The Marketing Value of YouTube

YouTube Harnesses a Key Marketing Tool

Video is a extremely potent marketing tool for bringing together businesses with potential customers. When customers make visual connections with people, places, and objects it creates a sense of familiarity. This sense of familiarity builds trust with the business, which is a crucial element of any marketing campaign. Trust enables companies to attract and hold new customers; you can position yourself and your brand as thought leaders through well-executed YouTube videos. YouTube is the largest video-sharing site in the world, but it is more than that. It is a social network, a community of users, a search engine and hosting site, as well as a platform for advertising. In 2011, YouTube had over 1 trillion views and on average has 800 million unique visitors every month. If you consider that YouTube is part of Google, there is no wonder that well produced video content hosted with their own service is going to appear high up in the rankings. Let’s look at YouTube’s statistics to get a better understanding of just how powerful this site is:
  • One hour of video is uploaded to YouTube every second.
  • More than 4 billion clips are watched a day
  • More than 3 billion hours of footage are watched every month
  • 70% of all YouTube traffic actually comes from outside America
  • There are local versions of YouTube in 43 different countries and 60 languages
  • in 2011 there were nearly 140 views for each person on Earth [1]
  YouTube clearly has a very large, loyal following. The site enjoys the highest trust among all other video sharing sites. The major benefit of marketing your brand with YouTube is the size of their audience. What better way to efficiently market your brand effectively? By using a site with such a deep reach into the world market, you open up your brand to niche markets you could not normally access on your own without significant financial resources. YouTube’s greatest marketing advantage is its ability to help create brand awareness and a positive reputation. Other benefits include its integration with Twitter, Facebook, and Google because videos can be easily shared, thus expanding your marketing reach. In fact, most people enjoy sharing YouTube video on social media. To use YouTube effectively for marketing you need to understand the intent of YouTube users and accommodate their interests. People generally go to YouTube to find and watch informative or entertaining videos, not to find products. As a marketer, you need to create videos that are informative, instructive, or entertaining. The ability to deliver all three in one video can result in a powerful marketing tool. 

How to Use YouTube

The key to YouTube marketing success lies in creating a channel approach where you focus on creating multiple quality videos in the same way you create blog entries. Google ranks channel results, so keep the content relevant and interesting. Videos need to be about the things for which people are searching. Your videos can be on current hot topics related to your business or your industry, leading industry thoughts, video tutorials, and even how-to’s, which are extremely popular. YouTube will likely be around for many years to come. As the video website with the most traffic in the world, it’s a perfect place to market your brand. Take some time to see what your competitors are doing on YouTube and develop a strategy that fits your brand. It is said that the worst YouTube video you post will be your first, so start posting…, and start improving. Using YouTube to market your brand, and provide value for your visitors gives you deep market penetration that no other similar service can match. [1]