In July 2023, I began producing more YouTube videos. It has been over six months, but the number of views hasn’t been impressive. Many videos don’t exceed a hundred views.
Making a video requires significant effort. I spend long hours researching information, writing the script, filming, and editing. If they are not getting many views, should I continue?
Facing this difficult question, here are my five reasons which make me want to persist a little bit longer.
The difference between video marketing and YouTubers
I never see myself as a YouTuber but as someone who’s doing YouTube marketing. YouTubers monetize by getting more views on videos and advertisements.
The mindset of YouTube marketing is very different from being a YouTuber.
YouTube marketing is about gaining exposure by making videos that provide value and get seen by people interested in your service, in my case, marketing consultation. Instead of the number of views, what matters more is getting the video viewed by the right clients.
Also, since the topic of my video is rather niche—marketing in Taiwan, the audience pool would be smaller than YouTubers who produce videos to entertain.
Video making for Trust building
I also see YouTube as a way of building trust. Seeing a real person explaining things in front of you is the fastest way to build trust than any other content format, such as blog posts or social media posts.
This is especially important for businesses selling high-ticket products, which clients would need a higher trust level with you in order to commit.
Long video are better for Content repurposing
Although it takes longer time and effort to make a video, once the video is made, it is easy to convert the video into different content formats. For example, I can chop the videos into shorter clips using video tools such as Kapwing, and post them as shorts on YouTube, as reels on Facebook and Instagram, and on TikTok. I can also extract the audio and convert it into a podcast.
Finally, I can use AI tools such as MacWhisper to transcribe my video and turn the transcript into a blog article or an email newsletter.
Having different content can help me maintain a regular online presence, which is important for staying on top of the minds of my clients and followers. It also helps me cater to different audiences who have different content format preferences, as some audiences might prefer reading an article instead of watching a video.
Related reading: Rethinking your social media strategy
How YouTube algorithm benefit video marketing
YouTube works differently from other social media platforms such as Instagram and Facebook. YouTube audiences also have different behavior compared to other platforms.
IG & FB almost only show content that is posted recently. And their users are passively scrolling through content that is fed to them.
However, the behavior of audiences on YouTube would be different from that on Facebook and Instagram. They would actively search for information on YouTube. If your video contains content related to their search, it will be shown to your audiences. YouTube recommends videos based on relevancy, not recency, so your video will be shown even if it’s uploaded years ago.
Related reading: 6 tips for getting discovered on social media search
Personal growth from video marketing
Even though I’ve just started my YouTube journey for half a year, I notice significant personal growth. I feel much more at ease and eloquent in front of the camera. In the past, I’d usually need 2 hours for filming a video since I’d need a lot of retakes, now it is shortened to 45 mins and sometimes only 30 mins. I also feel more comfortable when I’m being invited to speak in other videos and giving seminars.
So, here are the five reasons that make me want to continue my YouTube journey a bit longer, and if you are a fellow entrepreneur or marketer who wants to use video as a promotional tool, I highly recommend you start making your first video!
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