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Don't overlook the second largest search engine anymore

By Alexander Gould
Jan. 24, 2014 at 1:47 a.m.

We all know Google is the largest search engine, but do you know which is the second largest search engine? Is it Yahoo or Bing? Could it possibly be Facebook? It's none of the three. The answer is YouTube.

YouTube processes 3 billion searches a month. Unfortunately, many businesses will never show in a search done on that second-largest search engine because they haven't made video content a part of their digital marketing. (I'd note here that YouTube videos also display in Google search results.)

Why, you might ask, would your YouTube video show up on YouTube results AND Google results? Google owns YouTube, of course! The search giant purchased YouTube in 2006 for $1.65 billion.

Video content should be a pillar of your digital marketing strategy because it is only second to face-to-face interaction as a tool to humanize your brand. When people are searching YouTube, they are actively trying to learn more about products and services. It is extremely easy to share YouTube videos via social networks, or embed on websites or blogs.

Why do you continue to put your brand in the same place as all of your competition? Are your competitors using Facebook and Twitter? The answer is most likely yes. Do they have a YouTube channel? Fortunately for you, the answer is often no. Use this opening as an opportunity to reach a customer base your competitors are not reaching. To have a customer fall in love with your product or service, you need to be discoverable.

Customers often ask me, "How do I reach millennials with my advertising?"

Whether it be utilizing pre-roll ads on YouTube or placing videos on your YouTube channel using the second-largest search engine is one - if not the strongest - way to reach this demographic. YouTube reaches more U.S. adults between 18 and 34 than any cable network. TV for this age group happens online, not on their televisions.

Consider that YouTube is bigger than Bing, Yahoo, Ask and AOL combined. Are you utilizing YouTube to the best of your ability to grow your business?

Alexander Gould is the digital sales director for <a href="" target="_blank">Advocate Digital Media</a>, a sister company to the Longview News-Journal. He welcomes questions, comments and column ideas at



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