Editor’s Note: The following is a guest post by Celina Conner.
There are lots of video-sharing sites on the web, but YouTube is the one that caps off the first place. It is by far the site with the highest number of users (viewers and uploaders) and the most number of traffic. If you’re a marketer, it’s a wise strategy to use YouTube as another social media marketing tool. However, marketing in YouTube also has its fair share of pros and cons, like all else.
As it already has a huge community base and its brand has become a “household name,” its Video Marketing feature is still somehow new in the internet marketing arena. In this article, we will tackle on the pros and cons of this new internet marketing strategy.
1. Easy to Share
Below each video, there are sharing options users can easily click on to make your video viral. They can Like the video, recommend it to their network in Twitter, Facebook or send the video through e-mail to their friends. Leveraging on social media sites maximizes your video sharing capacity. To boost the promotion, post your YouTube video links onto bulletin boards of your friends. In this way, their visitors will also see the link on their friend’s profile. When they get interested, your video gets another unique view count and you have an added chance to have a new subscriber.
On the video itself, you can attach invitation links to have your viewers conveniently subscribe as well. Sharing is easy; you just have to take the time and little effort to publicize your video content across a variety of social media channels. You can also blog about it and then embed the YouTube video on your website.
Your uploaded YouTube videos will appear in both YouTube and Google search engines. You can get your brand go viral with millions of views, introduce your company and the benefits of your products—all without cost. There are no fees to pay in using YouTube. So don’t worry if you’re just starting out and experimenting on its use. You can practice and test your own creative ways on doing videos and see how the market reacts for free.
3. Strategic Tagging
Alexa ranks YouTube as the second highest trafficked site globally. What this means is that when you market your products and services through YouTube videos, you can have about 60 million viewers in a month. Emarketer says that the market is predominately Generation Y online surfers who understand 18 languages. They explore the Internet about five to six hours daily. Given this demographics, you can have a smarter way of knowing who and how to target them.
YouTube has a feature that allows you to tag your videos with keywords. These keywords can comprise of words or phrases that make your videos appear in users’ related searches. These tags are also the baseline for YouTube to control the videos that show up in the Related Videos section.
To optimize your tags effectively, select about three keywords and use them in all your videos. These tags should be unique (nobody but you use them in the entire YouTube site). When you are successful in determining the ones that work, it will be easier for users to reach your video. When you see that you’re getting more views, then you can enter more generic tags.
1. Concept overrides content
Good content is not as necessary as good concept in video-making. To get thousands of views and drive visitors to your YouTube video, you have to inject a great concept that makes them almost forget how they were led to the site. Learn how to remix videos and audios and create the element of surprise. Break down long clips to shorter and bite-sized ones to appeal to a larger audience. Make your ads outright and amazing. You can use title optimization by using intriguing headlines that would make them want to find out more about your topic.
2. Requires more attraction
Users of the Internet usually just scan text-based content to find the information and get to the core of the content immediately. Realize that in videos, this cannot entirely be applied. Viewers watch videos from beginning to end and not jump from one segment to another to find meaning in the video. Hence, the intro of your video must be alluring enough to get them continue watching until the end or until you have made your point get across.
Make it snappy and no longer than three minutes. Else, especially for those with slow Internet connection and those with shorter attention spans, users will more likely to just press the X button and move on to the next video.
3. Fresher uploaded videos result from the search hits
Typically in Google searches, the more aged the blog post is, the more it gets brought up to the top results page. This is because the page has incurred more backlinks and has increased credibility rate online. In comparison, YouTube searches don’t act that way. Rather, it considers the newest videos as the top-rated hits. There is what’s called the “freshness” factor in every video. So in order for your videos to rank high and produce the honors, you must either resubmit or re-upload them whenever you got the time and remove the older video.
Note also that in YouTube, videos only have a shelf life of two days before it is moved out from the Daily Most Viewed list to the Weekly Most Viewed. So the key here is to make sure that it’s getting viewed more and more each day, to stay on top.
Marketing through YouTube videos can be one of the effective ways on how to take advantage of the fact that people are visual. Videos can entertain your viewers or followers than textual content. However, when done wrong, they will only be bored and may hit on the Unsubscribe button.
Celina Conner is a Yoga Instructor, an alumna of Business Management at Martin College Australia and a mother of a beautiful daughter, Krizia. She has a passion in cooking and formulating vegan recipes.Follow her adventures on her Twitter.