In 2010, Mimi Ikonn co-founded Luxy Hair, a line of hair extensions and accessories, and grew the brand’s YouTube channel to reach over three million subscribers. She later sold the multimillion-dollar company and launched Intelligent Change. Again she found success, selling more than two million copies of the company’s Five Minute Journal.
Mimi’s success as a serial entrepreneur can largely be attributed to a YouTube strategy that has allowed her to build communities online. After using YouTube for business for more than a decade, Mimi has perfected her growth formula for creating a successful channel.
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The blueprint for a winning YouTube strategy
Mimi knows firsthand how powerful a YouTube community can be when it comes to building a business. Ahead, she shares six key tips to help you grow your brand on YouTube.
1. Focus on your interests
“It’s never too late to start a YouTube channel, as long as it’s a topic you’re really interested in,” Mimi says. Even if somebody already has a channel like yours, you can differentiate with your own unique perspective and unique experiences.
When it comes to launching and growing a YouTube channel, you’ll want to focus on topics you’re passionate about to avoid burnout. It will also inspire you to keep going, and motivate you when your subscriber growth is slow or stagnant. “It’s about enjoying what you’re doing, because that will resonate with the audience,” Mimi says. If you get bored of the content, your viewers will probably feel the same way.
2. Keep it simple and clear
“If you can simplify your topic, people will watch and engage [more],” Mimi says. For Luxy Hair’s YouTube channel, Mimi documented her own journey as she learned how to use different styling tools and hair accessories. She broke content up into small segments so viewers could replicate the techniques themselves. Incorporating a clear beginning, middle, and end will make it easier for viewers to watch and help you grow your channel over time.
3. Build trust
“Building trust with your audience is extremely important,” Mimi explains. One of the best ways to do this is through a consistent posting schedule. If you can share videos regularly, then people will know when to return to your channel or look out for new content.
Creating authentic content will give your audience the confidence and security they need to subscribe. Having genuine excitement in your videos will highlight your conviction and give viewers faith in your ability to provide value and expertise.
4. Have fun with it
If you’re going to grow on YouTube, you also have to engage on the platform as a user. Choose to grow your channel because you genuinely like YouTube as a social media platform. If you spend all day scrolling on Instagram, chances are you should be trying to grow your business there instead. “If you don’t like the platform it will be difficult to put in long-term, consistent effort,” Mimi explains.
5. Mix up your content (length)
Mimi loves long-form videos because they allow her to go deeper into a topic. But it’s important to experiment with different lengths and formats. “You can repurpose the [long form] content into smaller videos for YouTube Shorts,” Mimi says.
Since the algorithm on YouTube is constantly changing, mix up the length of your videos to connect with different audiences. If you normally post a full 20-minute video to your channel, try slicing it up and sharing shorter versions along with the full-length video. Different content styles will attract different audiences.
6. Learn from other creators
Look out for trends that resonate with you and your industry. “Watch other creators and see what works for them. Don’t copy [them] but do similar things with your own content that you put out,” Mimi says.
It’s OK to learn from other successful channels, but remember to make it your own. Add a personal touch or incorporate an idea you saw used in a different genre or industry to make your content unique.
Establishing a large YouTube channel won’t happen overnight. Mimi’s tips will help you to start cultivating a dedicated audience that will fuel your growth.
Tune in to the full Shopify Masters episode to discover Mimi’s tips for converting subscribers into customers and launching one successful business after another.