Facebook has been gradually ruining your company’s organic reach on that platform. On Twitter, your post is lost in minutes. Instagram doesn’t let you link directly on posts. Pinterest is pretty nifty, I suppose, but only 28 percent of Pinterest users are men.
YouTube, on the other hand, is largely gender neutral, demographic impartial, and place impartial. Your customers are likely on YouTube and they are probably spending a lot of time there. YouTube is rated second in two essential lists: social network size (supporting Facebook) and search engine measurements (encouraging Google).
YouTube: Superior business design
I can ramble on in greater detail concerning the numbers of each platform, but sheer size is not what makes you better or worse. It’s the business model that makes YouTube superior to Facebook (and other platforms). As a content creator on Facebook you are considered a cow to be milked. On YouTube, you are seen as an advantage, making the platform better. Facebook will present your posts less and less as you grow, whereas YouTube will present your content more and more as you grow.
We found Beardbrand’s station in early 2012 with no financing — our time. I had been recording videos in my MacBook and uploading them directly to YouTube. There was no fancy editing, no investment in technology — only the sharing of my passions. We started slowly and garnered only 300 subscribers in the first year. That is where most people give up on the platform. Putting in a year’s worth of work and only using 300 readers can be bothersome.
But we persevered, and improved our picture production characteristics, our consistency, and honed in our posts. These three variables are what allowed our station grow from 300 to 70,000 subscribers. We achieved those amounts at a bit less than three years.
Growth on YouTube is very similar to compounding interest. It builds on itself. The most recent months are our best growth of views and readers.
With continuous movie production, I expect the growth to continue at an exponential rate. The problem most companies have is they don’t have a long-term vision. They are not keen to invest in a platform for three years to see success. It’s that short-term vision that limits the opportunity.
What does it cost?
On YouTube we get about 400,000 impressions and 1 million minutes seen per month. If we had to get these views, it’d cost us $40,000 to $120,000.
To be clear, our videos aren’t advertisements. They aren’t always designed to induce viewers to get. But they are a brand-building strategy. We are showing our brand to thousands of possible clients. In addition to that, we are positioning ourselves as a thought leader and expert in our industry.
There really is an investment into creating a YouTube channel. However, it is no different than an investment into buying ads. If we put numbers to our time, I’d say each video costs us about $250 to produce. We are uploading about 100 videos each year on two different YouTube stations. Our investment is about $25,000 of manufacturing time. Moreover, we invest in equipment, which is another $2,000 annually. We have got ads on our station, and that will offset our costs by about $5,000 annually.
It’s definitely a substantial commitment to observe the results. The wonderful thing is that the majority of businesses and people aren’t ready to spend the effort required to get there. After a few months they become frustrated and give up. When the players have dropped, you are going to stand tall as a pioneer.
Don’t overlook YouTube. It’s a golden opportunity.
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