Why you need to use Youtube for content marketing
Content marketing is the key to getting the trust of your readers and clients. We have moved from the age of Push marketing to pull marketing, where now content creators should aim to gain trust from customers and readers. Here’s a great table which sums up the trends in advertising over time:
Now sure this table isn’t complete or an exactly accurate picture of what is going on. That being said, the broad picture being painted is correct. And the best way to earn trust nowadays is through content marketing. It is the most cost effective way to reach a massive audience, thanks to the power of the internet. But of course this begs the question:
What is the best place for Content marketing?
You know what I’m going to say by the title. But you may not know the exact reasons why someone could make this claim. So here are the 4 major reasons I’ve found that make YouTube the most powerful resource for content marketers:
#1 Search Engine visibility
There aren’t many things which I can say certainty, especially in an ever changing, technology driven world.
But there is one thing that I can say with confidence when it comes to the internet:
Google will still be the number one search engine in the world in 5 years, maybe even 10 years’ time.
Just think about this:
When was the last time you wanted to look something up and didn’t use Google?
They consistently rank as the most satisfactory employer, the most widely used search engines and one of the highest market caps in the world. The evidence for all 3 are in the infographics and graphs below:
Leading in all 3 of these metrics is massive. High employee satisfaction means stability, having near monopoly in one thing which people use nearly all the time (Search Engines) is unprecedented and being twice as big as the closest competitor in media revenue is unparalleled. I know what you’re thinking:
Ok great, but why does Google Matter to YouTube?
It means everything.
You see Google owns YouTube. And being attached to the most used search engine in the world has a lot of benefits.
YouTube is structured in a way where once ads are placed on your videos, YouTube makes money. And we know what that means:
When YouTube makes money, Google makes money
You know what the biggest predictor of behaviour is? It’s incentives. There’s actually a great deal of research done about how your environment (Incentives) influences your behaviour, but we won’t go into that.
If you are a real estate agent, and you get 10% of all the money from the sale of a house, isn’t it in your best interest to get the price as high as possible? To promote it as much as you could?
The answer is obvious: Of course it is.
Same thing with YouTube and Google. It’s in Google’s best interest to promote YouTube videos in their search. And guess what? That’s exactly what they do.
So what does this mean for you?
This means that you not only have access to over a billion users on YouTube itself, you also have the highest potential of getting views through Google. Hosting and content marketing on another video platform makes no sense in this regard, when you understand the incentives in place for Google.
#2 Video VS Text
Ok so this is a big selling point to YouTube and video in general. It’s just a fact that video has higher retention than text based content marketing. Here are some facts you might not know:
Consumers are 39 percent more likely to share content if it’s delivered via video, and 36 percent more likely to comment and 56 percent more likely to give that video a coveted “like.”
Videos are processed by the brain 60,000 times faster than text
Just think about that: Your brain processes information 60,000 times faster than you’re reading this text right now.
Now that’s great, but how effective is it?
Here are some more quotes from research regarding video effectiveness in content marketing:
Diode Digital found that video promotion is 600% more effective than print and direct mail combined. They also found that, before reading any text, 60% of site visitors will watch a video if available.
If you’ve ever clicked on an article and it has a video summarising the same thing, wouldn’t you usually watch the video?
Now I could keep showing you how effective video really is, because of the sheer amount of research there is backing it up. But I won’t because I think you got the point:
Video should be a large chunk of your content marketing moving forward
And what's the best site to host video? Youtube.
Now let’s move onto the third great feature of YouTube:
#3 Data tracking and Analytics
“Let’s look at what the data says”
This statement should be said in every boardroom meeting in every company whenever they are assessing performance. Without looking at the data, companies and people get into meaningless, opinion driven arguments like this:
I think this video is better than the others (Check the data to test that claim)
This is the best country in the world (Have you been to every country? Standard of living figures and HDI Data is far more accurate than opinions)
You see the thing is analytics enables us to look at things objectively
To look at the big picture.
To not play favourites and let the numbers do the talking.
Let’s look at the story of Sumome
Basically Sumome helps bloggers and websites grow their audience and grow their email list. You ever been reading a blog and get those pop ups asking to subscribe to the sites email list?
There’s a good bet that a majority of those were powered by Sumome.
They had a stroke of genius
They used data and tracking to take a look at when visitors were most likely to leave a site. And guess what they did? They used that data to place a pop up box right when visitors were about to leave, to maximise opt ins.
Here’s a direct quote from Sumome:
List Builder’s Smart Mode technology detects the exact moment when a visitors is about to leave. Immediately, a beautiful lightbox pops up asking for the visitor’s email address.
This is the power of Analytics
If we turn our attention to YouTube, you can see how we can do something similar to Sumome.
Look at when the retention rate drops off, I’ll use a screenshot from my YouTube analytics dashboard as an example:
So this is my most viewed video, just shy of 650,000 views. Now let’s say I want to get as many likes on the video as possible, here’s what I’d do:
As you can see the video retention point is at around 55% of the video or to be exact 1:14 minutes into the video.
What if simply before most viewers click away, I put a little annotation saying ‘Did this video help you? Give it a like’.
What if you want more users coming to your site? How about something like this?
Back to the example
So as in the example of my video, I’d place either annotation about 10 seconds before the average retention drop off. So in my example I’d place an annotation at 1:04.
This adds a really unique perspective if you think about it:
It doesn’t feel ‘Salesy’. A person without analytics would put it at the start of the video. Seems a bit like begging for likes.
Also by the 1:14 point (Average retention time), I’ve likely already helped people with what they were looking for. So asking to give a like right before that point works with natural human psychology. People like to reciprocate (Give back) and they feel indebted to give back to those who helped them. So analytics has essentially helped us optimise for likes or visits to website by working with a core psychological principle.
I’ve just scratched the surface of the possibilities if analytics are used properly. YouTube’s creator studio provides a whole suite of similar metrics which can help you get the most out of your content marketing.
This is all well and good, but how much does it cost?
Which brings me to my last point.
#4 Relative Costs
The cost is nothing to upload videos to YouTube.
YouTube is structured in a brilliant way so that the viewers and the content creators don’t have to pay to get started. Advertisers pay YouTube per view, viewers view the ads and pay with roughly 20 seconds of their time and creators get a cut of the revenue which advertisers pay to YouTube.
The free entry for any content creator is a huge reason to get on board with YouTube in itself. You’re telling me you can rank #1 on the second biggest search engine in the world for free? Yep.
Let’s take a look at Google PPC
Google Pay per click means that to rank for competitive keywords, you have to bid against other sites for that keyword. This strategy by nature means that every year companies are going to bid more and more, and that’s exactly what has happened:
Auctions make real estate agents money
And Google PPC is just like that. You can bid for keywords. It is in essence an auction.
And just like real estate agents love auctions, Google loves PPC. With PPC budgets ranging from $50 to $50,000 per month, Google is the real winner here. And if you didn’t already know, Google’s 20% profit margins make investors salivate.
You see I had to give the example of Google PPC to show just how much content marketing costs. Even running a blog needs hosting, domain name subscription, security plugin costs etc.
Content marketing on YouTube
So this combination of being the second largest search engine and associated with Google, Video effectiveness, Analytics and Free entry costs makes YouTube such a unique platform.
So unique in fact that all things considered, there is a legitimate case for it being the #1 content marketing platform right now and into the future.
So here’s the lesson:
This article outlined the big reasons why content marketing via YouTube should be part of your strategy going forward. The best time to get started is right now. Taking advantage of one of the cornerstones of the internet should be a priority for any content marketer.
Written By Pramu Chandraratne. Originally appeared on Beayoutuber.com
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Table #1: Taylor Pearson's post on future insights
Graphic #1: America's best employers
Graphic #2: Search Engine Market share
Graphic #3: Overlay Annotation Link to our website
Graphic #4: Youtube Business Model
Table #2: Average PPC Costs
Video Retention sources: