Burning questions series: QUESTION ONE

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We asked marketers what their most pressing questions were about YouTube. The ‘Burning Questions Series’ is a response to the most common questions asked.

YouTube’s importance among brands is woefully overlooked. Recent research that Navigate Video conducted on the FTSE 100 found that 93% of companies have a YouTube channel, but that just 41% have a managed homepage.

As this question alludes to, whilst most brands have a YouTube channel, our experience is that other social platforms attract much more marketing spend and attention.

In order to promote YouTube internally, let the facts do the talking:

  • YouTube reported that they have over 2 billion monthly logged-in users and that ‘everyday people watch over a billion hours of video and generate billions of views’

  • 77% of all UK adults aged 18+ have used YouTube in the past 12 months (Ofcom)

  • YouTube has 95% reach of the UK adult internet audience (comScore)

  • YouTube users spend an average of 29 minutes with the platform per day (comScore)

  • YouTube is the world’s second largest search engine behind Google (SearchEngine Journal)

  • Watching online video represents an increasingly large proportion of people's media time, especially among the young (IPA)

Ultimately, when YouTube is recording higher reach and engagement than any other social platform (comScore), it makes sense for brands to optimise their channel and content to allow them to stand out from the crowd instead of it becoming a graveyard for video content.

Use, optimise and integrate YouTube content as best as you can and chances are that you’ll steal a march on some of your competitors. Do it right and your content will likely prove a lot more effective at promoting brand affinity and in selling more stuff.

Contact us at hello@navigatevideo.com for a free audit of your YouTube channel.