Humans process visual data better than any other type of information – 60,000 times faster than text, in fact. In 2016, we watched 46,000 years’ worth of video content on YouTube and in 2017, 60% of marketers and small business owners aim to increase investment in video marketing. We heart video. And your inbound digital marketing strategy is all the better for it.
The engagement benefits of visual content
Before we get platform-specific, let’s look at the engagement benefits of harnessing visual content for inbound. Here are three hard-line facts:
- 90% of information transmitted to the brain is visual.
- When people hear information, they're likely to remember only 10% of that information three days later. When a relevant image is paired with that same information, people are likely to retain 65% of the information three days later.
- Using the word “video” in an email subject line boosts open rates by 19% and clickthrough rates by 65%.
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In the world of Inbound, where we strive to engage, convince, convert and nurture strangers into life-long advocates of our businesses, serving video as part of our marketing strategy is vital if we wish to do what all marketers want to do: give our audience what they want.
We know a video is powerful, but why YouTube?
It’s the most popular and well-known video channel but it’s by no means alone. Wistia and Vimeo present compelling alternatives for B2B marketers. But a strong YouTube marketing strategy could be what pushes this platform above all others.
YouTube has a vast audience
Since the world realised marketing is ‘human to human’ (rather than B2B or B2C), YouTube’s reputation as a consumerist, cat-loving, dog-watching video platform is irrelevant.
It’s the channels billion+ audience we want to harness. And half of that audience, between the ages of 18 and 34, would drop whatever they were doing to watch a new video from their favourite channel. It’s a great place to be and no other video channel competes for audience size.
You can advertise on YouTube
The number of channels earning six figures each year from advertising on YouTube has increased by 50% y/y. If done correctly, it can be a powerful revenue generator that bolsters inbound efforts.
There are three types of adverts available on YouTube.
In-stream ads appear in the first 5 seconds of a viewing, after which the viewer is given the choice to continue watching the ad or skip to the content they intended to watch. These ads may take you to another video, your YouTube channel or a website landing page.
In-display YouTube ads appear to the side of the content you are watching on YouTube. The ability to target relevant audiences here means you can display these ads to people who are viewing similar content to that which you are promoting. In-display ads take people to your own video content or channel.
In-search ads appear in response to a search query typed into YouTube. They’re signified as ads by a small yellow box and drive people to a video within a channel. From there, you can incorporate additional calls to action to drive people to sign up, visit or download additional content.
You can re-target with YouTube
Re-targeting shows personalised ads to viewers of your content as they travel around the Internet. It’s also known as remarketing. It works by connecting your YouTube account with your Google AdWords account. Once they’ve seen, liked or engaged with your content on YouTube, you can re-target them with additional relevant content on other partner sites.
A video marketing YouTube strategy bolsters Inbound efforts by serving relevant, engaging content again and again to those who are interested.
It’s all about distribution
For the Inbound marketer, content is key. But it’s worth nothing without a strong distribution strategy. This is where the true power of YouTube lies. It not only provides a platform on which to place video content, it offers numerous distribution methods by which to promote our wares.
Marketing on YouTube offers audience reach, hyper-targeted advertising options, and re-marketing opportunities. Add it to your Inbound digital marketing strategy and you’ll reach more relevant people more often.
Knowing you’re a visual creature at heart, this article would not be complete without a handy infographic. Get all the stats in a visual format with this infographic on YouTube for Advertisers.