YouTube executive says SMEs need to connect with consumers through video

Businesses should attempt to publish as much media content online in order to take advantage of growing consumer demand and innovative advertising structures, an industry expert has said.

In an interview with SmartCompany, David King, product manager at YouTube, says businesses shouldn’t be afraid of adopting new methods of publishing content online and instead embrace them as tools to increase popularity within viral networks.

“There are a lot of smaller to medium sized businesses which have really operated with a focus of specifically gearing themselves towards publishing on YouTube, and they really make a go of it – and we give them a global audience to do so.”

King says the growth of “viral” social networks allows videos to spread over the internet within hours of content being uploaded. Additionally, he says this is opening up businesses to different advertising models.

“These advertising structures are really geared towards taking control of what users upload. It’s only relevant if you’re uploading content, but if you are a small business and are doing that, this could be relevant for you.”

King refers to the YouTube content ID system, which he designed. The system works by scanning each video uploaded on the site for copyrighted material.

While King says businesses have the option to remove or block any video which contains their copyrighted material, most are choosing to monetise these videos by placing advertisements on those pages.

“Instead of taking these videos down, these businesses shocked us by recognising these videos had an opportunity. These partners who are using this content ID system are accepting users’ copies on top of their own published videos, and are essentially increasing their views. This can tap into the way YouTube works as an online, viral community.”

He points to a popular video in the US of a wedding party dancing to a song by R&B star Chris Brown. Sony Music, which represents Brown, noticed the video’s surging popularity and decided to place a link to the song’s iTunes page – lifting the song to third on the charts.

As of today, the video has over 33 million views.

King says SMEs can increase advertising viewership if they search out for these materials, but they will only be relevant if businesses create new and interesting material to be posted on media portals.

“As these things become more common place, consumers love them, but unfortunately businesses which have been relying on older business models do not. I really think they need to get over that a little bit. Ultimately the consumer is right, and they are going to spend their time the way they spend it.”

“Businesses need to really stay focused on that consumer experience and not get hung up on the comfort of the way things used to be. The more businesses can try and anticipate where things can go as opposed to stopping it, I think that’s the best place to be for them.”