With more than 2 billion users across the globe, YouTube is the most popular video-sharing platform that has ever existed. With such potential, it’d probably make sense to host all your videos there, right?
Well, not really.
As a surface-level video player, YouTube simply can’t meet the analytics and customization capabilities of custom video players. A custom-branded video player is a solution for marketers looking to drive business. Therefore, let’s highlight some of the key areas where YouTube fails to meet marketing expectations.
Promote your brand, not Google’s
With no custom branding options, embedding a YouTube video in your website will result in basically having a billboard for them, with their logo and colours. Of course, it is all intentional. They want to promote their service and keep people engaged on their platform. That is in direct conflict with many business goals.
It didn’t last too long before YouTube started running ads on their platform. The potential for advertisers is enormous, indeed. But having people watching random ads on your website is something you want to avoid at all costs. According to IPG Mediabrands’ Media Lab, 65% of people immediately hit the skip button when they see a video ad. That means almost nobody wants to see them. Keeping the flow of your video is critical for business. Ads disrupt it right away.
Measuring the success of your video marketing efforts can be challenging. With YouTube, this is almost impossible, since they won’t give you the necessary data to track performance. What they offer, instead, is creator-type insight tools, which help with growing your channel. However, this is not ideal for businesses. Here are some alternatives:
Summing it up, we are not talking against YouTube. It’s an amazing platform that gives access to a whole range of information, from entertainment to news or education. For marketers, though, it might make more sense to consider other tools for video hosting.
What are your thoughts?