Have you ever watched someone on a YouTube video and wondered what that person was thinking? They appeared so unkempt and unprofessional. You don’t want to be that person, because the only attention you’ll get is negative.

YouTube claims that 100 hours of video are uploaded every minute! With 1 billion users, YouTube can be an excellent marketing tool for you and your company. According to Nielsen, YouTube reaches more US adults ages 18-34 than any cable network.

How Are You Going to Stand Out?

It’s important to be at your best, in light of the fierce competition for attention. Beware of uploading a “home video” shot on your smart phone. A point-and-shoot video is likely to do more damage than good in the long run.

You’ll also be embarrassed if your CEO, or a client, stumbles on a video of you horsing around with a drink in hand at your college reunion. You don’t want to ruin your reputation in a video that doesn’t truly represent you. So everything you upload to YouTube should be highly professional.

Follow the same rules as if you were making a TV appearance on a major talk show. Only now you, and not a TV host, have control of the situation. Take advantage of the opportunity to shine. Make eye contact with the camera and deliver your key messages just like you would in any appearance.

Your YouTube video has the potential to be viewed by thousands of visitors.

There is a lot of advice on the Internet about how to use a cheap camera and microphone, leading you to believe that you will have your video shot and uploaded in no time. That’s because many YouTube visitors are accustomed to viewing amateur videos, or posting their own home videos.

That’s not for you.

Hire a professional video company or rent the equipment – camera, lights and microphone, and use a freelance video camera operator. If you don’t feel comfortable doing your own makeup, visit the makeup counter at a department store and have an expert apply your makeup before the shoot. 

What Do You Record?

Decide on the theme or focus for your video. What is your primary topic?

Add variety by using visuals. This could include demonstrating the new product you’re launching, charts, graphs, photos and animation. Add music if it’s appropriate. Include a description of your talk and a category. Use key words and tags so people can find you when they’re searching for your topic.

YouTube, like other social media channels, is a place to make new connections. Follow other people making videos and leave comments. They will likely reciprocate by following you. Remember to respond to their comments on your videos.

Below are several of the most popular YouTube topics. Almost nothing is off-limits if the video is in good taste and professionally made. In a previous post, for example, we wrote about a Soma spokesperson who made a YouTube video demonstrating how to wear a bra and finding the right fit.

Presentations. You worked so hard on your recent presentation to a professional association, why not record it for posterity and upload it to YouTube? You can email a link of your video to the participants, and people who weren’t able to attend,.

How-to. YouTube is filled with videos that show someone how to do something. Are you a spokesperson for a consumer products company? Describe and illustrate the steps in baking a cake, or fixing a broken vacuum cleaner, or whatever your particular product is.

Product launch. Consider including YouTube in the marketing mix when you launch a new product. Show how the features work. Test-drive your newest car model.

Promote a cause. You may work for a nonprofit or your company may be big into cause-related marketing. YouTube is an ideal forum to discuss your cause and how you and your company have made a difference in people’s lives.

Entertain. Some videos are designed simply to entertain. This is not for the feint of heart. Best to stick to other topics unless you’re a stand-up comic and a good one at that.

Shock. Everyone knows by now that smoking causes cancer. But a video, like this one, is designed to shock, and disgust viewers, with visible evidence of the damage smoking does to your lungs.

Educate. One of the most exciting videos on YouTube — the history of the world in two minutes — was made by a high school senior. It has gone viral with close to 12 million views! Without a word, it manages to combine the themes of educate, shock and entertain.

We’re looking forward to seeing you at your best on YouTube! Feel free to share links to your videos in the comment box below.

Related articles

• The Small Business Guide to YouTube (simplybusiness.co.uk)
• 5 Types Of YouTube Videos That Need To Die (makeuseof.com)
• 5 Ways To Promote Your YouTube Channel (business2community.com)