Every video your business creates will need to be stored somewhere – where exactly that space is will make a big difference to what your team can do with that video and how your business may leverage it in the future.
Today we’ll look at branded YouTube channels. Tomorrow, we’ll dive into your “corporate YouTube”, your video content management system.
YouTube is a video sharing website that allows users to upload, view, and share videos. Wholly owned by Google, YouTube is the most popular video-sharing site online. More than 1 billion users visit YouTube each month, watching more than 6 billion hours of video.
Users manage video on YouTube through a system of sub accounts called “channels”. Anyone logged into Google can create YouTube channels as part of their YouTube account. As a best practice, it’s wise to set up a YouTube channel using a generic, corporate-managed email address and password.
Once your channel is created, YouTube allows you to brand it with customizable colors and space for your logo and links to your website and other social accounts.
YouTube channels are public by default, and always indexed by Google for search. You can opt to have YouTube not show your channel, but if someone searches for the username YouTube will return the channel’s thumbnail image and some basic information in its search results.
However, while the channel itself will be public to one degree or another, the videos your business uploads to your YouTube channel do not have to be. While all videos are set by default to be shared publicly, each video can be individually set to either “private” (which can only be viewed by people you invite via email) or “unlisted” (which are public but unsearchable, meaning someone can only view them if they have the direct link).
Three reasons: YouTube is easy, shareable, and big.
First, YouTube is a well-known site most people are already familiar with and use regularly. It works well on almost every web-connected device and accepts most types of video. And it’s free. If you’re just looking to host and share video, it has a near-zero barrier to entry.
Second, YouTube is a Google property, which means the public videos it hosts are optimized to be found. For businesses hoping to share ideas with a wider public that might be searching for relevant topics, hosting video on YouTube is a proven way to get found in search.
Third: 1,000,000,000 monthly viewers. That’s a billion with a “B” or roughly 1 in every 7 people alive. Access to an audience the size of YouTube’s is a big plus for many business use cases. If your next ad, next report, next demo, or next anything else finds the right audience on YouTube, your business could wind up the next viral sensation. Just look what YouTube did for Dollar Shave Club, Old Spice, or the good folks at Blendtec, the masterminds behind the “Will it blend?” series.
Not all enterprise video is right for YouTube. It’s one thing when your latest ad goes viral – it’s quite another when it’s your internal financial forecasts. A quick YouTube search finds returns, as of this writing, more than 442,000 videos for the search “Internal Meeting” – one hopes nothing too confidential has been inadvertently shared there.
Much of the value video is bringing to the enterprise today is in improving internal communications, presentations, and meetings. Video can give your team better insight into competitive strategy, executive policy, product development priority and more – but while those improvements are good reason to enable video at your organization, they’re also good reason to want to lock down that sensitive information so others outside your company can’t find it.
YouTube’s privacy settings help to minimize the risk of inadvertently sharing company secrets, but for many organizations the risk of using any outside hosting system like YouTube is just too great.
Along with privacy and security concerns, other businesses may choose not to upload video to YouTube because YouTube may be simply too disconnected from the rest of their business systems. Corporate VCMSs can generally integrate with existing content management systems and employee directories – making them a little easier to use for hosting video, especially if it’s content for internal viewers anyway.
Download our new white paper, “A YouTube Channel vs. the Corporate YouTube: A guide to designing a policy to help your business choose the right place for your videos” today.