In 2010, Mimi Ikonn co-founded Luxurious hair, a line of hair extensions and accessories, and grew the brand’s YouTube channel to more than three million subscribers. She then sold the multi-million dollar company and launched Smart change. She found success again, selling more than two million copies of the company’s Five Minute Journal.
Mimi’s success as a serial entrepreneur can be largely attributed to a YouTube strategy that allowed her to build online communities. After using YouTube professionally for over a decade, Mimi has perfected her growth formula to create a successful channel.
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The model for a winning YouTube strategy
Mimi knows 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 that really interests you,” says Mimi. Even if someone already has a channel like yours, you can differentiate yourself with your own unique perspective and experiences.
When it comes to starting and growing a YouTube channel, you need to focus on topics you’re passionate about to avoid burnout. It will also keep you going and motivate you when your subscription growth is slow or stagnant. “It’s about enjoying what you do because it will resonate with the audience,” says Mimi. If you’re bored of the content, your viewers will likely feel the same way.
2. Keep it simple and clear
“If you can simplify your topic, people will watch and engage [more]” says Mimi. For the Luxy Hair YouTube channel, Mimi documented her own journey as she learned how to use different styling tools and hair accessories. She broke the content into small segments so viewers could replicate them – same techniques. 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,” says Mimi. One of the best ways to do this is to establish a consistent posting schedule. If you can share videos regularly, people will know when to come back to your channel or search for new content.
Creating authentic content will give your audience the trust and security they need to subscribe. Having genuine enthusiasm in your videos will showcase your conviction and give viewers confidence in your ability to provide value and expertise.
4. Have fun with it
If you want to grow on YouTube, you also need to engage with the platform as a user. Choose to grow your channel because you really love YouTube as a social media platform. If you spend all day scrolling through Instagram, chances are you should try growing your business there instead. “If you don’t like the platform, it will be difficult to put in consistent efforts over the long term,” says Mimi.
5. Mix up your content (length)
Mimi loves long videos because they allow her to go deeper into a subject. But it’s important to experiment with different lengths and formats. “You can reuse the [long form] content into smaller videos for YouTube Shorts,” says Mimi.
Since YouTube’s algorithm is constantly evolving, mix up the length of your videos to connect with different audiences. If you normally post a full 20-minute video on your channel, try cutting it up and sharing shorter versions along with the full video. Different styles of content will attract different audiences.
6. Learn from other creators
Look for trends that match you and your industry. “Look at other designers and see what works for them. Don’t copy [them] but do similar things with your own content that you post,” says Mimi.
It’s good to learn from other successful channels, but don’t forget to make it your own. Add a personal touch or incorporate an idea you’ve seen used in a different genre or industry to make your content unique.
Creating a great YouTube channel won’t happen overnight. Mimi’s tips will help you start cultivating a dedicated audience that will fuel your growth.
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