The PR Net Digital Event Recap: 'The Marketing & Media Opportunity of YouTube'

Marcomms pros have become extremely social media savvy, utilizing platforms to boost brand awareness, sales, loyalty and beyond. While the opportunities on Instagram and TikTok need no introduction, there’s one powerful platform many brands and companies are missing out on: YouTube. We took a deep dive into the marketing and media opportunities on YouTube with Nylon Consulting’s Laura Bindloss, who launched the Designer Home Tours YouTube channel, and SEEN Connects’ Lucy Robertson, whose team of influencer marketers have mastered using YouTube as a comms tool.

• YouTube is a discovery channel - it is the second largest search engine, only behind Google
• 85-90% of people in the US use YouTube monthly, so if you’re not showing up there, you’re missing the general population
• There are over 2 billion monthly active users on YouTube
• Video is a more powerful tool than images
• The algorithm is more generous on YouTube if you’re not spending money (versus the way Instagram docks you)
• Pro tip: you can go back and edit videos or copy and help videos keep getting traffic
• People don’t usually watch just one video, they watch several, so one great one will help boost your whole library and channel  
• Thumbnails are important, so test images (darker, lighter, person, text on image, etc.)
• First hour of posting is crucial, so blast your videos across all social channels/email to boost viewership immediately
• Tips for creating content: 
  • Make sure it’s entertaining or educational
  • Be authentic
  • Allow creators to take the lead
  • Tap into niches when possible
• Don’t need a huge budget, but invest in professional video editing (you can shoot all content on a phone, but editing makes all the difference)
• People on YouTube are highly engaged with the content: they post longer-form feedback, comment on more than one video, etc.
• Demographics on YouTube are diverse in age, from 10-55+, so it doesn’t matter what product you’re pushing, you’ll probably have an audience for it on YouTube
• 96% of consumers find video useful when shopping online
• 73% of consumers are more likely to make a purchase after watching a YouTube video
• Any size business can find success on YouTube
• 70% of viewers prefer YouTube Live over other live video platforms
• Opps from YouTube live: improved authenticity, one-click shopping, better product education
• YouTube shorts have been around since 2020 but there’s a push around it now - their answer to TikTok
  • 1.5B monthly Short users
  • Videos are 60 secs or less (sweet spot is 15-30 seconds), unpolished and trend-driven Globally available, but targeted to Gen Z and niche
• YouTube Shorts content tips
  • Identify snappy topics that resonate with your audience/sell your brand
  • Capitalize on trending songs, hashtags, events and SEO