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The Sad Truth About Most Branded YouTube Videos

Let’s start out with what is easily one of the best YouTube videos of all time.

It’s short, it’s simple and it will make just about anybody from Singapore to Santa Fe laugh. The production value is right around zero dollars and it has well north of a million views (90 percent of them might just be from my IP address).

 It’s no secret, YouTube is effective, and they have the stats to back it up.

  • 1 billion unique visitors each month
  • 100 hours of video uploaded every minute
  • It reaches more US adults ages 18-34 than any cable network
  • 6 billion hours of video watched every month
  • The Gangnam Style music video has now been viewed 1.9 billion times, and that’s just the official link, not including all of the other versions and uploads users have uploaded

Not to be a Debbie Downer, but what interests me a lot more is the following sad truth: more than half of videos produced by brands have fewer than 1,000 views. It’s not that they are all bad or ineffective, it’s just that many just don’t get viewed too often and have even fewer repeat viewers.

YouTube views are not the end-all-be-all metric for video success. Like all marketing, it’s getting your content in front of the right audience. At the same time, you have to find a balance between investment and return, that’s where things get tricky.

Video isn’t consistent in pricing. In my role I’m often asked to help build proposals for graphic and long-form content packages. I could tell you in about 5 minutes how much it would cost for 100 blogs, 20 infographics and 50 social-optimized graphics. But a single one-minute video? Well, I’m going to need some more information.

I need to know the size of the crew, how many interviews, number of locations, scripted or not, makeup or not, graphics or not, where are we filming, do we need travel days, etc. A 30 second video could cost $1,000 or $100,000+.

So if there’s a 50/50 chance your video will have fewer than 1,000 views, potentially fewer, then how much money should you be investing? The first step is to find out how video will play a role in your larger marketing strategy.

Most businesses benefit from posting videos on YouTube and social media and embedding them in their websites. Good video content on those channels that works well with your marketing strategy can grow your audience, improve search and Facebook News Feed weight and ultimately drive leads and conversions.

When it comes to the question video investing, the answer’s not always easy. That’s why companies like Raidious exist. We can help you produce video and maximize its reach. To learn more, contact us today and let us know where you see a challenge in your marketing strategy.

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