A short guide for small media outlets to maximise growth on YouTube
After a decade of working with media organisations on YouTube optimisation, I’ve noticed a concerning pattern: small media outlets are leaving millions of potential views on the table. While they produce excellent content daily, their YouTube presence often resembles a digital ghost town. The most frustrating part? They already have everything they need to succeed but don’t know how to use it effectively.
Common mistakes I see every day
The biggest issue I encounter when working with small newsrooms of 5-10 people is that they treat YouTube as an afterthought.
Instead of developing a strategic approach, they simply upload their TV content without any optimisation, proper thumbnails, or platform-specific strategy.
The most damaging mistake is perhaps the lack of consistency in uploading schedules. YouTube’s algorithm favours channels that maintain regular posting schedules, yet many small media outlets upload sporadically, sometimes with weeks between posts. This irregularity kills any momentum they might build with their audience.
Another critical issue is the lack of a dedicated person managing their YouTube presence. Without someone specifically responsible for the platform, videos are often uploaded without proper titles, descriptions, or tags—essential elements for YouTube’s search engine optimisation. The thumbnails are usually automated screenshots of the videos, missing the opportunity to create engaging, click-worthy custom images.
What’s particularly concerning is the complete disregard for analytics. Many small media outlets never check their YouTube Studio dashboard, missing valuable insights about their audience’s preferences and behavior. They’re essentially publishing in the dark, with no idea what works and what doesn’t.
The lack of community engagement is equally problematic. While these same media outlets actively respond to comments on their websites or Facebook pages, their YouTube comments section often remains a one-way street. This absence of interaction prevents them from building a loyal community on the platform.
How to transform your YouTube strategy
The solution starts with a fundamental shift in how small media outlets approach YouTube. The first step is designating a YouTube champion in your newsroom. This person doesn’t need to be a technical expert – they just need to understand the platform’s basics and ensure every video follows optimisation guidelines. They’ll be your guardian of quality and consistency.
Training your entire team is crucial.
Everyone in your newsroom should understand YouTube basics because everyone’s input matters.
This collective understanding creates a culture where YouTube’s success becomes everyone’s responsibility.
Tools and tactics that work
Modern content creation tools have made professional-looking YouTube content more accessible than ever. Canva has revolutionised thumbnail creation with its user-friendly interface and professional templates. You don’t need a graphic designer to create engaging thumbnails anymore – anyone on your team can do it with minimal training.
For video editing and subtitling, tools like Opus.pro have become game-changers for small newsrooms. They allow you to efficiently repurpose your longer content into shorter, more digestible pieces, perfect for today’s fast-paced social media environment.
The real opportunity lies in creating longer, in-depth content alongside short-form videos. While Shorts are perfect for breaking news and quick updates, videos longer than 8 minutes allow you to dive deep into investigations and analysis. This dual approach serves different audience needs and maximizes your YouTube presence.
Mastering YouTube SEO: The basics that matter
Having spent years optimising YouTube content, I’ve learned that keyword placement is crucial for visibility.
Your target keyword needs to appear in your title within the first 60 characters, as this is what YouTube’s algorithm primarily scans when determining video relevance.
Including this same keyword naturally in your description’s first two lines is equally important, as these lines are what users see before clicking “show more.” Your video tags should start with your primary keyword, followed by related variations, helping YouTube understand your content’s context and suggesting it to the right audience.
Remember to include your keyword in the file name before uploading, as YouTube reads this metadata. Most importantly, ensure your keyword matches what your audience is actually searching for by using tools like TubeBuddy or VidIQ to research search volumes and competition levels.
The power of cross-platform content
One of the most overlooked opportunities in small newsrooms is the power of cross-platform content. YouTube Shorts now allow up to 3 minutes of content, opening up exciting possibilities. The same video can be reformatted and used across YouTube Shorts, Instagram Reels, Facebook Reels, and TikTok. This approach maximises your content’s reach while minimising additional production effort.
Engage your audience actively in content creation. Just as Instagram-focused media outlets regularly share user-submitted content, you should encourage your viewers to send in their videos and stories. This not only provides you with unique content but also builds a stronger connection with your community.
The path to success
From my experience as a YouTube SEO expert, consistent implementation of these strategies typically shows measurable results within three months. You’ll start seeing higher engagement rates, growing subscriber numbers, increased watch time, and better visibility in search results.
Remember, you’re already creating great content. You just need to package and present it correctly on YouTube. Assign clear responsibilities, invest in team training, and maintain consistency in your posting schedule. YouTube’s massive audience is waiting to discover your content – you just need to help them find it.Start making these changes today, and in three months, you’ll wonder why you didn’t do it sooner. The platform’s potential for small media outlets is enormous—it’s time to stop leaving it untapped.
