Is YouTube a Viable Resource for Business in Wake of its ‘Adpocolypse?’

For over a decade, YouTube has been a strong platform for developers to connect to a large audience while generating ad revenue. However, recent developments have many skeptical about how YouTube will retain a strong target audience.

What’s termed as the “Adpocolypse” was driven in February of 2017 as advertisers began pulling funds from the Google-owned property. Companies discovered products and services advertised alongside hate speech or non-ideal content and stopped spending money on the platform. While many creators saw an 80 percent drop in their revenue from ads, others have shut down their channels completely.

What does this mean for those who want to use video to market their web hosting assets? That really depends on the topic of the site and the niche of the business.

Topical Content

For the most part, those who are affected by the YouTube Adpocolypse are those who share news on negative current events. One of the newest features of YouTube allows advertisers to pick and choose what categories of content to show ads on. If a creator is covering a story in the news related to any tragedy, ad funding can be pulled.

Channels that focus more on tutorials, product testing and other non-controversial content are less likely to be flagged. This “safe” content is what business developers want to focus on. The video needs to be free of anything that can be misconstrued as offensive to the viewer. Even the language used can be cause for ads to be pulled from a video.

From a marketing perspective, business that use YouTube videos to market products and services can still do so quite effectively. After all, the purpose of an ad is to simply show off why a viewer would want a product. As long as the developer isn’t concerned with making money from ad revenue, YouTube is still a viable platform for sharing business-related content.

Reaching a Wider Audience

Many companies will continue to use YouTube in the light of Adpocolypse simple because of what the system provides. Videos are still capable of being shared on social media, they are still crawled by Googlebot and will still engage an audience on YouTube itself.

Perhaps one of the most important components of using YouTube on a business website is the ability to embed video content on a web hosting platform. With a simple copy-and-paste of the iFrame code provided by YouTube, business owners can easily add video content to support the text on the website. This has potential to increase visitor retention rate as well as improve customer engagement.

Approximately 92 percent of viewers from mobile devices share the video with others. From a business perspective, this is widening the scope of who sees the material outside of marketing campaigns. This is especially true if the content has valuable information, is entertaining or otherwise becomes viral.

YouTube’s ability to share on other social media profiles is one of its more valuable assets. Because more than 80 percent of Twitter users watch video content and nearly half of people on Facebook watch more than an hour each week, hitting the share button can do wonders for a marketing campaign.

Adhering to Algorithm Changes

One of the most pertinent changes in YouTube in 2017 is the change in the algorithm. Creators are no longer capable of using certain tags or key phrases to engage the audience and still be deemed “family-friendly.” In fact, many videos are searched by the human element of YouTube and flagged for using vulgar language or inappropriate terminology.

The way to work around this from a business perspective really hasn’t changed much. Simply create non-offensive and professional content. If a business owner wouldn’t swear in front of customers in person, he or she shouldn’t do it on their YouTube channel.

This doesn’t mean that family friendly completely dictates how one should create a video. Remember, there are a lot of ways to market a YouTube video without being searched on the platform or worrying about ad revenue. From a marketing perspective, not much has really changed.

There’s no doubt that algorithm changes will affect directly searching for content on YouTube. However, it doesn’t affect sharing on other social media or embedding content on a web hosting account for a business.

The Right Business Mentality to Use YouTube

For an external company, the YouTube Adpocolypse shouldn’t have much of an impact. The system should be viewed more as a way to host video files for free. It’s a flexible method to share content and has potential to show material to a wider audience.

For example, an eCommerce site should focus more on adding product-use videos and tutorials and not generating ad revenue from YouTube. Placing this content on product description pages may vastly improve conversion rates. And that’s what should really matter for a business using YouTube as a marketing tool.

YouTube video monetization should be more of a bonus over that of a sustaining factor. For instance, companies that sell laptops should be concerned more with review videos to boost product sales rather than ads.

Nearly any online business platform can benefit from video integration. As video on a landing page increases conversions by 80 percent or more on average, YouTube hosting may be the easiest method for engagement on web hosting platforms.

YouTube videos should be used to engage customers on a site. Thanks to the embedding feature mentioned above, a full-page ad backed by video can increase engagement by 22 percent.

In reality, a business shouldn’t rely on the ad revenues generated on YouTube. It’s more of a tool that will accentuate website content and enrich social media profiles across the board.

What it Boils Down To…

The ones who are truly affected by YouTube’s Adpocolypse are creators who rely on ad revenue to support themselves. As most businesses merely use the system to create sharable video content to boost brand awareness, the ad revenue is not as vital. Whether it’s promoting products for eCommerce web hosting or showing off services offered, YouTube videos may still play an important role in consumer engagement.