Since Google purchased YouTube, those willing to take a risk of creating a video have been rewarded in different ways.
In the early days, after the purchase, you could place a video on YouTube and have it show up on the first page of the Google search results for the keyword of your choice within a few hours. It was like an instant rocket to the top.
Most brands didn’t take advantage of it, though, because, at the time, they didn’t understand the importance of YouTube and SEO. Properly optimizing your videos on YouTube is still important; it just won’t move you to the top of the search as quickly.
YouTube as a Social Platform
Here is the next boat not to miss: YouTube as a social media platform. In June YouTube’s unique visitors number was actually bigger than Facebook. This isn’t the first time YouTube’s unique visitor number has passed Facebook’s. It happened in November of 2013.
The numbers are close enough that there may be a back and forth for some time as to who’s is higher. Right now, this means that YouTube is the number one social media site in terms of traffic.
Unfortunately, a lot brands are going to miss this because they are spending all of their time on Facebook and Twitter. Why? Because it is easier to create content for these other sites than to create a video. Those that take the time to build a YouTube strategy will have the advantage over those that don’t.
It is important to pay attention to shifts in numbers because it provides a great opportunity for brands who are paying attention to get out there and create some great video content for their target audiences. The challenge is that 100 hours of video is upload to YouTube every minute which makes it hard to stand out on YouTube.
They say content is king but not if your content isn’t fit for a king the fact is most content is common. There is nothing easy or cheap about good video content.
Use Animation to Enhance Your Videos
One of the newest ways companies are using to create video content is through some type of animation. Some companies are applying a DIY approach the challenge is that a homemade company animation isn’t going to cut it for this. My guess is, because there are so many bad animated online videos flooding the Internet right now, they will go the way of the QR code.
Sure, you can pay $29.95 per month and make a million animated videos for your company, but who wants to watch your Kindergarden quality slideshow voiced by what sounds like a Speak & Spell?
Creating Content that Stands Out
How do we create content that stands out and what does that look like? The first thing to realize is that it is going to cost something: time or money.
Bluetooth speaker company, Red Planet Sounds, has recently created two videos: one to build product awareness, created in a way that engages people in a smart and quirky way and the other to inform people who want know more about the product in an informational way.
The information product video features an actor on screen talking about the product’s features and benefits. It is well lit, the picture looks good, and the actor speaks well. This video is basically a product review which, though important to the sales process, doesn’t have a strong emotion that will encourage the viewer to share but would be great for a retail website.
The second video has the same information but has a story placed into it; which connects emotionally with people and is shareable. While it isn’t “roll on the floor” funny and the chance that it will go viral are slim, it is very shareable and will lead the viewer to want to learn more about the product.
Remember, creating a video is only half the battle. Once you’ve created your video, you must properly promote your video. This must include promoting via other social media platforms and also consider using a True view Ad Campaign to help launch the video in the first 3 – 5 days.