How to Tap Into the Benefits of YouTube Marketing

Are you tapping into YouTube’s potential to connect with current and prospective customers?

With over 2.5 billion active monthly users, YouTube ranks as the second largest social network, just under Facebook’s 2.9 billion users.

As such, YouTube can be a very cost-effective place for brands to market their products and services to consumers using their own unique content in a format that’s easy for viewers to consume and share. Companies can also utilize content from influencers and other brand advocates to showcase their culture, messaging, products and more.

This article will look at the ways businesses are using YouTube for marketing, as well as the challenges that come with the social video platform.

Why Should Brands Use YouTube Marketing?

People watch more than a billion hours of video on YouTube each day, and 500 hours of content are uploaded every minute. Consumers use YouTube for entertainment, education, tutorials and product research.

Aside from the content that appears on a brand’s own YouTube channel, companies can work with influencers to provide reviews of products and services, and the brand’s customers or prospects can watch those review videos to determine whether or not they wish to make a purchase. Brands can also create video advertisements that play intermittently while users watch related videos.

According to Google, 70% of users have purchased a product after seeing it on YouTube. Video marketing is very popular, and a report from Wyzowl revealed that 86% of brands currently use video as a marketing tool.

Wyzowl 2022 Video Usage Chart
Wyzowl

Christian Brown, co-founder and CMO of Glewee, an influencer marketing network, spoke with CMSWire about the ways brands use YouTube for marketing.

“Some brands use YouTube to showcase their products and services, others to connect with customers and build relationships and others to drive traffic to their websites or blogs,” said Brown. “Whichever way a brand chooses to use YouTube, the important thing is that they’re creating quality content that will engage viewers.”

Using Branded Videos on YouTube

To use branded videos on YouTube effectively, one must understand the concept of brands and branding. A brand is the way the outside world perceives a business, while branding is the act of creating and building upon a unique, distinctive brand.

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

Where traditional TV markets have somewhat dried up, YouTube continues to have a wide reach. Oscar Rondon, SVP of partnerships for MiQ, a global programmatic media partner, spoke with CMSWire about the overlap between TV advertising and YouTube advertising.

“We have examples across several verticals where we see that we can reach 1–2 million more people than TV alone,” said Rondon, “which means the message gets into homes of consumers who were not exposed by traditional media investments.”

Rondon explained that when a marketer wants to drive brand awareness and attract new prospects, TV and CTV formats are great avenues to find consumers — but that linear TV no longer reaches as many consumers as it once did.

“YouTube is therefore in a great position to capture some of those TV dollars,” he said, “given their apps on CTV and the ability to test different creatives for specific audiences.”

Using Influencer Videos on YouTube

Influencer marketing is a type of social media marketing that typically involves endorsements and product placement from influencers — that is, people with a purported expert level of knowledge or social influence in their field.

It’s a great way to reach large numbers of customers and leads and provides those customers with an entertaining way of becoming aware of a product or service.

“Influencer marketing can provide an efficient and cost-effective way to reach target audiences and build brand awareness,” said Brown. “When done correctly, influencer marketing can be invaluable for driving sales and growing a business, especially with ecommerce brands.”

influencer video

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

Randy gets to keep the radio, creates fresh content for his viewers and the brands get a video promotion in the form of a review for simply the price of one radio.

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