7 Essential Tips for PRs on Making YouTube Work for Your Clients
New evidence from the UK and US shows how important YouTube is for publishers and content creators
The media landscape is changing at pace – and keeping up with the latest developments and moves will give every comms expert an advantage over their rivals. Every week take a look at the media business from mainstream and ‘legacy’ media to cutting edge tech and the latest trends and developments – and how you can use that know-how.
There are two stories from either side of the Atlantic, and from very different publishers, which illustrate the growing importance of YouTube in a modern media portfolio.
First the rather remarkable story of Time magazine throwing off its iconic past to work with content creators – a move which has seen its views on YouTube up nearly 800% in a month and a significant rise in revenue from its social platforms.
Those collaborations have included travel bloggers, sports experts, pop stars and a Love Island starlet hosting a live red-carpet event. Time’s own staff are also getting on board with creating output for YouTube and other platforms.
Second, amid the difficult set of half year results from Reach, some good news from the Daily Express and its YouTube chat show the Daily Expresso. Deputy Editor Sam Lister described the news chat show as a “shot in the dark” but it is beating all its UK rivals, with 3.4 million views in June alone (beating the Telegraph’s Daily T, The Rest is Politics and the News Agents).
More than ever, it feels the tide is turning as major publishers and sole content creators alike monetise social platforms and reach vast audiences.
So, what role do PRs and comms pros have in all this?
Well one way is to get your clients on to their own YouTube channel. But if that feels ambitious, at least at the moment, here are some thoughts on how to YouTube-proof your customers, charities and companies.
It’s all about the personalities
YouTube works when personalities can engage with an audience because of their expertise, knowledge, ability to explain and coming across in a natural manner.
Think who, in the organisations you represent, can explain difficult topics well, who has first-hand experience or insight, who disagrees with conventional wisdom.
It’s very different to getting quotes into a newspaper article – but also hugely rewarding and in today’s media landscape much more important, I would suggest.
Think who can speak conversationally but with confidence, who can explain clearly and tell engaging stories. Can they get away from the jargon and language of business or the charity sector to make what they are saying more accessible. Are they comfortable with longer discussions and when the conversation moves on or they get asked a tricky question can react naturally rather than delivering rehearsed soundbites.
It might be you don’t have a ready-made YouTuber to hand but think who might have potential to become a media presence with some training and encouragement.
