YouTube presents a lot of opportunities for marketers to expand their reach and earn new subscribers and potential customers.
Like any marketing-friendly platform, however, YouTube does have its pitfalls if not utilised correctly. In this blog, I will be looking at five common basic mistakes marketers and businesses make on the platform that can cost them views, subscribers and customers.
1. You upload inconsistently
The worst thing you can do when trying to build a YouTube presence is to be inconsistent with how often you actually upload. You won't truly benefit from uploading three videos in one week, then following it up with a month of zero activity. The better approach is to perhaps upload one video per week or whatever you know you can afford to pull off with greater consistency.
Consistency means those who subscribe will know when to expect a new video from you, you'll keep your channel active and attract new viewers and, overall, you'll prove you take your YouTube presence seriously.
2. Your videos are boring
Even if you upload consistently, you may find that your videos aren't getting the amount of views or audience retention you were perhaps hoping for. While it may not be a definitive factor, you should look over your videos to see whether or not they're actually boring.
While it can be hard to not be subjective towards your own creations, you do need to take time out to actually consider whether or not videos could do with a boost of personality or charisma. Maybe your video is too technical, maybe your voice is too monotone or maybe it simply is speaking about something that is a little too specific that not enough people are going to care about.
We have short attention spans, that's a simple fact about people. So we will not sit around if a video fails to capture our interest. Captivate your audience from the get-go and then maintain your momentum by keeping things interesting, humorous, informative and valuable. Then, at the end of the video, you can provide a link/CTA to a quality landing page to capture some leads.
3. Your videos are too long
Chances are you've come across videos on YouTube that run the span of 30 minutes and have noticed that they get a good number of views, so you think you can do the same. But here's two important things to note:
- That YouTube channel could already be extremely popular, which means they can feel more free to upload longer videos - just take a look at their subscriber numbers
- Views just account for how many people clicked on the video - so they could've clicked on, realised how big the video was, then backed out
Remember that a longer video would be just the same as if I decided that this blog needed to be a few thousand words longer. Sure, some may be willing to read through an extra few thousand words, but it certainly won't be as many who would be willing to read the blog in its current form.
The point is, a long video will be overwhelming to viewers, especially when you're only starting out on YouTube. You need to keep it short and sweet at first. Then, as you build a reputation and a strong list of subscribers, you can try increasing the length of your videos and see how well they're received.
4. You ignore analytics and feedback
YouTube comes with a host of useful analytics that will show you how many views your videos received, overall amount of minutes viewed, average viewer retention, likes and dislikes, and more. It's important to not forget to take a look at these as they can give you a good idea of what's working and what isn't.
For example, you can check the audience retention for a video to see how long people really are watching it for on average. This would be a great way to gauge what could be the sweet spot for your video lengths. Maybe 10 minutes is fine or maybe 5 minutes is as far as you should push it.
Also don't ignore feedback from friends, family and the YouTube community. If people are saying the videos are too long, need more personality, that the audio needs to be levelled better or any other type of feedback, take it on board. You don't go on YouTube to make videos for yourself, you go on YouTube to make videos for an audience.
5. You fret over results
Okay, analytics are absolutely important, but they're not something to lose your mind over. If your videos aren't performing as well as you hoped, don't throw in the towel and weep over a failed endeavour. Make adjustments and then measure how they go. It's all about refinement and patience. You're not going to nail your presence straight away, so don't fret when you have changes to make.
What other mistakes would you avoid on YouTube? Share them with us in the comments below.