YOUTUBE COMMUNITY: HOW TO FOSTER ENGAGEMENT FOR YOUR BRAND


Rene Ritchie, YouTube’s Creator Liaison, released his May 2024 updates concentrating on community: what it means to the audience, and what impact it can have on a creator’s income strategies. We wanted to see what community means for brands on YouTube.

It's not just about gaining subscribers; it's about fostering a space where your audience feels connected, valued, and engaged, which in turn, has a huge impact on your brand. Building a community on YouTube involves more than just uploading videos; it requires engagement, consistency, and a deep understanding of your audience.



Here are four effective strategies that brands can use to build a strong community on YouTube:

  1. Consistent and High-Quality Content:

    • Regular Upload Schedule: Posting videos on a consistent schedule helps maintain viewer interest and sets expectations. Whether it's weekly, bi-weekly, or monthly, consistency is key.

    • Quality Over Quantity: Ensure that each video provides value, whether it's educational, entertaining, or inspirational. High production quality can help, but authenticity and relevance to your audience are more important.

Who does it well: Bon Appétit: Bon Appétit has built a strong community by consistently posting high-quality cooking videos. Their "From the Test Kitchen" series features engaging personalities, and the content is both educational and entertaining. They upload regularly, keeping their audience eagerly awaiting the next video.




2. Engage with Your Audience through Video Comments and Live Streams:

  • Respond to Comments: Actively respond to comments on your videos, showing that you value your audience's input and are willing to engage in conversation.

  • Host Live Streams: Live streams allow for real-time interaction, which can help build a more personal connection with your audience. Use this time to answer questions, provide updates, or simply chat with viewers.

Who does it well: Lush: Lush Cosmetics, a UK-based beauty brand, is known for its active engagement with its audience on YouTube. They frequently respond to comments on their videos, addressing questions, concerns, and feedback from their viewers. Lush also fosters a sense of community by featuring user-generated content in their videos, showcasing how customers use their products in creative ways. They often host live streams and Q&A sessions where viewers can interact directly with brand representatives and get insights into their products and values. This approach helps Lush build a strong and loyal community of beauty enthusiasts on YouTube.

 

3. Engage with Your Audience Through Community Posts and Comments:

  • Use YouTube’s Community Tab: Post updates, polls, behind-the-scenes content, and engage directly with your audience outside of video uploads. Note that the Community tab is not available if you’re using a supervised account or your channel is set to ‘Made for Kids’.

  • Pin Important Comments: Highlight key discussions and show appreciation for your engaged viewers by pinning important or insightful comments.

 

Who does it well: TED: The TED YouTube channel effectively uses the Community tab to engage with its audience. TED regularly posts updates, polls, behind-the-scenes content, and thought-provoking questions, encouraging active participation from its viewers. This continuous dialogue demonstrates TED’s commitment to valuing and involving its audience in their content and brand.


4.   Encourage and feature User-Generated Content:

  • Challenges and Contests: Encourage viewers to participate in challenges or contests. This can create excitement and encourage viewers to share their own content related to your brand.

  • Feature Viewer Content: Showcase user-generated content in your videos. This not only acknowledges your audience but also encourages more viewers to engage and contribute.

Who does it well: GoPro: GoPro excels at encouraging user-generated content by featuring videos shot by their customers. They run regular contests like the "GoPro Awards," where users submit their best GoPro footage for a chance to be featured and win prizes. This strategy not only creates a sense of community but also showcases the versatility of their products.

So, what actions should you take right now? Here are our four key takeaways:

  1. Maintain Consistency: Post high-quality content on a regular schedule to keep your audience engaged.

  2. Engage Directly: Respond to comments and host live streams to build a personal connection with your audience.

  3. Utilise Community Features: Use the Community tab and pin important comments to foster deeper engagement.

  4. Encourage Participation: Create interactive content and feature user-generated submissions to build a vibrant community.

 

After reading this we hope you feel empowered to foster a sense of community on your channel. And as always, please get in touch if you want to discover more about how we can help you supercharge your YouTube channel. If you have any questions on any aspects of YouTube, come and have a chat with us 👉 hello@navigatevideo.com

Guest User