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Why brands must get more from YouTube - and how they can do it

23rd Jan 2015
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With Cisco research indicating that video is expected to account for 69% of all web traffic by 2017, it's little surprise that marketers are putting video high on the agenda in 2015. 

And there are plenty of other reasons that marketers should be prioritising video content. Seven in ten people view brands in a more positive light after watching interesting video content from them. 85% of consumers are more likely to buy after watching a video than consumers who don't. And 57% of consumers say that watching product videos makes them more confident in online purchase decisions. 

Businesses are experiencing the benefits of this, with 52% of marketing professionals citing videos as their best ROI for marketing dollars spent. 

And of course, when it comes to video, the daddy of destinations is YouTube. YouTube receives more than 1,000,000,000 unique visitors each month, more than any other channel except Facebook. 

But are brands making the most of YouTube?

slp consulting has published a new study of how major brands, active in the UK, are using YouTube, comparing different sectors, highlighting best practices, and ranking the 35 brands studied and drawing conclusions on opportunities for the future.

It found that brands could be doing much more, and that they could improve their audience’s experience through simple steps such as:

  • enhancing how they use meta-data with their videos;
  • making more use of interactive features;
  • taking a more programmatic approach.

Below you can find the results, and draw your own conclusions about whether your brand could be making more from your YouTube presence. 

How are you using YouTube? Is it a priority in your social media mix? Let us know below, or by using #UKYouTubeSurvey15.
Simon Preece is founder of slp consulting limited

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