Strategy, channel and brand
How Do You Become the Expert Voice in Your Industry?
Becoming the expert voice in your industry on YouTube means putting your most engaging people on camera, building a strategy around answering your target market's real questions and pain points, and staying consistent rather than posting for a week and disappearing for years.
Last updated 31 August 2026
Running time 2:25Watch it
What does this video cover?
- 01Using experts to represent a brand isn't new, it's long been used in print and broadcast, but YouTube gives real people within a business a platform to connect with their audience directly.
- 02The first step is looking across your employees to find the people who are genuinely engaging and confident personalities in front of the camera.
- 03The second step is developing a strategy with legs to it, built around answering the questions and pain points your target market actually struggles with.
- 04The third step is consistency, whether that's weekly, daily or monthly content, using one member of staff or several, because the biggest failure point is doing well for a week and then not touching it again for years.
Full transcript
I'm Sinead, from s.media, and I want to talk about the route to take if you want to position your brand or business as an expert on YouTube.
Using experts within marketing isn't a new idea, it's been used for years across print and broadcast to help position a business or brand as an expert. YouTube now creates a great opportunity for this using real people within your business that your target audience can genuinely connect with. My first tip is to look across your employees and identify the people who are really engaging personalities, ones who'll be confident in front of the camera. Second, develop a strategy that has legs to it. If you're positioning yourself as an expert, you need to be answering the questions your target market struggles with, and their actual pain points. Third, once you start on your YouTube advertising and video content marketing strategy for positioning yourself as an expert, be consistent, whether that's weekly, daily or monthly, using one member of staff or several, and don't fall at the hurdle so many do, doing a good week and then not touching it again for a year, two years, three, four years. If you want to position your business as an expert using YouTube, you need the right people on camera talking about the problems your target market struggles with, and you need to be consistent.
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