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3 Strategies for Reaching the Right Audience with Your Video Content

As a budding YouTuber and brand advocate, you spend a lot of time creating and distributing your video content. If you’ve developed a successful strategy, chances are you have a dedicated following of relevant viewers that, in return for quality content, reward you with YouTube views and social shares. However, if your strategy isn’t so hot your content may have failed to attract the kind of attention and engagement you’d hoped for.

The difference between a popular YouTuber that brands are dying to work with and an unknown YouTuber isn’t necessarily the type or quality of content the YouTuber produces (though it does play an important role). More often than not, unknown YouTubers just haven’t been able to reach the right audience.

What do we mean when we say the “right audience?” These are the viewers that are going to connect with you and your content, share it across social networks and keep coming back to your channel for more. Getting your videos in front of these eyeballs, however, is no easy task. So below, we’ve outlined three strategies you can use to reach the right viewers while building a dedicated fan base that will appeal to brands.

1. Schedule Videos for Maximum Engagement

Engagement in the form of likes, shares and conversations is what will catapult your video outside of your own social networks and onto the feeds of potential fans. People are more likely to watch videos shared by friends, so optimizing your uploads for engagement is key!

It’s widely known that posting at the same time, on the same day(s) encourages viewers to keep up with your content. People are more likely to follow your channel if there is a set schedule. But which days tend to perform best when it comes to engagement? We’ve found that videos posted on Wednesdays see a +12.4% above average share rate.

Following right behind Wednesday is Tuesday, with a +9.0% above average share rate and Monday with a +5.2% above average share rate. The time of day you post your video is also incredibly important. There is a steady increase in video consumption between the hours of 8:00 a.m. and 1:00 p.m., and there is a varying peak between the hours of 2:00 p.m. and 6:00 p.m.—in other words, releasing a video at 1:00pm EST is ideal.

2. Promote Your Content Outside of YouTube

If you simply upload your content to YouTube and wait for people to find it, you’re going to have a bad time. Obviously, you’ll share your video across Facebook, Twitter and any other social profiles, but what happens after all your friends watch it and move on? Your videos could become buried under a mountain of other content, never to be found.

You have to actively search for new ways to get your videos in front of the right people. For example, develop relationships with relevant influencers, insert your video content into social conversations, and/or join online communities that you think would benefit from your videos. Though many people do spend a lot of time on YouTube, there are other channels you can use to engage viewers who may not have found your videos otherwise.

3. Invest in Paid Media

Just because you are an individual content creator doesn’t mean you can’t promote your videos like the big boys. Most brands put a paid spend behind their video marketing efforts and you can too! Keep in mind, you don’t have to spend hundreds of thousands of dollars to reach the right audience.

Find a video distribution company with a self-serve platform that you can use to define and reach a very specific target audience based on attributes like age, gender, location, interests and more. In most cases, you will be able to start a campaign for as little as $1.

The best thing about working with a platform like this is that you don’t have to do anything but plug in your video. Video distribution companies will have existing relationships with premium publishers which means your video will attract quality viewership on the sites Internet users frequent.

As a YouTuber and advocate, your main focus should be making yourself more appealing to brands. One of the best ways to do this is to attract a large audience of dedicated followers. In order to build up this fan base, however, you’ll first need to reach the right people who will watch, love and share your videos. Take into account the three strategies above when it comes to promoting your content and you’ll be sure to get it in front of the right eyeballs!




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