YouTube is a video-based social media platform that launched in 2005. Since Google’s acquisition of YouTube in 2016, over 12 percent of all video traffic is watched through YouTube. The only other platform with more video traffic is Netflix. With over 1 billion users, and more than half of all monthly views coming from mobile devices, YouTube is made for real estate video marketing.
Module Outline and Objectives:
YouTube’s mission and core values
Understanding the inner workings of YouTube
How to create a compelling channel
Best practices for leveraging YouTube for real estate
The Rise of Video Marketing
In 2018, according to the National Association of Realtors, only 29% of Realtors used YouTube.
The rise of video marketing means real estate businesses have an opportunity to establish their brand utilizing a YouTube channel. Additionally, you can advertise your video content on channels other than your own.
Creating a channel is great, but in order to take advantage of YouTube you must understand all of its features, how to optimize your channel, how to run successful advertising campaigns on other channels, how to grow your channel by interpreting analytics and yes, how you can even monetize your channel.
YouTube lets users view, edit and upload videos. You can also comment and rate videos, along with subscribing to your favorite channels. On top viewing free content, YouTube also offers a premium subscription service, YouTube Premium, to remove ads, view original content and playback videos offline.
YouTube’s mission and core values
To give everyone a voice and show them the world.
“We believe that everyone deserves to have a voice, and that the world is a better place when we listen, share and build community through our stories.”
Freedom of Expression
We believe people should be able to speak freely, share opinions, foster open dialogue, and that creative freedom leads to new voices, formats and possibilities.
Freedom of Information
We believe everyone should have easy, open access to information and that video is a powerful force for education, building understanding, and documenting world events, big and small.
Freedom of Opportunity
We believe everyone should have a chance to be discovered, build a business and succeed on their own terms, and that people—not gatekeepers—decide what’s popular.
Freedom to Belong
We believe everyone should be able to find communities of support, break down barriers, transcend borders and come together around shared interests and passions.
You can watch videos directly on YouTube.com, the YouTube app or you can watch videos embedded in other locations, such as blogs and websites. The owner of the video is given the ability to restrict viewers and disable video embeds.
The watch page is the home page of a video where all public information resides.
YouTube uses HTMLS 5 to stream videos. This is a standard video format supported by most browsers. Additionally, this format allows videos to be played on mobile devices and gamin consoles. You can upload most popular video formats and YouTube will automatically convert the video.
Subscribing and Searching
You can search for videos on YouTube in multiple ways. You can search by keyword, topic or you can browse the list of popular videos. If you find a channel you like, you can subscribe for easier access to future videos.
You can not only view videos, but you can comment and rate videos. This sense of community that YouTube fosters is one of the main reasons the platform is so popular and is the #2 search engine in the world (only behind their owner, Google).
YouTube has experimented with multiple ways to combat videos uploaded with unoriginal content. Now, YouTube has an automatic copyright detection tool that scans your videos to find clips from popular movies, tv shows, music videos and more.
Creating a channel
In order to accomplish your video objectives on YouTube, you need to create your own channel.
Step 1: Create a Google account or sign-in using an existing one
Step 2: Navigate to YouTube and you will be prompted to create a channel by taking any action requiring one
Once you create your channel or sign into your existing one you need to make sure your channel has your branding. Similar to your website, emails and other social media accounts, you’ll want to add your branding across your channel in order to fully leverage the power of video marketing.
Your goal on YouTube is views. The more views you get the higher probability of brand awareness, lead generation and more. In order to increase your views and drive more revenue to your business you need to optimize your channel.
Create a compelling home page
Like other social media platforms, you home page is the first thing people see, so you must make a great first impression. Your home page should showcase what your channel is about and why someone should be interested.
Choosing a profile picture that is consistent with other platforms. Your goal on social media and marketing in general is to be easily identifiable.
Choose a channel trailer. Your trailer is a video that will automatically play when someone visits your channel. This is your best chance of getting a new visitor to subscribe to your page.
Customized channel art. A single image of the ocean looks great, but let’s be honest, it doesn’t help you. Again your channel art should be recognizable and formatted to the right platform (don’t use the exact same images that you would use on Facebook and LinkedIn because they are different sizes)
Separate your videos by utilizing playlists. You can choose up to 10 sections on your home page and this is where you can highlight your top playlists. Below is an example of the #REalAdvice playlist:
Add featured channels onto your page to tell YouTube this is the type of audience you are trying to resonate with on your channel.
Create an intro and outro for all of your videos to stay consistent
Here’s a great source on Fiverr to create an animated logo
Similar to your website, create an about page that is accessible on your home page via a tab. This is where you include a short description of who you are and what you do. Remember, keep it about who you truly are which is more than just a real estate agent.
Adding Keywords, Tags, Descriptions and Titles
Adding keywords and tags will organically boost your video rankings, playlists and will afford your channel extra visibility, more suggested views and a higher subscriber count over time. The key is to add relevant keywords and add them into your descriptions, titles and use them as tags.
The success of your channel is built upon the use of tags and keywords. With all of the video content added to YouTube daily, adding tags and keywords categorizes your videos and gets them seen by your intended target audience.
Adding tags and keywords is the first step. The second is adding relevant tags and keywords onto your channel. In doing so, you help the algorithm on YouTube find other channels and videos that will ultimately recommend yours!
Advertising On YouTube
YouTube gives you the ability to run ads on other users’ videos as well as get paid to let others run their ads on your videos.
Another way to advertise on YouTube is remarketing and retargeting, which allows you to run an ad only to users who watched some portion of video but didn’t take action, remind them of your offerings, and try to get them back. The key to good marketing is matching your message with your market. You need to reach people with the right offer at the right time.
One way to help drive advertising is using your Google Ads account to promote your YouTube videos so you can run stronger campaigns.
When you know your audience and create videos that offer value to that audience, promoting videos with Ads can help grow your YouTube channel. Although building a YouTube channel based purely on ads doesn’t work, when videos offer quality content and ads target the right audience, Ad campaigns can give your channel extra momentum and boost organic growth.
Best practices for leveraging YouTube for real estate
Just like your other social media platforms, email and postcard campaigns, blogs and more, you have to stay consistent to stay relevant on YouTube. Whether you post one video a week or several, utilize the scheduling feature to release videos consistently.
No one wants to see they same type of video every single time. Craft a variety of videos in multiple playlists (categories) like: how-to videos, interviews, community spotlights, listing videos and more.
Your website is not the only thing on the internet that should be optimized. Adding keywords into your titles, meta descriptions, "about” section and tags will help your videos appear in search results.
Understanding which videos get the most views and engagement are important. YouTube’s proprietary dashboard will help you find all of this information. It’s important to adjust and monitor the performance of your videos in order to attract new subscribers.