Advertisers, You Need YouTube
Why YouTube will revolutionize your marketing efforts? Every month, 1 billion unique users visit YouTube, searching for entertaining, interesting, and compelling video content. Brands can provide this content, yet many are foolishly
overlooking this powerful platform and its enormous captive audience. It's time for brands to join the YouTube world and reach consumers in this popular online environment.
The increasing importance of video marketing
- Consumers are exhausted by traditional marketing media and methods. Content marketing - providing readers with engaging, inspiring, educational, and informative content - is now the best way to build relationships with consumers.
YouTube is the ideal platform to showcase this type of content, making it an increasingly vital tool.
- Digital video ad spend: 1) 2011 - $2.00 billion; 2) 2012 - $2.93 billion; 3) 2013 - $4.14 billion (projected); 4) 2014 - $5.75 billion (projected); 5) 2015 - $6.99 billion (projected); 6) 2016 - $8.04 billion (projected).
The allure of advertising on YouTube
- Each company on AdAge's 100 Leading National Advertisers list runs campaigns on YouTube in an effort to further its social media exposure.
- Top brands on YouTube. The leading brands on YouTube have developed their audiences by balancing engaging content with a clear message, and they've gotten results. The top 500 brands on YouTube have, on average: 1) 884.000
monthly views; 2) 98.000 views per video; 3) 35.000 subscribers. But there's room to grow, as the top brands on YouTube also average: 1) 203.000 Twitter followers; 2) 2.6 million Facebook likes.
- Top channels on YouTube. The average top 1.000 channel sees: 1) $23.000 in monthly ad revenue; 2) 350 social interactions are generated for each minute of video uploaded by the top 1.000 channels. Each month, subscribers to the
top 1.000 channels are responsible for: 1) 7.5 million favorite videos; 2) 25 million comments; 3) 55 million ratings.
- Increasing exposure and revenue. With its "The Man Your Man Could Smell Like" campaign, Old Spice became the most-viewed sponsored channel on YouTube. It also stirred up brand results beyond YouTube: 1) 80.000 new
Twitter followers for the brand in 2 days; 2) 8000% Facebook interaction increase; 3) 107% sales figure increase. Exposure is valued highly, in addition to ad revenue. In 2012, "Gangnam Style", the most popular YouTube video ever,
saw: 1) 1 billion+ YouTube views; 2) $870.000 in ad revenue from YouTube.
The dynamic growth of YouTube
- 100 hours of video are uploaded to YouTube every minute and, these days, YouTube reaches more US adult ages 18 to 34 than any cable network. And it's still growing.
- Frequency that US Internet users check YouTube: 1) Few times per week - 27.5%; 2) Every day - 21.7%; 3) Few times per month - 14.5%; 4) Rarely - 13.7%; 5) Once per week - 10%; 6) Never - 8.5%; 7) Once per month - 4%.
- As popular as ever. YouTube, owned by Google since 2006, is the giant among online video sites.
- Favorite video sites of US Internet users, March 2013 (Keys: Videos (thousands); Unique visitors (thousands)): 1) Google sites: Videos (thousands) - 12.777.222; Unique visitors (thousands) - 153.924; 2) Facebook: Videos
(thousands) - 705.602; Unique visitors (thousands) - 63.821; 3) Vevo: Videos (thousands) - 585.213; Unique visitors (thousands) - 51.986; 4) Yahoo! sites: Videos (thousands) - 371.667; Unique visitors (thousands) - 50.303;
5) Viacom Digital: Videos (thousands) - 456.070; Unique visitors (thousands) - 43.834.
- Its users spend significantly more time on YouTube than on other video sites. Average time per viewer, March 2013: 1) Google sites - 397.1 minutes; 2) News Distribution Network - 85.4 minutes; 3) America Online - 59.4
- And they're hungry for more. Total hours of video watched on YouTube: 1) May 2012 - 3 billion hours; 2) August 2012 - 4 billion hours; 3) May 2013 - 6 billion hours.
- Online video is an ever-growing medium, and YouTube is at the epicenter. Smart brands should leverage this platform and its captive audience, creating content not only for the consumers they have, but also for the consumers
Sources: aytm.com; comscore.com; youtube-global.blogspot.com; mashable.com; emarketer.com; venturebeat.com; google.com/video; openslatestudios.com; jeffbullas.com; theatlantic.com | MDGadvertising.com; Twitter: