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Youtube shows 30 million videos a day and drew 9.1 million people in February, says Web measurement service Nielsen//NetRatings. That makes the upstart one of the biggest providers of videos on the Net, ahead of Yahoo! and Google and just behind Microsoft, according to the Nielsen//NetRatings estimates.

 

YouTube is visited by one in eight of all UK internet users and its UK user base has grown by 478 percent since January this year.

(Miles Mendoza, BBC Radio2)

Nearly four in five marketers surveyed believe that television advertising is less effective than it was just two years ago.

 


Using YouTube

Videos are voted for and the highest rated clips are promoted in the search results and on the front page. Millions of videos are watched and uploaded each day and range from the interesting to the obscure.

According to a survey by Google an average web user spends 164 minutes online each day compared to 148 minutes or 37 days for TV viewers and the internet has bypassed television as a pastime. (BBC)

The trend towards the internet is contradictory. Eyeballs are still turned squarely at TV, but through the internet instead!

The nature of the internet makes for a more personalised experience as users can watch what they want, when they want and can become involved like never before. It's this element of "involvement" that sees so many people watch, vote on or even enter reality TV shows like the X-factor.

Big brands have already been taking YouTube seriously. Nike have used footage of Ronaldinho to promote their football boots and you can subscribe to their own Nike TV Channel.

Music promoters already use the site much as MySpace to promote bands old and new and entertainment companies can upload trailers of upcoming movies. Watch the first few minutes of the Borat movie.

Charities have used YouTube to create awareness of campaigns too, see this magic trick which promotes the UN's "Stand Up Against World Poverty" campaign:

Integrate YouTube into your online marketing strategy

Integrating the online video medium into your marketing artillery should not be rushed however, as getting it wrong could cost your brand. Here are some ideas you could try:

  • Research any video websites that use/mention your brand already and if favourable then upload it onto your own website and post a response on the originating site.
  • Video campaigns on YouTube, Google Video or MSN Soapbox may become as viral as sending out a link via email to a video clip on your own site. So upload any viral video clips you may already have to these sites and tell your customers about it.
  • Integrate YouTube ideas on your own site. Run a competition for the best use of your product and ask customers to send in video clips. This would increase traffic to your site as fame-seekers visit to see their clips.
  • Employ a professional advertising agency to formulate a video clip to portray your brand in the best light and become a viral phenomenon.
  • Look at the possibility of placing adverts before popular content already on YouTube.
  • Keep abreast of advertising opportunities on video or UGC (User Generated Content) websites. Google's partnership with MySpace and now YouTube gives you the opportunity to further target online adverts according to specific demographics.
  • As many sites already link to YouTube, getting your site listed in the site could improve your position and form part of your optimisation strategy.

Contact MediaCo to learn of advertising opportunities and develop your marketing strategy across emerging UGC sites
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