Can you use the potential of YouTube to connect with your current and prospective customers?

With over 2.5 billion monthly active users, YouTube is the second largest social network after Facebook’s 2.9 billion users.

As such, YouTube can become a very cost-effective place for brands to market their products and services to consumers, using unique content in a format that viewers can easily consume and share. There is a nature. Businesses can also leverage content from influencers and other brand advocates to showcase their culture, messaging, products, and more.

In this article, we’ll take a look at how businesses are using YouTube for marketing and the challenges that come with social video platforms.

Why Brands Use YouTube Marketing

Over 1 billion hours of video are watched on YouTube every day and 500 hours of content is uploaded every minute. Consumers use YouTube for entertainment, education, tutorials, and product research.

Apart from the content that appears on a brand’s own YouTube channel, businesses can work with influencers to provide reviews of products and services that customers or prospects of the brand can view and purchase. You can decide if you want it or not. Brands can also create video ads that play intermittently while users watch related videos.

According to Google, 70% of users buy products after seeing them on YouTube. Video marketing is hugely popular, with 86% of brands now using video as a marketing tool, according to a Wyzowl report.

Wyzowl 2022 Video Usage Chart

Christian Brown, co-founder and CMO of influencer marketing network Glewee, told CMSWire how brands are using YouTube for marketing.

“Some brands use YouTube to showcase their products and services, some use it to connect and build relationships with their customers, others use it to drive traffic to their website or blog. We also have brands,” said Brown. “Whatever way a brand uses YouTube, the important thing is that they are creating quality content that engages their audience.”

Using branded videos on YouTube

To effectively use branded videos on YouTube, you need to understand the concept of brands and branding. A brand is how the outside world perceives your business, and branding is the act of creating and building on your own distinctive brand.

A brand identity consists of a set of creative elements that go into the branding process and includes a brand’s website, social media presence, and logo. These elements communicate your brand’s values, purpose and message to your customers. In today’s market, YouTube makes a lot of sense as a place to establish your brand identity.

The traditional TV market has dried up somewhat, but YouTube continues to gain broad reach. Global programmatic media Oscar London, senior vice president of partnerships at his partner MiQ, told CMSWire about the overlap between TV and YouTube ads.

“There are examples in some industries of reaching a million to two million more people than TV alone. To do.”

London said that TV and CTV formats are great ways to find consumers if marketers want to raise brand awareness and attract new prospects, but linear TV doesn’t reach as many consumers as it used to. I explained that I was no longer reachable.

“YouTube is in a great position to capture some of those TV dollars because of that, given the app on CTV and the ability to test different creatives for specific audiences,” he said. rice field.

Using influencer videos on YouTube

Influencer marketing is a form of social media marketing that typically involves endorsements and product placements from influencers (i.e., people who are perceived to have expert-level knowledge or social influence in the field). included.

It’s a great way to reach a large number of customers and prospects and provides a fun way to introduce these customers to your products and services.

“Influencer marketing can provide an efficient and cost-effective way to reach your target audience and build brand awareness,” says Brown. “Influencer marketing, if done right, can be invaluable to boost sales and grow your business, especially for ecommerce brands.”

influencer videos

Influencers don’t have to have millions of followers to be useful. Pictured above, Randy from NotaRubicon Productions has just over 100,000 followers. But since he covers a narrow market (GMRS, or General Mobile Radio Service and amateur radio), many radio brands send him radios and review them on his YouTube channel.

Randy maintains the radio, creating fresh content for his audience, and brands receive video promotion in the form of reviews for the price of a radio.

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