YouTube, which is owned by Google, continues to be one of the most utilized websites with over 1 billion monthly users. Nearly one out of every two people on the Internet visits YouTube, as many visitors as Facebook. YouTube is also considered the second most popular search engine after Google, with many people beginning their online searches there, even for traditionally non-video terms.
However, the tools and techniques to use YouTube effectively are not as well known as Search Engine Optimization (SEO) or Facebook marketing. This is primarily due to the amount of functionality that YouTube offers, the continuing changes that YouTube makes to its platform, and the documentation that is deep but difficult to find. This leads many brands to have ineffective YouTube campaigns and low ROI. YouTube is much more than just hosting video; it is a highly engaged community that can drive awareness and conversions faster than any other social site.
There are many tactics for optimizing content on YouTube that fit into brand marketing strategies. This case study explores some of these tactics to see what works and what doesn’t and to determine how to increase ROI for brand campaigns.
Our findings from this case study have helped us optimize channels for some of our key clients including:
Infor: http://www.youtube.com/inforvideo
Aristocrat: http://www.youtube.com/aristocratslots
