YouTube has catapulted it’s way into search engine excellence! Since it’s introduction to the world in 2005, YouTube is now the second largest search engine, falling short to no other than their owner, Google. Not to mention, it’s bigger than Bing, Yahoo!, Ask and AOL combined!
Impressive right? But, why does YouTube deserve it’s spot at the top and why should be a major part of your digital marketing efforts?
Is it because it’s filled with racks on racks of organic content – created by consumers for consumers?
Or, maybe because it’s so easy that even a cave man can do it?
Yes! No…not sure, well it’s fine. Sit tight, as I pinpoint 3 reasons why YouTube is a top resource for consumers and why you should tap into it.
1.) It Humanizes a Brand
YouTube offers a unique quality to businesses. It allows companies to effectively humanize their brands. YouTube videos allow consumers to begin putting faces with the brand and it also offers a much more casual platform in which consumers can engage with visual content.
A way in which a company can begin doing this is by recruiting a few YouTubers who embody every element of their brand and who also possess a large YouTube following filled with their target audience, to serve as brand ambassadors.
Additionally, companies could also start posting their own videos. Videos featuring employees and industry professionals speaking genuinely about their products and services.
So now you are probably wondering why this can’t be done in digital marketing solely through Facebook, Twitter, or whichever other social media networks you can think of?
Well, with different forms of emerging media being on the rise within digital marketing, some consumers have began preferring to be reached visually – as opposed to by text. Plus, YouTube videos are universal.
Video content should be a pillar of your digital marketing strategy because it is only second to face-to-face interaction as a tool to humanize your brand. When people are searching YouTube, they are actively trying to learn more about products and services. It is extremely easy to share YouTube videos via social networks, or embed on websites or blogs.
YouTube allows a brand to reach those consumers interested in their products on a platform that they enjoy using, which also allowing room for commentary and suggestions … i.e. the comment boxes.
2.) People flock to YouTube for Product Reviews
Before I may any major purchases (and by that I mean any purchases that can’t be classified as necessities to live), I always search for product reviews. While written reviews were once the norm, I have noticed that I, just like a lot of consumers, now prefer video.
There’s just something about seeing someone else with the product that you are about to buy… actually having it and using it.
Luckily, I am not the only one obsessed with utilizing YouTube for this reason.
More than 25 percent of participants said they used online video to learn about products “a few times a week,” and more than 20 percent use it “a few times a month.” 47 percent said they would be more likely to investigate the product upon seeing it in a video. While some reported feeling neutral about products in videos, less than seven percent said they would prefer to see no products in the online videos they watched.
The majority of survey respondents said they were more likely to buy a product they saw in a positive online review, and more than 42 percent believe YouTube to be the most trustworthy source of product reviews.
So how does product reviews contribute to YouTube’s greatness. A lot of the content posted on YouTube is reviews and YouTube has became a trusted entity within consumer’s eyes when researching product reviews.
Now, how can your company benefit from this? By monitoring what consumers are saying in their product reviews about your products and services. This will allow you to gain greater access into the minds of your consumers and will help with identifying any changes that need to be made to improve your product.
Additionally, this is where your brand ambassadors could come in again. After offering them an opportunity to serve as a face for your company, you can begin endorsing their videos that showcase products that you sent them for review.
3.) People also search YouTube for Tutorials
I wanted it. I bought it. Now how do I use it?
Along with product reviews, a lot of consumers jump right into searching for tutorials right after. The reviews are the persuading force that solidifies their want to purchase the product, and if the are mostly positive, the consumers usually move forward with buying the products.
So after buying these products they have invested so much time researching, it usually urges consumers into wanting to fully understand how to get the most out of their purchases. This is where tutorials come in… to show them how to use nearly every feature or maximize their service.
Once again, this is where those ambassadors can come into the picture and save your day. They can upload tutorial videos of them utilizing your products or services.
Or, your actual company itself can upload a few different tutorial videos on their page for consumers interested in learning more about their products or services.
Well that’s all folks! YouTube is definitely a resource that should be utilized by your digital marketing department. It could essentially help make or break your efforts in converting potential consumers into actual consumers.
P.S., make sure to check out this amazing info-graphic from Mushroom Networks all about YouTube’s claim to fame as a top of the line search engine!
Created by Mushroom Networks
Katra Cunningham is an IMC student currently in IMC 619 Emerging Media & the Market. This blog post originally appear on her blog: Emerging Media…as told by Katra. Check out her blog for more posts!