Creating more inclusive YouTube content that matters

 [Informal]

Creating more inclusive YouTube content that matters

Whether you're a digital marketer or a small business owner, YouTube marketing can be valuable for your money when it comes to online marketing. However, the impact of the George Floyd protests and the returned attention to the #blacklivesmatter movement should make us rethink the type of message we are sending. 

Hear me out. Just deliberate on ameliorating systemic racism and inequality in many countries based on race. We know that cultural representation can be blunted or hidden when supported by the norms of a biased and discriminatory community. The issue is that one of my favorite digital marketing platforms, YouTube, is not spared, as hereto we marketers must take note of the changing demands.

One aspect that is at the heart of computer science is algorithms. Algorithms are at the core of machine-based learning that aims to imitate the human learning process and use a combination of calculations to predict the behavior of consumers. The issue is that machine-based learning is based on data we humans have generated, which can be biased to, for instance, a race or sex. Social media platforms such as YouTube use algorithms and impact how YouTube functions, more so that it also repeats this systemic bias.

Marketers that produce work for businesses need to note that applying such patterns can lead to a loss. It is a loss caused by ignoring, excluding, and even harming some segments of society, even though it might be unintentional. It is therefore vital to crafting authentic, inclusive, and diverse content. We need to go deeper than our current market research to grasp the audience's thoughts and needs. Therefore, the focus should be on diversity, namely, demographic factors such as gender, age, and sexual orientation, with the focus always on inclusivity, namely, how the contributions of others are valued, so we can speak directly to our audiences. 

Why does this matter for any marketer?

YouTube marketing is an important tool, especially for a small business that promotes its content on a platform where content goes viral. It's a tool that is often used for learning, documenting events, and influencing others. Removing stereotyping in storytelling and increasing diversity offers more than a moral benefit. It can also prove beneficial to us marketers. Disseminate your material to a wider audience. A proliferation that can lead to more views, but potentially, to increased revenue. Now, I know what you are thinking, who doesn't want better results? All of this by merely using a diverse cast. 

How can we make our YouTube channels more inclusive?

Firstly, we can provide an opportunity for all, especially traditionally underrepresented ones, to be represented in front of and behind the camera. Secondly, we can create greater diversity and inclusivity through the use of equity-driven models. In such models, equality is evaluated on its fairness and equal treatment of everyone.

There are a few questions you can ask to check if your media is meeting these principles of diversity and inclusivity: 

• Ask yourself, can you say that you have looked at multiple perspectives and cultures other than your own?

• Is your work repeating stereotypes, or is it addressing such issues?

• What does your channel tell people about yourself?

• When people view your channel, do they see the diversity of the talent used, including representation in terms of animations and different identities?

• What engagement, as well as support do you provide for other creators?

• Have you reached out to others who are at various career stages?  And do you support other creators from underrepresented backgrounds?

• Are you making an effort to educate yourself on the perspectives of marginalized people?

• When you produce your content, do you aim for a diverse audience, or is your focus narrow, culturally biased content?

• How diverse is your team, especially the behind-the-camera team, in terms of reflecting the demographics?  Or do you only cater to a narrow population?

For more information about how your YouTube content marketing can be more inclusive, thereby reaching a wider market, talk to one of our digital marketers.  Or contact us for help with your YouTube marketing strategy.