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9 YouTube stats to inform your marketing strategy in 2019

When YouTube first arrived in 2005, few likely had any idea how valuable it would become.

The first video, “Me at the Zoo,” launched on April 23, 2005, and the first ads followed two years later. By 2010, YouTube was generating more than two billion views each day.

As video has continued to grow as one of the most compelling channels for marketing and entertainment, YouTube has remained at the forefront.

By becoming familiar with some of the latest YouTube statistics, you’ll help ensure your marketing strategy for video content is on a path to success.

1.     There are 1.9 billion active users on YouTube

Currently, there are 1.9 billion active monthly users logging into YouTube. That’s one-third of all the people online and a heck of a lot of opportunity for any business.

YouTube’s popularity spans 91 countries and 80 different languages, covering about 95% of the global online population.

YouTube reaches more 18-49-year-olds on mobile alone than any cable TV network or broadcast.

As YouTube stats for marketers go, that’s great insight into where you could be spending your ad budget, or at the very least maintaining an active presence through video content of your own.

2.     YouTube is the second-most visited site in the world

According to Alexa rankings of the top 500 sites on the web, YouTube is second only to its parent company, Google, which is perhaps not surprising, but even more impressive when you consider the fact that it’s beating out Facebook, top Chinese search engine Baidu and Wikipedia, just to name a few.

Cisco predicted that video will make up 82% of global internet traffic by 2022, and with the year fast approaching, YouTube is one of the forces that certainly appears positioned to make it a reality.

Additionally, Google has revealed that YouTube users often search for ‘how to’ videos and other ‘search engine-like’ queries. This type of revealing user insight also makes YouTube a valuable source of social listening data that can help you pinpoint your audiences’ specific interests and needs.

3.     Millennials prefer YouTube over TV

According to a 2016 study released by Comscore and YouTube, 35% of the 2,940 respondents selected YouTube as their “one preferred provider,” while just 19% chose TV.

Additionally, a 2015 Forrester Research forecast predicted that by 2025, half of all TV viewers under the age of 32 will not subscribe to a traditional pay TV service.

Users are watching more than one billion hours of YouTube videos each day, with over half of those views coming from mobile devices at upwards of an hour each day.

In 2018, YouTube viewership grew by its fastest rate in recent years, increasing by 60% year-over-year. Outside of TV, YouTube also holds the edge when it comes to other social and streaming competition. There are more videos on YouTube than Facebook video and Netflix combined and YouTube videos earn more valuable attention, too.

A study using eye-tracking technology found that YouTube ads hold visual attention 62% of the time, compared to 45% of TV ads.

4.     Mobile devices dominate YouTube views, but TV is gaining

Just like general online search trends, YouTube usage predominantly happens on a mobile device, with that total now amounting to more than 70% of all watch time. On top of that, the rise of video content through other networks’ newer features like IGTV and Facebook Live has led to an overall increase in mobile video engagement. While some of these formats favor a vertical viewing aspect ratio, seven out of 10 YouTube users prefer horizontal viewing on their phones.

However, with advancements in technology and ever-growing popularity in online streaming devices like Apple TV and Roku, there have long been other ways to access YouTube outside of a computer and phone.

According to a 2017 YouTube Earnings Call, users watched more than 100 million hours of YouTube by way of their living room television, up 70% from the year prior. Additionally, it also was noted that YouTube TV covered two-thirds of U.S. households as of Q3 2017, when it had only just launched in February of that year.

5.     The average length of a first-page video is 14 minutes and 50 seconds

Backlinko shared findings from a study in which 1.3 million YouTube videos were analyzed to identify various ranking factors potentially impacting YouTube SEO. Among one of the most actionable findings for marketers was the discovery that long-form videos, specifically those clocking in at 14 minutes and 50 seconds, outperformed their shorter counterparts.

This hasn’t necessarily been a well-kept secret, though, as in 2012 YouTube unveiled a focus on “watch time,” while its parent company, Google, has held a patent for “Watch Time Based Ranking” since 2013.

Among other interesting YouTube stats that emerged from the Backlinko study were that 68% of the videos included in the study were in HD, likes were significantly correlated with better rankings, and comment count proved to be a strong factor in a video’s ranking.

Video comments YouTube ranking graph6.     Paid YouTube mobile ads are more likely to receive attention than TV ads
A mobile ad on YouTube will attract your customer’s attention 83% of the time. That’s even more impressive when you consider that TV ads only get the same level of attention 45% of the time. The same study also found that YouTube’s TrueView ads worked in synergy with TV ads to improve brand metrics like ad recall.

TrueView in-stream ads can be highly targeted, and Google found that relevant ads get 3 times more attention than the average video ad. This means that even though users can opt to skip these ads, catering to your audience with an attention-grabbing opening is likely to keep them viewing. What’s more, viewers who do watch an ad to completion are 23 times more likely to convert, subscribe to a channel, or share a video.

This means that if you strategically approach your video content, the outcomes could be phenomenal. When brands use the TrueView ad solution, they see their views of previous content increase by up to 500%.

Just remember that your YouTube ads will need to be robust–95% of YouTube ads are audible, compared to only 15% of Facebook ads. In other words, it’s not just about making your ads look good–it’s about making them sound right too. Google suggests that when ads are viewable and audible at the same time, they increase brand awareness and recall.

7. 46% of B2B buyers purchase something after watching video

A lot of companies assume that YouTube is strictly a B2C channel.

Currently, Smart Insights and Clutch rank YouTube as the 4th most valuable social channel for B2B marketers. YouTube stats for marketers don’t just apply to the B2C industry. The diversity of YouTube demographics extends to the B2B world too.

The Value of Social Media Platforms: B2C vs B2BPast studies from the International Data Group state that 46% of B2B tech buyers purchase products after viewing videos. If you show a client how well your service works through video, then they’re more likely to make an informed investment in your offering.

To back those stats up, Forbes also previously reported that around 75% of Fortune 500 executives turn to YouTube to help them make more educated decisions.

8. There are more than 50 million content creators on YouTube

It’s clear that if you are thinking of running your own YouTube campaign, you will have some competition. There are about 50 million active content creators on the platform today. The content creator base on YouTube is the biggest in the world, with some people earning five or six figures a year.

The number of channels on YouTube with more than 1 million subscribers also doubled in 2018–advertising the ongoing popularity of these creators and their consistent output of content that keeps viewers coming back.

This means that YouTube is an ideal network to include in any influencer marketing strategy you’re planning across social media. Individual creators, many of whom are also influencers, drive about 92% of the total views on sponsored videos on YouTube. Partnering with the right people could be the best way to make sure that your content gets in front of the right people, regardless of whether you’re a B2B or B2C brand.

9. Marketers are increasingly focused on YouTube ads

These days, no-one can afford to underestimate the power of video, and YouTube is a valuable platform for kicking off any video ad strategy. According to Animoto, 93% of marketers say they have landed a new customer thanks to social video in 2018.

Brands of all sizes and backgrounds are beginning to embrace YouTube as a powerful way of telling their story through a popular channel. As an example of this volume, 4,680 brands sponsored 8,964 videos just during the week of September 16th, 2018. In 2018, video on YouTube generated around $3.36 billion in ad revenues.

Marketers’ belief in the power of YouTube ads appears to be proven out by consumer behavior. Think with Google suggests that 90% of people find new products and brands through YouTube. Additionally, around half of all shoppers use video to help them make a purchasing decision, showing the influence of video throughout the purchase funnel.

Making the most of these YouTube stats

For marketers, the YouTube statistics covered here demonstrate how valuable the channel is. After 14 years, the platform is one of the most valuable in the world, for B2B and B2C companies alike. These stats clue you in on some of the most opportune ways that you can integrate YouTube video into your overall social strategy.

What kind of an approach are you bringing to your YouTube or video strategy? Let us know on Twitter @SproutSocial!

This post 9 YouTube stats to inform your marketing strategy in 2019 originally appeared on Sprout Social.

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About Daniel Rodgers

A lot of news that you will not see in the paper. A lot of technology that is coming out that will not see in the paper.

Check Also

10 Crucial Steps for Launching Your B2B Podcast Into the Wild

Hey, friend, have you heard the good news about podcasts? 

Given the most recent stats, it’s highly likely you have. Over half of all Americans over 12 years of age have listened to at least one. Podcasts have well and truly hit the mainstream. In other words, the gold rush is on for brands looking to connect with a highly-engaged, long-attention-span audience.

However, getting a podcast up and running isn’t as simple as publishing a blog. We recently published an entire B2B podcasting webinar to walk you through the entire process, from conception to publication. This post will zero in on the choices you need to make and the steps you need to take to release your podcast into the wild.

B2B Podcasting Launch Checklist: 10 Steps

Sure, you could just upload your audio to your web server, add an RSS feed, and call it good. But if you want people to actually find and listen to your podcast, there are a few extra steps you should take. This checklist will help your podcast find an audience and start building a subscriber base.

via GIPHY

#1: Choose Your Hosting Platform

A podcast syndication platform makes it easy to publish your podcast and get listed in directories. Think of it like WordPress is for your blog — it hosts the files, makes them look pretty, and makes it so people can find them.

Most platforms will also give you embed codes for embedding episodes in blog posts or on a landing page. You’ll also get stats on how many people are downloading episodes, and on what program they’re listening.

We prefer Libsyn as our hosting platform. Podbean, buzzsprout, and Blubrry are also solid options. They all have a free tier of hosting, but you’ll want to pay a few bucks a month for bandwidth and analytics.

#2: Upload Your First Three Episodes

Podcasting is all about establishing a regular cadence (more on that later). But for launch, you’ll want to have at least three episodes ready to go. There are a few reasons for publishing multiple episodes for your debut:

  1. One episode may not be enough to convince people to subscribe. 
  2. Multiple episodes show you’re committed to keeping the content coming.
  3. Most importantly, Apple podcasts requires at least three episodes to qualify for their “New and Noteworthy” section. 

So before you publish, have at least three episodes completed, and be ready to follow up with more at your promised publishing cadence.

#3:  Register with Podcast Directories

Podcasts are peculiar in terms of content delivery. Your hosting platform makes the files available, but most people will listen to your podcast on their chosen podcast app. Each app maintains its own directory — think of it as a search engine for podcasts. 

Your podcast needs to be listed in their directory, or people won’t be able to find you. I recommend registering with at least these six:

  1. Apple Podcasts
  2. Google Podcasts
  3. Stitcher
  4. Podbean
  5. Spotify
  6. TuneIn

Each of these sites will ask for the RSS feed of your podcast, which your hosting platform will generate for you.

I created a podcast tracker to keep track of all these directories — sign up for the webinar and you can download it for free.

B2B Podcast Tracker

#4: Promote Internally

Gaining visibility on a podcast directory is tricky business. Apple and Google are where the majority of your listeners will be, and each employs an algorithm to promote podcasts in search results and feature pages.

How do you get an algorithm’s attention? Engagement! Start by promoting your podcast to all of your employees. Encourage them to subscribe on Apple or Google, give a rating, and write a brief (and honest) review. What’s more, draft some social messages and encourage everyone to promote the podcast to their networks, too.

That base level of initial engagement will help your podcast start finding its audience.

#5: Activate Your Influencers

Most podcasts are Q&A-style interviews with influential guests. If your podcast includes influencers in your industry, make sure they know as soon as their episode goes live. Give them the tools to promote the podcast easily:

  • Sample social messages
  • Social media images in the correct sizes
  • Embed codes

If your podcast doesn’t feature influencers, it’s worth re-evaluating your strategy for your next season. Influencer content not only is more valuable to your audience, it’s an indispensable channel for promotion.

#6: Publish Blog Posts

The one downside of audio content: It’s not super crawlable for SEO purposes. Granted, Google has started to auto-transcribe episodes and add them to search results, but the technology is still in the early stages.

To truly get some SEO juice from your podcast, we recommend embedding each podcast in a blog post. This example from the Tech Unknown Podcast by SAP* shows how simple it can be. All you need is an introduction, a few pull quotes, some key takeaways, and a transcript.

#7: Add Paid Promotion

As with any content, you want to use every tactic available to make sure it gets seen by your target audience. That’s especially true with podcasts, since podcast search engines are incredibly competitive.

Targeted, paid social promotion can help establish your subscriber base and get your new podcast some much-needed visibility.

It’s also worth considering cross-promotion on other podcasts. Consider both paid advertising and trading guest spots with a podcast that shares your target audience. 

#8: Solicit Listener Feedback

Ratings and reviews are essential to your podcast’s success. They’ll help provide social proof for new listeners and boost your search visibility in podcast directories. 

The best way to get ratings and reviews? Ask for them. Make it part of each episode’s sign-off. You can even encourage thoughtful reviews by reading the best ones on future episodes. You will engage your listeners and solicit more reviews at the same time.

#9: Keep Up Your Cadence

As with blog content, there’s no single “right” frequency to publish a podcast. Some of my favorite podcasts publish weekly, biweekly, or even monthly. The best cadence for your podcast is “However frequently you can reliably, regularly publish quality content.”

Choose your cadence with an eye to long-term sustainability, and tell your listeners explicitly how frequently you’ll publish. Whether it’s “See you next week,” or “PodcastTitle is a monthly podcast that…” listeners will find it easier to make your podcast a habit if you stick to a schedule.

#10: Repurpose, Repurpose, Repurpose

In my last post on the content marketing benefits of B2B podcasting, I mentioned that podcasts are a content machine, and I’ll say it again. It’s easy to finish an episode, publish it, then forget it and move on to the next thing. But don’t do that! 

Pull snippets of audio content for social media. Turn them into short videos, too: Add a still image or a simple looping GIF for visual interest.

Use your transcriptions as fodder for future blog posts, quotes for influencer marketing, or even a stand-alone asset. 

Any way you can reuse that content can help bring more listeners to your podcast. What’s more, putting the content in a different medium can reach an audience who might not be into podcasts (yet). 

Check, Check, One Two

Launching a podcast is a little trickier than launching a new blog, especially if you’re new to the format. But if you follow this checklist, you can make sure your podcast is available on all the right channels and is ready to start attracting an audience.

Need more podcasting help? Check out our B2B Podcasting Webinar. In addition to learning the Four P’s of podcasting success, you’ll see me make this face:

B2B Podcasting Face

*Disclosure: SAP is a TopRank Marketing client.

The post 10 Crucial Steps for Launching Your B2B Podcast Into the Wild appeared first on Online Marketing Blog - TopRank®.

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