Chapter 10: Marketing Strategy with Youtube

     Hey guys,

        With over one third of the internet in active users watching over five billion videos offered on the platform every single day, you might of been able to guess it, but let's talk about Youtube. Youtube is the world's most popular online video sharing site and is the second most visited site in the world, second to Google. This platform is utilized by millions across the globe, users utilize this platform to view a variety of content, this content includes short clips, music videos, documentaries, movie trailers, films, audio recordings, educational videos, corporate videos and much more. Funny enough, the idea for a video sharing site was inspired by Janet Jackson's 2004 Super Bowl incident and the Indian Ocean tsunami, after some individuals at PayPal realized there was no space where videos such as these could be shared. 

    Today's audiences demand visual content as their primary, secondary, and tertiary forms of content before they will take the time to read any article. This is due to shorter attention spans, mobile device usage, increasing video consumption online and declining engagement rates for other social media content types, it is more important than ever for marketers to adapt to these trends by producing engaging video content for audiences. Social media platforms have also shifted their focus towards video as algorithms have changed to favor video content, and video advertising. In fact, studies show that eighty-one percent of business use video in their marketing strategies, and ninety-three percent of business gain a new customer after publishing a video on social channels. In addition, a staggering ninety percent of the world's top 500 brands have at least one Youtube channel. 

   Your Youtube content strategy should include a channel trailer, this video will be the first thing users see when visiting your channel. This is a great place for brands to showcase their most important videos from the channel. To develop a successful content strategy, it is crucial to experiment with different video types that might resonate with your target audience. According to the textbook, seventy percent of Youtube viewers are looking for education content such as tips, tricks or tutorials. Additionally, sixty-seven percent are looking for product reviews, and fifty-three percent are interested in inspiring or entertaining content. Another important piece to include is to make sure you are publishing videos regularly and at the optimal times. The top one hundred Youtube channels are collectively uploading a video every 18.5 minutes. Uploading these videos on specific days and times of the week will grow followers and give subscribers a reason to keep coming back. Generally, the best days of the week to post on Youtube are Thursdays and Fridays, while the best times to post are from noon to four on weekdays, and nine to eleven in the morning on weekends. Youtube has also added new features to their platform such as Youtube Shorts and Youtube Live which offer similar, yet different, styles of advertising space. 

   I hope that this blog provides some helpful information for those looking to create a Youtube channel and perfect their marketing strategies within the platform.