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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.

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5 SEO Mistakes Killing Your Content Performance and a Fix for Each

Common SEO Mistakes

Common SEO Mistakes

Even the most seasoned content marketers make mistakes. In the world of SEO-driven content, with constant algorithm tweaks and changing search patterns, it’s nearly unavoidable. However, those same mistakes can often lead to discoveries that enable even better content performance.

The key is being able to recognize those easy-to-fix SEO mistakes and address them. As a result, your content will become an optimized, integrated network of metaphorical highways, leading searchers to best-answer content in a strategic and purposeful way.

So, what are the most common SEO mistakes, and how can they be addressed? Below, I’ve singled out the ‘usual suspects’ along with guidance on how to fix them while setting yourself up for long-term SEO success.

SEO Mistake #1 - Choosing Target Keywords Based on Volume vs. Relevance

How Keywords Affect Content Marketers: Great content isn't great unless people see it. But when content marketers overemphasize high-volume keywords, they miss out on meaningful engagement.

It’s tempting to plug into your keyword research tool of choice and select keywords with the highest search volume as your focuses for new content. But if the content you’re creating doesn’t match the search intent for that high-volume keyword, it’s unlikely to perform to your expectations.

The Fix: Google it! All jokes aside, evaluating the first ten search results for your target keywords can help you understand what searchers are trying to find, and what supporting content you should provide to truly be the best answer for that query.

While you’re analyzing those top results, pay attention to key factors that will shape your content creation and promotion strategy:

  1. What type of information is NOT included in top content, but is topically related? This can help you inform how you differentiate your content.
  2. What’s the content demand for that keyword? For example, are mostly top of funnel blog posts ranking, or are you seeing mostly product or service pages?
  3. How many backlinks and referring domains are pointing to the top search results? This can help you understand how competitive the first page of results is, and whether or not ongoing link building should be part of your content promotion strategy.
  4. How long is the top-ranking content for that keyword? This will help you determine ideal content length for your own post.

SEO Mistake #2 - Targeting the Same Keyword with Multiple Pages or Posts

How Same-Topic Targeting Affects Content Marketers: Pressure to create comprehensive content on a topic can actually result in dilution within search.

The conventional wisdom that more is better doesn’t apply universally — especially when it comes to SEO-driven content. Creating multiple pieces of content that target the exact same keyword is a surefire way to stand in your own way of success. There’s enough competition out there for B2B marketers without having to compete with your own content.

For example, a B2B technology company that wants to rank for B2B software consulting should optimize their service page for that term based on what is currently being served in search results. But, if they also create a series of blogs or resources that are targeting that specific term, search engine bots will be confused about which page is the best answer for that query. This could result in none of the content appearing in the top 10 results, in favor of competing sites with a more clear ‘answer’ to that query.

The Fix: Determine which of your pages or posts is the best answer for that particular query by analyzing ranking and analytics data. Which post or page sees the greatest amount of engaged organic traffic for your target keyword, and most closely matches the associated search intent?

Once you’ve determined your target page, it’s time to evaluate the remaining content targeting that keyword. Look for opportunities to:

  1. Remove or prune low-value or outdated content. Is there a blog post full of stats from 2009 that’s hindering your priority page’s chances of ranking? It might be time to consider removing that post and implementing the proper redirects.
  2. Optimize existing content for related, but different, keyword targets. For example, if you have a priority post for Chocolate Chip Cookies, and another post that more closely relates to ‘Crunchy Chocolate Chip Cookies’, consider optimizing that post for the latter and implementing internal links back to your priority cookies post.
  3. Combine closely related content. For example, if you have several blog posts around your targeted keyword(s), consider combining those posts into a longer, more robust piece of content.

SEO Mistake #3 - Ignoring Internal Link Structure

How Internal Linking Affects Content Marketers: Links are like electricity on the web, lighting up content for people and search engines alike.

Content is discovered by links. Your site’s internal linking structure tells bots (and users) which pages are most important, and which pages are most relevant to specific keywords. If you link to several pages from the same anchor text, for example, there will be some confusion about which page is truly ‘about’ that topic. Other times, you could have pages or posts on your site that are orphaned, with no internal links directing users or bots their way. This can confuse your site users, search engine bots, and even your own team. Confusion is not a ranking factor!

The Fix: Make sure you develop and continue to update your site’s keyword map. It can be as simple as a spreadsheet that lists your page’s URL and associated target keyword(s). This keyword map will help you determine what anchor text should be used to link to your target pages.

Next, conduct a site audit to determine:

  1. If there are orphaned pages that need internal links
  2. If you are linking to multiple pages with the same keyword-rich anchor text
  3. Where there are opportunities to create additional supporting content
  4. Where you might have opportunities to reduce and prune existing supporting content

Next, you’re going to want to crawl your site to find any orphaned pages. Then, map those into your overall keyword strategy and implement internal links.

SEO Mistake #4 - Ignoring Data from Other Digital Tactics

How Marketing Data Affects Content Marketers: Inspiration often drives ideation for many content marketers, but data drives optimization for ideal content performance. Marketing performance data can provide both.

Any data you can collect about how your audience engages with your content has the potential to be an SEO gold mine. For example, analyzing the keywords from your paid search campaigns can give you insight into which keywords are your best converters, and what content best suits searchers for those terms. Social posts that get the greatest amount of engagement can tell you which topics your audience is most interested in. Ignoring data from your other marketing and sales channels means missing out on an opportunity to better engage your prospects.

The Fix: Meet with different teams or departments to find out what kind of content performs best on their channels. Look at the data each platform or channel provides and compare that with your site analytics data for a full picture. And, be sure to share your channel performance data with the rest of your marketing team. The more information available related to content and marketing performance, the better equipped you are to optimize.

SEO Mistake #5 - Giving Up

How Persistence Affects Content Marketers: Content performance in search is a long game and persistence is essential for success.

SEO is a marathon, not a sprint. Sometimes a lack of results can feel demoralizing, but giving up is simply not an option. You wouldn’t stop building your house just because the nearest lumber yard ran out of wood, right? You’d find another lumber yard and keep plugging along.

The Fix: Take a step back. Re-evaluate the search landscape, your competitor’s organic presence, and your site’s overall health. Being able to remove yourself from the frustration can help you find opportunities you may have missed and additional whitespace to tackle.

Next, seek out advice from other SEOs. Ask questions on social media, in specific groups or forums, or send a question to your favorite SEO blog. If budget permits, enlist the help of a consultant or SEO agency that can help you break through your roadblocks.

Finally, we have two big SEO bummers that are tougher to fix, but absolutely necessary to address.

Bonus SEO Mistake: Migrating Your Site with No SEO Plan

How Migrating Without a Plan Affects Content Marketers: A bad migration can effectively undo your hard work, reducing content visibility and creating more user friction.

If you listen closely, you can hear the sound of SEOs cringing around the globe. A botched site migration can wreak havoc on your organic positioning and torpedo your results. It can take months, even years to recuperate organic visibility to pre-migration levels.

The Fix: Always, always consult your in-house SEO team or SEO agency when you’re considering a website migration. Before you move forward, it’s imperative you have a plan for technical, on-page, and off-page factors.

If you’ve already migrated your site and have experienced a loss of organic traffic and rankings, start with a site audit. Check for the basics, like whether or not your site is being indexed, first. Then start to evaluate technical factors like broken links, crawl errors, and duplicate content.

When in doubt, don’t hesitate to reach out for help. Recovering from a site migration is a challenge for even the best of SEOs, and sometimes those big challenges call for a little teamwork.

Bonus SEO Mistake: Not Optimizing for Mobile

How Not Optimizing for Mobile Affects Content Marketers: Even the greatest content can’t stand up to a bad mobile experience. Users will bounce, reducing engagement and sending negative signals to search engines.

Mobile accounts for about half of web traffic worldwide. Knowing this, in March 2018 Google started migrating sites to mobile-first indexing. Providing a seamless mobile experience is no longer optional, especially when you’re living in the wild world of search.

Sites that didn’t properly prepare for this can and will likely see some declines in organic search traffic and rankings as a result. And, as more sites follow mobile best practices, more users will notice and become frustrated by poor mobile experiences. This leads to declines in other pivotal ranking factors like on-page engagement. In short, if not properly addressed, a poor mobile experience can wreak havoc on your search visibility.

The Fix: The first thing to do is to conduct a mobile audit on your site. Understanding your site’s mobile performance is step one toward making improvements. Look for things like:

  1. Mobile site speed. A couple great tools for this are Google Page Speed Insights and Pingdom. These tools can tell you where to look for issues like slow-loading code, images that aren’t optimized, and other technical issues.
  2. Mobile experience. Visit your site on your phone. Ask someone who doesn’t use your site regularly to do the same. Record your experience, take notes on where you get stuck and why. Click on everything. Turn your phone into horizontal mode. Try to think of every single way a user could browse your site. And, don’t forget to try a site search on mobile.
  3. Look at mobile analytics. This will tell you key metrics like mobile bounce rate, mobile time on page and pages per session.

These steps will help you build a hypothesis to test against. Is your mobile bounce rate crazy high? Does your site take a long time to load? Is your time on page way out of line with desktop traffic? Then, use A/B testing to root out the discrepancy. Use these same metrics to test if the fix is working. Then, repeat with another element.

So, What Does This All Mean for You?

Ultimately, following SEO best practices as a content marketer can reduce performance-related headaches and set you up for long-term success.

For example, when Innovatech Labs decided it was time to make major changes to their website, they worked with our team at TopRank Marketing to implement a safe website transition strategy, minimizing their risk of reduced content visibility on Google. This assessment involved avoiding many of the big risks mentioned above, including linking, use of data and keyword research which allowed us to act quickly post-migration to combat organic traffic declines. The result? Double- and triple-digit increases in organic traffic (and increased conversions, too!).

A best-answer content strategy focused on creating content with the most relevance to their audience was the ticket to better marketing performance for a martech SaaS company. Working with the team at TopRank Marketing, long-tail and hyper-relevant keywords were researched for a comprehensive content strategy to help the brand content become the best answer for those queries. The “best answer” approach and topics were applied across organic and paid efforts. As a result, the volume of both paid and organic MQLs increased, leading to better content performance and spontaneous proclamations of love from the client’s sales team.

Fixing these big SEO mistakes aren’t only for short-term wins. Our longtime partner Antea Group USA has achieved amazing triple-digit growth over three years by avoiding these big mistakes and implementing an ongoing commitment to SEO-driven, best answer content.

As I mentioned earlier, even the most experienced content marketers can make these common SEO mistakes. But, with the right SEO strategy driven by diligent execution and monitoring of results, you can get back on track. The key is to be intentional about your site’s architecture, as well as the content you create, and to never, ever give up.

Still feeling stuck? Or maybe your team doesn’t have the resources to take on this battle alone? Check out our SEO services, tweet us your thoughts @toprank, or drop me a line in the comments. We are here to help!

The post 5 SEO Mistakes Killing Your Content Performance and a Fix for Each appeared first on Online Marketing Blog - TopRank®.

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