Should you be marketing your business on YouTube?
With over one billion monthly users, YouTube can be a great platform for you to get your business noticed by your target audience. Being able to put your brand’s core message into video format can be hugely beneficial, however it isn’t all that easy. Our guide will help you work out whether it’s right for your business.
The power of video
We’re visual creatures: we respond better to images than text – and even more so to moving images. That’s why the audience figures for YouTube have grown consistently since its launch in 2005, with more than a billion users watching more than a billion hours of video each day.
This provides you with a fantastic opportunity to engage your customers with entertaining, colourful videos.
Pros and cons
Before you jump onto the platform and start posting your first videos, you need to consider how it might benefit your company and the drawbacks that come with it:
- A more in-depth marketing platform: Unlike static posts on popular social media sites, YouTube allows you to really explain what your product or service is and how it can benefit your potential customers. You can also use it as a way of showing off your expertise in your field, for example with a ‘Top Ten Tips for Success’ video.
- Getting feedback: The commenting system allows you to get responses from your viewers as to what they liked or disliked about your video, allowing you to improve upon the way you present your product or service.
- The person or people behind the brand: People appreciate being able to see who’s behind the face of your company; video allows you to create a personal engagement with your viewers which can be very beneficial to your reputation as a business.
- Owned by Google: We’ve created many blogs outlining how important SEO (search engine optimisation) is for your business. As long as you include the right keywords in your tags, you’ll have a higher chance of being spotted on Google’s search rankings if you’re posting on YouTube.
- Time consuming: Anyone who’s uploaded a video to YouTube will understand that there’s a lot more than just having a great video idea. You have to have someone who is able to take time out of their business day to film the video. Then there is the editing; depending on the length of your video, editing can take several hours – however, putting time into editing shows and creates the professional look you need to propel yourself forward.
- Need to do it well: A good video can work wonders for your brand awareness and engagement, but a poor video can do as much damage. It’s worthwhile taking the time to look at brands who have got a big YouTube following to see how they do it. You also need to allow an appropriate budget; letting your intern produce something on their mobile phone may be detrimental to your brand reputation.
- No guarantee: Although this goes for most marketing channels, you could create the best video ever on YouTube only for it to have very few views and engagement, which can be very disheartening, especially if you’ve put a lot of time and effort into it. That’s why it’s important to spend time promoting it across all your social media platforms to gain the most visibility possible.
- The competition: You can choose to have no ads on your video. However, you don’t have the option to remove ads that show up on the right-hand side of videos. Google serves you ads based on what you’ve been searching, which means that if they’re looking for something related to your video and come across you, the ad shown could be your competition trying to buy the attention of your target audience.
Being on YouTube has many benefits, especially due to it’s relationship with Google. If you put enough time into perfecting your videos and promoting them across other sites, you could find yourself bringing in more target customers.
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