If you’ve been putting off investing in video marketing as part of your overall digital marketing strategy, it’s time to get serious about it. In this post, we’ll look at various statistics about video marketing and YouTube to demonstrate why you cannot ignore video marketing if you want to be successful online today. YouTube, first established in 2005, and purchased by Google in 2006, is the second most trafficked website in the world. It has more than 1.9 billion logged-in monthly users, and on mobile alone reaches more 18-49-year-olds than broadcast or cable TV.
Google Universal Search is a method Google uses to blend matches from its specialty search engines, like image or video search, into webpage results. If you want to maximize universal search potential, you should have video content and host it on YouTube. A study from Searchmetrics reveals 62% of Google universal searches include video, and that 8 of 10 of the video results come from YouTube rather than other video platforms.
Because 400 hours of video are uploaded to YouTube every minute – a lot of which violate YouTube guidelines and are deleted – it’s impossible to determine exactly how many videos are hosted on the platform. That said, more than one billion hours of video are watched on YouTube daily. That means people are on the page to watch YouTube more than TV.
Beyond video helping sites rank, the video also allows people to click on results and go to your website. When compared to click through rates on plain text-based content, video click-through is 41% higher, so you’re getting more traffic to your website, increased brand awareness, and a better return on investment on your content creation efforts.
A study from Forrester Research reveals video is 50 times more likely to achieve organic page ranks in Google than plain text results. Part of this is because there is less competition among video than there is plain text, so it’s easier to rank well with video. On average, video content had an 11,000 to 1 chance of making it to the first page on Google, which doesn’t sound that impressive. But, in comparison to the 500,000 to 1 odds of the same for text-based content, it becomes much more attractive.
Video goes beyond the obvious benefit of attracting people to your site – it also keeps them there. Search engines pay attention to how long people stay on your website – assuming that if they leave too quickly, they didn’t find what they were looking for. When you have a video on your site, ComScore data shows people stay on an average of two minutes longer, and Google likes this because it shows that not only is your content quality – it is engaging.
If a video shows up in search, Google adds the thumbnail for it and presents it next to the link in the search results. This draws the eye of the users and increases the chance they will click it. Though, with this method, they are directed to YouTube, not your website. Yes, they’ll see your content, but you want the SEO value of the video passed to your site. Data shows adding the thumbnail can double your search traffic.
You’ll have to do more than embed the video on your website – you’ll also want to add video metadata and create a video sitemap so that Google can associate the video with your corresponding page.
According to Moz, posts with videos included will attract nearly three times more inbound linking domains than a dull text post. And posts with all three media types – videos, images, and lists – attract almost six times more inbound linking domains than plain text content.
Only 15.8% of YouTube users are from the United States. Most visitors come from the U.S., India, Japan, Russia, and China. YouTube is available in more than 91 countries and 80 languages. If you’ve got an international audience, you need to leverage YouTube.
If you want help with your video marketing or video SEO, get in touch with us here at SEO Inc. We’ll help you develop the strategy you need to dominate your competition.