We’re now into part four of the Social Media Profiles for Financial Advisors series. In this post, we discuss YouTube, the popular video-streaming platform. While filming and editing your own videos may be intimidating, it’s actually quite easy for anyone with a smartphone and a few pieces of additional equipment. As a marketing tool, YouTube is a great way to provide valuable tips to your current and prospective clients while also showing a bit of who you are in the process.
Here are some tips and tricks for how to get started on YouTube:
YouTube Overview and Getting Started
YouTube is a highly popular video platform with more than 1.3 billion users. It’s estimated that more than 300 hours of content is uploaded to YouTube every minute! That means users can find everything from silly cat videos to car-repair tutorials. If you can think it, you can probably find it on YouTube. Financial advisors have a unique opportunity to get in front of their audience by posting videos and hosting them on their own channel. When naming your channel, be sure to make the name relevant to your business so you will come up in searches. This channel becomes the place where all of the videos you post are kept, so if someone comes to watch a specific video, they may stay and watch them all. Because of this, think about making videos in a consistent order that makes sense if watched all at once.
For videos in which you will be on camera, a simple tripod accessory for your smartphone is all you need for filming. Just be sure to film in a well-lit area and speak loudly enough for the sound to come through clearly. It’s a good idea to do some testing before shooting an entire video only to find out it’s not usable. Once you’ve recorded a video, any number of apps for your phone can help you edit it in a flash, with little technical knowledge required.
When thinking about types of content, you may have some concerns, so let’s address them here:
- Will my competitors see my content and steal it?
Possibly, but ask yourself, does it matter? Imitation is the sincerest form of flattery, and putting yourself out there is part of the deal. Keeping your information hidden from competitors also means being hidden from potential clients.
2. If I’m giving away information to my clients, will they still need me?
Yes, of course. For a number of reasons. The foremost reason is that you aren’t giving specific, tailored information and advice via YouTube. That can only be done via a personal evaluation, which is why your videos should show enough to keep them wanting more.
3. Do I have to be on camera all the time?
No! There are plenty of other options, including screen sharing. For example, you can create a PowerPoint presentation, and then, using screen-capture software and a microphone, add your voice to it. When finished, you can save the file as a video and post it to YouTube. This way, you never have to appear on camera; only your voice will be heard. In order to create some variety, consider posting some videos that have you in them as well as some with screen-sharing, etc. When creating videos, keep in mind that while there is no rule for length, a 3- to 7-minute video is optimal to give enough information without losing the viewer’s attention.
An overall rule for content is to make it as evergreen as possible. This enables you to re-use videos when you may not have time to create new content but want to stay in front of your audience.
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Sharing Your Content
So, now you have videos, but how do you get them watched?
Post links on all of your other social-media channels and of course your website. YouTube can be the main source of content that is shared everywhere. Be sure your other social-media channels are established and up-to-date beforehand, so you can ensure your visitor gets the best experience on all of your social channels. Keep in mind that YouTube also has a comments section, similar to that of Facebook. Be sure to keep an eye on the comments in case you need to respond. You can also turn comments off for each individual video.
When it comes to compliance, there are no specific guidelines for YouTube content, as the same rules apply for all other forms of marketing and promotion:
- Never give advice.
- Never give false or misleading information.
- Educate, don’t sell.
- Assume everything you post can be seen by ANYONE (because it can).
YouTube is a huge and very popular platform. There’s no reason you should be left out! With these tips and the experience and training you bring to the table, YouTube could be yet another tool in your social-media marketing for financial advisor arsenal that helps you build and educate your client base.