More than several hundred million total hours of video are reproduced on YouTube every day with billions of views generated. 300 hours of video material are uploaded to YouTube every minute. And its users total over one billion.*  Videos dominate the web. It’s no surprise, then, that companies are using videos more and more to target potential customers. We took a closer look at YouTube within the context of its professional use for B2B companies.

Video has the advantage of being able to transmit complex topics quickly and easily.  If storytelling is applied consistently, films and videos are even entertaining and memorable. Thanks to YouTube, content is now omnipresent in the form of moving pictures. So why not use the platform as a means of B2B communication? Here are some facts:

  • As a social network, YouTube provides various ways to communicate with your target audience. For example, subscribers to its corporate channels are always provided with the latest videos.
  • Its commentary function opens up new, fast and direct paths of communication with a target audience.
  • By integrating Google and easily connecting with other social media sites, your videos will be much more easily found and accessed online.
  • YouTube is calculable. The platform provides you with the number of subscribers and video calls, demographics of users, as well as information on where users’ videos are accessed.

A case for YouTube?

At first glance, everything speaks for YouTube. But if you are looking to enhance your own corporate page with video content, please consider the following points:

  • YouTube is financed through advertising. Which means its videos are preceded by and connected to commercials and suggestions at the end of videos are intended to lead users to other YouTube clips. But who wants to lose their potential customers to a cat video or, worse,  the competition?
  • YouTube is one of the top 3 most blocked pages in companies. While there are currently no reliable studies for Germany, a glance into the US reveals that almost 14% of companies ban the platform from their networks.

How, then, can elaborately-produced footage be best brought to your intended audience?

Of course, you should use YouTube but this applies particularly for social media sites and blogs. When embedding videos on your own website, Youtube should only be used to a limited extent for the above mentioned reasons. What about alternatives?  Hosting videos on your own servers is usually very inefficient. The cost and effort for server operation is too high.

Other prominent video portals are connected with Dailymotion and Vimeo. We at EQS have had good results with Vimeo: the player is individually customizable and allows companies to directly integrate their own logo and brand message.  Advertising can also be switched off completely, allowing the viewer to concentrate on a film’s content without distraction. The same applies to the suggestions at the end of a video.  While the Vimeo user can adjust settings, both YouTube and Dailymotion users have no influence on recommendations. Ultimately, Vimeo wins us over with its modern and tasteful design which adapts itself to websites.  To view an example, go to the homepage of our customer CHG-Meridian.  You’ll see that at the end of the video, only the video suggestions that CHG-Meridian has chosen are shown.

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