How to Get Results on YouTube

YouTube—a mega-hub for content, a verb in its own right and the place where video reigns since 2005. It’s created its own celebrities, started trends and its influence can be seen in traditional media (I’m looking at you, late night television). You can’t deny the power of the Tube, and it’s a great tool to use if you’re a small business owner, artist, writer, gamer, or all of the above. If you’re not a digital native, or just aren’t that tech-savvy, this might feel a little overwhelming. So let’s break it down, and explore how you can make the most out of YouTube. 

Why use YouTube? 

• It’s got 20 billion monthly users
• It’s the second largest search engine (behind Google itself)
• It’s capturing 18-49 year olds more than TV, now that cord-cutting has taken off
• If used correctly, it can serve as it’s own revenue source to supplement your work
• It can increase volume of your business
• Small businesses can use YouTube to promote themselves organically, without competing with larger businesses for Google search ads

What kind of content works on YouTube?

The beauty of YouTube is that, well, really anything works on the platform, you just have to market your videos to find an audience. You really can make anything, from how-tos, news shows, vlogs, you name it. You’ve just got to get out there and make it. 

How to get started making YouTube Videos:

Yes, it can definitely be intimidating to start making videos. You might not have any video or audio equipment, or any experience with editing. While that definitely is important, creating something and getting started is more important. If you’ve got a smartphone, you can record yourself and get something edited and uploaded directly from your phone using apps like iMovie, Filmmaker Pro, and if you’re willing to spend a little bit, Adobe Rush CC. 

Once you’ve graduated from phones to some slightly more professional equipment, give some editing software a try. Thanks to YouTube, there’s plenty of free tutorials for video, photo and audio editing, as well as videos on film and lighting techniques that can help you take your videos to the next level. 

On the topic of upgrading your AV setup, while audiences will definitely notice lower quality video, they will DEFINITELY notice poor audio. If you’re looking to make a purchase that will quickly upgrade your video’s quality, start with a microphone.

YouTube Best Practices:

I’m sure you want to get started, so here are some practices you should follow if you want to get results on the platform. 

Link your videos to your work without making it feel like an ad

Put simply, people don’t like when videos are too advertise-y. You want to feel like a trusted voice, one that viewers are willing to learn more about and support financially. The most important part of your videos should be the topic at hand, not how you’re addressing it. For example, Chris Salomone (a woodworking creator who I follow) does a great job of creating content, and linking his business to the work. 

Format your title as something that someone might type into a search bar

Since YouTube is the second largest search engine, it makes sense that people are often looking for solutions to a need. If you’re making a how-to video, put that in the title. Think of it like your video is answering a question. Titles can make or break a video, so spend some time thinking about how your title will be viewed in a search query.

Make colorful, easy to read thumbnails

Just like video titles, thumbnails are incredibly important. A still from the video won’t cut it. Make sure your thumbnail describes what will be in the video. If you want to go really in depth on this topic, YouTube has a whole learning module dedicated to this for free.

Make a posting schedule and stick to it

Consistency is key on YouTube. Find a posting schedule that works with your work schedule. It doesn’t have to be more than 2 to 3 posts a week. Keeping content consistent will make sure that you stay in your subscribers’ feed, and keep your channel at the top of search results. 

Be mindful of the length of your videos

Only make your videos as long as they need to be to address the topic at hand. If it’s a “how-to” video, make sure your video tells your audience “how-to,” nothing more, nothing less. If you’re looking to make YouTube a revenue source, videos over 8 minutes can run mid-roll ads, increasing revenue. However, that doesn’t mean you always have to make videos longer than 8 minutes. Viewers typically frown upon videos that are long for the sake of being long. 

Always be testin’

Don’t be afraid to test different titles and thumbnails for videos. If a video isn’t getting the traction you’re used to getting on your channel, switch up the title or thumbnail. Even things like video length, music, and voice-overs (or lack of voice-overs) could be huge factors in the success of a video. Try long videos, try short ones. If applicable, upload one with and one without voice-over! Shake things up every now and then to see what works. 

Promote it

Embed your videos everywhere you can. Make a short write-up and embed it in your website. Cut it down and upload it to TikTok, Instagram, and Reels. Share it directly on Twitter with a link to your YouTube channel. There’s so many places to share video content, so cast a wide net. You never know who will be watching on what platform. 

If you’re inspired to get started creating content on YouTube, keep these practices in mind. Remember that your videos don’t have to be professional, you just need to make relevant content to the audiences that you’re trying to capture. We officially give you permission to go ahead and get started.