IMF Business School · Masters in Marketing and Digital Communication Online or in person · Double degree · Up to 70% scholarship · Job and internship exchange ACL DirectPromo · We know about Relationship Marketing We are experts in loyalty and incentives · We like to create unique experiences. It is more than proven that Millennials are abandoning television by force, and you have decided that you have to be on YouTube to be able to communicate with them. Many brands have done an excellent job on Facebook, Twitter and even on Instagram, but they don’t really know why, their YouTube channel is a site that nobody visits. If this is your case, don’t worry, you are not the only one. In fact, in data from 2014, 70% of brand videos did not even have 1000 views or reproductions.

In recent years we have seen everything. From people who are very clear about  Italy Email Database do very good things on YouTube, to people who thought they were clear about it and have crashed loudly. Many of the mistakes that are made are quite common. For this reason, from Burson-Marsteller and by the hand of Felipe Jiménez Luna, director, filmmaker, copywriter and head of Tuiwok Estudios (Endemol Shine Beyond Iberia), they have decided to launch as a guide, a small report that reveals the 10 ways of failing with a brand strategy on YouTube.

1.Use YouTube as the site where you upload your ads This is usually the most common evil. Upload the videos of the campaign when it is active and do not upload anything again for the next three months. Also, many of those videos even have the same thumbnail. You just have to think of YouTube as one more social network to understand it. If you upload constant and regular content that you feed Facebook, Twitter and Instagram, why not do it on YouTube?

2.Not be part of a community, Yes, here we are going to talk about YouTubers, but they are really the ones that make up the YouTube Community. Just as if we premiered a television program we would go through programs such as Zappeando or El hormiguero, if we want to premiere on the platform, its prescribers are the ones who will best tell the Community that we have just arrived. And YouTube is a community, you have to answer your audience. Hear them, learn from them, answer them. Yes, exactly the same as you do on Twitter.

3 don’t think about building an audience, If we had to stick with only one metric to see how our channel is performing, and only one, it would not be the number of views, but the number of subscribers. Having a good number of subscribers ensures us a base of viewers who will see our videos as we upload them, and they will be the ones who start to share and viralize it. They are our best brand ambassadors.

4.Think about communicating brand messages in the same way as we do on television, Nobody tears their clothes for the internal moments on television, when the presenter goes to a corner of the set with a still life of the product and begins to talk about its virtues. Something like this would be unthinkable on YouTube. There is a whole generation that has not even seen the inner moments on television. The messages have to be more spontaneous, more conversational. And above all they have to be interesting content, either because it entertains, invites reflection or even because it explains the product in detail. Let’s not forget that YouTube is full of tutorials and unboxings.

5.Use Adwords as the beginning and the end of all things, Adwords is a fantastic tool that allows us to reach our audience, and even accumulate Watchtime so that the videos gain in positioning. In fact we use it as one of the basic strategies to start a channel. But it should be seen as a complement. If we want a successful life on the platform, our goal is to find a solid base of subscribers who want to see our content organically. They may see our video when we push it with Adwords, but they do not want to subscribe to our channel, because we have thought about making an advertisement rather than making content relevant to the user. Try to put part of the investment also in Display. This way you will know if the title, description and thumbnail are attractive enough for people to click to see it. And reserve part of that money in other more organic strategies such as the recommendation by in? Uencers.

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