According to YouTube's website they have over 1 billion users worldwide. That accounts for almost 1/3 of all people on the internet. Over 1 billion people picking what videos and content they want to consume.
While the statistic above might just seem like more people are watching YouTube videos, it goes deeper than that. Why are people watching more online videos? It has to do with content and not just videos. People may go into YouTube and watch one video but they are not. People are watching multiple videos and most the time multiple videos by the same person (or channel). For evidence of this just look at the top YouTube channels:
The top YouTube channel has over 50 million subscribers. I don't want to make this article about YouTube. I want to look into why so many people are watching YouTube, what makes so many people consume content from a particular YouTube channel and what it means for lead nurturing.
Why are so many people watching more YouTube?
This answer is pretty simple. People know what to expect and it is easy to consume. They know if they go to YouTube they will see a video. People are in a hurry today more than ever, so it is much easier to watch a video than to read an article.
~ Psychology Today
What makes so many people consume content from a particular YouTube channel?
Below is a clip from 2016 YouTuber of the year, Casey Neistat. He is talking about camera equipment and explains that the $5,000 camera is sometimes not as good as the camera on your cell phone. Why? Because whatever piece of equipment helps tell the story the best is the best one to use. The story is king. This goes to content too.
What does all this mean for lead nurturing?
When lead nurturing every marketer wants to imagine a funnel. A lead comes in at the top and go down step by step to the bottom where they are sold. In some circles this happens. Leads follow a pattern of content they are given which leads them to being sold. But for most marketers it is not that easy. In 2014 I attended the Marketo Summit in San Francisco (If you are a Marketo user I highly recommend it) and sat in a session about lead nurturing. The presenter (I forget his name if I find it I'll update this) showed a nice neat funnel on the screen and said "This is the perfect funnel." He then changed the slide to display what could best be described as how a 2 year old would draw of a funnel and he said "Here is the real funnel." It was a picture of a funnel and instead of the line going straight down it goes in all directions and in no order. That stuck with me because of how true it was and still is. In today's lead nurturing world prospects need content whenever and however they want to consume it and marketers need to tell a story. The "on demand" content is what will attract the prospects and provide authenticity to the company. Good content will prove that the company has knowledge about what service/product they are selling. The story will keep the customer coming back. Telling a story with your content will create a relationship with the customer making them feel closer and more comfortable with the company and what they are selling.