If you didn’t already know that visual content marketing was going to be a big deal in 2017, we’ve got a few HubSpot statistics to convince you of the fact:
- “37% of marketers said visual marketing was the most important form of content for their business…”
- “B2C marketers place greater importance on visual content than B2B marketers.”
- “74% of social media marketers use visual assets in their social media marketing…”
- “By 2017, video content will represent 74% of all internet traffic.”
Yes, 2017 is going to be THE year of visual, video marketing. What’s the biggest video hosting platform online right now? YouTube.
YouTube combines video hosting with a social media edge. YouTube is a social site in and of itself, with its own kind of comment and sharing system that mimics Facebook, and a SEO culture that’s akin to Google. It’s almost like its own Internet ecosystem…but is it an ecosystem you should be utilizing in your marketing schema?
Our verdict is pretty simple: if you have the means to invest in video content? YouTube can’t hurt — only help. Something you need to know about YouTube is that while it has its own SEO system, it still exists within the realm of Google. YouTube comments are tied to Google+, your video descriptions will help your video content rank in search results and quality videos help give your SMB more credibility. Not to mention: YouTube videos can help boost business visibility on yet another social media platform.
It’s also important to look at the specs of YouTube’s activity: over 1,325,000,000 people are using YouTube with 300 hours uploaded to YouTube every day. So, when you think about video marketing becoming the newest trend combined with YouTube’s massive traffic, the answer seems clear. YouTube is the way of the future.
How to Make YouTube Marketing a Worthy Investment
Still, just like other social platforms, it’s hard to find success without putting in a little effort. Most marketing videos don’t go viral without a lot of forethought — so don’t think that you’ll just happen upon YouTube marketing success without a little elbow grease.
Sometimes you need to take tried and true marketing out of the equation entirely — that’s to say, you don’t need to focus so much on 15 second ads as much as you do valuable content that people have a reason to watch. Ads are meant to be ads, not videos you use to gain credibility.
Explainer videos are a new marketing trend that are actually easier to craft than you might think. Take an infographic or list-format blog post and tah-dah — you’ve got the makings of an explainer video. These content pieces are all value and can build credibility for your brand.
Another form of video content that speaks directly to a brand is the company history video. These serve as bite-sized introductions to a business. Imagine them as what you’d show to new recruits during a training seminar to get them acquainted with brand basics.
Also, don’t forget about SEO. Choosing the right category and tags for a video, as well as adding a great blurb can help your video be found in the sea of YouTube content. A title should also be informative but punchy — think about how to craft a blog headline and you’re on the right track.
YouTube as a Personality Vehicle
YouTube also gives businesses the ability to add a more human element to the business when done correctly. Think about BuzzFeed and all of their various videos and channels on YouTube. While BuzzFeed is itself a very personality-filled brand, specific BuzzFeed employees have cultivated followings based on their personalities showcased in this video content.
Take this own approach to videos when crafting YouTube marketing content. An employee (or even yourself) can be showcased with more light hearted business material, or they can simply be used as the face of the company itself.
This level of personality leads to our final thought regarding YouTube: Interaction. Many don’t see YouTube as an interactive platform, especially when compared to other social sites like Twitter. This isn’t the case. YouTube content creators find that asking viewers to like, share and subscribe to their content leads to results. What makes viewers want to listen? A personality they can truly connect with.
Looking for more ideas? Go even more in depth with visual marketing and learn how you can use live video as a marketing strategy.