Establishing awareness and credibility through word-of-mouth referrals is great. Unfortunately, it’s not quite so easy to translate that success online. Here's how our innovative marketing strategy led to millions in revenue for a manufacturing client.
Why YouTube Should be Your Video Service of Choice
Let's talk about video
According to a study by Cisco, video will be responsible for 80 percent of global internet traffic by 2019. While a lot of that traffic can be attributed to online streaming services like Netflix and Hulu, a significant portion belongs to "short-form content" — YouTube, Vimeo, Facebook, and other video services. These services are not just a vehicle for bad lip syncs and cat videos; many businesses regularly use them to engage with customers and provide great content.
So what video service should you use?
Before we talk about that, let's talk about WHY you should be using video to promote your business.
Consider Dollar Shave Club. They started operations in July 2011. On March 6, 2012, they uploaded this quirky, irreverent, funny video to YouTube:
The video promptly went viral, and within two days they received 12,000 orders. The video has since been viewed over 22 million times, they have over 2 million subscribers to their channel, and they have received over $75 million in funding. Is YouTube singlehandedly responsible for this success? Perhaps not, but if Dollar Shave Club had not leveraged the impressive distribution and sharing advantages offered by YouTube's platform, it's probably safe to say they would not have seen such wild growth so quickly.
Will your business's video go viral like that?
There are no guarantees. But you can give yourself a leg up by using YouTube as your video delivery service, and here are some reasons why.
The alternative to using a dedicated video service is hosting the videos on your own site. This presents myriad technical challenges:
Unless you own your own dedicated hosting equipment and have a "fat pipe," you're going to run into bandwidth, file size, and storage limits.
Video conversion is a pain. There are multiple formats, getting consistent quality across the board is difficult, and you have to reconvert every time you update a video.
There are conflicting standards for embedding videos on web pages. Almost all browsers support MP4, some support Ogg Theora, and some support WebM. If you want universal video access, you have to serve all three.
YouTube handles all these issues for you. The only thing they do is video, and they do it well. They handle the conversion for you (and they accept a number of formats), and they make it super easy to embed your video in your website. It's really a no-brainer.
Speaking of sharing videos, YouTube makes it dead easy to share your video on all the social networks. This is how videos go viral.
Google Universal Search now blends search results together. If you've ever searched for something and seen a video at the top of the SERP (search engine results page), that's due to this blended search. If you can produce a quality video that ranks for your targeted search keyword(s), you've got a better chance of landing this coveted space.
Fourth search result for 'how to install a dishwasher' is a video. How-to videos are extremely popular content on YouTube.