Let’s start with an impressive storm of numbers for the world’s largest video platform YouTube:
- Google bought YouTube in 2005 for $ 1.65 billion
- After Google, the video platform is the second largest search engine
- With nearly two billion active monthly users, YouTube is the second most popular social media platform
- For 18 to 49-year-olds, 8 out of 10 people watch videos on YouTube every month
- In the same age group, YouTube reaches more people than news channels and cable TV
- 85 percent of all companies use video marketing
- For 92 percent of companies, it’s an integral part of the marketing mix
- 95 percent of businesses plan to increase their video spend
- Every minute, 4.5 million videos are viewed worldwide on YouTube
- YouTube is responsible for 37 percent of all mobile Internet traffic
Video marketing has grown massively in popularity and has moved more and more from television to the Internet since the 90s (oh, they were nice ;-). But many companies do not know how to use video for their growth.
According to Neumann, there are good reasons for companies to get involved on YouTube with their channel. Those who are successful on YouTube are also successful on the Internet. The video platform alone is responsible for 37 percent of mobile traffic on the Internet. But there are other advantages:
- Video marketing improves brand visibility. Google and YouTube can read entire videos, not just headlines, and descriptions.
- Their viewers better remember videos.
- Videos build a stronger emotional bond and convey emotions better than texts or images.
- Anyone active on YouTube shows a high level of social competence because it can be liked, shared, and commented on.
- The conversion rate is above average.
- Customer loyalty through information and how-to content
For viewers, on the other hand, there are various incentives to visit or subscribe to a YouTube channel. The top five are:
- Information offer
- Brand/product sympathy
- Entertainment and fun (challenging field)
- Access to discounts
- Identification with the brand
What exactly is video marketing?
Strictly according to the definition: “Video marketing is the systematic distribution of video content via various channels to market the products or services of companies or individuals.”
First of all, ask yourself:
- What is my aim?
- Who is my target group?
- Which channels do I need to “distribute”?
- What time planning do I need in the “systematic distribution”?
- Which formats work?
- What is my budget?
Some great producers produce beautiful image videos, but companies ask themselves: “Why do I only have 50 views on it?” Image files do not work on YouTube. “Nobody searches for your corporate film on YouTube,” explains Neumann. “It is essential that you stop thinking in advertising. Brands have to feel like YouTubers: What content is wanted in the corporate brand environment? Teach, don’t sell! “Well suited are:
- How-To-Content: How does it work? How should I do that?
- Comedy: Demanding, but in great demand
- Product information: Not the advertising, but the inspiration with the products
How Often Should Companies Post Videos?
Preferably as often as possible. YouTube recommends uploading daily. However, some companies only manage it weekly or even monthly. Of course, that depends to a large extent on the resources available.
YouTube is a marathon. No sprint! Just being successful on YouTube doesn’t work. Neumann recommends that companies have to think in terms of three, six, or 12 months.
Also Read: Main Advertising Formats On Youtube