Does Your Company Have An Online Video Marketing Strategy?
Written by: Dan Alper
My friends, the internet revolution that started approximately 20 years ago is now entering an era of limitless advancements. With the introduction of uploading videos and sharing them online, the internet has become the world’s largest library of all sorts of content. From the good to the bad, from lovers of cat videos to alien conspiracy theory videos, YouTube has become the world’s leading destination for video content. Video uploads and viewership has reached an incredible number in 2019.
According to Quora.com, the total number of people who use YouTube is 1.3 billion. There is a staggering 300 hours of videos that are uploaded to YouTube every minute and almost 5 billion videos are watched every single day. But more importantly in an average month, 8 out of 10, 18 to 49 year-olds watch YouTube.
Therefore, if you’re the CEO of one of the worlds largest car manufactures, there is no better way to get your brand and corporate message out to world than uploading a video to YouTube. The cost effectiveness of uploading a video ad and watching it go viral is priceless for big brands. Case in point, after the long-anticipated launch of the new redesigned Toyota Supra that was discontinued in 2002, Toyota Motor Corporation’s president and CEO, Akio Toyoda, went on camera to discuss his passion for racing Supras and to deliver a message that the fifth generation Supra is ready for full production.
Toyota could have opted to use an expensive traditional TV advertising model to spread their CEO’s message to loyal Supra lovers and more importantly to the entire world. However, their marketing team made the smart decision to use a 1:56 minute online video to tell Mr. Akio Toyoda’s story and convey his passion for the car and his love for the sport of motor racing.
The effectiveness of video advertising is measurable in many ways. When a content creator uploads a video onto YouTube they get access to analytics that will show all kinds of metrics and stats in detail. Access to this data allows digital marketers the ability to measure the reach, audience, viewership, geography, and minutes watched of a video. Decisions based on the analytical data will enable digital marketers to make fast and effective changes or tweaks to their video campaigns if certain metrics are not being reached.
More importantly is the engagement factor. Here You have a CEO of one of the largest auto manufactures speaking to the world about his passion on camera. He is telling his personal story and people can relate to this. Since most TV viewers are accustomed to ignoring standard commercials that break up their shows, a YouTube video is far more engaging. A YouTube user needs to take action by entering a query in YouTube’s search box in order to view a video which implies that there is an interest in a topic. The viewers interest translates into engagement and can even produce feedback in the form of a like, comment or question. For a marketing professional this is gold. A company is able to measure the feedback and respond to questions. This creates a connection between a brand or product and the marketplace that it serves. Companies can use this feedback, weather its positive or negative to change, pivot, and evolve in a short period of time based on the video ad’s response.
In terms of small business owners, YouTube offers a platform that any size company can take advantage of. The same rules and standards are applied to everyone and video marketing is a creative force that can positively impact the success of a company. Videos on new product lines, branding, reviews, instructions and Q&A sessions are only a few topics that give content creators the ability to reach a global audience.
At RankWorks, our team of internet marketing experts apply a whole range of online and offline techniques to improve and grow sales. If your company is interested in learning more about applying online marketing techniques or growing your business through the world wide web please contact us and if you’re wondering, the new 2020 Toyota Supra comes with 335 HP and does zero to 60 in 4.1 seconds. It also looks pretty sexy on the road.
