How can publishers build an audience on YouTube?

Jun 7, 2022 | Articles

Sara Merino

Sara Merino



Social media has become an indispensable part of any publishing strategy. It can help you reach new audiences and share other kinds of content that you wouldn’t be able to via traditional blog posts.

However, when we think of social media, we mostly think of Instagram, Twitter and TikTok. But, what about YouTube?

Video content is not a new thing. It actually has become a really important part of any publisher’s strategy these past years.

86% of businesses include video as part of their marketing strategy, as Hubspot indicates. And it has worked wonders on those who have opted for this medium.

Publications such as WIRED, Vogue or Insider have found great success on YouTube with the creation of many original, engaging content and different series that have attracted millions of watchers.

So why not join the fun?

Why should publishers open a YouTube account?

YouTube is one of the most used social media platforms ever. In fact, it’s the second most-visited site in the world with 14.3 billion visits each month, as Hootsuite states.

As we explained in this article, video consumption keeps growing. The demand is so high that with so many users, it would be a bad idea not to leverage them!

People mostly use YouTube as a search engine, that’s why you can find almost anything on it. This can be great for publishers since the opportunities are endless and video content has a great impact on its audience.

YouTube is also a long-term investment and can bring steady revenue in the long run. It’s a platform that has been open for almost two decades, keeping reinventing itself and it’s still as relevant as ever, so its reliability is pretty high.

But with so much content uploaded in the site, how can publishers distinguish from other businesses and build an audience on the app from scratch?

5 keys for a successful YouTube strategy

Redirecting your readers and subscribers to your YouTube channel is the first step to build an audience on this platform. But, how can you retain them in order to grow your channel and make the most out of it?

1. Create valuable content

Finding a niche is a crucial part of a YouTube strategy, but also creating original and creative content.

Focusing on making viral videos is not the way to go. Instead, focus your time and resources on being consistent, have a schedule and create video series so your audience becomes familiar with your channel, your content and your posting habits.

This way, you create a routine and build expectations on people who will eagerly look forward to your content every week or month.

2. Communicate with your audience

Understanding your audience is crucial for your growth in the app. You need to know what kind of content works best for your audience and listen to your subscribers about recommendations and other ideas to improve your channel.

It’s not unusual to find conversations being held in the comment sections, so don’t be afraid to engage with them, answer and pin comments. You can also use the Community section to ask questions, create polls and inform your audience of schedule changes or other matters.

YouTube users can be highly active when they find a channel they like, so make sure to leverage this to improve your engagement and build a community.

3. Collaborate with other creators

People get excited when youtubers collaborate with each other, even more when the other creators come from another niche, making two of their worlds collide.

Also, encouraging your subscribers to check other creator’s content can help you build relationships with them. Hopefully, they will return the favor!

But collaborations do not only apply to other youtubers. You can also partner up with designers, editors or sources of information to create new and authentic visuals and view experiences.

4. Understand the algorithm

Knowing how the YouTube algorithm works can be really beneficial for your strategy as it can affect the way you plan and create your content.

For instance, with the introduction of YouTube Shorts, many creators have felt the need of creating specific content or repurposing old pieces in such format to favor the app’s algorithm and have their channel recommended to other users.

This can ultimately lead to an increase of subscribers and the growth of your account.

5. Promote your videos on other channels

Don’t forget to promote your video content on your website, social media accounts and emails so your audience don’t miss them!

And at the same time, you can also add your contact information during the course of the video and also in the description box. This way, people can click on them to find more information and can follow you in other channels.

Although it can be an arduous job, creating video content can be highly beneficial for you in the long run. The earlier you begin, the earlier you will see results. So, what are you waiting for?

How can publishers monetize YouTube?

Publishers can monetize their video content in multiple ways. Some options include ads, memberships, merchandising, YouTube Premium program and sponsorships.

Is YouTube a social media platform?

Yes, just like other social media platforms, YouTube is also considered as such. Apart from that, it’s also considered a search engine and it’s the second most used website in the world.

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