YouTube still alive & kicking? Sort of…

YouTube is far from out of the game.

While short-form vertical videos are all the rage right now, YouTube is far from out of the game. As the world’s second most visited website, it continues to hold its ground with impressive stats: an average visit duration of 20 minutes and a low bounce rate of just 22%. This shows that viewers are not only engaging with content but are also willing to stick around for more.

When we look at demographics, it’s clear that TikTok and other vertical video platforms lean towards a younger, tech-savvy audience. In contrast, YouTube attracts a much broader demographic, including one in three baby boomers. This makes it a versatile platform that can cater to various audience segments.

Why YouTube Still Matters

YouTube offers numerous advantages for brands looking to establish a long-term video strategy:

1. Longevity of Content: Unlike fleeting short-form videos, YouTube allows for the creation of long-form content that can have lasting relevance.

2. Evergreen Search-Based Content: You can produce videos that remain relevant over time, driving traffic through search engines rather than relying solely on algorithms. This means your content can continue to attract viewers long after it’s posted.

3. Repurposing Opportunities: YouTube videos can easily be repurposed into smaller clips for social media, shared as IGTV, or embedded in blogs—an excellent SEO strategy that maximizes content use.

4. Scheduling Made Easy: Tools like Sendible offer a bulk import feature that allows you to import images, videos, or text, streamlining your scheduling process.

In a landscape dominated by short-form content, YouTube remains a powerful platform for brands looking to create meaningful and lasting connections with their audience. It’s clear that while the format may be changing, YouTube’s role in the video ecosystem is as vital as ever.e, but they won’t pay the bills!