• How to create a YouTube channel

YouTube, the Google-owned video network, boasts over a billion users — almost one-third of all people on the Internet — and every day people watch hundreds of millions of hours on YouTube and generate billions of views. On mobile alone, YouTube reaches more 18-34 and 18-49 year-olds than any cable network in the U.S.

What’s amazing, though, is that only 9% of small businesses in the U.S. are actively using YouTube, and my hunch is that figure would be pretty accurate worldwide, too.

So why aren’t businesses investing in YouTube as part of our social media strategy?

In short, because video is harder to produce than a blog post or an image.

Or at least that’s the perception many of us have.

In reality, though, video is becoming much easier and cheaper to create. This means there’s a huge opportunity for your business on YouTube.

If you’ve been debating getting started on YouTube or have maybe experimented a little and not yet found your feet, this post is for you. Throughout this post we’ll dive into:

• The basics of getting your account set up
• How to create a YouTube channel
• How to create the perfect channel art
• Top tips for optimizing your channel.

Ready to start? Let’s go.

How to create a YouTube channel

Creating a YouTube channel using your Google account

If you have a Google account, you can watch, share and comment on YouTube content. However, Google accounts don’t automatically create YouTube channels. Getting a new channel set up is a simple and quick process, though.

1. Go to YouTube and sign in

Head over to YouTube.com and click ‘sign in’ in the top right corner of the page:

Then log in using the Google account you’d like your channel to be associated with:

2. Head over to your YouTube settings

In the top right corner of the screen, click on your profile icon and then click "Create a channel."

3. Create your channel

Next, you’ll have the option to create a personal channel or a create a channel using a business or other name. For this example, we’ll choose the "Use custom name" option, which is recommended for small businesses and brands:

Next, you'll name your channel.

Note: As you'll see from the settings at this step, creating a new channel name will also create a new Google account with its own settings and YouTube history. This account nests within your main Google account and can be fully managed from the Google settings.How to create a YouTube channel It's quite useful as you can use this new account to like and comment on other YouTube videos and participate in YouTube as your brand.

After this step, you'll have the chance to further customize your channel. You'll see options for:

• Uploading a profile picture
• Adding a description of your channel
• Adding links to your sites – this can include custom links to a website or blog as well as social links to Instagram or Twitter
• How to create a YouTube channel

Congratulations! You’ve just created a new YouTube channel! 🎉

Next, let’s fill out all the information and create some channel art to get your page looking awesome (click here to jump to the next section).

How to create a YouTube channel if you don’t already have a Google account

If you don’t already have a Google account set up, you’ll need to create one before you get started on YouTube. How to create a YouTube channel To do this, simply follow the below steps:

1. Head to YouTube.com
2. Click ‘Sign In’
3. Now, choose the option to create a Google account
4. Follow the steps to create your Google account

Now, you’re all set up with a Google account and can follow the above steps to create a YouTube channel.

How to create YouTube channel art

YouTube channel art is essentially YouTube’s version of the Facebook cover photo. Channel art features in a prominent place on your YouTube channel, which means it’s absolutely vital for any YouTube channel to use customized art to share your personality or more about your brand with your audience. How to create a YouTube channel

Gary is well-known for his public speaking at conferences and for sharing all he knows about marketing and building businesses with his audience. This is reflected in his cover photo, which displays Gary in mid-flow giving a presentation. How to create a YouTube channel The channel art also serves as a promotion tool for The Gary Vee Video Experience and reinforces the cadence of new videos on Mondays through Fridays.

Here are a couple other examples for inspiration:

The Cut uses its channel art to advocate for Black Lives Matter.

Khan Academy uses its channel art to reinforce its brand, mentioning its tagline and showing off some of the fun characters and brand design.How to create a YouTube channel

Ok, now that you have some options in mind for what your channel art could be, here is what you need to know to create your optimal YouTube channel art ...

The perfect sizes for YouTube channel art

The best place to start with your channel art is with an optimal image size that works across multiple devices. For the best results, YouTube recommends uploading a single 2560 x 1440 pixel image.

• Minimum width: 2048 X 1152 px. This is the “safe area”, where text and logos are guaranteed not to be cut off when displayed on different devices.
• Maximum width: 2560 X 423 px. This means that the “safe area” is always visible; the areas to each side of the channel art are visible depending on the viewer’s browser size.
• File size: 6MB or smaller recommended.

It's interesting to note that YouTube is available on a ton of different devices – from as small as an iPhone to as large as a 60-inch TV. On TVs, the channel art appears in the background, behind the content on your YouTube channel. How to create a YouTube channel .On desktop and mobile devices, it appears as a banner across the top.

Tools and tips for creating YouTube channel art

In the past, YouTube has supplied a Channel Art Template to help you figure out the perfect layout for your channel art and how it’ll look across platforms. Here's a preview of the template:

You can absolutely use the ideal dimensions that we mentioned above in order to create your channel art from scratch using a tool like Figma or Photoshop.

Nowadays, the easiest way to get up and running with your channel art is to hop into a free image creator like Canva or Adobe Spark. These tools have ready-to-go YouTube templates you can quickly customize to your liking.

Here is an example of a channel art template within Canva:

2 top tips for YouTube channel art

1. Ensure any text and logos are within the "safe" area

The text and logo safe area is the 1546 x 423 pixel space at the center of the YouTube channel art template (see the template above). This is the area that will be displayed on YouTube when your channel is viewed on desktop screens.

Traditionally, the parts outside the safe area run the risk of being covered or illegible because of overlaid social links or profile pictures.

Be careful to ensure any important information such as branding, text, taglines, and key images are within the safe space so that they're always displayed as part of your channel art across every device. How to create a YouTube channel

2. Consider your channel links

YouTube enables you to add links to your channel and these are displayed in the bottom right corner, overlaid on top of your channel art. For example, check the bottom right of the channel art below:

When creating your channel art, it’s important to think about the space these links take up and ensure you don’t have anything important (such as logos) occupying that space within your design.

How to add art to your YouTube channel

If you’re just setting up your YouTube channel, you’ll notice the channel art space (along with the rest of your channel). To add art to your YouTube channel as well as make any other customizations, click the Customize Channel button in the top right.

There should be a blue button in the center to "Add channel art."

After this, you'll see a popup window that gives you the option to upload your own custom channel art. If you’d like to, you can also choose to use one of YouTube’s templates from the “Gallery” or choose to upload one of your photos from Google.

Adjusting the crop

Once you’ve uploaded your channel art, YouTube will show you a preview of how it looks on TV, desktop, and mobile.

At this point, you may want to adjust the cropping of your image so that you can ensure it’s all lined up correctly. The cropping tool can be accessed by clicking on "Adjust the crop." How to create a YouTube channel

This crop screen is very handy for checking how your design will look on various platforms. The clear section in the middle of the grid shows you the content that will be displayed on mobile and desktop and the rest of the image shows the image that will be displayed on TVs.

Once you’re happy with the way your cover art looks, click “Select” and your channel art will be added to your channel and saved. How to create a YouTube channel

Changing your current channel art

If you already have some channel art in place and would like to update it, head over to your channel homepage. From here, move your mouse over your cover art and you’ll notice a little edit button appear in the top right-hand corner:

Your channel icon should be 800 x 800 pixels and one of the following formats: JPG, GIF, BMP or PNG file (no animated GIFs). How to create a YouTube channel

To update your channel icon, head to your channel homepage and hover over your current channel icon until you see the edit icon appear. Click on that icon and you’ll be able to upload a new profile icon.

5 ways to enhance your channel

1. Optimize your description

YouTube gives you a space on your channel to write a little about your brand and the content you share on YouTube. The description is limited to 1,000 characters, so you have a little room to be creative here.

The copy in your channel description won’t just appear on your channel page. How to create a YouTube channel. It’s indexed by search engines and can also be featured across YouTube in suggested channel categories and search results. A good tactic is to include some relevant keywords and CTAs within the opening lines of your description.

And be especially mindful of the first 100-150 characters. Depending on where the description appears, the remaining text could be truncated.

Here's an example of a great YouTube channel description from Vox:

2. Add links to your channel

We briefly mentioned channel links earlier in this post. You can have up to five links appear in your channel's banner. The first link will appear expanded (see screenshot below), and the remaining links will show up as icons.

I’d love to share with you how to add these links in four super-quick steps:

1. Click the "Customize Channel" button on your channel's homepage.

2. Then click on the gear icon in the upper-right corner, just beneath your cover art.

3. You’ll see a Channel Settings lightbox appear. Here you need to toggle on the option labeled “Customize the layout of your channel”:

3. Now that you’ve enabled customizations on your channel, pop back to your channel homepage and you’ll now see the option to “Edit Links” under the settings menu on your cover art.

4. Click the “Edit Links” option and you’ll then be taken to the “About” section of your channel. Here you’ll have the option to add links and choose how many are displayed over your cover art:

3. Add a channel trailer

As soon as visitors land on your channel, you want to give them a picture of the type of content your channel covers and why they’ll want to subscribe and check out your videos. A channel trailer is the perfect way to do this.

A short, to-the-point channel trailer can be a great way to introduce people to your content. A channel trailer should grab attention as soon as it starts and also represent the type of content you create on YouTube.

It’s also important to think about the description you add to this video as it features prominently on your channel homepage.

(These trailers only appear for people who are not yet subscribed to your channel.)

Here is a look at where this trailer appears on your channel homepage. Note how the video is at left and the title and description appear to the right? That's a lot of prime real estate!

4. Add your contact details (email address)

If you’re using YouTube as a business or a creator, it can be great to have your contact details on hand for anyone who is interested in your work. YouTube has a section on each channel profile for you to list your contact details for business inquiries.

This can be found under the “About” section of your channel. To find it, go to your channel homepage, click “About” from the navigation and then scroll down to “Details.” Here you’ll see the option to share your email address

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How to set up a YouTube channel

These guides break down the process by which you can set up a YouTube channel for your small business. Each examines an important element of creating and optimizing your YouTube channel.

1. Signing up for a business YouTube account
2. Custom
3. YouTube tips and tricks
4. izing your YouTube profile
5. Interacting with others on YouTube
6. Verifying your channel
7. YouTube Live
8. Trending videos on YouTube
9. YouTubers and influencers
10. Advertising on YouTube
11. YouTube Partner Program
12. YouTube Premium

Signing up for a business YouTube account

Most social media networks require you to set up an account before you can view content. That's not the case with YouTube; you can view content without a YouTube account. However, an account is required for your company to upload videos and engage with other users. Membership is also required to view videos flagged as adult content.

Follow these steps to create your business YouTube account:

1. Sign in to your company's Google account. 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.
2. Once signed in, visit YouTube's homepage. Double-check that you're signed in to the appropriate business account instead of your personal YouTube account.
3. Click on your Google account's avatar. You'll find this in the top right corner. It's a small circle containing your picture (or your company's logo if you've set that as your email address's picture).
4. Click on "Your channel." This option will appear in the dropdown menu that displays when you click your avatar. It's the top option in the first batch of icons.
5. Choose "use a 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.
6. Click "Create." Then, voila! You have a business YouTube account.

Once you've taken these steps, return to the YouTube homepage. In the top left corner of the page, there is a dropdown menu with quite a few options. There are links for the homepage, trending videos, your library and your subscriptions. Your library lets you organize which videos you've watched, liked and saved for later. Under your subscriptions, you can see all the channels you're subscribed to and receive notifications when they've uploaded new content.

In the top right corner of the page, there are four buttons. The one closest to the center, which is an icon of a video camera, directs you to the page where you upload a video. The middle icon, a square comprising nine smaller squares, is for YouTube apps. The next one, the bubble icon, will take you to messages. The next button is an icon of a bell, and it notifies you of your account activity, such as a new like or comment. The one closest to the right side, which is an icon of your profile picture, will direct you to your account information pulled from Google. 

Key takeaway: You can create a YouTube channel for your business to begin uploading video content that your audience can view, like, comment on and subscribe to.

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Customizing your YouTube profile

Once you've signed up for YouTube, you'll need to customize your profile with your business's information. Every user is assigned a channel according to their username, and you'll be given a specific URL so other people can find your channel through a direct link – but you'll need to do more than the basics to stand out from the competition.

 How to set up a YouTube channel

Take these steps to customize your channel:

1. Add channel art.

YouTube channel art is similar to a Facebook or Twitter banner. This header is a great place to add your business's logo and tagline.

Your profile photo (also known as a channel icon) and channel art should represent your brand clearly through high-quality photos. If you don't upload a photo or art, YouTube will fill in generic images for both. However, your profile photo is pulled directly from your Google account and must be uploaded through Google, not YouTube. It will take a few minutes to sync your Google profile photo to your YouTube account.

These are the ideal dimensions for YouTube channel art files:

• Channel icon: 800 x 800 pixels (displays as 98 x 98)
• Channel banner: 2560 x 1440 pixels, though for mobile and web use, the "safe" dimensions are 1546 x 423 pixels.

Given the large size of these files, it's important to use high-resolution images for your channel icon and banner. You'll best understand whether your channel icon and banner will look good on your page if you spend ample time toying with YouTube's preview and cropping tools. Don't be afraid to use this tool several times to perfect your images. If your page looks subpar, visitors will be less likely to stick around and explore your content.

How to set up a YouTube channel

2. Fill in your business info.

It's important to share information about your business, its services and so on. You can do this in the About section of your YouTube account while adding your website as well as your company's tagline.

Start with your About section's channel description. Keep it short and sweet: You just need a concise mission statement with at most three links and a minor call to action. Then, scroll down to the "email for business inquiries" box and put the appropriate email address there.

Finally, you'll encounter the Links section. There, you can add whatever links you want: your business website, your other social media pages and any other webpages to which you want to direct your viewers. You can include as many as five links and up to 30 characters of customized hyperlink text for each. The more links you have, the higher your chances of driving traffic to your business website and engaging your YouTube viewers.How to set up a YouTube channel

As you write the copy for your channel description and links, you should use keywords to increase your visibility in YouTube searches. We'll discuss that in more depth later.

3. Create a channel trailer.

While optional, a channel trailer – a brief video that introduces viewers to the content they'll find on your YouTube channel – 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.

Key takeaway: You should completely fill out and customize your YouTube channel to stand out on the platform.

Interacting with others on YouTube

There are several ways to interact with other YouTube users.How to set up a YouTube channel

• Comments: Comments can be organized by most popular or newest. You can boost your video's engagement traffic by responding to users who comment on your videos.
• Likes: This is a more passive form of interacting with content. However, if you've chosen to show your likes publicly on your channel, these videos will appear under the playlists section on your channel.
• Subscriptions: The best way for users to stay up to date with your brand's content is to subscribe. 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. Many popular YouTubers incorporate reminders to subscribe at the beginning and/or end of their videos.
• Playlists: You can organize related content together using the site's playlist feature. If you choose to publicize your playlists, they will appear on your channel's page below your uploaded content. You can also organize other users' content with a playlist. For instance, if you run a marketing agency, you could compile a client's videos into one big list. Otherwise, this is another way to organize your own content on your channel.
• 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:You can also share private videos and messages with friends and contacts on YouTube.

Key takeaway: Engagement begets engagement, so stay active and interact with others on the platform to drive engagement with your own audience.How to set up a YouTube channel

Verifying your YouTube channel

How will you know if a channel is verified or not? There will be 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, interested businesses can contact Google directly to inquire about verification.

YouTube Live

Similar to Facebook Live, YouTube has its own livestreaming feature. Broadcasts are usually oriented around news or sports. YouTube Live isn't as important as the site's standard video format, because it's not as widely known, and your account must be verified to conduct a livestream.

If you choose to do a livestream, there are four ways to go about it. 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. How to set up a YouTube channel

Trending videos on YouTube

Trending videos are videos that 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.

Trends reflect popular culture, one-off viral hits and current events. The site also features users tagged with a blue Creator on the Rise, Gaming Creator on the Rise, or Artist on the Rise badge next to their channel names on the Trending Videos page. These channels are showcased for 24 hours. To make the cut, your channel must have more than 1,000 subscribers, and users can only be chosen once.

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. However, silly commercials, like those on the Super Bowl, have trended on YouTube shortly following their television debut, and you might not want your videos to have that kind of tone. It's perfectly fine, even wise, to focus on appealing to your niche audience instead.

Key takeaway: 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.

YouTubers and influencers

You might have heard about YouTubers, or video content creators solely based on YouTube. These are essentially personalities, such as those on television talk shows or reality shows, with their own unique channels.

How to set up a YouTube channel

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. For instance, makeup companies often send popular beauty vloggers their products so they can make videos applying the makeup. Some creators upload haul videos where they review several products at once.

If your business has a service or physical product that fits a certain YouTuber's niche, it's worth reaching out to see what their rates are and if they'd be willing to feature you in a video.

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

Advertising on YouTube

There are a few ways to advertise on YouTube, as users reap the benefits of the site's free service. 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 four video ad options, including TrueView in-stream ads, which play before, during or after other videos. After five seconds, users can skip the ad. You'll only be charged for the ad when a viewer watches 30 seconds of the ad or interacts with it in some way.

There are also discovery ads, which appear when a user is searching or browsing content on YouTube or across the web. These clips aren't limited to 30 seconds; they can be as short or long as you wish. You'll be charged every time someone clicks on the ad to watch the full video.

Bumper ads are six seconds or less, and users can't skip these. These ads also appear before, during or after another video. Outstream ads play only on mobile devices, showing up on partner websites and within apps. You'll be charged for these ads based on cost per thousand impressions, or vCPM.

How to set up a YouTube channel

You can monetize your content with the YouTube Partner Program. You earn money from advertisements on your videos and when YouTube Premium subscribers watch your videos. You're eligible for the program once your channel reaches 4,000 watch hours in the previous 12 months and 1,000 subscribers.

You can check your watch time and subscribers under YouTube Analytics on your dashboard. While it may be difficult to reach these requirements, the program allows you to make money on videos you plan to create anyway.

YouTube Premium

YouTube Premium (formerly YouTube Red) is a subscription service, starting at $11.99 a month, that allows users to stream video content and music without advertisements at the beginning of videos. It also lets you download videos to watch offline.

Although you don't need a premium subscription to operate YouTube for your business, it's good to know the latest news about the site to familiarize yourself with it. 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.

YouTube tips and tricks

Now that you understand how to use YouTube, here are a few tips to use the site to your brand's advantage.

1. Encourage viewers to subscribe. 

Subscribing is the best way for your audience to know whenever you've uploaded a video, created a new playlist and more. It also gives you an estimated figure as to how many people will eventually view your video.

2. Share videos on other social media platforms. 

Link back to your videos whenever possible on your website and other social media networks. Don't stop at direct video links, though. Link back to your channel so your audience can see what it looks like and have the chance to subscribe.

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3. Use relevant keywords in a video's title, tags and description.

Experiment with different titles and descriptions. Selecting relevant keywords to increase hits is a common SEO strategy for marketers on any social networking site. It helps audiences find content that interests them. A quick exercise would be to watch one of your company's videos from the beginning and then create a list of relevant words and phrases as you watch. You should also be realistic about which keywords you use, though.

4. Engage with similar content uploaded by other users. 

Like and comment on videos uploaded by other users. Not only might those users stumble upon your videos and channel, but anyone else who sees that comment or like might as well. Do this with videos that have a similar topic, interest or theme as yours to attract new viewers.

5. Display content uploaded by other users.

In addition to liking and commenting on other users' videos, you can highlight featured channels and your liked videos on your own account. In doing so, you show that you're active in your industry's YouTube community and direct traffic – a much-needed internet commodity – to other YouTube users in your realm. Be sure to highlight videos that are relevant to your viewer base and not uploads from your direct competitors.

6. Curate playlists.

If any of your videos follow a consistent theme, organize them together. Perhaps you upload a video every Friday morning; you could compile all those videos into a "Friday series" playlist. Your playlists will appear on your channel's page, right below your uploaded videos. 

7. Upload content regularly.

Especially if you've developed a decent pool of subscribers, viewers will be counting on you to create, edit and upload new content. This adds relevance to your brand. This also applies to any other website where users can follow and engage with your content.

8. Use clickable links to reference other content.

At the end of videos, you'll notice many videos reference previous, relevant or even newer content with a clickable link inside the video. You can add these while editing your video in the site's video manager. This feature can also link to any pages or sites your video covers.

9. Work with top content creators to place products.

Popular YouTubers, especially those with frequently trending content, have hundreds of thousands to millions of subscribers constantly watching their channel. It could be a great business opportunity to reach out to them as a potential sponsor. Many YouTube personalities place products in their videos, which gives a specific brand a larger audience than usual.

10. Use YouTube stories. 

YouTube recently created YouTube stories, which are similar to Snapchat or Instagram stories. A story is a collection of short videos that can remain visible for a day or until they're deleted. Google is now testing Al to swap backgrounds in stories, running a beta version of it with some content creators.

11. Run a contest. 

Running or promoting a contest on YouTube is an easy way to get people to watch and engage with your content. However, before you post a contest, read YouTube's rules and guidelines.

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