The Basics of Starting and Maintaining Your Own YouTube Channel

August 13, 2018

AUGUST_Frontier_Insider.2018Header

YouTube has revolutionized the way content is created and distributed. According to Wikipedia, YouTube is the second most popular website on the internet. With 300 hours of content uploaded every minute, the platform is also the second largest search engine.

Because of this, creatives and brands have used YouTube channels as promotional tools. But, success on the site entails more than just an attractive video. Your YouTube channel page, which includes the channel name, icon, art and trailer are all vital to a channel’s longevity.

However, with approximately 50 million channels on the site, what’s the best way of starting and maintaining your own? Well, today we answer that question. We’re going to review the basics of developing and sustaining your channel for the long run.

Alright, let’s get started!

Define Your Target Audience

As we’ve mentioned, YouTube is a crowded, competitive place. This is why defining your audience is vital. When it comes to channel positioning, specificity is key.

The first, and perhaps most import question you should ask is, “Who is this channel for?” With 50 million other channels floating around, you need to devise how to make your channel unique. The more specific your target audience, the better. Creating a generic auditions channel or an acting coach vlog will not help you to stand out.

Instead of casting a wide net, define who specifically is going to be interested in your topic. That way, you have a better chance of having your videos watched, liked and shared.

Determine Your Channel’s Value Proposition

Along with defining your audience, the next important question is, “What type of value am I going to provide?” Do my videos show how acting jobs help vegan moms? Do they reveal how casting calls are the best way to learn new acting skills? As with an audience, a targeted message is the most effective. You have to give your audience a reason why they should subscribe to your YouTube channel. Why is your content and message different than all the rest? Determining a specific value will help in the creation of your content.

What Types of Videos Should You Make?

So, you’ve narrowed down your target audience and chosen a value proposition. Now, it’s time to decide what types of videos you will produce. Is this going to be a How-to? A vlog? Of course you don’t have to limit yourself to one type of video. But, like all things having to do with content creation, it’s important to remain focused. Starting out with 1 or 2 types of videos is the best route to go. Then, as your YouTube channel grows, you can experiment with different formats. What you don’t want to do, is proceed with a format that doesn’t support your value proposition.

For example, let’s say your value proposition is, “Online casting techniques that lead to better acting roles.” Well, interviews and inspirational videos may not be your best format. However, a how-to would be of great interest to your viewers.

Ultimately, select the format that best addresses the values of your target audience.

Devise a Publishing Schedule

Along with what types of videos you will produce, you also need to determine how often you will upload videos to your YouTube channel. Viewers and subscribers want to know you publish content on a regular basis. Now, there’s no one size fits all when it comes to scheduling. Some people publish every day, while others only once a month. Regardless, it’s important to construct a schedule that gives you enough time to produce compelling, original content.

Organization and Visual Style of Your YouTube Channel

It’s no surprise that the visual style of your YouTube channel is instrumental to its success. As we’ve said, the goal is to stand out amongst all the competition. Because of this, each visual element needs to be crafted to support your brand. This includes animated logos, on-screen graphics, wardrobe, video thumbnails and channel art.

Take time to define the style that will represent your channel. The important thing is to keep the style distinct and consistent. Try to use the same font, colors and design elements throughout the entirety of the channel.

Along with the visual style, organization is essential. This is where channel sections come into play. Channel sections tell viewers and potential subscribers here’s what this channel is about. It also helps current subscribers discover more content. Organizing videos into specific sections makes finding content much easier.

Choose The Right YouTube Channel Name

As the title suggests, the channel name is the name for all the content you upload to YouTube. It can be a person’s first and last name, or a phrase to describe the channel’s overall topic. Examples would be “Mastering Wizard Acting Roles,” or “Think Like A Casting Director.” A channel name is important because it appears on your videos, channel page and in YouTube’s search results. It’s a powerful tool, and an integral part of how viewers define your brand.

When it comes to YouTube channel naming though, brevity is key. Yes, you want a name that’s unique. But, it’s also important to have a name or phrase that’s easy to remember. It should be easy to pronounce and spell, and typically unfolds in 2-3 word phrases. “Acting Coach Psychology,” or “Canine Acting Jobs.”  If you’re having difficulty, try a free service like Shopify Business Name Generator. The site generates business name options and checks for domain availability.   

Pick An Effective Channel Icon

When a person searches for your channel on YouTube and Google, the channel icon is what appears. A YouTube channel icon is a small, visual representation of your channel. This icon is important because it appears in more places on YouTube than any other component of your channel.

For most people, the icon will be the first image they see from you. Because of this, a channel icon that accurately represents you is essential. If the channel revolves around a single individual, then a headshot is most appropriate. If you’d prefer not to include a headshot, then create a channel logo for your brand instead. But remember, the channel icon is small. You want to select an image that displays clearly no matter which section it is in. As far as dimensions go, the icon should be an 800 x 800px image. Once it’s uploaded, review and crop if necessary.

YouTube Channel Art   

Channel art is the large banner running across the top of your channel page. It is used to convey key information such as a channel’s upload schedule, tagline and social media accounts.

Now, when it comes to your channel art, you typically have three options. First, there is the creator shot. This works well for personal brands and vlogs, and features a professional-looking headshot. Next, there is the representative shot. This is simply an image that represents the topic your channel will be covering. Examples would be scenes of actor preparation or casting calls. And finally there is the logo.

Along with your channel art, come up with a tagline you can feature in the banner. Your tagline should be a short description of your channel’s value proposition. An example would be “Squire Auditions Made Easy.”

To get started with channel art, use a tool called Fotor. This free application has a feature specifically designed for creating YouTube Channel art. For more complex designs, try using graphic design tools such as Canva or Snappa.

Creating Your Channel Description

YouTube channel description is a succinct outline of what type of content you are publishing. It shows up on your channel page as well as in YouTube search results.

Now, the first 100-150 words are the most important. This is because YouTube displays a 100-150 word description snippet next to your channel in the search results. Because of this, you want to convey your channel’s goals and values immediately.

When coming up with your description, always keep the viewer in mind. A lot of YouTubers focus the channel description on themselves. Sure, this is fine for larger brands. But, the best strategy is to answer the question of what is the benefit subscribers will receive? How can they learn from my advice?

The Importance of The Channel Trailer

A channel trailer is a video designed to help viewers quickly learn about the content you publish. When enabled, the trailer appears at the top of your YouTube channel page.

In terms of duration, aim for 30-90 seconds. Of course there’s no perfect length. But remember, when it comes to YouTube elements, brevity is key. Keep it short, but make sure to give yourself enough time to get your message across.

A popular format for the trailer is known as the T.O.P. formula. This stands for Target Audience (casting directors, acting coaches, etc.), Origin Story and Pitch (asking viewers to subscribe). It’s also advantageous to include a highlight reel of your best clips within the trailer. This acts as ideal b-roll while you’re describing your mission and value proposition.

Respond To Channel Subscribers

Because a subscriber is notified when you publish new content, they are more inclined to view a video than a non-subscriber. This is why staying engaged with subscribers can increase watch times for your videos.

To do this, reply to comments. The best way of sustaining subscribers is to create a community atmosphere. A sense of community enables a deeper connection with your viewers, and promotes long-term growth for the channel. Often, it’s a powerful feeling to receive a message directly from the content’s creator. When people see you responding, they’re more inclined to comment and subscribe themselves.

Promote Your Videos In Forums and Q&A Sites

Besides the standard social media promotion, forums and Q&A sites such as Reddit and Quora are ideal places to promote your videos. People visit these sites to get answers and view new content. Your videos can accomplish both of these desires. Let’s say you just published a video on using the psychology of a casting director to master casting calls. Now, find places where actors go to get their questions answered about auditions and acting jobs. Once there, share your video with the group. But remember, don’t just drop in a link to the video. Make sure to compose a full post detailing why this information and content is useful to the online casting community.   

Wrapping Up YouTube Channels

Advertising guru Leo Burnett once said, “What helps people, helps business.” This is at the heart of what a successful YouTube channel is about.

You may want to discuss the benefits of online casting and actor websites. Or, important yet neglected acting roles. Whatever the topic may be, a YouTube channel can help explore that. Now of course, these are just the basics of a complex platform. But hopefully you have a stronger foundation for pursuing your own content creation.