Youtube is used by 65% of B2C marketers and 61% of B2B marketers, and so it is suitable for both professional and non-professional targets. These target audiences could be those to be engaged as followers, clients, tourists, contributors, brand ambassadors, and volunteers. It is estimated that in 2017 the 80% of the world internet traffic will be based on video streaming, for this type of platform should be among the first to work with, along with Facebook.

As with all social media platforms, it is convenient to craft a strategy plan explaining the goals we intend to attain through this platform, the targets, the strategies and tactics to achieve these goals, and the metrics to track the performance of the Youtube based activities. When doing this strategy plan, you should consider these tips:

  • Enable video embedding to allow users to post your videos on their websites
  • Mix professional and homegrown videos to humanize your brand and convey authenticity
  • Showing instead of telling: showcase the life-changing experiences in compelling videos
  • Prioritize short videos to deliver succinct messages. After a minute, the attention decreases
  • When creating longer videos, make compilations of short pieces of content which make a coherent sequence rather than having the same speaker all the time.
  • Include a call to action at the end of the video, to another video or to visit the website
  • Use the sponsored YouTube channels to target specific audiences more effectively
  • Connect with Youtubers related with your target audiences to engage them in producing content about the destination, to take advantage of their power of influence.
  • Offer you mission driven partners the possibility of using the destination videos to sponsor or to put Pre-roll advertising videos, so to get an extra source of revenue without spoiling the brand integrity.
  • Create a Youtube channel with must see videos for most audiences, so make them connect and explore the destination’s channel and start viewing many other videos. Such videos could be about the top famous stories, webinars about storytelling training, events, etc.

Would you consider other target roles or strategy tips?

Posted by Jordi Pera

Jordi Pera is an economist passionate about tourism, strategy, marketing, sustainability, business modelling and open innovation. He has international experience in marketing, intelligence research, strategy planning, business model innovation and lecturing, having developed most of his career in the tourism industry. Jordi is keen on tackling innovation and strategy challenges that require imagination, entail thoughtful analysis and are to be solved with creative solutions.

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