Page 135 - Christian Training Guide

#5: YouTube Marketers Focus on Educational Content Delivery

As video continues to spread across social media channels, we’ll see videos on YouTube

continue to become more meaty and robust. Instead of the 30-second video demos of
recipes that have taken over Facebook, success on YouTube will require companies to

create 1- to 5-minute in-depth demos, courses, and series that answer the viewers’

questions (some of which they may not have even known to ask, like whether a $27 or
$1,000 cake is more delicious).

Your YouTube channel should make your audience go, “Huh, I learned something.”
Marketers can find inspiration from YouTube-focused publishers like Screen Junkies and

BuzzFeed Video, whose videos are usually entertaining, often informative, and all just a
little outside of the box. Even if you’re a financial services provider or a furniture company,

your videos can and should do more than touting your services or the benefits of your

product.

#6: Influencer Marketing Evolves Into Exclusive Partnership Programming on

YouTube
In 2017, more brands will work with influencers on exclusive, longer-term engagements

instead of the transactional, one-and-done “campaign” mentality we mainly see today. This
will be in the name of producing programming, not campaigns or “content.” Nowhere will

this be more obvious than on YouTube.

But here’s the catch: We have to stop thinking about influencers as glorified channels
through which you pump pieces of your campaign.

The above approach and all its potential benefits to your company only come to
fruition with more exclusive, longer-term relationships: a partnership based on mission-

alignment and context built over time to unlock the potential sitting on both sides.

#7: Increased Socialization Features Improve YouTube Engagement