Over 800 million unique users visit YouTube each month.
Created in 2007, YouTube continues to gain momentum as we begin 2013. This past year brought many changes in accordance with the evolving digital culture, and the social network set various records – cementing its place in the future social sphere.
Videos tagged “Obama” or “Romney” on YouTube garnered 2.7 billion total views. A 70-hour live stream of Hurricane Sandy on the Weather Channel was watched by 13 million people. And of course, “Gangnam Style” became the site’s most viewed music video.
The increasingly high level of engagement from YouTube users, along with continuous updates and improvements, has led to the company’s growing success. The added ability to create “channels” makes it easier to appeal to niche audiences. It also alters the viewing experience, in a move more aggressively competitive to traditional television. See more on YouTube TV here.
Live streaming – most notably during the 2012 Olympics and the Presidential Election – further encourages users to stay on the site, which is a definite goal of YouTube’s, with changes in layout and timing measurements. “Time Watched” now factors into the most engaging video algorithms.
Although YouTube is working toward a larger breaking news presence, there’s also much opportunity for advertising and marketing on the site. Brand promotion can be cleverly integrated with channels and video clips, and the increasing prevalence of television and movies throughout the site leads to more visibility from potential clients and customers. We’ve compiled a few tips below on how to improve your YouTube marketing presence and maximize your social influence, as well as increase your video SEO.
- Optimize text and keywords: As seen here, YouTube partnered with Google AdWords to make it easier to create video campaigns and track and measure the results. This is beneficial when determining keyword ranking and improving brand visibility, both in general and niche terms on channels. 72 hours of video are uploaded to YouTube every minute – you want yours to be found.
- Utilize transcripts and captions: These complement the above solutions in that they further expand on other features and include explanations for the hearing impaired. According to Search Engine Journal, “by adding a transcript, you are providing search engines with the exact content of your videos as content that can be crawled in addition to the title, description, keywords, and tags.”
- Cross-promote: 100 million people take a social action on YouTube (likes, shares, comments, etc) every week. Embedding videos on all brand social network pages drives traffic and adds depth to social engagement.