Stop Trying To Go Viral And Get A Real YouTube Strategy

3625810_300The following is a guest post from Radar Music Videos.

It’s an inescapable fact that YouTube is now the world’s largest music streaming site, and also its second biggest search engine. As YouTube continues to mature as a content platform and revenue stream, it’s more important than ever for record labels and artists to have a solid content strategy in place for their YouTube content.

But with over 100 hours of video uploaded to YouTube every minute*, how do you optimise content creation and make sure your content stands out? We speak to key music industry figures at record labels and MCNs** to put together a two-part best practice guide to devising a content strategy for anyone in the music industry working with YouTube.

Part One

  • What’s Possible on YouTube?
  • Developing A Strategy
  • Content Checklist

Part Two

  • Content Scheduling
  • Content and Channel Optimisation
  • Collaborations
  • Measures of Success

Part One

  • What’s Possible on YouTube?

Your first step is to identify your target audience and what you want to achieve on the platform. Building subscribers is the foundation for success, whatever you decide success will be. Jeremy Rosen, The Orchard’s Director of Audience Development, outlines the possibilities: “Ultimately, building a successful channel gives the artist or label a large marketing platform. It can be a creative outlet, a good way to connect with fans visually, a place to test out material, and even a primary revenue source. As tools like Google+ integration mature, I estimate it will also become an important direct-to-consumer hub for artists.”

That direct connection to fans and the increasing importance of streaming music represent the main opportunities for Laura Bruneau, Anjunabeats’ Label Executive: “YouTube is one of the main platforms where consumers stream music, especially younger audiences. Having a great content strategy means more people will find your music, play your music, and hopefully buy your music. And while they’re streaming they’re earning you revenue too. With the boom of streaming in 2014 with Spotify, Beats Music, iTunes Radio and of course YouTube Music, this is a key platform you can’t afford to ignore.”

The rest of the feature can be found on our Radar blog. 

CREDITS
By Lucy Blair Caroline Bottomley at Radar Music Videos.
Radar is an award-winning network of over 10,000 music video directors worldwide. Radar enables labels, artists and managers to commission great music videos for affordable budgets, between $800 and $8,000.
Radar helps music video directors progress their professional careers. It is a FREE service for labels, artists and managers. We charge a small subscription fee to directors to access and pitch on briefs.
www.radarmusicvideos.com

Jesse Cannon is the editor of Musformation. He produces records at his studio Cannon Found Soundation. Follow him on Twitter at @JesseCannonMusF. For more info please visit his website.