Google might own YouTube, but they are VERY different places. They have very different content and very different goals. Understanding this will greatly affect how you market your YouTube videos.

Today we want to talk about how the Google Mentality is harming your channel. The “Google Mentality” is focusing on keywords in attempts to finagle the algorithm to get your videos to show up to more people. The thing is, YouTube is not using the words you put in your tags and titles to know what your video is about. Without any title or tags, YouTube knows exactly what your video is about and who to push your video out to. (Not only that, but they also know what brand of sunglasses you are wearing and what mountain range is behind you. It’s crazy.)

But because of this craziness, we need to optimize for people – not robots. We call this the “YouTube Mentality.” The goal is not to quickly go viral. (I mean that would be great, but that’s not something you can make happen.) You are building relationships. – Thousands and thousands of individual relationships. Just because you have an “audience” doesn’t mean you should go into “presentation mode.” You aren’t talking to a room full of people, but one person at a time. Keeping this in mind is going to build deeper connections with more and more people.

So how do you do that? Well, it’s kind of like dating. Maybe you have a crush on a girl and she really likes guys who wear necklaces. You better believe you’re going to go out and buy a necklace and makes sure you wear it when you’re around her, right?? (See pic below…)

Dana & Tim Dating

 

But how would you know that if you haven’t done a little digging to find that out? You have to know your audience. Who are you trying to attract? Find out by seeing what gets the clicks! Maybe you do a certain colored background on your next several thumbnails? Maybe you make super funny titles? After you get them clicking in, what do you need to say in your hook? Do you finish the idea of the title and thumbnail? Or maybe teasing your own story gets them to continue watching. You have to figure out who your audience is and what they like. Trial and analytics are your friend.

To fully change from the Google Mentality to the YouTube Mentality there needs to be Three Shifts.

Keywords to Topics

Instead of focusing on what keywords will get them in, focus on what topics will interest them. What is the conversation this person wants to have?

Search Traffic to Browse Traffic

Search is not a focal point of YouTube. Think more of the viewing journey or the curiosity journey of the viewer. What video will intrigue them to watch more?

Education to Entertainment

No one checks to see “what’s on Google today.” They go, get their info and leave. YouTube’s goal is completely opposite. The goal is to entertain and keep them on the platform for as long as possible.You have to keep this in mind, even if you are teaching something. If you want them coming back to you, you have to connect on an emotional level.

POWER TIP

There’s a new feature called “Super Thanks.” It’s rolling out to more and more creators and allows someone to attach a monetary tip to their comment. If you’re in the YouTube partner program, you can enable this by going to your dashboard, clicking on monetization on the lefthand side bar and you’ll see an option of “Supers.” From here, you can toggle on your “super chat,” “super sticker” and “super thanks.”

And super thank you for reading to the end of this post!

Keep changing lives,

Tim Schmoyer