YouTube has the largest audience and use base of all the social video production company channels. On one hand, finding video viewers can be easier, since there are more eyes on the site. But findings viewers can be harder too, since there’s so much more content to compete with. The most recent addition to the YouTube Creator Playbook (so recent it’s still unpublished), offers tips for pushing content through the digital noise of the site.
Reaching All Audiences
The strategy: “Optimize videos and create content to reach the widest audience possible.”
Why it works: “Overcoming the language/cultural barrier will allow you to reach out to untapped audiences that can help propel viewership growth.”
How to do it: “Use online tools to create captions for your videos and create content that can transcend cultural differences.”
In order for the strategy to work, your content should already demonstrate some global appeal. This is measured by YouTube’s built-in analytics function, which shows you where in the world your content is being watched. If the content is being viewed internationally, then your videos are ripe for international optimization.
For starters, you may want to polish or re-edit content so that it jives with multi-language subtitles. You can also use YouTube analytics to find similar channels with global audiences, and reach out to these users in an effort to cross promote both channels. Consider which languages you want to emphasize based on the analytics data, and create captions in target languages by uploading transcriptions to YouTube or by asking your fans to help translate. YouTube’s CaptionTube lets fans create captions for videos. Don’t forget to advertise the captions either, by mentioning them in the video, the video’s info box, or by using a pop-up annotations.
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