Touchstorm https://www.touchstorm.com/ YouTube Agency for Global Brands Fri, 14 Feb 2025 07:00:52 +0000 en-US hourly 1 https://wordpress.org/?v=6.7.2 https://www.touchstorm.com/wp-content/uploads/2022/11/TS_Favicon.jpg Touchstorm https://www.touchstorm.com/ 32 32 Where Do Your Audiences Spend their Time? https://www.touchstorm.com/blog/where-do-your-audiences-spend-their-time/ Wed, 29 Jan 2025 09:35:12 +0000 https://www.touchstorm.com/?p=8600 How YouTube quietly took over all screens Every year, YouTube becomes a bigger part of how we consume content. It’s not just a platform—it’s where people go for music, TV, podcasts, News and more, making it the second-largest website in the world. On mobile, it reaches twice as many users as TikTok, and on smart TVs, it commands nearly three times the audience of Disney+.This kind of presence doesn’t happen by accident. Over the past 20 years, YouTube has remained relevant while other platforms have risen and fallen. It’s now more than a competitor—it’s the center of how we watch, […]

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Where Do Your Audiences Spend their Time?

Picture of Sangeetha Arun
Sangeetha Arun

How YouTube quietly took over all screens

Every year, YouTube becomes a bigger part of how we consume content.

It’s not just a platform—it’s where people go for music, TV, podcasts, News and more, making it the second-largest website in the world.

On mobile, it reaches twice as many users as TikTok, and on smart TVs, it commands nearly three times the audience of Disney+.This kind of presence doesn’t happen by accident. Over the past 20 years, YouTube has remained relevant while other platforms have risen and fallen. It’s now more than a competitor—it’s the center of how we watch, listen, and connect.

If you haven’t already thought about where YouTube fits into your brand strategy, it’s worth asking: why not?

Touchstorm provides full YouTube growth strategy and services for global brands, optimizing Paid, Earned, Owned & Commerce. We specialize in Organic Channel Growth, a practice we invented that is now industry standard.

Get in Touch with Us for a Consultation on Your Brand’s YouTube Strategy

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]]> YouTube Video Production Service: A Case Study with Gillette https://www.touchstorm.com/blog/youtube-video-production-service-a-case-study-with-gillette/ Thu, 28 Sep 2023 10:57:47 +0000 https://www.touchstorm.com/?p=5426 In a strategic collaboration with Gillette, Touchstorm utilized a unique approach to YouTube video production, driving search visibility and audience engagement. Through topic finder research, content optimization, and global video production, Touchstorm's efforts ranked Gillette #1 on both Google and YouTube SERPs, highlighting the power of tailored video content in digital marketing.

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YouTube Video Production Service: A Case Study with Gillette

Picture of Ankita Bhatia Dhawan
Ankita Bhatia Dhawan

Creative Geek

In the digital marketing landscape, achieving search visibility is a common challenge. Gillette, a global leader in men’s grooming products, aimed to increase their search visibility around key Point of Market Entry (POME) related grooming topics. They wanted to rank for terms such as “How To Shave” in every language and country.

Touchstorm helped Gillette achieve this goal, using a strategic combination of topic finder research, video production, and channel management. The content we produced helped Gillette rank #1 on both Google and YouTube SERPs.

Challenge

Gillette wanted to dominate YouTube search results for key grooming-related search terms. They were especially keen on capturing the Point Of Market Entry audience. The challenge was not just about producing high-quality video content but ensuring that this content reached the right audience at the right time on YouTube. Gillette wanted to win for terms such as “How To Shave” in every language and country.

Execution

Touchstorm took on this challenge with our unique approach to YouTube video production. We started with a grooming Topic Finder research project using proprietary technology developed by our sister company Touchstorm DATAlabs. This in-depth study compared search demand to the patterns of what wins in video, revealing exactly which videos should be made. We were able to identify 13 key topics to focus on. 

Gillete Video Production Case Study Research

We then optimized scripts and titles for search, creating content designed to drive organic views and watch time, increase viewer engagement and conversion, and keep viewers coming back for more on YouTube.

After this exercise, Touchstorm provided turnkey video production services to Gillette. From concept, to script, talent, legal, location, shooting, editing, and global implementation – we took care of it all.

The videos were then localized in 14 languages and strategically launched in different global markets by Touchstorm’s language experts.

Results

The results were impressive. The YouTube content produced by Touchstorm ranked #1 on both Google and YouTube Search Engine Results Pages (SERPs). This achievement significantly increased Gillette’s visibility around key POME related grooming topics on YouTube.

In their first two years, these videos generated massive organic reach without paid support. The footage has rights in perpetuity, making it owned content that Gillette can leverage for years to come on YouTube.

In total, 200 videos were created, which gained 13 million views, and provided a media value based on $1.0/view.

Download Full Case Study

Conclusion

This YouTube video production case study is an excellent example of how strategic YouTube video production can drive search visibility and audience engagement. If you’re looking to achieve similar results on YouTube for your brand, contact us to learn how Touchstorm can help your brand dominate search results.

Gillette Grooming How-To Series

YouTube
Video Production
Case Study

This video production case study showcases the impact Touchstorm Video Production Services had on Gillette, a household name in men’s grooming products.

Gillette_Case_Study_Featured_Image_B&W

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]]> Why Shorts Should Be An Integral Part of Your YouTube Content Strategy https://www.touchstorm.com/blog/youtube-shorts-for-brands-youtube-content-strategy/ Wed, 20 Sep 2023 09:03:40 +0000 https://www.touchstorm.com/?p=4909 Riding the digital wave, YouTube Shorts have firmly staked their claim with a formidable 50 billion daily views by 2023. Designed for our mobile-first world, Shorts offer brands a curated avenue to connect, engage, and flourish. Dive deep into these five compelling reasons why incorporating Shorts is a must for any forward-thinking YouTube content strategy. Elevate your brand's digital narrative with Touchstorm's insights.

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Why Shorts Should Be An Integral Part of Your YouTube Content Strategy

Picture of Kavya Peerbhoy
Kavya Peerbhoy

Managing Director, Touchstorm India

The Evolution of YouTube Shorts

Following the TikTok ban in India in June 2020, YouTube introduced “Shorts”, offering an alternative platform for TikTok’s massive creator base. Impressively, daily views from Shorts in India surged to over 6.5 billion shortly after its debut.

"Shorts is a platform for creators to produce short and engaging videos exclusively with their mobile phones."

Chris Jaffe, VP Product Management, YouTube Tweet

By March 2021, Shorts had expanded to America and another 26 nations.

To catalyze the adoption of Shorts, YouTube allocated $100 million to the “YouTube Shorts Creator Fund” between 2021-2022, offering selected creators between $100 and $10,000 monthly for top-notch content.

By February 2023, monetization for Shorts became available via the YouTube Partner Program, allowing creators to earn a substantial 45% of total allocated ad revenue.

The most recent statistics underscore Shorts’ global success, boasting 50 billion daily views (66% growth YoY) and more than 2 billion Monthly Active Users (MAUs). When it comes to mobile audiences in 2023, YouTube Shorts overshadows TikTok by almost 2:1, proving its overwhelming traction*.

*Learn more about TikTok Vs. YouTube.

5 Reasons Why Shorts Are Essential For Your YouTube Content Strategy

1. Actively Target Mobile Viewers:

Over 70% of YouTube content is consumed via mobile, with more than 1 billion daily views coming from mobile devices. An average mobile viewing session lasts about 40 minutes*.

YouTube Shorts, with its vertical, bite-sized format lasting 15-60 seconds, is ideal for mobile viewing, offering an efficient way for brands to bolster their visibility.

Shorts help Brands meet their mobile audience where they are and cater to their viewing preferences; providing an opportunity to increase brand visibility and reach new audiences.

Learn more about how Touchstorm helped a premium hair care brand increase their organic views by 340% through Shorts.

* Source: https://www.globalmediainsight.com/blog/youtube-users-statistics/

2. Connect with Gen Alpha, Gen Z and Millennials:

A little over half of the global YouTube users fall in the age group of 15-44:
25-34 age group is the biggest consumer of YouTube content with 20%, followed by the 35-44 age group (16.7%) and the 18-24 age group (15%).

According to a recent study conducted by marketing agency Razorfish, over half (51%) of Gen Alphas first hear about brands through YouTube videos.

95% of Gen Z choose YouTube over other platforms in the US, and according to YouTube’s 2022 Culture and Trends Report – 59% agree that they use short-form video apps to discover new content topics, products and services. These audiences show a preference for concise, vibrant video content, making Shorts a prime medium to engage them.

Millennials lead in social media usage among adults, spending 253 minutes daily on smartphone apps and the internet.

Learn more about how Touchstorm utilized Shorts to help a leading Grocery brand reach and engage a younger audience on YouTube.

3. Drive Viewer Engagement and Channel Growth:

Create Shorts that engage viewers and drive them to the long-form version on your channel. YouTube recently launched (August 2023) a “Related Videos” feature where the title of the long-form video becomes a clickable link on the Short video to create a more seamless user journey from a Short to a related long-form video.

Additionally, viewers who subscribe to Shorts are also automatically subscribed to the channel’s long-form content.

Drive Viewer Engagement and Channel Growth

YouTube’s new “Related Videos” feature for Shorts where clickable titles drive to linked long-form videos.

4. Harness YouTube’s E-Commerce Capabilities:

Over the last three years, YouTube has invested heavily to enable e-commerce through videos so viewers can purchase products without leaving the platform.

Viewers can browse and buy featured products while watching Shorts videos by clicking on the shopping bag icon or shopping button on their screen. This feature is currently available for users in the US, India, Canada, Brazil, and Australia. Youtube aims to expand this feature to other countries.

YouTube launched a Product Tagging feature allowing creators to tag other brands’ products on their Shorts and full-length videos and earn commissions from sales.

5. Monetize Shorts with Ads:

Repurposing Shorts as ads is a fool-proof strategy to reach, engage and convert your audience on YouTube. From Skippable In-Stream Ads to Bumper Ads, YouTube offers diverse ad formats, each tailored to achieve specific marketing objectives.

Five Content Types for Brands Using Shorts:

  1. Product Launches: Generate buzz using Shorts for product teasers, reveals, and countdowns.

  2. How-To Videos: Collaborate with influencers for concise, authentic tutorials showcasing product features and applications. Check out this top-performing “How to Make an Espresso” Short that Touchstorm produced for Grey Goose Vodka. It was aimed to reach and engage their mobile viewers, who make up 90.8% of the total views on their channel.

  3. Behind-the-Scenes Clips: Offer viewers a unique backstage perspective, enhancing brand reliability.

  4. Educational Shorts: Engage influencers to create informational Shorts about your product. Be sure to keep this content authentic, less branded and more organic for maximum impact.

  5. Interactive Shorts Challenges: Launch brand-specific challenges with unique hashtags, incentivizing viewer participation and creating virality. For inspiration, check out Glossier’s #WritteninGlossier shopppable Shorts challenge to promote their new eyeliner.

In Conclusion

Shorts is not just another feature; it’s a formidable tool in the ever-evolving world of YouTube for Brands who want to engage meaningfully with their mobile audience.

For a comprehensive content strategy encompassing both Shorts and long-form content, get in touch with Touchstorm.

We’re here to elevate your brand’s YouTube journey!

Case Study: Increased Audience Reach Through YouTube Shorts

Case Study: Increased Audience Reach Through YouTube Shorts

*Methodology: Touchstorm looked at the first seven days performance of each newly published Short versus each newly published full length video during each month. Our proprietary tool eliminates variables to ensure all comparisons are fair.

Case Study: Engaging A Younger Demographic Through YouTube Shorts

YouTube Shorts Case Study: Image showing a vertical bar chart of video views from Sep 22 to May 23 for the client, a pie chart showing breakup of number of shorts videos vs regular on the channel.

YouTube Shorts are an effective way to reach your target audience. But do you know what content attracts and engages them? We do. We analyzed 700K videos in the automotive category and discovered the secrets of successful YouTube Shorts. 

Download the YouTube Shorts Study

Contact Us for a Free Consultation on Your Brand’s YouTube Strategy

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]]> TikTok vs. YouTube: Diving Deep into Data for a Digital Showdown https://www.touchstorm.com/blog/tiktok-vs-youtube-diving-deep-into-data-for-a-digital-showdown/ Thu, 14 Sep 2023 16:16:48 +0000 https://www.touchstorm.com/?p=5156 In the fierce digital rivalry of TikTok vs. YouTube, our research dives into the data, dispelling myths and uncovering startling truths. While TikTok steals the limelight, YouTube's audience is 2.3X larger. In a 5-minute skim, our research paper gives you audience comparison insights between TikTok and YouTube.

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TikTok vs. YouTube: Diving Deep into Data for a Digital Showdown

Picture of Ankita Bhatia Dhawan
Ankita Bhatia Dhawan

Creative Geek

In the ever-evolving universe of social media, two giants have been frequently pinned against one another. A debate we’ve often heard is: “TikTok vs. YouTube – who is actually bigger?” As part of our quest to demystify digital myths and arm marketers with actionable insights, we’ve sifted through the numbers to unearth the facts.

The Unexpected TikTok vs. YouTube Revelation

TikTok has danced its way into global conversations. If you are thinking about placing your bets in the TikTok vs.YouTube contest, hold on to your hats. The digital landscape isn’t quite what it seems. Our research reveals that YouTube’s global audience is 2.3X larger than that of Tiktok.

Tiktok vs. YouTube: YouTube’s global audience is 2.3X larger than that of Tiktok

Touchstorm Tweet

Why This Research? The TikTok vs. YouTube Conundrum

Even as the U.S. is considering a ban on TikTok, conversations in the marketing corridors have been abuzz with the TikTok vs. YouTube debate. While many are betting their money on TikTok, there is a lack of credible published data comparing the two platforms. That’s why this research was done.

Methodology: Delving into the TikTok vs. YouTube Matrix

Our research isn’t a mere juxtaposition of numbers. We delved deep into Advertising Resources. Ensuring uniformity and credibility was paramount, so we’ve meticulously chosen our sources. We didn’t just take numbers at face value. We wore our detective hats and dug deep into our source’s methodology. We wanted to ensure they were not just aggregators, but firsthand reporters of data. Their rigorous data collection and presentation methods cemented their credibility for our research.

The game-changer? The moment we pivoted to Unique Active Users. It’s when the picture became crystal clear, and we realized we were onto something big.

Numbers Talk: The TikTok vs. YouTube Data Deep Dive

Global Footprint: A striking 48% of the world’s connected populace actively engages with YouTube monthly, dwarfing TikTok’s 20%. YouTube is inaccessible in China while TikTok is banned in India. This makes both platforms miss out on a significant, but more or less equal user base of approximately 1.4 billion people. It is still an apples to apples comparison. Yet, the numbers tilt heavily in YouTube’s favor.

U.S. Focus: The American landscape mirrors the global trend. Again, YouTube dominates.

The Mobile App Paradox: Mobile dynamics introduce an interesting plot twist in the TikTok vs. YouTube. TikTok’s reputation as the “Most Downloaded App” is misleading. Why? Because YouTube comes pre-installed on Android devices. This subtle nuance means a whopping 71% of mobile users have no need to download YouTube. To know the numbers, read our research paper.

Here is what you will get:

  1. Understanding the Global Audience
  2. A Closer Look at the U.S. Audience
  3. Mobile Audience Size Insights
  4. Comprehensive Audience Comparison: Global, U.S., and U.S. Mobile
Read Our Research


Digital Corridor Whispers: Industry Recognition

Our findings on TikTok vs. YouTube are resonating, and the industry is listening. Miguel Campos e Cunha from Google spotlighted our work, highlighting the relevance of YouTube as a cross-device platform. 

Interesting read for any Techie/Marketer. YouTube continues to be the most relevant cross-device (CTV, Computer, Mobile) video/social platform in the US. As a heavy YouTube user, I don't find this surprising but definitely not common knowledge across Marketers everyday conversations

Miguel Campos e Cunha, Account Executive - Telecom, Google Tweet

And when major publications like Yahoo Finance amplify our voice, it’s evident we’re onto industry-shifting revelations.

 

Marketers, it’s time for introspection and recalibration. Being in the know changes the game. Don’t just be a part of the conversation; lead it. These numbers aren’t mere digits; they’re strategic signposts.

  • YouTube’s reach, with 2.3X unique active users as compared to TikTok, isn’t just impressive; it’s monumental.
  • The metrics tell a story that hasn’t been told, making our TikTok vs. YouTube research invaluable.
  • The numbers don’t lie. Marketers, take heed.

TikTok vs.YouTube

Summer 2023 Numbers Show YouTube Dwarfing TikTok Globally, in the U.S., and on Mobile

Tiktok_vs_Youtube

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]]> How YouTube’s Product Tagging Feature Changes the Social E-commerce Game https://www.touchstorm.com/blog/how-youtubes-product-tagging-feature-changes-the-social-e-commerce-game/ Tue, 12 Sep 2023 08:37:39 +0000 https://www.touchstorm.com/?p=4384 YouTube's Product Tagging feature heralds a revolutionary shift in social e-commerce. By enabling direct product tagging within videos, the platform seamlessly merges content and commerce, optimizing ROI for brands. This transformative feature empowers creators with fresh monetization avenues and offers audiences an integrated shopping experience, reaffirming YouTube's position at the forefront of digital innovation.

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How YouTube’s Product Tagging Feature Changes the Social E-commerce Game

Picture of Kavya Peerbhoy
Kavya Peerbhoy

Managing Director, Touchstorm India

Product tagging
In a move that promises to reshape the landscape of Social E-commerce and return on investment (ROI) for Brands, YouTube has relaunched its Product Tagging feature with significant improvements including integration of a YouTube Shopping Affiliate program exclusively available in the United States and South Korea for Influencers, Creators, and Brands.

Influencers, Creators and Brands can now tag products from popular retailers directly within their videos, transforming YouTube into a comprehensive e-commerce platform. This feature revolutionizes the way Brands engage with their target audience while providing Influencers and Creators with an additional revenue stream. Creators and Influencers can look forward to an additional way to monetize their content and channels on YouTube through commissions from sales delivered directly from product tags in their videos.

The launch of clickable product tags goes hand in hand with the introduction of the YouTube Affiliate program. Influencers, Creators and Brands will need to enroll into the YouTube Affiliate Program to participate in the Product Tagging program.

YouTube Shopping Completes The Consumer Journey

YouTube’s Product Tagging feature represents a pivotal moment in Influencer Marketing and social e-commerce. It addresses Brands’ long-standing concern about measuring YouTube’s ROI by providing a clear connection between video content and product sales.

By keeping the entire consumer journey within the YouTube ecosystem – from Discovery and Research through to clicking to Purchase, Brands will now see improved customer satisfaction and increased conversion rates on the platform.

The Power of YouTube Product Tagging

Product Tags serve as clickable links where viewers can click through to a product page, add the product to their shopping cart (while watching videos), and check out without leaving the YouTube App. If they are on YouTube.com, they will be directed to an external product e-commerce page where they can make the purchase.

The Power of YouTube Product Tagging Customer Journey

Consumer Journey in the YouTube App

Customer Journey on Mobile: YouTube Product Tagging Feature

Consumer Journey on YouTube.com (Mobile & Desktop)

This integrated experience simplifies the decision-making and purchasing process for consumers while providing Brands with a more direct link to sales.

What This Means for YouTube Creators and Influencers

For Creators and Influencers, the YouTube Affiliate program and Product Tagging feature presents an exciting opportunity to monetize their passion and expertise. With the ability to earn commissions from product sales, Creators are incentivized to produce engaging, product-focused content that resonates with their audience. This mutually beneficial arrangement fosters a collaborative and sustainable relationship between Creators, Brands, and Viewers.

What This Means for Brands

Aside from the fact that Brands can now drive sales directly from videos, they now have the ability to further incentivize and reward Creators for featuring and tagging their products which leads to increased discoverability on YouTube. Brands can now anticipate increased product sales on the platform, thereby solidifying YouTube’s role as an integral direct-to-sales component in their marketing mix.
How YouTube's Product Tagging Feature Changes the Social E-commerce Game

Participating Brands & Retailers on YouTube
50+ brands have already partnered with YouTube to make their inventory available for product tagging.

Eligibility and Requirements

To access the Youtube Product Tagging feature, Influencers, Creators and Brands must meet certain criteria. They need to be enrolled in the YouTube Partner Program, have a minimum of 20,000 subscribers, and possess a YouTube account registered in the United States or South Korea.

How Brands can Enroll for YouTube Product Tagging

To express interest in joining the pilot program Brands (USA and South Korea only) need to submit this “YouTube Shopping Affiliate Program: Brand/Retailer Interest Form”. If you are eligible, you can activate the product tag feature by signing up to YouTube’s Shopping Affiliate program.

How Brands can Enroll for YouTube Product Tagging

How to add Product Tags to Videos

Creator/Brand View

Are you ready to harness the power of YouTube and discover how this game-changer can transform your brand marketing and e-commerce efforts on YouTube?


Let’s talk!

About Touchstorm:
Touchstorm provides YouTube growth strategies and services for global brands, optimizing Paid, Earned, Owned & Commerce. We specialize in Organic Channel Growth – a practice we invented that is now industry standard.
About VideoAmigo:

VideoAmigo is a powerful, all-in-one YouTube platform that unlocks the insights, provides the tools, and creates the access for Brands, Influencers, and Researchers to grow audiences and earnings on YouTube.

Unlock everything you need to succeed on YouTube today. Fill out the contact form below and we will get in touch with you.

Get in Touch with Us for a Consultation on Your Brand’s YouTube Strategy

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]]> 5 Reasons Why Your YouTube Strategy Isn’t Working and How to Fix It https://www.touchstorm.com/blog/5-reasons-why-your-youtube-strategy-isnt-working-and-how-to-fix-it/ Fri, 23 Jun 2023 10:58:43 +0000 https://www.touchstorm.com/?p=3826 If your YouTube strategy feels like it's sinking in the vast sea of content, you're not alone. Many brands navigate these waters, often losing direction. Dive into the top five pitfalls causing your strategy to drift and uncover actionable lifelines to set the right course. From mastering YouTube SEO to harnessing the power of analytics, we'll reveal the secrets to truly shine on the platform.

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5 Reasons Why Your YouTube Strategy Isn’t Working and How to Fix It

Picture of Team Touchstorm
Team Touchstorm

The YouTube OGs

The Struggle with YouTube

If you’ve been pouring time, money, and resources into your YouTube channel only to find it’s not delivering the results you expected, you’re not alone. Countless brands find themselves lost in the vast landscape of YouTube, struggling to make their content stand out amidst the billions of videos. It’s a common issue, but the good news is, it can be fixed. Here are five common reasons why your YouTube strategy might be failing and the solutions to get your brand back on track.

Reason 1: Lack of a Solid YouTube Strategy - Shooting in the Dark

The Consequences of Not Having a Clear YouTube Strategy

Having a presence on YouTube without a defined strategy is like shooting in the dark. You’re spending resources creating and uploading content, but without a clear direction, your efforts might not translate into the results you want. The lack of a clear strategy can lead to inconsistencies in content, confused messaging, and ultimately, a disengaged audience. To turn this around, start by defining your brand’s unique goals on YouTube. Are you looking to raise brand awareness, drive traffic to your website, or generate leads? Once you have a clear understanding of your goals, you need to create your content strategy accordingly, focusing on the topics and the style of content that resonates most with your target audience.
Key Takeaways:
  • A lack of a clear YouTube strategy can lead to wasted resources and a disengaged audience.
  • Defining your brand’s goals and understanding your audience’s preferences is the first step to a successful YouTube strategy.

Reason 2: Ignoring YouTube SEO - Lost in the Crowd

The Pitfalls of Neglecting YouTube SEO

YouTube, like Google, operates on an algorithm that prioritizes certain content based on SEO practices. Ignoring these practices means your content is likely getting lost in the sea of videos, leading to low visibility and missed opportunities for engagement.

Boost your video’s visibility by optimizing your video titles, descriptions, and tags with relevant keywords. Remember, YouTube’s algorithm also factors in user engagement, so aim to create content that encourages likes, comments, and shares. Which means that your content is created keeping you for the human audience in mind. Make sure to follow YouTube SEO best practices, and then optimize for the human behind the screen. Enticing thumbnails and text overlays are more likely to gain a click than a title that is only focused on SEO. Run A/B Tests in the first 24 to 48 hours and see what your audience resonates with. Better still, involve them in the process and do a community post, asking them which thumbnail they would rather click.
Why Your YouTube Strategy Isn’t Working - Reason 2: Ignoring YouTube SEO - Lost in the Crowd
Key Takeaways:
  • Ignoring YouTube SEO practices can result in low video visibility and missed engagement opportunities.
  • Optimizing video metadata with relevant keywords and encouraging user engagement can boost your video’s visibility.
  • Make your title and thumbnail stand out so much so a user just has to click the video to find out more.

Reason 3: Neglecting Content Quality and Consistency - Failing Audience Expectations

The Price of Ignoring Content Quality and Consistency

One of the most common reasons for a failing YouTube strategy is neglecting the importance of content quality and consistency. If your content fails to provide value or if your uploads are sporadic and inconsistent, you’ll likely see your audience engagement dwindle.

High-quality content isn’t about high production value—it’s about providing value to your audience. Are you answering their questions, providing useful information, or entertaining them in a way that aligns with your brand? And consistency isn’t just about the frequency of uploads—it’s about maintaining consistent messaging, style, and themes that resonate with your brand image.
Key Takeaways:
  • Neglecting content quality and consistency can lead to dwindling audience engagement.
  • Providing valuable content and maintaining consistent brand messaging and themes are key to audience retention.

Reason 4: Not Engaging with Your Audience - A One-way Conversation

The Downside of Ignoring Audience Engagement

YouTube isn’t just a platform for uploading videos; it’s a social media platform that thrives on interaction. If you’re not responding to comments, asking for likes and shares, or encouraging viewers to subscribe, you’re missing out on opportunities to build a community around your brand.

Turn this around by dedicating time to engage with your audience. Respond to comments in a timely manner, ask questions to stimulate conversation, and thank your viewers for their support. Not only does this build a sense of community, but it also signals to the YouTube algorithm that your content is engaging, which can boost your visibility.
Why Your YouTube Strategy Isn’t Working - Reason 4: Not Engaging with Your Audience - A One-way Conversation
Key Takeaways:
  • Ignoring audience engagement can lead to missed opportunities to build a brand community.
  • Actively engaging with your audience can boost community building and improve your visibility on YouTube.

Reason 5: Disregarding YouTube Analytics - Flying Blind

The Risk of Ignoring YouTube Analytics

Another reason your YouTube strategy may not be working is if you’re disregarding the treasure trove of data that YouTube Big Data offers. YouTube studio provides insights into your video performance, audience demographics, viewer behavior. However, there is a lot more to unpack. Like competition activity, influencer activity, search trends and more. If you’re not leveraging this data to inform your strategy, you’re essentially flying blind. Use a powerful tool like Touchstorm DATAlabs that tracks more than 26MM channels and 2B videos daily, appending it with critical information like Topics, Sentiment, Commerce, Video Types, Genres, and more. This infuses the data with unparalleled meaning. Adjust your strategy based on these insights to optimize video performance and maximize audience engagement.

Key Takeaways:
  • Ignoring Analytics can result in missed opportunities to optimize your content and engage your audience effectively.
  • Leveraging YouTube Big Data to gain insights beyond your own channel. Keep track of industry, trends, competition and influencer activity in your category using a tool like Touchstorm DATAlabs.

Case Study: A YouTube Strategy Turnaround

From Near Failure to Success: A YouTube Strategy Revamp

Consider the case of a Financial Service Provider, a brand that was on the brink of giving up on their YouTube channel due to poor performance. When they engaged Touchstorm, our certified YouTube experts concluded that they were making all the mistakes we’ve just discussed: lack of a clear strategy, ignoring SEO, inconsistency in content, and lack of audience engagement. Once Touchstorm started Channel Management for them, they saw a dramatic turnaround in their YouTube performance and went from losing 3K+ Net Subscribers in a year to adding 13K+ Net Subscribers within one year of Channel Management by Touchstorm.

DSP Mutual Fund Case Study - Desktop
DSP Mutual Fund Case Study - Mobile
Key Takeaways:
  • Recognizing and addressing YouTube strategy mistakes can lead to a significant improvement in performance.
  • The case of the Financial Services Provider above is a testament to the power of a well-executed YouTube strategy.

Turning Around Your YouTube Strategy

From Pain Points to Progress: Elevate Your YouTube Strategy
Don’t let your YouTube channel be a lost cause. Recognizing and addressing these common pitfalls can help elevate your brand from being lost in the crowd to standing out on YouTube. Remember, YouTube is a powerful platform for brand storytelling, community building, and customer engagement. Moreover, Winning on Youtube helps you win on Google search too. Don’t miss out on the opportunity to make the most of it. Embrace it, master it, and watch your brand soar to new heights.
Key Takeaways:
  • Recognizing and addressing the common reasons why your YouTube strategy isn’t working can significantly improve your brand’s performance.
  • Mastering YouTube strategy can open new opportunities for brand storytelling, community building, and customer engagement.

Bonus Reason: Not Understanding the YouTube Algorithm

Platform algorithm’s are the closest held secrets. However, a well known, seldom remembered fact is that the YouTube Algorithm is supposed to find videos for viewers and not viewers for videos. We’ve seen brands make this classic mistake over and over. They use their YouTube channels as dumping grounds for TV ads, webinar recordings that no one is searching for. It is absolutely essential for brands to identify the right content as and then optimize and market it right. Unless you’re creating content that your audience is looking for, your brand’s YouTube channel won’t unlock that hockey stick curve growth pattern.
Need help turning your YouTube strategy around? Get in touch with us today. Let’s make your brand shine on YouTube.

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]]> More Views, Less Work: Content Repurposing Tips to Boost Your YouTube Channel https://www.touchstorm.com/blog/content-repurposing-tips-for-your-youtube-channel/ Mon, 29 May 2023 14:44:47 +0000 https://www.touchstorm.com/?p=3290 Maximize your channel's potential by upcycling older videos into fresh content. Dive into our tips for stitching multiple videos together, optimizing for broader search terms, and driving increased engagement. Discover a cost-effective strategy that promises growth, better SEO, and higher watch times—all from your existing video library!

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More Views, Less Work: Content Repurposing Tips to Boost Your YouTube Channel

Picture of Sangeetha Arun
Sangeetha Arun
Any decent YouTube Content Marketing Strategist will tell you that consistently publishing high-quality videos is key to growing your YouTube channel. But with budget constraints and competing priorities, it can be challenging for marketers and brand managers to keep your content calendar and channel as active as you’d like. If you’re facing an empty content calendar and have run out of ideas, there’s a simple solution that can help you maintain momentum on your channel, boost your YouTube SEO and amass more watch time: repurposing old content into new, longer videos.

What is Content Repurposing?

Content Repurposing on YouTube is taking old content by combining several existing videos and stitching them together to have a new piece of content.

It’s like upcycling old material and putting it under a new “package” – the package in this case being a new title and thumbnail. This repurposing can reinvigorate your channel and allow you to continue to drive engagement where you would otherwise have nothing – all for the low cost of simple editing.

How Does Content Repurposing Benefit Your YouTube Channel?

Repurposing old content has several benefits, one of them is that it works as a YouTube SEO booster. This is because it allows you to optimize for broader search terms and target a different audience. For example, if you have several 2-3 minute videos on how to make different cocktails, you can combine them into one longer video titled “Our Favorite Summer Cocktails” or “Top 10 Cocktail Recipes”. This way, you’re targeting a broader audience that’s searching for general cocktail content, rather than a specific type of cocktail.

Content Repurposing also gives you the opportunity to hit on more niche search terms all from one piece of content. 

You can break down longer videos into chapters, each targeting a different search angle or commonly asked question. This makes it easier for viewers to find the information they’re looking for, and it also helps improve your YouTube SEO. Here is an example of this from Toyota, one of Touchstorm’s clients.

Example: How Does Content Repurposing Benefit Your YouTube Channel, using Toyota as an example.

Google search results highlight YouTube video chapters as “key moments” so users can see if there’s a part of the video that has what they’re looking for and be more likely to engage with it.

Brand Example: How “CNBC Make It” Boosted Their YouTube Content Marketing by Repurposing Old Videos

One example of a channel that successfully repurposed old content is CNBC Make It, which has 1.7 million subscribers. They recently published a 30 minute video that was actually three older videos put together with minimal editing.

The result? The video received 390,000 views in just one month, using content that was two years old.

Brand Example: How “CNBC Make It” Boosted Their YouTube Content Marketing by Repurposing Old Videos

Creator Example: How the Educated Barfly Maximized the Potential of Old Videos Using Content Repurposing

The Educated Barfly is a YouTube channel with videos on how to make various cocktails. This channel’s creator took this approach to the extreme; he created a 30 minute video titled “50 Cocktails you NEED to know!” The video is actually 50 of his most popular cocktail tutorials edited together. Not only did it perform, it is the 4th most successful video on his channel to date with nearly 900,000 views. For contrast, those 50 videos include content dating as far back as 2017 and combined have about 6 million views — that’s a 15% return in 9 months from content that’s around 5 years old!
Content Repurposing: How the Educated Barfly Maximized the Potential of Old Videos Using Content Repurposing
Providing URL to each chapter inside a video
Following best practices, the video is properly chaptered and he even added URLs linking to each segment’s original video for transparency.

How to Repurpose Old YouTube Content

Content repurposing on YouTube is easy. Here are the steps you can follow to turn your existing videos into longer, more engaging content:
  • Step 1: Choose a title and thumbnail that accurately represents the new video.
  • Step 2: Edit the videos together to create a cohesive, longer video.
  • Step 3: Add timestamps in the video description to break down the longer video into chapters.
  • Step 4: Publish the new video on your channel​​​​
Break down longer videos into chapters on YouTube

What to Watch Out for When You Repurpose Old Content

  • Transitions between segments: Viewers can be impatient and skip these parts which will hurt your retention. Opt instead for very concise, to the point transitions that make the content flow seamlessly into each other. CNBC Make It used an “Up Next” animation that lingered for a few seconds. The Educated Barfly added some sound effects and an image of the cocktail + recipe to introduce each segment.
  • Stay true to your brand: Depending on how old the content is that you’re repurposing, it may show old branding elements that are no longer relevant today. Be aware of this and edit as necessary to achieve a consistent tone and visual style that reflects your brand accurately.
  • Use content repurposing as a supplement, not a replacement: Eventually you’ll run out of things to repackage and should be used as a way to supplement your overall content strategy while giving you time to create new content. It simply can’t be the only source of content for your channel.
  • Keep an eye on performance: After you’ve hit “publish” on your repurposed content, it’s crucial to monitor performance. Is the click-through-rate on par with your channel’s benchmark? Remember that the title and thumbnail are part of the new “package”; If CTR is lower than usual, try testing different title and thumbnail combinations.
  • Be transparent with your audience: Make it clear in the video description or in the video itself that the content is repurposed from older videos. This can help maintain trust with your viewers.

Repurpose Old Videos for Ongoing Success on YouTube

Another way to repurpose content is by converting your top-performing shorts into long-form compilations. Give your viewers something to come back to, something to binge on, and something to share with their friends. By striking a balance between short-form and long-form content, you can create a solid YouTube content strategy that maximizes your potential for growth.

Content Repurposing is an effective YouTube content marketing strategy that can help you keep your channel active, drive more views, and optimize for more search terms. This strategy will help you reach a new audience and in turn increase your views and watch time. That’s channel growth by squeezing more views out of existing content without added production costs.

Touchstorm provides full YouTube growth strategy and services for global brands, optimizing Paid, Earned, Owned & Commerce. We specialize in Organic Channel Growth, a practice we invented that is now industry standard.

Get in Touch with Us for a Consultation on Your Brand’s YouTube Strategy

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