YouTube is a video-sharing website, which launched in 2005. Users
of YouTube can upload, view and share videos which use Adobe Flash Video or HTML5. In the early days of YouTube, users would
upload a combination of user-generated videos and vlogs (video blogs). They would also add clips from pre-existing TV or film collateral and share music videos. In 2006, Google bought YouTube as a subsidiary. Contributors have expanded it from the individual to the corporate, with selected media organizations such as CBS,BBC and VEVO becoming partners. This means that they show some of their own material via YouTube.
View Counter is the first metric which tells users a lot about your
video. A low View Count for a recent upload won’t work against the
video – it’s a recent addition and users will not expect many views.
A video found through search with a low View Count can indicate
that the video is targeting the wrong audience, as they haven’t engaged with it in huge numbers. A very high View Count can indicate that a video is worth watching simply because of the high number of views that it has. This is viral territory, which can be defined when a video is shared beyond a user’s second level of network connection.
YouTube has had a huge impact on the music industry, with many
artists launching new material exclusively on the site and the YouTube 100 is a weekly chart that notes the popularity of music
videos. In 2013, the US chart, Billboard, began to include online streaming figures in its weekly charts. YouTube video users can impact upon the weekly music charts and this highlights the crossover between the virtual digital world and the real world.
According to YouTube, over one billion unique users visit YouTube
every month and they watch over six billion hours of video. Over
70 per cent of YouTube traffic comes from outside the US. In March 2013, the Content Marketing Institute carried out a study looking at the YouTube videos of the Top 100 brands from Interbrand’s 2012 Best Global Brands. They evaluated the impact of 200,000 corporate videos from 1,270 different YouTube channels.
Video content is the human face of social media marketing. It allows you to set mood and tone, to create an atmosphere and dynamism that is much more difficult to show on text-only social media sites.
You can post both video content to YouTube and embed YouTube
videos in your own site. A linked relationship between a company
site and YouTube can reinforce brand messaging across two online
outlets instead of one. Using YouTube, as well as your own site, is
important from the point of view of Search Engine Optimization.
Through targeted SEO, you can ensure that searches rate both your
own site and YouTube highly. This provides more opportunity for
prospective customers to enter the mouth of your online sales lead
funnel. YouTube will automatically ensure that your video content
can be viewed across all multimedia platforms: PC, tablet, mobile