In 2010, Mimi Ikonn co-founded Luxurious hair, a line of hair extensions and accessories, and grew the brand’s YouTube channel to over three million subscribers. He later sold the multi-million dollar company and started Intelligent Change. Again he found success, 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 communities online. After using YouTube for business for over 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, he shares six key tips to help you grow your YouTube brand.
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,” says Mimi. Even if someone already has a channel like yours, you can differentiate it with your own unique perspective and unique experiences.
When it comes to starting 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’s what will resonate with the audience,” says Mimi. If you get bored with the content, your viewers will probably feel the same way.
2. Keep it simple and clear
“If you can simplify your subject matter, people will watch and engage [more]”, says Mimi. For her Luxy Hair YouTube channel, Mimi documented her own journey as she learned how to use different styling tools and hair accessories. Break the content into small sections so viewers can replicate the techniques themselves. Incorporating a clear beginning, middle, and end will make it easier for viewers to follow and help you grow your channel over time.
3. Build trust
“Building trust with your audience is extremely important,” explains Mimi. 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 for new content.
Creating authentic content will give your audience the confidence and security they need to sign up. Having genuine enthusiasm in your videos will emphasize your conviction and give viewers faith in your ability to deliver value and expertise.
4. Have fun with it
If you’re going to grow on YouTube, you also need to engage with the platform as a user. Choose to grow your channel because you really like YouTube as a social media platform. If you spend all day scrolling through Instagram, chances are you should try to grow your business there. “If you don’t like the platform, it’s going to be hard to put in long-term, consistent effort,” explains Mimi.
5. Mix up your content (length)
Mimi loves long-form videos because they allow her to delve deeper into a topic. But it’s important to experiment with different lengths and shapes. “You can redefine it [long form] content into shorter videos for YouTube Shorts,” says Mimi.
Since the YouTube algorithm is constantly changing, mix up the length of your videos to connect with different audiences. If you usually post a full 20-minute video on your channel, try cutting it down and sharing shorter versions along with the full-length video. Different styles of content will attract different audiences.
6. Learn from other creators
Watch for trends that resonate with you and your industry. “Watch other creators and see what works for them. Do not copy [them] but do similar things with your own content that you put out,” says Mimi.
It’s okay to learn from other successful channels, but remember 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.
Building a large YouTube channel won’t happen overnight. Mimi’s tips will help you start cultivating an engaged audience that will fuel your growth.
Tune in fully Shopify Masters episode to discover Mimi’s tips for turning subscribers into customers and launching one successful business after another.
