Why YouTube Should Matter to Brands in 2013
Remember when Facebook hit 500 million active users and we all placed bets on whether or not a single website could ever reach 1 billion? And then last September when Facebook did it everyone in marketing called the game?
Facebook won. There are no more milestones to reach (except for maybe ALL the people, but that won’t happen – will it?).
Meanwhile, YouTube quietly (and I say quietly because for some reason marketers and Internet trend spotters alike failed to even classify it as a social networking site) reached the same unreachable milestone. And still marketers are allocating their social budgets mostly to Facebook and Twitter while ignoring YouTube.
So, why are marketers wrong about YouTube? There are 5 reasons that for many brands, YouTube is arguably the most strategic channel on the Web:
- It has 1 billion active users every month. 1 billion…with a “b.”
- The second largest search engine in the world to Google isn’t Bing or Yahoo; it’s YouTube.
- In the past year, video has become the content of choice for Internet users.
- The communities on YouTube are large and passionate. While on other social sites like Facebook, people’s networks are made up of other users that they know IRL, on YouTube communities of strangers are built that blossom into IRL relationships. And instead of organizing around common connections, they organize around passions like religion, gadgets, entertainers, political affiliation, etc.
- While the biggest brands are just starting to get on board, most of your competitors are probably not using YouTube effectively. This is a big one.
Alright, so now that you’re convinced that your brand should start thinking about how to play on YouTube, you want pointers on getting started. Bad news, you’re going to have to wait for my next blog post…or you could check YouTube.
This is part of an on-going series on YouTube advertising.
Check back next week for “Before You Start: YouTube for Brands”
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