Reach over 2.7 billion people per month through the power of YouTube
Founded by three former PayPal employees, YouTube’s beta launched in May 2005. By its official launch that December, it already had 8 million views per day.
During the earlier years of the new millennium, it was noted that many YouTube videos lacked marketing purposes and had low production value. While some companies such as Nike and NBC produced high-quality videos that added a degree of professionalism, most were low-cost and “more authentic” in style. This gave them a unique appeal.
The platform’s open nature allowed almost anyone to upload videos, and it still does. Today, YouTube reports an astonishing 2.7 billion monthly active users along with 5 billion videos viewed every day and it appears to be growing.
3 Winning Advantages B2B Marketers Recognize About YouTube
A large audience may entice marketers, but audience size does not mean the platform is worth a B2B marketer’s time or money. The platform has historically been considered for entertainment or consumer-focused content only, not business-to-business. So why, as a B2B marketer, should you care about a platform that seems to be tailored more for B2C marketers?
1. YouTube’s eye-opening search impact
YouTube is no longer a strict entertainment or B2C platform. In October 2006, Google acquired YouTube for $1.65 billion. Today, Google and YouTube are the top two search engines in the world.
In fact, between August 2022 and August 2023, Google received over 91% of the search engine market share worldwide. This includes YouTube, which is a subsidiary of Google. The pairing has dominated the market and has now become a required part of a modern digital marketing strategy.
The evolution of Google’s algorithm stresses the importance of multimodal content – content that features not just optimized copy but also images and videos. This is why Google and YouTube present an ideal synergy that should be featured in any marketer’s content and search engine optimization (SEO) strategy.
Why some B2B marketers prioritize YouTube over LinkedIn
Many B2B marketers are moving YouTube up as their second media priority after Google in their strategic plans. Doing this helps bolster your online presence significantly. Many give YouTube priority over LinkedIn, which is revered as the premier B2B social media platform.
Why? It’s because video has become more important in search today. Google has incorporated videos within its search results, and videos often rank higher than standard webpage results. By uploading content to YouTube, you’re significantly increasing your chance that you’ll be discovered on Google. Furthermore, videos give you another opportunity to engage with your audience on an emotional level.
LinkedIn focuses more on networking and lacks the advantage YouTube has when it comes to visibility on webpage results. Additionally, it has a smaller audience with only 930 million members in comparison to YouTube’s 2.7 billion.
The reality is simple: Neglecting YouTube to reach prospects and engage with current customers will lead to you falling behind.
2. YouTube helps lift your ranking and relevance
YouTube is a part of Google and is a critical part of your SEO strategy. This is because both use similar search algorithms and, with recent Google updates, videos are more common on search engine results pages (SERPs).
Moreover, Google’s algorithm incorporates your search history, delivering personalized search results to each user. As a B2B marketer, you can use YouTube to create a unique and personalized connection to your audience through videos.
Studies show that 59% of executives prefer watching videos to reading text. Thus, neglecting a YouTube strategy puts you at risk of losing nearly 60% of your potential business.
Creating a library of high-quality content:
- Amplifies your brand presence
- Strengthens your audience base
- Elevates your reputation
- Sets you apart in today’s content-saturated landscape
This content not only enhances your SEO but also assures a measurable return on investment (ROI), fortifying growth for your business.
3. YouTube elevates your brand awareness
Historically, paid digital advertising has been a part of YouTube’s identity and stood as its sole marketing function. In February 2020, Google released information on YouTube’s ad revenue, which generated a staggering $14 billion in 2019.
“YouTube offers dialed-in audience targeting as well as retargeting. If prospects have been to your site before, you can automatically reach them again with an ad next time they are on YouTube,” said TruStar’s Daphne Lowell.
Consider this example: While browsing Google or YouTube, you come across an advertisement for something you were recently searching for. This is audience targeting and executing flawlessly. The ability to reach prospects when they’re in the exploratory frame of mind increases their awareness of your brand.
Paid YouTube advertising has a variety of other benefits that B2B marketers can take advantage of, including:
- Naturally targeting videos your target audience is likely to view
- Formulating strategies and campaigns that encompass targeting, budgets and content recommendations
- Seamless with lead optimization platforms and systems such as Marketing Cloud, HubSpot, Act-On and others.
- Full ROI tracking mechanisms
- Fine-tuned post-click results or conversions. Paid YouTube advertising can also be tweaked for specific ads to be shown after the conversion to get more from the same visitor
- Reports to track your progress
Position yourself for future success with YouTube
YouTube has changed the way B2B marketers think about content creation and marketing for their businesses. The platform fosters brand identity and helps you forge deep connections.
For the reasons explained above and the growing audience on YouTube, it’s evident that videos are a critical success factor today and in the future.
Curious about the effectiveness of your YouTube performance? Contact us today for a free preliminary YouTube audit and case study.