ALL ABOARD THE VIDEO MARKETING TRAIN.
Businesses, large and small, cool and otherwise, are buying a one way ticket to content marketing heaven.
YouTube has made the process of sharing your content almost effortless, so all you really have to do is make a decent video, throw it up there, and pre-order your luxury watercraft, right? RIGHT??
Amazingly, this is how many organisations – even the really big boys – think when it comes to video content. There is a severe and unrelenting focus on creation, to the point where the actual marketing of it – getting it to a point where people will actually see it – is just a whimsical afterthought when they’re bathing in the glory of their recently produced masterpiece.
This creation/marketing focus imbalance is rife throughout organisations that try to capitalise on the potentially bottomless goldmine of YouTube. A study of the YouTube performance of the world’s biggest 100 brands came back with some interesting results. Of the 200,000 videos the big players had put up, over 50 percent hadn’t even hit 1,000 views. A dog in a silly hat would hit that mark within 10 minutes.
Because all those views would come from me.
USD 4.3 billion was spent by these companies on said clips. That is a fairly large bag of dough that, when you look at the actual performance of the bulk of the videos, is merrily being flushed down the toilet.
So it seems from the top down, organisations need to take a long hard look at their video content marketing strategies.
What is video strategy? It’s the approach you take in order to get more eyes on your content. And what are some key tips to keep in mind when you are developing yours? Let’s find out.
Will there be any more rhetorical questions that I’ll be forced to read? No. I promise.
The most successful YouTube content marketers make sure there’s seamless integration between their YouTube channel and website. You’ll notice that a lot of larger companies have professionally branded their YouTube Channel homepage, keeping consistent branding and a familiar aesthetic that has the audience feeling like the companies’ websites and YouTube channels are one and the same. It’s a lot easier than you may think.
This integration also includes the embedding of videos on the organisation’s site. Not only does it keep the person on your page, it also is a MASSIVE bonus when it comes to search engine optimisation. Because, would you believe it, Google prefers sites that promote Google. Hell, embed a Google Map and a throw in link to buy a pair of GoogleGlass Google Glasses while you’re at it.
Obviously, when you’re watching YouTube videos and an ad comes up, you’re going to be hovering over that ‘Skip Now’ countdown clock for every one of those long and painful five seconds. And you are in the crushing majority. It is important to note, however, that compared to Google AdWords – the text advertising on Google search queries – the click-through rate on YouTube is a stunning 10x greater.
YouTube delivers advertising through what is called “hyper-targeting.” It gathers info that is behavioural, geographical, contextual and search related, and then delivers your clip to the exact market that you intend to see it. You’re not going to have every viewer watch it through to the end, but the small investment in paid advertising may just be the beginning of the domino effect you’re looking for.
Involve the Masses
While it may not automatically be thought of as such, YouTube is a massive and powerful social media platform. It’s far more than just a hole into which you throw your videos. Organisations that are active amongst the crowd will juice the YouTube orange far more effectively than those who put up a video in between long bouts of radio silence.
Constantly pointed to as a content marketing Messiah, once again, Old Spice show how it’s done with their YouTube engagement. Not only were they active in the YouTube comments section (and not only on their own videos), they also did a whole swathe of videos that were taken from community feedback.
Seeing something you commented be turned into a professionally shot video by a worldwide brand is huge. And you’re going to share that sucker into you’re blue in the face. And people did. During the life of the campaign, Old Spice’s sales have gone up slightly.
So it’s obvious that a great idea that is well produced is important. But it’s also blindingly obvious that you also need to put a lot of effort into the marketing of it.
The good news? It’s not rocket science. A basic strategy and a bit of groundwork will see you steaming past a fair chunk of the competition.
Apparently even if they’re Coke or Apple.