Marketing on YouTube

YouTube has become more than just a site to find videos on. It has become THE website to search for videos on. 300 hours of video are uploaded every minute, and almost 5 billion videos are watched every day. That comes out to 3.25 billion hours of video viewed each month. YouTube also reports that mobile video consumption rises 100% every year, making up almost half of all videos watched on YouTube.

When it comes to the marketing side of things on YouTube, there are a number of demographics that you should probably be aware of. Male users constitute 62% of the viewing audience, and female users are 38%. 49% of users are between the ages of 25 and 44 years old, although 11% of users did not report their age. YouTube overall, and even YouTube mobile alone, reaches more 18-34 and 18-49 year-olds than any cable network in the U.S. More generally, 55% of people watch videos online every day, and 65% of views watch more than three-quarters of a video. On YouTube though, approximately 20% of viewers will leave your video within the first ten seconds. Almost 50% of consumers look for product- or service-related videos before visiting the store. Marketers who use video reportedly grow revenue 49% faster than non-video marketers.

So then why use YouTube for your videos? Why not just post them on Facebook, or Twitter, or Vimeo, or Snapchat? The biggest reason, in my opinion, is the sheer number of users on the platform. There are 1.3 billion people with an account on YouTube. They are more likely to be exposed to your videos by accident on YouTube than any other video site. Also, YouTube has a robust analytics page where you can find information on just about any aspect of your video performance you want. You can find your viewers geographic location, their age, how long they watch the video for and exactly where in the video they stopped watching, and a couple dozen other facts concerning your viewers.

Personally, I spend most of my time watching videos of one sort or another. When I’m not in class or working, then I’m watching Netflix or videos on YouTube. Those are my two most visited websites, with BlackBoard to check my grades coming in a close third. That is a lot of time I spend watching videos, especially on YouTube. In terms of marketing videos, I think I trust them more than most other marketing mediums. Why exactly, I’m not sure. But if I see a video promoting a product or service, I’m more inclined to believe it and navigate to their website than if I just see an advertisement somewhere on the Internet.

So even though videos may take more time and effort to make than a simple banner advertisement, I believe that videos are more effective. This comes from both my point of view as a consumer and as an Agricultural Communications student who has taken a few advertising and marketing classes.


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