The State of Video Marketing & Youtube Hacks
I've just come across some interesting insights into the current state of online video. I am starting to wonder if I, as a marketer, am talking about video too much or maybe not enough.
It seems like every time I turn around, new studies are being released about the effectiveness of video on social media. I want to share some interesting insights into the state of video marketing in 2018 based upon the data points I follow on a regular basis.
Let's start with an overview of a few of my favorite stats. Video is on a dramatic rise. One is that 81% of businesses use video as a marketing tool. That's up from 63% as reported in 2017. Another one is that people watch a lot of video. How much video content do people watch on a typical day? The current average is 1.5 hours. And a whopping 15% of people watch more than three hours of online video on a typical day so twice as much.
That's just wild. If you're reading this post, I ask you the same exact question - leave the answer in the comments.
Some other video stats that really make me notice not just the rise of video but the importance of it as well: 76% of marketers say that video has helped them increase sales, 47% say it helped them reduce support queries, 76% say it helped them increase traffic, and 80% of marketers say video has increased time spent on their website.
It's these kinds of stats that really stand out to me, particularly the stat about how visitors spend more time on pages with video. Another one that I love was that they found that 85% of people say they'd like to see more video from brands, which represents a great opportunity when people are telling you they want more from you. How many times do brands hear consumers really say that?
There are two reasons for that. One, is that people prefer video to learn about things over written text as I do. And two, video content is more sharable. 83% of consumers would consider sharing video with their friends over a link image or text post from brands. People share videos with me all the time. They also share text/articles and photos but video is just as important.
Let's talk YouTube for a minute. This is a channel that I haven't spent too much time discussing here, but considering the fact that it boasts over 1.3 billion users with more than five billion videos watched every single day on the platform, I thought it might be fun to share some hacks. And then if everyone finds these useful, maybe I'll even do a full article on YouTube marketing in the future. So, definitely let me know if that's something you'd like to see. Use the hashtag #askgio on Twitter.
I've been experimenting with my YouTube channels over the last several months and I've seen some really solid growth. I'm talking like 300% increase in video views, 50% increase in followers, and a 50% increase in video watch time, which is pretty decent. So my first hack is on the creation side and that's using YouTube as a massive search engine.
This is one of the most underrated features of YouTube. Or maybe it's more like the most underused features of YouTube for marketers in particular. Let's say you're looking to create a video in your industry, but you don't know which specific topic to cover that will really get you those views. The easiest way to find popular ideas is to use the little YouTube search bar at the top to find the most searched keywords on a particular topic.
What you do is start typing the subject in whatever industry you're focusing on into the search bar and YouTube will automatically complete the word for you with the most popular search terms. Let's say you're a brand that sells fishing gear. All you do is start typing in F-I-S-H-I-N-G into the search bar and YouTube will show you tons of popular search terms that start with "fishing."
You can also reverse engineer that search tactic by adding an underscore before the word doughnut, so you would type in underscore F-I-S-H-I-N-G and then it would populate the most popular terms that are searched along with the word "fishing." And fun fact, you can also do something similar with Google Trends to find popular keyword topics. All you have to do is open Google Trends and type a search term into the explore topics search bar at the top, and once that page opens up, click on web search to open a dropdown menu and choose YouTube search so it filters by YouTube searches specifically. It's just such a simple, powerful tool.
By creating videos around a popular topic instead of just winging it, you can dramatically increased your results. It's a great place to start. One of my favorite tools is a tool which allows you to hack called YouTube Buddy. YouTube Buddy has changed a lot about how I go about YouTube marketing on a day to day basis. It provides insights that in some cases I didn't even know were possible.
YouTube Buddy is a free, easy to use browser extension that provides in-depth insights into every video and every channel on YouTube. All you have to do is install the extension and create an account. And once you have that up and running, you can go to any video on YouTube and it'll show all the metrics and analytics that you could ever want. This allows you to set benchmarks for your own channel while also seeing which videos on certain channels are performing better than others.
The other thing it does, and this can be a huge game changer for you, is that it shows the tags that the creator of the video, on each specific video, is using and where they're ranking in YouTube search. As many of you may or may not know, tags are critical in getting your content discovered on YouTube. YouTube Buddy helps to not only provide suggestions on which ones you should be using in your videos, but also how they're ranking. So you can use this information on your own videos, giving insights to help you increase the amount of traffic to your channel and videos.
So for a quick recap. I use the YouTube search bar and Google Trends to identify keywords or topics that have been proven to already be popular on YouTube. Then, once I have a list of possible topics, phrases, keywords, and such, I use YouTube Buddy to research relevant channels in my space and find out what they're doing that's working for them. And then, and only then, do I get to work.