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      How to perform a YouTube audit

      Learn how to complete the YouTube portion of the Social Media Audit for the Fertilizer package. Whether or not a client should utilize YouTube as part of their social media strategy depends on various factors.

      Helpful Resources

      YouTube presents a unique opportunity for companies to engage with their audience through video content, harnessing the platform's vast reach and diverse user base. However, it's important for companies to recognize that maintaining a successful YouTube presence can be a substantial investment of time, resources, and effort. While the benefits of evergreen content and the potential for long-term visibility are enticing, companies must carefully weigh these benefits against the significant commitment required to produce and promote high-quality video content consistently. Therefore, while YouTube can offer substantial benefits, companies should also consider whether their efforts might be better directed towards other platforms or marketing strategies that align more closely with their goals and resources.

      Profile Information

      Purpose: A well-optimized profile enhances brand visibility and engagement! 

      Action Items: Fill out the following information. 

      • Name on Account
        • List out the account name. Look for typos or discrepancies, or even ways to improve the client’s presence. 
        • Analyze the consistency and clarity of the account name. Also look at consistency across platforms. 
      • Profile Picture
        • Copy or download the profile image and paste it into the cell in the audit. 
        • Examine the profile picture’s relevance to the account’s purpose. Also look at consistency across platforms. Does the image match what the client does and is it a good format for round social media profile images?
      • Handle Name
        • Copy and paste the handle
        • Analyze the handle’s uniqueness and memorability. Also look at consistency across platforms.
        • Connect the handle to the brand, keywords, or personal identity.
      • URL
        • Paste in the profile link
      • Bio Description
        • Copy and paste 
        • Analyze the bio text for clarity, conciseness, and brand messaging. Look at the key information conveyed in the bio and if any improvements can be made. 
      • Link in Bio
        • Examine the link provided in the bio (if applicable). YouTube lets you add multiple links. consider a link to the client's website, their biggest social media platform, etc. 
      • Last Active Date / Post Date
        • Find the date of the last video the client posted. 
      • Multiple Accounts Found
        • This is rare but sometimes happens. Do a quick search of the client’s name to see if they have outdated and unused social media accounts. 
      • Profile Analysis
        • Combine insights from all the above elements.
        • Identify strengths, weaknesses, and opportunities for improvement.
        • Summarize actionable recommendations for optimizing the account’s profile and performance.

      Account Statistics Overview

      • Followers
        • List out the current number of subscribers
      • Frequency of Posting (Per Week)
        • Just average this out based on looking at their posting frequency. 
      • Engagement Rate
      • Account Statistics Analysis
        • Dive deeper into all this and provide insights on
          • Frequency of Posting (Per Week):
            • Examine the consistency of posting frequency.
            • Connect posting patterns to engagement levels (e.g., more frequent videos may lead to higher engagement).
            • Summarize the optimal posting frequency based on audience response.
          • Engagement Rate:
            • Calculate the engagement rate (likes, comments, shares) per post.
            • Connect engagement metrics to specific types of content (e.g., short videos, long videos, Shorts).
        • Overall Analysis:
          • Combine insights from followers, posting frequency, and engagement.
          • Identify patterns or correlations (e.g., higher engagement on certain days or times).
          • Summarize actionable recommendations for improving social media performance.
          • Give some good insights into what time of day is best for posting on YouTube.
            • Use the clients business insights if you have access.
            • The best time to post on YouTube is on Friday from 3 p.m. to 4 p.m. — we found that videos shared within those time frames tended to get the highest number of views. Other high-view times are Tuesday at 2 p.m. and Thursday at 6 p.m.
              • Monday: 5 p.m.
              • Tuesday: 2 p.m.
              • Wednesday:  9 a.m.
              • Thursday: 6 p.m.
              • Friday: 3 p.m.
              • Saturday: 4 p.m.
              • Sunday: 11 a.m.

      Platform Demographics

      No edits actually need to happen to this section! These numbers are standard and just useful information preloaded into the audit that can help you understand which social media platforms the client’s target audience spends their time on. 

       

      Best Performing Posts

      • Purpose: Analyzing a client’s best-performing YouTube videos sheds insights into what content resonates most with their audience. By understanding which videos receive the highest engagement, we can refine our social media strategy, create more relevant content, and optimize future campaigns to drive better results.
      • Action Items: If you have access to the client’s account, you can find performance data inside the analytics in YouTube. If not, spend some time scrolling the client’s YouTube and identify the most watched post.
        • Post
          • Photo
            • You will want to use the video thumbnail image for this. You can download or copy that image by right clicking on the thumbnail and saving it. You will want to grab this from the feed of videos, not once you are on the actual video URL. Paste it into the cell in the audit. 
            • YouTube thumbnails play a crucial role in attracting viewers' attention and enticing them to click on a video. A compelling thumbnail can provide a preview of the video's content, convey its value proposition, and differentiate it from competing videos in search results or recommended feeds. In a crowded platform where visual appeal is key, an eye-catching thumbnail can significantly impact a video's click-through rate and overall success.
          • Post URL Link
            • Copy and paste the link to the video
          • Post Caption
            • Copy and paste the video description to analyze for performance
          • CTA
            • There may not be one, but if so, list it. If not, just put “N/A”
          • Content Type
            • List out how long the video was. 
        • Post Timing
          • Date
          • Day of Week
        • Statistics
          • Likes
            • Number of likes on the post
          • Comments
            • Number of comments on the post
          • Shares
            • N/A for YouTube
          • Views/Saves
            • Number of views the video has

      Action Plan & Strategies

      • Platform Objectives
          • Purpose: Determining the platform objective sets the direction for the brand's YouTube presence, guiding content creation and audience engagement strategies. While a brand can have multiple objectives, focusing on more than 3-5 main goals can lead to a diluted message and scattered content, making it challenging to effectively resonate with the audience and achieve meaningful results.
          • Action Items: List 3-5 objectives in the Platform Objective section of your audit. This list can get you started, but feel free to include your own ideas based on what the client has expressed.
            • Increase brand visibility and awareness.
            • Drive traffic to company website or landing pages.
            • Showcase products or services through demonstrations or tutorials.
            • Establish thought leadership in the industry through educational content.
            • Engage with and grow a loyal community of subscribers.
            • Generate leads through gated content or call-to-actions.
            • Monetize content through advertising, sponsorships, or affiliate marketing.
            • Provide customer support and tutorials for products or services.
            • Collaborate with influencers or other brands to reach new audiences.
            • Enhance brand storytelling and authenticity through video content.

      • What's Working?
          • Purpose: Identify successful strategies and best practices that contribute to their social media success. By understanding their strengths, we can leverage and build upon these elements to further enhance their YouTube presence and achieve their business objectives. 
          • Action Items: List out a few of the social strategies the client is doing well. These can always be improved on, but we want to be sure to notate what is working well for them. A few ideas to get you started:
            • Increase brand visibility and awareness: Consistently upload high-quality videos optimized with relevant keywords and eye-catching thumbnails.
            • Drive traffic to company website or landing pages: Include clear calls-to-action in video descriptions and overlays directing viewers to visit the website or specific landing pages.
            • Showcase products or services through demonstrations or tutorials: Create engaging product demonstration videos highlighting features, benefits, and use cases.
            • Establish thought leadership in the industry through educational content: Publish informative and insightful videos addressing industry trends, tips, and best practices.
            • Engage with and grow a loyal community of subscribers: Respond promptly to comments and engage with subscribers through Q&A sessions, polls, and community posts.
            • Generate leads through gated content or call-to-actions: Offer downloadable resources such as eBooks or guides in exchange for email subscriptions, with clear calls-to-action in videos and descriptions.
            • Monetize content through advertising, sponsorships, or affiliate marketing: Join the YouTube Partner Program to enable monetization through ads, collaborate with brands for sponsorships, or promote affiliate products in videos.
            • Provide customer support and tutorials for products or services: Create tutorials and troubleshooting guides to help customers use products effectively and address common issues.
            • Collaborate with influencers or other brands to reach new audiences: Partner with influencers or complementary brands for co-branded content or sponsorships to reach their audiences.
            • Enhance brand storytelling and authenticity through video content: Share behind-the-scenes footage, customer testimonials, or employee stories to humanize the brand and connect with viewers on a personal level.

      • What Could Be Improved?
          • Purpose: Auditing these aspects allows us to identify areas for improvement and develop actionable recommendations to optimize the client's YouTube presence, increase engagement, and drive business results.
          • Action Items: List out a few of the social strategies the client could improve upon. You will list specific action items in the next row. A few ideas to get you started:
            • Increase brand visibility and awareness: Inconsistent uploading schedule with low-quality videos lacking optimization and engaging thumbnails, resulting in minimal visibility and awareness.
            • Drive traffic to company website or landing pages: Lack of clear calls-to-action in video descriptions and overlays, leading to minimal website traffic and conversions.
            • Showcase products or services through demonstrations or tutorials: Poorly executed product demonstration videos with unclear messaging or uninteresting content, failing to effectively showcase the products or services.
            • Establish thought leadership in the industry through educational content: Lack of informative and insightful content addressing industry trends or providing valuable insights, failing to position the brand as a thought leader in the industry.
            • Engage with and grow a loyal community of subscribers: Failure to respond to comments and engage with subscribers, leading to a lack of community interaction and stagnant subscriber growth.
            • Generate leads through gated content or call-to-actions: No gated content or incentives offered for lead generation, resulting in low subscriber engagement and minimal leads generated.
            • Monetize content through advertising, sponsorships, or affiliate marketing: Inability to join the YouTube Partner Program or secure sponsorships due to low-quality content or insufficient audience engagement.
            • Provide customer support and tutorials for products or services: Lack of tutorials or troubleshooting guides, resulting in customer dissatisfaction and negative feedback due to unaddressed issues or confusion.
            • Collaborate with influencers or other brands to reach new audiences: Failure to establish partnerships with influencers or brands, missing out on opportunities to reach new audiences and expand brand reach.
            • Enhance brand storytelling and authenticity through video content: Absence of behind-the-scenes footage, customer testimonials, or employee stories, resulting in a lack of personal connection with viewers and diminished brand authenticity.
      • Action Items
        • Purpose: These specific tasks help prioritize efforts, guide implementation, and ensure that identified areas for improvement are addressed effectively, leading to measurable progress and tangible results in achieving the client's social media goals.
        • Action Items: Ideally you will analyze the platform as whole and identify what needs to be fixed and list the action item to fix it in this section. Each item listed in the previous “What Could Be Improved?” section should have an action item attached to it. Here are a few specifics to get you started: 
          • Increase brand visibility and awareness: Develop a consistent uploading schedule with high-quality videos optimized for search and equipped with engaging thumbnails.
          • Drive traffic to company website or landing pages: Implement clear calls-to-action in video descriptions and overlays, directing viewers to visit the website or specific landing pages.
          • Showcase products or services through demonstrations or tutorials: Invest in creating engaging product demonstration videos with clear messaging and compelling content that effectively showcases the products or services.
          • Establish thought leadership in the industry through educational content: Research industry trends and provide valuable insights through informative and insightful content addressing industry topics.
          • Engage with and grow a loyal community of subscribers: Actively respond to comments and engage with subscribers through regular interaction, Q&A sessions, polls, and community posts.
          • Generate leads through gated content or call-to-actions: Offer valuable gated content or incentives for lead generation, such as downloadable resources in exchange for email subscriptions, with clear calls-to-action in videos and descriptions.
          • Monetize content through advertising, sponsorships, or affiliate marketing: Focus on improving content quality and audience engagement to qualify for the YouTube Partner Program and secure sponsorships or affiliate marketing opportunities.
          • Provide customer support and tutorials for products or services: Create comprehensive tutorials and troubleshooting guides to address customer needs and inquiries effectively.
          • Collaborate with influencers or other brands to reach new audiences: Proactively reach out to influencers or complementary brands for co-branded content or sponsorships to reach their audiences and expand brand reach.
          • Enhance brand storytelling and authenticity through video content: Incorporate behind-the-scenes footage, customer testimonials, and employee stories to humanize the brand and connect with viewers on a personal level, enhancing brand authenticity.

       

      Should clients utilize YouTube as part of their social media strategy?

      As we're evaluating potential strategies for our clients, it's crucial to consider whether YouTube is the right fit for them. When evaluating this, there are several key factors we need to keep in mind.

      • Vast Audience Reach: With over 2 billion monthly active users, YouTube offers unparalleled potential to reach a diverse global audience.
      • Engagement Potential: Video content tends to be highly engaging, with users spending significant time watching videos, making YouTube an ideal platform for fostering audience engagement.
      • Evergreen Content: YouTube videos have a longer lifespan compared to other social media content, providing long-term visibility and potential for continuous audience growth.
      • SEO Benefits: YouTube is the second largest search engine after Google, making it a valuable tool for improving search engine visibility and driving organic traffic.
      • Monetization Opportunities: Through the YouTube Partner Program, clients can monetize their content through advertising, sponsorships, and other revenue streams.
      • Resource Investment: Maintaining a successful YouTube presence requires a significant investment of time, resources, and effort in content creation, optimization, and promotion.
      • Competitive Landscape: Clients should assess the competitive landscape on YouTube to determine the feasibility and potential impact of their presence on the platform.
      • Alignment with Goals: Clients should evaluate whether YouTube aligns with their marketing objectives, target audience, and overall social media strategy.