The video-sharing website, YouTube has “over a billion users–almost a third of all people on the Internet–and every day, people watch hundreds of millions of hours of YouTube videos and generate billions of views.” With such a large audience and opportunity, if you are producing content without metrics and analytics you are missing out.
Naturally, when you create an online video for business purposes you will eagerly want to know how many people have seen it (i.e. reach) and how long they viewed it (i.e. engagement).
Surprisingly, an online video can be successful without a high number of views. Meanwhile, savvy digital marketers are committed to moving beyond views and looking to additional success metrics to tell a deeper story about how viewers interact with their brand.
If you plan to include online business videos in your content marketing efforts, and distribute them through YouTube, then here’s a look at 4 major myths to consider.
YouTube’s audience is too young and broad.
“YouTube overall, and even YouTube on mobile alone, reaches more 18-34 and 18-49 year-olds than any cable network in the U.S,” according to company reports. While YouTube reaches a large audience, you can optimize targeting using business-related keywords to improve search related conversions.”
Just as a Web page with relevant keyword terms and phrases always ranks better in search results, videos with the relevant keywords will appear at the top of YouTube search results (ClickZ).” YouTube’s targeting capabilities through the use of keywords, tags, title, description and video transcript allow you to focus on clients and customers who matter the most for your business.
Consumers just want to see funny videos.
“YouTube videos influence the purchasing decisions of 53% of all consumers in the U.S. But, what do these videos actually look like (ReelSEO)?” From unboxing, to hauls, how-to’s and tours, not all videos have to tickle a viewers funny bone. But they do have to be engaging. Online vidoes should be informative, interesting and entertaining.
YouTube is just a conversion platform.
“When it comes to paid advertising on social platforms, YouTube is the clear winner in introducing new products and helping consumers make their purchasing decisions, according to Aol research (VentureBeat).”
However, businesses can use online videos at every stage of their marketing and sales life cycle. Meanwhile, the effectiveness of your video can be optimized when shared on other social media, your website home page and key online channels.
Businesses spend a lot to create online videos.
You can run the risk of creating a professional online video that fails to emotionally connect with consumers. Your online videos are not just about sound and lighting. The content and message is key. Creating a story, with powerful imagery can help you connect with clients and customers. This can be achieved with simple production value.
This article has been edited and condensed.