Over the past few years, the popularity of video usage in digital marketing has soared.
YouTube has led this trend, growing from 192 million viewers in 2018 to more than 210 million viewers in 2022. The site receives a whopping 30 million visitors daily and has more than 2 billion logged-in users each month, making it the third highest visited website across the internet, following Google and Facebook.
Following Google, YouTube is the second most popular search engine—overshadowing Bing, Yahoo and other video creators are generating a significant amount of content as well. More than 400 hours of video are uploaded to YouTube every minute.
Additionally, using YouTube for marketing is lucrative, with 70 percent of people sharing they bought a brand as a result of seeing it on YouTube, according to a study by Google in 2020.
How can businesses use YouTube to diversify their digital marketing and tap into more potential customers?
As with any recommendation from marketing experts, Intrada Technologies’ digital marketing team recommends beginning with a solid marketing plan.
An overall marketing plan should provide measurable goals and clear direction on what products or services your organization will feature, the approach your digital marketing should take and the tactics—or methods the business will use—to achieve those goals.
For the majority of the small to medium-sized businesses Intrada works with, utilizing video could be a nice compliment to other existing marketing and social media strategies. Remember, most customers need at least seven to ten touches from your organization before they are ready to purchase.
If your business desires to increase customer visits to a location, increase trust or grow residency rates, video can be used to achieve all these goals.
Videos can capture customers’ attention with compelling content, moving them emotionally and inspiring them to act. According to HubSpot research, adding a quality video to a landing page can increase conversion rates by 80 percent.
Intrada Technologies digital marketing team has helped clients develop their YouTube channels. When creating a channel, there are a variety of resources available to help businesses get started, brand the channel and grow viewership.
Determining the content of your organization’s videos, how frequently you will post videos and ways you will promote viewership will all be important as you develop your video marketing plans. Consumers appreciate videos that tell a story, so consider ways you can tell stories that engage, educate and inform without being overly salesy.
Writing quality video descriptions with tagging and applicable keywords also positions videos for success. Be sure to include the primary keyword in the title of every YouTube video you post.
Creating a YouTube channel can be relatively easy, but growing the YouTube channel through increased viewership and maximum effectiveness will require hard work.
Just like YouTube’s parent organization Google constantly tweaks algorithms to be relevant and more effective, YouTube does as well. Videos that may be popular today could fall off of the radar tomorrow. It pays to watch trends and to be prepared with evergreen content.
When planning content for your YouTube digital marketing efforts, be sure to research what is trending and the ways that your audience prefers to receive communication from your organization.
In 2022, popular videos include:
Consider these trends, how they may fit into your marketing plan and ways to create quality content that will match your budget and achieve your goals.
If you would like to consider adding YouTube to your digital marketing mix, contact Intrada Technologies. We have partnered with organizations to create and brand their YouTube channels, develop them and broadcast live and hybrid events through their YouTube channels.
Learn more about how digital marketing and video services can grow your ability to communicate with and convert prospective and existing customers by contacting Nicole Keiner, Rachel Edwards, or James Haywood by calling (800) 858-5745.
Intrada helped Rotary District 7360 hold their annual international Conference in 2021—hybrid-style. | |
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Intrada assisted the Home Care Association of America with a virtual launch event for their policy priorities in 2022. |
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