5 Reasons Why Your YouTube Channel Lacks Engagement
This is not another YouTube guru talk!
There are enough articles out there that will tell you how to “master” YouTube for your tour business. Believe me: I’ve spent countless hours watching “experts” talk about how to improve your YouTube channel. I have attended workshops and seminars led by top marketing professionals explaining to me the importance of keywords, SEO, video length, analytics and algorithms. And I 100% agree: thinking about all of that is important, and critical to why and how people are drawn to your YouTube channel.
However…
I’m also struck by the lack of general interesting videos out there! This might be controversial, given over 300 hours of video are uploaded to YouTube every minute!
But I’m talking specifically about the content created by tour companies. Part of what I do is evaluate tour companies; I help small operators who don’t have big marketing budgets look at their products and give feedback on the overall customer experience, from your website and itineraries to your content marketing, which of course includes YouTube. What I’ve noticed when it comes to tour companies’ YouTube channels is this:
- The videos aren’t that interesting.
- The channel doesn’t tell the story of the company coherently and consistently.
In other words, it comes down to content. I always ask myself this: Do I as a tour customer feel like I understand what your company is about? Am I able to visually get an exciting sense of what I will be doing on your tour or experience? Am I enjoying the video enough that I want to watch it all the way through, and perhaps even share it with friends to convince them that this experience is something we should try?
I am a firm believer that you don’t have to be a large company with an entire marketing team and expensive equipment to create compelling video content. I believe that a little creativity and organization, sound storytelling principles, an understanding of what makes a great video can elevate your customers’ YouTube experience and grow your business.
Here are my top five tips.
This is not meant to be an exhaustive list, and if you spend a minute searching the internet you’ll certainly find thousands of other tips related to algorithms and SEO. But hopefully these serve as basic gentle reminders before you go and buy another expensive marketing class!
1. Content, Content, Content
As tour professionals, we put a lot of work into creating a great experience. We understand the “flow” of how a tour should work and aim to achieve that perfect balance of information and fun that makes our travelers have a holiday to remember. We need to carry those same design ideas into the videos we produce. Think of the video as a story.
- Does it have a beginning, middle and end?
- Does someone watching your video find themselves engaged enough to watch it all the way through?
In short, if engagement is key on YouTube, how engaging is the content you are creating? Ask a friend to watch your video and give you feedback.
2. Tell a story!
Creating a short video doesn’t mean you can forget about storytelling. I’ve seen 30 second TikTok videos that develop a narrative! We’re all used to emotion-based marketing; think of so many brands producing commercials that tug at the heartstrings and focus on a storyline instead of just showcasing their brands.
In a tour video, we are selling the idea of an unforgettable experience that should make the viewer feel something.
Here’s one storytelling example from video for a zipline tour operator:
- The video opens with a customer who has never done anything like ziplining before. She was scared, hesitant and very nervous.
- Next, the video showed her journey: from her friends trying to convince her, to her signing up, being scared about the waiver, getting to the top of the platform and almost backing out at the last minute.
- Finally, the video ended with her going down the zipline and crying when it was over, not because she was scared, but because she accomplished something she never thought she would do. I also was tearing up! I felt a connection and understanding to what she went through. That is the kind of story that will get views and engagement and encourage people to watch more of your content and even share it!
3. Include an Explainer Video on your channel.
This is the main, highlighted video on your channel where you explain your brand, your company philosophy, your product and everything in between. It can live on both your YouTube channel and embedded on your website’s home page.
Think of it like a movie preview. The whole plot isn’t given away, but it entices you to want to buy a theater ticket: how many times have you seen a promo trailer for a movie and by the time the 2 minutes are done, you are saying to yourself, “I have to see that!” Your explainer video should convey to the viewer what your business or channel is about. The content can be a hodgepodge of all the things you do, but edited in a quick, visually-appealing way. It’s the first glimpse someone has into your company, so rather than being an exhaustive list of everything you do, it should connect with your viewer’s emotions. If your goal of using YouTube is to generate sales and interest, taking the time to put this together is well worth the effort.
4. Stop saying “Tech isn’t my strong point!”
Let me start by saying: everyone I teach starts by warning me that they’re not great at technology. And yet I watch them, after a little hard work, start producing wonderful videos! So give yourself a break, and give yourself a little credit. Nobody’s unteachable.
You just need to be willing to learn. Today, more than ever before, the information and help we need to create great content is only an app or software download away. Graphic designers and professional videographers are great if you can afford them, but with so many incredible platforms to create content, whether it’s advertising promos for social media or video creation, with a little practice we can become our own marketing machine. Smartphones today are so advanced that filming a video and even editing, all on your phone, can become a habit that keeps your content fresh and new! Add in a $30 external lapel microphone for better sound quality, an inexpensive gimbal for smooth filming and you have the tools to create epic videos! That’s seriously it!
5. Organize your channel videos.
You’ll want any visitors to your channel to quickly understand what you’re about, and find the content that’s right for them. That means your channel should be organized and easy to navigate.
Which means: start by thinking about the purpose of your video before filming. Create topics or categories, so people can easily find what they are looking for.
Example: notice the TripHacks DC YouTube channel, where Rob P. has all his company’s videos neatly titled, labeled, and organized: transportation tips, first-time visitor advice, DC month-by-month. Each of those categories appeals to a different kind of viewer.
What topics work for you? They should coincide with the story or action you are trying to get across. For instance, if you are a food tour operator, create topics around food, of course! One topic can be “Italian Food”, then feature some of the best Italian food your city has to offer. Another topic can be “Where to eat in (insert your city)…” Then feature local restaurants to highlight for visitors. How about a “Meet the Chef” series where you interview local chefs about their best dishes! Creating content around a topic will get more people to want to see what you are uploading next and creating a schedule that people can count on for new content will get you subscribers!
Conclusion
Of course, these are just basic observations, following each tip takes time and effort. But believe me when I tell you that with practice, you can create an incredible viewer experience, increase sales and get more views! The overall mission for anyone marketing themselves is to create buzz, so use this time to train yourself to learn a new skill and take charge of your marketing. After all, as small business owners or independent contractors, we already play several different roles, we might as well add Marketing Department to our list!
Alan Armijo is the Co-Owner of TripSchool and teaches a course on Creating Incredible Videos, with a focus on minimum equipment and out of pocket cost to get started right away!
