Not only does YouTube have the highest level of audience engagement, being active on the channel can also improve your search rankings and thus your efforts at developing brand awareness. It also offers the paid advertising platform, as well as key metrics and insights into your digital marketing campaigns. We also find that there is a large overlap with TV audiences and YouTube audiences and a lot of correlation between the two channels in terms of audience behaviors. And for marketers that want to be a step or two ahead all the time it is certainly the channel to be active on.
Understanding The Importance Of YouTube And Engagement
With a high bounce rate, having thousands of unique visitors every month does not really make any difference to your online marketing. Decreasing your bounce rate is crucial to getting a more accurate perspective of your website data and how effective your marketing campaigns actually are. Some social sites fare better than others when it comes to bounce rate and a new report highlights the differences. Brafton.com contextualizes the study like this:
Marketers usually think of bounce rate in terms of SERPs and landing pages, but it’s also a valuable metric in the context of social media. As social referrals become increasingly integral to Internet marketing, it’s essential to identify which networks retain visitors and produce higher rates of engagement. Fortunately, a recent study by Shareholic has done just that.
There are no rules for what the most influential factors are for bounce rates. Some say it is the richness of the content that influences whether users will stay or go. What we do know is that if the experience doesn’t meet the expectation the visit is highly likely to bounce. However, with a 56.35% bounce Twitter, Facebook and Pinterest are all at the upper end of the bounce scale. LinkedIn fares a little better at 51.285 bounce and Google+ even more so at 50.63%. Despite their overwhelming popularity, celebrated advertising platforms and large subscriber bases these platforms do not have the content that make people stick around.
It might surprise you to know that the lowest bounce rate was not actually taken up by a social media network. It was YouTube with a 43.19% bounce rate. What it proves is how effectively visual content can engage users. And as history has shown us YouTube is the channel to put your content on if you want it to go viral.
YouTube: SEO Value, Advertising and Engagement All In One
Why is that? Well YouTube is actually the second biggest search engine on the Internet. Some more impressive stats, as reported on the Brafton blog:
Every minute, 100 hours of original content is uploaded to the network, 6 billion of which are viewed on a monthly basis. Let’s not bypass the fact that the network is owned by Google which, understandably, treats its own resources favorably in search results. With the latest update to Google’s algorithms, brands that are seeking higher search rankings now need to find alternative measures to do so.
The video network also allows you to reach out to your target audience using the ads that display before the content plays.
Developing Strategies And Analyzing Your Metrics
YouTube has finally made performance metrics available that give you reports on the success of your marketing campaigns. With the insights you can see what you earn from your campaigns, how your audience engaged with your adverts and how much of the traffic you were able to redirect to the website.
Understanding The Correlation Between YouTube and TV Viewing
Also interesting are the findings of a new report, which identifies that multimedia overlap: 90% of TV viewers also frequent YouTube and Google. In consecutive years, search traffic on Google and YouTube has grown by 16 and 54% respectively.
As is the case with the Internet, mobile searches are dominating growth:
Year-over-year, searches for TV content on Google and YouTube have increased 100 percent on mobile devices. On smartphones, users are looking for quick bits of information like premiere-date, plot, and cast-related information, and on tablets, users are looking for watch-related information.
The increase in mobile penetration has made YouTube more accessible to the masses, with the promise of lots of free content. It is also a known and researched fact that the online YouTube community creates TV-type content itself. In fact, community generated content dominated network content by seven to one in 2013. The data shows that a subscriber network is essential to create awareness for any new TV content to be successful. Recent years have seen TV networks’ online communities literally soar with an approximate subscription increase of 69% last year. It is this subscriber base that is responsible for video consumption on YouTube.
So what are people doing when they are on YouTube? Statistics show that 70% of subscribers take up the opportunity to catch up on previous episodes before the new season of a show was about to air. And data show that catch up searches have increased by 50% on Google compared to last year. Also about 50% of viewers will see a new show’s previous episodes up to two months in advance of a new season airing.
What this all points to is engagement. On YouTube a subscriber can go forward, and view content that has yet to be aired. A subscriber can also go backward and view content that has been previously aired. They can watch favorite episodes or look for more viewing featuring an actor or actress. Ultimately, the YouTube experience lends itself to a 360 degree experience online.
And, as we also know the average online user’s attention span is incredibly short, and getting shorter the deeper we become immersed in a digital landscape. So short in fact that many believe soon a blog post will probably be too lengthy to hold that attention span. So if you are progressive and want to stay ahead of the game, YouTube is a highly effective channel to do it on.