Did you know that one billion hours of video are watched daily on YouTube?
Let's face it: we love watching videos. Online videos have become significantly popular over the last few years and it's projected that 80 percent of online traffic at the end of 2018 will be from videos.
And, it's not just about watching entertaining or trending videos; videos influence consumer behavior every day. Because of this, YouTube has become one of the best ways to reach new customers online and create brand awareness for your business.
In this blog post, we're going to look at the rise of YouTube, its role in digital marketing and why it's your next great marketing tool.
YouTube Has Surpassed TV in Popularity
We can't deny that cable subscriptions are declining and more people are tuning into streaming services such as Netflix or Hulu. However, YouTube is also changing the way that people view their favorite television programs with their YouTube TV service.
YouTube TV is like a normal cable package because it offers many different TV networks to view, including live sports. But, it's also similar to streaming services like Netflix and allows multiple accounts per household, along with the ability to stream cloud-based DVR.
And, thanks to YouTube TV, there are now twice as many people watching official TV channels on YouTube compared to two years ago.
But, even if consumers aren't watching TV on YouTube, they're still tuning into their favorite YouTubers and channels to view their favorite content.
Because of this, influencer marketing is on the rise, and YouTube influencers are just as likely to drive purchase decisions as celebrities.
So, why is this important to digital marketing and, more importantly, your business?
Here are three reasons:
- YouTube videos reach more people than any cable TV network in the US
- Seventy-five percent of people from the new generation, Generation Z, aspire to become YouTube vloggers (kids these days, am I right?)
- Online video ads get 18.3 times more attention than TV commercials
If it's within your budget, consider investing in online video ads in the near future to grasp the attention of your customers, especially Gen-Zers. Unlike TV commercials, online video ads are immediately trackable and have more potential for a better ROI.
YouTube Helps Your Customers Make Purchase Decisions
How often have you looked up something on YouTube after hearing about it from a friend or family member?
One great thing about YouTube is that your customers can use it to learn more about your products than they would from a recommendation, and this can lead to more in-store sales:
- Sixty-eight percent of shoppers have used YouTube to make a purchase decision
- In 2015, "how to" videos on YouTube were growing 70% year over year
To help stay ahead of your competitors, you should start creating how-to videos and publishing customer testimonials of your products or services to make it easier for your customers to find information about your business before purchasing.
For example, if you're a mechanic, you can share how-to's for basic topics such as changing a flat tire to help your customers in need. Or, if you own a salon, you can share before and after videos of your clients' hair appointments.
YouTube Affects Local Search
As we mentioned, consumers collectively search for and watch a billion hours of video every day, and now YouTube has become the second largest search engine in the world, right after Google.
But, aside from being used as a search engine, YouTube channels and videos can also help boost your website's SEO value and rank higher in searches on search engines like Google.
How can having a YouTube channel impact your business's search ranking?
When you mention your business name and related keywords frequently in your video descriptions, your videos will show up more easily in search results when people look for you on Google.
Plus, just like with reviews, having a consistent stream of high-quality videos can improve your business's prominence and make you stand out on both YouTube and Google search results.
Not sure where to start? Here are some suggestions:
- Mention your business name in the title of your video (i.e. "RevLocal - Why YouTube Is the Next Great Marketing Tool")
- Search businesses similar to yours on Google to see what relevant keywords show up in the search results, and add those words to your video description
- Insert links to your business's social media profiles at the bottom of the video description
As the world continues to go digital, more people will turn to YouTube to get their entertainment or information.
And, with Generation Z's distrust in traditional marketing and their outstanding buying power, you can't afford to ignore your video marketing strategy.
That's why you must start thinking of YouTube as a resource to help reach your audience and build your online presence.
So, get started today by creating a great YouTube channel! Just remember to keep your YouTube videos professional and relevant to your business.