5 Key Essentials Businesses Must Know for YouTube Marketing

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As mentioned previously, YouTube is the 2nd most popular website in the world and has over 1.9 billion logged in monthly users! There is no denying this website is loved by many people and is a great marketing tool for businesses!

YouTube has 63 million daily viewers worldwide and 1.9 billion logged in monthly users, but there are also a number of people watching videos on the platform every month who are not logged in to an account.

The platform has launched is 88 countries and is available in 76 different languages! Followed by Google, YouTube is the 2nd largest search engine in the world and is the 2nd most visited website again after Google.

Every minute, 400 hours of videos are uploaded to YouTube and viewers watch over 1 billion hours of videos on YouTube every day. That is more than Netflix and Facebook video combined!

Source: Unsplash.com

Who is using YouTube and How?

Let’s look at YouTube demographics Nationwide.

15.8% of YouTube users are from the United States.

Over 90% of 18 – 44 year old American internet users and over half of American internet users are 75+ watch videos on the platform.

According to comScore, on YouTube, the biggest age group of viewers is 25 – 34 years old with 400k viewers, followed by 35 – 44 with around 350k viewers, and then 45 – 54 with about the same number as the youngest age group with 300k.

Worldwide, YouTube has the most monthly active users in Brazil, Russia, Japan, and India.

80% 18 – 49 year olds watch YouTube in an average month.

Viewers watch videos on YouTube on both computers, mobiles, and TVs. However, more than 50% of YouTube views are coming from mobile devices. The average mobile viewing session lasts more than 40 minutes. On mobile alone, YouTube reaches more 18 – 49 year olds than any broadcast or cable TV network! Times they are watching YouTube on their TV has more than doubled year over year thanks to Smart TVs and popular gaming consoles that include an interactive app.

Source: Unsplash.com

What to track and How to track it

In order to reach success, you need to understand what is working and not working on your YouTube channel. YouTube Analytics can help you get some insight into these things. So, what do you need to track on YouTube?

There are a few things you should look at. First, start to sign in to your channel, and then click on the profile icon in the right top corner, there you’ll find Creator Studio. When you click on the Creator Studio icon, you will be navigated to where you can see some basic analytics such as views, watch time, subscribers, and estimated revenue. Additionally, you can get even more information if you click on Analytics in the left panel of the page. The standard settings are set to show you the last 28 days, but if you need to narrow it down or see changes over a period of time, you can easily change this.

You can also filter by country or continent when looking at your analytics page. You will find 3 main sections: Watch time reports, Interaction reports, and Revenue Reports

The Watch Time Report contains data from your channel, from your videos, and any type of engagement on your channel or videos. There are many different sections you can look at here, one of them is watch time and there you can see how long-time people are watching your videos and how many views you have. You can also investigate demographics, geographies, traffic sources and much more!

The Interaction Report tracks subscribers, likes, dislikes, comments, and sharing on your channel and videos.

The Revenue report will tell you how much money you are making on YouTube as well as on your ads and ads from other companies that are playing on your videos. 

Source: Rawpixel.com

How exactly can businesses benefit from YouTube?

Clearly, YouTube is a popular site and is used by many different age groups and demographics. A video about brands, services, or products can create both brand awareness as well as curiosity about products. Over 90% of people say that they have discovered new brand or product on YouTube, and more than half of online shoppers say that videos have helped them decide what product or brand to buy. Of the global online shoppers, 40% say that they have bought products that they first discovered on YouTube!

YouTube helps a brand tell an interesting and appealing story about their company or product to those who are unaware. Viewers love How-To videos and the 3rd largest channel on YouTube is 5-Minute Crafts, a How-To channel showing viewers how to make trendy, affordable crafts easily.

By having a YouTube channel, businesses not only bring brand awareness to the forefront, but they’re also able to present a firsthand experience with what their selling. Directly from the producer to the viewer, companies can showcase exactly how their products work and the benefits of that product from their perspective. It provides a more personal, one-on-one experience versus being advertised to – which in turn, creates bonded relationships, trust, and so many other advantages for viewers and brands.

Source: Rawpixel.com

Understanding YouTube analytics is crucial to know who to market to and how to reach that market. Additionally, knowing what works and what doesn’t is vital for YouTube marketing success. Evaluating YouTube analytics is something that should be done continuously in order to give your audience the content that they want. Providing valuable content is necessary for your YouTube marketing strategy; make everything count!

About the Author

Lova Olsson

Lova Olsson

Social media and digital marketing professional with a passion for content and storytelling. Originally from Sweden and speaks Swedish, French and English. Graduated from UCLA Extension in December 2017

Sources:

  1. https://www.brandwatch.com/blog/YouTube-stats/
  2. https://www.thinkwithgoogle.com/consumer-insights/video-trends-where-audience-watching/
  3. https://www.thinkwithgoogle.com/advertising-channels/video/video-purchase-funnel/
  4. https://blog.hubspot.com/marketing/YouTube-stats
  5. https://blog.hootsuite.com/YouTube-analytics/
  6. http://www.businessofapps.com/data/YouTube-statistics/

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