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This is a guest post by Katie Nohr, a content creator for Wondershare Filmora, a great video editor for beginners and intermediate video creators.
Starting to benefit from your YouTube channel is a step toward building recognition within your industry. It’s also a big leap toward earning the interest and trust of potential customers or clients. Here’s why:
80% of Content We Consume Online Will Be Video
When we’re browsing the internet, most of us are fussy and easily distracted. We click away because we don’t see the answer we’re looking immediately or because we see a link that looks more interesting. In order to make an impact online, you’ll need to find a way to hold people’s attention.
Video is one of the best ways to do that. In fact, as early as 2019, it will account for 80% of what we consume online, according to Social Media Today. If you’re making a plan to build your business’s presence online, video will be essential to your strategy.
1 Billion Hours of YouTube Videos are Watched Per Day
YouTube is the second largest online search engine and it plays a major role in shaping consumer purchasing decisions. Far beyond enjoying funny cat videos, we turn to YouTube for answers.
According to Think with Google, 62% of consumers watch product review videos before making a purchase.
Reviews, tutorials, “hauls,” seasonal favorites, unboxings, and first impressions are just a few types of product-focused content that are popular. Viewers search YouTube to learn about the things they’re thinking about buying and to discover new things to purchase.
It has also become popular to watch travel and lifestyle videos for ideas on things like destinations, hotels, and restaurants.
YouTube Reaches More People Than Any TV Network
The majority of the people you want to reach are watching YouTube. Here’s how we know:
- Mobile YouTube viewership has increased 50% year-over-year.
- YouTube viewership on TV screens has increased 50% year-over-year.
- Overall viewership of YouTube has increased 60% year-over-year.
YouTube is watched twice as much as traditional television. No matter what content a person is looking for, they're probably going to end up consuming it on YouTube. This is just one reason why YouTube for ecommerce and other types of business has become very popular.
In research from Think with Google, 91% of smartphone users turn to their phones for ideas about what to do and how to do it. YouTube is one of the primary sources of those ideas.
Only 9% of Small Businesses Use YouTube
Online video can be an useful tool to build the reputation of your business, but not a lot of small/medium-sized businesses are tapping into its potential. Here are a few reasons why that might be:
- Lack of expertise
- No budget for equipment
- No content ideas
These are the perceived barriers to starting a YouTube channel, but most of them aren’t actually relevant anymore. You do not need the same kind of video equipment to get into YouTube that they use on film sets, even as a brand. You can make high quality YouTube videos using a $400 DSLR or the smartphone you already have.
As for expertise and content ideas – there’s no reason you have to create anything elaborate as a small business on YouTube. Your audience will appreciate things like tips, simple solutions, and “how to” content, and will not be expecting short films or beautiful cinematic videos.
If you are looking for advice about camera and filming, Filmora, video editing platform, has built a YouTube playlist that will help you create videos that’ll make you proud.
95% of Instagram Users Also Use YouTube
Building a presence online isn’t just about having one social media account. Most people use multiple social media platforms, so they follow people and brands they like on multiple platforms.
The most popular creators on YouTube also have huge followings on sites like Instagram, Twitter, and Facebook. For example, Markiplier is a YouTube star with 22 million subscribers and he also has 7 million Instagram followers and over 11 million Twitter followers.
If you’re already on other social platforms you can use them to grow a YouTube channel, and you can use the content you create for YouTube to support your other accounts. Having more accounts makes you more accessible to your audience and helps you hold their attention throughout the time they spend online. Here’s more overlap stats related to YouTube, according to a 2018 report by Pew Research Center:
- 87% of Facebook users use YouTube
- 95% of Twitter users use YouTube
- 95% of Snapchat users use YouTube
- 92% of WhatsApp users use YouTube
- 92% of Pinterest users use YouTube
- 94% of LinkedIn users use YouTube
Even though your viewers have subscribed to your YouTube channel, your latest published video may not appear in the YouTube homepage or as a suggested video. This is why it is so important to expand your audience outside of YouTube onto other social media platforms such as Instagram, Twitter, and Facebook. The more ways you have of reaching your audience, the better visibility you will give your videos.
‘How to’ Content is Getting More Popular
There has been a 70% increase in popularity of How to content, year over year. According to Google, 67% of millennials think they can learn anything on YouTube.
We all have multiple “I want to do__” moments per day, and it’s through these moments that you can grab your audience’s attention with a YouTube video. Whether you’re teaching your audience how to use your product or a skill related to your product or service – anything from cupcake decorating to home renovations to setting up a living room sound system – providing “how to” content means you’re both adding value for potential clients and capitalizing on a major emerging trend.
As an example, Valspar Paint has a channel where they post videos answering any question you might have when you’re painting or thinking about painting: from choosing the right brushes to selecting the best colors for different rooms.
“How to” content is one of the best ways to build a relationship with the communities you want to engage. Beyond your brand’s YouTube channel, this type of content is great for embedding in your blog or website.
Live Videos Increase Trust
Multiple social media platforms now notify us about live broadcasts. Live video is popular both because it feels authentic and because it carries all the excitement of an event. Viewers get to feel anticipation leading up to the live broadcast and plan how they want to participate.
Viewers on YouTube engage with content socially, the same way they engage with content on Facebook or other social platforms, and live videos are one way you can do that.
Live videos build trust and help you keep your brand top of mind.
Video is becoming the most important type of online content, and YouTube is the number one site for online video. Although only a small percentage of small businesses bother having YouTube channels, the potential benefits of starting one should greatly outweigh any concerns about equipment or content.
Two genre of content that are only becoming more popular, “how to” videos and live broadcasts, are ideal video types for businesses. They allow you to demonstrate your expertise on a topic while building a positive relationship with viewers by adding value.
Frequently Asked Questions
How can YouTube benefit my business?
YouTube offers a vast audience, allowing you to reach potential customers through engaging video content, increase brand visibility, showcase products or services, and establish a more personal connection with your audience.
What types of businesses can benefit from YouTube marketing?
Virtually any business can benefit from YouTube, whether it's showcasing tutorials, product demos, entertainment, educational content, or sharing customer testimonials, all helping to engage and connect with your target audience.
How can YouTube analytics help in measuring success?
YouTube's analytics offer insights into viewer demographics, engagement metrics, and performance trends, helping you refine your content strategy and make informed decisions to optimize your business's YouTube presence.
The Bottom Line
Leveraging YouTube for your business can be a transformative strategy with a multitude of benefits. Its extensive reach and engagement potential allow you to tap into a global audience, fostering brand awareness and loyalty.
The visual and interactive nature of video content helps convey your message more effectively, creating a personal connection with your customers. By utilizing YouTube's analytics, you can continually refine your approach, ensuring that your business not only thrives in the digital landscape but also establishes a meaningful presence in the hearts and minds of your target audience.
