Online Marketing: How To Make the Most Of the New YouTube

While audiovisual consumption makes up more than half of Internet traffic, its star platform has become more professional and more ‘sociable.’ What are the main changes and how do they influence the advertising of products and services?

By Silvina Moschini, CEO and Founder, Intuic | The Social Media Agency

The figures of the principal audiovisual platform on the Internet don’t stop surprising us. Internet users upload 48 hours of video per minute and, at the same time, consume more than three billion videos per day. The medium-term perspectives seem favourable: according to figures from Cisco, video traffic currently represents 51% of online traffic, a figure that could climb to 90% in the next three years.

Although YouTube’s dominance of the sector is unarguable, the platform hasn’t stop reinventing itself. In December last year Google’s video portal adopted a series of changes aimed at making surfing easier and more intuitive. Simplicity when it comes to programming the video browsing history, synchronization of tasks (watching a video while searching for another for example) and a choice of material quality were some of the innovations.

Nevertheless, the most important modification is the integration of YouTube with Google+. Now, the first thing users see when logging on to their accounts is a list of the most recent videos on the channels they’re subscribed to. They can also see the channels that their contacts on Google+ are following.

This innovation doesn’t just mean that YouTube has become more similar to Facebook and Twitter. It also means a change of model from the online video platform that was based on anonymous user searches; we now have a social tool that strengthens interaction between registered users and channels. As Tom Loftus defined the spirit of the renewal in The Wall Street Journal: "We are faced with a more professional and channel-orientated YouTube."

Renewed channels and more visible brands

If these transformations mean a new relationship between users and content, it also implies that those who use YouTube to advertise products and services will have to adjust to the new landscape.

In tune with the modifications, YouTube channel administrators also have new tools to boost their online presence. The overlay feature, which already existed, now offers new possibilities. This application, which basically enables the inclusion of small publicity texts at the bottom of the screen whilst content is playing, was available in the Promotional Video category. Now, it is no longer necessary to have an approved and active campaign. With just a Promotional Videos account one can make use of the overlays, which in turn redirect traffic to the brand’s website, with the resulting benefit of increased visibility.

The other new element to take into account is the redesign of the channels, which facilitates their association with the profiles that brands have on other social networks. Until now, to find channel account owner information you had to go to the bottom of the page, under the last video posted. With the redesign of the site, this key information is now in the top-right corner of the page. Although this may seem a minor change, it means an essential modification in terms of usability and functionality. There is no need to underline the pre-eminence that Twitter and Facebook have today to understand how useful this link is.

It’s true that the fact that the effectiveness of YouTube as a social network marketing tool is not exactly news (we explained to you the successful experiences of Ford and Old Spice in another article). Nevertheless, the latest innovations in its interface enable the consolidation of advertising campaigns and the maximization of their reach.

At a time when audiovisual content is establishing its place on the web, betting on YouTube visibility appears to be an unavoidable option for engaging with users who are increasingly demanding. And more connected.

Silvina Moschini is CEO and Founder of Intuic | The Social Media Agency. Expert in Social Media Marketing and Online Visibility, she is frequently invited to give her opinions in prestigious media such as CNN. Born in Argentina, Silvina has developed an important career in businesses in the communication field such as Visa International, Compaq Computer Corporation and Patgon.com.

One Response

  1. Kathleen Gee June 27, 2012 Reply

Add a Comment

Your email address will not be published. Required fields are marked *

Marketing Trends PR Agency News PR Biz Update PR People
Pretty blond businesswoman open de door in modern office. Concep
Ad Agency Trends: New Business Panel, Featuring RSW/US’s Mark Sneider, Finds Agencies Consolidating Resources

Given the current trend of marketers to consolidate their agency resources,...

ideas word in mixed vintage metal type printing blocks over grunge wood
Report Offers a New Take on Employee Retention: Applying User Experience Principles to Attract and Retain Talent

As traditional employee retention incentives become unsustainable, organizations are looking for...

brand word in vintage letterpress wood type in a drawer of antique apothecary cabinet
PR Debate: Should Brands Take Social/Political Stances? New Study from Field Agent Takes a Deep Dive into Benefits and Risks

Following the recent Supreme Court ruling legalizing gay marriage, numerous Fortune...

On Deadline Thought Leaders
chris lucas formstack
Marketing on Mobile, Social, Email, and More: How to Increase Conversions Across All Platforms

 By Chris Lucas, Vice President of Marketing, Formstack Conversion rate optimization...

Gary Frisch
PR Crisis Strategy: What Can You Do if You’ve Just Killed a Beloved Lion?

By Gary Frisch, Founder and President, Swordfish Communications Public relations professionals spend...

Is Data Driving Your Leadership Decisions? Eight Ways Customer Analytics Can Give Your Company a Competitive Edge

In the spotlight: Jeff Sauro, Founding Principal, MeasuringU In a global...

Media monitoring and analysis

Current clients, please login here. Would you like to reduce the...

Inside Health Media

Current clients, please login here. Top pharmaceutical companies, hospitals, healthcare PR...

MediaPro: Bulldog Reporter's media database

Current clients, please login here. Do you need precisely targeted press...