The new face of video marketing
YouTube has changed dramatically over the last five years, and the rules of video marketing are now radically different too. In early 2006, anyone in the field was trying to create viral videos. But, Google Insights for Search shows that web search interest in the term "viral videos" peaked in March 2006 and is currently just 40 percent of what it was back then.
Today, everyone in YouTube marketing feels like they're playing Calvinball. That's the game invented by cartoonist Bill Watterson in his classic comic strip Calvin and Hobbes. As Calvin once said, "The only permanent rule in Calvinball is that you can't play it the same way twice!" Other rules can "be changed, amended, or deleted by any player(s) involved."
So, what are the new rules for YouTube marketing? Let's take a look.
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Rule 1: YouTube marketing is the new video marketing
According to Experian Hitwise, YouTube is the most popular video site in the U.S. YouTube gets more than 86 percent of visits to 77 video sites in this country. Hulu, the second most popular video site in the U.S., gets less than 4 percent of visits.
And according to Hitwise, YouTube is even more popular in Canada. YouTube gets about 90 percent of visits to 70 video sites in that country. MSN Video, the second most popular video site in Canada, gets less than 3 percent of visits.
So, YouTube marketing is the new video marketing.
You might continue to use the term "video marketing" without any penalty. But, six days out of seven, you can use the term "YouTube marketing" without any embarrassment.