Brands should think of YouTube as more of a community-building tool than a marketing tool

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 11, 2020, 3:23 PM UTC

YouTube is the second-largest search engine and its content gets indexed on search engines beyond Google.

By uploading a video on YouTube, content creators can reach even those audiences who do not use Google as a search engine. But, YouTube’s algorithm is designed to deliver highly relevant and organic results. Instead of using YouTube as a marketing tool, businesses should use it to build awareness and a community around the brand.

Marketers should consider introducing themselves in the first part of the video, instead of trying to push viewers to an opt-in right away. They should then try to deliver value and not a sales pitch.

Brands should further avoid using any language to cue viewers that the videos is about to end. Instead, they can use the screen text option to highlight CTAs and the about tab for contact details.

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