YouTube was established in 2005 and has surged in popularity ever since. This video-publishing platform is now the second largest search engine in the world.
Consider the following:
- 60% of people prefer online video platforms over watching live TV
- By 2025, viewers under the age of 32 won’t subscribe to a pay-TV service
- In regard to mobile content, YouTube has a higher engagement rate with 18-49 year-olds than any other CABLE TV or broadcast network
- More than 1 billion hours of video are watched every day on YouTube (this is more than the amount watched on Facebook and Netflix combined!)
- More video content is uploaded to the web in one single month than TV has created in three decades
As a brand that’s producing content, YouTube can be a useful channel for you. Building a presence on this platform will maximize your reach and exposure.
Understanding How You Can Benefit From Having a YouTube Channel
1. Build your credibility
Many businesses with a YouTube channel notice benefits relating to their credibility. Anyone and everyone can set up a channel on the platform, but only the truly good ones garner the most subscribers and the highest number of views.
From the get-go, a viewer can tell whether or not you have put forth effort into creating your channel. Did you use custom graphics? Is there an About Us section? Are there links to every video you upload?
By showing viewers you are truly interested in building a channel that is worth watching, you are enhancing your brand’s credibility.
2. Build engagement and loyalty
You know how easy it is to continue watching video after video by clicking on the recommended links that appear to the side of the video you’re currently watching. Without your own channel, these recommended videos are likely going to be ones from your competitors.
With your own channel on YouTube, however, viewers will be provided a list of the videos you have published.
To take this to the next step of effectiveness, make sure to mark some of your videos as “Favorites.” This ensures viewers are provided with an additional list of your favorite videos instead of recommended links to competitors.
3. Get more subscribers
You will also find it is quite simple to get subscribers on YouTube when you have your own channel. Viewers who watch at least 30 seconds of one of your videos are 23 times more likely to subscribe or visit your brand’s channel. All it takes is one video to capture the attention of viewers and there’s a very high chance they will nonchalantly hit that subscribe button.
4. Drive more traffic
“How-to” videos on YouTube are highly-searched for. Studies show there is a 70% increase in searches for these videos year after year. By publishing a series of explainers, listicles, and other types of “How-to” videos, you can increase views, and drive more traffic to your site.
5. Higher ad acceptance rate
Did you know viewers tend to have a higher acceptance rate for ads on YouTube than they do on Facebook? This higher acceptance rate is likely caused in part by the platform’s advertising multi-format feature, giving brands more than just two or three ad formats to choose from.
In fact, when advertising on YouTube, you get to choose between six ad formats. This allows you to choose one that is best suited for your targeted audience. And better yet, there is a 32% engagement rate on branded content when being viewed on YouTube.
The bottom line is, you have an audience on YouTube and with a variety of formats to choose from, you can easily pick one that has a universal appeal regardless of the audience you are targeting. And even if you have yet to target your audience on this platform, you can still target the “unknowns.”
Who are the “unknowns?” A YouTube Advertising Benchmark Report generated by Strike’s Social 2017 states the “unknowns” are a group of content consumers on YouTube whom very little demographic information is known about. And surprisingly, you should do your best to target them because they have a 29.5% view rate (VR), which is 6.5% higher than the average VR. Even better is that their cost per view (CPV) rate is only 34 cents; this is 23% lower than the average CPV.
As you can see, YouTube is a key channel for businesses to build brand awareness and generate leads. But how should you get your channel set up? Check out our next blog post for a step-by-step guide!