By adaptive - March 19th, 2015

As video continues as the most shared type of content across social media channels, YouTube should be at the heart of all corporate marketing.

YouTube stands as one of the trinity of leading social media networks. Along with Facebook and Twitter, YouTube has continued its meteoric growth since its inception in 2005. Today, the network boasts more than one billion users. 
  • Every day people watch hundreds of millions of hours on YouTube and generate billions of views. 
  • The number of hours people are watching on YouTube each month is up 50% year over year. 
  • 300 hours of video are uploaded to YouTube every minute. 
  • YouTube is localized in 75 countries and available in 61 languages.
  • Half of YouTube views are on mobile devices.
  • Mobile revenue on YouTube is up over 100% year-on-year.
Video content has also become the most shared type of content online. Corporations that have wanted to leverage their marketing messages have been developing video content, as according to Cisco, by 2017, video is predicted to account for 69% of all Internet traffic.
There is clearly a propensity to share video content. In Unruly’s Geography of Sharing Report, which identifies key online video sharing trends from around the world, suggests that advertisers looking to drive more earned media should target these consumers.
The report also shows that the video ecosystem is fragmented. While the majority of video shares (59.4%) worldwide take place on Facebook, viewers share across a multitude of platforms, including Twitter (13.8%), Google+ (9.3%), Tumblr (5.7%) and Pinterest (3.9%). The report also shows that over three-quarters of video views take place outside of YouTube.
Olly Smith, EMEA MD at Unruly, said: “Using the right mix of emotional and social triggers, social video campaigns can cross geographical and linguistic borders and be used to kick-start global conversations. However, local activation is the key to success and this is where data-driven insight, revealing the subtle differences in sharing habits by market and by demographic, can propel campaigns to global success and protect brands from making a cultural faux pas.”
Video sharing behaviour is just as telling with 72% of respondents use YouTube for their marketing according to ExactTarget’s 2014 State of Marketing survey. With the B2B Video Benchmarking report concluding that Over 70% of respondents claim that video performs better than other content for producing conversions.
And in their latest report into video trends to watch across 2015, Unruly state: “In 2014 we saw Facebook challenge YouTube for audience views and advertiser dollars. The world’s largest social network started to publicly display view counts in 2014, and with new Facebook video features launching all the time, we’re entering a post-YouTube era in 2015. 
“Three-quarters of video views already occur outside the YouTube ecosystem according to 2014 comScore stats, and in 2015, successful brands will need to embrace multiple media channels to reach and engage their audience wherever they’re watching and sharing videos. With video ad spend continuing to soar, YouTube will defend its position vigorously, so this battle between the big guns looks set to become a war of attrition in 2015.”
Leveraging the power that YouTube can deliver to corporations means understanding how to create engaging video content:
  1. Less is more with video content. Make your corporation’s video short and to the point. Research indicates that video under 2 minutes in length receive more than 50% more views.
  2. Start a series. Opening a video channel is a great way to engage with customers, as they can return regularly to your corporation’s channel to view your latest video.
  3. Quality is king. Take the time and make the investment needed to create professional videos. The high quality will be rewarded with increased views.
  4. Analyze your channel. It is important to set up robust analytics to test the effectiveness of the videos you produce.
  5. Annotate your videos. The use of annotations during your video can be a powerful call to action. YouTube have recently launched Cards, which offer a rich environment for annotating videos.
There is clearly a propensity to share visual content more than any other across all the leading social media networks. Corporations that don’t have a video content strategy need to develop one now!

Read more about how to leverage video content across your corporation.

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