Every minute, more than 100 hours of video are uploaded onto YouTube’s video streaming services. Billions of people from all over the world visit the platform regularly to laugh, cry, learn, work out and share their experiences with the online community.

If content is king, then YouTube should be considered his right-hand, reigning supreme over traditional media and competitor hubs. Yet for brands, YouTube continues to be underutilized and misunderstood. It’s constantly overlooked when it comes to developing a sound social media strategy, and brands are missing out on major opportunities.

Yes, Facebook is a great place to run targeted ads and push campaigns, but the platform is getting more and more “pay to play.” It’s transforming into an advertising hub rather than a social space, and consumers are noticing. Instagram can also be a useful tool, but it’s so easy for brands to get lost in the clutter. Plus, the platform isn’t designed to care if you perform well or not. Instagram tries very hard to limit ads, and honestly, consumers don’t want to see them.

Wise companies will start searching for other ways to connect, and YouTube is a great place to start. Let’s break down some key reasons why every brand should be pushing play on an effective YouTube strategy.

You Can Craft Cheap, Original Content

Brands are used to paying millions of dollars to create content for TV or radio, but YouTube allows you to broadcast your brand’s true persona for virtually nothing. Consumers are craving a more intimate relationship with their brands and want to understand not just what they sell, but who they are.

With today’s technology, it’s easy for brands to get behind a camera and record quality content for pennies. For instance, if you’re a food or consumer-packaged-goods business, you can post recipes or demonstrations to provide a deeper level of engagement with your consumer. If you’re not sure what to post, ask for help. There are plenty of third parties available that can get you YouTube-ready in no time.

It Can Support Your Customer Service Efforts

YouTube is the second largest search engine next to Google. Consumers love to take to the platform to seek more information about brands or look for FAQs. It’s important to update your page with useful information and be thorough in answering consumers’ questions. Paying attention to comments is a great way to further understand what your consumer is looking for in a brand.

Pre-Roll Ads Keep Your Audience’s Attention

Traditional television ads are becoming more and more obsolete. Even if your consumer is still watching cable, they’re likely looking down at their phone during the commercial break or using it as a good excuse for a bathroom break.

If you have some money in your advertising budget, it may be smart to invest in YouTube instead. You can take the money you would spend on a major TV ad and put it towards pre-roll ads. These are ads that play before popular videos and are extremely effective when it comes to visibility. You can hand-select the channels you know your consumers are following and have your ad placed right in front of them. Unlike television, the consumer can click on your ad and head directly to your page for more information. Talk about instant gratification!

It Could Provide An SEO Boost 

Since Google owns YouTube, having a solid presence on the platform can help increase your visibility on Google. Make sure your headlines, thumbnails and descriptions are consistent and optimized for search engine optimization (SEO). This means ironing out a solid strategy and plan for growth. Minor changes in your language can determine whether you’re on the first page of Google or the fifth.

Great Content Can Get You Paid 

I know it sounds strange, but if you create content that performs well on YouTube, you could actually get paid for doing so. And if you don’t know how to create great content, YouTube will help. YouTube Creators Academy has tons of free resources and courses available to get you started.

There are so many ways to utilize YouTube for your brand, but the biggest perk of all lies in the ability to be yourself. Creating original content for YouTube allows you to humanize your brand and give your consumer an honest look into your company. It gives you direct access to your biggest fans and serves as a concierge for their needs.

The core of good marketing is and always has been consumer connection, and YouTube is an effective way to keep your brand plugged in.

So don’t be shy. Just push play.

Article written by: Cal Marshall