Twitter Facebook LinkedIn Flipboard 1 If you engage in blogging, visualisations, or content creation in general, you must by now have seen innumerable examples of the benefits of corporate video. The digital space teems with studies and reports pointing to ever-growing video consumption in the digital space and the corresponding need for businesses to embrace this type of content production. But while the fact video is turning into a staple content type for companies is undisputed, what remains less clear – for businesses, anyway – is which platform corporate videos should be hosted on. There are two prominent options here: YouTube (as you must have guessed!) on one hand, and bespoke branded TV channels now offered by a rising number of online video platforms, on the other. But which type of platform should B2B companies, traditionally focused on conversion, go for? YouTube: The Broadcast Platform As its slogan used to say, YouTube is about “broadcasting yourself”. While the original tag-line does not exist any longer, YouTube remains essentially a broadcasting tool, which from a business perspective can be hugely beneficial for achieving and raising brand awareness. Think about it – with 2 billion views a day and hogging 10% of all internet traffic, it is just perfect for your visibility. But that doesn’t mean it is good for your website’s SEO! Users are unlikely to leave the platform to go to your website so all the visits your YouTube channel may get would drive traffic not to your web inventory but to YouTube itself, helping it remain one of the top websites in the digital space – number three, according to Alexa! Do you want to broadcast to your audience or learn more about them and engage? From a conversion perspective, YouTube is very much a top-of-the-funnel platform with the only measurable metrics being views, likes and comments so if you’re looking for conversion opportunities, this is not the platform for you! Branded TV: The Conversion Platform It may not have the visibility of YouTube but a white label video platform gives you complete control over your content without you having to surrender it to a third-party intermediary. It is effectively your own video platform, which you can brand and customise as you see fit. And because it is hosted on your website, you will get all the SEO and conversion benefits you can get from the videos you upload. And these are more than compelling: – Videos are 53 times more likely than text pages to appear on page one of search results. – Companies using video experience a 36% annual sales increase. – Video-centric businesses see a 45% increase in web traffic and time spent on site. – Video viewers stay twice as long on a website if it features video. – There’s an average sales uplift of 30% across categories where product video supports the sale. What is more, branded video content stands closer to inbound marketing, “pull”, techniques in contrast with the “broadcasting” nature of YouTube. It eases conversion, allowing you to apply closed-loop analytics, capture visitors’ details and thus get valuable insight into each lead’s behaviour. This, in turn, will help you better identify future engagement opportunities and craft a bespoke, personalised user experience. So whichever platform you choose to use would depend on your marketing needs. If you are simply looking for raising brand awareness, a YouTube channel will suffice. But if you want higher conversion rates, deeper analytics and user intelligence that would help you provide better, personalised user experiences, branded TV is your best bet. What do you think – YouTube of Branded TV? Let us know in the comments. Image credit: codenamecueball, Flickr/Creative Commons Twitter Tweet Facebook Share Email This article originally appeared on Brightfire Blog and has been republished with permission.Find out how to syndicate your content with B2C Join our Telegram channel to stay up to date on breaking news coverage Author: Connor Brooke Connor is a Scottish financial expert, specialising in wealth management and equity investing. Based in Glasgow, Connor writes full-time for a wide selection of financial websites, whilst also providing startup consulting to small businesses. Holding a Bachelor’s degree in Finance, and a Master’s degree in Investment Fund Management, Connor has … View full profile ›More by this author:ACH Crypto Price Prediction 2022 – Is it a Buy?Lucky Block Partners with Dillian Whyte ahead of Heavyweight Showdown with Tyson FuryNFT Pixel Art – The Best NFT Collections for 2022