Alice Corner — May 4, 2020 
mohamed_hassan / Pixabay
Have you ever heard the phrase “show, don’t tell”?
Well that phrase is the exact reason that YouTube is the secret to your branding success.
Branding for small businesses revolves around two trains of thought. One is that your brand should be representative of who you are completely and be very straight forward and to the point. And the other is that your brand should tell a story. YouTube is a really way to reinforce whichever avenue you prefer.
Because YouTube is a great way to engage your audience with your company brand. Everything from company culture videos, product reviews, thought leadership videos, webinars, or skill sharing videos can be a great way to reaffirm who you are as a company. Show people who you are via YouTube.
5 billion videos are watched on YouTube every single day, which is a lot of people and a captive audience. A lot of your existing customers will already be on YouTube as well. It’s widely reported that the average attention span is 8.25 seconds which isn’t very long at all. But those 8.25 seconds will be much more effective if you’re using them to engage your audience in a video, as opposed to plain text on a website.
Using videos to reinforce your branding is something that the biggest and the best businesses already do on a regular basis. Nike use their YouTube platform to provide workout videos – featuring their equipment and clothing. By providing this additional value for Nike customers, the company is branding itself as the “go to” for fitness.
And it’s not only the content you create that can help reinforce your business branding. Your YouTube channel features a channel banner image that you can use to promote your other social networks, or as a way to share your business tag line. There’s also an “about” section where you can include links outside of YouTube, and really share more information about who you are as a brand.
It’s free real estate.
YouTube, of course, isn’t the only place that you can use video marketing as a branding tool. Most social media sites allow native videos. Native videos are ones that have been uploaded directly on to the social media sit, as opposed to being shared via a YouTube link. What’s more is that sites tend to love native videos and will prioritize them in the algorithm. After all, if people are watching videos you’ve uploaded on LinkedIn, people are spending more time “on site” on LinkedIn. And LinkedIn’s main goal is to get users who spend a lot of time on their site.
One of the main problems companies face when trying to develop or establish a brand is it’s very difficult to get audience to buy in to your brand. The easiest way to overcome this problem is to explain to your audience why they should trust you. Creating videos is one of the best ways you can do that.
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