For tech-watchers, keen entrepreneurs and business owners everywhere, YouTube has proved to be a reliable source of information as well as a useful guide when it comes to tackling tricky problems within the workplace. But for that very self-same group of people, the super platform, purchased by Google in 2006, perhaps isn’t that well recognised as a huge entertainment portal where virality can be studied up close and personal in the hope of potential deconstruction.
Knowing how to go viral on YouTube, thanks to the stars who dominate the medium, provides plenty of business and marketing lessons in itself. Here we take a look at five of the most common themes that some of YouTube’s most subscribed “beauty bloggers” suggest helps them reach unprecedented engagement numbers.
Production Consistency
According to Tati Westbrook of GlamLifeGuru, working hard in the editing suite on a Dell to produce more weekly videos for an audience is one way in which to expand an audience and build a reliable following. Aiming to up the quantity of new videos and impose a strict work and editorial schedule has enabled her increase not only her number of views but also subscribers. Organisation and consistency, when coupled with quantity, can be a great boon to business.
Carefully Considered Voice
Thinking about how you present yourself and communicate your message is also hugely important when it comes to analysing what sticks with an audience and what doesn’t in the realm of YouTube. Kandee Johnson, creator of videos on her self-named channel, suggests the recipe of her success is in a large part down to her ability to simply talk to people clearly and in a way that is both personal and social. Any hopes of viral marketing within big business should also pay strong adherence to this message.
Engage and Turn Over the Conversation
Chelsea Crockett, another successful YouTuber going under the moniker BeautyLiciousInsider, claims that engagement is hugely important to gaining traction and speaking to the hearts and minds of people. Regularly taking the time in her messages to thank her viewers and directly address their questions has gone a long way toward building the support and loyalty that have helped elevate her as a personality.
Businesses doing likewise, that also take the time to engage with customers and communicate with them to show they listen, are also making great strides in building a robust brand reputation.
Medium and Message
One final lesson to learn from the virality of YouTube is that it’s all about medium when it comes to building a brand and cementing a solid reputation. Ellie Koda, another self-named YouTube personality, mentions exactly that. According to her, the message about promoting body acceptance and self-esteem is best met when fused with the medium of video. Doing it through another medium simply wouldn’t carry the same weight.
Businesses too can learn a lot from considering the mediums in which they choose to market and distribute their offer. What works for one, doesn’t work for all. As many of these YouTubers have helped to show.
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