Is YouTube an appropriate platform for B2B video marketing?

YouTube may be great for engagement, eyeballs and the obligatory egregious cat video. But is it appropriate for businesses? Nideo CEO Roy Kimani states his case to MarketingTech

Type ‘YouTube for business’ into any search engine and you get a litany of links to blog posts showing a dazzling array of tips on how to improve your video.

But what these articles tend not to address is the bread and butter side of B2B video: the HR training guides for new employees; the CEO assessing the landscape after the company’s quarterly results.

YouTube, of course, offers unlisted video functionality with privacy in mind – yet its consumer-heavy image continues to precede it.

Enter Nideo. Describing itself as “strictly for business”, the nascent platform was formed by CEO Roy Kimani and COO James Hakesley while they were both in the TV production biz, finding that businesses were reluctant to move to the YouTubes and Vimeos.

Kimani explains in a call to MarketingTech: “We thought there should be a business environment where the audience can be professional and more targeted, allowing the companies who are investing in this video to get decent return, and not unrelated viewerships.”

The company has stats to back this assertion up: a recent poll conducted by serial UK surveyors YouGov found that nearly nine in 10 (89%) YouTube users didn’t see the site as appropriate for business videos.

And according to Kimani, interest in Nideo has ranged from production companies, to sales managers, to HR and training.

“The type of content they create is not to be publicly viewed,” Kimani notes, “however we have the infrastructure to support those sorts of videos.

“For example, [with] a company we spoke to, a bespoke video page for one of their clients will be distributed internally, and that’s something we are able to offer. It’s quite a mixture, which is interesting for us.”

The image is one of management executives going from meeting to meeting, presenting these corporate-only videos on the platform. Increasingly though, in a bring your own device (BYOD) world, these videos are just as likely to be displayed on tablet or smartphone.

Kimani admits that a mobile strategy is in the pipeline. “It’s in our short term goals,” he notes. “Currently the majority of our users are desktop users, but mobile is close behind, so we need to understand that, and actually have some realistic figures that will be able to shape our future release of the app and how it should function.”

Social integration has never been more important either, regardless of who you are. Kimani says that Nideo is looking at LinkedIn content integration, which is a wise choice on paper, given the overlaps between the audience base. Given LinkedIn’s continued shift towards more consumer tools – announcing today that users can comment, ‘like’, or mention other people in the comments sections of Influencer posts, for instance – this may start to change.

For now, however, it’s simply about getting the message out to companies about how vital video is in a content marketing strategy.

“It’s really just the amount of information you can be able to communicate through a video,” Kimani notes. “Sites nowadays encourage you to reduce the amount of text on them in favour of video.

“In 12 months’ time, we want people to understand the importance of video, and consider the type of videos they’re putting up.

“Take action, make a video – a good one – and put it in the right place so you can get better return on investment.”

Earlier this month MarketingTech published five alternative video marketing strategies from an SEO perspective titled ‘5 ideas to kick off your YouTube strategy’. But what do you think? Is YouTube the best place to put your video?

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