Erika Morphy of Forbes recently asked our opinion on YouTube’s redesign. In answering her questions, it occurred to me that there’s always been confusion around how a retailer can best use YouTube, and how that overlaps with their other video marketing efforts.
So below are some thoughts on how YouTube fits into a broader video marketing strategy for a retailer or major brand.
Does that mean you should avoid YouTube? No. There are plenty of tools YouTube provides to keep your audience engaged in a way that makes sense for retailers.
You’d be foolish to leave YouTube out of your video strategy. You’d be equally foolish to place it at the center. YouTube is the world’s second largest search engine. It is a destination where consumers come to watch video, and it does a great job of making video social. YouTube’s place in a video strategy is as a high-traffic outpost to facilitate discovery, moving consumers into the consideration phase and helping them decide to purchase.
A YouTube player embedded on your site is free…so is a puppy. Remember YouTube’s get-them-on-YouTube-and-keep-them-there goal?
Free puppies grow up. The little puppy shown above is now 120 pounds and small children try to ride him like a horse. Your video program will scale up too. If you’re a retailer you may have thousands or tens of thousands of products and corresponding product pages…with video to manage.
YouTube wasn’t a substitute for a video strategy before, and these new changes don’t alter that at all. Are you using YouTube successfully? If so, what’s working for you? Let me know in the comments.