Should You Really be on YouTube?

According to a feature in the latest ABA Bank Marketing Magazine you should be. The title of the article You Should be on YouTube raises huge concerns, as it implies that all readers should have a presence on the website. While I was a bit surprised to read such a definite statement, I was more alarmed by the statement that followed:

“If you are not, your competition might beat you to it.”

Who cares if your competition beats you to it? If a YouTube video doesn’t support your marketing efforts and overall strategy, you shouldn’t waste resources developing, posting and managing content – especially for the sake of having a video online before your competition does.

Overall, the article does make good points about blogs and podcasts, but sends the wrong message in being so definitive about being on YouTube. We can all think of institutions who have no business posting videos online; and there are plenty of wildly successful institutions who aren’t on YouTube and aren't worried that their competition is – for many institutions it just doesn’t make sense.