When using video marketing YouTube is definitely the place to be. It is the largest, most popular video sharing website to date, making it the site to market your products or services. The proof is in the figures: there have been over a trillion views since YouTube began, or in other words around 140 views for every person in the world! The sites popularity is increasing all the time, with a whopping 4 billion hours of video being watched each month by over 800 million different users. All these statistics reflect the inescapable fact that if you want to market your product or service, YouTube is one of the best options as it will get your video out there.
How to market your video
To get the really large viewing figures a big advantage is to make it to the YouTube homepage. This can be through a number of avenues: Your average Joe Blogger will start with a few videos within a certain category, be it fashion, or music. To get these videos out there you have to market it to those who already dominate your category, as they’re the ones who can give your videos the publicity they need with your target audience. Once you start ranking up the likes and the comments, YouTube starts taking notice and may promote your videos.
You’ll also want to make as many ‘Friends’ as you can on YouTube, once you’ve uploaded a video you can share it and it’ll be emailed to all your friends. If it’s a decent video and your ‘Friends’ like it then it can always snowball and gain some serious popularity.
How YouTube markets your video
Having gained some popularity YouTube will advertise your videos in four main ways:
- Youtube.com/videos uses algorithms to determine popular videos and topics and then ‘auto generates’ a page consisting of these videos. They are awarded ‘Honours’ (soon to be retired for a new system called ‘Medals’) for things like most likes, subscribers, comments etc within a specific time-frame. The page features trending videos in different categories, and also channels that are gaining popularity fast. If you can get a video or your channel featured on this page it will certainly boost your viewership.
- Youtube.com/charts feature videos in a popularity system which allows the user to see the most popular video within different categories and over different time. So if you refine your search to the most popular video of all time, the classic that is ‘Gangnam Style’ comes out on top with a gigantic 1,074,830,362 views. Whilst that British classic, ‘Charlie bit my finger – again!’ placed sixth with 504,469,497 views. If you can get on the charts for the most viewed of the day, it really gets your videos and your channel out there.
- Youtube.com/trends is a blog style page made by YouTube’s ‘Trend’ department. It features articles looking at the most popular topics of the year. For example current Trend articles include the topping of ‘Gangnam Style’ as the most viewed video of all time over Justin Bieber’s ‘Baby’ and viewing figures of videos that mention Obama and Romney have massed total viewing figures of over 2 billion. ‘Gangnam Style’ is an extreme example of the power of video marketing, YouTube featured it on the charts, homepage, trend and popular videos and its numbers absolutely skyrocketed.
- There is always the option of paying for ‘Promoted video’ status or to feature as one of YouTube’s ads. These range in price, with the most expensive being roughly $300,000 to take up a large space on the home page, advertising your video in an often large, dynamic setting. The other end of the scale is TrueView in-stream, this is when you pay to have your video featured in a pre-roll advertising spot that can be skipped after 5 seconds. You’re charged by YouTube $0.04 CPC (Cost per click) once the viewer has watched 30 seconds of the video. Despite the costs there is great potential for video marketing and the results should outweigh the cost.
YouTube is undeniably the centre of all video content, so if you want to market your video it needs to be done taking advantage of the many different promotion techniques this article details. You can potentially market with zero costs, and if the video is not taking off then further options can be cheap and straightforward.
This guest contribution was provided by Nick Levitan. Fascinated by all things marketing, Nick is also interested in the increased use of video. Youtube has become a powerful tool for marketers, are you sure you’re getting all the youtube views you can?