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YouTube: The answer is yes

You are probably asking yourself whether YouTube advertising is a good idea for your business. Well, the short answer lies in the title of this article. As for the long answer, tag along.

In 2019, it shouldn’t be a secret anymore that video advertising is driving consistent results for online marketers across the world. We will not go into why video ads are superior to other types of ads, because the answer is quite obvious. (Hint: just think about the power of moving coloured objects in grabbing human attention.)

The tech developments of the last few years brought a spike both in online video production and consumption. The size of portable displays and the increase in Internet speed and coverage, paired with cheap/free and easy to use video editing software, all brought us into the new golden age of video. And the trend seems to keep gaining traction. Here are a few predictions for the near future from a CISCO study:

·      „Globally, video traffic will be 82% of all traffic (both business and consumer) by 2022…”

·      „Live Internet video will account for 17% of Internet video traffic by 2022… a 15-fold growth from 2017 to 2022.”

·      „ Internet video to TV will increase three fold between 2017 to 2022.”

And to end all doubts about this growing trend, here is a revealing and informative statistic that might make you consider including video in your marketing strategy:

Almost 5 billion videos are watched onYouTube every single day. In an average month, 8 out of 10 18-49 year-olds watch YouTube. By 2025, half of the viewers under 32 will not subscribe to a pay-TV service. The total number of hours of video watched on YouTube each month – 3.25 billion. – MerchDope

Make no mistake, your target audience is on YouTube

Now that we know video traffic is here to stay, let us return to the main topic and see if YouTube is a viable solution for your advertising strategy. First, YouTube makes it possible for small and medium businesses to harness the power of video advertising. (A privilege that until not so long ago was reserved only for big and wealthy enough companies, willing to pay for TV ads campaigns).

Second, ask yourself: Is your target group spending time on YouTube? Judging by the fact that we are speaking about the third biggest social media platform and the second biggest search engine in the world, the answer is probably yes. But, how do you find your niche audience in this sea of video views, you might ask? Well, like many of the major advertising platforms, YouTube also makes use of usual keywords, topics, demographics and so on. But one of the key targeting capabilities is closely related to the fact that the system can predict economic behaviour based on recent Google searches.

The review and influencer industry

It is a well-known fact that people usually engage in serious online research before buying a product. According to Google, nearly2/3 of shoppers say online video has given them ideas and inspiration for their purchase. Not surprisingly, most of the customers end up watching a YouTube review, after they google the product. And this is where the magic happens. Apparently, 68%of YouTube users watched a video to help them make a purchase decision. To reap the benefits of this niche, marketers can collaborate with celebrity influencers that drive lots of video views and have a wide audience or niche product reviewers (YouTubers specialised in a certain niche that have a smaller but highly interested audience). Indeed, a third method would imply engaging in inbound marketing, where one creates his/her own video content to indirectly drive traffic and sales.

Sether up your YouTube strategy

Of course, the ideal video marketing strategy should include both a paid and an inbound/influencer component. The good news is that Sether helps you monitor both of them at the same time. While for the paid ads you will get an overview of your spending and goals, our sentiment analysis function will supervise online user reactions to your content. The Sether dashboard saves time and energy by centralising performance and brand management indicators in the same dashboard. Combined with a well-thought advertising campaign, the video inbound/influencer marketing strategy can work wonders for virtually any type of business, be it B2B or B2C. Of course, as always, we advocate for a multi-channel approach. As such, video marketing will contribute to creating an all-rounded approach to marketing, getting you closer to the omni-channel marketing strategy, that is fast becoming the industry’s best practice.

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