YouTube: A Storytelling Resource for Banks

By Mikey Blanco

YouTube channels are one of the most effective platforms for content curators to share their media with a broad audience. In less time than it will take you to read this article, 400 hours of content will be uploaded on YouTube. A whopping 6 out of 10 people prefer online video platforms over live TV. Now, try wrapping your head around the fact that 1 billion hours of YouTube are viewed daily—far more than Netflix and Facebook video combined.

Here’s some food for thought for bank marketers: your YouTube content could be the next viral hit that draws thousands of people in, fueling unprecedented engagement.

If your bank is lagging behind on this growing terrain, it may be time to consider better ways to showcase your content to your local community—and the rest of the world. It’s not difficult to build your own YouTube channel—even if your resources are limited. Here are some quick tips to help get you started.

Discover your niche.

Remember you’ll always have room for improvement. Creativity is your greatest ally and learning to harness it to attract subscribers is the foundation of any successful YouTube channel. There are lots of styles for your bank—video blogging (vlogging), heart-tugging montages backed by music, tutorials, and even product reviews.

Working with compliance and senior management at the planning stages, experiment to discover the best content to offer your audience. Master this and the actual content creation process becomes more coherent and identifiable.

Engage with your creative content.

You’ve probably heard it said that “content is king.” Well, this is true for your YouTube channel. Skip generic content and go the extra mile to make your videos visually appealing and entertaining. Find out what makes your favorite YouTube stars so entertaining. Do they have editing styles that make you watch from beginning to end?

One trend you might want to check out is “jump cutting.” This allows you to jump from one scene to the next and eliminates unnecessary pauses and breaks between sequences. This particular editing style keeps viewers glued to your content and lets you cover different subjects instantly. Popular software used for this are iMovie and Final Cut Pro.

Prioritize quality over quantity.

Producing high quality videos is the best way to attract followers and keep them hungry for updates. If you produce your own videos, make sure that you are releasing HD-quality videos with crisp imaging and clear sound. For that reason, it’s a good idea to invest in video production tools like a decent microphone and a camera with a tripod. At the end of the day, it is much better to spend time on making high quality videos that you will be proud to share rather than releasing a bunch of mediocre ones.

Establish a strong social media presence.

To harness the power of a YouTube channel, you’ll need to gain as many subscribers as possible. Be sure to include links to your other social media profiles like Facebook, Instagram, LinkedIn and Twitter within your videos (and vice versa).

Also, remember that consistency is key. You should retain the same tone across your various channels. Your YouTube channel should convey the same message as your Instagram account, for example. One good way to achieve this is by using the same editing style across all platforms.

Your bank’s future with social media.

A bank with a quick response time on social media sends a powerful message to the community. It fosters broader awareness and goodwill, and opens up opportunities for deeper conversations (think comments section) that can ultimately lead to business wins.

Banks can also consider using social media as a main advertisement channel. For a minimal investment, the social media presence of your bank creates a two-way conversation between you and the community. This can translate to mainstream media attention and free advertising in the form of happy customers who engage with you publicly on social media.

Mikey Blanco is outreach specialist at Instasize, a provider of video and social media editing tools—including filters, layout tools and text editors—that help marketers establish a cohesive brand narrative. Email: mikey@instasize.com.

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