With more than 800 million monthly unique visitors, 4 billion hours of video viewed streamed every month and the number of YouTube-based campaigns growing exponentially, YouTube has become a key marketing channel.
From Super Bowl campaigns like Audi's 2012 "Vampire Party" to promotion for major motion pictures like The Dark Knight Rises to user-generated content, product demos, extensions of TV spots, webinars, serial shorts and other branded media of every shape and size, brands are embracing YouTube. As a result, channel content has diversified and expanded.
According to Robert Kyncl, Global Head of Content at YouTube, the next ten years will see a continued shift in focus from lower-quality user-generated videos and "viral successes” to those that can build "sustained audiences."
Even as YouTube's scale and potential have motivated brands to add it to their social marketing arsenal, the channel has become more crowded.
How do brands stand out?
3 Steps to YouTube SuccessJust a few years ago, marketers addressing YouTube only had to focus on a few factors--namely featuring compelling content and making it "sharable"--to achieve campaign success. Today, the pressure is on for marketers to make their YouTube channels unique, findable and scalable. Let’s look at how to do this.
- Boost Your Search Engine Potential: No matter how good your brand channel is, it's likely to be lost within the multitude of content on YouTube if it isn't visible or "findable". [...]
