The Danger of Overreliance on 1 Online Platform

I have written before about the stunning effectiveness of YouTube and Facebook advertising, provided it is done correctly.

There is a tremendous danger, however, in putting all your eggs in one basket.

Recently I met a young woman whose entire business-surprisingly successful-was based on the popularity of her Facebook page and Facebook advertising.

When she fell foul, however, of Facebook’s advertising policies she was prevented from advertising and her page was effectively shut down. This ended her business and she came to me for advice.

The difficulty is that Facebook or YouTube are private platforms owned by limited companies-Facebook and Google-and do not have any public service obligations, for example those that RTE must adhere to.

So, when Facebook close your account because you have breached their advertising policies, and you have unsuccessfully appealed their decision, it is difficult to see anywhere else you might profitably pursue the matter.

Yes, perhaps you can complain to the Competition and Consumer Protection Commission or go to the Courts seeking some type of order or relief on anti competition grounds. But pitting the resources of a small business against the resources of Google and Facebook is a battle that is only for the extremely brave or foolhardy.

The takeaway is that these platforms make the rules and if you want to play you need to keep a weather eye on their policies and procedures, which do change frequently, to ensure you are not shooting yourself in the foot and destroying your business.

And you also need to ensure that you do not develop an unhealthy overreliance on one platform.

YouTube Advertising-Are You Using This Stunningly Cost Effective Digital Marketing Channel?

If you are not using YouTube advertising for your business you are missing a great opportunity.

It is incredibly cost effective and I am getting video views for all my campaigns at 1 cent per view and, for some, much less than that.

YouTube advertising cost of less than .005 cent per view (Click image to enlarge)

For example my “Residential Property” campaign has delivered 1,491 views over the last 7 days at a cost of Euros 7.38.

This is stunning because the cost per video view is 0.00494969818; yes, less than .5 of a cent.

And a video view on YouTube is only counted when a viewer has watched in excess of 30 seconds of your video. If someone watches for 25, 28, 29 seconds and clicks away I am not charged a cent.

Not one cent.

Imagine being able to communicate by word, voice, body language, gesture, facial expression with 1,491 people-how much is that worth?

Imagine getting 1,491 people into a hotel in Dublin or Cork or Galway or Limerick or a provincial town and giving them useful information which would position you as an expert in your area of business. Would that be worth less than 10 euros?

Currently YouTube is wide open for any Irish business to exploit and put to stunningly effective use for the benefit of the business. From what I see there are very few Irish businesses wading in, though, and picking the low hanging fruit.

Even less are availing of the advertising opportunity on YouTube.

This is a huge mistake, one that I find puzzling and inexplicable.

Meanwhile, though, I am delighted to ‘fill my boots’ and grow my subscriber base, leads, clients, and solicitor’s practice on YouTube.

(You can take a look at my YouTube channel here.)