Content is king. Today, more than ever, companies and their brands need to be on YouTube. Not only for their own campaigns, but for the campaigns of their customers too. And since the small business owner is already a YouTube superstar, many of them don’t know what to do with it.
YouTube, with three billion searches every month, is a wonderful medium for promoting your company, both organically and through paid adverts. The Google-owned video platform has the potential to be a significantly more effective marketing tool than many other traditional possibilities.
YouTube is a terrific way to sell your company, but it takes planning, and you can’t just submit a few videos and hope for the best.
Rather, three kinds of content work best on YouTube: Hero, Hub, and Help or Hygiene, and we’ll look at how each one may provide good results on the UK’s second-largest search engine in this tutorial.
Increasing Your Influence on YouTube
Making an effect on YouTube necessitates a thorough examination of the types of content already available on the platform. YouTube even categorizes its content into three distinct categories. Of course, these are Hero, Hub, and Help or Hygiene.
Each one has a distinct purpose, providing viewers with unique videos that elicit a specific emotion. Before you start posting on YouTube, it’s a good idea to learn how each form of material works so you can organize your strategy more efficiently.
3 Most popular content on Youtube
If you want to go big or go home, Hero content will appeal to you because it makes a large impact and generates traffic to your channel. Hero content, if it had a personality, would be a people-pleaser. Consider large campaign launches or special milestones, and you’ll get a good idea of what Hero signifies.
Hero content is all about making enormous waves, but it’s not something you’ll see on YouTube very often (more on that in a bit). It’s for when you have that one piece of news you truly want to share with the rest of the world.
Read also: All you need to know about YouTube Marketing
When creating Hub content, consider the value you bring to your audience. Its goal is to keep viewers watching your video and wanting to go on to the next one. This could incorporate current trends or specific specializations within your sector.
If you’re a food and beverage brand, for example, Hub content may include a cookery mini-series that shows audiences how to make recipes in four or five short videos. The idea is to attract people to watch all of the videos in the series because they are interested in learning how to create the complete recipe.
When it comes to Help or hygiene contents, it’s all about answering the questions that people in your sector are searching for on Google or YouTube. When users search a question on Google, it produces either a text result or a video, and the more consistent you are with this type of material, the more likely you are to appear in the search results.
The goal of help or hygiene content is to attract users who are looking for key terms associated to the brand. Even if your company does not produce extreme sports material like Red Bull, it can nevertheless produce extremely relevant hygiene content.
If you’re a computer software company, for example, your content could include how-to films that help your customers explore your product. When people are looking for answers to a certain subject, they frequently use search to find hygiene videos.
If your video answers the proper questions, it will naturally rank on page one. By answering critical questions, you may gain the trust of your viewers and drive them to your channel, resulting in a larger following for your business.
How do I select the right content?
So, should you focus on Hero, Hub, or Help content to propel your brand? In an ideal world, you’ll employ all three ways to create a varied range of videos that entertain, inform, and educate your viewers. However, there are a few points worth mentioning.
Hero content, for instance, will not work if you try to use it all the time. As a result, save this for when you need to express something very essential, such as a product launch or seasonal narrative.
You’re left with Hub and Help, which should be frequent touchpoints in your YouTube content strategy. Aim to establish a great mix of smart Hub material that keeps visitors coming back for more and educational Help content that will help you build trust.
The number of videos you generate is determined by your capabilities and the position of YouTube marketing in your overall marketing strategy. However, we urge regularity, with at least two Hub and Help content pieces posted each month.
Making Hero, Hub and Help/ Hygiene work for your brand
On YouTube, the “triple H” of content can be a significant generator of engagement. Once you’ve determined how much you can develop, decide whether you’ll execute it in-house or collaborate with third-party organizations to bring your strategy to life.
Then, construct a collection of Hub and Help content, increasing the amount of films you have and introducing yourself to YouTube audiences. It’s time to go for the Hero content when you’ve built up interaction and a sense of community on your YouTube page.
This method, when executed successfully, has the potential to turbocharge your brand and offer you a major foothold on YouTube.
Hero, Hub and Help inspiration
Many brands have nailed their Hero, Hub and Help content on YouTube, including Volvo. The Swedish carmaker has always been a leader in creating content, and its Hero, Hub and Help content has racked up hundreds and millions of views and counting.
Because hero content is meant to support major brand moments, it’s important to think about mass awareness tools. Paid media, PR support, and influencer amplification are all relevant and helpful tactics.
It is easy to get into Ted Ed’s channel, you’ve watched one of their videos, and the next thing you know, it’s 3 in the morning and you forgot to have dinner. The art styles are unique and the videos are short and entertaining, perfect for people of all ages.
The best thing about it is the different themes in their videos, resulting in interesting series that are separated into YouTube playlists.
Help content is meant to pull users in to a channel via search. As a result implementing basic search engine marketing tactics will be beneficial.
Why is the hero, hub, hygiene/help content strategy important?
Every minute, 500 hours of content is posted to YouTube.
As a result, in order to achieve traction, content must deliver value to customers.
Many brands are providing content that is clearly self-serving, which is unappealing to customers. Hundreds of thousands of dollars will not address the problem.
Increasing views to your video may increase your view count, but is that material meaningful if engagement drops off after the first 5 seconds? I’d argue you’ve essentially developed material that functions as a “leaky bucket,” inefficient in its inability to convert consumers to subscribers (or even get them to view a full video) and in its inability to establish a lasting impression with consumers – which may completely alienate them.
Brands cannot count on capturing lightning in a bottle with a viral video in the future.
Instead, a brand channel must have a strong foundation of Hero, Hub, and Hygiene or Help content to entice viewers and transform them into a community.
Combining Hero, Hub, and Help is a terrific approach to learn about YouTube’s dynamics and create material that will pique your audience’s interest. Creating a successful triple H approach can add a new dimension to your YouTube channel, improving engagement and, in turn, enhancing your bottom line.
We hope you enjoyed our article about the three winning content types on YouTube. With this knowledge, we know that you can create better, more effective YouTube content that will help you grow your brand, increase your followers, and improve your rankings. So what are you waiting for? Get out there and start brainstorming topics for videos that will help you reach your goals.