Ep. 20: How to build a YouTube audience - with Trena Little

Updated: Jun 3, 2020

Starting a YouTube channel can feel overwhelming.

In this episode, YouTube Strategist Trena Little, shares the inside scoop on why YouTube is the perfect hub for yoga teachers. She also shares some tips on how to use YouTube to build an engaged community. If you’ve thought about starting a channel, you will definitely want to get a notebook at the ready.

The impact of YouTube for building an engaged community

Trena Little got started before YouTube was popular, and before social media became a ‘thing’. Trena was pregnant with her first child when YouTube came into her life. She wanted to figure it all out for herself, and so she started her own mum channel.

“When I started looking at this content on YouTube, I was like, ‘Holy cow! I see how businesses can use this.” - Trena

Trena feels that people who aren’t on YouTube building their business, are missing the potential of how YouTube can nurture their community online.

“A lot of people don't realize the connection and community that you can make on YouTube with your videos. They're gonna connect so much faster and create such a deeper audience than any other platform, because they feel like they know you. It's like they invite you into their home.” - Trena

As a YouTube Strategist, Trena loves teaching women business owners how to use YouTube to build their yoga audience.

“The hub of your content strategy, to drive more business and in particular, get more people to your yoga channel or to your yoga studio.” - Trena

Why create a YouTube channel as part of your yoga marketing strategy?

Save time - multiply your content

You can use YouTube to re-purpose and re-use your content. For example, by embedding your YouTube video into a blog post, you can have two hits on Google search, rather than one. And this is a big reason why Trena loves to create a polished YouTube video; it acts as the hub of her content.

“It's such a powerful platform to use as your content multiplier.” - Trena

YouTube is a search engine

YouTube is the next largest social media platform after Facebook. In 2019, Facebook is the biggest, with 2.23 monthly active users. YouTube is next in line, with 1.9 billion monthly active users. Yet Facebook has a limitation, where YouTube is winning...

“How are people going to find you, unless a video is shared, or they go to your (Facebook) page?” - Trena

Trena’s point is very important - Facebook is not a search engine, and so despite being mighty, it is not as powerful.

“YouTube is a search engine. And super bonus, it is owned by Google.” - Trena

The fact that Google owns YouTube could be reason alone to take video making seriously!

“The way Google likes to put results on their search is by putting the most valuable content at the top, and to Google, video is king.” - Trena

We often favor video content over blogs, as we like consumable, snackable content. As YouTube is a search engine, Google will place YouTube videos at the top of video searches. This provides an additional way that your content can be surfaced, when someone uses organic search.

YouTube can build an audience who LOVE what you do

Kevin Kelly’s article 1,000 True Fans, explains the art in the business of gaining subscribers and followers who love everything you do. The idea is that you don’t need to have large and lofty goals when it comes to becoming successful.

To be a successful creator you don’t need millions. You don’t need millions of dollars or millions of customers, millions of clients or millions of fans. To make a living as a craftsperson, photographer, musician, designer, author, animator, app maker, entrepreneur, or inventor you need only thousands of true fans.” - Kevin Kelly

Trena shares the idea that YouTube is the perfect platform to attract and nurture these hardcore fans who will keep your business alive.

“We’re in the business of making money. And with 1000 true followers, that's what's going to keep your business going. Those are the people that are going to show up, the people that are gonna buy, those are the people that are going to refer you.” - Trena

But yoga has been done on YouTube already (you say!)

If you create specific content that your audience are looking for, your content will surface for that particular topic.

“If you can really nail in on your target audience and understand them, you can create a specific video content they are looking for. So whether you think your audience are on YouTube or not, your audience is probably going to use Google search. When they do, they could potentially find your YouTube content at the top of Google.” - Trena

Another reason why ‘It’s not all been done already’, is that you haven’t arrived at the party yet!

Remember, there is space for everyone, and you will always have something unique to bring to the yoga mat of the world. To read or listen into a longer episode about your unique value, revisit Ep. 18: Why collaboration is important - with Amanda Kingsmith.

YouTube can help show who you stand for

It’s super important to understand who you serve, and to display this clearly on YouTube. When done well, the viewers will instantly know who your channel is for, and it can help attract your niche.