Of all the social media channels out there, it seems somewhat difficult to convince businesses that creating a YouTube channel is a great idea. Maybe it’s the fear of creating video content. Maybe it’s a belief that their target customers don’t want video content from them. But the reality is you don’t need to book studio time and hire a Hollywood director to create video content. And more often than not, video is a content type at least some (if not all) of your target audience is going to appreciate. Here we’ve listed the top 5 reasons why creating a YouTube channel is something every content marketer needs to do.
1. Consumers Want Video
Video is a hugely popular content type. In fact, 43% of consumers wanted to see more video from content marketers. Video was also the most likely type of content to be paid close attention to by consumers, with 55% of survey responders saying they consumed it thoroughly.
If you don’t have a video strategy, don’t panic. There’s still time to get one started! First, verify video content is, in fact, something your buyer personas actually want. Running a buyer persona workshop can help you clarify what your future customers are looking for. Second, think about how you could incorporate video into your content plan. See our post on the four purposes of content to help you get started.
2. House Your Video Content
Video does you no good if left sitting solely inside a single Facebook post or, even worse, lurking in your hard drive. If you have video content, you need to host it somewhere it can easily be searched for, found, and shared. There are a number of services that will satisfy these basic requirements, but YouTube does have a few advantages…
3. YouTube is where the people are
YouTube is the second largest search engine in the world. When people are searching for video content, YouTube is the number one place to look. Additionally, YouTube is owned by Google, the largest search engine in the world. If users are using Google to find video content, YouTube links are in the first positions on the results page. This is where you want to be.
4. Claim Your Brand Space
It’s never a bad idea to claim space for your brand on popular social channels. The last thing you want to worry about is having to concoct some strange version of your brand name because someone has already taken your preferred username. It also creates a lot of confusion should anyone try to search for your account and only find impersonators and accidental copycats. So even if you don’t have any video content just yet, it’s ok to sign-up and let your account sit idle for a bit while you create something amazing. Just don’t link to your empty account from your website!
5. Advertising Potential
YouTube ads are a big deal. Remember that captive audience we mentioned in point #1? YouTube’s various advertising options give marketers a chance to captivate a user right when they’re most likely to be paying close attention. Combine this with the power of YouTube’s targeting capabilities and you have a winning combination for awesome video advertising. The catch? Unless you’re running a massive display campaign through a demand-side-platform, you need a YouTube profile and uploaded videos before running your ads. But as you can probably tell by now, that’s not a bad thing at all!