YouTube has 2 billion logged-in monthly users. YouTube’s user base is still growing every year. Their user population was only 1.8 billion in May 2018. With a platform this big and still growing, there is a huge audience base for marketing. YouTube is used by people of every age group. From searching for recipes to learning how to operate a motor, YouTube has an amazing range of content. But amidst this content there are more than 50 million content creators churning out videos regularly. So, the ultimate task is to stand out, otherwise like all the other content creators and content, we will drown in this huge pool.
Marketing using YouTube is a part of social media marketing and digital marketing. YouTube allows marketers to present unique content that is easy for viewers to consume and share. Video marketing can be used as an intimidating tool for brands. It is the best channel to use for video marketing.
Before using YouTube as a marketing platform we must learn about how it works
How do people discover videos on YouTube?
• Youtube search-
YouTube’s search ranking system sorts through over 500 hours of content uploaded every minute to find the most relevant results for a query.
YouTube Search prioritizes these three main elements when ranking its search results:
a) Relevance- YouTube points out factors such as the title, tags, description, and video content itself.
b) Engagement- Post engagements includes actions such as reacting to, commenting on or sharing the video, viewing the video, or clicking on a link as well as watch time.
c) Quality Network- YouTube uses similar search signals to google for determining the quality of the content.
• Suggested videos-
According to the search history and videos one watches, YouTube suggests videos. Recommendations help you discover more of the videos that you love, whether it’s a great new recipe to try or your next favorite song. YouTube uses many signals, including your watch and search history (if enabled) as well as the channels that you’ve subscribed to Another factor that YouTube’s recommendation systems consider is whether others who clicked on the same video watched it to completion – a sign that the video is higher quality or enjoyable – or just clicked on it and shortly after starting to view the video, clicked away.
• Google searches-
If you’ve done a Google search lately, you’ve noticed that videos are now displayed as search results. This is because Google knows that users respond well to video and that they are looking to videos to answer the questions they have.
To pop up on google searches certain things should be kept in mind.
a) Use the YouTube Keyword Tool
b) Name Your Video Wisely
c) Use the Right Keywords
d) Improve Your Channel
YouTube is essentially used for video marketing. Video marketing can be used for everything from building customer rapport, to promoting your brand, services or products. Additionally, video marketing can serve as a medium to present how-tos, promote customer testimonials, live-stream events and deliver viral (entertaining) content.
Types of videos you can post on YouTube for video marketing-
1. Vlog-
Vlogs or video blogs are video versions of traditional blogs. Through vlogs, a business executes its marketing strategies using videos.
2. Presentations & Talks-
These include posting recorded videos of presentations and talks someone related to the business has organized, delivered, attended, or was a part of. Such talks (like Tedx) are much sought after video content on the internet.
3. Live videos-
These are videos related to the brand or offering that are streamed live either to showcase something important or to interact with the customers directly. These are often done on Instagram and Facebook.
4. Behind The Scenes-
Many businesses often release behind the scenes videos which help them establish a closer relationship with the customers who get to experience what they usually don’t see in advertisements or TV.
5. Interviews-
Interview includes asking questions to a thought leader on a particular topic and posting its video online.
6. FAQs-
An FAQ video is the video about frequently asked questions and answers on a particular topic or the brand.
7. Tutorials-
Tutorials are in-depth videos to teach the customers the intricacies of the offering or other offering business is affiliated with.
8. Testimonials-
Testimonials are videos of happy and/or renowned customers of the company expressing their appreciation and good experience with the company. This helps in increasing the confidence of prospective buyers.
How to use YouTube for marketing?
First, plan a solid strategy to develop videos for each level of your sales funnel. Outline the content and goals of each individual video. Determine what metrics will best determine a video’s success. Then, test. Analyze. Tweak your videos and their deployment, when necessary. Work to make them more effective.
