When it comes to search engines, we all know Google is on top, with more than 75% of the search market share. More than 3.5 billion searches are performed on Google every single day.

Do you know which site comes in next as the second largest search engine in the world? If you guessed Bing, you’d be wrong (as of the publishing date of this post, it’s in the #4 spot). The second largest search engine in the world is actually YouTube (which is owned by Google… meaning they dominate the first two spots).

YouTube is the second largest search engine when you consider users, searches, and minutes spent on site.

Facts about the second largest search engine: YouTube

As a dentist or healthcare provider, you might be wondering, “Why should I care about YouTube?” We’ve compiled the facts and statistics in the infographic below:

Infographic featuring facts about the second largest search engine: YouTube

Using YouTube can increase your audience, drive traffic to your website, and help your business be found by people who are searching for your services. Therefore, including video in your online marketing strategy is a must!

Related article: Top Video Trends for Healthcare Marketing

Five benefits of including YouTube in your marketing strategy

With the staggering statistics featured in the infographic above, it’s clear that YouTube shouldn’t be ignored.

Online video marketing is a great medium for educating and delivering information to your audience. Video offers an easy way to promote your services and differentiate yourself from your competition.

Here are five benefits of marketing your medical or dental practice on YouTube:

1. It’s cost-effective.

Compared to the cost of producing a television commercial and buying the time for that commercial, promoting your practice via YouTube is virtually free of charge!

That said, considering the fact that more than 300 hours of video are uploaded to YouTube every minute, it can be tough to stand out. It’s imperative to broaden your efforts beyond just uploading your video and calling it a day. You’ll also want to optimize your videos and share them via social media, on your website, and in other marketing efforts, such as email campaigns.

2. It can help you reach a larger audience.

In addition to being the second largest search engine in the world, YouTube is a social platform, allowing your audience to like, comment, and share your content, thus giving your business more exposure and expanding your audience.

3. It could increase traffic to your website.

A properly optimized video should include a link to your website, increasing the potential that viewers will visit your website to learn more about you and your services.

4. It can ultimately help you rank higher in other search engines.

Regularly adding videos to your YouTube channel affects your SEO in a few ways, both indirectly and directly. There are linking opportunities, both from your channel but also from individual videos. Additionally, when people view, share, like, and interact with your videos, this creates positive social signals, which can influence rankings.

Additionally, featuring your YouTube videos on your website can have a huge impact on rankings, increasing the amount of time users spend on your site and improving your chances of showing up in search results. Take a look at these stats:

  • The average user spends 88% more time on a website with video. (source)
  • Adding a video to your website makes a 1st page Google result 50x more likely. (source)
  • Video on a landing page can increase conversions by 80% or more. (source)

5. It can help you develop a following.

Viewers that enjoyed your video can subscribe to your channel; once they have subscribed to your channel, they will be notified when you next upload a video or if another user comments on your videos, increasing opportunities for interaction.

Related article: Video Marketing Made Simple! [Tips + Resources]

6 YouTube features you may not know about

So considering the stats featured in the infographic above and the benefits YouTube can bring your business, we hope you’re excited to start creating and uploading your own videos!

But wait… there’s more!

Here are five YouTube features you might not know about:

1. Start video at a particular point.

Sometimes the entirety of a video it is not relevant to certain demographics in your audience. You may want to skip over some parts of the video. YouTube has a feature that allows you to dictate at which point your audience starts watching your video.

There are two ways to set up this feature:

  1. Go to the video and a specific starting point in your video. Then, right click and select “Copy video URL at current time.” Finally, send the link to your audience and when they click on it, the video will start from that point.
  2. Alternatively, go to the “Share” tab below your video and check the “Start at” box. Then put in the time you wish the video to start. Finally, share the URL with your audience.

It is a simple process, but this can make one video more interesting to a variety of people within your audience.

2. Upload longer videos.

Have you ever created an awesome video that you are really proud of, then you try to upload it to YouTube and it says the video is too long (it exceeds 15 minutes)? It can be very frustrating, especially when YouTube offers a simple way to increase the length of videos, but it is hidden.

Simply follow these steps to activate the option:

  1. Visit the upload page at www.youtube.com/my_videos_upload.
  2. Click “Increase Your Limit” at the bottom of the page, or visit https://www.youtube.com/verify.
  3. Follow the steps to verify your account with a mobile phone number.

This is currently the only way to “verify” your account, but it is a very useful option to have.

3. Customize your video thumbnail.

Avoid random images that don’t fully represent your video by uploading your own thumbnail image.

Here’s how:

  1. Click your username in the upper right corner.
  2. Click “Video Manager.”
  3. Click “Edit” for the corresponding video you’d like to change.

For more information on uploading thumbnails to new videos follow this link: https://support.google.com/youtube/answer/72431?hl=en

Note: This feature can only be activated once you’ve verified your YouTube account.

4. Add subtitles and closed captions

Subtitles and captions can help expose your content to a larger audience, including those who speak other languages or those who are deaf or hard of hearing.

To add subtitles and closed captions, visit YouTube’s instructions here: https://support.google.com/youtube/answer/2734796?hl=en

5. Create a transcript

Many people enjoy watching videos, but find it hard to take in all the valuable information at once. This option allows the user to view a transcript of the video for their reference.

To view the video transcript, simply select the tab below the video.

Here are some tips for creating a transcript: https://support.google.com/youtube/answer/2734799?hl=en#

6. Create playlists

Creating playlists with relevant keywords can give your videos more opportunities to be found on the second largest search engine! They also improve the user experience of your channel, helping viewers navigate and find more of your content.

Here’s how to create and manage your own playlists: https://support.google.com/youtube/answer/57792?co=GENIE.Platform%3DDesktop&hl=en

Start getting found on the second largest search engine today!

Video marketing is an essential aspect of a comprehensive online marketing strategy. But you don’t have to do it on your own! Roadside offers a variety of services to help you gain traffic and visibility on Google AND the second largest search engine, YouTube, including custom video creation and content marketing.

Want to learn more?

Schedule a no-strings-attached consultation with Angela to learn how Roadside can help your practice grow!

This post was originally published in 2017 and has been updated.

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