Chapter 12
How and Why Businesses Use YouTube
In This Chapter
- Understanding the importance of video marketing for businesses on YouTube
- Seeing how elements of YouTube contribute to business success
- Integrating paid, owned, and earned media into your YouTube business
- Differentiating YouTube campaigns from Google campaigns
- Transitioning effectively from other media campaigns to YouTube
Urban legend has it that when asked why he robbed banks, famed criminal Willie Sutton responded, “Because that's where the money is.” You won't learn much about bank robbery in this chapter, but you will understand why doing business on YouTube is a big deal: because that's where your customers are. In fact, that's where nearly everyone who's doing business today is.
YouTube now reports that it receives over 1 billion unique visitors per month who watch over 6 billion hours of video during that period. They're watching from desktops, laptops, tablets, smartphones, smart TVs, game consoles — and pretty soon, from intelligent watches. They're watching around the world from over 60 countries. (In fact, 80 percent of YouTube views occur from outside the United States.) Wherever a YouTube video is played lies a potential opportunity to help your business.
If you're serious about taking your business to the next level, YouTube can provide you with some rich capabilities designed to help you reach that goal. In later chapters, you find out how to work as an advertiser (someone who buys ad space) or as ...
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