The Number Two Search Engine in the World

How do you perceive YouTube? Do you see it as a social network? Maybe a search engine? In case you didn’t know, the #2 search engine in the world is not Bing and it’s not Yahoo. It’s YouTube.

Part of what you do for your business marketing online is trying to increase your digital footprint. You want people to find you. You need to be discovered before people can fall in love with you or your[1]

Still YouTube seems to be underestimated by many both as a search engine and as a social network.

I’m currently involved in a creative graphics project and it’s admittedly a little over my head. As you’d expect when dealing with a new computer program, you need to rely on some type of training/documentation. I’m stuck between a product website which completely fails on educating the user on it’s own program, and another which provides very heavy documentation that is really hard to understand.

Remember that scene from The Matrix when Neo and Trinity are on the roof with a helicopter as their only viable escape. Trinity calls up and says, “Operator, I need a pilot program for a B212 helicopter.” The information is immediately uploaded to her and away they go. It’s kind of like that. (I actually found that quote on YouTube.)

So, I head to YouTube to see if I can find something there and, to my surprise, there are tons of tutorials on how to install, configure and integrate this graphics program. Here are my findings:

  • Most of these tutorials are from people that had no relationship with the companies other than having used them
  • I found a guy I can hire to do the work for me, again, no official association
  • For one of the services, I found a way to avoid all this work by installing a simple third-party plugin
  • For the other, I found a competitor that might even be a better solution

To be honest, I’d rather get this information directly from the company I’m dealing with, but it’s simply not available. And YouTube helped me find the solutions I needed.

The problem, for these companies anyway… is that they’re failing to leverage YouTube to be discovered and possibly generate new business. Of course the fact that they’re failing to educate their existing clientele is an epic mistake, but that’s material for a whole different post.

For others, this is a great opportunity, they get discovered by solving the problem and answering the questions these companies are not. My YouTube search resulted in a guy from outside the company that’s about to get hired and a competitor that I wasn’t even aware of and just became an option.

So here are 11 quick reasons why you need to consider adding video to your online marketing strategy:

  1. Again, YouTube is the #2 search engine in the world. Why aren’t you there?
  2. Not everybody reads blogs, on YouTube you’re tapping into a possible new audience
  3. YouTube videos are shown on Google results
  4. Video is the best next thing to actual face-to-face interaction and it’s much better to humanize your business than written content
  5. People search YouTube to learn about products and services more than any other social network
  6. Video is easier to communicate and educate your prospects and existing clients around your products
  7. Video is easier to consume than written content
  8. Many of your competitors have no presence on YouTube, but they do on Facebook and Twitter
  9. The opportunities to produce great video quality are reachable to any size budget (even your iPhone can be enough)
  10. Videos, specially YouTube, are widely viewed on all kinds of screens (PC, mobile, tablet)
  11. YouTube videos are super easy to distribute to other social networks and to embed on websites and blogs

Thanks to our friends at ShortyMedia for this information.