YouTube is more important for artists than ever before - here's why | Label Worx
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YouTube is more important for artists than ever before - here's why
Posted By : Laura Holness
|
Posted Date : October 20th, 2020
For labels and artists, YouTube is a crucial platform with a truly global audience which you need to master if you want to get the most out of your music. With this in mind, we invited SongStats' Head of Editorial, Lennie Zhu, to give us a run down of why YouTube is more important for artists than ever before.

Label Worx customers can get an exclusive 20% off Songstats subscriptions by clicking HERE.


YouTube is the largest online video platform in the world. As of the end of 2019, it had 2 billion monthly active users, and we have no doubt that this number has grown resulting from Covid-19 lockdowns this year. YouTube is truly global - it's available in over 100 countries, and 85% of its users are located outside of the United States, with other top markets including Japan and India.

YouTube is a platform for artists. As of January 2020, 93% of its most popular videos were music videos. There are so many reasons for artists to be on the platform today, but most importantly, it's a free streaming and marketing platform that also offers extensive monetization opportunities (more on that later!).

Getting Your Content on the Tube
There are three main ways of getting your content on the platform: first-party uploads, third-party uploads, and content management systems.

First party content (a.k.a. your YouTube channel): The most obvious way of getting your videos on the platform is to create your own channel. What are the best practices to grow your channel?

1. Create high quality content (duh, but can't be underestimated): This can be songs with cool visualizers, music videos, behind-the-scenes reels, interviews, and playlists of your own favorite content (easy win!). Making amazing content is tough and takes time to perfect, so don't get discouraged if getting traction takes a while.

2. Engaging with your fans: Your audience loves getting to know you and feeling the love themselves! Post polls, reaction videos, and leave responses to their comments.

3. Feed the algorithm: YouTube does a lot of the work for you by optimizing its search and video recommendations based on the information that YOU provide. So when you upload videos, be sure to properly fill in fields like Title, Description, Tags, and so on.

4. Collect money from advertisers: Once you have a significant following, consider monetization. Advertisers want to place their ads on top content, and you can make your videos available to them by signing up for YouTube's Partner Program.

Third party content (a.k.a. fan uploads): Your fans will likely end up posting a huge number of videos featuring your music and video clips. Promo channels expose your music to a brand-new audience, and streamers might want to use your latest track as background audio the next time they go live. This is all free marketing!

A perfect example of someone that was thriving through fan uploads is Alan Walker. He started releasing music on NoCopyrightSounds, allowing everyone to use his tracks in their videos without claiming them, which ultimately led to his global hit 'Faded' to be discovered and signed to Sony Music. The rest is history.

Content Management System: YouTube enables rights holders to deliver their audio and video recordings directly to the Content ID System, allowing them to take full control over the use of their content on the platform. You can decide whether you want to allow other creators to upload videos with your songs, monetize them to collect the ad-revenue these videos make or block them all together.

Understanding Your Fans: Analytics
Once you start to grow an audience on YouTube, understand the content that your viewers like the most and improve your upload strategy to keep them engaged. There are some great tools that you can use to measure your success, including what we offer here at Songstats.

YouTube Analytics: YouTube offers YouTube Analytics, which you can use to learn where fans are based, their demographics, when they are watching videos, and what else they are watching. Even more relevant though is the recently launched YouTube Analytics for Artists, which calculates things like 'Total Reach' (your official channel's audience + those of other creators who use your music), and makes it easy for you to watch the videos created using your music. With these newly developed tools available, YouTube is enabling you to further your growth by understanding which levers drive that growth.

Songstats: Our app lets you pull in some of this rich data and compare it side by side with the other platforms you use to understand just how important YouTube is for you. We let you view your total views over time, total comments and subscribers, your top videos by views, and your most liked and commented-on videos. This will give you a sense of what's resonating across your entire catalog.

More Resources
There are many additional resources you can refer to if you want to continue to master the art of YouTube. Our recommendations would be the official guides:
YouTube's Creator Academy has easy how-to videos for all creator types, and their Official Artist Channel Playbook offers tips specifically for artists.

If you have any other questions or thoughts regarding YouTube, let us know. Shoot an email over at lab@songstats.com!
- Lennie and The Songstats Team
songstats.com/?ref=LABELWORX20

 

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