Can you remember the last How-To article you read? Last time you watched live TV? Waiting rooms, taxis, and the little TV’s on the gas pump don’t count – I mean the last time you intentionally watched TV – the kind that has channels and shows that start according to the clock and not according to your schedule.
How about the last YouTube video you watched?
Nearly half of all marketing professionals plan to add YouTube to their marketing strategy over the next year. And as the second top search engine in the world, that statistic is no surprise. In fact, almost 2 billion logged-in users visit YouTube every month—that’s half the internet, according to YouTube itself. In case you need more convincing, here are some reasons to incorporate YouTube into your digital marketing strategy.
The Bottom Line
Young people actually watch YouTube more than both live TV AND Netflix. It’s the place to be if you’re marketing a product or brand to the 18-34-year-old demographic. The market for YouTube videos isn’t limited to that age group though. According to a 2017 forecast by Cisco, “globally, IP video traffic will be 82 percent of all IP traffic (both business and consumer) by 2022.”
Tutorials and product reviews are a great way to get involved if you have a product on the market. Users are more likely to move forward with a purchase after seeing a positive online review – and video allows consumers to actually see the product in action. If your YouTube channel features tutorials, walkthroughs, FAQ, Q&A, and review videos, your brand appears more authentic and transparent.
YouTube is the 2nd Most Visited Website in the World
One big contributor to YouTube’s crazy popularity is its ability to be used as a search engine. This means the market finds you and your product as long as your videos are named with search engines in mind. Users can search for cooking videos, DIY tutorials, foreign language classes, how-to videos, and more. Tbh, I may have (but definitely did) learn more about video editing and cinematography from YouTube videos and tutorials than I ever did in film school. Research shows 70% of millennial users watched a video to learn something new last year. So there you go – get on YouTube and let us lazy millennials teach you a thing or two.
This is a huge opportunity for businesses and brands to establish a unique presence on YouTube, offering one-of-a-kind content that addresses user needs. Young people are already heading to the site for their information and content needs – you just need to be there waiting.
Recommended reading: How to Brainstorm Creative YouTube Ideas
YouTube Reaches More American 18 – 34-Year-Olds than ANY TV Network
Kids these days – their favorite channel is the internet. You know, I was visiting a friend who has young kids the other day, and in typical 2019 fashion, the kid had her head in an iPad. I noticed she was watching these short 2-5 minute kid shows, and I couldn’t figure out what TV channel would be running such short time slots. So, I asked the kid.
“It’s YouTube Kids,” she said, wiping a booger on my shoulder.
So I felt kind of dumb for being a video person and not knowing this existed but I’m not five-years-old, so whatever. I guess it makes sense when I consider the hours I’ve wasted falling endlessly down the YouTube rabbit hole. Imagine if I were a child with even less willpower and an even shorter attention span. A disaster for parents and educators, but a goldmine for marketers.
According to a 2017 Business Insider article, teens actually watch more YouTube than any other TV format including live TV and Netflix. This is great news for content marketers because literally anyone with a camera and internet can upload to YouTube. You don’t have to be a production company or pay tens of thousands of dollars for a broadcast commercial spot. Nope, with a good video and some marketing savvy, your brand could see more exposure from marketing on YouTube than through any other major network.
People Have Watched 50,000 Years of Product Review Videos
That’s like 600 lifetimes. Not only are people coming to YouTube to watch videos, but they are using it as a purchasing decision tool. Your business can take advantage of this by encouraging your own customers to review their products on platforms like YouTube, and produce product explanation or roll-out videos and let customers comment with their thoughts.
Editor’s Note: This post was originally published in 2013 and has been updated for accuracy and relevancy.
Incorporate Video into Your Marketing Strategy with TalkingTree Creative
YouTube will only continue to grow, and your company can share that growth with a video marketing department of your own. We can support you from creation to distribution. Get in touch with us today about your next video project!