Whether you know it or not, all of your favorite YouTube channels have worked on their branding and optimization. Even the silliest of channels, like Smosh, have really professional level branding amongst their juvenile humour. I am going to take a deeper look at some of the YouTube celebrities so that you can understand branding from a YouTube marketing perspective. The goal is to help you get more views, more subscribers, and a little bit of fame for you or your company. Let’s look at the most successful Branding and Optimization Tactics from the Best YouTube Marketers
Effective YouTube Branding practices
Let’s get back to those Smosh guys and their branding. When they first started out, and I’m old enough to remember this, they were just two goofy guys with a webcam. They made a really stupid video of themselves goofing around to the Mortal Kombat theme song. When that was a hit the followed up with other theme songs, Pokemon being their next big hit.
What they may or may not have realized at this point is that they were establishing a brand via their content. They were the goofy guys who made theme song videos. Having a clear goal for the type of content you’ll produce is your very first, and most important branding decision. The next steps will be:
- Creating a professional land custom set of profile and header images
- Having a regular posting schedule. Youtube audiences respond best when they know when to show up and watch your newest video.
- If your video has a steady host, using a backdrop that establishes a familiar ‘place’ for your videos to be filmed. Ray William Johnson did that with his well known Watchmen comic book backdrop.
- Creating Youtube thumbnails with a consistent look to them. Do not use the images selected by YouTube from your video. Those are only consistently terrible. Learn more about creating eye-popping YouTube thumbnails.
- Use a regular presentation style. Watch that video from Ray I linked to above. You’ll see he uses the same ‘Cool Transition’ between segments, and the same ending song.
- Speaking of his ending song, intros and outros are another important element of branding. not only will they help establish your image, every video being the same, but you can also use outros to link to other videos.
These types of branding techniques need to all work together so that you can start building an ‘impression’ on YouTube users. More than anything they’re going to remember how they felt when watching your videos, attach an image to your videos that they’ll remember more than the brief video they watched.
Everyone can use a good slogan
If you don’t have a slogan on your YouTube channel you’ll never leave the computer screen and become a part of your fan’s lives. Slogans are the phrases we learn and use in our own lives when talking to friends, or just when we think of the show.
- Ray William Johnson: “I’m Ray William Johnson, and I approve this message.”
- PewDiePie: “How’s it going, bros? My name’s Pew Die Pie.” With his name being said in a high pitched voice while he wiggles his fingers in front of his face.
- How it Should Have Ended: “Because I’m BATman!”
- Epic Meal Time: “On our next episode we eat ______.”
- Philip DeFranco: “I love yo’ faces.”
- Smosh: “SHUT! UP!”
TV shows have been doing this for as long as there has been TV. From the Fonze’s “aaaay,” to Homer’s “D’oh!” you can’t deny the power of a good slogan or catchy line. Anyone can create a YouTube channel that’s watched, but it takes a good slogan to get people to really LOVE your channel and bring it into their daily life. Speaking of which, I need to lay off yelling “Because I’m BATMAN!”
Now watch below as Epic Meal Time bring this all together in one video. They have the logo profile image and custom header. A custom thumbnail for each video. They film in the same kitchen every episode. Their presentation style is unmistakable. And they have the same outro that links to different videos each time.
SEO tactics for YouTube
It all depends on the type of YouTube channel you’re creating with SEO. Some people are pure comedy channels, making ‘comedy’ a tough SEO to go after. Others are markets with a product they’d like to sell, and would like to optimize for search.
Either way, SEO is going to play a role in people finding you, branding is what’s going to keep them coming back. Getting people to remain interested in you is the real challenge and I recommend that you spend more time on it than on SEO.
Your first step in any SEO campaign is to target specific keywords. The odds are good that if you are building a YouTube channel you already have a website. That website will have data about what people are using to find you. Those are going to be words you’ll want to use.
The other obvious tool is Goodle’s Adwords. I’m on there at least twice a week looking to tweak language slightly to better attract searchers. Find out if “water cooler” is search for more often than “water coolers” and plan your keywords around that. Every little tweak is what optimization is all about.
Once you have those keywords ready in a spreadsheet you can start entering them in your:
- Title: You’re optimizing for search and for people here. Don’t keyword stuff and keep your grammar correct. If you have to change your grammar to something incorrect to make a keyword fit it’s time to rethink the entire title.
- Description: You might see this big empty space and think you can fill it with keywords, but you’re wrong. Your first goal is to optimize it for readers. The first sentence, which displays in search results, needs to be right to the point. Fit your keyword here once, and fit it naturally.
- Tags: Again, this is not a spam moment. Use your relevant keywords that fit the video, find a few synonyms that work, and connect with other categories that are related to your video content.
The last SEO tip I want to give you is all about multilingual SEO. YouTube is used by people all over the whole world. With English being the most popular second language, it may not hurt to appeal to those who are searching for your content in a different language. They may be searching in German, but if they find your video via a German keyword search but also speak English …more views for you!
The screenshot below is taken from this video by Funtoy Collector. Notice how she uses multilingual SEO in an appropriate way:
Did you like our Branding and Optimization Tactics from the Best YouTube Marketers? Do you have any cutting edge video optimization techniques that you feel I’ve missed? Let’s discuss them in the comment below!
Ernest Thompson is social marketer with a love for video on YouTube. From creation, to share, to upload, and especially social sharing, he’s always interested and invested in the process. You can learn more about his YouTube views service at the link, or you can ask him about YouTube marketing ideas in the comment section below! His favorite YouTube channel is probably Epic Rap Battles of History, but he also enjoys Epic Meal Time.