YouTube Marketing in Context
YouTube, the third most visited site on the Internet behind only Google and Facebook, is an extremely powerful marketing tool. With over a billion visitors per day, it offers an unparalleled chance to spread the word about a business. However, with over 24 hours of video content being uploaded to YouTube every minute, simply creating a video channel for your company and posting one or two videos is unlikely to achieve any noteworthy results. Simply put, there’s too much content out there for anything other than the truly innovative, exciting videos to reach the top. Videos uploaded onto YouTube don’t receive attention because they are over a minute long and have flashy effects. The videos that drive the most views are the ones that can display information in a timely fashion that are also visually and soundly effective.
Why Market Web Content Through YouTube?
The goal of a corporate company or small business YouTube video is to drive sales and reach potential clients. Video is the driving force behind online content, but in order to do so it must resonate with the audience or connect to them whether through emotion or humor. Monetizing YouTube has long been a subject of conversation for business’s looking to expand their online presence. Even if an organization does not see a direct 1:1 return as a result of posting a YouTube video, simply having an active YouTube presence can radically transform how your business is perceived online.
The power of reputation management online is that the content provider is in complete control of the initial conversation regarding their business. If you publish a video saying that your company is the best at what it does, then the active dialogue online becomes exactly what you’ve said. So, what does it say about your organization if it does not provide any online content for consumers to watch?
If your organization produces a lot of content, then the bubble of positive content regarding your business grows considerably. Be in control of your conversation by publishing exciting video content on a regular basis. However, with that said, regularly uploaded videos should have rich content that will drive the attention of the audience through the use of a story. A video is nothing without a unique story and a message. Take for instance a company that says they are committed to their clients, and they regularly upload videos discussing the process of shipments and show the audience around the company grounds. This doesn’t prove they are “committed” and instead dances around the message. Clients want to see proof of a business’s message and YouTube provides that outlet, but meaningless videos will only negatively affect a company.
What do Consumers Look for on YouTube?
Although individuals visit YouTube for a wide variety of reasons, visitors’ two chief motives are knowledge and entertainment. So, if a business can produce content that is both entertaining and informative, then it is already on its way to securing a worthwhile number of views. Nevertheless, it should be pointed out that connecting to the audience could be done through the use of humor and emotion. Yes, videos such as a squirrel water skiing, extreme sports accidents, and puppies playing in water are entertaining, but they are viewed because of their content. The point is, a video must connect to the audience so the business must know who their targeted audience is and what kind of a video would resonate with them. Posting a video full of flashy effects to be “entertaining” toward an audience of 50 years and over isn’t going to help the business’s cause. YouTube can provide an audience, but it is the business’s job to know whom they are trying to connect to.
Research suggests that consumers head to YouTube to research potential purchases. In the article “Forget Amazon. YouTube is Where Shoppers Do Research,” published by Zach James of Adweek, James explains how consumers often look to YouTube for specific product reviews and demonstrations. Interestingly, consumers do not just go to YouTube before a purchase, but often check out other people’s experiences with the same product. YouTube latest update, “YouTube Analytics,” helps businesses see:
- How successful their video is,
- What demographics are watching it
- For how long is the video being watched
- Where traffic is coming from
Businesses are also able to use other tools on YouTube such as linking videos to previously uploaded videos, adding keywords for video SEO purposes, and interact with other YouTube Channels.
For a business trying to display a product or show off a new prototype, analytics makes it easier to see what is working and what isn’t. YouTube analytics and tools are constantly upgrading and adding new features to continually benefit business users. Like any business, YouTube understands who their majority users are and with competitors, such as Google and Vimeo, YouTube only looks to increase the use of their website. In a world where people don’t just rely on consumer review comments, but a video to prove the products ability, YouTube is the most fitting place to upload such content. For example, SVG published a product demonstration, like this one that Skillman Video Group produced, to give consumers a preview of what to expect, or to help inform them of aspects of the product that they might be unaware of. As stated before, YouTube has a platform to reach an audience beyond the boarders of a local business; and with tools such as analytics making is easier to see how a video is received there is no reason why every company, small or large, should not have their own YouTube Channel.
Clearly Conveying Content
When creating a video for YouTube, a business should always go to a professional video production corporation such as SVG. With the guidance of a video production and video marketing company, a business will find it easier to develop a video that includes rich content that will attract the targeted audience.
Content Should Be…
- Easily approachable: The more you can break down your information into lists and bullet points, the better. As technology grows, our attention spans seemingly shrink, so it’s up to businesses to adapt to consumers who like to absorb information in bite-sized chunks.
- Short: We are video Professionals at SVG, and we know no one will watch a YouTube video if it’s over three minutes long. A video should be under 2 minutes and hit every point through the use of a story. If you check out Google analytics, you’ll see that most people exit a page after the first minute of almost any video.
- Has a Story: Why are websites like Buzzfeed so successful? In part (obviously there’s a lot more to the success of Buzzfeed), it’s because they provide content that is generally telling a story while delivering content. Again, a story can be delivered through an interview or commercial, but as long as the story is there and drives a connection to the audience they will listen.
Although there are many parts to YouTube it is only beneficial to a business. Whether a business is small or large, having a site like YouTube will boost views beyond their original boarders. Video is the force behind marketing and YouTube being in the top three most used sites, there is no reason why a business should not take advantage of such a platform.