Joe Meloni

A report from eMarketer found that YouTube use by businesses is on the rise, with video marketing becoming a valuable engagement and awareness strategy. According to the study, 36 percent of businesses currently include YouTube within their content marketing campaigns, creating and sharing custom videos to highlight their brands.

YouTube has seen substantial growth as a marketing tool in recent years. In 2010, eMarketer pegged YouTube adoption as part of web marketing at 22 percent and this rose to 29 percent in 2011. Moreover, eMarketer believes adoption will continue its ascent, rising to 43 percent by the end of 2014.

Video’s value for marketers, especially on YouTube, comes from both the engaging element of the medium and the massive audience available on YouTube. Brafton recently highlighted a report from AYTM Market Research that found 95 percent of consumers first turn to YouTube when looking for video content.

Moreover, people use YouTube to watch content typically paired with pre-roll ads, which marketers can use to drive traffic to their sites. Brafton recently reported that Americans viewed 11 billion video ads on the web in June.