It’s a popular ‘fact’ that YouTube is known as the second most important search engine. But if you’ll use the search engine’s standard definition as an online system that can crawl on every murky corner of the Internet to get your need information, this isn’t precisely true. YouTube’s integrated search function only searches itself. The fact that only Google’s search box receives more queries shows how important channels like YouTube can be.
Here are some vital statistics. YouTube has more than a billion unique user visits each month. Over six billion hours of video are being watched each month and 70% of traffic comes from outside the United States, making YouTube a global phenomenon. Individual videos can reach great numbers of people. South Korean musician Psy’s « Gangnam Style » was the first YouTube video to get a billion views, but the platform can also be used to promote more than just hilarious cat videos and novelty pop songs.
Why Do You Need Video Marketing?
Videos offer a more interactive way to communicate with both existing and potential new clients. Not everyone reads blogs or wants to go through corporate website contents. Compared to face-to-face contact, video is the next best thing. It allows you to display your brand message in a way that can be funny, entertaining, emotive and simply engaging on a basic human level. YouTube videos can contribute in any integrated campaign. They can be conveniently embedded on blogs and websites and distributed to other social networks. Online video is actually the most consumed content format online and can afford you great opportunities to get your message across.
Set Up Different Channels
Develop different channels that are catered different markets. Global brands like Vodafone use separate channels for viewers from different countries and it isn’t just about speaking another language. The majority of customers in UK, US, and New Zealand share a common language but they still have many cultural differences. Setting up different channels provides you the opportunity to tailor your message to suit the audience’s preferences. This can also help with optimization, which we’ll discuss next, as you can incorporate foreign-language seo and location-specific keywords. Finally, don’t forget that some countries have different names in their own native language. Don’t establish a channel name for Germany; use Deutschland instead.
Optimize Your Content
When working with videos you generally have less leeway to work with when it comes to content optimization, but the same rules still apply just like any other kind of content. Keywords are still relevant and you shouldn’t depend on straight ‘dictionary’ translations of your English language keywords if you are going for an international audience. What’s effective in one language might not work as great in another; alternatives may be far more effective. This doesn’t mean that you need to throw out all your meticulously researched English keywords. Use them as your starting point but run translations through your keyword tools to see what still works and what doesn’t. Brainstorm alternatives with native speaking translators to find the most effective ones.
Once you have the keywords, optimize everything you possibly can. Your video title, its description, your channel bio, and your tags can all house keywords. You may even translate and optimize any comments that you make.
Mind Language and Cultural Differences
All the written content that surrounds your video has to be translated, as does the video’s content itself. Do not rely on automatic translation programs since these software are prone to errors. Working with native speaking translators can help you get the best results and can also help you get the right tone, making relevant cultural references while avoiding cultural faux pas.
Effective localization can help you connect with your audience. Look at Pepsi’s YouTube page and you’ll see that they created localized channels for various markets such as Vietnam, Spain, and Egypt. Each channel have videos tailored for their particular audience, with the Egyptian channel featuring the Pepsi company’s Ramadan campaign and a number of humorous ads based around Egypt’s national soccer team.
Consider Other Platforms
While it’s the most important video hosting platform, YouTube isn’t the only popular platform out there. For example in China, where YouTube is notably banned, websites like Tudou and Youku fill the gap. A recent Comscore study about online video viewing in the Philippines, Indonesia, Taiwan, and Vietnam showed that, while Google websites such as YouTube had the biggest single market share, they still accounted for less than 50% of the total video viewing.
With forward planning and some research it’s possible to enter whole new markets through video marketing. Also, making multilingual video SEO part of your company’s overall strategy can really help maximize the end results.