When it comes to random eyeballs on a social channel, YouTube leads the pack.
What the study found, precisely, is that 82 percent of the eyeballs on YouTube are just visiting. Twenty-four percent (24%) are active users. This shouldn’t really come as a surprise, given the nature of YouTube and how many people visit the network to see one particular video or another.
YouTube is also world’s second most active search engine, behind only Momma Google.
Google, which of course owns YouTube, also likes to boast the world’s most popular video channel will also gain lots and lots of traffic over the next couple of weeks as visitors replay moments from the NCAA national college basketball tournaments.
“Clearly, many see the video-sharing site as a place that can be visited without being logged in or even registered,” GWI explains. “Similar situations are in evidence for Twitter and LinkedIn too; both are seen as rather more public platforms, with LinkedIn in fact having almost twice as many visitors as active users.”
But, wait, you say. As a dedicated content marketeer you want those visitors to engage with you, to become part of the community you want to build – a family of customers or supporters or, even, active enthusiasts. And, yes, that’s true.
But don’t scoff at visitors, either.
Once upon a time, in the early days of social media, we all accepted as a rule the 10-1 principle: only one out of 10 people who see any given social media post might actually engage in some way with that post. And we thought, at the time, that was pretty sporty; an accomplishment.
But the game has, of course, changed and today it’s all about engagement and building brand ambassadors to help you forward your messages (to those visitors who might only land eyeballs on your site). Clearly, this strategy is better in the long run.
Very often the visitor is also a valued (and valuable) set of eyeballs. How is an online effort going to grow if new people don’t first see, then recognize it, then perhaps return to it, then become engaged with it.
The casual visitor can also help spread the word with a simple like or a simple sharing of the piece (photo, video) while still perhaps not fully being engaged. This is particularly true of posts (words, pix, videos) of, say, an upcoming event or conference or some other one-off happenin’.
Visitors are important. New eyeballs on a video or a post on a social network can become very important and treasured.
But don’t overlook the visitors. Don’t count them out. Friends can become lovers.