The Why, What, and How of YouTube Video Marketing

Videos make the new norm of viral content. With ongoing development in technology and lifestyle of modern netizens, the usual preference for content style is changing. People want more information in a limited time span. They cannot skim through hundreds and thousands of words to get to their required information or entertainment. Rather they search for instant gratification among videos and images, especially infographics.

The Why behind Video Creation

Another changing quality of consumers of information is their passive approach towards use of internet. When they are using internet, and other screens, they want the screens to do most work for them. In most cases, this requirement from the screens translates into extra requirement from the presenter of information, behind the scene, to make presentation easier for consumption. And, as videos are easier when it comes to understanding their content, they are obviously more preferred over the written content.


Videos appeal to all types of netizens, even those who are not interested in spending hours glued with their screens. They are enticing and can capture the attention of even those individuals who are disinterested in gaining the information behind the content.

Another positive feature of these videos is their addictive nature. They can easily convert viewer, as opposed to readers, into repeat viewers and then into subscribers. When you are offering videos, the need for signup bonuses greatly reduces. A well-presented video, itself becomes the relationship bonus.

Plus, this type of content specializes in increasing the quantity of information conveyed to the viewers without regard to its quality.

These features have prompted the businesses to include a substantial portion of video creation and marketing within their digital marketing budget. And guess what is the best medium of video marketing?

It is none other than Youtube!

More than 30% of the total time spent on internet goes to video watching. It’s a staggering figure, isn’t it?

The ‘What’ of YouTube

First, let’s learn how YouTube approaches video promotion within their website.

YouTube is the first-ever video sharing website that is popular and operational till now. The platform is leading the marketing because of its outstanding algorithm and understanding of general viewers. It was purchased by Google in 2006. Since then, it is benefitting from the extraordinary ranking system devised by the Google.

Businesses offer different types of content to advertise their products and services to targeted customers. These types of content include:


Introductory videos;

Portfolio presentation;

Information surrounding their relevant niche;

Infotainment to gain customers; and

Industry-related news and updates.

In addition to these formal channels of mass communication, the marketing brands and individuals also use interaction within comments as an advertisement tool.

The How of Competition

But here is a catch! The increasing fame of video, especially YouTube marketing means that more content creators are shifting their resources towards creating better videos. Increase in competition is a must companion of increased profitability of a channel of communication.

In this scenario increasing popularity of YouTube compels the presenters to up their game and carry on their video marketing journey even after publishing it on their channels.

Other than actual sale of their products and services, the businesses determine success of their videos by gauging the engagement these videos generate. Viewers express their interest within a video in the form of like they give, number of comments they make, and repeated views incurred by them. Oftentimes, number of views is a misleading metric because of nature of video which only warrants a single watch from a single viewer.

Despite effective presentation and quality of video presented, many video marketers find that their videos are gaining less traction than those of their competitors. There are various factors that determine the number of views, like, shares and comments made by the viewers.


Enhancing Frequency

Watch-time is a significant factor that determines a video’s search ranking. What does this metric mean for the video creators? A reasonably frequent video upload timetable would result in engaged audience who recognized the brand and are willing to spend time with it. This spent time will count towards watch-time on YouTube and will enhance ranking.

Enhancing Quality

Another factor that will enhance the watch-time metric is the quality of video. There would be no use of increasing the number of uploaded videos if these video showcase sub-par content. Enhancing the quality of content and presentation of the videos will increase viewers’ time spent on these videos; thus, ultimately impacting the search ranking. Most watch or leave decisions are made within the first 6 to 7 seconds of watching a video. If the opening content is able to satisfy viewers, they would continue watching. Otherwise they would leave. Businesses focus on setting the stage for whole video within these first few seconds.

Search Rank

But search ranking is not the only factor that video creators measure to evaluate their videos’ success. Other factors include the number of views, comments, likes, shares, and subscribers they get from uploading new data.

The businesses can ensure that they are getting enough viewers on their videos by optimizing following few factors:

Video Title

For maximum engagement, this title should not only be catchy and attractive, it should also be relevant to the content provided within the video. Misleading titles do attract the viewers but leave a negative impression on them and prevent them from returning.

Video Description

Most video marketers do not worry much about the description of the video. This is a grave mistake which intolerable in video marketing. This description allows the viewers to have a glimpse within the content of video without wasting their time and internet data. In addition to being relevant, the description should also be enticing and able to convert window-shoppers into regular buyers.


Again, these tags allow the website to direct traffic based on the requirements and interests of the viewers. These should be relevant and enriched to encompass all relevant options within the data category.


Relevance is the keyword here.

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