A company video channel is where a company concentrates its video content and builds a regular audience. To work, it needs a schedule – that is, several recurring formats, not random videos uploaded once every six months. Videos are organised into playlists by topic and product area, which increases view counts, because one video ending leads into the next. Descriptions and titles should be written to match how people search, because video platforms are search engines in their own right. The channel also has a secondary benefit that companies underestimate: videos can be embedded on the website, sent to customers as answers to frequently asked questions, and used in onboarding. It is precisely this repeated use that makes the investment in video pay off.
See also: Video thumbnail and title, Video chapters, Content repurposing.
