Dieter Rappold is a serial entrepreneur and angel investor that has 20 years of experience in the digital marketing industry. He works with founders and startups and is on a mission to help them build world-class companies. Dieter is also the CEO of tubics, a leading YouTube SEO software.
Right after Google, YouTube is the second largest search engine on the internet outperforming platforms such as Yahoo, Bing and Ask.com.
With more than three billion searches per month, the leading video-sharing site is one of the key platforms that businesses are turning to for brand or product exposure to a large audience, boosting awareness and generating quality traffic.
It explains why around 3.7 million new videos are uploaded to the medium every day.
But how can businesses ensure their videos don’t get lost in this huge and fast-growing platform?
We reached out to tubics CEO, Dieter Rappold, to discuss the video as today’s most powerful form of digital communication.
Dieter talks about how businesses can leverage tubics to optimize their video marketing strategies and covers the biggest video marketing trends we can expect in the next five years.
Spotlight: Wyzowl research suggests that 86% of marketers leverage video as a marketing tool highlighting its effectiveness. Why is video marketing the most powerful form of digital communication and why should businesses rely on video strategies to generate the desired results?
Dieter Rappold: The simple answer is, that video has the biggest impact on remembering a brand or a product and it is the best way to deliver complex information in the most effective way. The other important fact is the smartphone, which is the Swiss army knife of our time — we use it 130+ times a day statistically. And most often, we use it to solve relevant problems for us, and this is very often achieved with the accessibility of the right video content via the smartphone.
What are the best video content types small businesses should leverage to drive growth and what can they do to increase viewership and qualified leads?
Most people forget one important truth: the bait has to taste the fish, not the fisherman. Meaning, nobody will search for a brand, even less so for a small brand. Generic search requests dominate the web — so small businesses should build content authority in their field of business and be smart about what their target audiences search for frequently and then build content that answers these questions.
tubics.com helps customers to do just that. Educate yourself about the intent of your audience and then develop resonating content for that. And what could qualify viewership better than intent? I mean people were searching for it, right? And with our Startup plan, we make that very accessible for small businesses, too.
Please tell us about tubics. How does the tool help companies and how can they leverage it to optimize their video marketing strategies?
tubics.com is the leading SaaS platform to make video work for business. We cover the whole video marketing value chain from ideation to video briefings, video SEO and analytics and reporting.
Up to now, video strategies of companies were often based on experience and gut feeling. But in a world where video content is abundant, we should not only rely on that but have the best data-driven foundation for our video content. YouTube is the world's largest database on organic viewing behavior and we built our recommendation engine based on that insight.
What makes tubics the tool of choice for Samsung, Siemens and Amazon Prime Video?
The mentioned companies are known for data-driven approaches to [mastering] their industries and tubics.com is the platform of choice when it comes to data-driven video marketing. Even though their video marketing strategies were already differentiated and state-of-the-art, we learned that with our technology, we could help them to achieve millions of additional views and astounding increases in watch time.
Although these companies are known for high media budgets, the question is always what will drive my consideration and my retention and those two are rarely driven by ads, but rather by useful content.
Can you share the most significant project you’ve worked on so far and the results you achieved?
I am a huge fan of our work for Amazon Prime, where we excelled across all categories and achieved outstanding growth in organic views, cumulative watch time, search engine positions and many more.
Showing the power of tubics.com in projects with such dominating global brands is always a very special experience and the best confirmation for our path.
tubics organizes the annual YouTube Marketing Conference. What can we expect from the upcoming conference in 2023?
Actually, it is even bi-annual and our next event launches on March 28th, 2023. We are already in the middle of prep work.
We are planning to host a special Masterclass event connected to the conference, where attendees can deep dive into the actual strategic work of a state-of-the-art YouTube channel strategy together with certified consultants.
Another topic will be how generative AI will transform our idea of video marketing.
Last but not least, we will double down on video marketing in a B2B context, since there are huge potentials to be lifted. We would be happy to invite three of your readers to our conference for free, based on first come, first served.
Lastly, what would you say are the video marketing trends we should watch out for in the next 5 years?
Well, five years is far away down the road and who would make predictions about even two years from now ;-) Joking aside, I think that we will have integrated AI and a data-driven approach into our video marketing strategies.
And just as it happened with Figma for Web Design, I believe that video marketing will become a highly collaborative and transparent process, where the CMO, the SEO department, digital marketing, the advertising agency and the production company will collaborate in one interface to produce the most resonating and convincing video content to serve their audiences in the best possible way.
Thank you for your time, Dieter Rappold. Best of luck to you and tubics!