Our founder Mark Robertson got a chance to talk to Scott Santos, Audience Development Strategist at Kin Community, which specializes in creating content for women. This network deals with YouTube content such as The Ellen DeGeneres Show, Entertaining with Beth, The Lizzie Bennet Diaries, Sarah Fit, Home Organizing, Violet Artistry, and Theodore Leaf, plus many more. They are uniquely positioned to inform those who are interested in attracting the female demographic to their YouTube channel. So here are 7 good tips from Scott in which you should take notice.
Appealing to Women on YouTube
Here’s a summary of what was said in the video, the 7 tips you should follow:
1. Production Value. If awesome equipment isn’t available, then at the very least, a video that looks clean, clear, and crisp.
2. Be Inspirational (and informational). That should really drive it, and it will ultimately drive the entertainment value of the video itself.
3. Have a Personality. Down-to-earth, relatable, on a one-to-one level with the audience.
4. Interactive. The most successful videos are ones where the onscreen personalities interact with the viewers. Answering comments, asking questions, favoriting/liking other videos from their viewers. That builds the most engaged, strongest, most passionate fan base. It contributes to 12-15 percent of the video views on a monthly basis.
5. Be social. In marketing to women, Santos says using Pinterest and Haute Look works pretty well, and of course Twitter, Facebook, Google+, Tumblr, blogs/wesbites…anything that creates marketing through embeds.
6. Publish videos between 6-8 AM Pacific, any day of the week, even Saturdays. Santos mentions Entertaining with Beth, and how the content blows up on Saturday because people are planning parties on that day and want to see that kind of content. Launching such a video in the morning is great because that’s when women are turning on their computers and looking for content.
7. Experiment with Length. Not all videos are created equal, obviously. For how-to videos, Santos sees 5-6 minutes as the best length, but with “dinner menus” they look at 15-20 minutes in length, since they’re divided into sections and the content is very compelling. With annotations that skip through specific sections, people can go to whatever portion of the video they like.
What do you think? Are there any other tips you would suggest? Give us a comment below, or go to the YouTube watch page and provide some feedback. We’d like to hear from you.