The first video was posted to YouTube in 2005, and since then, the platform has become home to 14 billion videos — or more than one and a half videos for every person on the planet. The platform continually adds new features and updates that help businesses make the most of YouTube’s marketing, branding, and customer engagement potential.
This year, nearly 90% of consumers say they want to see more video content from brands. Therefore, let’s explore how your business can take advantage of YouTube’s many features.
[Read more: 6 Tips for a Killer Small Business YouTube Strategy]
YouTube and Shopify Shopping affiliate program
YouTube and Shopify formed a partnership in 2022, but this year, the partnership expanded. Now, eligible Shopify Plus and Advanced merchants can sign up for YouTube Shopping’s affiliate program through the Google & YouTube app on Shopify.
If your business sells on Shopify, participating in this program gives you access to thousands of creators available to showcase your products in their videos. “You can easily manage the program and view analytics, content, and products right from Google Merchant Center,” wrote YouTube. “Eligible creators can tag products in their YouTube videos, Shorts and live streams, which allows viewers to shop while they watch.”
The expansion of this program is a great way to reach new customers and tap influencers on YouTube to feature your products authentically. Read more about how to take advantage of the program in this guide.
YouTube Shorts
Short-form videos dominate streams like TikTok, Snapchat, and Instagram Reels. YouTube has its own short-form video content known as YouTube Shorts.
“[S]hort-form video is no stranger to YouTube. The channel’s first-ever upload was only 18 seconds long,” wrote Hootsuite. “But, what sets YouTube Shorts apart is its ability to convert viewers into subscribers for your channel, a must-do for brands and creators.”
Shorts are a great way to draw viewers into your channel and start to build a following. You can create an entirely separate channel for your Shorts or include a Shorts widget on your main channel, which is ideal for keeping your content consistent and engaging viewers.
[Read more: 6 YouTube Features Your Business Could Be Using]
If you haven’t done so already, it’s worth making the effort to verify your YouTube channel.
Livestreaming
Today, nearly 40% of consumers think livestreams are the most engaging type of content. More than half of viewers who watch livestreams prefer to watch live content on YouTube over other platforms. If you haven’t hosted a live video session on YouTube yet, take this as your cue to try it.
Livestreams are great for building relationships with your customers and boosting engagement. “This interactive platform opens doors to numerous opportunities, including increased audience reach and enhanced brand visibility,” wrote C&I Agency, a media agency. “Furthermore, YouTube’s features like Super Chat present an innovative monetization avenue, enabling viewers to pay for highlighted comments during live streams, thereby creating an additional revenue stream for businesses.”
Super Chat is available to participants in YouTube’s Partner Program. While it’s not necessary to join to host live video, learn if you’re eligible to apply for this program to utilize specific engagement features.
Verify your YouTube channel
If you haven’t done so already, it’s worth making the effort to verify your YouTube channel. A verified channel indicates to viewers that you are the official owner. This can help establish trust and authenticity, especially for brands.
That’s not all: Verified channels gain access to additional features you can use to market your business, including:
- Custom thumbnails: Create visually appealing thumbnails that can attract more clicks.
- Longer videos: Upload videos over 15 minutes, perfect for in-depth content.
- Livestreaming: Host live broadcasts to connect with your audience in real time.
- Content ID claims: Manage copyright claims more effectively.
Verification can also help improve your search ranking. While not a direct ranking factor, verification can indirectly contribute to search visibility by boosting your channel's credibility and user engagement.
CO— aims to bring you inspiration from leading respected experts. However, before making any business decision, you should consult a professional who can advise you based on your individual situation.
CO—is committed to helping you start, run and grow your small business. Learn more about the benefits of small business membership in the U.S. Chamber of Commerce, here.
