What is YouTube Marketing?

What is YouTube Marketing : YouTube is the second-largest video platform on the web (only behind Facebook). As of April 2020, there were 400 million monthly active users on YouTube, with one in four people watching videos on the platform every day.

In recent years, YouTube videos have been a key part of marketing mix for many brands. From marketing videos explaining how a product works to celebrity interviews or branded content explaining the brand's vision, the platform has become an important part of the PR and marketing plan.

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If you're not using YouTube to reach your audience, you're failing to take advantage of one of the biggest platforms in digital marketing.

The Rise of YouTube in Content Generation

It used to be that if you wanted to produce a podcast, you had to join a prestigious radio network or sit down with a famous journalist. Today, anyone can produce a podcasting app with a few lines of code and a microphone.

Similarly, if you want to start a YouTube channel, you now have a handful of content creation tools that let you build and share videos anytime, anywhere.

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These content generation tools make it easy for anyone to produce content, which has led to the rise of short-form-video platforms like TikTok and Instagram stories.

YouTube recently introduced four new products to help content creators grow their audience and make more money off their videos. This includes YouTube Originals, which are exclusively produced by YouTube creators and YouTube Spotlight, which is a curated collection of the best original content from creators around the world.

Why Should You Brand On YouTube?

Building a brand identity across all the platforms your target audience uses is crucial for any business today. YouTube is a huge platform with billions of users, and if you want to connect with them, you need to establish yourself as a brand that they can trust.

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You can do this by creating high-quality, educational videos that explain who you are and what you offer. While these videos can be distributed through other platforms like social media, podcasts, or magazines, they'll shine on YouTube.

The Difference Between YouTube Videos And Blog Posts

If you're new to video, it can be tricky to know what makes a successful video on YouTube. After all, YouTube doesn't always give you clear-cut feedback on your video's performance.

Here's a handy rule of thumb: if you're posting on social media channels like Facebook or Instagram, you're probably creating an ad that will appear in a pop-up when someone clicks on it. If you're posting on YouTube, you're more likely creating a video to entertain or inform your audience.

With that in mind, videos for social media look like this:

 

• Shorts: Quick-hit videos designed to grab your attention (think: TikTok)
• Likes: Videos that try to make you laugh; the more people you click the better (think: TikTok)
• Roasts: Longer-form videos where you get to tell a story (think: YouTube series)
• Stories: Short videos designed to look like Instagram stories (think: Instagram)

 

By contrast, videos for YouTube look like this:

 

• How-to guides: Short videos showing viewers how to do something (think: TikTok)
• Elaborate explainers: Longer-form videos that explain complex topics in detail (think: YouTube)
• Action-adventure: Short videos that show viewers what to do (think: TikTok)

 

If you're posting on social media, you want your videos to stand out among your followers' endless scroll of posts. To grab someone's attention, you need to do something different, interesting, or humorous.

The Difference In Marketing Video

With over 3,600 video platforms to choose from, it can be difficult to know which one to use for building your marketing video strategy. Here are a few tips to help you decide:

 

• Make sure you understand the differences between the platforms and what makes them unique.
• Choose a video platform that suits your target audience.
• Consider the type of content you want to create (short-form, long-form, etc.) and the format (e.g., animation, live video, etc.)
• Plan out your video content calendar to keep your video marketing plan easy to follow.

 

With billions of videos being uploaded to YouTube every day, it can be difficult to find the right video for your audience. To help you decide what types of videos to make, you can use this handy guide that classifies videos according to their niche, trend, and audience:

 

• Niche Videos: Short-form videos that fit into a specific topic or category (think: TikTok, TikTok Music, etc.)
• Trend Videos: Short-form videos that fit into the trending topics on YouTube at the moment (think: TikTok, TikTok Comedy Trends, etc.)
• Audience Videos: Longer-form videos that appeal to an audience (think: YouTube, TikTok Education)

 

If you're still not sure which video platform to use, this guide will help you decide:

A Step-by-Step Guide To Building A Marketing Video Strategy

No matter which platform you choose, the first step in building your marketing video strategy is to define the problem you're trying to solve. What is the goal of your video? What does your video show?

Even before you start creating videos, you can use this step to brainstorm ideas for your next marketing campaign or product launch. If you want to create a video to promote your new product, you'll want to start by identifying the target audience.

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Doing research is essential when developing any marketing plan, and it doesn't get more essential than when planning a video strategy. There are several tools online that can help you pinpoint an audience that perfectly matches your product. For example, you can use Google's Discover feature to find videos similar to what you want to create. Alternatively, you can use the free tool YouTube Analytics to find your target audience's demographic information, which will help you create a video with a better chance of being successful.

The Three Ps Of Marketing

While YouTube is exploding in popularity, it's still not a place you want to be wasting your time if you aren't making money. To ensure you make the most of your time on YouTube, you need to understand the platform's three basic monetization principles.

 

• Performance based-monetization
• Product placement (also known as "sponsored content")
• Shorts

 

These three principles will help you make more money on YouTube and grow your audience. We'll discuss each one in turn.

Performance-Based Monetization

This is where you make money off of video views. As video platforms like YouTube grow in popularity, people want to watch more and more videos. To keep up with the demand, YouTube introduced performance-based-monetization (PBM) in 2018.

With PBM, creators earn money when their videos are watched and perform well. When money is on the line, creators will always try to outperform one another by getting as many views as possible. This means you as a marketer have to make sure your videos stand out above the rest. To do this, you need to use tools that will help you measure and analyze your video's performance. This includes looking at the number of views, likes, and comments your video receives.

Product Placement

Product placement can also be a source of revenue on YouTube, and it's one of the most popular monetization methods on the platform. Essentially, when a brand or a product appears in a video alongside someone else (a popular host, for example), that host will receive payment from the brand or company for including their product in the video.

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Here's an example of product placement: the camera slowly pans to a cluttered desk, then cuts to a laptop computer with the brand's logo on it. The desk and computer are both computer parts manufactured by Dell, and the video's host, Josh Brown, is paid to recommend and praise the product.

Why YouTube Marketing is Important

With the introduction of virtual reality, 360 video, and mobile videos, marketers need to understand how to integrate these platforms into their marketing strategy.

Youtube is the most popular content platform in the world, with over a billion monthly active users. According to HubSpot Blogs research, 70% of consumers have watched videos on YouTube to learn about a product or service, and 59% have used the platform to research a topic.

However, despite the platform's popularity and its ability to easily integrate video content, many brands still struggle to leverage YouTube for marketing purposes.

Why Should Marketers Care About YouTube Marketing?

YouTube is more than just a platform to watch videos; it is a place people come for advice, to connect with others, and to learn. This is why the platform is so important to marketers looking to learn more about their target audience and how to reach them – YouTube provides a ready-made audience hungry for content.

Videos uploaded to YouTube are often the work of independent content creators who are passionate about their craft and are more than happy to share their advice with others. As a result, you'll find many short educational videos on various topics ranging from photography to business to blogging – all topics that are easily recognizable by a marketing manager or CEO looking to learn more about digital marketing.

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The fact that everyone can upload content to YouTube and have it reach a potentially worldwide audience makes the platform even more attractive for marketers.

YouTube can be a useful tool for marketers as it provides a steady stream of content that can be consumed by people where they live or while they are traveling. This means that a video explaining the benefits of a product could reach a completely different audience depending on where they live or where they are going.

Additionally, YouTube is very accessible to potential customers. In fact, according to HubSpot Blogs research, 77% of consumers have watched a product or service video on YouTube to learn about a product or service, and 69% have used the platform to learn about something new. This makes YouTube a useful tool for marketers looking to educate their audience about a new product or service.

How Can YouTube Help Marketers Grow Their Business?

There are several ways that marketers can use YouTube to grow their business, starting with brand awareness and expanding into customer acquisition and retention.

To begin, YouTube can help educate consumers about your brand. According to HubSpot Blogs research, 69% of consumers have used video content to learn about a brand or product, and 58% have used the platform to research a topic. This means that videos can help put a face to a name, educating the viewer about your brand and its values. For example, if you're a skincare brand, you might create a short video explaining how effective your products are or why you're the best at what you do.

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The possibilities for educating your audience using video content seem endless, from product demos to interviews with industry experts to simply explaining how a product or service works. The key is to figure out what works best for your brand and to build a library of content that you can use to educate and inform customers about your company.

The second way that YouTube can help marketers grow their business is by allowing them to connect with potential customers. When people are looking for advice or information about a niche topic, they often turn to YouTube.

If you're a business owner looking to sell your products online, you can take advantage of YouTube's reach to attract potential customers from all over the world. You can create videos explaining the benefits of your products or services, how to use them, or tips and tricks on growing your business. If you run a store, you can even include videos of customers using your products or services, providing testimonials and demonstrating the value of your brand.

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Additionally, YouTube can help businesses build credibility. If you have valuable information that you want to share with potential customers, creating a series of short videos explaining different aspects of your business or the value you offer can be a great way to establish yourself as a thought leader in your industry. If you are able to authentically engage with your audience and establish yourself as an expert in your chosen field, you may encourage potential customers to purchase your products or services by demonstrating the value you bring to the table.

What Will Marketing Managers And CEOs Learn From YouTube?

As a digital marketer, educator, or business owner looking to grow your business, you obviously already know the value of YouTube. But what will you learn as a marketing manager or CEO, who is perhaps not as familiar with videos and how they work?

Creating, managing, and measuring content across platforms is a critical part of a modern marketing manager's or CEO's role. With the rise of virtual reality, 360 video, and mobile video, content creators have diversified their portfolio and gone where the audiences are. This means that content from YouTube, along with other platforms, must be integrated into a clear content strategy if a company hopes to market a product or service successfully.

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Since marketers increasingly have to rely on content across platforms to attract, engage, and convert audiences, knowing how to create, measure, and optimize content on different channels becomes a must.

Additionally, marketers are expected to constantly learn new things and improve their skill sets. With the constant evolution of marketing and new platforms emerging, marketers must keep up with the changing trends to ensure they are meeting the demands of their audience.

Taking advantage of video content and platforms such as YouTube can help marketers gain invaluable knowledge and develop skillsets that will help them in their quest to grow their business.

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