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YouTube Marketing: A Guide to Running a Successful Corporate YouTube Channel (2025)

YouTube is the second largest search engine in Korea after Naver.

According to OpenSurvey’s ‘Social Media & Search Portal Trend Report 2022’, YouTube ranks as the second most popular platform service in Korea, following Naver.

More than just a frequently used service, the number of users leveraging YouTube as an information search channel is on the rise. According to Nasmedia's ‘2021 Internet User Survey', YouTube serves as the second most popular information search platform in Korea, right after Naver.

Moreover, YouTube's consumer insights reveal that 90% of users discover new brands or products through the platform. This makes YouTube a crucial channel for promoting our brand and reaching new customers.

Have you searched for our company name? What comes up?

Try entering our company’s brand, product names, and related keywords into YouTube. Which videos appear first? Is our company ready to meet customers who are discovering new brands through YouTube?

Why Is It Challenging to Run a Corporate YouTube Channel?

Many companies have ventured into running their own YouTube channels to build their channel strength. However, more failure stories are shared than success stories when it comes to corporate YouTube channels. So, why is that?

First, setting the wrong goals.

Companies that fail at running YouTube channels often set subscriber numbers or view counts as the KPI for their YouTube efforts. But what is the purpose of running a YouTube channel for your company? Is it to increase subscriber numbers or views to generate ad revenue? The most important thing might be having a channel that frequently reaches our potential customers, right?

Second, failing to continuously generate content ideas.

These days, YouTube content from professional studios is gaining popularity. Many channels have tried to follow the success stories of these large YouTube channels without a long-term content strategy. However, most of them stop uploading after a few attempts. Finding new ideas is challenging, and the effort required for planning, shooting, and editing becomes overwhelming.

Third, excessively allocating time and manpower for video production.

For example, if your goal is to upload a 5-minute video on YouTube, you need at least 10-15 hours just for editing. Considering all the time required for planning, casting, and actual shooting, even if there is a dedicated person for this task, producing one video per week is no easy feat.

Fourth, not considering the risk of creator attrition.

This is a problem when running a corporate YouTube channel where a specific employee is featured as a creator. While their growing popularity can positively impact our company's publicity, if that creator suddenly leaves, the very existence of the corporate YouTube channel could be at risk.

Establish a YouTube Channel Process That Fits Your Business.

The most important virtue in managing a YouTube channel is consistency. Yes, it's the hardest thing to achieve. However, with a clear YouTube strategy and a production process that allows for consistent management, running a YouTube channel can become a core part of your business operations.

1) Developing a YouTube Strategy

Clarifying the Purpose of YouTube Operations

To avoid repeating the failures of other corporate YouTube channels, it is crucial to clearly define your YouTube operation goals. When we think of YouTube, subscriber numbers or view counts might come to mind first, but these are important conditions for monetization, not KPIs from a content marketing perspective. YouTube channel management should be treated as part of a long-term content marketing strategy. The goal for a corporate YouTube should be to secure channel influence through owned media.

Establishing Shareable KPIs Within the Company (Including Distribution Frequency)

So, what specific KPIs can you set? Let me show you a real-life example.

When you search "Flower Festival" on YouTube, KBS News appears at the top, but it's important to note the Kimhae Flower Festival content in the third position. This account only has 10 subscribers but is prominently displayed at the top. (As of May 2022) In terms of Google search, this is akin to being highly ranked on the SERP (Search Engine Results Page; the screen immediately shown after entering a search query).

Shall we look at one more example? When searching for "Mapo-gu Real Estate," a channel with 5,000 subscribers appears higher than Zigbang TV, which has 450,000 subscribers. This indicates that factors more important than views or subscribers exist, and smaller channels can still achieve high rankings.

How can our company set KPIs that motivate us to consistently engage with our YouTube channel? We recommend focusing on keyword exposure rankings. By tracking these rankings weekly, you can naturally establish the frequency of content distribution (distribution cycle) as a KPI to improve and maintain your rankings.

Managing keyword exposure rankings typically involves using specialized SEO tools. The screen above shows how you can register keywords and view their weekly Google exposure rankings using an SEO tool called Semrush. However, since there is no third-party service supporting Korean search for YouTube rankings yet, you can simply organize this with Excel. We’ve shared a Google Excel sheet that you can use as a YouTube keyword tracker, so feel free to make a copy and use it.

When it comes to YouTube SEO, the most crucial principle is consistent posting. Even if you accidentally achieve high rankings, maintaining them requires continuous new posts. Therefore, the frequency of content distribution can be an excellent KPI to manage consistency. Of course, a good content strategy is necessary to avoid producing spammy content that YouTube might not favor.

Finding an Endless Well (Content Discovery)

If we're not setting short-term goals and expecting views or a jackpot, we can be more cautious in our content selection. This allows us to choose topics that we can consistently produce with our capabilities, rather than sensational or purely entertaining content. Most companies' failures start with a depletion of topics, so finding sustainable content is crucial for achieving goals.

What's the best way to discover topics? The most common approach is to visualize the knowledge we have about our work and offer it as informative content. It aligns with our customers' interests, guarantees consistent reactions, and becomes a growing seed of powerful content. The most important thing is that finding topics from our work is like an inexhaustible spring. It's simply transforming the documents that were gathering dust in the cabinet into YouTube content.

Another good method to find topics is to follow a storytelling logic tree to identify content our company can continuously publish. Although this logic tree is designed with advertising videos in mind, it's a great comprehensive methodology for finding topics. You can also access the above storytelling logic tree for free through this link.

Creating a Keyword Roadmap

In fact, finding sustainable topics should go hand in hand with keyword discovery. Even if we have topics we can continuously publish, if they don't connect with keywords that our potential customers might search for on YouTube, the efficiency drops. Of course, there is significant value in just building a repository of quality content.

In SEO, there's a concept known as keyword difficulty. It means that if competitors have already firmly established their position at the top, it's quite challenging for a newcomer to claim a spot. Therefore, when planning a keyword roadmap, it's wise to start with niche keywords. Even if the search volume is low, these keywords have less competition, allowing you to quickly climb the ranks. Once you start ranking high for niche keywords, organic traffic to your channel increases, naturally boosting your channel's strength. This gives you the power to compete for main keywords later on. While there's no golden rule in marketing, content marketing is especially unpredictable, and YouTube SEO only survives with straightforward strategies.

2) Establishing a Consistent YouTube Video Production/Distribution Process

Planning Content Formats Without Filming

To maintain consistency, it's crucial to establish a format that can be consistently executed with our resources. As we've seen, appointing one employee as the main face has risks of creator turnover. However, the biggest challenge with videos requiring filming is the significant effort needed for filming and editing.

As an alternative, there are 'faceless YouTubers' and 'knowledge videos.'

This is the kind of video we're talking about. Without the burden of filming, videos can be created much more efficiently, and the response to the content is notably positive, thanks to its quality. Taking it a step further, some use AI voices or AI humans. This means instead of burdening a specific employee, you can create a content format that collaborates as part of the company's work.

Let's remember that our goal from the start isn't to create studio-quality blockbuster content, but rather to produce consistent, decent quality content (the kind that YouTube doesn't dislike) that can be regularly exposed. That's why this format is ideal for consistently running a corporate YouTube channel.

Considering YouTube SEO Standards

Once you've created content, elements like how you design the thumbnail or title when posting on YouTube directly affect your search ranking. These factors come together and are analyzed by YouTube's complex ranking algorithm, which determines your exposure ranking. No one truly knows how YouTube ranks content, but based on known factors, we can guess which aspects require more attention.

There are four major known YouTube ranking factors: watch time, comments, subscriptions after watching, and total watch time. Looking at these four factors, it's clear that YouTube intends to reward high-quality channels with higher scores. The 'subscriptions after watching' factor is likely to carry significant weight. That's why many YouTubers use an outro template that says, 'If you enjoyed this video, please subscribe, like, and set up notifications.' (You might wonder if this actually works, but experiments conducted by YouTube have shown that videos that prompt viewers to take action after exposure perform more than twice as well as those that don't.)

So, what should we do to satisfy these ranking factors? First and foremost, regular uploads. Although not officially confirmed, many users' tests recommend posting '1-2 times a week.' After uploading a video on YouTube, you see a detailed information screen. Each element plays a very important role in SEO.

However, we often find ourselves exhausted from creating videos and end up hastily filling in content without much thought. While the title is crucial for search responses, how you fill out the description is equally important. If you summarize everything, viewers might leave without watching the actual content, but if you put nothing, you miss a key search element. It's best to summarize just enough to pique the audience's curiosity. Also, using timestamps to encourage easy engagement from viewers is essential. Simply put the time in the description, leave a space, and then add the title.

Have you ever thought about clicking 'See More' below? There lies a menu where you can set tags, categories, and more. If you have words like 'YouTube' or 'YouTube' with different spellings or typos, make sure to include them as tags for better searchability. Defining a clear category also increases the chances of being exposed to our potential customers.

Sounds complicated, right? That's why we need tools that can boost our productivity. With Videostew's YouTube One-Click Distribution, it automatically takes care of essential YouTube SEO elements like thumbnails, titles, and descriptions. This aligns perfectly with the YouTube channel operation strategies we've discussed, maximizing efficiency.

Enhancing Reusability with Templates

Ultimately, if you simplify the YouTube format, it boils down to 'Opening - Content - Outro'. The opening features a short, flashy video that reveals the identity of our channel, followed by the actual content, and concludes with 'Subscribe/Like/Set Notifications'. Nowadays, the 'Highlight - Opening - Content - Outro' method, which gives a sneak peek of the most entertaining part during the content, is also widely used.

Think about it as part of running a corporate YouTube channel: once you've nailed down an opening and outro template, you won't need to change them, and all that's left is to create content based on the themes you've identified. Using Videostew, the reusability of such content is incredibly high.

Check out our post Create YouTube Shorts in Just 5 Minutes for a detailed guide.

For Successful YouTube Management, Think Videostew

1:1 Custom Consulting

Starting something new in a company that wasn't done before is a significant challenge. Integrating it into the company's processes is an even bigger task. Videostew understands this well, which is why we offer a variety of methods for a smooth landing. From creating customized templates for clients to imparting techniques on how to transform your existing 'knowledge' into videos that adhere to video grammar, we've got you covered.

We continuously assist until the video production process becomes a routine part of your company's operations. Curious about Videostew? You can book a consultation session through this calendar.

Oh, and don't miss our weekly online class every Thursday evening to learn the basics of using Videostew!

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