We know that 5 billion videos are watched on YouTube everyday and most of them likely display 1-2 ads on average. Combine that with other media outlets and the average person can see anywhere between 50 - 400 ads daily. That means that the average number of brands you’re in competition with is probably a figure you’d rather not know.
In this article, we delve into the significance of embracing Organic YouTube; why incorporating this strategy is essential; and how it can empower your brand to stand out amidst the competition.
Changing Consumer Habits
Have you ever heard of the 7-hour rule or the Zero Moment of Truth? These concepts revolve around the time needed for individuals to transform into loyal brand advocates. The theory suggests that it takes approximately seven hours of engaging with a brand across different touchpoints and locations to forge a deep and enduring connection. Google's studies have supported this notion, emphasising the importance of reaching these seven hours through 11 touchpoints and across four locations to effectively nurture a lifelong fanbase.
Now, why am I telling you this? YouTube is proven to be the ideal platform for long-form videos despite the rise of short-form content and mounting competition from TikTok. Long-form videos are currently experiencing a surge in popularity, and the YouTube algorithm rewards this trend. An example of this is our client Watches of Switzerland, whose strongest organic video, lasting 30 minutes, boosted their channel watch time by an impressive 5,200 hours.
These findings tie into the factors that influence consumers to make purchase decisions, with PWC revealing that 73% of consumers consider customer experience to be a vital determinant in their choices. In light of this, leveraging YouTube's potential for long-form content becomes a compelling strategy to captivate and convert audiences effectively.
By dialling down on your organic content, YouTube effectively allows you to tailor your strategy to these consumer patterns.
The Tale of the Tape
Of course a blended approach between all of your marketing outlets is optimal but what if you had to pick one? Just one; why would it be YouTube?
YouTube is both a short and long term investment by nature. You want to run a quick promotional video with high exposure? Great! Upload content with an influencer or sponsor an event. You want to put time and effort into a series that will benefit your channel for years to come? Great! Use YouTube.
Unlike other social channels, YouTube videos aren’t pushed to the bottom of the newsfeed in favour of new content. Your content can have an extremely long shelf life - I’m talking decades - that could pay dividends to your brand for years to come.
There’s plenty of stats out there around YouTube vs TV so I won’t delve too deeply but organic gives you the opportunity to tap into your younger audience with YouTube reaching more 18 - 49-year-olds than all cable TV networks combined.
Cut the BS
I appreciate that starting a YouTube channel for your brand can be daunting and you might think that you need to be a digital powerhouse with an endless budget, but that’s not the case. According to YouTube, 83% of small businesses with a YouTube channel say it helped them grow customer relationships and reach new people.
YouTube was built on authenticity - you don’t need to have the highest production or the most famous people in your videos, you just need to be authentic. That’s not to encourage you to pick up your old Sony Ericsson and start filming but it is possible to do well with few resources.
Even scrolling through my own home feed right now there are videos from 6 & 12 years ago! Maybe I’m just feeding on nostalgia but that’s a conversation for another time.
The point is that users flock to the site to connect with the content, if you make something genuine and interesting then they’ll connect with you.
At Kinase, we have a deep passion for the world of organic YouTube and if you’re interested in finding the right approach for you, get in touch.
By Kieren Williams, Paid Video Specialist
