And How Online Marketing Agencies Can Succeed with Video Marketing for their Own Company and for their Clients
If you are an online marketing agency and you have yet to start offering YouTube optimization and marketing to clients, you need to dedicate a few minutes reading this post. If you are a business owner who is considering spending a portion of your marketing budget on videos, read this post too. Because to be honest, this will serve as a wake-up call for you, as it has for the world’s top brands.
SEO resellers and online marketers have long known that YouTube can be a massive source of traffic, leads, and sales. Despite this perception, not all businesses are utilizing and maximizing this video-sharing site. And these are the businesses that are missing out on a lot. Excluding YouTube from your overall marketing strategy is similar to turning away customers who badly want to purchase a product you desperately want to sell. Using it the wrong way yields similar results. And as a new study of the world’s top 100 global brands reveals, video marketing is now an indispensable part of reaching and engaging your target market.
Obvious Reasons Why You Need YouTube
Everyone knows that Google-owned YouTube corners a significant amount of time people spend online. But its statistics are so impressive, they need to be reiterated, and done so over and over again. For starters, it is responsible for 17% of all home Internet traffic in North America, according to Sandvine’s Global Internet Phenomena Report. It is widely considered as the second largest search engine in the world, of course, just behind mother company Google. Official site statistics state that it receives more than 1 billion unique visits each month. Users watch 6 billion hours of video every month.
When it comes to content, users upload 100 hours of video every single minute. YouTube is also present in 56 countries, posting content in 61 languages. With this much traffic and content, it’s safe to say that people are on YouTube. It is therefore a great source of traffic and prospects, particularly for major brands. But you already know that.
What the Top 100 Global Brands Are Doing
According to a new YouTube study published by Pixability, YouTube now has a 99% adoption rate among the world’s biggest brands. The research, aptly titled “Top 100 Global Brands: Key Lessons for Success on YouTube,” also revealed that collectively, these mammoth brands’ videos have been viewed a total of 9.5 billion times. These views are from 258,000 videos spread across the 1,378 channels. Some 56% of the Top 100 have 10 or more channels.
On average, these figures mean that a Global Top 100 brand has 13.8 YouTube channels, each channel containing 187 videos.
“Since its founding in 2005 as a social web video hosting platform, and acquisition by Google in 2006, YouTube has emerged as a highly influential digital marketplace where brands and their audience—customers, prospects, partners, advocates, critics, and competitors—all engage,” the study said.
Brands Will Continue to Rely on YouTube
The world’s leading brands have significantly warmed up to the video-sharing site since its inception just a few years ago. Pixability expects brands to continue relying on the YouTube based on historical data. Video publishing by the Top 100 has surged at a rate of 73%, year on year since 2009. So on average, this group publishes 8,000 new videos per month. Based on this trajectory, they will publish one million new videos between this year and 2015.
Of the group, the media segment is most active with over 70,000 videos produced. The B2C Technology segment is second most active with over 50,000 while B2B Technology rounded up the top three with over 40,000. MTV accounts for nearly 24,000 of media videos, enough to rank it biggest video publisher. Thompson Reuters, Disney, Google, and Samsung make up the top five.
When it comes to total number of views, Disney led the pack with over 2.5 billion views. Google was far second with fewer than 1.5 billion views while Sony, which is the sixth most active publisher, is third in views with over 1 billion.
Why Brands and Businesses Fail on YouTube
Despite the amount of time and money major brands spend on YouTube, the study says that many of them actually fail to reach their audiences. Some 50.3% of all of videos have fewer than 1,000 views. “(This is) a reflection of flawed video marketing strategies among many of these companies,” the study said, stressing that companies should focus on a marketing strategy rather than video production. The cost of producing all those videos is estimated to be in billions of dollars.
Some 30.3% of the top 100 brands’ videos, meanwhile, received views of 1,000 to 10,000. The third biggest chunk, 14.7%, received views between 10,000 and 100,000.
Follow these simple steps to maximize your YouTube Marketing:
Optimize Your YouTube Videos and YouTube Channel
To ensure you make the most out of YouTube, upload content that’s engaging and helpful to your prospects. Check your video title, description, and tags. Make sure the video is properly categorized. Customize your channel with branded images. Fill your “About” section with short but compelling copy about your business and how you help people.
Integrate YouTube with Social Media Marketing
Don’t limit your marketing to YouTube. After uploading a video, make sure everyone knows about it by sharing it on Facebook, Twitter, Google+, and your other social networks. In a separate study conducted by Simply Measured, videos emerged as the second-most engaging type of content posted by brands on Facebook. Photos and videos combined account for 80% of brand posts.
Don’t just be creative, be analytical too. Make sure you don’t just upload a video, share it on Facebook, and hope to get results. Use analytics to monitor which videos get the most view. You’ll get an idea on what videos your customers like the most. Remember, over 30% of the total aggregate views of videos happen 12 weeks after publication, said Pixability, so keep checking long after uploading.
Like any other marketing method, YouTube – and video marketing in general – can take its toll on you. You cannot afford to spend all of your time and money trying to produce high quality videos. You cannot hire more staff to upload, optimize, share, and monitor these videos. By outsourcing video marketing to serve your clients, you will have time to focus on your core business and at the same time, reap the benefits of YouTube without breaking your back or your back account.
Endlessrise is the pioneer in white label online marketing and web design services. We have YouTube marketing services for resellers who want to help their clients get more leads and sales online through YouTube. Registered resellers and partners who need help in marketing their own business can also see our exclusive reseller marketing services, which include compelling videos to be uploaded to their YouTube accounts as well as other high quality branded marketing content to help you market your services.