Monthly Archives: March 2022

Guest Post by Nabeha Latif, Social Media Guru

About YouTube

If you’ve got all your social media covered, why leave out YouTube? If you haven’t gotten around to capitalising on the video platform’s huge audience, now is better than ever! When it comes to numbers, YouTube is hitting it out of the park! With around 500 hours worth of video content uploaded every minute no wonder it ranks No. 2 for global and domestic web traffic globally.

The current era of media consumption and content consumption, whether its education, entertainment or news updates, YouTube has a vast variety for it all. With the whole social trend gradually moving towards video based content on almost all platforms, YouTube is in the spotlight. Surely you’re familiar with the homepage for your own video consumption on the site, however there’s a lot more that goes into a video from the backend to market and get your content out to the right audience. Here’s all you need to know to get your business running on YouTube.

YouTube for business

Although you can view videos without having to sign in, but for uploading and interacting, as with any other site, you’ll need to sign-up/register your Company/Business to get started. Here’s the quick rundown of the process.

  • Sign-Up with your Business: If you use Gmail for your business email, you’ll use the same username and password for your YouTube account that you use for Gmail. Alternatively, you can create a new Google account that you use solely for YouTube business purposes.
  • Enter the Homepage: Here you can double check if you’re in the company account or your personal one.
  • Open your profile (click on the avatar): You’ll find this in the top right corner. It’s a small circle containing your picture, logo or a default letter.
  • Select your channel: Click your avatar and select the channel from the dropdown menu.
  • Select Business or Other name: You’ll need to select this option to get started with a business YouTube account. You can then enter your company’s name.
  • And click create: Done! That’s all you needed to do.

Once completed, head back to your homepage to get on with the setup. On the top left you’ll see three thin lines, which drop down a menu when clicked. This contains a host of options such as homepage, trending videos, your library and your subscriptions.

On the other side, on the top right, you have a lot more going on. You’ll see four buttons, a camera that lets you upload your next video, a set of mini squares that open up YouTube apps, a bubble shaped icon for messages and a bell icon for all your account notifications. The account photo or avatar as mentioned will guide you to your account information and settings.

Channel Customization

That’s all the basic setup you need to start pushing out videos, but not necessarily the best way it can be done! Make your channel, your very own by customising according to your brand theme to get the most out of your content and brand image.

Here are a few things you’ll need to shine the creative light on:

  • Channel Art: Channel art mainly refers to the top banner, similar to that of Facebook and Twitter. A solid place to add a quick tagline and logo for your brand. And on the topic of similarities between Facebook and Twitter, the YouTube icon is similar to that of a profile picture, so uploading your logo is the best bet!

    Here are the dimensions for both:
    Banner: 2560 x 1440 pixels (For mobile devices and a safer bet 1546 x 423 pixels)
    Icon: 800 x 800 pixels (displays as 98 x 98)
  • Business Info: It’s essential to share data about your business, its offerings, etc. You can do this in the About segment of your YouTube account while adding your website along with your company’s slogan.

Begin with your About segment’s channel description. Keep it short and sweet: You simply need a compact statement of purpose with all things considered three links and a minor source of inspiration. Then, at that point, look down to the “email for business requests” box and put the fitting email address there.

In the last segment, you can add anything links you need: your business website, your other online media pages, and some other web pages to which you need to coordinate your watchers. The more links you have, the higher your possibilities directing people to your business website and drawing in your YouTube watchers. The maximum is 30!

  • Channel Trailer: While optional, a channel trailer is a brief video that introduces viewers to the content they’ll find on your YouTube channel. It is an excellent customization option to increase YouTube viewer engagement. Once you add this trailer, it will appear on your account’s homepage when viewers visit, helping to reel them in and acquaint them with your brand.
  • Engaging with users

After all YouTube is a social platform so its best to keep updated on your content consumers, here are the options you can choose from:

  • Comments: You can boost your video’s engagement traffic by responding to users who comment on your videos.You can sort them by newest/oldest or most popular.
  • Likes: Optional to showcase on your channel, but a more public and passive form of response from the audience.
  • Subscriptions: To help get your content out to the users so they stay up to date. Every time you upload a new video, your subscribers receive a push notification. You should constantly encourage viewers to subscribe to your channel, as it improves your engagement traffic and increases the number of views.
  • Sharing: The site’s social widget allows users to share videos on other social media networks, such as Twitter, Facebook, Google Plus, Blogger, Reddit, Tumblr, Pinterest and LinkedIn.
  • Messages: Respond to your friends and queries, You can also share private videos and messages with friends and contacts on YouTube.
  • Playlists: You can organize related content together using the site’s playlist feature. This is another way to organize your own content on your channel and help users watch content of a similar type in an easy click.
  • Verification

Let your audience know your channel is the real deal from the sea of accounts and users. Much like other platforms, you’ll see a small checkbox, which indicates a verification badge next to the channel’s name. To apply for verification, your channel must have 100,000 subscribers. However contacting Google if you’re a business helps them verify its you before the milestone requirement.

Going Live!

All social platforms like Facebook and Instagram have the option to stream live content to talk to or just showcase a trailer for example. Similarly, YouTube works all the same. Your account does need to be verified for live videos on YouTube though.

Once your account is ready, then going live has 4 ways on YouTube.The first, which is the quickest, is the Stream Now option. The second is through the Events tab, which gives you more control, because you can preview your stream ahead of time. The third option is found on the site’s mobile app; if you use this, the stream will later be archived on your channel. Lastly, you can stream from your computer’s webcam. 

Trending Content/Videos

Certain content on the rise? Perhaps a new type of challenge, maybe even a meme or even a worldwide breaking news! So hop on the bandwagon to get your content out to popular searches being looked for globally. YouTube users are interacting with at very high rates. Often, these videos were uploaded within the last couple days. You can view the current trending videos under the Trending tab on the YouTube homepage even if you’re not logged in or don’t have an account.

For brands, the goal of creating trending content isn’t necessary. It could be a shoot-for-the-stars goal, because if one of your videos goes viral, it could end up on the trending page and thus create significant exposure for your company. Trending videos on YouTube are the videos currently getting the most engagement. Going viral is a nice goal, but not necessarily the ultimate marker of success, depending on your channel’s audience and tone.

Influencers/Youtubers

Famous people and channels which gain a substantial amount of traction and views with each upload, mostly and primarily found pushing video content out on the platform. With each market and genre, you’ll have a host of content creators for the big, the small and even very particular hybrid niches!

Many YouTubers have corporate sponsorships. These sponsors send YouTubers their products to mention or use in their videos. Often, YouTubers will verbally mention the sponsor company and how awesome its product is.

Connecting with influencers to establish partnership deals can elevate your brand on YouTube, helping you reach more viewers and legitimizing your channel.

Advertising

And now we come to a more direct form of content marketing, advertising your videos out to your desired audience to grab and hook them to your channel! Although most YouTubers and channels have gained success from the free atmosphere of the platform, companies and organizations can get their ads in! Since the site is based on video content, companies are encouraged to add a call-to-action link directing viewers to their website following the video.

There are 4 options when it comes to YouTube ads and placements:

  1. In-stream ads, which play before, during or after other videos which can be skipped after 5 seconds. You’ll be charged when 30 seconds of the video is watched.
  2. Discovery ads, which appear when a user is searching or browsing content on YouTube or across the web. This content has no limit! You’ll be charged based on clicks.
  3. Bumper ads are six seconds or less, and users can’t skip these. Ads like these can appear throughout the video. You’ll be charged for these ads based on cost per thousand impressions, or vCPM.
  4. Paid advertisements on YouTube can help you monetize your video content by giving your audience an easy way to buy your products and services.

YouTube Premium

YouTube Premium or previously called YouTube Red, is a paid subscription version of YouTube, which starts from $11.99 ($12 realistically). This allows for a seamless experience with extra perks such as no ads whatsoever and the ability to download videos for offline play.

Also remember that videos are ad-free with this subscription. At the end of the day, though, YouTube Premium could hurt your business, because the premium services take users away from in-stream advertisements.

Tips

Now that you’re familiar with YouTube and how you can promote your business, here are a few extra tips to keep you above the crowd:

  • Ask and motivate your users to subscribe to your channel, no harm in asking (nicely)!
  • Get the traffic from other platforms onto your video, by sharing it with more of the crowd.
  • Use of keywords, hashtags and trending phrases to stand out with SEO.
  • Get social and mingle with similar content creators to learn and also attract more relevant people!
  • Make custom playlists for your channel, especially if you have a series going.
  • Regular and timely uploads!
  • Use links to more of your content, and links within your videos.
  • Work with trending and high profile YouTubers for product placements, reviews and collabs.
  • YouTube really is inspired from other platforms, so get onto YouTube stories as well.
  • To get the crowd going, how about arranging a giveaway or a contest to get the “hype train” going.
Peace

We are all deeply saddened by what is happening in Ukraine and our hearts go out to all the people suffering in this conflict, no matter what their passport says.

We stand with Ukraine. We condemn violence. We pray for peace.

Immediate Actions – How You Can Help Right Now

(Status: Tuesday, 8 March 22)

  • Keep yourself informed about the security situation on the ground and in the neighboring countries.
  • Ensure that you are mentally ready to support others and feel free to reach out to Angie if you wish to talk. The best way to reach her right now is through her mobile phone.
  • Provide a shower or room: In Switzerland, organizations such as Campax are looking for accommodation and families who have spare rooms to take in refugees for now. Being able to have a shower and stay for one night is better than nothing. Also, the Swiss cantonal authorities are setting up accommodation and you can check your local migration office if you have families and friends who need a new home or place to stay.
  • Employ a refugee. According to our research Ukrainian refugees will be allowed to work in Switzerland with an S status within 3 months. In the European Union, many countries will allow them to work right away. Check this site for a Q & A on the situation in Switzerland.
  • Hold a fundraiser at your workplace and ask your employer to match donations. The ICRC has great programs your employer can support and financial aid helps fast in this situation.
  • Support grass-roots actions. Our friend Birger Oldorff is providing transportation to vulnerable refugees through Human-Plus, a German non-profit. https://human-plus.de/en/ +4921531397263 info@human-plus.org.
  • Consider what you share on social media right now. We provide guidance on Digital Media Literacy here in this post.
  • Volunteer your time as you have great skills and knowledge to help. We love this resource for example: HRforUkraine
  • Be kind to others who might be going through trauma, anxiety, have to take care of families and friends, even if you don’t know how affected they are.
  • Offer your ears and hearts to people. Some people feel better if they can talk or chat with someone. Offer your support via social media or through your direct contacts.
  • Decorate your house with a peace flag.
  • Share important phone numbers on Twitter and Facebook. Many refugees are confused and not sure who to contact for help. This site by the ICRC is really helpful.

DONATION MATCHING GLOBAL PEOPLE TRANSITIONS

**Global People for Global People**

We will match donations to the ICRC until 20 March 2022. If you aren’t employed right now, you can send us your donation receipt and we will collect all donations and match them up to CHF 10k.

We’re not sure what to do if we raise more, but we will update you. 🙂

Donations and Fundraising

Here are things you should consider: 

  • Does the relief charity meet Better Business Bureau charity standards?
  • Can the charity get to the impacted area?
  • Not all charities have the resources to provide relief to Ukraine as quickly as necessary. It would be wise to check and see if the charity already has a presence in Ukraine or another eastern European country.
  • We advise against sending clothing. They could create logistical challenges to deliver to Ukraine (and bordering countries). They also often create a lot of extra waste if they cannot be used immediately.
  • Check if the charity experienced in providing emergency relief.

Experienced in disaster relief and recommended:

Red Cross (ICRC – and national committees)

UNICEF (and any other UN branch such as the UNHCR or the World Food Programm)

Amnesty International

Doctors Without Borders


The present war in Ukraine has reminded us how our world’s stability is all but relative and fragile. Just another sign of this BANI (Brittle, Anxious, Non-Linear, Incomprehensible) World. As if the humanitarian situation in Ukraine was not enough in itself, the rest of Europe and the world will definitely feel the earthquake aftershocks because of our ever growing interconnectedness that condemns us all to food and energy security failures and negative impact on general trade. 

The sheer size of the catastrophe is a major factor that contributes to the prevailing anxiety and adds to the confusing complexity of our nonlinear world: the multiple causes and impacts (even the yet unforeseen consequences that will or could  eventually occur). The overflow of information (information, disinformation, as well as misinformation) and the growing complexity of our world renders this situation and the whole world more difficult to comprehend, predict and control.

Jamais Cascio, the author who coined “BANI world” wrote “[a] sizable share of those of us who work in the field of imagining the future often struggle with […] a difficulty in seeing our world in anything other than an apocalyptic frame. It’s not because we want it this way, but because other framings seem inadequate or false. The danger of this urge is that it can easily become a trigger for surrender, a slipstream into despair. Through all this, we believe that we can do something to improve the situation, and if not the whole wide world’s situation, at least our own.”

According to Cascio, “for each problematic aspect of our BANI world, there is maybe not so much a solution, but a way to react, that might help us and others better manage the situation itself and our emotions and stress that ensue from it. When something is brittle, it requires capacity, and resilience. When we feel anxious, we need empathy and mindfulness. Non-linear circumstances need context and adaptivity. And what is incomprehensible calls for transparency and intuition. Everyone can do their share and extend empathy and mindfulness. As for context and transparency, we believe it is everyone’s responsibility to verify the veracity of the information they share (may it be in person or on social media). This contributes to limiting the misinformation impacting our confusion and anxiety.”

A year ago, the concept of BANI was just that. A concept. Today, it’s a reality that we all feel in our bodies. You might have woken up last week with a taste of iron in your mouth. The earth might have felt a bit shaky when you went out after you heard about the invasion in Ukraine. And now, a few days later you might be lying in your bed crying, feeling like you can’t face another day in this world. You went through all the phases of grief described by Elisabeth Kuebler-Ross in her famous book “On Death and Dying (1969).

If you have never seen a difference between something that you understand with your mind, but not with your body then this is your next leadership lesson. For example: I was able to explain “intercultural leadership” or “transactional analysis” in my late 20ies but I only experienced body sensations in my late 30ies. 

I knew for a long time that there are people who are relationship-oriented, rather than task-oriented, but I only experienced this when I went to India back in 2006. 

Last week I went from shocked to angry to crisis mode. My German default took over. I gave (friendly) orders, advice and pushed an agenda for providing psychological safety in this situation. Today I’m ready to grief and process. For most of last week I felt pain in my back and my shoulders. This is a trigger, body sensation I know too well. It’s a mix of feeling overwhelmed and anxious, feeling left alone with the burden of responsibility and having to stand up and do it anyway. Even if your voice is shaking, even if you are criticized, even if you are told to keep in your lane and despite your inner critic that tells you: “This will not end well.” and the inner Gollum (your worry monster) who also tells you “We’re all gonna die anyway, so why bother”. 

And this my friend, is when we rise.

Here are five ways to provide psychological safety and help your people stand up for what they believe in, have a voice and be heard. 

1 – The Daily Fail

My great friend Inge Nitsche, CEO and Chair of Expatise Academy is using a “memotrainer” and the way it works is that you are continuously asked questions until you get them right. The retention of this kind of training is exponentially higher than other training methods as people are told that their MISTAKES ARE GOOD

The more you get wrong, the faster you fail, the higher your improvement score and learning curve. Yes, this is frustrating, but it works. And I believe that I would like to practice that now. Because: As I recently told one of you “We’re not in high school anymore.”

I admit that I failed at giving psychological safety and it made me consider what I could do to role model the behavior behind it and how I could approach this topic with a growth mindset. I am working on an experiment I would like to share with you: Every day, I am allowing myself to admit one fail by saying or writing it down. Then I correct the mistake or I try to understand where I was wrong or on the wrong path. This is hard, because I’m used to being in an “Expert” role and it is very unusual behavior in a FEAR CULTURE but I will try it anyway, because if I allow myself to make mistakes and to correct mistakes, then others will see that it is okay to show that you are not perfect and that learning only happens in an environment where it is okay to fail even if it is just in small doses.

2 – The Broken Record 

Another experiment is the “Broken Record”. If I identify an issue that needs change, I will address the issue again and again, especially when I feel that I had not been heard in the past. This way, through repetition, I will either learn that I was wrong about my assumptions OR if I was right that maybe other people learn in a different way and that I need to give them the time to catch up. 

It’s also helpful to address the issues that you wish to flag at various angles and find friends that you trust who will help you spread the message.

3 – The Daily Agile

You probably know that this is one of my principles and for a long time one of my priorities because I am also a fan of the Agile Manifesto. So, I usually prioritize my clients over anyone else, but I also prioritize people over processes and tasks. This principle helps to focus on what is important in the moment. If you are unsure whether you should draft a contract, update your HR System or listen to an anxious colleague or team member and you apply the agile manifesto you never doubt yourself. Follow your inner guidance here.

4 – The ZEN Workspace

Without order outside there is no order within. Working from home a lot we now keep our home even cleaner than before and maintain a few ZEN practices to ensure that order is maintained on a daily basis. You can apply ZEN practices to your workspace, your desktop, your data, your filing system and your KANBAN. If you get overwhelmed by chaos, you can always work on your system and find a system or backup plan that supports you. It could even be a paper binder or a laminated checklist. Make it a habit to clean up every day. Keep order outside and clear your clutter regularly. I find this usually gives me peace and calm. Even folding the laundry or cleaning my shoes can help there.

5 – The Rollercoaster

When I get up in the morning thinking “this will be a quiet day and I can finally get a bit of admin done” there’s a high probability that the day will end up with laser swords, magic wands, and fighting the dark force. We can handle many things when we are centered and calm, but it’s better to be prepared at any time that the next crisis is just around the corner. Charge your smartphone. Pack a backpack. Wear comfortable clothes. Get fit. Be ready to run.

“Do or do not. There is no try.” 

YODA

PS: 

Join us on our journey towards becoming Jedi and sign up to get invited to the upcoming RockMeRetreat

Further Resources:

https://medium.com/@cascio/facing-the-age-of-chaos-b00687b1f51d

https://stephangrabmeier.de/wp-content/uploads/2020/08/BANI-vs-VUCA_Infographic_Stephan-Grabmeier.png

https://www.linkedin.com/in/jacobmorgan8/