YouTube is now the world’s second largest search engine, with more than 1.5 billion active users tuning in to its video content each month. This vast audience along with its available ad options present an opportunity for brands to extend their reach and boost their engagement. This chapter looks at how to establish a presence on YouTube and nurture an audience on the platform, also covering:

  • Content: While the kinds of videos a company should make will depend on its objective, some types of branded video content do better than others on YouTube. What are seven popular branded video types companies should consider creating?
  • How to gain followers: After the brand has set up and optimised its YouTube channel, the next step is to grow its viewership. What steps can brands take to attract and engage followers on the channel?
  • Rules for engagement: Every social media platform has its own quirks and characteristics marketers must learn. What are the basics for engaging successfully on YouTube?