Youtube feels like the OG video app in a sea of new short-form content platforms (cue TikTok, Reels, Bluesky, Rednote, oh my!). There’s a reason it’s been around for 2o years and still exists as a top contender. In the music industry, there’s no excuse to not use its tools in order to expand your audience, increase engagement, and broaden audience awareness. Keep reading to learn 3 digital marketing tips you should put into practice this month on Youtube!

Thumbails: A/B testing

• Thumbnails are as important as ever when it comes to content quality on Youtube. As attention spans grow shorter, it’s vital that you catch your viewers attention before they even decided to watch your video, and that’s where A/B testing comes in. 
• You can upload up to three varied thumbnails per video, and after a few days, compare click rate and watch time percentages. This not only can be a fantastic tool in order to increase your original video’s views, but can inform the types of thumbnails you should implement in the future as well.

Engagement Techniques: Personalization

• When it comes to your Youtube audience, individuals want to feel seen and heard. With this, it’s key to reply to comments on your videos–but it can be time consuming. One way to speed up this process is by turning on dictation in Youtube Studio, allowing you to verbally express your reply to a commenter. Not only can these be quick, but it can assist in crafting an even more authentic point of view.
• In order to increase engagement, try “gamifying” your content by asking viewers to comment an answer to a question, offering shoutouts, or beginning discussions in the comments section. The sense of community will only rise with these techniques.

Youtube Shorts: Repurposing

• 21% of Youtube-users are millennials or zillennials, but it’s possible to reach the even younger audience of Gen Z or Gen X by repurposing your content to Youtube Shorts. Shorts are scrollable, making them easier and quicker to view. In addition, it’s easy to monetize and sell merchandise through Shorts, so take advantage of this!
• When clipping out your full-length videos to one minute or less, make sure to take into account the 9×16 aspect ratio. One way to make content shot in 16×9 pallatable while vertical is to zoom and follow your subject, or use a zoomed-in translucent version of your video underneath the 16×9 version.

TLDR, don’t forget about Youtube! As we hit the 20 year anniversary, new features are rolling out quick than ever, and many of them are extremely useful for us musicians–and marketers–and musician marketers! Keep growing that audience demographic while producing quality content that is true to your art.

We know the digital world moves fast, with a lot of noise! If you need further help or consulting, please get in touch at [email protected]. We’ll be happy to connect!