How to use YouTube for business Using YouTube to promote your business is a sure-fire way to build brand awareness and grow your customer base. Find out how to create videos that sell here. Written by Ross Darragh Updated on 1 November 2022 About Us We are a team of writers, experimenters and researchers providing you with the best advice with zero bias or partiality. Written and reviewed by: Ross Darragh Writer YouTube gets over 14.3 billion visits per month. As the world’s second-most popular social media platform (after Facebook), it's a crucial marketing tool for any business that wants to reach new customers, boost website traffic, and improve brand awareness.There are multiple ways to effectively monetise video content on YouTube, all whilst driving traffic to your website and improving brand equity through creative video campaigns.However getting to grips with the business side of YouTube can certainly be time-consuming, and somewhat confusing, particularly if you aren't social media savvy. By hiring a digital marketing agency to support you, you can free up more time to focus on the other aspects of your business, and getting help from the pros costs less than you might think.To save time finding the best agency to support you, take just one minute to use our free cost comparison tool, and see what kind of quotes the UK's leading marketing professionals can offer you.Or, read on to find out everything you need to know about using YouTube for business, including what a YouTube business account is, how to make one, how much it costs, and most importantly, how it can help your business. This article will cover: What are the benefits of YouTube for business? Who are YouTube’s users and how do they use the platform? How much does a YouTube business account cost? How to set up a YouTube business account How to optimise your YouTube business account 10 top tips for using YouTube to market your business Define your success metrics A (very) quick guide to YouTube analytics Should I outsource my YouTube business account management? Final thoughts: Is YouTube right for my business? What are the benefits of YouTube for business?Increase brand awarenessDespite TikTok's phenomenal growth, YouTube's popularity is increasing every year. Figures from Statista predict the platform will have 27.9 million subscribers by 2024, compared to its 25.5 million subscribers currently. This makes it an incredibly effective platform to increase brand equity, whatever type of business you run. So long as you produce engaging, creative, and unique high-quality video content, you'll be sure to attract viewers and promote your brand.Refillable deodorant startup Wild's clever video ad campaign from earlier this year is a perfect example of how to market your brand on YouTube (watch below).Position your business as an authorityLinked to brand awareness, producing relevant and informative video content will help to establish your business as an expert voice in your subject area, whether that’s plumbing, accountancy, law, or anything in between. This helps develop trust, and trust is crucial to your bottom line. Without it, potential customers will hesitate to purchase a product or service from you.Generate leads and conversionsOne of the great things about YouTube is its users are generally not just flicking through for entertainment, but are often actively searching for solutions to a problem. This means that it’s much easier to turn YouTube users into genuine leads as, just by having found your videos/channel, they are showing a genuine interest in your business and are far more likely to become a customer.Drive website trafficYou should always think of your social media strategy as a harmonious loop, with your website and social media channels working hand-in-hand. An efficient YouTube video should always direct viewers to your website, where they can learn more about the company and ideally make a purchase or sign up for your services.Placing CTA links to your website at the right times is important, but often difficult to execute without the help of a digital marketing expert. Getting support from an agency containing YouTube marketing specialists is your best bet. This is why we suggest you take one minute to find out what this professional support would cost your business using our free cost comparison tool.Increase sales through ecommerce integrationAt the end of the day, your business is ultimately marketing on YouTube in order to make sales. So having the ability to integrate your online store with YouTube and sell directly on the platform will be a game changer.Just note that for this, you'll need a Shopify online store; it's the only ecommere platform offering this functionality owing to its exclusive partnership with YouTube.Shopify merchants have option to sell to consumers through a variety of avenues on YouTube, including YouTube live streaming, brand channel store tabs, and on-demand videos. It's also our second-highest-ranked product of the best ecommere platforms on the market. Who are YouTube’s users and how do they use the platform?While there’s no one-size-fits-all approach when it comes to understanding who visits YouTube, there are some clear trends. Understanding these will help you to create relevant content that will appeal to your target audience.Mobile users linger – users that access YouTube on their mobile (70% of the platform's users) visit twice as many pages as desktop users. This means targeting mobile YouTube visitors and optimising your content with them in mind is importantThe rise of “Shorts” – voted as one of our top digital marketing trends in 2022, vertical videos are taking social media platforms by storm, consistently rising in popularity not just via TikTok, but also on YouTube with “Shorts” amassing over 15 billion daily views worldwide. Ensure your YouTube business strategy involves producing “Shorts”, or you'll risk less visibility on the platformGlobal audience – available in over 80 languages and offering 91 local versions, YouTube can help you connect with your audience wherever they may be How much does a YouTube business account cost?You’ll be happy to hear that YouTube business accounts are free – it’s just like setting up a personal account.However, there may be some associated costs, such as ensuring you have the right equipment to film videos if you opt to create the content yourself, or the cost of hiring a social media marketing agency (they typically employ videographers) if you want a specialist to do it for you.If you do create the content yourself, remember that the quality of the videos you produce depends a lot on the equipment you’re using. As such, you should ensure that your equipment is up-to-date and that you have the right camera and video settings for filming content. How to set up a YouTube business accountIn order to be able to publicly post and share videos, you’ll need to create a channel. Just follow these steps to get started.Step 1: Sign into YouTube via your Google accountTo create a channel, you must have a Google account (Google bought YouTube in 2006) and it should be specific to your business (don’t use your personal account). If you already have an account, go ahead and sign in. If you don’t, it’s easy to set one up – head to Google Accounts to get started. .Step 2: Select “create a new channel”There are a few steps to this process, but they’re all pretty straightforward. Follow the instructions below, and you’ll have your very own channel in about 30 seconds (or even fewer for the speedy typers amongst you).Sign into YouTube via your Google accountGo to the user icon in the top right-hand cornerFind ‘Settings’Select ‘Create a channel’Use the ‘Business or other name’ optionInput your businesses name and detailsClick ‘Create’ And there you have it – your very own business YouTube channel. However, as it is, it’s not going to do much: it needs artwork, a description, and links. In other words, it needs a little finesse. How to optimise your YouTube business accountOnce you've created your channel, it's time to start adding a little sparkle in order to attract users. To do this, visit your channel and select ‘customise channel' found on the right-hand side. From there you can add channel art, a description, and links to your website.Adding channel artIf you’re wondering about the importance of channel art, it’s worth remembering that old saying about a picture being worth a thousand words. This is especially true for YouTube, which is first and foremost a visual platform – you’ll need high-quality images that capture the essence of your business and grab the user's attention.On YouTube, channel art comes in two forms – a channel icon and a channel banner.Channel icons are the more visible of the two. These are the little circular images that appear next to your videos and are typically a company logo or something similar.The recommended dimensions are as follows:800 x 800 pixels for the original image, displayed as 98 x 98 pixels (in other words, you’ll need a high-quality image that YouTube then shrinks down)With your channel banner, you can be a bit more creative. This is the long horizontal image that users will see when they’re on your channel homepage. The extra room means an extra opportunity to make an impact, so pick a dynamic, relevant image that says something about your business.Make sure to consider how your image will look on different devices. YouTube gives you a guide for this, but it’s really important to have an image that will stand out even on a mobile phone screen (remember: 70% of YouTube watching is done on mobile devices).For your channel banner, recommended dimensions are as follows:2560 × 1440 pixels,The safe area for mobile and web (without text and logo cropping) is 1546 x 423 pixels, maximum file size is 6MBThankfully, if you don’t know your pixels from your post-its, then help is at hand. Canva is a fantastic site that has a load of YouTube-ready templates to play around with, allowing you to easily add text to create a great channel banner in minutes. Make sure you download your image as a JPG rather than the default PNG though, otherwise it will exceed the file size limit.Here's an “amazing” example that took literally five minutes to create, which demonstrates just how useful Canva is.Once you’ve got your desired images, adding them is easy – simply hit the little pencil icon on your blank icon/banner to upload directly from your computer.And there you have it – two great images that grab attention and perfectly sum up your business. Now they need some words to go with them, which brings us to the channel description.Adding a descriptionNo matter how amazing your channel images are, they won’t sum up everything you want to say about your business. This is where the description comes in.Descriptions are a great chance to concisely sell your business, i.e. what you do and how you can help the people viewing your videos. You’ll typically have a company mission statement or ‘about us' copy from your website that you can use as a base for this – and speaking of websites, make sure you include a link to your company site.Don’t skip adding a description, but don’t overthink it either. This is not the place for reams of text – instead, focus on quickly summing up what your business does, and how it can offer a solution to a user's problem.To fill in this section, simply click ‘About’ on the Customise Channel page, hit the plus under Channel Description, type your description, and then click ‘Done'.Under the details section, add a business email and a location, before proceeding to the links section.Adding linksHere’s where you should plug every social channel associated with your business – particularly as 99% of YouTube users are also on other social media platforms like Facebook, Instagram, and Twitter. As well as linking to your social media channels, you should of course link to your businesses website, and any other content that may be relevant to your audience.Adding links is hugely important: not only does it make the channel look more professional, but sending viewers to your other social platforms will increase their traffic and help potential customers find out more about your company.And adding them is easy – just click the ‘+add’ button below the links section on the Customise Channel page, copy in the URLs, and away you go. 10 top tips for using YouTube to market your businessPost content consistentlyThis is our number 1 tip for a reason – it’s the single most important thing you need to do in order for your YouTube channel to be a success. Just like any other social media platform, you’ll need to upload content on a regular basis in order to build a following and keep people interested.It’s useful to create a content schedule – what content will you post, and when? Common strategies include posting one video every week, or every other week. And if you can’t commit to this, why not take a day to shoot a load of video content, which can then be released week by week?Include calls-to-action (CTAs)While your target audience may be browsing YouTube for fun or to learn something new, your business should know exactly what it wants people to do whilst watching one of its videos. Examples of CTAs include subscribing to your channel, signing up to receive your email newsletter, or sharing your video via social networks.Create a communityIt’s easy to think that as soon as you upload a video, all you need to do is sit back and wait for the views to come in. But to really build an engaged customer base on YouTube, your business should be active on the platform, and interacting with other users.Sharing content, liking videos, and replying to comments is essential. When doing any of these, make sure to use your commercial judgment – don’t share or like videos produced by your competitors, only like relevant content, and give human, personal responses to the comments posted on your videos.Post with a purposeWith so many social media platforms and YouTube channels out there, it can be easy to jump from one to another in an effort to keep up with the latest trends. However, it’s key to know why you’re using YouTube in the first place. Consider what results you want to see – for example, whether you want to increase traffic to your website, raise general brand awareness, or increase sales through integration with your Shopify store.Target keywordsEvery time you upload a video, always remember that its name, description, and tags are all opportunities to target the keywords associated with your business. Just like writing a blog post or composing a social media message, you’ll want to use language that matches what your target audience is searching for online.Be specificAlways create video content with your target audience in mind. Understanding who your customers are, where they’re coming from, and why they’re watching your video will help you to refine your YouTube marketing strategy. You can find all this out using YouTube analytics – see below for more information.Collaborate with other YouTubersConsider working with other companies or influencers on YouTube that complement your business. Not only is it an opportunity for you to extend your network, but it’s also a way to reach more people and diversify your content offering.Create a playlistOnce you’ve built up a catalogue of videos, consider grouping them together into playlists, so that users can see similar content from your business in one place.Stay topicalIf you can, it’s a great idea to quickly produce videos that cover new developments in your industry, whether that’s new product launches or impending government regulation. Not only will this help to position your business as a leading authority in the field, but videos that address relevant news stories will attract large amounts of engaged viewers.Create custom thumbnailsEvery YouTube video you create will need a thumbnail, and while it’s fine to choose a still from the video when you get started, creating a custom thumbnail for each video will make a big difference.Make sure this is bold and grabs users' attention, with text and images that concisely sum up your video and a visual style that makes an impact even on a phone screen. The thumbnail below gives a good idea of what you're aiming for. The use of bold colours and relevant images immediately grabs your attention and makes you more likely to watch the video. Define your success metricsAs mentioned earlier, in order to know whether your YouTube business channel is performing well, you need to know exactly what you want to achieve with your videos. If your goal is simply to raise brand awareness, then it may be enough to just look at views (how many people are watching your videos) and watch time (how long are they watching them for). However, if your aim is to increase website traffic or boost sales, then you’ll need to look at YouTube stats in conjunction with other data like website traffic or sales figures.To know exactly how well your videos are doing, you’ll need to use YouTube analytics. And for an even more in-depth analysis of your YouTube channel, you should consider hiring a digital marketing agency to help you measure performance.Simply take a few minutes to fill out our free cost comparison tool to receive quotes from some of the UK's top marketing companies. A (very) quick guide to YouTube analyticsDepending on how much you love data, it might take you a bit of time to get the hang of YouTube analytics, but it’s well worth the effort. Understand what it’s telling you, and it becomes a hugely valuable source of insight into:Who’s watching your videosHow long they are watching them forWhat devices they’re watching onWhat they do after watching your contentIn short, YouTube analytics can help you with almost everything you need to know to find and engage users. If you’re really struggling though, or want to take your analytics experience to the next level, then it might be a good idea to hire a specialist social media management company.We’re going to keep things uber simple here, though, and discuss a few key stats that are easy to understand – and vital to the success of your YouTube business channel.To get started, find your analytics data by clicking your Channel icon (in the top right corner of the page), then selecting YouTube Studio (beta). This will take you to your dashboard page, where you’ll find analytics on the left-hand side.From here you can analyse data concerning:Watch time, views, and average durationThere are two things you should really pay attention to on this overview page: views, and watch time.Views – This is the simplest stat on YouTube – how many times your video has been watched. There is an important caveat, though: a YouTube video only earns a view when it is watched for 30 seconds or more. In other words, every view listed here is genuinely valuable, as this stat filters out people who clicked on your video by accident or quickly realised it wasn’t relevant to them.Watch time – This one is also pretty straightforward – it’s the total amount of time that people have watched your videos, which will obviously be influenced by how many videos you’ve uploaded and how many times they’ve been watched. Both of these basic stats tell you something on their own, but YouTube combines them into something far more interesting: average view duration. To find this, click the ‘engagement' tab.Average view duration may sound complex, but it really isn’t that complicated – it’s just your total watch time divided by your total views, which gives you the average length of time each viewer watched your video for. Provided all your videos are of a similar length (if not, clicking ‘see more’ will allow you to view this data on a per-video basis), this should give you a good insight into whether your videos are good at holding the attention of your viewers.A high number here will also help your videos to rank highly in the YouTube algorithm (how YouTube decides what videos to recommend to people on their search pages and after they’ve watched a video).That should get you started, but exploring your analytics will give you all sorts of insights, from the demographics of who is watching your videos (including the country they’re in and how old they are) to how they’re finding your video (such as via YouTube itself, Google, or other social media sites).When exploring analytics, hold your mouse over anything on the page for more info on how the stat is calculated/used; if you need a more thorough explanation, just click ‘Learn more’.To find out more about monitoring and tracking content, make sure to check out our article on the best social media management tools. Should I outsource my YouTube business account management?Whether or not to outsource the management of your YouTube channel is a key decision. Whether outsourcing is right for you will depend on the skills you have in-house, and whether you’ve got time to master things like YouTube SEO and the nuances of promoting your videos. Here, we take a look at the benefits of in-house management vs outsourcing.Benefits of in-house managementThe chief benefit of managing your own YouTube business channel is, of course, cost. Unless you need to purchase video equipment, running your own channel won’t come with additional expense that impacts your bottom line.Of course, this option works best if you already have relevant skills among your existing employees. Getting a YouTube channel to flourish will be much easier if you already have an SEO specialist and video expert on the payroll, for example. If you’re starting from scratch, or need a little help with the nuances of promoting your videos, then outsourcing could be a great option.Benefits of outsourcingWhile it does come with an additional cost, hiring a digital marketing agency with experience in optimising and promoting a YouTube business channel could make a huge difference to its success and deliver significant ROI. Bear in mind that even if you manage your channel in-house, then any time spent working on it (or learning its nuances) is time that could be spent doing other vital tasks that make your business run.Employ an agency, on the other hand, and it’s one less thing to worry about. They will be experts in SEO and promotion already, and will know how to both attract the maximum number of viewers to your videos, and how to convert these viewers into customers for your business.Check out the table below to see our ranking of the top UK-based digital marketing agencies for small businesses. Swipe right to see more 0 out of 0 backward forward Provider Pearl Lemon Provider Loud Mouth Media Provider LocaliQ Provider Reload Digital Provider The Social Shepherd Provider ClickDo Provider Web Choice UK Provider Yell Best for Small businesses wanting to smash their SEO strategy out of the ballpark Best for A fully managed digital marketing service Best for Small, local businesses that need tailored, channel-specific marketing support Best for Mid-sized retail and ecommerce brands Best for Paid social campaigns and social media management Best for Pay-per-click (PPC) marketing Best for A customer-centric, supportive SEO and web design solution Best for Being connected and advertised across Yell’s online network Services offered SEOPPCContent writingInbound marketing Services offered SEOSocial Media MarketingPPCVideoPerformance Creative Services offered SEOContent marketingSocial media marketingCross media optimisationWebsite design Services offered Digital strategyContent marketingSEOPPCSocial media marketing Services offered Social media managementInfluencer marketingPaid socialVideo Services offered PPCSEOPR and distributionSocial mediaWeb design Services offered Social media marketingSEOCopywritingWeb design Services offered PPCVideoSocial media advertisingSEO Compare costs from digital marketing agencies using our free, easy to use comparison tool Compare Costs Is YouTube right for my business?There’s no doubt that with the right marketing strategy, a business YouTube channel can make a big difference to the success of your brand. However, it’s not always the right social media platform for every company. So, if you’re wondering whether to take the plunge, here’s a quick guide to the pros and cons of having a YouTube business channel.ProsConsFree – YouTube allows you to easily and quickly create a channel, upload content, and connect with users – all at no cost to your business.Advertising – since YouTube is a free site, videos are likely to appear with ads – and you can’t control which ads are displayed on your video. Also, YouTube decides which related content to show users, meaning you have little control over which ads and videos are displayed with your company’s content.Instant – people are watching and engaging with content on the site all the time, and sometimes videos can become internet sensations very quickly. The possibility of going viral – and making your small business a well-known name – is there with every upload.Comments – unless you opt to restrict it, users will be able to leave comments and reviews directly beneath your video. Your business won’t be able to manage what users say and how they say it, meaning your video comments section could end up filled with negative reviews or online arguments.Trusted – YouTube is a recognised brand and people understand how it works, so they already expect to watch video content from the site.Time – creating videos and uploading them to YouTube can be a lengthy process, so you’ll have to allocate sufficient time for it. This might detract from other key tasks you (or your team members) need to complete, so you’ll have to assess if the potential rewards are worth your time.SEO – YouTube is a part of Google, and it’s also a search engine. This provides the opportunity to include keywords in the description and name of your videos to rank for keywords. These are the phrases and words people use to find your business in search engines; the higher you rank in the results, the more likely people are to click on your business’ content.Quantity – with millions of videos on YouTube, it can be challenging to get your business to stand out from the crowd. Without using targeted advertising and optimising your content for search engines, it can be difficult for people to find content organically.Variety – One of the site's main advantages is the freedom available to users. Whether you're looking to make a 30-second ad or a one hour webinar, you can – and you can upload it to YouTube in just about any style or format you like.Competition – following on from the above, as there are so many videos out there, people can become distracted easily. If the content isn’t engaging, users can just click on to the next video or skip an ad completely.If implemented properly, there's no doubt a YouTube channel can make a big difference in helping you find an engaged audience that could easily become your customers of the future.If you want to streamline your socials and receive expert help managing your YouTube business channel, but don't know where to start, then help is at hand. We can put you in touch with an array of digital marketing agencies, so your small business can enjoy all the perks of social without the faff of managing it yourself.Simply fill out a few details using our free cost comparison tool, and we'll match you with leading UK agencies that fit your needs and budget. Share this post facebook twitter linkedin Written by: Ross Darragh Writer Ross has been writing for Startups since 2021, specialising in telephone systems, digital marketing, payroll, and sustainable business. He also runs the successful entrepreneur section of the website. Having graduated with a Masters in Journalism, Ross went on to write for Condé Nast Traveller and the NME, before moving in to the world of business journalism. Ross has been involved in startups from a young age, and has a keen eye for exciting, innovative new businesses. Follow him on his Twitter - @startupsross for helpful business tips.