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Is YouTube unstoppable in the video advertising game?

In the marketing world, visuals are key. And because this field is all about aesthetics, video advertising has become an indispensable element of effective outreach strategies. Where should you advertise on videos? According to market research, the answer is more obvious than you think. 

A recent ProOpinion poll revealed that 70 percent of professionals believe YouTube is the best platform for video marketing. In comparison, roughly 27 percent of respondents felt this way about Facebook, while just under 3 percent answered in favor of Twitter. Clearly, the video-hosting site, which is currently owned by Google, is a crucial marketing tool. 

Crunching numbers
You may be curious as to why you should extend your organization's marketing campaign to YouTube when videos can be hosted via a number of different social and professional sites. What it boils down to is figures - YouTube's advertising revenues and usage statistics speak for themselves. Here are some key numbers assembled by eMarketer:

  • In 2015, YouTube's gross ad revenues will reach an estimated $9.5 billion, representing a 25 percent year-on-year gain.
  • The organization's global net ad revenues are expected to reach $4.28 billion this year, representing a 40.6 percent growth. 
  • A BBC Capital Markets and Advertising Age survey revealed that 85 percent of users are either very satisfied or somewhat satisfied with YouTube data and analytics.

The source noted that more video-focused social media platforms are emerging, and will present some competition for YouTube. In addition to direct competitors like Vine and Vimeo, sites like Facebook, Twitter and Yahoo! have been working toward raising viewer numbers to push up ad revenues. Even in the face of these challengers, however, YouTube is expected to retain about 18 percent of total video ad revenues in 2017, and will keep its status as the premier platform for video marketing. 

Videos are quickly becoming essential marketing tools. Videos are quickly becoming essential marketing tools.

Benefits of YouTube marketing 
Beyond these numbers there are many reasons why your organization should be on YouTube. First, like most social media websites, YouTube is free to use. While creating visual advertisements may take time and money, hosting and distributing them doesn't have to.

Digital Ethos pointed out that video content has become increasingly valuable as search engines become more sophisticated. For example, when someone searches "How to knit a scarf," the engine will suggest websites containing video tutorials first. And because YouTube is so widely used, the top recommendations are likely linked to this site. YouTube is also a great way to reach a global audience, as it's used by people from all over the world. 

Small Business Trends noted that YouTube videos are frequently shared among sites like Facebook, Twitter and Tumblr, which means your ad is reaching a much wider audience than users of the primary site. If your video, or a video containing your ad, goes viral - meaning it gains immense traction on the Internet - your product will be seen by countless people around the globe. Considering you signed up for free, the reward clearly outweighs the risk.

Tips for using YouTube to your organization's advantage 
Now that you've realized YouTube is essential, you may be curious about how to get started. Before you dive right in, there are a few things you should keep in mind. Inc. magazine explained that while it might be tempting to funnel money into video production, the average self-created YouTube video cost just $300 to make. Spend your energy on branding your YouTube channel and creating targeted video ads. 

"Focus on targeted advertising content."

The source also explained that many marketers expect YouTube to be a direct path to viral video success. In reality, this rarely happens, and it's nearly impossible to tell which videos will gain popularity across the Internet. If one of your videos, or a video you're advertising on, does go viral, it can be a wonderful marketing boost for your company. Because there's no guarantee this will occur, however, you're better off publishing targeted advertising content. 

Lastly, you should be patient when it comes to YouTube marketing. Inc. explained that impressive analytics and notable ad revenues may take some time and effort to appear. Don't abandon your YouTube strategy if it doesn't pan out after a few weeks - it may need longer to gain traction. 

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