It’s Popular, But Does Marketing with YouTube Really Work?
YouTube is the second largest search engine, processing more than 3 billion searches per month. Think about what that means after direct Google searches, people are turning to YouTube to find solutions to their problems looking for tutorials and other information in video form to address their pain points. Plus, most key demographics watch it more than cable TV. These facts alone demonstrate the huge possibility your video content will be seen by your target audience.
In 2017, YouTube is predicted to evolve even further, making more changes that will benefit companies who incorporate it into their social media and video marketing strategies. From added profile and socialization features for a better audience connection to explore long-form, television style content, YouTube is expected to make some major upgrades this year.
Today, there are tons of examples of successful, high-profile YouTube marketing campaigns that really work. From Moz and Rand Fishkin’s informative Whiteboard Fridays to Chipotle’s acclaimed series of emotionally powerful animated shorts, there are plenty of brands currently demonstrating just how much potential there is to create value and awareness by promoting great video content on YouTube.
You can also read: How Much Earn YouTubers with 1 Million Subscribers?
Top and Middle of the Funnel Video
YouTube’s strengths, ease of consumption, emotional impact and viral potential make it an ideal medium for the top and middle of the funnel. Short films, webinars, how-to videos, and other informational video content can all be great tools for raising awareness and improving perception of your brand.
In addition, thanks to YouTube’s new targeting tools which let advertisers target video ads based on users’ recent search history, it will soon be easier than ever to deliver dynamic content that’s perfectly aligned with user intent.
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Bottom of the Funnel Video
What about the bottom of the funnel? According to animated explained company Wyzowl, the video does pretty well at driving conversions as well as awareness:
- 64% of businesses who use video believe that it has directly led to increased sales conversions.
- 76% of businesses who use video believe that it provides a good return on investment.
All things considered, it seems like YouTube marketing is one trend that totally lives up to the hype.
How to Run an Effective YouTube Marketing Campaign and Define Success
Recognizing that video marketing works is one thing. Doing it well on your YouTube channel is quite another. Here are some tips on making the most of what video can offer:
- Create great content. You don’t have to have a Hollywood budget or A-list stars to make great video content. Something genuinely funny, informative, personable and above all unique is more than enough to be effective. Start with great content that really represents your brand and your audience’s interests and takes the rest from there.
- Optimize your brand’s presence on YouTube. Create a dedicated brand channel, optimize videos for SEO and with necessary CTAs and stay active in the relevant communities.
- Utilize videos on your site. Give your YouTube videos extended life by putting them on your site. Numerous studies have shown that on-page video increases engagement and conversions for a variety of different websites. For the foreseeable future, your company site should have an open spot for video.
Apart from vanity metrics such as impressions, views, likes, comments, and shares, will a well-executed YouTube marketing campaign have a positive impact on your business’s bottom line? How successful you’ll find YouTube marketing ultimately depends on how you define a campaign’s success. Video content, like any other, should be created with a strong idea of the customer’s journey and your internal sales funnel in mind. It will probably take time to build a following as with any social channel, but there are ways to get a jump start on your YouTube success, like setting up an AdWords Campaign. Ultimately, if you stay dedicated and keep producing quality content, you’ll see results.