I’m fairly certain that this post is gonna make some of my YouTube friends pretty upset…but yanno what, I’m just gonna say it.
There is a gigantic difference between being a Youtuber and video marketing.
This post is gonna break down these differences so you can decide which is right for you.
Whichever type of creator you are, you both will obviously need one thing: videos. Before you keep reading, I have a list of 50 different videos you can make for your business that you can download right now.
YouTube is a Job!
I’m on my own channel twice a week, producing content like crazy. I consider myself a Youtuber and a business owner…so I might be a little insane. YouTube is a LOT of work to pay attention to – algorithms, subscriber growth, video conversion, constant creation. It can get super overwhelming. If you’re a YouTuber, you really have to be cranking out one video per week if you really want to be effective.
Why won’t the algorithm just love me?
On the other hand…
When you’re considering using video to market your brand, you can be a little less consistent. I truly believe that if you want to use video to grow your business, you can get away with just one video a month.
ONE VIDEO A MONTH!
How can one video last for an entire month of marketing?
When it comes to video marketing, you can use Facebook, Linkedin, Twitter, Periscope, and so much more. You can also use your videos for email marketing and convert them into blogs.
You can also reshare your posts with different messaging in the post to initiate a new conversation.
You can keep sharing your video across all the social networks of the internet. If you’re a YouTuber, your content is on one place: YouTube. But with video marketing, you have the internet as your oyster. There are some YouTubers who differentiate their platforms but their main focus is still YouTube.
You can share your posts in the YouTube community tab, but there are limitations. you have to have 5,000 subscribers and 4,000 hours of watch time to qualify to post.
If you’re trying to use video to market your business, you’re probably trying to solve some problems for your customers. You want to be the video that pops up when your customers search questions into Google.
“What is it that my customers are probably searching on the Internet to get to me?” and create a video around that.
Lead-Focused vs Growth-Focused
Now, every time I create a YouTube video, I always include some sort of opt-in for my audience. (Seriously, if you still haven’t downloaded my 50 video ideas, here it is). I want to drive you to my email list so I can continue to provide value and communicate with you in a new way. I don’t want to rely solely on YouTube to service my value to you.
When it comes to the content I’m making on YouTube, it is lead-driven. I’m trying to get you to do something which is watch my video, opt-in to my email, and continue the conversation in your inbox.
When it comes to YouTube, rather than being lead-focused, their videos are usually growth-focused. They are focused on view counts and subscribers, which are important metrics which allow them to unlock specific features on YouTube and specific business goals.
Proof of concept and knowing how to use YouTube definitely means something to other viewers too. But more often than not, people are going to watch a video that has more views over another one, so that’s why those vanity metrics matter.
A YouTuber might be using their videos to
- Grow their brand,
- For affiliate marketing
- Obtain sponsorships & partnerships
A business might use Video Marketing to:
- Drive traffic-in lead
- Membership or opt-in
YouTube is generally about non-tangible things like affiliate marketing and partnerships while video marketing is generally product & service based.
What’s cool is that you can have multiple streams of income for both. You can be service-based, have affiliate marketing, have sponsorships and partnerships in either role. The difference is, usually as a YouTuber, that is the main goal. In video marketing, your main goal is to get leads from videos to ultimately sell your product or service.
I hope this help cleared up some differences between being a full-time YouTuber and video marketing. Check out my personal YouTube channel for more amazing video marketing tips.