How to create and personalise an association’s YouTube channel?

Did you know that if you sit down for a week to watch YouTube videos, you will only have been able to watch the content posted in 60 seconds?

YouTube is a well-known and globally used platform that offers a large amount and variety of content. A place where it is becoming increasingly difficult to gain a foothold due to the great competition that exists.

This is why it is essential to create a different YouTube channel that offers innovative, quality content aimed at a specific audience.

In this case, we are going to focus on how to create a channel for an association.

Why have a professional channel?

First of all, Youtube is the second most visited website in the world and the second most visited search engine after Google. 80% of its web traffic is video, so the main content is quite targeted, unlike other platforms.

While it is true that in some cases it is considered a social network and a platform for creating personal content, organisations, companies and associations can also take advantage of it to publicise their brand and activities.

Although business associations have traditionally been more focused on generating written content, the above data support the fact that video is the preferred format of internet users, so it is necessary to dedicate time and resources to create a YouTube channel and feed it with content.

Just as in many cases there are personal channels with an image that differentiates them from the rest, it is also possible to create a serious, professional channel that allows quality content to be disseminated to the target audience. It is a less exploited content and profile than personal accounts but with the same impact on interested users.

In addition, the YouTube channel can complement the website, inserting the videos and providing feedback on both sides as a communication strategy.


Key points of a partnership channel

  • Before anything else, we must first establish what message we want to give to our audience.
  • Knowing the target audience and their tastes and needs is fundamental.
  • There is a large amount of published content, but the most important thing to achieve a good positioning is the quality of the content.
  • Once the content has been published, it must be organised to make it easier for users to browse and search through the channel.
  • The company’s image must not be forgotten, its identity must be present in both its content and its channel. The logo, corporate colours or the visual style of your videos is essential to distinguish yourself from others.
  • The use of keywords in the video titles favours the SEO positioning of the channel and its content.
  • The YouTube platform itself offers tools to improve the image and positioning such as hastaghs, thumbnails, …
  • But, above all, be aware that positioning is not the only important thing, but creating content of interest to our target audience.


ASEAMAC YouTube channel

A reference channel could be that of the machinery and equipment rental association, ASEAMAC, as it meets the requirements set out above.

  • At first glance, one can see the use of corporate colours, the red and white that appear in the header, the logo and the typography of the videos. This creates a sense of seriousness and professionalism.
  • It has internal coherence between its elements to generate branding, i.e. all the videos are named in the same way, with the name of the association, the type of video and the name afterwards.
  • Thumbnails are essential to give a professional look to our channel and continue to generate branding. One of the essential requirements is to maintain the corporate colour, a coherent style among others, that they have the logo; but that they are also personalised for each video so that they can be distinguished at a glance.
  • All the content must be organised so that the user can easily and quickly find what they are looking for. In our case, we group the videos according to subject matter using playlists.
  • In addition, all the videos redirect to the association’s website where the user can find more information, and in the same way, increase the number of visits to the website.
  • But the most important thing is to create interesting and quality content that stands out from the competition.