Hi, any B2B brands here that use YouTube extensively? If yes, I am keen to find out what your goals with YouTube are - lead to website, share content? And also, what are your challenges wrt the platform?

I’ve advised a few B2B teams to use YT, more than one have found success on it and got acquired a few years after leveraging on YT. I’ve since been trying to get my own B2B on YT, it’s a bit tough to attain the similar result, though I think there are more tools that are a bit more “targeted” now, that the success is still online video, but not necessarily on YT. For example, Loom.com - which allows you to know when someone has watched the video. YT is still great in many ways and I’m quite annoyed that some of my own teams moved their videos from YT to Vimeo, losing the momentum of social proof that YT provides. I would do more on YT, but I’m always open to learning. There’s a lot more option these days, so it depends on what your solution/product is, sometimes YT is not the only good option.

I agree @Alex There are a lot of options. Loom allows individuals to create videos and is more of an enablement tool IMO. YouTube is a platform for marketing…. can you recall the challenges teams had when leveraging YT? And, what more would you want to do on YT? What are your blockers?

I want them to publish more on YT (use social proof to get more viewers) - they want to publish more on Loom to know who’s viewed it and personalise it. They see me as using a “spray and pray” approach (in my mind, I’m trying to get them ready and comfortable in doing a Ted talk someday). They are too shy to want to have 150 videos in the channel with their face on YT. But they are getting results using Loom, so, business wise, it’s okay, but I also know those channels with 5-6 figure views are getting random 6-7 figure consulting work. So, all these publishing in Loom is missing out on juicy random contracts that’s floating on Youtube. What a waste. One of the guys I advice which has gained more than a billion views recently ordered new puppets so that his face never appear in his own videos. He’s always afraid of getting cancelled. Maybe someday he’ll really get cancelled.

Wow… and these people are in B2B space?

Most are directly in B2B. The only one that’s borderline is the one with billion+ views, his audience are not business owners, but his main income is from the ads, which are from companies? That said, his new area of work is coming from consulting with other channels that want to grow their audience like the way he has done, so, that’s B2B?

I suppose we could say that 🙂 what about analytics… are they satisfied with the YouTube studio when it comes to analytics?

They all care about revenues, the one with lots of views is a bit more tied to cheques from YT, the B2B ones are just happy to get leads to talk to and later find out what percentage responded that they arrived via YT. B2B folks don’t really care about views as long as there are some leads getting into the system consistently. It’s a segment that’s a bit more random-ish looking from Linkedin but it’s usually quite actionable.