People love to watch videos for information and entertainment. One way to capitalize on this popularity is to broadcast your videos on your own YouTube channel.
Socialblade.com has listed the top 100 YouTube channels, which confirms people, especially young ones, like to watch videos that are informative and entertaining. Many of the top 100 are YouTube channels for performing artists, such as Justin Bieber and Beyoncé. And then there is Michelle Phan.
Phan took a blog devoted to makeup tutorials and turned it into a YouTube powerhouse. She has uploaded almost 400 videos since 2007, which have attracted more than 1 billion views. One of Phan’s most viewed videos – 1.5 million views – shows how to style up when attending a music festival.
Other videos talk about hair removal, pimples and makeup tips and tricks. Phan provides trend reports on metallic lips, lift-up shoes, peel-off makeup and glitter freckles. There also are videos that address cyberbullying and acne shaming.
Phan, who was born in Massachusetts, posted a video earlier this year about her trip to Vietnam to meet with family members and discover her ancestral roots. The video is polished, with professional videography and quick clips that take you along for her ride without making you wish you could jump off the bus.
Phan is regarded as a YouTube personality and entrepreneur. But her secret isn’t really a secret. She took a subject that is highly visual and brought it to life on video. She mastered an on-camera style that makes a potentially boring subject interesting, or even exciting for young women intensely consumed with how they look.
Marketers encourage use of video content because it can boost clicks on social media and websites. Some recommend setting up YouTube channels to create your own broadcasting network to run parallel with a website. We agree with the power of videos, especially as more people interact with the internet on mobile devices.
But more is required than setting up a camera to capture a talking head or an unstaged and unscripted event. Videos worth watching are videos that have been designed with forethought. For example, Phan succeeds on YouTube because her message and her medium match with the preferences of her target audience.
AARP has a YouTube channel that features videos with clips of 1960s rock and roll bands, tips on how to avoid injuring-causing falls and look-backs to major historical events. The YouTube channel for Angie’s List contains videos showing to stain a deck, finding the best body shop after a wreck and deciding whether to repair or replace an air conditioner.
Video provides an opportunity to humanize your brand, infusing it with personality, a life story and first-hand experience. YouTube is a perfect channel to extend your story brand and engage customers. The key is to make your brand extension and customer engagement informative and entertaining so people tune in.