As the use of YouTube for businesses continues to grow, it’s essential for brands to establish a presence on the site. While networks with short clips are on the rise, the opportunity to create and share longer videos is still a vital part of developing your company’s voice. But before you can do any of this, you need to create a YouTube account for your company.
Let’s go over how to get started with creating a YouTube account, help you start formatting your channel page, and give you a brief overview of using the YouTube Creator Studio.
1. How to Create A YouTube Business Account
All YouTube accounts need to be directly tied to a Google+ account. There are two main ways to tie your brand to a YouTube account.
- If you already manage a brand Google+ Page, you can use that to create a YouTube account for that brand.
- Otherwise, you can create a YouTube account for a brand that will automatically create a Google+ Page for that brand.
Creating an Account With a Current Google+ Page
This is the most efficient way to create a YouTube account for your brand. If you don’t have a Google+ page for your business, you can learn how to make sure you learn how to create one. Once you’re logged into that Google+ page, follow these steps:
- Make sure that you’re logged into the Google+ account you want to attach to a YouTube page and go to YouTube.
- Point your mouse to the top right corner where your page’s thumbnail is and click the dropdown.
- When you click the page you want to make a channel for, you’ll see this page:
- YouTube will take you through a quick tutorial, then you’re ready to start posting content!
Creating a Google+ Page Through YouTube
Though it’s less efficient, you can use a personal YouTube account to create a YouTube account for your brand. This will then create a brand new Google+ page for that account. This assumes that you already have a personal Google account. If you don’t, you can create one.
- Navigate your way to YouTube and click on your image thumbnail in the top right corner.
- Click on the gear icon next to the button that reads “Creator Studio.”
- This page gives you the ability to “See all my channels or create a new channel.”
- Choose to create a new channel and you’ll see a page that looks like this.
- You’ll now need to name your company and choose the category that fits best.
- YouTube will now give you a tutorial on using the service. This has now created a Google+ page for this account. You can find it by clicking through the image in the top right corner.
2. Your YouTube Channel Page
This is a look at your new YouTube Channel Page.
The first two tabs that we recommend fill out with information are the “Home” and “About” tabs.
Your profile photo will default to the one you’re using on the your Google+ account, so if you ever need to change it you’ll need to do it there.
Also, remember that YouTube now has cover photos in its One Channel layout. To upload your photo, click the “Add channel art” button in the middle of the cover photo area.
Alternatively, mouse-over the photo space to reveal an edit button in the upper right corner to open a drop-down menu. Select “Edit channel art” and then either drag or upload the image you want. The recommended file size is 2,560 x 1,440 pixels, but keep in mind that not all of that file will appear on your profile.
After getting the visuals in place, click the “About” tab on your channel’s home page. Three buttons will appear in this section to guide the further development of your YouTube account.
- Channel description: In this text box, enter a punchy description of your brand or the type of content that you plan on sending out.
- Links: This section helps you connect YouTube to your other online profiles. You can select whether to display links overlaid on the cover photo and how many links will appear there. It also lets you decide whether or not to show how many views your channel has, and when you created the account.
- Add Channels: Use this area to highlight your partners, your different departments, or your individual employees. If you don’t know of any other YouTube channels you want to feature, you can leave this section blank and update it after you’ve gotten acquainted with the platform.
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3. YouTube Creator Studio
After formatting your channel, you should move over to the “Creator Studio” to create content and manage your page. Here are all of the different tabs on that dash.
The customizable YouTube dashboard is the place to go to quickly scan what’s going on with your page. There are 5 different widgets that you can add, remove or rearrange to help you quickly get a high level view of your page.
The video manager is the place to go to manage all of your content. There are also a few unique features that can be found on this page.
- The ability to live-stream a life event
- A place to go to create video playlists
- A tab to access your search history
- A tab that shows you all of the videos you’ve liked
As you upload more and more videos, be sure to take advantage of the ability to create playlists. Navigate to the Video Manager, which is in the same drop-down menu as the Dashboard. In the Video Manager, mark the uploads you want to include and then click on the “Playlists” button. In this menu, you can opt to create a new playlist or add on to an existing one.
YouTube is just like any other online community that you need to maintain and manage. As your presence continues to build, it’s important to continue to engage with your audiences and build relationships. It’s also important to find any people who may be vocally dissatisfied with your brand, and handle that as you would on any other social network.
There are a ton of features in the channel section that help you personalize your page. One important feature of this portion is to decide whether or not you want to monetize your site. If you put out a lot of high quality content that you think will get a lot of views, this could be something for your brand to look into in order to start generating revenue.
YouTube has a robust analytics suite. Just like with most aspects of marketing your business, using this data can help decide what kind of content that you want to produce. Here are some of the things key things you can look at:
- Audience Demographics
- Playback Locations
- Traffic Sources
- Devices Watched From
- Audience Retention
Now that you have this all down, it’s time to start creating some content. The first clip you’ll want to upload to the network is a trailer for your channel. Depending on your industry or the specific focus of your channel, this trailer could take many different forms. If it’s your main brand account, then the trailer can be a general look at what your company, product, or services are all about. If you’ve created a dedicated account for a special promotion or a unique purpose, then it might be a more specific or unusual video to convey the details of the program.
Want more ideas on how to promote your YouTube channel? YouTube has three social features that help businesses and brands, so there’s more to learn!
Kevin King: Kevin King is the SEO Manager at Sprout Social and a film critic turned analytics geek. When he isn't poring over massive Excel files, he can be found enjoying live music, indie films and select craft beers.