Many brands don’t include their YouTube videos on their own websites, yet the ability to embed YouTube videos has been around for almost a decade. In August 2005, the Official YouTube Blog confirmed that, “You can now embed the YouTube video player into your own webpage! That way people can view the video on your website without even coming to YouTube!”
So what gives? Are marketers miserably failing to seize the opportunities, merely trying to avoid the pitfalls, and or just attempting to get back home by six o’clock? Well, let’s review the critical data and examine the latest trends before we start delivering strategic insights or tactical advice.
Embedding a YouTube Video Couldn't Be Easier: Here's How
In case you don’t already know, here’s how to embed a YouTube video:
- Click the Share link under the video.
- Click the Embed link.
- Copy the code provided in the expanded box.
- Paste the code into your blog or website.
And if you click on the Show More link underneath the embed code, YouTube offers four size choices – plus a custom size option – when you grab a video’s embed code. You can also choose the following features for your embedded player:
- Show (or don’t show) suggested videos when the video finishes.
- Show (or don’t show) player controls.
- Show (or don’t show) video title and player actions.
- Enable privacy-enhanced mode.
When these features were announced on in March 2010, YouTube celebrated on its official blog that:
A video’s life on YouTube is just the beginning; embedding gives it a life off of the site. Just look at your favorite blogger and they’re likely to be embedding YouTube content in their posts. In fact, almost every popular video on the site is first made famous by embeds on the Web. That number can be as high as 50% of views in the first 48 hours, kicking off a great cycle.
Why Aren't More Brands Embedding YouTube Videos on Pages?
If embedding YouTube videos has been around for 10 years, and the option to not show suggested videos when a video finishes has been around for 5 years, and it isn’t that hard to embed YouTube players in a web page, then why aren’t more organizations doing it?
Well, the people in charge of the website are often in a different organizational silo than the people in charge of the YouTube channel. So, the people in charge of the website are rarely asked questions like:
- How did your audience discover your videos?
- How long is your audience watching your content?
- Is your audience endorsing or sharing your content?
Occasionally, they will look at their web analytics if somebody asks a question like: Did our YouTube videos drive traffic to our site? But where should they look to find an answer?
If you look at “The Customer Journey to Online Purchase,” which is one of the most popular tools on Think with Google, you will see eight digital marketing channels influence a typical buyer before the sale. They include: display click, social, generic paid search, organic search, referral, email, brand paid search, and direct. Where’s video? That’s why, more often than not, the people in charge of an organization’s website have never read the ReelSEO story entitled, “Rokenbok Toy Company Using YouTube To Transform Into Online Business,” or watched the Rokenbok Toys Case Study, which shows how 50% of the small company’s online sales come from YouTube.
So, how do you help the people in charge of your organization’s website understand the benefits of embedding YouTube videos? You need to focus on the metrics that your organization uses to assess content marketing success. If you are a B2C marketer, then they are website traffic, higher conversion rates, and sales. If you are a B2B marketer, then they are website traffic, higher conversion rates, and sales lead quality.
Are there ways to connect these dots? Yes, there are. But that’s another column for another day. In fact, if you have examples of organizations (including your own) that have embedded YouTube videos on their websites and generated measurable results, then let me know in the comments area below.