1. ADRIANA FIGUEROA
BELMONT UNIVERSITY
DECEMBER 3, 2013
YOUTUBE + YOU
OPTIMIZING YOUTUBE FOR PROFESSIONAL SUCCESS
IN THE FOOD INDUSTRY

2. LEARNING OBJECTIVES
 Why YouTube?
 Setting Up
 Engaging With Audience
 Increasing Your Reach
 Best Strategy Practices

3. WHY YOUTUBE?
YouTube is a unique platform that allows
you to showcase your brand in a visually
engaging and sharable way.

4. WHY YOUTUBE?
More than 1 billion unique users visit
YouTube each month.
This makes it a great place to reach your existing
audience members and find new ones.

5. WHY YOUTUBE?
According to Nielsen, YouTube reaches
more US adults aged 18-34 than any cable
network.
This makes it a great place to establish a
presence and self-advertise on.

6. WHY YOUTUBE?
If your brand is partnered with a network, it also
has the potential to earn advertisement revenue
based on impression numbers.
According to YouTube, thousands of successful and
popular channels make six figures/year this way.

7. WHY YOUTUBE?
As a member of the
food industry, it
benefits your brand to
utilize YouTube:
 Visually engaging
 Sharable recipes are a
great way to promote
yourself and connect with
your consumers
 Food-related ad payout
rates are generally among
the highest (depends on
your network)

8. SETTING UP
MAKE AN ACCOUNT
CUSTOMIZE CHANNEL
REFINE YOUR SETTINGS

9. SETTING UP
YouTube is now linked with Google, so the channel creation process will also
involve linking to a Google+ page – the site walks you through this.

10. SETTING UP
Customizing The Channel
 Icon
Your brand and channel will be
represented with this across the site
 Banner
Try to keep this visually consistent with
your icon
 Preview Video
This automatically plays for people who
are not yet subscribed to you – use it to
make them want to be!

11. SETTING UP
Refine Your Settings
Go through and make the appropriate changes for your brand in your channel settings – this can be accessed
through the menu in the top right corner of YouTube at all times.

12. ENGAGING WITH AUDIENCE
 Subscribe to other industry channels
* Keep up with their videos to see what they’re doing.
* Comment on their content when relevant to gain visibility.
* Build online relationships with other industry members
 Collaborate with other industry members
* Create videos featuring others and participate in theirs.
* Engage in cross-promotion for mutual visibility increase.
* Show your involvement with other industry members.
 Reply to viewers as much as possible
* Demonstrate that you’re there to listen.
* Ask open-ended questions in videos/comments to drive engagement.
* Give a personal touch to your brand.

13. INCREASING YOUR REACH
Drive More Video Views
 Use Annotations
Use YouTube’s in-video annotation link
feature to link to your other videos and
remind people to subscribe – these can
be created in each video’s settings
(example shown to the left)
 Use Tags & Keywords
Make the most of your video title space!
Include keywords to drive your video to
the top of YouTube’s search results
 Create Playlists
Categorize your videos into playlists so
that others autoplay when one is done –
this keeps the ball going!

14. BEST STRATEGY PRACTICES
 Have a consistent upload schedule
This way, your viewers know what to expect and when.
 Keep your video length concise
Within reason, keep your content to your main points and be brief
so that your videos are quickly viewable and sharable.
(Under 10 minutes is a good goal to shoot for in food industry.)
 Plan content around special occasions
Aside from your consistent content, planning videos around
culturally relevant occasions often drives viewership and can create
new audience members simply through search and share features.