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Harnessing YouTube Marketing Power

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When Junior Mapesone commented, “That’s in front of my house in Manono,” on one of my first travel videos from Samoa, my first thought was, “Wow! Someone watched my video!” By the time I did my Monwya Night Market video and received the comment, “I miss my city,” I realized that I was helping people with my videos, in this case with remembering neighborhoods and family members who sometimes they could not visit.

Connect with Lisa: Watch her Monwya Night Market video above.

People were not only watching but also helping me in my travels. I received a correction on how to spell someone’s aunt’s name in Samoa and heard about the best ice cream parlor near a location in one of our videos.

When I meet with clients about social media, we often talk about YouTube as the second largest search engine on the planet. Many people have concerns about and are intimidated by making videos. I highly recommend Lisa Lubin’s book, Video 101: Tips & Tricks for Awesome Visual Storytelling. Her tips are very practical, and she is an award-winning filmmaker with years of news and television experience.

Tips from her book include:

• “Shoot and Move: Do move yourself and your camera when not filming.”

• “Vary your shots: Vary angles, and focal length. Get low. Get high.”

• “Let your camera do what we don’t normally do in real life: We don’t get too close to people (unless we are about to hug or kiss them). Let the camera invade personal space.”

Lubin’s No. 1 rule is to get sound.

“Videos are nothing without great natural sound,” Lubin writes. “Too many people think of sound as secondary. It is not. It is just as important as good video.”

Lubin’s shooting tips and editing tips tear sheets are full of helpful hints that you can bring with you on a shoot or into the editing room.

Jason G. Miles’ series of books on social media have changed my strategies. His book Instagram Power assisted me in going from zero to over 1000 followers in three months. I found another of his books, YouTube Marketing Power: How to Use Video to Find More Prospects, Launch Your Products, and Reach a Massive Audience, full of ideas that you can easily take advantage of.

Miles’ advice to tap into YouTube’s massive social network is: “Do something specific, consistent and excellent.”

My experience matches one of his quotes: “Your videos are, in essence, a conversation with your viewers, so be authentic and engage your viewers. Even if you only end up with one subscriber, you may never know the difference you are making in that one individual’s life.”

I like his reminder that videography does not have to be hard work but simply a commitment to “publish more frequently. Have more conversations.”

One of the most common mistakes he sees among business owners is that they undervalue YouTube as “a legitimate platform” and give up because they don’t see immediate results.

“Making online content is a long-term investment and should be treated as such,” Miles writes.

I agree with Miles that there is no “secret sauce,” but the dedication and effort to make great content that people want to share is worth it. Your videos can drive traffic and results for years. I have over 280 videos on my YouTube channel and 230,000 views. I started with a Flip video camera and 10 minutes of instruction from a fifth grader. Taking the first step is always the hardest part of any project.

THANK YOU TO WHARTON BUSINESS MAGAZINE for publishing my articles!


Lisa Ellen Niver

Lisa Ellen Niver is an award-winning travel expert who has explored 102 countries and six continents. A graduate of the University of Pennsylvania, she worked on cruise ships for seven years and backpacked for three years in Asia. She is the founder of the website WeSaidGoTravel which is read in 235 countries and was named #3 on Rise Global’s top 1,000 Travel Blogs. Niver is represented by Chip MacGregor of MacGregor Literary, Inc. Look for her memoir in Fall 2023 from Post Hill Press/Simon and Schuster. With more than 150,000 followers across social media, she has hosted Facebook Live for USA Today 10best, is verified on Twitter and listed on IMDb, and is the Social Media Manager for the Los Angeles Press Club. You can find Lisa Niver talking travel on broadcast television at KTLA TV Los Angeles, Satellite Media Tours, The Jet Set TV and Orbitz travel webisodes as well as her YouTube channel, where her WeSaidGoTravel videos have over 1.7 million views. As a journalist, Niver has interviewed Deepak Chopra, Olympic medalists, and numerous bestselling authors and been invited to both the Oscars and the United Nations. She has been a judge for the Gracie Awards for the Alliance of Women in Media, and has run 15 travel competitions on her website, publishing over 2,500 writers and photographers from 75 countries. For her print and digital stories as well as her television segments, she has been awarded three Southern California Journalism Awards and two National Arts and Entertainment Journalism Awards and been a finalist twenty times.   Niver has published more than 2000 articles, in more than three dozen magazines and journals including National Geographic, Wired, Teen Vogue, HuffPost Personal, POPSUGAR, Ms. Magazine, Luxury Magazine, Smithsonian, Sierra Club, Saturday Evening Post, AARP, AAA Explorer Magazine, American Airways, Delta Sky, enRoute (Air Canada), Hemispheres, Jewish Journal, Myanmar Times, BuzzFeed, Robb Report, Scuba Diver Life, Ski Utah, Trivago, Undomesticated, USA Today, TODAY, Wharton Magazine, and Yahoo. Awards National Arts and Entertainment Journalism Awards 2021 Winner: Book Critic: Ms. Magazine “Untamed: Brave Means Living From the Inside Out” 2019 Winner: Soft News Feature for Film/TV: KTLA TV “Oscars Countdown to Gold with Lisa Niver” 2019 Finalist for: Soft News, Business/Music/Tech/Art Southern California Journalism Awards 2022 Finalist: Book Criticism 2021 Winner: Technology Reporting 2021 Finalist: Book Criticism 2020 Winner: Print Magazine Feature: Hemispheres Magazine, “Painter by the Numbers, Rembrandt” 2020 Finalist: Online Journalist of the Year, Activism Journalism, Educational Reporting, Broadcast Lifestyle Feature 2019 Finalist: Broadcast Television Lifestyle Segment for “Ogden Ski Getaway” 2018 Finalist: Science/Technology Reporting, Travel Reporting, Personality Profile 2017 Winner: Print Column “A Journey to Freedom over Three Passovers” Social Media Presence YouTube Channel: We Said Go Travel (1.7 million views) Short form video:TikTok, Instagram Reels, Facebook Reels, YouTube Shorts Twitter: lisaniver (90,000 followers) Instagram: lisaniver (24,000 followers) Pinterest: We Said Go Travel (20,000 followers and over 70,000 monthly views) Facebook: lisa.niver (5,000 followers); We Said Go Travel (3,000 followers) LinkedIn: lisaellenniver (9000 contacts)

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We Said Go Travel

We Said Go Travel