How to determine whether your company needs a video blog on YouTube

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It will be a little bit of an understatement to say that visual content rules the world nowadays. People are surrounded by images and videos in both online and offline worlds. Most of the marketing campaigns are striving to please customers’ eyes.

In order not to make an unfounded proclamation, here are some statistics to prove the point. First of all, there are research works that show that 90% of the information we receive and analyze comes through our eyes. Also, visuals have higher retention in memory than audio and written text: 80, 20, and 10 percent respectively.

Then, let’s take a closer look at the visual content itself. Instagram native analytics shows that users upload more than 95 million photos per day, with an overall of 4.2 billion likes.

Besides image-dedicated social networks like Instagram or Pinterest, this type of content is taking over other social media, with infographics being the king of images among users. According to Buffer, tweets empowered with any pictures get 150% more retweets.

Finally, dynamic visual content receives the most attention from the audience. YouTube has 2.1 billion users, which shows the extreme interest of people in videos.

Business takes all advantage of such demand: a video thumbnail appearing in search results can make the traffic on your website twice as large. 

Besides, according to MarketingProfs, more than 40% of US B2C marketers claim that video is the most influential tool for customers to make a positive buying decision.

These numbers clearly show the importance of implementing a video channel into a business marketing strategy. Still, for some companies, investing in YouTube can turn into a waste of money. Let’s go through the list of factors that will help you decide if your business really needs a YouTube blog.

Corporate YouTube channels: Why you need one

Now, let's dive a bit deeper into the specific reasoning behind owning a corporate YouTube channel. For some businesses, creating video content can be truly resourceful.

How to determine whether your company needs a video blog on YouTube

Calculate and allocate enough budget for all parts of the process; get high-quality equipment; hire a good 3D designer and a video editor, choose locations for a live shooting, look through tens and hundreds of storyboards to get the right one — it's tedious. However, these efforts have all the chances to pay off, and here is how.

First of all, the audience's trust. People like videos, and it makes this type of content extremely clickable, as we already mentioned.

When you post videos about your company, create promotional content, start a podcast about your industry, or share valuable insights based on your experience and expertise, you become more appealing to customers, and they have more reasons to consider you trustworthy.

Another reason to opt for a YouTube channel for your business is ads. The platform can provide you with huge potential to reach an enormous amount of people.

It's estimated that by using YouTube for paid advertising, you will be able to show your content to around 2.56 billion people. 

However, this part will significantly depend on whom you really want to show it to. It may happen that they don't go on YouTube to surf through funny videos. Your campaign can really become a waste of money.

You should correctly set up the audience to avoid this situation, but we will talk about it a bit later.

Finally, a corporate YouTube channel will increase your media presence. We all know that it's useful for a business to have Twitter, LinkedIn, and Instagram accounts to communicate with the audience, share the content, and promote anything it offers. You can follow the same purposes using the YouTube channel.

Five points to look at while creating a corporate YouTube video blog

As we already mentioned, video marketing may not be destined for everyone.

Five points to look at while creating a corporate YouTube video blog

Some companies may have not enough experience in building a video marketing strategy; some may not have the best starting point. Take a look at the checklist below and define whether this item of expenditure is worth testing.

Audience reach

This metric is one of the most important ones in business video production. Audience reach is responsible for showing you how many individuals saw your video in a defined period of time. It counts only unique views, so if one person watches the video two or more times, only the first view matters

It’s also important not to confuse reach with coverage. When reach includes each person who watched the video, coverage allows only for those who belong to your target audience.

In order to have a good start, you should already have quite a stable audience for other marketing channels, so the forecasted reach will be from thousands to millions of viewers depending on the type of video content.

Correctly targeted audience

The target audience is the core of business video marketing. You will create content for people, so it’s significant to know what they really need. The necessary information for correct targeting can be collected from analytical tools like Google Analytics or Mint, or by direct research with questionnaires and tests.

Correctly targeted audience

When the target audience is determined, and the video is published, YouTube recommendation algorithms will help it reach the right users. Please note that the broader the target audience is, the harder it’s for YouTube to distribute your content correctly. 

In this case, audience segmentation can save the day. It will help you determine the subgroups in the audience and create more targeted content to achieve higher metrics and better results.

There are several ways to divide your audience: gender, location, marital status, purchasing behavior, having kids, even their music tastes and favorite drinks. 

The categories will completely depend on the products and services you provide. You can choose several primary segments and make different types of content for each of them. 

Also, including people with disabilities will contribute a lot to your public image. You can significantly raise your trustworthiness by creating accessible multimedia.

Besides, audience segmentation is an ongoing activity. The interests of your audience can change with time, or you can make a marketing decision that will expand your reach and add new segments.

The best solution here will be to set specific goals and monitor how successfully your segments achieve them. If something goes wrong, you should research the audience anew.

Audience retention

Businesses pursue stable and prolonged attention. The more customers stay loyal to you and continue to interact with your business, the higher are the chances for you to stay afloat. Moreover, people who already trust you can become another marketing channel and attract new customers.

That is where a YouTube blog can come in handy. A high-quality, informative video will be able to steadily draw the audience’s attention. Besides, it will raise the interest in your goods and services.

Sharing experience

This part will be extremely practical for B2B companies. During the time your business is on stage, you can generate an excessive amount of case studies and success stories.

Putting them on a website or making blog posts about them may not be as successful, since people don’t like long reads. For introducing your audience to your experience, videos will work out better.

However, you would need to know that videos about your accomplishments should not sell (at least directly). They should be as native and informative for potential viewers as possible. What you want to say must be delivered straight to the point, without vague statements and marketing calls to action.

Despite talking about your expertise, put the needs and pain points of the audience first.

Building positive reputation

Creating your own corporate video blog will be an influential factor in the reputation of your business. Companies with a YouTube channel receive more qualified traffic and get a higher conversion rate. Acquiring new clients via video promotion helps them create a more consistent professional image.

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Sure, such a boost will not come easy. Managing a YouTube vlog will take a lot of time, money, and effort. You will need creators ready to work with you, not camera-shy employees, and various tools like video transcoders.

Test the waters with several simple videos and collect the feedback. It will help you understand what viewers really want and will be relevant for you to deploy a full video content strategy.

Summing it up

Today’s world is ruled by visual content. Social media like YouTube and TikTok gain more and more users every day. No doubt it creates a bunch of business opportunities. 

If you have an idea of creating a corporate YouTube blog, define your target audience, collect enough experience to share with them, and conduct research to understand if people need your ideas. Also, in the beginning, use a simple and user-friendly video editor and other software to minimize the initial costs.

All other things being equal, you are ready to dive into business video creation.

About the author 

Peter Keszegh

Most people write this part in the third person but I won't. You're at the right place if you want to start or grow your online business. When I'm not busy scaling up my own or other people' businesses, you'll find me trying out new things and discovering new places. Connect with me on Facebook, just let me know how I can help.

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