The 24 Best YouTube Growth Tips for Brands in 2023

Strategic growth tips for brands

Companies want to drive sales and build customer relationships, and YouTube is a great way to do that. Let’s talk about brand strategy when it comes to making YouTube content as a business.

Here’s what this article covers

1. Have a story worth talking about and a face to go with it

Every brand has a story, but not every brand has a story that people love talking about. The ultimate growth hack for brands is in having an audience that loves your story and connects with it. Coming up with a compelling story is a whole different challenge we discuss more in tip #4.

Having a personality to represent the brand is what really builds the connection with the audience. A good brand representative is a relatable, friendly face the community associates with your company.

The key is having a person front and center. People connect with people, not logos.

2. Obsess over search intent

Knowing the right search terms your audience is looking for is crucial. Knowing what they’re looking for when they search for it is even more powerful.

Traffic Source content strategy

Understanding YouTube search intent lets you create the right piece of content with search intent in mind. Someone might be looking for answers to basic questions, explanation of solutions, or they might actually be looking to make a purchase for the same search term.

If it’s a short term, search intent is more ambiguous because there’s more possibilities. The longer the search keyword, the more confident you can feel betting on the intent and creating content around it.

3. Identify your target audience, their platforms, & communities

This is a 2-part growth tip: You want to first know exactly who your target audience personas are, and where they spend time online and for what reasons.

If you have three core personas that are all completely different, you might have a dozen different platforms and communities to focus on between all three personas. If the three are similar, they might very well hang out in similar circles.

  • What do they watch on YouTube?
  • Which subreddits and Facebook groups are they members of?
  • Is there a paid-membership or some kind of virtual community, like trends.co that they would be part of?
  • Do they listen to podcasts? If so, which speakers and which episodes are their favorites?

The more you can identify what kind of information your audience is consuming, you can try to shape your strategy to fit into those places so they see you more often.

4. Focus on community, not views

It’s better to reach the right people than have the most views, and it’s better to build a community not just an audience.

Viewers v Audience v Community

Your community should be the result of good content, be it video or written content. Your viewers on YouTube will be different every single day, but your community will come back again and again. Viewers eventually become your audience by regularly being interested in what you have to say.

Your audience becomes your community the more they engage and become your fans. The best way to keep people interested is to provide value with every video.

5. Solve problems with your content

The best YouTube videos entertain and inform at the same time, but good quality information should come first if you’re trying to build a relationship with your audience and potential customers. The “problems” your customers are worried about will vary depending on your industry, but the basic ones will usually always be:

Cost

  • How much is it?
  • Why does it cost this much?
  • What value does it give people?
  • Why would someone spend (or not spend) a certain amount for it?

Factors

  • Who is your product or service made for?
  • Who is it NOT made for?
  • What should somebody look into before purchasing?

Comparisons

  • How do you compare to solutions that already exist?
  • How are competitors better than you?
  • How are you better than competitors?
  • Which buyers should choose you?
  • And which buyers might be better choosing a competitor? This could be based on someone’s personality, habits, personal preferences, and what their budget is.

6. Optimize for google search with chapters

Adding chapter timestamps is how you tell Google what’s going on in your video. If you use an outline or a script to plan your video, write down the timestamps when the video topic changes from one bullet point to the next.

If you live on the edge and film videos without an outline, write down the top 4 or 5 points you make in the video along with the timestamps of when you talk about each one in the video.

Start at 0:00 which will probably be some kind of hook or introduction. Reword this to something like “introduction to …” or “overview of …” followed by the timestamps of the major themes in the video. This does two things for your video:

  1. Chapters organize your video so that viewers can see what is being discussed and rewind to the right moment if they want to hear something again.
  2. If you title your chapter appropriately based off what you discuss in that section, Google will sometimes show this individual part of your video in search results if someone types in the phrase you used as the chapter name.
youtube chapters for google search ranking

7. Draw inspiration from outside your industry

Your competitors might give you good content ideas, but you can get great content ideas by looking at totally different industries.

Don’t get me wrong, you should still stick with what works and be consistent, but don’t let your content become stagnant by doing the same videos all the time. If 80% of your videos follow the same pattern that got you initial growth, use the other 20% of videos to try new ideas from channels outside your niche.

Don’t talk the same way everyone else talks. Be specific where they’re vague. Be interesting where they’re boring.

8. Make it easy to understand your brand

It should be very clear what your channel is about and what kind of content to expect just by looking at it. The channel name should ideally tell people about what you do instead of naming it your company.

Playlists should break down your video topics into the 3 or 5 most important areas you cover. Channel banner art, logos, and thumbnails should show a clear style of the kinds of videos you create and what you talk about.

9. Hero product front and center

To maximize the social virality on YouTube, you’ll want to lean into your products that do best on social. Your hero product is the product (or products) that really represent your brand, gets people excited, and makes it easy to spread the word of what you do.

Customer v Brand

Your hero product might be best selling, or it might not. But it’s the one that gets talked about most. Bonus points if it’s a visually interesting thing to look at, show, and demonstrate to people in videos.

10. Make videos for the stage of the customer’s buying process

If you’re selling a product or service with your YouTube videos, be mindful of where in the funnel you’re expecting this video to land. Not everyone will be equally bought-in to your brand depending on when they watch your video.

If a video is designed to expand your audience by reaching new people, make sure to introduce yourself and your channel.

If the video is targeting search traffic, make sure you are providing value by answering the search query and showing it since YouTube is a visual platform.

Understanding where your customers are when they watch your video is crucial for determining the structure of the video. It’s also important when designing the thumbnail to increase click-through rate depending on what the viewer is looking for at that specific moment.

11. Give things away

People love free sh*t. If you’re offering a service or a product, run a contest where people can win something. This could be ebooks, case studies, templates, worksheets, access to private content, whatever you can think of really.

You could also do smaller giveaways but give out more things, like free subscriptions, stickers, merchandise, or other low-ticket items to get people excited.

Give back to your audience in some way by giving them some treats, and they will turn into a loyal community that loves your brand.

12. Use Youtube to drive traffic where you want

YouTube might be your entire marketing funnel. Or it might be a piece of it. If that’s the case, use your videos strategically. If your videos are targeting top of funnel buyers, make sure you have a way to get them to your site, sign up for your email list, or filling out lead forms where you deem necessary.

If you have traffic that you can (sort of) control, you have a business. Where you direct this traffic and how you choose to monetize it will determine how big of a business. If YouTube is just one cog in your marketing engine, use it to drive traffic where you want it to go.

13. Meaningful Calls to Action relevant to the video

You’re leaving money on the table by publishing YouTube videos without strategic calls to action.

Not all calls to action are of equal value. Sometimes getting a subscriber isn’t the best thing you can ask for. If you’re using YouTube for sales, you want people to buy from you not subscribe to you.

YouTube calls to action that build community and audience

If you’re trying to build a community, you want people to visit your website, follow another social account of yours, or sign up for your newsletter.

Your CTA should depend on the specific video and specific persona you’re targeting. If you use multiple types of CTA’s, you’ll want to spread them throughout the video so you only ever ask for one thing at a time.

Even if you’ve built a strong audience that views you as a celebrity, don’t overestimate how many hoops they’ll jump through to transact with you. Attention span is short. Removing friction is a key to converting more of your YouTube audience.

14. Add contact info

If you want people to get in touch with you somehow, you have to tell them (with a relevant CTA from above) and then make it easy to find the information.

If you want your viewers to call, text, email you or visit your site, then make sure your contact info is readily available wherever your audience is looking.

Some people will naturally pause the video and take a screenshot of your contact info on screen, while others will look at the description, and some might go to the comments section. Make sure every one of these people can easily do what you’re asking.

You’ll want your information in the description of videos, pinned in comments (if you choose), in your channel bio & description and in your channel banner art.

15. Embed videos on your site

Just like you can use YouTube to drive traffic elsewhere, you can also use other sites to drive traffic to YouTube! Don’t go crazy with putting your videos all over the internet though, you still want to keep the YouTube algorithm working hard to promote your videos within YouTube.

But if you have a blog or a website with a few pages that are very relevant to specific videos, add those videos to these site pages!

16. Make video series

The goal on YouTube is not just creating great content. It’s to create content that consistently brings people back to your channel.

Getting an audience hooked early on is easier if you have multiple videos for them to watch after the first. Make sure your videos connect to each other. Either in an ordered series or in an unordered playlist where someone watching one video will immediately be interested in the next.

The YouTube rabbit hole of suggested traffic

Group videos together by topic and add them to a playlist. Your playlists should represent the core content “pillars” your channel is about. Think of them like a quick way of summarizing what your channel is about and what content topics your community should expect to see from you.

17. Look at old videos that were popular and make them better

If you’ve been creating videos for over a year, or even 6 months, take a look at your old top-performing videos and figure out what made them succeed. Is there more information you can add to the conversation to improve these videos?

I usually cycle back to some of my core videos like Pros & Cons videos and Top X list-based videos because these usually have a wide appeal and perform well for me.

I usually plan out my goals for the year in December. So late December and early January is when I re-film the go-to videos with more updated or in-depth information that I know will perform well!

18. Look at audience demographics

Go into YouTube creator studio -> analytics -> audience

This will show you where your viewers are from, male vs female, age groups, language, and other channels they are watching. Use this to your advantage, especially if your audience isn’t what you expected!

For example, if you thought your audience would be a 50-50 split between men and women and mostly middle aged, but it turns out 80% of your viewers are women in their 20’s and 30’s you might want to change the style of your videos and how you talk to connect with this audience.

19. Repurpose your long videos into shorts with clips

Everyone is talking about shorts these days. If you want a quick way to start making shorts without adding too much to your plate by creating content specifically for shorts, use clips from existing videos.

If you have a 10 minute video, you can easily make 5 or more shorts by taking the top moments and grouping them together by topic. Get rid of all fluff, background information, calls to action, and turn your video into action-packed shorts that deliver pure value.

That’s my strategy at least. I don’t think people have the attention span to listen to background stories and calls to action on shorts, so my goal with shorts is usually just to make them get lots of views and I link to the full-length video in the description and in the comments.

Pro tip: If you really want to go crazy with short form content without a lot of extra work, post these shorts onto Tiktok and Instagram reels too. You never know which platform will get the most virality for a short video. It’s hit or miss sometimes.

20. Use captions that are correct

Using accurate captions is a great way to make your videos accessible to international viewers who aren’t fluent in English.  Luckily YouTube automatically generates captions for your uploads.

It might take a while to see the captions immediately after you upload a video into the YouTube creator studio. When captions are available, double check for accuracy so it’s easy to follow along if someone prefers to watch videos with subtitles.

It might be tedious, but ensuring your captions are accurate will make it easy to keep people engaged by making sure your videos are easy to understand with captions enabled.

21. Use your audience to identify new trends

If you’re replying to all the comments on your videos, you’ll start to get a sense of what lands well and what doesn’t.

Trust me, people will be very direct if they don’t like something about your video. If they think you should have done something differently, they’ll let you know.

Rather than feel bad that a video didn’t land well, take this feedback and implement it into future videos. If your comment section has repeated questions, or the same feedback on what they want to hear about, use these comments for inspiration in future videos.

Pro tip: If you make a video based on a suggestion from someone’s comment, reply to that comment again when the new video is posted and ask them to watch and give you feedback!

22. Have clearly defined sections in the description

Keep your video description visually organized. Break it down into sections that are easy to distinguish.

Also use emojis to draw attention to certain places. For example:

  • Summary of the video with keywords included
  • Breakdown of the video using timestamp chapters
  • Links to other videos, articles, websites
  • Any contact information like email, website, phone number

23. Livestream for real time engagement

Plan a livestream in advance, and let your audience know about it! Don’t just try it once, try it a few times and see how it goes. You might only get a handful of people who join for a few minutes then leave, so prepare some talking points to cover during the livestream in case not many people join.

When you get people in the watching room, ask questions, get them to comment and try to have a conversation with them based on what they say. Your past livestreams will remain on your channel, so if you prepare helpful information beforehand, your lifestream will still be a watchable video even after the live ends.

24. Record your screen for tutorial videos

screen recording with loom on rev

Showing people how to do things is a great way to produce content that solves problems and answers questions. Use a tool like Loom to record tutorials and include your face in the little circle to build that human connection.