to regularly, the viewer has to get used to your channel. If you decide to publish content every week, do not go out of the schedule.

On fact, Google came up with all of us and proposed a rule 3H. It is simple, allowing dilute the content grid and work to increase the audience of subscribers. As you know, usually it consists of three components.

Hygiene-content - content by keyword. He's content how to ( «as ..."). We're back to the capacity of keywords and remove the video for them. What is plus? In the future, we obtain a free search traffic from the output of video sources. It can often be seen pumped channels with over 500,000 subscribers, although the quality of content is usually not impressive. They are united by one thing: the authors removed the video for viewers expired requests.

example - channel Olga Papsuevoy. How do you think we have stumbled on him? But not guessed, just like fry zucchini.

Hub-content - draws the viewer content. This may be the show, the launch of new columns and so on. This content should be timeless and always interested audience. Hub-videos need to involve the viewer in the view and the constant influx of new subscribers.

Example - shows "Vechervecher"With entertaining videos on the channel Stand-Up Club # 1.

Hero - content-gun. This may be a viral video clip, which causes strong emotions, video Celebrity. These videos can be published once in 1-3 months.

You want an example? Revise Nike advertising.

Guided by the rules 3H, you'll be able to:

• prepare headings and content grid for the future in SEO-promotion;
• use the content for an integrated brand promotion;
• to work hard to attract viewers.

Yes, to promote the channel and spend the money still have to. But first, let's create it.

4. Create a YouTube channel

You need to work out a corporate resource style: Cover and channel logo must be performed in a single style. Screensavers rollers better draw in channel style with text and frames from the video. They should make every effort to involve the viewer to view and improve the conversion of the display in a click.

To optimize the rollers need to consider the unique title and description, and tags - how-to videos and channel. Tags should be around 15, and they must reflect the theme of the video. It would be helpful if they would duplicate the channel name and your movie.

The main channel page, you can put a trailer - a short video about the essence of your channel. If not, you can use the next release.

Do not forget to prepare the subscription link on the channel and drive it through sokraschatel links. It will track the number of clicks and user subscriptions.

If you have a website, it can also be associated with the channel. To do this, go to "Creator studio"And find the section" linked site. "

Also in the video, you can embed endkardy - Special clickable cards with links to subscribe, other videos and resources. It should add a minimum subscription and the most popular video channel (or previous video).

In the description of the channel enter your contacts, links to social network (If any) and briefly describe what the resource. Everything should be short and to the point.

5. Promote your channel

So, everything is ready: you have the channel content, you are delicious. But something is popular does not come. To expedite the process should stock up bag with gold and plan promotion channel using paid tools.

Let's look at YouTube-channel formats promotion, which are often used in practice.

Google Ads (In-Stream and Discovery)

In-Stream - is a video that is embedded as advertising in other YouTube videos. Promotional videos can be placed in the beginning of the video (preroll), in the middle (midroll) or end (postroll). What commercials broadcast advertising is up to you.

You can flexibly customize the advertising campaign by gender, age, geography, interests, and other parameters. When properly configured, the audience you will broadcast commercials only to those who are really interesting. Do not look for good engagement metrics, if the preroll about financial services before you show anime movies.

In the format of In-Stream has a big disadvantage - navyazannost user. You do not offer watch video, you burst into life and forced the viewer to advertise. It is important to understand: to In-Stream format to work, you must choose the right audience, make video useful, interesting and quality.

This negative format devoid of Discovery. Your video is in the block "Recommended" and on other pages of YouTube. Playback is at the viewer's request - on click. So you reduce the percentage of disinterested spectators, and your video will look only those who wanted to see it myself. The format allows to obtain a large depth of view and a high percentage of conversion desired effect (e.g., a subscription channel) with a minimum number of negative.

But it is not without its drawbacks. Discovery format is more expensive than the In-Stream, sometimes the price can be 1.5-2 times higher.

Sowing

This spread roller beyond YouTube - on the various thematic areas. Seeding may be manual or automatic (via special platforms). The main plus of seeding - the ability to quickly get a lot of organic and of viral views, raise seat video in search results. Viral views can be from 10% to 200-300%, and sometimes even more. The downside is the lack of a clear format targeting by gender and age, and the inapplicability of narrow niches.

Recently, sowing has changed a lot and was only possible on the web. Roller Pets in YouTube-player in the social network "VKontakte" will not work: just do not zachtutsya views on the video sharing site, and the post will rarely appear in the tapes social network users.

Buying placements (Telegram, «VKontakte" and so on)

The advantages of buying placements in thematic communities include the following features:

• adapted accommodation for every community that will give nativity advertising campaign;
• redeem placement on a specific date and time to create a detailed timing of placements up to the minute;
• work through "narrow" area, which in the crop may simply not be;
• receive higher scores CTR and conversion to the title action (subscription).

Cons are obvious: it is time consuming, not always fast and conjugate with the process of financial risk management (administrators can simply "throw money").

Collaboration with bloggers

Let's be honest. If you have a small channel, you can not even try to get the collaboration with major bloggersThey write hundreds just like you.

Work with bloggers can be expensive, but do not give a tangible result. If you understand this and are willing to risk, sincerely wish you good luck.

The process is much like working with the public servers Promopost in "VKontakte" and Telegram-channels. The key to success - well-chosen blogger who fit your target audience and is able to implement the promotion of properly.

Formats with several bloggers:

• Integration - short insert with advertising promise about you and your channel.
• Exclusive - private movie about you and that which you are cool. The format used in virtually stopped promoting personal channels.
• Sharing video. This format is the most effective, as it allows you to show off your own audience blogger and coerce her to view your videos. I urge you to be honest, do not build from a friends, simulated shooting videos. All the same, people will know the truth, and then you will have to disable the huskies and dizlayki channel.

6. analyze the result

Done! You have done almost everything to make your video achieved success and recognition. It remains to analyze the results of the promotion and use this data to improve efficiency.

Tools for analysis

There are built-in and third-party services:

• built: YouTube AnalyticsStatistics in Facebook, "VKontakte", "Classmates".
• Third-party: LiveDune, Socialbakers, VidIQ, Dislikemeter and others.

Internal tools as transparent and intuitive. Most likely, you had to meet with them, even in everyday life. They allow you to track the number of views and interactions with the roller (likes, comments, clicks), the viewing depth by socio-demographic characteristics and geography of users.

External tools are commonly used in addition to domestic, to check on the "purity" of a blogger account or group: often at default KPI they can cheat clicks, huskies, comments or views, so as not to disappoint the customer. With the test can help or services Livedune Dislikemeter.

important figures

Let us examine the metrics for which you'll need to navigate:

• CPV - cost per view. It is believed by the formula: advertising budget / total number of views obtained.
• CTR% - figure CTR roller. The ratio of conversions to link to impressions or views.
• CPA - conversion into action: registration, purchase, subscription. The metric is relevant when there is data about user activity after the transition.
• Engagement Rate - rate of involvement. The ratio of the sum of all interactions with advertising content (huskies, comments, clicks) to the impression or ad views.
• The depth of view - audience retention. Determines to what point the audience watching your video. Measured in quartiles. One of the most important, but underrated metrics: it rarely include KPI campaign, but that retention rate allows users to assess the level of interest in the video and the product.

In general, the success of your video depends on two factors: the quality of video and properly selected audience (targeting). If a video is low engagement rate, it means that the roller does not cause desire to interact with him or you selected the wrong audience. Try changing video format or to experiment with targeting. Test new hypotheses.

---

Let's sum up the results.

HYIP magic pill does not exist, and the question of promotion must be approached thoughtfully and strategically. channel development only makes sense if it is a constant, regular activity, not a one-time activity.

So once again analyze the competition, create a content plan, consider all the internal resources, reserves resources to promote and make a decision on the project is started.

You will have to wait a fascinating and controversial world of video distribution. You have to be open: how to experiment and to routine work with statistics. Create a channel and each ad placement - it is an invaluable experience that will build the right and, most importantly, the best strategy to promote you and your brand in the future.