4 simple steps to enhance your youtube strategy right away.
60 seconds of video is worth 1.8 million words
YouTube — Big ol Mamma
In 2006, a bunch of Paypal employees came up with a video-sharing website where users could upload, share and view video content, called YouTube. YouTube built the initial audience, and the more content it had, the more that audience grew.
Ten years on, it seems like a great deal has happened. Everybody associates the idea of video with YouTube, and for the last 10 years, it has consolidated itself as the primary host for visual and audial content. Almost 5 billion videos are watched on Youtube every single day and it is the second most used search engine.
And its not like marketers have not exploited the YouTube audience.
FOMO tip : Over 48% of marketers plan to add YouTube to their content strategy in the next year and 52% of marketing professionals worldwide name video as the type of content with the best ROI.
Looking at these stats I believe you know, because everybody is doing so, it is very important to include YouTube videos in your online marketing campaign.
But it is also very important to note that a person going on Youtube has no intention to make a purchase. Therefore your marketing strategy should be to either direct a viewer to your YouTube Channel or your landing page, explain your product via video and convince the viewer of your credibility.
What can my YouTube Video Strategy be?
The sole purpose of advertising on YouTube is to increase the number of subscriptions on your YouTube page, generate brand awareness which will thereby generate leads and increase the sales. You’ll find people looking at Youtube tutorials, reviews, teaser videos etc. Hence, YouTube caters to a large audience. So where must I begin?
1. Brand Placement with the help of Youtube Celebrities —
YouTube stars boast some pretty impressive numbers on video views as well as subscriptions. 70% of teenage users say that they relate to YouTube stars more than traditional celebrities, hence using them for brand promotion and placement can be very helpful. Companies tend to align with stars who follow similar ideologies.
Audible — Amazon’s audio book arm — launched an influencer campaign involving some of YouTube’s biggest names, like PewDiePie, Roman Atwood and Grace Helbig.
Outcome: In no time, Audible’s marketing campaign garnered over 83 million video views. The series featuring YouTube megastar PewDiePie — attracted almost 20 million video views alone, a usual affair for him, but huge for Audible.
2. Brand Growth —
Keller Williams Realty, Inc. is one of the largest real estate companies in the U.S. The Keller Williams YouTube channel is devoted, not to selling houses, but to attracting workforce for its 700 offices. The channel has interviews and testimonials of top-notch executives and agents to understand their company prospects. You can see the monthly financials and also get success tips from the pros.
3. Encompass customer trust and Engage a Community —
Engaging a community is a sustainable marketing strategy for which you need to Build an engaged YouTube Community. Creating good content and regular updates with a consistent theme appeal to viewers.
Nike’s large reach has enabled its videos to generate millions of views, but as Kerri Hoyt-Pack, VP of Nike Women’s brand marketing globally, said: “We’re past the days of impressions and reach. For us it’s about connection, and the quality of connection. It’s about how the conversation is shaped. So, for us, the true measure is that response, and how this unites a community of athletes in a deeper and better way around the world.”
- The advent of 360⁰ video on YouTube presents a plethora of possibilities for publishers
4. YouTube advertisements — In-stream, In-search and In-display.
Do not underestimate the power of advertisements online.
a) Instream ads help capture the attention of your prospect in the first 5 seconds, after 5 seconds users have the choice to continue watching the ad or click the “Skip Ad” button and continue watching the latest Grumpy Cat Video. These ads are a great way to get mass visibility and are charged on a cost per view basis. The amount you’re gonna pay per view depends heavily on how in-depth you wanna target your audience. The Ad is free unless you reach 30 seconds or is played in full. These ads provide cheap exposure to target a prospect who is interested in relevant content.
TIP : Craft your script to grab the user’s attention in the first 5 seconds because after 5 seconds a viewer can skip the ad.
Example : Company called Wishpond uses In-stream YouTube ads to promote a free ebook — 7 advanced tricks to optimise landing page conversion. They were able to disrupt the viewer’s attention and force them to focus on the message about their free ebook.
b) In-display ads appear on the side of the content you’re watching on YouTube. “Recommended” content, catch attention of the user. YouTube now blends the ad with the other organic listings
Bluehost a web hosting company uses in-display ads to promote wordpress beginners guide content. An ad click takes the viewer over to the Bluehost youtube channel page to educate them on how to use Wordpress along with other tutorials. They target users who are viewing similar content videos. They also cover a 7 step video on the foundational questions when starting off with a Wordpress page and in the process they discuss how easy it is to use their service.
Although these ads do not have direct link to the company landing page but they are designed to keep the user in the YouTube ecosystem. They follow more of a natural flow by keeping the user on YouTube and showing the thumbnail to appear more as native content These ads are built to increase subscribers or views on your YouTube channel.
TIP : Build calls to action on your video content, as your landing page is not achieved directly by the add this will help move users from your youtube channel to website landing page. You can also include links in video descriptions to your landing page. Images with bright coloured borders, meme styled text will catch more attention.
c) Insearch ads appear in response to a search search query typed in the youtube search box. These ads are placed above your organic listings and contain a little yellow ad box.
Babbel — produce videos with short Spanish lesson, resort to in-search ads Babbel’s Ad videos appear when you type learn Spanish in your YouTube search box. Interactive lessons with clickable buttons are present to help the user learn better. When the lesson reaches the end, there are 2 new clickable buttons for the user to visit their main site or leave.
TIP : Your landing page should have the same look and feel as the video content on YouTube.
Youtube videos should be
- Unique — Illustrate with a story.
- Comprehensive — Complete Product Details .
- Regular — Create quality videos consistently.
- Relevant — Identify the audience for your product
Due to its size, there’s a lot of competition amongst videos on YouTube all fighting to be seen. With over a billion users to engage, YouTube can be quite a noisy platform. Marketers have completely ruined it. Because of that, it’s much harder to break through the noise which makes hosting your content on Youtube less valuable.
Additionally, it doesn’t show any capabilities like other growing video platforms, and so far, there’s no signs of catching up.
“So, what exactly are those capabilities other platforms have?” you might ask.
Well, here’s the most important one: DATA. Data data data. And the leader in that domain — Facebook. But a quick glance at history tells me that we are only at the very beginning of this revolution.
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