YouTube is a powerful and user-friendly platform for video creators. It not only allows brands to create YouTube channels to regularly update and connect with followers but offers the ability to provide content to customers that is meaningful and engaging. In fact, according to Forbes, 90% of customers say video helps them make buying decisions and 64% of customers say that seeing a video makes them more likely to buy.

In part one of our series on YouTube video marketing, we discussed how to craft a video marketing strategy. In today’s blog, we’ll go over the nuts and bolts of how to implement your vision—setting up a channel, scripting, filming, and distributing your content on YouTube.

  1. Create a YouTube business or brand channel. There is a difference between having a YouTube account and creating a channel; a “channel” generally refers to the parts of your account that you’ve chosen to make public and upload videos to. Branded YouTube channels allow for customization of design elements such as banners, color scheme, and logos which can mean integrating the channel with the whole of your brand’s design. Branded YouTube channels can also restrict users of a certain age and redirect visitors based on location, which lets brands segment their audiences according to specific requirements. To make sure you’re getting the most out of your content, branded YouTube channels also track viewership analytics which can allow for the collection and analyzation of more data. Thankfully, YouTube makes setting up a channel an easy process. These instructions can walk you through it.
  2. Develop an editorial calendar. An editorial calendar is incredibly important in helping you plan ahead with the kind of videos you want to create and to stay within a timeline of when you will need to shoot, edit, and post your videos. Editorial calendars also serve to ensure a brand’s content is consistent and integrates effectively with the company’s content marketing strategy. Even if you don’t have a fancy editorial calendar tool, you can always use free platforms like Google Calendar to organize your content calendar.
  3. Consider the length of your videos. According to Hubspot, video length should depend on the platform you host them on. In general, the most successful videos on YouTube are under two minutes. Even less than that for platforms like Facebook, Instagram, and Twitter. Videos, of course, can be longer, but it is recommended when recording a video to err on the shorter side. If you need longer than 5-10 minutes, consider breaking the video up into a series of several videos.
  4. Write a video script. Although reading from a script verbatim does not make for engaging video content, ad-libbing can be disastrous. A well thought-out and concise script will help keep you on track and on message. And don’t be afraid to rehearse your script a few times before you film; this can help avoid extra takes spent tripping over your words or forgetting what you wanted to say. You can find a video on how to write a YouTube video script on….you guessed it…YouTube.
  5. Location. Location. Location. Where you choose to film your video is important. You want the space to be well lit, soundproofed (or at least reliably quiet), and with aesthetics that suit the mood and message of your videos. This doesn’t necessarily mean putting on your fanciest garb or filming on a professional set. For example, popular vlogger, Charlie Schneider of Emergency Awesome does most of his episodes in a t-shirt, sitting at what looks like a desk in his bedroom. This works well for him because he does recap shows of pop culture TV shows and movies like Game of Thrones, Westworld, and the Avengers. If Charlie was providing financial expertise on 401(k) investing, not so much.
  6. Don’t wait until the end of your video for your call-to-action (CTA). Generally, your audience will diminish as your video goes on, so you want to make sure you show important and engaging content in the beginning.
  7. Film and edit your video. Rather than use the webcam on your computer—which will likely result in a poor quality video or sound—or film with your cell phone, consider making an investment in a better webcam to hook up to your laptop or desktop (a good option for beginners who don’t want to spend a lot of money upfront) or a DSLR and tripod (for more experienced videographers). You’ll also need video editing software since you can’t expect to film everything perfectly in one shot. Video editing software also allows you to edit your video and sound separately, and even add graphics (like an intro and/or outro) to personalize your content further. There are software options ranging from free to $200, from iMovie to Final Cut Pro; the particular software you’ll need will depend on your editing experience and what you’re trying to accomplish with your videos.
  8. Distribute your video content. Once you have your videos uploaded to YouTube, you’ll need to decide how you want to get them in front of your viewers. Will you be utilizing email marketing to let your followers know? If you don’t yet have any YouTube channel followers, will you be posting to your company’s established social media platforms? Or would you rather share your YouTube videos on your company blog?

Whether the videos people watch are educational or entertaining, it’s clear that YouTube is a captivating and profitable tool for businesses. It is a platform that allows marketers to share content in a unique, engaging, and creative way for consumers to easily view and share. So go on out there and unleash your inner Martin Scorsese on the YouTube Universe.