Importance of YouTube in Relation to Internet Marketing

While we have discussed, in previous posts, the importance of Twitter and Facebook as factors to study when looking at the effectiveness of your social media campaign, the biggest one to look at – according to the number of factors attributed by the author of this article at Search Engine Watch – is YouTube.

The article discusses the 13 points you should look at when deciding how effective your social media campaign has been on your search rank. It devotes the first four points to Twitter, the next two to Facebook, then the next five to YouTube. Indeed, there are a lot of aspects to YouTube that the average Internet user doesn’t realize…many untapped opportunities for quality Internet marketing lie in this video sharing site.

The points, as listed by the article’s author, are:

  1. Number of Views
  2. User Comments
  3. References from Independent Profiles
  4. Title of Video
  5. Percentage of Likes vs Dislikes

So let’s break these down, one by one.

1. Number of Views

The more times a video is viewed, the more value is attributed to your site. How do you get your site into the factor? Always include a link to your site in the video description. This one sounds obvious – videos go viral becauseĀ of how many views they get – but that’s because it is obvious, and it works!

2. User Comments

Many fall short with this one on YouTube. Although it is an extremely widely used form of social media, most people use it to post their video and disappear. Engaging others is a big part of what will make your YouTube channel that much more effective. Watch other videos, comment and then your profile will get extra views because of it. In this way, it’s similar to blogging. The more blogs you comment on, the more someone sees a link to your blog and clicks on it, thus the higher in the search ranks it rises. It is the same idea with YouTube.

3. References from Independent Profiles

This is harder to achieve but it’s what really helps a YouTube account to boom. This is when another YouTube user links to you or – even better – creates a video response to your video, or a parody. As Search Engine Watch says, “The prime example remains the Cadbury’s Gorilla, but there are lots of interesting mini-campaigns trying to leverage the above.” If you have some time and energy to put into booming on social media – this is where you could try directing that to really see your YouTube profile explode.

4. Title of Video

In the same way that you title your webpages appropriately (ie with search engine keywords in mind), do the same for the titles of your videos. This is, after all, the information that is used to populate YouTube’s search engine to help people find your video, and the info that gets plugged into the URL. So use those words wisely – while still, of course, keeping your title appropriate and relevant to the video’s content – not the landing zone for keyword dumping.

5. Percentage of Likes vs Dislikes

This is self-explanatory also, but this will play into a factor we will discuss in the final post in this breakdown, which is negative vs positive brand mentions. Unlike Facebook, YouTube has a dislike button as well as a like button. Therefore, people don’t just click away if they are disappointed in a video – nor do they have to be so disappointed that they want to take the time to sit down and write a comment about it. They can simply click a dislike button. You want to focus on likes here, so try to avoid posting polarizing content – unless, of course, your hope is that the controversy of the video is what will drive your campaign.

Next time we will wrap this series up with a look at aspects of social media that affect search rank from all forms of media, in a good summary of the impact of this form of online marketing.