Let’s face it: We all love video. We love to go to the movies, we love watching the videos people post on Facebook, we love streaming videos so we can keep up with shows like Orange Is the New Black and The Crown, we love going down rabbit holes on YouTube—need I say more? A video is compelling! It’s like we can’t help ourselves. How many times have I watched the video of the hamster eating a carrot? More times than I’m willing to admit!
When people love video as much as we do, it’s worth considering video as part of your marketing strategy. And, of course, by a video we mean YouTube. If you haven’t yet made YouTube marketing part of your overall plan, read on for six reasons why you should consider YouTube marketing.
Reason 1: Video is Popular; And On the Rise
Popularity is the number one reason for using YouTube marketing. Consider your own video consumption for proof. If you haven’t watched a video yet today, you probably will before you go to bed tonight. It might be the video of your niece taking her first steps that your sister just shared on Facebook. It might be that TV show you’re streaming on Netflix. It could be an online video you’re learning from, through a website like Skillshare or Simplilearn. Or it could be you’re on YouTube trying to master the newest line dance before your cousin’s wedding.
As you consume that video content, you’re one of the billions doing so. YouTube has over 1.8 billion users per month, more than Gmail and almost as many as Facebook. Speaking of Facebook, 500 million people watch videos on Facebook every day—that’s half a billion. A video is so popular, Instagram increased the duration of videos posted to their platform to meet consumer demand. And this popularity will only increase. Cisco predicts video viewing will account for 82 percent of all IP traffic by the year 2021.
With video so popular among consumers, can a business succeed without tapping into that marketing channel?
Reason 2: Video Works
In addition to being immensely popular, a video is also immensely effective in engaging consumers and getting content shared. On YouTube, over 1 billion hours of content are viewed every day, more than half via mobile devices. But people aren’t just watching: They are engaging and sharing that video too. Consumers who watch demonstration videos are 1.81 times more likely to buy, and they spend 2.6 times on pages with video. And video is shared 1,200 percent more than text and images combined.
This is true whether you’re a B2C marketer or a B2B one: Almost 70 percent of B2B marketers are using video, and 82 percent of B2B marketers report success with video marketing.
It shouldn’t be surprising that video is more engaging than text or images because our brains absorb visual information much faster than text—60,000 times faster—and video engages both our visual and auditory senses. In addition, a video is more emotional, which leads to more engagement, and it’s easier to remember. Would you rather watch this rescued beaver trying to build a dam out of laundry and doormats or read about it? And which version would you be more likely to share?
Reason 3: YouTube is a Search Engine
In addition to popularity and engagement, YouTube marketing should be part of your marketing mix because YouTube helps users find your videos. YouTube is essentially a search engine, after all, second in size only to Google which owns YouTube. As a search engine, YouTube helps consumers find content by making suggestions based on user behavior using a recommendations engine. In fact, YouTube’s Chief Product Officer says 70 percent of the time, consumers are watching content suggested by the recommendations made by YouTube.
That means YouTube is working on your behalf, in a way that Google doesn’t. If someone watches a video on how to fix a faucet, for example, and you sell plumbing supplies, your marketing video might be recommended to that user.
Reason 4: Your competitors are using it
The fourth reason for using YouTube marketing is that your competition is using it. eMarketer predicts spending on video marketing will increase from $15.42 billion this year to $22.18 billion by 2021. If your competitors aren’t marketing via YouTube yet, they probably will be soon. You need to as well.
Reason 5: YouTube can help your SEO rankings
According to SearchEngineLand, video helps to improve search engine optimization (SEO) rankings because it indicates to Google that a webpage contains rich, quality content. You can also optimize your video for search by using keywords and including the video transcript. Some say hosting your video on YouTube will help because Google owns YouTube, although that’s not certain. Finally, because a video is more likely to be shared, using video can increase your number of backlinks, which improves SEO.
In addition to the SEO benefits, consumers will spend more time on your website because a video is more engaging. This lowers your bounce rate. Although bounce rates aren’t a factor in SEO as far as we know, keeping people on your website can increase the likelihood of an engagement or that they will return to your website again in the future.
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Reason 6: You Can Do It!
If you’re intimidated by the idea of creating videos for YouTube marketing, rest assured you won’t have to hire a sound crew, invest in a fancy camera, or rent studio space for filming. You want to create quality videos, yes, but you don’t have to start a whole new department to tackle the task. If you search for advice on creating YouTube videos, or simply look at the videos your competitors have produced, you’ll soon realize you can do this too.
In fact, it’s more important that you know how to use YouTube as a marketing tool than how to make impressive videos. And Simplilearn can help, with the YouTube and Video Marketing Certification. This certification will teach you how to use video to promote your business. You’ll learn how to establish a video marketing strategy, ways to get your content noticed, and how to make sure your videos do well on mobile devices. You’ll also learn how to measure your results and you’ll tackle hands-on projects that make the lessons stick.
YouTube is huge and the audience is there. All you need to do is make sure you’re there too, with YouTube marketing. And now if you’ll excuse me, I want to watch that adorable carrot-eating hamster just one more time…