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Harnessing YouTube Marketing Power

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When Junior Mapesone commented, “That’s in front of my house in Manono,” on one of my first travel videos from Samoa, my first thought was, “Wow! Someone watched my video!” By the time I did my Monwya Night Market video and received the comment, “I miss my city,” I realized that I was helping people with my videos, in this case with remembering neighborhoods and family members who sometimes they could not visit.

Connect with Lisa: Watch her Monwya Night Market video above.

People were not only watching but also helping me in my travels. I received a correction on how to spell someone’s aunt’s name in Samoa and heard about the best ice cream parlor near a location in one of our videos.

When I meet with clients about social media, we often talk about YouTube as the second largest search engine on the planet. Many people have concerns about and are intimidated by making videos. I highly recommend Lisa Lubin’s book, Video 101: Tips & Tricks for Awesome Visual Storytelling. Her tips are very practical, and she is an award-winning filmmaker with years of news and television experience.

Tips from her book include:

• “Shoot and Move: Do move yourself and your camera when not filming.”

• “Vary your shots: Vary angles, and focal length. Get low. Get high.”

• “Let your camera do what we don’t normally do in real life: We don’t get too close to people (unless we are about to hug or kiss them). Let the camera invade personal space.”

Lubin’s No. 1 rule is to get sound.

“Videos are nothing without great natural sound,” Lubin writes. “Too many people think of sound as secondary. It is not. It is just as important as good video.”

Lubin’s shooting tips and editing tips tear sheets are full of helpful hints that you can bring with you on a shoot or into the editing room.

Jason G. Miles’ series of books on social media have changed my strategies. His book Instagram Power assisted me in going from zero to over 1000 followers in three months. I found another of his books, YouTube Marketing Power: How to Use Video to Find More Prospects, Launch Your Products, and Reach a Massive Audience, full of ideas that you can easily take advantage of.

Miles’ advice to tap into YouTube’s massive social network is: “Do something specific, consistent and excellent.”

My experience matches one of his quotes: “Your videos are, in essence, a conversation with your viewers, so be authentic and engage your viewers. Even if you only end up with one subscriber, you may never know the difference you are making in that one individual’s life.”

I like his reminder that videography does not have to be hard work but simply a commitment to “publish more frequently. Have more conversations.”

One of the most common mistakes he sees among business owners is that they undervalue YouTube as “a legitimate platform” and give up because they don’t see immediate results.

“Making online content is a long-term investment and should be treated as such,” Miles writes.

I agree with Miles that there is no “secret sauce,” but the dedication and effort to make great content that people want to share is worth it. Your videos can drive traffic and results for years. I have over 280 videos on my YouTube channel and 230,000 views. I started with a Flip video camera and 10 minutes of instruction from a fifth grader. Taking the first step is always the hardest part of any project.

THANK YOU TO WHARTON BUSINESS MAGAZINE for publishing my articles!


Lisa Ellen Niver

Lisa Ellen Niver, M.A. Education, is a television host, travel journalist as well as a passionate artist, educator and writer who has explored 101 countries, 6 continents and sailed on cruise ships for seven years on the high seas and backpacked for three years in Asia. She is the founder of We Said Go Travel which was read in 212 countries in 2018 and named #3 on the top 1000 Travel Blog and the top female travel blogger 3 times in 2019. Find her talking travel at KTLA TV and in her We Said Go Travel videos with over one million views on her YouTube channel. She has hosted Facebook Live for USA Today 10best, is verified on both Twitter and Facebook, has over 150,000 followers across social media and ran fifteen travel competitions publishing over 2500 writers and photographers from 75 countries. She has been a finalist for six Southern California Journalism Awards in the past three years and won an award for her Jewish Journal article. Niver has written for AARP, American Airways, Delta Sky, En Route (Air Canada), Hemispheres (United Airlines), Jewish Journal, Luxury Magazine, Ms. Magazine, Myanmar Times, National Geographic, POPSUGAR, Robb Report, Saturday Evening Post, Scuba Diver Life, Sierra Club, Ski Utah, Smithsonian, Trivago, USA Today 10best, Wharton Magazine and Yahoo. She is writing a book, “Brave Rebel: 50 Scary Challenges Before 50,” about her most recent travels and challenges. Look for her underwater SCUBA diving, in her art studio making ceramics or helping people find their next dream trip.

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We Said Go Travel

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