YouTube has become a powerful marketing force to be reckoned with. Surpassing all other video platforms, YouTube has gained nearly 2 billion active users a month. Businesses of all sizes are seizing the opportunity to reach a massive audience and promote their products and services through video.
In this blog post, we will look at the latest YouTube trends of 2023. Following a dive into the data, we’ll give you a series of our top tips for leveraging your brand through video. We’ll cover how you can create engaging video content to target specific audiences, as well as ideas for content formats. Our goal is to show you how to make the most out of your YouTube presence and drive results for your business.
YouTube Trends by the Numbers
Back in February of 2005, three former PayPal employees, Steve Chen, Chad Hurley, and Jawed Karim, created YouTube. Originally, the platform was created for sharing short video clips and was intended to be a dating site. However, after a few days of zero success, they ditched the original concept of using YouTube as a dating site in favor of allowing users to upload any type of video they wanted.
The first video to be added to the site was by Jared Karim and was titled “Me at the zoo.” After this, YouTube quickly rose to fame, gaining popularity, particularly among younger audiences. By November 2006, YouTube had gained the attention of Google. The company acquired the channel for $1.65 billion in stock.
With Google backing the channel with resources, YouTube expanded and grew, adding new features, such as the ability to upload long videos and improved video quality.
Initially, YouTube was mainly used for entertainment. Users uploaded funny videos, silly clips, and animated shorts. However, as time went on, more and more creators and companies began to see the potential of using YouTube as a marketing tool.
By the late 2000s, YouTube had become an online video giant, drawing in a steadily increasing viewership and pumping in marketing dollars.
In the year ahead, though other video platforms are also on the rise — such as the Gen Z popular TikTok — YouTube is still holding its place on center stage.
The proof is in the numbers.
- YouTube has around 1.7 billion unique visitors per month, and the site nets around 14.3 billion total visits per month.
- Between 2022 and 2028, the global number of YouTube visitors is forecast to increase by 44.05%.
- When you consider YouTube’s global viewership, it is easy to see why it is not only the starting point for many influencers but also a powerful money-making tool for Google. In 2021, YouTube generated global advertising revenues of more than 28.84 billion U.S. dollars. In doing so, the platform accounted for over 11% of Google’s total annual revenue.
- YouTube isn’t just a growing platform for entertainment. More and more users are turning to YouTube to influence purchasing decisions. According to Google, 70% of viewers in the U.S., Mexico, and Colombia said that they bought from a brand as a result of seeing it on YouTube.
- When it comes to reaching consumers on YouTube, mobile is key. According to Google, 70% of global YouTube watch time occurs on smartphones and tablets.
By the numbers, it is easy to see why companies would be remiss not to take advantage of the incredible number of consumers on YouTube. A captive audience awaits, and the only question is, how will you market effectively to your target customers?
YouTube Marketing Tip #1: Follow the ABCDs
When it comes to creating compelling YouTube marketing videos, perhaps no better advice has been given than that provided by Google itself. In an official Google marketing publication, the online giant provided a foundational outline for every YouTube marketing video to follow: The ABCDs.
According to this article, on average, businesses that implemented the ABCDs delivered a 30% lift in short-term sales and a 17% lift in long-term brand contribution.
What exactly are the ABCDs? ABCD stands for Attention, Branding, Connection, and Direction. Google’s recommendation is to take any creative video marketing idea you have and conform it to the ABCDs. Let’s take a further look at how this works practically.
When crafting your video content, the first thing you should do is think about how you will hook your audience. People have incredibly short attention spans, which is why successful videos create engagement immediately.
How can you do this?
- Start with a strong statement: Kick off your video with a powerful or thought-provoking opening statement. Ask a bold question or share a compelling stat.
- Add visually striking elements: An attention-grabbing image or something out of the ordinary can snag a viewer’s attention and make them wonder what is coming next.
- Use interesting audio: Music or sound effects can also help capture a viewer’s attention. Catchy or upbeat music, an interesting sound, or a unique tone can make your video more engaging.
- Implement humor: People love to laugh, and adding a touch of humor can help keep someone interested in your video.
- Tell a story: Begin your video with an intriguing story or compelling anecdote. Take your viewers on a journey.
- Share a teaser: Start your video with a glimpse of what is to come. This can help engage your audience and make them want to stick around until the end.
When you create a video, your audience must connect that content to your brand. To do this, consider implementing the following branding ideas into your videos:
- Use your company logo and colors.
- Add your website URL and social media handles.
- Use brand messaging, reinforcing your company values and mission.
- Showcase a company spokesperson or executive to establish trust and credibility.
- Add a product place showcasing a specific item or service in a natural, subtle way.
- Use brand and industry hashtags to increase the visibility of your video and make it more discoverable to people searching for related content.
It is important to keep in mind that while you want to incorporate branding into your videos, you want to do so in a subtle way that doesn’t feel too in your face. The goal is to engage with your audience, not make them feel like they are being coerced.
Videos can be a powerful way to connect with your audience. To build connection through video content, use these ideas:
- Showcase customer testimonials. This will help build trust as customers see how other people just like them have benefited from your brand.
- Create community. Demonstrate your company’s community involvement or an event you hosted. This will help customers see you as a part of their environment.
- Share ideas through relatable scenarios. Understand your customers’ pain points and portray situations that showcase this connection.
- Hire influencers. Influencer marketing is a great way to create niche content that engages with a specific audience segment.
- Use interactive videos. Give your viewers a chance to interact with your video to create an engaging and memorable experience.
Finally, your videos should always provide viewers with direction. Guide your audience to take a specific, easy-to-follow action.
You can do this through any of the following methods:
- Create a clear, concise call-to-action (CTA). Your viewers should know exactly what to do next.
- Make it bold. Your CTA should be visually distinctive from the rest of your video.
- Consider your timing. Your CTA should appear at the right moment in the video, ideally when viewers are the most engaged.
- Keep it consistent. Make sure your CTA matches the theme and message of your video. It should feel like a natural next step.
- Track it. Use trackable links or phone numbers to measure the success of your CTA.
- Make it mobile-friendly. With so many viewers watching YouTube on a mobile device, ensure that it is easy for a viewer to tap on your CTA on any device.
- Add multiple CTAs. Rather than relying on one CTA, sprinkle CTA options throughout your video.
YouTube Marketing Tip #2: Try Live Streaming
Now that you know the foundational elements of a good YouTube video, it’s time to think about your format. In addition to static, uploaded videos, YouTube also allows you to live stream. This feature was rolled out in 2011, and since then, it has changed how people consume videos.
By 2021, live streaming grew to become a $70.5 billion industry. And viewers grew to spend eight times longer watching live videos than on-demand videos.
Live streams create a compelling first-person experience. Through live streaming, you can help customers connect with your brand in real time. Not only that, but you give your customers the ability to interact through questions and comments.
If you haven’t yet, give live streaming a try. Host Q&As, demo products, or share announcements about your services.
YouTube Marketing Tip #3: Focus on Brand Building
During a crisis, businesses are often quick to slash their long-term investments in brand building. This is a regrettable choice, as these investments are essential for business growth.
A study by Nielsen and YouGov, commissioned by Google, discovered that advertising had an 84% greater return on investment when considering the long-term impact on sales through brand lift metrics.
Practically speaking, that means for every dollar you spend on short-term return on ad spend, changes in your brand equity yield an additional 84 cents. YouTube is particularly effective for building your brand, with lift metrics 2.1 times higher on average than linear TV.
Returning to the ABCDs of video creation, it becomes essential to your long-term video strategy to hone in on your branding tactics. Your long-term benefits are huge when you do branding well.
Create a Cohesive Video Marketing Strategy with J&L
In conclusion, marketing on YouTube can be a powerful way to build your brand and engage with your customers. By focusing on creating consistent, branded content, building a community, and measuring and analyzing your results, you can drive immediate online conversions while increasing brand awareness long-term.
However, building a successful YouTube strategy does take time, effort, and expertise. If you’re looking for help with your YouTube marketing strategy — and your overarching digital marketing strategy — J&L Marketing is here to help. Contact us today to schedule your consultation and take the first step toward building a strong YouTube brand presence.