YouTube Channel of the Month: Lick
Lick is a unique home décor brand where sustainability and community are at the forefront of everything they do. Over the past year their YouTube channel has gone from strength to strength, as they continue to build their YouTube community through creating content which connects their viewers to their core values and brand ambitions.
The success of Lick’s YouTube channel comes from their dedication and attention to detail when creating high quality content, optimised using the best practices of YouTube SEO.
Here are 5 examples of how Lick’s YouTube strategy has been one step ahead of its competitors over the past year.
1. Their Thumbnails are…
Bespoke
Lick creates custom thumbnails to represent their brand identity and values, they use enticing images which quickly catch the eye of the viewer and lead them to further content on their channel.
Inspiring
Lick excels in finding inspiring and enticing images that relate to the video content. Combining this with bold and clear text, it persuades and encourages viewers to click on the video to find out more.
Recognisable
Thumbnails create structure and consistency and are relied upon when viewers consider whether they should return to the channel. Lick uses their brand colours across all their thumbnails to ensure that their content is easily recognisable to viewers in search results and in the suggested videos feed.
2. Their Homepage is…
Well organized
The content on Lick’s channel homepage is organised and managed into separate shelves relating to different categories, for example, ‘decorating diaries’, ‘how to get decorating’, and a celebrity feature called ‘at home with’. This makes it much easier for viewers to find content suiting their specific needs and interests, ensuring the viewer spends maximum time on their channel.
Community focused
As a brand that places their community and people at the forefront of their identity, it is important that they make sure they are connecting with their audience. Lick actively uses their community page to share their favourite articles and videos, encouraging their community to find out more. Building this community entices viewers to repeated visits and engagement with their channel.
Visually identifiable
A channel homepage needs to visually represent the brand so that it can be easily identifiable to viewers. Lick uses their channel header and icon to share a stylish and simplistic theme. They use a black and white logo as their icon and showcase their paint colours on their channel cover.
3. Their Titles and Descriptions are…
Structured
It is important to structure titles to ensure they are easily distinguishable when they are displayed on the search page. Lick uses titles that not only clearly identify their brand but also accurately represent the video content using relevant keywords.
Categorised
Lick categorises their content by identifying the theme and style of the video within the title. This provides familiarity for the viewers and allows them to continue watching similar videos within a series or genre.
In-Depth descriptions
Video descriptions are home to the most important information for the brand and the video. Lick provides information about the content taking place, whilst also sending viewers to different content within their channel or external pages, such as their website or social channels.
4. Their Content Strategy is…
Informative
Lick utilises their YouTube channel by providing their viewers with regular and informative videos to keep them interested over an extended period of time.
Instructional
They offer their users a “how-to“ content narrative that has established itself on YouTube as one of the most popular content themes due to its structured and educational nature.
Inspirational
Not only do Lick provide tips and information about home décor and how to use their products effectively, but they also inspire their viewers with various content on interior design, encouraging them to think outside the box with their own home decorating journey.
5. They drive deeper engagement via…
Custom endscreens
Lick uses personalised and branded endscreens which leave a positive lasting impression on the user, whilst also encouraging them to engage with further content on their channel.
Links to product pages
Using infocards to link to different products and services on their website, or videos and playlists within the channel, not only creates positive engagement, but it also ensures that the user journey continues to be clear and direct.
Consistency
By continuously following a similar pattern and structure with infocards and endscreens, Lick is creating positive interactions with their viewers that become familiar, enhancing the viewers experience and increasing frequent user interaction.
Channel optimisation is important for the continued success of a brand’s YouTube channel and should be considered just as important as any of the other social channels.
A big well done to Lick for their brilliant work on channel optimisation!
Come back in May to find out who we have awarded YouTube channel of the month to next!
Need help?
We are YouTube experts who will help manage, integrate, optimise, amplify and evaluate your YouTube content and channel, ensuring you reach the right audience and drive high quality engagement and action rates. Get in touch to find out how we can help with your YouTube marketing strategy: stuart@navigatevideo.com