So your company has a new marketing video—maybe its first—and you want to get it seen by as many potential customers as possible. Upload it to YouTube, right? After all, that’s the most popular video destination by far. That’s where the viewers are.
Wrong. For local or regional companies, posting with YouTube could cost them viewers or sales.
Speaking at the recent Gilbane digital content conference in Boston, Tim Lewis, producer of digital content for Continuum Managed Services, spelled out why YouTube is a lousy choice.
“If you upload to YouTube and embed that video to your web page thinking that will boost your ranking, it will in a way because Google ranks YouTube videos higher than actual web pages,” Lewis said. “So, if you searched let’s say ‘managed services Boston’ (Continuum), a Continuum YouTube video will pop up first and then the actual web pages will be below that. While that’s good and dandy, it’s kind of dangerous for two reasons. One, YouTube is a one-way street, and, two, everyone is on YouTube.”
By “one-way street,” Lewis means it’s difficult to drive viewers from YouTube to a company site. If the goal is to attract potential customers, it’s better not to send them to YouTube in the first place.
“You go search ‘managed services Boston,’ you see Continuum, click it, it goes to YouTube not your web page. And the thing with YouTube videos is that you can’t create annotations that will link out to your product page or whatever you want the CTA [click-through action] to be,” Lewis explains. “Most of the time if someone’s clicking on a YouTube link, they’re going to stay on YouTube. They’re not going to go and take the time to type in your website.”
As for the other reason, yes, everyone is on YouTube—but that’s a problem. Sure, there are lots of viewers, but competing companies are there, as well.
“Everyone’s on YouTube. So, if they see ‘managed services Boston,’ they search that, see Continuum, click Play on YouTube, and they see the Suggested Videos panel on the side, they’ll see your competition, because you searched ‘managed services Boston.’ So that’s also pretty dangerous.”
For that reason, Lewis recommends hosting with a secure solution such as Wistia or Vidyard instead of YouTube.
Scroll down to watch Lewis’s full 20-minute presentation.