It’s no secret that digital marketing has transformed the way businesses reach out to their audiences. In today’s digitally oriented landscape, YouTube holds a powerful position as an influential marketing tool, second only to Google in terms of its expansive reach.

A platform with over 2 billion logged-in users monthly, YouTube is a haven for marketers seeking to establish a strong brand presence and optimise their search engine visibility.

Here, we delve into why YouTube should be a pivotal part of your marketing strategy and how it can help your business grow.

YouTube: The World’s Second Largest Search Engine Unleashing Unprecedented Opportunities

Unbeknownst to many, YouTube – frequently perceived as merely a video-sharing platform – has ascended to the rank of the world’s second largest search engine, sitting only behind the tech behemoth, Google. More than a surprising fact, this crucial piece of information conveys a powerful message to marketers – ignore YouTube at your peril.

Why is this so significant? As per DataReportal’s 2023 statistics, YouTube boasts over 2 billion logged-in users per month, representing nearly a third of the internet. With the tectonic shift in users’ preferences towards video content, YouTube stands as the digital era’s titan, serving as the primary hub for anyone scouring the web for information, entertainment, tutorials, reviews and beyond.

Using the Google Algorithm in Your Favour

Creating and disseminating content on YouTube does not merely allow you to engage with its gargantuan user base. It also amplifies your visibility on Google – YouTube’s parent company. Google’s algorithms consistently prioritise video content, and frequently incorporate YouTube videos into its Search Engine Results Pages (SERPs). As YouTube videos are 50% more likely to get organic rank than plain text sites, according to Forrester, it’s clear that YouTube content creation isn’t just an optional extra in the modern marketer’s toolkit – it’s an imperative.

Consequently, a strategically devised YouTube presence offers a golden opportunity to enhance your brand’s exposure on the world’s two most visited search engines. It’s an opportunity to ride the crest of the digital wave, and gain a competitive edge in an increasingly digitised marketplace. YouTube is not merely a platform for video sharing; it’s a powerful vehicle for driving your business forward.

YouTube: A Treasure Trove of Audience Diversity for Your Brand

One fundamental aspect catapulting YouTube into the limelight as a vibrant marketing platform is its unparalleled audience diversity. YouTube, with over 2.68 billion logged-in users monthly, represents an audience spectrum that stretches across a myriad of age brackets, geographical territories, and interest groups. It’s more than likely your target audience is nestled within this broad user base, already engaging with content that mirrors your product or service.

The extraordinary reach of YouTube transcends the niches of most other platforms, which often cater exclusively to distinct demographics. Regardless of your target customer base – be it teenagers, professionals, parents, the elderly, tech savants, or fitness enthusiasts – you can feel confident in their presence on YouTube. This platform presents the extraordinary opportunity to tap into this vast and multifaceted audience, dramatically enhancing your brand’s visibility and reach.

What Does the Data Say?

Statistical analysis reinforces this point. As of 2023, data from Pew Research Centre indicates that 95% of 13-17-year-olds in the U.S. have used YouTube, along with 71% of 26-35-year-olds, and even a surprising 70% of 56-64-year-olds. In the UK, Ofcom reported that 42 million adults used YouTube in 2021. These statistics illuminate the expansive scope and universal appeal of YouTube.

Therefore, adopting a marketing strategy that effectively utilises YouTube is not just a savvy move, but an essential one. It empowers your brand to infiltrate every corner of the global marketplace, fostering awareness and connectivity like never before. In the grand tapestry of modern digital marketing, YouTube is a vibrant thread that weaves together brands and their diverse audiences in a shared space of interest and engagement.

Enhancing SEO Through YouTube

In the vast landscape of digital marketing, Search Engine Optimisation (SEO) stands as a cornerstone of any triumphant strategy. Undeniably, YouTube – an intrinsic part of the Google universe – is a potent tool for bolstering your SEO efforts. When you cultivate a substantial YouTube presence, you’re essentially setting the stage for an enhanced SEO profile.

This symbiotic relationship between YouTube and Google finds its roots in the value that the latter places on video content. Google’s algorithms are inclined to consider videos as high-quality content, and incorporating videos linked to your brand can significantly elevate your website’s ranking on Google’s Search Engine Results Pages (SERPs). For instance, according to a study by Forrester, web pages with video are 53 times more likely to rank on Google’s first page.

Optimisation is Key

Furthermore, YouTube has its sophisticated internal search and recommendation algorithm. By meticulously optimising your videos with carefully chosen keywords, compelling descriptions, and relevant tags, your content can secure a higher rank on YouTube’s search results. This tactical approach can give a robust boost to your content’s visibility and click-through rates. According to Backlinko, videos optimised for the right keywords get 147% more views than those that are not.

On top of this, creating effective backlinks to your website from your YouTube videos can serve as an additional advantage for your SEO efforts. These backlinks help drive traffic to your website and are viewed by search engines as ‘votes of confidence’, thus adding credibility to your site.

In essence, leveraging YouTube as part of your SEO strategy is like hitting two birds with one stone. You not only get to engage with YouTube’s vast user base but also substantially enhance your website’s visibility on Google. In an increasingly competitive digital marketplace, harnessing the SEO potential of YouTube can play a pivotal role in setting your brand apart.

A Powerful Canvas for Brand Storytelling and Identity Building

Venturing into the realm of YouTube marketing transcends the conventional idea of simply promoting products or services. It delves into the more profound and compelling world of storytelling and brand identity building. This platform serves as a vibrant canvas for brands to artfully portray their personality, ethos, and Unique Selling Proposition (USP) in an engaging and creative manner. YouTube’s interactive and visual nature enables brands to humanise their presence, fostering stronger connections with their audiences.

According to a 2023 study by HubSpot, 9 out of 10 people report wanting to see more video content from brands. This finding underlines the potency of videos in creating relatable and captivating brand narratives. Videos aren’t just a medium; they’re an opportunity to offer audiences a tangible and interactive experience of what your brand represents.

Getting Social

Another remarkable feature of YouTube marketing is its facilitation of content sharing across diverse social media platforms. This built-in shareability factor allows your content and brand message to reverberate beyond the YouTube sphere, reaching larger and potentially new audiences. The more engaging and shareable your content, the broader your brand reach. In fact, a 2022 Vidyard report noted that marketers who use video grow revenue 49% faster than non-video users, testifying to the direct impact of shareable video content on business growth.

This increased reach, coupled with compelling storytelling, paves the way for enhanced brand recognition and recall. As Wyzowl statistics show, 80% of users can recall a video ad they viewed in the past month. This level of recall exemplifies the profound impact that video marketing can have on your audience’s mind.

In essence, YouTube offers an unparalleled platform for brands to evolve beyond faceless corporations and cultivate a relatable identity. By humanising your brand and crafting compelling narratives, you not only reach larger audiences but also foster deeper connections and brand loyalty, thereby driving sustainable business growth.

Navigating the Content Creation Challenge: Reaping Long-Term Benefits from YouTube

While the advantages of utilising YouTube for marketing are manifold, it’s essential to acknowledge the inherent challenges associated with creating top-notch video content. For novices in the field, the process – spanning from brainstorming innovative ideas, to shooting footage, to fine-tuning through editing – might appear intimidating. This endeavour can demand a considerable reservoir of time and resources, often making it a formidable undertaking.

Yet, amidst these challenges, it’s pivotal to remember that the content you craft is evergreen – it remains online, accessible and impactful for years. This means that every video you create is a long-term investment, continually driving traffic and fostering brand awareness long after its initial release.

According to a 2020 study by Optinmonster, video marketers get 66% more qualified leads per year. This statistic underscores the long-term value of investing in video content, indicating that the ROI can significantly outweigh the initial effort and investment.

Start Small, Get Big Results Over Time

Embarking on this journey requires a strategic approach. Starting small can be the key, releasing short, concise videos that effectively convey your message. It’s also crucial to leverage the power of analytics, understanding which content resonates with your audience, and refining your strategy based on these insights. Consistent improvement and adaptation are the hallmarks of successful video marketing.

Over time, as you gain familiarity and confidence with creating video content, it can morph from being a challenging task to an integral facet of your marketing strategy. Cisco projects that by 2022, online videos will make up more than 82% of all consumer internet traffic — 15 times higher than it was in 2017. This prediction demonstrates the immense potential of video content in shaping the future of marketing, reiterating why it’s worth overcoming the initial hurdles.

In essence, while the path of YouTube content creation may initially seem strewn with obstacles, viewing it as a long-term investment can help transform these challenges into opportunities. The journey offers valuable learning experiences, and the destination promises a substantial return on investment and the chance to establish a robust online brand presence.

Let Thinkify Propel Your YouTube Marketing Strategy

The digital epoch necessitates a ceaseless evolution of marketing strategies to remain at the vanguard. YouTube, reigning as the world’s second largest search engine, unfolds an exceptional platform for businesses to engage their target audience, optimise their SEO, and construct a formidable brand identity.

Despite the initial complexities involved in content creation, the enduring rewards render it a worthwhile investment. If your marketing strategy is yet to harness the dynamism of YouTube, the time is now to unlock its latent potential, propelling your business growth.

As experts in YouTube marketing, we at Thinkify are ready and equipped to guide you on this journey. With our unique blend of experience, knowledge, and innovation, we’ll help you navigate the YouTube landscape, crafting compelling content that resonates with your audience and bolsters your brand presence.

Don’t delay in tapping into the immense potential that YouTube marketing holds. Contact Thinkify today, and let’s embark on this transformative journey together, charting a course towards heightened visibility, engagement, and growth. The future of your brand awaits, and it’s one click away.