Why YouTube is Becoming More Important than Ever

My name is Rebecca and I’m a Twitterholic. I’m on Facebook all day. I make no bones about it. And I don’t care what you think.

Social media is my world, and I spend most of my day in it. And the folks that I work with, the people in my classes and workshops are beginning to see the light. They’re coming around to seeing what powerful marketing tools social media platforms like Twitter and Facebook are.

I have maintained for some time, and still hold forth, that YouTube is perhaps the most underutilized social media marketing tool out there. Why? First of all, the power of video is immense. If you think about how powerful the written word can be, how powerful a photo can be, and then take those words and put them to moving pictures, then exponentially, how much more powerful is that?

Additionally, we are kinda lazy. If I can watch a video instead of reading something on a page, why wouldn’t I do that? It’s engaging, it’s interesting and it gives me a much clearer focus.

I recently participated in a survey of marketers who were using social media, and as payment for such, got a copy of the final report when it was compiled. This report, compiled by Michael A. Stelzner for the Social Media Examiner, is called 2011 Social Media Marketing Industry Report: How Marketers Are Using Social Media to Grow their Business.

The report has lots of interesting stuff in it, so I’d encourage you to read it for yourself, but this tidbit caught my eye:

A significant 77% of marketers plan on increasing their use of YouTube and video marketing, making it the top area marketers will invest in for 2011.

I think there are a bunch of reasons marketers feel intimidated by video. First, certainly, is the technology factor: purchasing and operating a video camera and then learning to use editing software I’m sure scares the pants off of lots of people. But the truth is, this technology is getting easier and easier all the time, making us able to produce really professional-looking results without a lot of technical know-how. Second, is the time factor. It does take quite a bit of time to shoot and edit something that goes by so quickly in real time. Finally, there’s coming up with a creative (read: not boring) idea that is going to catch people’s attention.

Here’s a few blog posts I’ve written on the topic. Best advice I can give you, which goes for all these new technologies: just go for it. Jump in. Make mistakes. Learn. But if you wait too long to jump on the bandwagon, you might find that it’s left without you.

Shameless self-promotion: I’ll be at Social Media Camp Victoria (the largest Social Media event in Western Canada) on June 4 doing my YouTube 101 Workshop. I recently did this workshop at the #EatDrinkTweet conference, and it was a huge success.

Maybe I’ll see you there?

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Rebecca Coleman

Social Media Marketing Strategist, Blogger, Author, Teacher, Trainer. Passionate foodie, mom to Michael, fueled by Americanos. I love my bike. Soon-to-be cookbook author. Localvore with a wanderlust.

Comments 3

  1. Fantastic!

    YouTube TV for the eventual LiveStream of cultural events and the like will be a tremendous plus to Arts and Culture.

    The Berliner Philharmoniker has this down “pat” and they have huge audiences all over the world!

    Thanks for a great post Rebecca and good luck at your workshop in Victoria!





  2. I’ve mentioned this before on Twitter, but my biggest problem with the shift to video/podcasts in the social media world is the lack of accessibility for the hearing impaired. Many “official” videos are provided with closed captioning or subtitles, but the vast, vast, vast majority of content on YouTube and in podcasts are generated by amateurs who don’t care or don’t have the time/resources to provide transcripts or captioning for the hearing impaired and Deaf.

    Over the last 15+ years, the internet has been a great equalizer in my life. I’ve been able to interact and socialize with people in ways that I can’t even do in real life. And over the last two or three years, I’ve become more and more separated from “normal” people due to the greater and greater variety and number of podcasts and video content that I can’t hear.

    I think it’s an underrated problem that most people don’t even consider (and I don’t blame them — I just wish they did).

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