Leading Meeting Professionals

Professional Convention Management Association

June 19 2016

3 Words To Guide Your Organization’s YouTube Strategy

Mary Kane Reynolds

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YouTube is not an easy social media platform to master. For corporations and associations, the go-to destination for video content creates all kinds of challenges. How do we increase subscribers? Why isn’t anyone watching our videos? What should we do to expand our reach? These questions may be challenging, but finding the answers is critical. Whether you’re aiming to reach customers, attendees, employees or members, chances are good that they’re spending plenty of time on YouTube. With more than a billion users, YouTube reaches more 18 - 49 year-olds than any cable network in the US.

So what’s the secret? There’s no magic recipe for your YouTube strategy, but there are some key pieces to remember as you’re creating content. At C2 in Montréal, I attended a panel that included three savvy YouTube visionaries who have built loyal followings with their approaches to videos. Here’s a look at three words that surfaced from these online experts.

1) Consistency.

You invested loads of time in creating a video and you posted it on your channel. Now, can you take a break? No. “This is not a short game,” Jocelyn Mercer, Co-President, Executive Producer at CJ Mercon Productions, said. “You need to have a schedule. Your audience wants to know they can get regular content.”

Mercer’s belief in a robust schedule has paid off for “How To Cake It”, a regular series dedicated to — you guessed it — baking. The channel has more than 1.7 million subscribers.

2) Authenticity.

Rachel Cooper, the mind behind RachhLoves, reminded attendees that YouTube success does not start with slick branding or high-quality production; it begins with being real. “I invited my audience to walk through my life with me,” Cooper said. “They saw me get engaged, get married and have kids.”

Organizations aren’t going to be able to achieve this level of personal connection, but the authenticity element is still crucial. I’ve seen plenty of promotional videos for conferences that use top-notch production quality and high-energy stock music. The result? It doesn’t feel like a true look inside the meeting experience. Instead of thinking like a company, think more like a human being. Have some fun. Make mistakes. Let your guard down.

3) Patience.

“This is a marathon, not a sprint,” PL Cloutier, whose French-speaking channel has amassed more than 180,000 subscribers, said. “The viewers come in one by one.”

For organizations addicted to demonstrating ROI, this means the short-term may not feel very successful. However, if you can embrace the first two words and recognize that building a community on YouTube takes plenty of time, your efforts on the small screen will shine in the big picture.

Looking for more advice to power your promotional efforts and content creation? Check out “3 Lessons To Strengthen Your Meeting Marketing Strategy.”

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