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Bernie Tanzi

Historian & Mentor

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Video Marketing: YouTube for Restaurants

by in Social Media for Restaurants
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First of all, we are always blown away by social media statistics and YouTube’s most recent statistics are mind blowing. Just in case you aren't sure whether or not you can “reach” your target market on YouTube. Check out these numbers and think again!

  • More than 1 billion unique users visit YouTube each month
  • Over 6 billion hours of video are watched each month on YouTube—that's almost an hour for every person on Earth
  • 100 hours of video are uploaded to YouTube every minute
  • 80% of YouTube traffic comes from outside the US
  • YouTube is localized in 61 countries and across 61 languages
  • According to Nielsen, YouTube reaches more US adults ages 18-34 than any cable network
  • Millions of subscriptions happen each day. The number of people subscribing daily is up more than 3x since last year, and the number of daily subscriptions is up more than 4x since last year

And YouTube is getting even more exposure with the growing popularity of streaming box TV like Chromecast, Roku, and Apple TV. To top it off, YouTube is owned by Google so not only does it have the potential to put your restaurant in front of a billions of viewers. It’s also a powerful marketing tool to boost your exposure in local searches. That is why we think it is a no-brainer for restaurant franchisees looking to reach potential customers in a specific location.

Rules

Before you start uploading videos make sure you read and understand the Community Guidelines and copyright policies. It may seem like the wild wild west of videos to someone just getting started but Google does monitor your activity on YouTube and you must keep your account in good standing to access YouTube features.

L&P TIP Create a separate Google account just for your business so your personal ‘googling’ does not get mixed up with your business ‘googling’.

Content

There are two schools of thought on content. The first one is “If it’s for business, keep it professional” and the other is “No one wants to watch commercials on YouTube”. However, one thing everyone agrees on is that your YouTube videos should be engaging, short and to the point.

Our philosophy is somewhere in the middle. Videos that are shot ‘on the fly’ can capture the essence of a brand and reach the viewer in a raw and personal way. On the other hand, a more polished, structured video can give your brand more credibility. So, we think you should always be ready to shoot on the fly but also plan videos that support your marketing message.

With that said, the first thing to do is figure out how long you want your video. Whether your videos are effective at 30 seconds, 2 minutes, or an hour, comes down to your audience - read more about video timing here.

After you’ve determined the length of your video, begin making a bullet point list of what you want to cover or feature. Then, assign a timeframe to each point or segment so you have an idea of how much content you need to fill each segment.

Next, start writing a script or speaking points for each segment. Include any visuals, props or pop-ups you may want to use in your video. Finally, run through at least one practice session to make sure you have allotted enough time for each segment or need to add or remove any points. 

L&P TIP Taking the time to plan your content and practice before shooting will shorten the length of time it will take you to produce a quality video.

Shooting

While it can cost big bucks to get professional YouTube videos produced, there’s nothing wrong with giving it a shot yourself or hiring a film student off of Craigslist. This video tutorial will show you how to shoot expert-looking footage on your regular old iPhone - click here to watch.

Editing

Now you are ready to upload your videos to YouTube ‘as is’ or use the YouTube Video Editor. With the YouTube Video Editor, you can:

  • Combine multiple videos and images you've uploaded to create a new video
  • Trim your clips to custom lengths
  • Add music to your video from a library of approved tracks
  • Customize clips with special tools and effects 

Here’s a video tutorial on how to use the YouTube Video Editor - click here.

If you would like more advanced editing features then we recommend the easy iMovie for Mac users and MovieMaker for Microsoft users. 

Tagging

Most YouTubers use the tagging feature to categorize their uploaded videos by topics - similar to hashtags on Twitter. However, to market your restaurant, tag your videos by topic and your company name, location, city, state and even country. Also, include your restaurant’s contact information in all video descriptions and as text in your videos. This will ensure your videos are full fully optimized to increase search rankings.

L&P TIP Don’t forget to add your YouTube Channel url to your print marketing materials, website, other social media accounts and Google+ business listing.

Commitment & Engagement

Finally, as with all social media platforms, setting up a video schedule so that you are uploading videos on a regular basis, monitoring activity and responding to comments made by viewers is key in getting the most out of YouTube.

Landers & Partners is a full service marketing, advertising and media agency. Let us know if we can help you get started on using YouTube, Facebook, Twitter, Instagram or any other social media platform to better market your restaurant online.

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“Never take your staff or clients for granted. Remind them with your actions and intent why they chose to be with you and your organization. Prove yourself every day and enjoy doing it. Respond as though it’s your problem, your investment, your time. In other words, the golden rule is still, well... golden.” Learn more about Bernie at  www.landersandpartners.com/bernie-tanzi.

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Guest Sunday, 17 December 2017