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Marketing your brand through YouTube is one of the most powerful media for marketing on the Internet, but what is the true value? Is it traffic? Rankings? Brand reputation?

The truth is, most of the benefit you get from marketing your videos through YouTube is with brand management, not traffic or rankings.

The Truth About YouTube Traffic

In the FAQ section of this lengthy blog post, the author gives an example of a YouTube video marketer who showed over 400,000 views on their YouTube videos in December 2012 but received only 19 referrals to their website as a result of those videos.

If that doesn’t shock you, it should.

The amount of traffic you can expect from your YouTube videos is relatively low. Why? Because people don’t go to YouTube to find videos that promote websites. They go there to find a video to watch for entertainment or informational purposes.

YouTube And Search Rankings

If you upload videos to YouTube hoping to increase your website’s search engine rankings, you’ll be disappointed. You could see a rise in your brand’s search rankings, but it will likely be your YouTube channel – especially if you upload a lot of videos and if you share them on your social media accounts or embed them on your website.

Video embeds from YouTube help YouTube’s rankings, not the site on which videos are embedded.

This isn’t necessarily a bad thing. If you want more rankings for your brand name, YouTube could be a place for you to make that happen. Just know that you’ll be ranking your YouTube channel, not your website.

YouTube And Branding

Your best bet for using YouTube for marketing purposes is to upload videos that have a strong branding message to them. Try to make your videos informative and entertaining. If you can do both and still get your brand in front of your audience, then you’ll be golden. That’s what YouTube is all about.

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