YouTube is one of the biggest social media platforms used by members of several target audiences. Currently, we have 32K subscribers, of which 54% are male and 46% are female. They are mostly 18-24 (42.4%), followed by 25-34 (26.4%), 35-44 (11.2%), and 13-17 (7.4%). Most subscribers come from the Netherlands (25.2%), followed by India (10.2%) and the United States (4.6%). Our YouTube account is found through trafic from external channels (22.6%) as well: Google Search (29.4%), the UG website (7.1%), and the UG LinkedIn account (5.2%).
There is no focus on YouTube content management at the UG, and there is no strategy in place (for example, a hero-hub-hygiene strategy). There is a lack of emphasis on keyword optimization, findability, consistency in our corporate identity, and community management. There is a lot of potential in this platform, but we would have to increase our efforts on the channel considerably.