THE POWER OF YOUTUBE As the worldwide phenomenon celebrates its 10th anniversary, Carly Baker, Marketing Manager of Yale Door and Window Solutions, looks at the rise of YouTube. Back in April 2005 when YouTube’s co-founder, Jawed Karim, uploaded a 19 second clip video titled "Me at the zoo" no one could ever have predicted this would be the birth of a media platform that would change the way we consume and generate video content. A decade later, with more than a billion users and 300 hours of video being uploaded every minute*, the power and influence of YouTube is undeniable. Every day people watch hundreds of millions of hours on YouTube and generate billions of views*. It’s an incredibly effective, and not to mention free, medium to use, but many businesses don’t make use of the opportunities offered by this platform. So here, Yale gives top tips on how to make the most of YouTube. Getting started If you are setting up a YouTube channel from scratch then you’ll need to create a Gmail account, as YouTube works hand in hand with Google. Once you’ve set up your channel and chosen a username then you need to make sure the videos you’re uploading are engaging if you want them to be viewed and shared. Once you start uploading videos to your YouTube channel this provides rich, engaging content which can also be used on your company website. By placing even the simplest of YouTube videos about your business or products on to your website you will immediately stand apart from the crowd. Lend a helping hand Do you get asked the same questions from your customers time and time again? Why not create a short video that answers a question or solves a problem? “How to” videos have proven to be very popular, and if your helping to answer a common query then this can help to improve your YouTube ranking. People often want to be educated about products and services. By producing informative videos you can help to build your credibility. Make sure you’re seen The secret to YouTube success lies in taking the time to optimise your videos for SEO, to rank higher in the search engines and guarantee more traffic than your competitors. There are some simple steps you can take to help achieve this… Be descriptive YouTube and Google rely on the text surrounding the video to understand what it is about. The more YouTube knows about your video, the easier it is to rank it for target keywords, so make sure you don’t leave the description box blank. Spread the word It may sound obvious, but sharing is key to getting your video seen. Online communities like LinkedIn and Facebook groups are fantastic platforms to drive traffic to your video. The number and quality of your video views is one of the most important YouTube ranking factors, so getting views from targeted online communities such as LinkedIn is ideal. If you have branded social media channels, such as Twitter, then make sure you’re posting links from those too. “Give it a thumbs up and hit subscribe” YouTube’s algorithm doesn’t use backlinks; therefore it puts a lot emphasis on user experience signals. In simple terms, if people enjoy watching your video, it will feature higher in the YouTube search engine. Subscribing and liking are two of the most important user experience signals that YouTube uses. To encourage people to subscribe to your channel, meaning they are notified every time you upload a new video, as well as linking to it from you website and social media channels, ensure it’s listed on any marketing or sales collateral. Get organised An easy way to get more YouTube search traffic is to organise your videos into playlists using keywords. A keyword-rich playlist gives YouTube deeper information about your video’s topic and makes it more searchable. If you follow these simple steps then you can make sure your videos stand out from the crowd and make the most of world’s top video sharing site. For further information about Yale Door and Window Solutions please visit www.yaledoorandwindowsolutions.co.uk or follow @YaleDWS on Twitter.