Have you ever found yourself falling down a YouTube black hole and suddenly three hours have disappeared?
It’s okay, it happens to the best of us. But think about it. If you’ve ever spent an embarrassing amount of time on the site, odds are that other people are doing the exact same thing.
Ever since its creation, YouTube has been a trailblazer during the uprise of the internet. In the beginning, the site was a place to watch funny skits and viral videos. As advertising evolved, it became an irreplaceable tool for marketers when developing their social media marketing strategies.
Maybe you’re thinking to yourself: “Ok, YouTube may be popular, but my audience is mainly on Facebook, Instagram, and Twitter.” Think again! According to Hubspot, 54% of people want to see more video content from marketers and 83% of consumers worldwide prefer using YouTube to watch video content over any other video platform.
YouTube is the second largest search engine (just behind Google) and boasts an astounding 1.9 billion monthly users. With this in mind, it’s clear that using the site as a marketing or advertising tool can help boost your brand presence and reach the widest audience possible.
Now, let’s dive deep into the importance of video and YouTube marketing.
5 Stats That Prove Marketers Need Video
Video is a versatile and engaging content format that not only gives us a real-life picture of what is going on; it’s also easy to share across multiple platforms. Consumers like it because it’s easy to digest, entertaining and engaging, and marketers like it because it can give a potentially huge return on investment (ROI) through many channels.
Video is also very accessible to anyone with internet access, both to watch and to produce. While there is certainly a trend towards higher quality video on a professional level, anyone can hop onto their laptop and create their own video in under an hour.
1) Informing & Educating
97% of marketers claim that videos help customers understand products (Hubspot)
For the most part, marketers today are no longer taking a pitching type of approach – the reason? There’s simply too much choice out there. Consumers and businesses simply don’t’ need to be sold to; instead, they’re doing a quick internet search to find the best product in their neighbourhood or even in the world where they’ll proceed to order it online.
To this end, marketers in many fields (perhaps not all) need to approach audiences with a value-based offer instead of a “sale.” And videos excel at giving customers a really up-close look at a product, service, or even an influencer or teacher.
2) Search Engine Optimisation (SEO)
Over 80% of all traffic will consist of video by 2021 (Cisco)
Search engines love videos because they see them as high-quality content, so to this end, using videos in various types of content as well as on your main web pages can work wonders for your SEO – as long as the videos themselves are optimised properly as well. This means incorporating the right keywords, a solid meta description, and also a strong title.
3) Staying Competitive
81% of businesses are now using video for marketing (Hubspot)
Videos are amazing for getting all sorts of messages out there and if we think in terms of practicality, a short, unique explainer video can do a world of difference when it comes to educating people on the ins and outs of your particular product. By using storytelling and unique types of media you can easily catch people’s attention and hold it while they’re actually entertained.
4) Getting Personal
Live video will account for 13% of traffic by 2021 (Cisco)
Ever wanted to check out Facebook Live or Instagram stories? Instagram Stories and Snapchat are both awesome for offering people intimate glimpses or short, personal glances of what you’re up to and they are so great for creative tools. The interesting thing about these videos is that they’re only up for 24-hours so that creates more of a real-time feel. It also gives marketers the opportunity to develop ads that are focussed on time-sensitive promotions.
Real-time, ephemeral content is great for:
- Offering a feel of face-to-face interaction
- Building brand trust
- Offering audiences casual, interesting updates (eg: behind the scenes)
5) Boosting Conversions
90% of consumers claim a video will help them make a purchasing decision (Social Media Today)
A reason why video is great for conversions on websites is that they actually keep people around for long enough to look around on the site. This is especially true for those who aren’t big readers (a good rule of thumb is to assume that people’s eyes could be tired from looking at a screen all day). Supposedly people watching a video stick around for some two whole minutes longer if there’s a video.
Why You Should Start on YouTube Marketing?
It only makes sense that before we dive into how you can grow your channel, we’ll cover why you would want to do so. There’s plenty of great benefits to marketing on YouTube that many businesses don’t fully consider.
The first is nearly self-explanatory. Video is huge right now. It is dominating the world of marketing, and if you aren’t using video, you’ll almost certainly lose out to your competitors. That’s not a hyperbole; with video ranking higher on all social platforms and performing well in ads, customers are more likely to notice and respond to businesses using video.
When you’re using YouTube, you’ll have a whole library of videos. You can then upload the video files natively to each platform. You can also embed the YouTube videos into your blog posts with just a few clicks, making your blog posts more dynamic and engaging. YouTube also has an enormous and very diverse audience, which happily uses both YouTube’s and Google’s own search engine to find the content they’re looking for. If you’re able to optimise for the right keywords, you’ll be able to connect with that audience instantly.
Since YouTube videos can show up early on in Google’s search results and YouTube is the second most commonly-used search engine after Google, you want to have this huge benefit on your side.
One last benefit? Only 9% of small businesses are using YouTube. You’ll have less industry competition here than any other platform, giving you an edge.
Find out more about YouTube marketing with our one-day course to help you grow and optimise your YouTube channel – YouTube Marketing: Grow and Optimise Your YouTube Channel