Video is quickly becoming the most sought after marketing content with higher user engagement than any other medium. Video content is a popular marketing tactic utilised by 87 percent of marketers to improve engagement with consumers, according to a study by Outbrain. This increase in content creation gives customers better insight into businesses and their products.
You will probably know that YouTube is the second largest search engine in the world. With over four billion hours of video watched every month, it provides endless opportunities for marketers.
Those four billion views on YouTube are coming from all around the world. YouTube’s statistics state that 70 percent of their visits are from outside the U.S. They’re localised in 61 languages across 53 countries.
Video localisation is an important aspect when developing a global marketing strategy for YouTube. Multilingual users who don’t understand your content won’t benefit from it.
Voiceovers, text-to-speech, subtitles and translation are all options when it comes to adapting video content for new markets. Other best practices include translated keywords and descriptions on YouTube.
Benefits of video marketing for global brands
The benefits not only include increased customer engagement, but also have positive effects on global marketing operations such as SEO and social media interaction.
Video improves your global SEO. If videos are content rich and valuable to consumers, they’ll be watched, searched for and shared, improving your web presence. Having optimised video content on your website can also improve your site’s rankings.
Videos are easier to find on search engines because they often have their own search tab. Make sure your content is worth watching and consumers will be able to access information faster than they would reading an article or white paper.
Social media is another large facet of content marketing. So what happens when you mix social with video?
Staying on top of your global digital production on YouTube can generate great ROI, but you need to reach the right audience. Many companies have great professionally made videos that aren’t being viewed due to poor optimization.
There are certain content marketing best practices when it comes to YouTube. The most important thing is to have lots of videos with diverse content. No one wants to watch the same video over and over. Make sure they’re various lengths and provide information on different products and services.
SEO is important on YouTube. Enhance your search results and consumer understanding by inserting appropriate keywords, captions and descriptions.
Placement is key; Your videos can be searched for on YouTube and search engines, but you should also be placing them on your website and social media accounts. Social media is a great way to get content out to potential customers.
Insert options to share your video across other social networks to make it as easy as possible for your audience to spread the word.
Thanks to Meagan Sutton for sharing her advice and opinions in this post. Meagan Sutton is a Content Marketing Specialist for the Global Marketing Operations department at Lionbridge Technologies. You can follow her on Twitter.
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