YouTube isn't just the ultimate destination for video content. It's a social media platform, search engine and advertising mega-machine.
The platform’s popularity and engagement continue to grow, with a third of internet users logging in every month. It's not slowing down anytime soon.
Let dive in and check out the business owners and managers must know about YouTube in 2020 because you can't exclude it from your marketing mix any longer.
What is YouTube?
Don’t roll your eyes; this isn’t a silly question with a simple answer.
YouTube is more than just the world’s most popular video-sharing platform. Sure, YouTube allows its users to upload, view, rate, share, comment on videos and subscribe to video channels, but that's not all it does.
YouTube is the ultimate online library
YouTube is a font of free knowledge. If you want to learn how to do anything from how to boil an egg to the nitty-gritty of astrophysics, YouTube is the place for information.
It also offers countless sources of entertainment and a platform for anyone and everyone to get their voice heard globally.
YouTube is the second largest search engine
Only one place behind its parent company Google’s flagship offering, YouTube is now the world’s second most popular search engine. YouTube's easy interface, combined with the soaring popularity of video content, attracts around 3 billion searches per month – easily outranking Bing, Yahoo, AOL, and Ask.com combined.
YouTube is a social media platform
Often left out of social media marketing plan. YouTube isn't just a social media platform; it's one of the biggest out there.
In basic terms, social media is any site that offers a network of people an online space to make connections.
Does YouTube fit the bill? It sure does! YouTube users do more than watch funny cat videos, the create and upload their video content, they discuss their favourite videos, influencers and channels and they form online relationships with people all around the world based on shared interested.
More than 2 Billion logged-in users visit YouTube each month. That’s right, one-third of the internet visit the platform monthly, making it one of the more prominent social media platforms on the web right now.
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YouTube is an advertising powerhouse
YouTube is a money-making machine. It’s free, you say? How can it make money? Simple, YouTube, just like most Google platforms, is an advertising superstar.
This year, despite a raging pandemic, economic downturn, civil unrest and an orange President, YouTube is predicted to make $5.5 billion dollars in advertising revenue in the US alone - double what it made off advertising just four years ago.
YouTube by the Numbers: How to take advantage of the trends
Now you know YouTube is an internet behemoth. So, let’s take a closer look at how and why people use YouTube.
A strong understanding of the platform's potential will help you craft a practical and effective strategy to get the attention of your audience and keep it.
User-generated video content is king
Did you know that more video content is uploaded to the internet in a single month than traditional television networks have produced in almost three decades?
That’s right! More than 500 hours of video are uploaded to YouTube every minute. Most of its user-generated content created by everyday people, not brands.
User-generate content is authentic. YouTube users trust their peers more than they trust traditional brands and businesses. On YouTube, user-generated content gets ten times more views than content created and published by companies first-hand.
Promoting user-generated content or third-party endorsement is a great way to score credibility points while expanding your reach.
That’s why many businesses are switching to influencers strategies instead of old-school product promotion. Engaging influencers to do your frontline promos for you, you can humanise your brand and tell a story at the same time.
We love our mobiles, but sometimes YouTube is better on the TV.
While around 70 percent of YouTube watch time comes from mobile devices, such as smartphones and tablets, watching YouTube on TV screens is becoming increasingly popular.
YouTube is second only to streaming giant, Netflix when it comes to being the preferred TV video platform among 18-34-year-olds. As of March 2019, users were watching over 250 million hours of YouTube on TV screens – a jump of almost 40 percent in less than a year!
With millions of people around the world stuck inside thanks to the COVID-19 pandemic, this number is predicted to go through the roof in 2020.
The takeaway? Make sure your content is optimised for both television and mobile viewing.
Popular YouTube content is familiar and original at the same time.
After music film clips, product reviews, instruction how-to videos and vlogs are the top three types of videos on YouTube. While it’s unlikely you’re going to release the next Despacito or Gangdum Style, the great thing is that three other video formats are easy to film and can be tailored to almost any business niche without much effort.
Webinars are also up there with top-performing content, especially when it comes to attracting and converting B2B leads because they’re informative and personal.
But it's not enough to replicate everyone else's ideas. You need a hint of something special to beat your competition, and with 30,000 videos, being uploaded to YouTube every hour there's a lot of it.
People want to see authentic content. Think about what makes you and your brand unique and double down. Are you a natural frontman like Freddie Mercury or do you produce slick animations? Do you have access to heart-wrenching human-interest stories or is humour more your thing?
Leap into YouTube in 2020
Despite the global push for video content, businesses are still falling behind in nurturing their YouTube presence. So, now’s the time to get the edge on your competition and launch your YouTube strategy first.
Need help? Contact us to discuss your YouTube video content strategy or subscribe to our mailing list for handy hints and templates.