With usage rates close to Facebook, YouTube is one of the most popular and powerful platforms on the planet. Yes, there's still plenty of kitten videos – but acquiring YouTube success can be achieved in many ways.

Here are four YouTube stats marketers should keep in mind.

1. Keywords are key

Keywords aren't just for blog posts. Over 55% of Google searches turn up video results, of which 82% comes from YouTube.

This means that adding relevant keywords when uploading your YouTube video will increase its discoverability.

As a general rule, the more specific the keyword, the better.

2. Less isn't always more

Viewing times on YouTube are actually increasing. 

Google's Q2 results revealed that the viewing time has increased by 60% since 2014. It's also worth noting there are now more mobile YouTube viewers than cable TV users in the US.

This doesn't necessarily mean you should necessarily post a video longer than Gone With the Wind, but if your content is compelling don't be afraid to showcase it.

3. Boxing Day

People love suspense, whatever the medium. If you're a brand or retailer with a physical product, consider creating an Unboxing video.

The Unboxing video is a fast-growing category where creators literally open a box to showcase a product, and film the process. 

Google says 62% of viewers watch an unboxing video before deciding to purchase a product, as it's an easy way for them to visualise and review a product. 

The other good news: Unboxing videos are relatively economical to produce. 

4. We like to watch

Unlike Facebook or Instagram, the majority of YouTube users are passive and prefer to be viewers, rather than creators or commentators.

This means you don't have to sweat if you don't attract many comments – as long as you're getting views good things are happening!