As Facebook moves to a video-first outlook, heavily promoting video content, many advertisers may be tempted to leave YouTube behind. However, the Google-owned platform offers superior organic reach. According to L2’s Video report, 19% of brand video views on YouTube in Q1 were organic, compared to just 7% on Facebook – in large part driven by the platform’s core search engine.
As that suggests, brands can boost organic views by increasing visibility in YouTube search. The study recommends that brands strategically pick video titles that include popular search keywords, in addition to promoting visibility across broad categories. Automotive makers particularly stand to benefit from this approach, as car shoppers often do intense research before buying a vehicle.
Ford seems to place an especially high priority on search visibility. The brand bids heavily on the unbranded term “car reviews 2017” and even pitched an ad for its 2017 Ford Focus model on this high-volume search term. In Q1 2017, 28% of the brand’s YouTube views were generated organically, indicating that those investments paid off.