Why YouTube is a Valuable Tool for Digital PR

July 23, 2019

I’ll admit it, I watch A LOT of YouTube….Often, before I know it, I’ve spent an hour going down the YouTube rabbit hole at 11 p.m., dry-eyed and uncontrollably laughing at the comments section of the 2007 Mid-West Freestyle Canoe competition (If you don’t know Marc Ornstein, allow me to introduce him. Please, take a moment and read the comments section…it’s worth your time).


I use YouTube in all sorts of scenarios:

  • My sink is leaking and I don’t know how to fix it? YouTube!

  • I want someone else to tell me that the dog goggles I’m about to purchase my mildly adventurous hounds are a good investment? YouTube!

  • I need someone to quickly inform me how to correctly pronounce acai before I make a fool of myself in the smoothie line? YouTube!


In all seriousness, YouTube has become a valuable tool for me as a consumer. And as a digital marketer, it’s a platform I use on a regular basis for clients, as it provides a huge ROI when harnessed correctly. 


Over the past year, the team at Darby Communications has paid a considerable amount of attention to YouTube as a platform for building and implementing detailed digital PR strategies for our clients, with trackable ROI and considerable bottom line impact.


Purchasing an angling kayak is no easy decision. Old Town gets that. Anglers want to make sure they’re purchasing the highest quality watercraft for their needs. YouTube is the perfect platform for folks to compare kayak models, gather feedback from trusted YouTube channels, and get a full rundown of specs and components before making a purchase.


Through targeted product-seeding and relationship-building, we’ve worked with Old Town to strategically place boats in YouTubers' hands. In return, Old Town receives a host of content, unbiased reviews on their products, and referral traffic from consumers interested in learning more on oldtowncanoes.com.



Here are a few mind-blowing YouTube statistics on why harnessing YouTube is a must for all digital PR agencies:

  1. 1.9 billion logged-in users visit YouTube each month! That’s almost 1/3 of the Internet!

  2. YouTube is the world’s second-largest search engine (behind Google).

  3. Every day, people watch over 1 billion hours of video on YouTube. 1. Billion.

  4. 75% of adults report watching YouTube on their mobile device.

  5. 90% of 18-44-year-old American Internet users watch YouTube videos!

  6. 80% of shoppers watch a YouTube review before making a purchase.

  7. Consumers are 3x more likely to prefer watching a YouTube tutorial than reading a product’s instructions.

  8. Over 438 million hours of product reviews have been watched in the past two years.


YouTube’s digital influence is here to stay and will continue to grow for the foreseeable future. Subscribers trust their favorite YouTubers and the insights they share on products. These relationships are valuable and worth investing in for brands who stand by the quality of their products and are looking for a great way to tap into new audiences.  


So, cheers to you, YouTube, and the countless hours I’ve spent watching videos I didn’t know I needed. My dogs will love their goggles. I’m sure of it!



Share on Facebook
Share on Twitter
Please reload

Recent Posts

January 31, 2020

Please reload

Please reload

Search By Tags