The future of content marketing is video.
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
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”
Another challenge brand managers should prepare for is viewers’ short
attention spans. Research published in The New York Times reports
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
The 2017 Social Media Conference for PR, Marketing and CorporateCommunicators at Disney World.]
Short and sweet.
Your video should run anywhere between 1 minute and 2.5 minutes and
contain an easy-to-digest message. Nike’s commercial comes in at 1:19,
and its characters are as sweet as can be:
Emotional and touching.
Place a compelling story behind your video so that viewers don’t have a
chance to do anything but watch until the very end:
Inspirational and encouraging.
Challenge viewers to have the same experience:
Better SEO rankings
Sharing your videos on YouTube can positively affect your organization’s
search rankings. Not only will YouTube’s video content get better treatment
by its parent company, Google, the platform is the second-largest search
engine, providing traffic-boosting opportunities to many organizations.
Using embedded videos on your website can improve bounce rates and increase
visitors’ time on your pages, too. Here are
several secrets on how to drive organic traffic
to your videos on YouTube and rank higher in a search results:
- Craft compelling videos with catchy thumbnails that can boost your
- Optimize your video title, description, file name and closed captioning
to make keywords friendly for search engines. For example, if “educational videos” is a key phrase of yours, include in your description, file name and
- Write specific keywords first and general and matching keywords second.
This will help you stand out on search engines.
Free uploading and creation app
Unlike Vimeo and its subscription plans, YouTube a free video-hosting
platform. Not only can you upload videos for free, YouTube partners can
also earn money from ad-revenue sharing.
YouTube also entices marketers with the free ads for the first 5 seconds a
viewer watches it, helping to provide you with free placing. YouTube’s
video creation app, YouTube director, also helps low-budget marketers and business owners
create high-quality ads with easy-to-use tools.
The cons of YouTube marketing
1. Annoying advertising
If you’re against promotional content being placed on your videos, YouTube
isn’t the right platform for you.
The free cost of an uploaded video has its dark side in ads that you can’t
eliminate, except by upgrading your subscription plan. These ads can
disrupt the message of your video, such as this ad for online press
releases, paired with Imany’s heart-breaking performance of “T’es Beau":
A competitor’s ad with a huge discount offer that’s placed on your video
can also lead a potential customer to your rival’s website.
2. Poor customization and usability
Your organization’s website design and branding won’t be reflected on your
YouTube page. YouTube doesn’t support the incorporation of your logo or CTA
button into a video player, and the platform offers a few design templates
you can use to stand out among other organizations.
If you aim to
reach an exclusive B2B audience,
it’s better to choose another video hosting platform. Other marketers can
have issues finding and using usability features, such as Creator Studio.
It can take you several minutes to access the most prominent features to
manage your channel.
Low security and high wait time
YouTube can’t safeguard you against illegal downloading of your video If
someone steals your content, posting it as his or her own, it could affect
the number of views and your website’s SEO rankings. I found six YouTube
downloaders in less than a few minutes, including this tool:
Lack of security isn’t the only downfall for your content. YouTube viewers
can incur long wait times during high-traffic bursts, so it’s not
surprising that they stop viewing your video after it buffers for more than
Uploading a video can also be a time-consuming process. It can take up to
an hour to upload a 15-minute video, adding to marketers’ packed schedules
What additional pros and cons would you add to the list?
Veronica Hunt is the content marketing manager at Comcast Corporation and a blogger. You can connect with her on Twitter: @VeronicaHuntt or on Facebook.