6 pros and cons of using YouTube for marketing

Video marketing is becoming an essential tactic for marketers to embrace, but should you turn to the internet’s second-largest search engine to do so? Consider these points before making the leap.

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Mary Meeker’s 2016’s report on internet trends revealed that video will take 74 percent of all online traffic by 2017.

YouTube is ready for the challenge, with 300 hours of content uploaded every minute. However, the platform isn’t for everyone.

Should you use YouTube to embrace video this year in your content marketing strategy? Consider these pros and cons that can help you decide if the platform is right for you:

The pros of YouTube marketing

1. Viral effect

YouTube is the top platform for online videos, and the worldwide popularity of the platform boasts its prowess, but it can be difficult for marketers to outpace popular content, such as the 1 billion views on Adele’s “Hello” music video.

Another challenge brand managers should prepare for is viewers’ short attention spans. Research published in The New York Times reports that 44.1 percent of viewers abandon a video after 60 seconds of watching. That means you must deliver clickable and shareable content. Here are a few ways you can do to boost your content’s virality:

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