Youtube for business: should you have a channel? (1)
Miguel Nicolás
17/09/2020
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Youtube for businesses of any size can be a marketing opportunity. Is this your case? We are going to tell you why it may be advisable for you to have a channel.
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We are not going to discover the wheel now if we say that video marketing is one of the strategies that works best and connects with the user. It is not like we are going to bring you a breaking news story if we tell you that YouTube is one of the key pieces for spreading that content.
What we do want to do is stop at the strategic part, because maybe you have asked yourself: Is YouTube really for my business? -
The importance of Youtube
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It is worth putting into context the absolute greatness of this platform. Within the Internet there are not many sites with the same capacity to generate traffic, content and business.In fact, there are only two sites with more monthly visitors: Google and Facebook. Considering the importance of what we are talking about, that bronze medal is quite an achievement.If we stick to numbers like those provided by last year's report published by Youtube itself, we are talking about 2 billion unique users in 90 countries. These users play 1 billion hours of video content every day.Add to this the second most used search engine in the world and it is clear that, even if only by volume, we can be very interested in being visible on this platform.
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Advantages and disadvantages of Youtube for businesses
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To help you make a decision and decide (or not) to include this network in your Social Media strategy, we are going to provide some arguments that can help you destabilize the balance in one way or another.
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#1 – Segmentation capacity
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The best thing about a massive audience like this is that it allows you to attack different types of audiences with the security of knowing they are there.The same Youtube report shows that there is a range of large consumers between 18 and 34 years old. By crossing this with the content data that works best, we will know what content and how to make it reach the chosen audience.
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#2 – A huge number of ways to approach audience
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In this case, we must differentiate between topic and format. Firstly, we have the different types of Youtube video for businesses looking to make use of their channel. Some examples:
- Tutorials on the use or configuration of products.
- Unboxings showing the opening of packaging and the first impression.
- Product video analysis.
- Comparative.
- Dissemination on areas of interest related to the product.
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It is a great advantage not to have to stick creatively or strategically to only one type of content.In terms of formats, there is also more variety than you might think because in addition to the "standard" videos hosted on the platform we must add the possibility of streaming and, watch out for this, they have just announced Youtube Shorts, which aims to be their TikTok killer.Another point in favor.
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#3 – Marketing possibilities
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Youtube Ads, with their multiple formats and segmentation possibilities, are still the alternative to traditional TV spots. With the advantage of being much cheaper, better segmented and being able to measure the return on investment to the penny.
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But marketing is not just SEM. A good organic optimization will generate web-referred traffic and is obviously ideal for your content and social media strategy.This is also good, of course.
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#4 – The technical issue
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This may backs more than one out. Getting to produce good quality, well lit, professional sounding videos... seems like a pretty serious barrier to enter.
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We are not going to argue with you 100%. It is true that anything is not worth it, because what is behind everything is your brand. Anyway, it depends on your tone of communication. Many times, doing something organic and close does not require big shoots or investing in video production companies. Reality is an upside value.
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#5 – Demand consistency
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Like any other network we want to incorporate into our media mix. The disadvantage is that creating your own original content for Youtube requires more media (stuff or personal) and time than maintaining an active profile on Twitter, Facebook or Instagram.You have to publish with a certain periodicity; otherwise, you will end up with a very abandoned profile that will not exactly play in your favor.This is definitely bad if you do not have the time or resources to dedicate to your business' presence on YouTube.
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All things considered, is it advisable for you to have a Youtube channel for business? In the next post we will give you the keys to set it up perfectly.
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Images| Unsplash.