The moving picture appeal of video versus still graphics or written content is progressively influencing consumer behaviours and preferences. While marketers and retailers are becoming aware they need to be scalable when it comes to video, most of them are left confused when deciding which online video strategy to use. “Let’s just upload everything to YouTube, or wait! Should we host it ourselves?” YouTube should be an extension of the video distribution strategy, not the strategy itself.
With more than 48 hours of content aggregated every minute and over 3 billion video views delivered a day, there is no doubt that YouTube is the most popular online video platform. Moreover, while these numbers are most often used in pitches arguing for using YouTube as the primary video destination and distribution platform, the numbers should be put into context for corporate video.
On a philosophical level, placing corporate videos primarily on YouTube is like placing a product on the lowest shelf somewhere in the corner of WalMart, while hoping that your product will get some consumer attention. The total amount of content shared on YouTube creates a high level of disturbance, which removes any hope of creating a controlled content consumption environment.
Additional arguments for not using YouTube as the primary video content platform are as follows:
- YouTube is a entertainment platform – not a commerce channel
- YouTube’s biggest interest is to get people to YouTube.com – not to a company domain
- Uploading content to YouTube improves YouTube stickiness – not company domain stickiness
- YouTube is about playlists – not call to action (CTA) opportunities
- YouTube powered videos are likely to improve organic search results, however the video is linked to YouTube – not company domains where the product can be purchased
Instead of focusing only on YouTube, companies should invest in platforms that will bring exclusive video content propositions to its domain. With the right solution and execution, the video empowered domain can easily boost search engine results, increase stickiness, and improve conversion rates. As consumers continue to increase engagement levels on YouTube, companies should aim at utilizing the platform as a secondary vehicle for its corporate videos, not the focal strategy.
About Preview Networks
Preview Networks is a content marketing platform for brands and content aggregation and syndication platform for publishers. We provide the tools for brands to centrally distribute and manage marketing and PR content across media destinations, devices, and commerce platforms; allowing media partners to automate content acquisition delivering audience and advertising revenue growth.