Not only are videos shared 1200% more than text on social media, but they also increase organic search traffic for a website by 157%. They drive engagement between users and help brands acquire new customers. By the end of 2019, video content will also account for 78% of the world’s mobile data traffic. What’s more, according to Forbes, 56% of users believe that a company should have video content on its website, and 90% agree that videos are helpful in their decision-making process. The point? Videos are a consistently rising form of content that helps businesses drive user engagement and sales.
For this reason, we’re going to devote this post to the best practices for video storytelling and how to use YouTube to market your business. Despite the apprehension brands may feel toward YouTube advertising (thanks to a certain creepy faux viral video challenge), with over 400 hours of content and 1.9 billion monthly active users, YouTube is still the unmatched hub for video content. YouTube is also the world’s second largest search engine, and the second most-trafficked website, only to be outmatched by Google (of course). The overwhelming amount of users and engagement seen on this platform should be enough to convince you that a YouTube marketing strategy for 2019 is essential.
There are an untold number of brands of different sizes across all industries that are all present on YouTube today. While this particular blog post serves as a guide for small businesses on YouTube, there are still different tactics and ideas that bigger companies employ and you can add to your own digital marketing strategy. For example, one company that has continuously generated millions from their video marketing campaigns is none other than Nike. This sportswear brand is constantly pushing the envelope, not only with their clothes, but also for new and exciting content as well.
For example, their most recent #JustDoIt campaign, Dream Crazier, has received nearly 8.5 million views on YouTube in the past 2 and a half weeks alone (mid-March), and from their previous Colin Kaepernick ad, Nike received over $6 billion in revenue.
So, what if you don’t have the superstar pull of athletes like Serena Williams or Colin Kaepernick? It doesn’t mean you can’t still make an effective and appealing YouTube advertisement, that’s for sure. For instance, from humble beginnings, Jeni’s Splendid Ice Creams is the ice cream company that believed in organic and holistic practices before it became a nationwide trend. Before they reached such heights, they had many advertising videos on YouTube showcasing their goods in a simple and straightforward high quality video. You can see and practically taste the light and creamy texture of the ice cream, paired with deliciously warm chocolate fudge and topped with a light airy macaroon top. Now with over 34 store-fronts and nationwide distribution, the brand is slowly growing to bring you a scoop of ice cream that will make you feel good.
Apart from these videos, some of the most watched videos on YouTube are ‘How-To’ videos that show viewers how to use products and/or services. You can use this format yourself by providing viewers with a tutorial or animated description that helps them out. For example, Stash is a tech company whose app helps users invest their money with as little as $5 and a smartphone. In this 39 second video, they were able to clearly communicate what their company does, how their users benefit from their services, and what they need to do to get started. Short and to the point, Stash is just another example of how tech start-ups are using YouTube to help build brand awareness and drive engagement
In the examples of Nike’s advertising campaigns above, one best practice you can take away and apply to your own digital strategy to advocate for a social issue. In fact, nearly two-thirds of consumers agreed that they wanted brands to take a stance on social issues, and that 64% of consumers worldwide are belief-driven buyers. When your brand takes a stand for something your audience believes in, it will not only help create an emotional connection with them, but also help build trust in your business.
Using YouTube to grow your business doesn’t have to mean shedding millions of dollars for a star-studded campaign. In fact, sometimes all it takes is a simple video that gets straight to the point and highlights your business’ strengths. Take it from Jeni’s Splendid Ice Creams. The video wasn’t filmed like a Hollywood production, nor did it have any crazy storyline; it was just simple and straightforward. Sometimes this method is the most effective, and the best part is that this best practice is easily applicable to businesses of any size.
Similar to keeping things simple is keeping things short. You don’t want to overload your users with a bunch of information, so remember to stick to the main points you want users to know about your business, the way Stash did. Keeping your advertisement to a minimum shows your consumers you know exactly what your brand is about and how they can benefit from your products or services. Keep in mind that the most important business aspect of YouTube advertisements is a call-to-action (CTA) that tells your viewers what to do after viewing your advertisement.
Hopefully you now have a couple YouTube business video ideas you can use for your next digital marketing campaign. Inspiration can come from anywhere, so don’t limit yourself with any sort of restrictions. Social video is an especially safe place to explore and test different ideas with video marketing. Here’s what we covered today:
There it is folks - how to use YouTube to market your business! If you found any of these tips helpful, please share your video with us on social media!
Therese Palmere is a content writer and content marketing plan consultant for Aumcore, a digital marketing agency that specializes in SEO and all things digital. Therese dabbels in social media marketing and writes about everything, from web development to emerging marketing trends.