Despite not being a social network, YouTube is full of users who somehow end up interacting through comments. However, as important as this aspect is the fact that users are loyal to content producers. This is no coincidence, since the video has such a benefit, being applied in several other networks precisely because of this engagement capacity.
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Because it is a type of media that allows more inventiveness than the others, such as texts and photos, video can be seen as an effective method of providing greater human connection. By putting someone's face in focus, whether to explain or present something, it is possible to capture the attention and sympathy of those watching. In this way, a sense of veracity is created, as the interaction is similar to a chat between friends.
Youtube: vvideos are capable of generating greater understanding of your business
When we deal with some other type of media, such as text, we are subject to misinterpretations or even interruptions that can make it difficult to understand the subject. With video, these problems can be avoided by adopting didactic and easy-to-understand language, where information is not lost along the way.
To get an idea of the strength of the videos, according to the brightcove (company responsible for developing video platforms), media can generate more than 1200% of engagement than other materials containing the same subject.
It may seem daunting, but it is possible to understand these numbers based on the public's appreciation for content produced in video.
Audiences are increasingly looking for video content, mainly on Youtube
For those who are used to YouTube, they have certainly come across a series of videos with tutorials in the most diverse segments – ranging from repairing simple objects to installing home appliances – making the platform a place full of a wide variety of information.
According to the “2020 Video Marketing Statistics” survey conducted by Wyzowl (creator of explainer videos), about 66% of users would rather watch a video than read text. In addition, the study also points out that people watch an average of 16 hours of videos per week.
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More important than selling, it is necessary to offer content
The public's interest in the platform has already been proven. However, that alone is no guarantee of success. The important thing is to know how to reach users.
Unlike other platforms, such as Facebook and Instagram, Youtube needs a different approach. This means that the sale should not be your main focus, but the content. For this, it is necessary to create a strategy that manages to captivate the public while generating interest in the advertised product.
A practical example of this type of approach is the type of content created by publishers. Instead of simply announcing their launch, companies choose to create content on the subject. For this, it is possible to develop a video that presents the story, the author's life, the importance of that publication and how it influenced other works. In this way, the user has more information generating interest and resulting in a purchase. In addition, the quality of the content can encourage loyalty.
Based on this loyalty, volume is created which, in turn, makes YouTube identify a company as a reference in a given topic. From then on, the content is recommended to new users, which is the most expected result of all the effort put into the platform. However, it should be noted that, as in other networks, the company needs to be consistent and not stop investing in content so that the fruits can be harvested in the future.
