Businesses can draw attention to themselves with short videos on YouTube. (Photo: © Fernando Gregory Milan/123RF.com)
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Digital Crafts - Theme specials
May 2019
Crafts 4.0: In the age of digitalization, craft businesses must find new ways to attract skilled workers and reach customers. Short video clips on YouTube are a promising strategy.
Online videos are becoming increasingly popular: According to a representative study by the market research company Appinio from 2018, two-thirds of 14- to 24-year-olds use the video platform YouTube daily. A study by HubSpot also demonstrates the importance of YouTube: According to the study, 80 percent of all consumers in Germany choose the online service to watch video clips. Skilled trades businesses can take advantage of this reach: With their own free YouTube channel, they can specifically strengthen their image – because customers, skilled workers, and trainees specifically search for information there. But how does YouTube marketing work – and how can companies achieve their desired goals?
Videos will play an important role as a marketing tool of the future on the internet, as moving images with sound can convey completely different impressions than text or photos. YouTube clips can be used for a variety of purposes: They can focus on your own products and services, as well as current projects or special references. Video diaries, company profiles, or professional profiles are also conceivable – for example, to convince trainees or skilled workers of your company's potential.
There are two paths to the actual video production: Professional video production service providers often charge four-figure sums for a clip lasting several minutes. In return, the results usually meet professional standards. Those who create their clips entirely themselves, for example using a smartphone or digital video camera, will hardly achieve the high-gloss quality of professional productions. However, the execution is inexpensive and the results are authentic. However, craftsmen should rely on high-quality technology from the outset to ensure the image quality meets common internet standards. Smartphones and cameras with image stabilizers are particularly recommended. However, these don't work miracles, and some practice is required to avoid putting off viewers with shaky footage. When compiling your own videos, it is also important to ensure that no copyrighted material, such as TV clips or music, is used. To consistently avoid poor video quality or other errors, a professional service provider is often the better choice - depending on the project.
With all video projects, craft businesses should ensure that the content doesn't seem too promotional – as this puts viewers off. Furthermore, only the right communication strategy will achieve the goal: Young people, for example, want to be addressed in a more relaxed manner than older people. And the right tone must also be found for skilled workers and customers. The greatest factor for success, however, is and remains the content concept: On the internet, content that evokes emotions – that is, that entertains, fascinates or makes you smile – is particularly popular. Such videos are readily shared and forwarded, meaning they can reach a large number of viewers in a short space of time. There are now many apps and programs for editing and post-production of videos, some of which are even available for free. When choosing an app, it can be a good idea to pay attention to the "subtitles" function – because many video fans watch YouTube videos without sound so as not to disturb other people.
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YouTube also enables direct dialogue with customers or prospective employees, as the online platform has evolved over time from a video portal into a fully-fledged social network. Its comment functions are designed for this purpose: Most videos can be rated and commented on directly by viewers. This allows companies to learn what customers, specialists, or other viewers particularly like, and allows them to engage in direct conversation with prospective customers. Since YouTube counts every single video view, you can also see over time which content is particularly popular. Those who incorporate this information into future video productions will, over time, produce increasingly successful video clips.
If you have any questions about online marketing, consultants from the Chamber of Crafts can help.
8 steps to your own YouTube channel
1.) Surf to the address with an internet browser www.youtube.com.
2.) Click on “Login” in the top right corner.
3.) Enter your Google credentials or create a new account.
4.) On the YouTube page, click on the icon with the camera and the plus sign in the top right corner.
5.) Select “Upload Video”
6.) Enter a name for your video upload. Then select "Create Channel" in the bottom right corner. Alternatively, you can specify a name by clicking "Company Name/Other Name."
7.) The YouTube channel has now been successfully created. You can now select video files for upload by clicking the large arrow in the middle of the window. You can set the desired access restrictions by clicking the small arrow next to "Public."
8.) If you have any problems or questions, please click on the “Upload Guide”, “Troubleshooting” or “Mobile Uploads” links.
Photo: © elenabsl/123RF.comCreate a concept: What goals and target groups do you want to reach?
Develop ideas: What content is suitable for your video clips? For example, products, services, projects, video diaries, or portraits?
Build an image: What is your company philosophy? How can you convey it through your video clips?
Plan the implementation: Who should produce the video clips? Using what technical means?
Choose protagonists: Who should be featured in your video clips? Depending on your goal, it might be useful to include employees, trainees, or customers.
Be brief: Your video clips should not be too long – ideally no more than three minutes.
Stand out: Each video should address a specific need of the target audience, e.g. entertainment, acquisition of knowledge, inspiration or motivation.
Stay authentic: Don't pretend to be something you're not. And be honest in everything you say—the internet never forgets!
Schedule updates: Upload new content to YouTube regularly – this is the only way viewers have a reason to keep coming back to your video channel.
Increase awareness: Link your own videos, for example via Twitter, on your own Facebook page, your homepage or in email newsletters.
Be communicative: Respond to comments on your video clips and engage in dialogue with other YouTube users.
Observe legal requirements: Please consider applicable laws such as the GDPR, copyright law and the Telemedia Act in all online activities.
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