Custom Digital Marketing, Social & Interactive Media Consulting

What is YouTube?

YouTube is a video-sharing website where users can upload, view and share videos. The site, launched in February 2005, is the largest video-sharing site in the world, and the third-most visited site on the Internet. The site uses Adobe Flash Video and HTML5 technology to display a wide variety of user-generated video content as well as media corporation (TV networks, movie studios, etc.) video content. Unregistered users can watch videos (only users age 18+ for potentially offensive material), while registered users can upload an unlimited number of videos (up to 15 minutes in length). Users can like and comment on videos, post their own video responses and share links to videos with others, especially via social networks like Facebook. In November 2006, YouTube was bought by Google for $1.65 billion.
Definition in part from Wikipedia

Positive Points:

  • 100 million people take a 'social action' (like, share, comment, etc.) on YouTube each week
  • Since 2010, mobile device traffic to YouTube has more than tripled - in line with the increasing shift of Internet use to mobile devices (smartphones, tablets, laptops, etc.)
  • As an integrated part of the Google family of properties, YouTube activity works to improve search engine (Google) visibility and ranking
  • 76% of marketers plan on increasing use of video marketing and YouTube
  • Free to sign up and use - many already have a relationship with at least one Google property (typically Gmail)
  • Takes advantage of the overall shift of the Internet and iMedia toward increasing use of images and visual content (show over tell)

Potential Pitfalls:

  • Given the nature of the content (video), maximizing benefit requires a certain level of video shooting/editing skills along with the necessary equipment
  • Issues with copyright infringement - both infringing others copyright and having your copyright infringed
  • Producing original content, especially high-quality original content, can be time consuming and labor intensive
  • Videos often tend to be magnets for negative comments and trolls, exposing your brand to being associated with negative (and possibly offensive) comments
  • Not all videos are available (capable of being viewed) on the mobile version of YouTube
  • Navigating the combinations of video quality, codecs and formats can be an obstacle to maximizing benefit