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"Don't YouTube & Vidyard Do the Same Thing?"
Well, Not Really
At first glance, it may seem like both YouTube and Vidyard help you get in front of your audience -- which is true. But at some point, organizations that are serious about embracing a culture of video start to wonder when it's time to make the leap from YouTube for video marketing to a paid hosting option like Vidyard.
In fact, YouTube and Vidyard are quite different, although they are both important elements of any successful video marketing strategy. But you have to understand the function and strong points of each in order to see the return on your investment you want.
Here's the thing, though.
There is room for both YouTube and Vidyard in your life. They each serve a unique purpose. What you need to figure out is where you store your content across both platforms.
YouTube Does More Than Host Your Videos
YouTube isn't just a video hosting platform -- it's a social network and it's a powerful search engine. (And Vidyard is neither.)
For billions of daily users around the world, YouTube is familiar. It's where they go when they have problems and need answers to their questions. Of course, sometimes their "problem" is that they're bored. Then there are those times where they're looking to YouTube to help them make a purchasing decision.
What makes YouTube so "sticky" for its users -- meaning users stay on the site for a long period time -- is that the platform is always suggesting related content, as users are engaging with videos. That suggested content that's relevant to what they're showing interest in could be yours.
The Double-Edged YouTube Sword
As great as all of this sounds, it can also be a bad thing. Two major reasons. You’re competing for attention on a platform that is not conducive to keeping viewers focused. It’s rented land, if you will -- and at any point, viewers could get distracted and start watching something else.
There are two issues with YouTube for businesses looking to generate leads from their video content:
- You're competing for a viewer's attention on a platform that is not exactly a paradise for those who want their viewers to stay focused. You're squatting on YouTube's property, essentially. At any time, you'll lose your viewer's interest to something else.
- There are no forms on YouTube. You could have 100,000+ views on a video, but you still will be very unlikely to capture anyone's information.
Ultimately, you want to get folks back to your website where you have control over the conversation -- because when they watch videos on your website, you're the one calling the shots.
That's Where Vidyard Comes In
What Vidyard lacks in social and search, it makes up for in spades with calls-to-action and forms you can embed right in your videos. Just like a contact converting on a form in HubSpot, you can see who your viewers are by their real name and how they interact with your content.
Additionally, your videos aren't competing for attention with loud advertisements or video messages from other companies. Yes, you have to pay for Vidyard, but what you get back as a return on your investment -- ability to create tailored experiences and have more meaningful sales conversations as a result of video -- more than makes it worth your while.
You can see your viewers by their real name and see how they're engaging with the content. This leads to more meaningful sales outreach and a tailored marketing approach that’s relevant to them.
Again, You Need Both YouTube & Vidyard
YouTube is a great place to educate prospects. You should put all your greatest top-of-the-funnel content for viewers who have realized they have a problem. They might not be ready to visit a website just yet, so meet them where they are. Sure you can’t see who they are, but now they’ll know who you are.
When they're ready to make a purchasing decision, they won't be on YouTube anymore. They're going to be crawling your website.
If you don't have a video hosting solution like Vidyard in place for those website videos, you're going to lose out on countless opportunities to convert leads, identify leads by name, and the ability to close more deals faster.