According to recent statistics, 74% of adults in the US use YouTube. That’s more than Facebook and almost twice as many as Instagram.
Statistics like these are among the top reasons why most successful brands have already established their presence on this platform.
People love to watch videos, and a great number of people prefer watching videos to reading text. That's why YouTube has been consistently growing since its launch in 2005.
Right now, the platform has over 2.3 billion active users worldwide, and many brands are using it as a hub to connect with their target market.
If you’re still unsure whether or not you should use this video-based social network as a way to improve your brand’s online presence, read on to discover the 8 reasons why a YouTube channel is a requirement for brands, now and in the future.
1. YouTube is Growing Fast
YouTube is currently the second largest search engine, after its parent company, Google. It's also the third most-visited website in the world, surpassed only by Google and Facebook respectively.
Each month, over a billion people visit the video-sharing site, and every minute over 100 hours of video are uploaded onto the platform.
Long story short, YouTube has become so huge that you are guaranteed to find an audience that you can transform into eager fans and loyal customers of your brand, regardless of the industry you're in.
With the right strategy, you will be able to tap into the website's horde of traffic. All you have to do is focus on educating, entertaining, and providing solutions to the problems faced by your target audience.
Once you have your strategy in place, you will be able to build and grow your business thanks to the ever-increasing stream of leads that you can generate on the platform.
Some of the platform’s best-performing content includes:
- How-To Videos: You can create high-quality videos teaching your audience how to achieve a specific goal as a way to showcase your business, product, or expertise, as well as market your brand online through this popular social media platform.
- Explainer Videos: Explainer videos help you highlight the features of your product or service to potential users. These have a softer approach and are more informative than promotional videos, which makes it a lot easier to market to your audience.
- Training Videos: Another effective way to use YouTube to move your brand forward is by posting training videos that give your prospects a taste of what to expect from your brand in the form of a video presentation.
For example Mailbird uses their Youtube channel to help educate their audience with explainer and how-to videos. With this type of content helped to increase their viewership, subscribers by and helps to drive traffic to their blog.
2. Get Found on Google
Yet another reason why a YouTube channel is a requirement for your brand is that Google includes YouTube results in the SERPs (search engine results pages).
Google's Universal Search blends together all the results, including videos, images, books, news, local searches, etc. in an effort to provide users with the most relevant and useful answers to their queries.
Lately, videos have been appearing more often in the search results, which is unsurprising given that video consumption is on the rise.
The inclusion of more videos in search results also shows that Google considers them to be just as important for providing information to searchers as text-only pages.
This is something you can use to your advantage by creating complementary videos for the articles on your site and then posting them on YouTube to make it easier for the right people to find your content.
Using YouTube as part of your overall marketing strategy has the added advantage of building backlinks to your website, which further boosts your visibility online.
As you can see from the image below, studies show that a high number of backlinks is correlated with high rankings in the SERPs.
Backlinks also increase your credibility score, which has the added benefit of making you a lot more searchable on Google.
More backlinks also help to boost your website’s authority, which, in turn, raises your rankings in the search pages.
Knowing the ranking and the metrics of your website is crucial in understanding what you have to focus your resources on. Finding out those metrics can be done using a website ranking checker.
3. Build Trust with Your Followers
One of the main benefits of having a YouTube channel relates to your brand’s credibility and how it allows companies to have an impact on their channel management strategy.
Having a YouTube channel for your brand can help to increase trust with your followers, which is important because people won't buy from you if they don't trust you.
You can begin to build trust by adding a personal touch to your video content and showing the "human" side of your brand.
For the most part, brands that drive traffic to a landing page with a video of a person speaking about the product/service experience a dramatic increase in the generation of leads and sales.
When you can relate to the audience on an emotional level, it helps to boost their trust in your business. This, in turn, increases your conversions.
But, keep in mind that anyone can set up a channel on YouTube, but that doesn't mean that they instantly become trustworthy.
Only the truly good channels that offer high-quality, useful content get the most views and subscribers.
Viewers are smart, and they can tell from a mile away whether or not you've put the effort into creating your channel.
Here are some of the things you can do to build trust with your followers:
- Use custom graphics on your channel you create with your desired graphic design software
- Add an “About Us” section with relevant information
- Add links to every video you upload and make sure you’re using the right video editing software to make it beautiful.)
- Respond to all your comments
Doing these things all show your viewers that you are truly interested in creating a channel that is worth viewing, which will enhance your brand's credibility and develop trust between you and your audience.
PRO TIP: Keep all of your channels images in a photo management platform so that you can see what you’ve created in the past and reuse images when it’s appropriate.
4. Showcase Your Company’s Personality
Another good reason to start building your brand’s YouTube channel is to showcase the personality of your company.
This is a great way to:
- Set yourself apart from the rest;
- Build an engaged and loyal audience on the social media platform; and
- Encourage prospects and customers to learn more about your products.
One way to showcase your brand's personality on social media is by sharing your story. Remember, people buy from those they know, like, and trust. So, by injecting a personality into your brand stories, it helps to make it easier for your audience to relate to you.
Another way is by having a conversation with your audience as opposed to a one-sided monologue. In all your communications, use a conversational tone that builds rapport with your viewers.
Check out how PandaDoc revamped their YouTube content from tutorials to conversational podcasts:
If it's in line with your brand, another tip to help you make your brand stand out is to add a bit of humor to your content. Our brains respond to anything novel and this can be a powerful way for you to grab the attention of your viewers and encourage them to engage with your brand.
These tips will not only help you showcase your company's personality, but they will also have the added benefit of helping you enhance your overall brand messaging so you can develop a stronger reputation for your business.
5. Connect With Influencers in Your Industry
YouTube is an excellent platform for influencer marketing, and your Youtube channel can be a great place to connect with influencers in the industry through interviews.
In fact, over 70% of brands state that they find YouTube videos to be the most effective content format for influencer marketing.
It can also be a way to gain free word-of-mouth buzz for your product if your videos go viral.
If you can come up with a creative concept that your audience will find impossible to ignore and then work with an influencer in your industry to share it with broader audiences, it's highly likely that your content will go viral, generating massive awareness and interest in your brand.
This category is one of the trickiest to navigate, but once you have a firm understanding of your target audience and the YouTube Creator tiers, you will be able to find YouTube influencers to partner with for successful marketing campaigns.
6. Create an Extra Income Channel
If done right, your YouTube channel can be an extra income source for your business.
It's beyond the scope of this article to discuss all the different ways you could monetize your videos, but here's a quick summary of what your brand could do to generate revenue from your YouTube channel:
- AdSense for Video: This is one of the most commonly used ways to create a revenue stream from your YouTube channel. All you have to do is sign up for a Google AdSense account and enable the video monetization features to start earning money from your video content.
- License Your Content to the Media: If your brand creates a viral video, you can leverage its mass appeal by licensing the content to media outlets, online news sites, morning shows, and other creators in exchange for money.
- Sell Products or Merchandise: On YouTube, there are a ton of products that you can sell to make money on your channel. Merchandise, in particular, is a great idea because it also increases your exposure by placing your brand and personality out there in the offline world.
As long as you consistently create and share content that your audience finds relevant and useful, your viewers will promote your brand and buy from you.
7. Increase Dwell Time on Your Blog
One of the best things about creating a YouTube channel for your brand is that your videos are not limited to just that platform.
You can gain additional exposure by embedding the videos on your blog. This also serves as a great way to reduce bounce rate, boost engagement, and increase page dwell time.
When ranking your website on its search engine, Google takes into consideration the duration of your visitors’ stay on your website.
If people don't stay long or they leave straight away after viewing a single page, that isn't too good for your site.
The longer visitors spend on your page, the better, and engaging videos that play for a few minutes can help you encourage visitors to stay a little longer on your blog.
The best part is that you get all these benefits without eating up a lot of space on your website or slowing down your page loading speed.
Your file is uploaded to YouTube and you can simply paste the embed code onto your own site to share your YouTube videos with your website audience.
8. Grow Your Email Subscriber List
Finally, you can use YouTube to increase the size of your email list with calls to action on your video content.
Although last on our list, this is among the biggest benefits your brand will reap from using YouTube.
After all, your email list plays an important role in increasing your conversions.
It provides you with warm leads that you can update, follow up, and (hopefully) convert into actual paying customers.
When you consistently create high-quality, useful, and engaging video content, it not only opens the door to brand-new visitors who might otherwise never have come across your brand but also allows you to establish a connection and develop stronger relationships with those visitors.
In addition to including calls to action at the end of your videos, you can also use Youtube video editing software to embed sign-up forms directly onto your videos. Viewers can stop the video temporarily to quickly subscribe to your email list before continuing.
You can also include videos on your landing pages, giving you a higher chance that your prospective customers will click on the “subscribe” button.
This is an effective approach that makes it a lot easier for you to build your email list while providing your audience with engaging content that they love.
There you have it. 8 reasons why a YouTube channel is a requirement for your brand.
Just keep in mind that the true value of your brand's YouTube videos doesn't lie in direct monetization, but rather in building trust, boosting your reputation, strengthening your credibility, and engaging with your prospects and customers.
Over time, this will help you sell more and grow your business with video - and it all begins with building a YouTube channel for your brand.
Ron Stefanski is an internet business expert and marketing professor who has a passion for helping people create and market online businesses. You can learn more from him by visiting OneHourProfessor.com You can also connect with him on YouTube or Linkedin.