Video search optimization: The media version of inbound marketing

• Author:
• Author name

  Quantumrun Foresight
• April 22, 2022

Insight summary

The rise of video search optimization is transforming the way businesses reach and engage with their target audience, leading to increased opportunities for independent content creators and a surge in investment in video equipment and software. This trend is also influencing governments and public organizations in their communication strategies, while fostering community engagement through monetization and interactive features. The long-term implications include shifts in marketing strategies, changes in labor demands, and diversification of the media landscape.

Video search optimization context

Inbound marketing is a marketing strategy that entails creating content to reach your target audience. Originally based on written content, inbound marketing has evolved to leverage other media forms, predominantly videos. With thousands of brands competing to catch the public's attention with their content and being discovered by search engines on digital platforms, video search optimization aims to solve this challenge. 

The production of video content continues to grow year on year. According to YouTube, 62 percent of businesses post their videos on the platform in 2021. YouTube has also become the second largest search engine worldwide, dwarfed only by Google. Similar to how websites are optimized to be more easily discoverable and prioritized by Google, videos require a similar optimization process using what is now known as YouTube search engine optimization (SEO). Some YouTube SEO strategies include renaming video files using target keywords but in as natural a way as possible and replicating this approach in the video title and description. 

By categorizing videos, tagging them according to popular keywords and related topics, and using subtitles and attractive custom thumbnails, videos can be increasingly optimized. YouTube's search algorithm suggests this content when users search for videos using these keywords. YouTube cards can be used to provide users with other videos on the same channel, which can be accessed by clicking on one of the available options. Cards provide channels with more visibility and increase the likelihood of users remaining on the channel to view more content. 

Disruptive impact

The trend of video search optimization is becoming increasingly essential for businesses aiming to reach their target audience effectively. By understanding the demographics, preferred content platforms, and search behavior of their audience, businesses can tailor their video content to be more discoverable and engaging. This optimization not only increases the chances of videos being viewed but also fosters a higher likelihood of converting viewers into loyal customers. However, the process requires a detailed and nuanced approach, as a misalignment with audience preferences can lead to missed opportunities and ineffective marketing strategies.

YouTube's feature that allows brands to monetize their videos presents a significant opportunity for revenue generation and audience engagement. By creating content that resonates with viewers, brands can earn revenue directly from the platform, turning their marketing efforts into a profitable venture. Simultaneously, the comments section on YouTube videos fosters a sense of community and interaction among viewers. Audience members can connect with one another, share opinions, and engage in discussions, enhancing the social experience of the platform. 

For governments and public organizations, the rise of video content and platforms like YouTube offers a powerful tool for communication and outreach. By leveraging video search optimization and engaging content, governments can disseminate information to a wide audience, including younger demographics that might be more challenging to reach through traditional channels. However, the need to maintain accuracy and avoid oversimplification of complex topics may require careful planning and execution. Educational institutions, in particular, may find value in integrating video content into learning materials, but they may need to balance this with ensuring depth and critical thinking. The monetization and community engagement aspects of platforms like YouTube could also be harnessed for public benefit, such as funding educational initiatives or fostering public discourse on important issues.

Implications of video search optimization

Wider implications of video search optimization may include: 

• Increased economic viability of being an independent content creator, leading to a more diverse and competitive marketplace as companies large and small contact them to form commercial partnerships and advertise their products.
• Companies of all sizes investing in higher quality video equipment and software, leading to a surge in demand for video professionals and advertising firms to regularly produce videos as part of their marketing and video search optimization strategy.
• Regular users and supporters of specific brands and interests increasingly being able to find videos relevant to their interests, leading to more personalized and engaging online experiences.
• The rise in video content consumption potentially affecting reading habits and traditional media engagement, leading to a shift in educational strategies to incorporate visual learning and a decline in print media.
• Governments utilizing video platforms for public communication and policy announcements, leading to more transparent governance and increased citizen engagement, especially among younger demographics.
• The growth in video content creation contributing to increased energy consumption and electronic waste, leading to environmental challenges that may require new regulations and sustainable practices in the tech industry.
• The democratization of video creation tools enabling more voices and perspectives to be heard, leading to a more inclusive and diverse media landscape that reflects a broader range of cultural experiences.
• The potential for misinformation and manipulation through video content, leading to the need for stricter content moderation policies and ethical guidelines to ensure accuracy and integrity.
• The monetization of video content on platforms like YouTube influencing consumer behavior and spending patterns, leading to new business models that prioritize viewer engagement and community building over traditional advertising methods.

Questions to consider

• Do you think the wider production and acceptance of video content will make it preferable for marketing professionals as a means of advertising as opposed to written content? 
• Do you think content creators will become a fully respected and normalized career or profession? One that will be commonly studied in colleges?