When driving lead generation efforts online, marketers must develop strategies to convert organic visitors depending on the platform being visited. The tactics used to engage with a lead on Facebook vary greatly from the techniques deployed on YouTube.
Recently, comScore released its August 2012 Video Metrix report, which found that 188 million U.S. internet users watched 37.7 billion online content videos in August – total ad views reached 9.5 billion. The bulk of these videos were viewed on YouTube.com. For business owners, YouTube cannot be ignored in the lead generation process, especially with video content demanding more attention from consumers than ever before.
Since YouTube's influence keeps growing, marketers looking to leverage the power of the video site should be aware of recent algorithm changes the service is implementing online. YouTube now adjusts ranking of videos to reward engaging content that keeps viewers watching. Basically, instead of ranking by "view count," YouTube places videos that have been watched for longer periods of time higher in search results.
The evolution in search unveiled by YouTube will force online marketing professionals to spend more time creating compelling video content that drives engagement and conversion. When YouTube is used to complement other social media marketing efforts, brands will find it much easier to use video to their advantage.