YouTube allows users to upload, view, rate, share, add to playlists, report, comment on videos, and subscribe to other users. It offers a wide variety of user-generated and corporate media videos. Available content includes video clips, TV show clips, music videos, short and documentary films, audio recordings, movie trailers, live streams, and other content such as video blogging, short original videos, and educational videos. Most content on YouTube is uploaded by individuals, but media corporations including CBS, the BBC, Vevo, and Hulu offer some of their material via YouTube as part of the YouTube partnership program. Unregistered users can only watch videos on the site, while registered users are permitted to upload an unlimited number of videos and add comments to videos. Videos deemed potentially inappropriate are available only to registered users affirming themselves to be at least 18 years old.
YouTube and selected creators earn advertising revenue from Google AdSense, a program which targets ads according to site content and audience.
When it comes to marketing yourself on YouTube, there is really only one golden rule you need to know—and yet, it’s the most difficult one for everyone to execute.
Volume. Wins. Ask any full-time YouTuber, social celebrity, successful vlogger, or brand on YouTube and they will tell you that their viewership rose as soon as they started increasing their volume. Now, there is a tipping point, and you can’t simply be publishing rubbish content and expect it to perform well. The perfect intersection is quality content but published on an extremely regular basis—but it’s the regularity that often gets glossed over.
The reason so many people struggle with this is because, well, consistency is hard work. But every successful content creator out there knows the value: when you publish content on a regular basis, you create a cadence with your audience.
Your YouTube channel for business gives you access to the Analytics tab, which contains a ton of stats related to your channel. Look here for quantitative insights on your channel and your audience’s behavior, including your view counts, average watch time, revenues generated, and interaction rate across videos.
The Analytics tab also contains valuable data on your subscriber demographics.
Even if you think you know who your subscribers are, pay close attention to what you find under the Demographics tab. This data will help you move beyond assumptions and feel confident that you’re reaching the right audience.
Tracking audience analytics is a win-win. If your assumptions about your subscribers are confirmed, that’s great: you’re now certain you’re reaching the right audience.