Besides being the second largest search engine in the world with over 800 million unique users each month, YouTube can be a very powerful marketing tool for businesses that are not in the music or entertainment industries when used properly. Here are some of the main benefits of using YouTube:Power of Video-Content on Brand and Consumer’s EngagementVideos are the best means for increasing brand awareness and shape your brand’s personality online. It helps the audience connect with the brand in a more emotional way than text-based content or a direct sales pitch. Truth is, there are a lot of people that would rather watch a video than read text. Research indicates that website with video have a 25% lower bounce rate and a higher average visit duration. Thus, having a video on your site will have a positive impact on the level of engagement which as a result can eventually turn in a higher conversion rate. Embedding a YouTube video into the site will not only add credibility and help the company standing out from competitors but also increase the number of video views on your YouTube channel considering that one of the ranking factors on YouTube is based on the number of views a video receives.Demonstrate expertise and help solving customer’s problemsWith today’s consumers increasingly becoming information and research experts, a presence on the YouTube channel can help your business demonstrate expertise and show your products in action. “How-to” tutorials are one of the most popular and engaging video category on YouTube and a very effective way to help answering customer’s questions about your products or services. As with other social media networks, it is possible to engage with the YouTube community by leaving comments and interacting with the audience.SEO benefits to increase traffic to your siteA well-optimised YouTube video is likely to appear on Google’s search results in addition to the YouTube channel. The benefits of having your video listed on organic search results is huge as it stands out from the other text links. By adding your website URL on the description below the video, you increase your chances of driving the user to your site. As with SEO for websites, keywords use is key to a good Youtube SEO strategy although the engagement factors such as the video views also play an important role.The bottom line is that YouTube can help you reach out a broader audience, build your brand, stand out from competitors and drive more traffic to your site, there’s no reason not to use YouTube for business today.