Five YouTube Marketing Campaigns Your Brand Can Use

The kind of YouTube marketing campaign your brand chooses to launch will be shaped by the culture of the brand, the goals, and objectives of the campaign, and your target market. For companies that never run a marketing campaign on the video platform, YouTube marketing can help you optimize their brand awareness and reach which in turn means more sales conversions.

Five YouTube Marketing Campaigns Your Brand Can Use

But apart from the obvious pre-roll ads, we all know YouTube for, what other kinds of campaigns can your brand run?

 

  • Marketing Product Placements on YouTube. Among the most frequent and efficient kinds of video marketing campaigns is incorporating a product, service, or even a logo into a video posted on YouTube that is often not directly related to your brand. By featuring a product or service of the brand on YouTube, or even showing the brand’s logo in a favorable light, a company can easily grab the attention of thousands or even millions of YouTube viewers and potential customers. The product could be a part of the set or logo placed on the screen.

 

  • YouTube Unboxing Videos. Unboxing videos are where a YouTube user will unpack a new product and explore the features of a product or even give viewers a quick tutorial on assembling or using the new item. Unboxing-style videos on YouTube are unbelievably popular and have become a preferred marketing strategy for many brands. These have some of the highest ROI of YouTube video marketing. Brands will often send a select package of their products to a YouTube influencer who then chooses how and when to unbox.

 

  • YouTube Tutorials, Demonstrations, Guides, and How-Tos. Working with a prominent YouTube celebrity or even a micro influencer,  to create a very instructional, demonstration, how-to guide, or tutorial is among the top ways for brands to get in touch with millions of engaged viewers while at the same time providing value to his or her subscribers and even global audiences. This is a hugely popular reason for people buying YouTube subscribers.

 

  • Vlog-Style Marketing Campaigns. For top personalities on YouTube, one of the most engaging and shareable ways of sharing is when they document an experience or create a video blog talking with subscribers. For brands, tapping the attentive followers of a YouTube personality, using vlogs can help them get exposed to thousands, if not millions, of online followers. Behind your brand and marketing campaign will be the personality of the Youtuber you choose to partner with.

 

  • Creative Video Marketing Campaigns. Engaging marketing campaigns usually involve integrating creative video idea about a product or service. Creative campaigns often show a different take compared with other types of video marketing campaigns. They are most likely to garner good engagement levels on the part of the consumers (such as likes or even social shares) and have a better chance at going viral on YouTube.

 

Tapping YouTube Influencers

Based on the tips above, brands have a good reason to tap into the fanbase of an influencer on YouTube to help spread the word about their product or service.

But finding the right influencer for your campaign can be a difficult path. Here are some tips your brand can use.

 

Filter Through Channels Immediately. You can look for YouTube influencers based on their views per video as well as engagement in terms of the number of comments, likes, or shares per video. You can also look at influencers based on the countries they are in and where their majority audience is based as well as the language they speak.

 

You can also look for influencers who talk about topics that may be relevant to the product or service you are selling. Their age and the tone of their videos should also match up with your brand story.

 

Look at Real-Time Analytics. You can tap influencers but see their real-time metrics first. Check if the influencer is the right fit for your video marketing campaign. For example, how consistent are the video views of the influencer? A product or service can look at the last 20 or 30 videos of a YouTube creator, and see the average views of his or her videos.

 

You can also look at the sponsorship density of the influencer’s account. How many of his videos are sponsored? You don’t want to partner with an influencer who may dilute your brand because they share all sorts of diverse brand stories. Seeing the number of sponsored videos will give products and services an idea of whether or not the influencer is a good candidate for your campaign.

 

Select the Right Influencers. You can select the right YouTube influencers for your product or service. Studying the right influencers on YouTube can be extremely time consuming and may only provide limited insight into your product or service. This means content creators and marketers should look for important data such as demographics, popularity, or influence of the YouTube personality.

 

One of the huge mistakes marketers commit in influencer marketing is underestimating the pull that top YouTube stars have with their audience and consequently the amount of money you would be required to pay them. It is crucial to know that YouTube influencers who have millions of fans can often cost as much as traditional media celebrities.

 

The influence of YouTube celebrities is just as engaging these days, if not more relevant than traditional advertising methods because Youtube content creators can engage and directly speak with their viewers. However, for brands and campaigns that are smaller, the huge costs of YouTube stars make collaborations quite an impossibility. These companies should focus on fostering relationships with micro YouTubers as a means of building brand awareness through the video platform.

 

Micro-influencers often have a high value and return on investment than expected because they have small but very dedicated fanbases.  Partnering with a highly relevant micro-influencer on YouTube is a good way to have a good break into the video influencer marketing landscape. At the same time, tapping a YouTube influencer who is an expert in a niche means not spending the large financial investment that is often budgeted to work with the more high-profile, established influencers.

 

So What is Next for Businesses?

After you have selected the best YouTube influencers for your video marketing campaign, the product or service will need to begin the influencer outreach process and negotiate a mutually beneficial brand deal.

Following these considerations should help products and services by selecting the right YouTube influencers and marketing to promote organic conversations that will result in shortened and better sales cycles as well as lower acquisition costs.

 

Conclusion

So what do you think of the tips here? Join us in our conversation.

YouTube End Screens: Why Your Business Needs This Tool

You may have recently seen some videos on YouTube having end screens. A relatively new feature of the online video sharing platform, end screens include links to other YouTube videos and even external websites.

For some, end screens seem like a small thing. After all, for a few years, platform users used the annotations feature to put in links, and of course, you can to put in a link to sites in the video’s description.

But taken from a larger perspective especially for businesses and marketers, end screens pose several benefits compared with these older tools. When they are properly used, end screens can be a digital marketer’s best friend.

YouTube End Screens: Why Your Business Needs This Tool

Why End Screens May Be Good for Your Business

For a while now, YouTube has been experimenting with how to make videos on their platform more interactive. At first, YouTube tried annotations, a good tool if the user was using a computer. However, the tool was completely useless to those who watch videos using their mobile phones. YouTube then moved to cards. Sure, they were mobile friendly, although they were still intrusive. After all, when you watch a video on YouTube, do you actually want a link to interrupt your viewing time? Some users might be forgiving if they see cards as more of an annoying tool more than anything.

Consider end screens as the next logical step in YouTube’s experiments, and if you are basing it on the limited use of the tool, end screens seem to be an exciting one. The tool makes YouTube videos more interactive and engaging without sacrificing a clean viewing experience. It’s a great way for businesses to improve their YouTube presence and brand reinforcement.

End screens perfectly work on devices people currently use: computer, smartphone, tablet, or whatever is a hot communication item these days. End screens also give content creators greater control and flexibility over what viewers on YouTube do after they have done watching. Inserting an end screen on a YouTube video would give viewers a rather limited choice after they have finished watching, thus essentially helping them in a direction that is favorable to your product or service. For instance, if you maintain an online shop, you might want to include the link of your website or social media page. You can also link to the website page of a particular product or service featured in your video.

In short, end screens can keep your YouTube channel as well as your brand sticky. With end screens, products and services can keep the viewer engaged with them and them alone for a certain period of time. If you optimize your YouTube channel properly, this could drastically increase your conversion.

A top reason why brands and publishers should begin using end screens is primarily due to the fact that the tool is mobile-friendly, which is particularly useful for your business given that half of YouTube users now check out the platform from mobile.

End Screens are also beneficial in improving watch times across the YouTube channel of your business, thus increasing the possibility of all your videos getting more attention. Since YouTube uses and is guided by the watch time metric, it determines which content target audiences deem worth their time. The platform, using this algorithm, promotes that content in search results and video suggestions of YouTube users. If brands produce quality videos that can convince users to watch more videos with the help of compelling end screens, products and services may see higher retention and watch time. Thus, brands and publishers may want to produce at least one end screen each video that points viewers to another, relatively relevant video or content on their channels. After some time, this tactic should boost overall watch time metrics as well as more content organically promoted with the help of YouTube’s video algorithm.

Brands and publishers can use the tool to get concrete actions from YouTube users. One instance is by promoting products and services via video (which is crucial since the online video sharing platform is routinely a top go-to source for consumers who are looking for more information and reviews before buying products and services).

Promoting products and services is not the only method or manner brands and publishers can get from end screens that would result in better actions from audiences. The tool can also be utilized to encourage YouTube viewers to visit the website of a brand for more information or subscribe to a channel. It ultimately depends on individual brands and marketers to select how to create and implement their end screens as specialized call-to-actions, according to their objectives for a particular video, a bigger campaign, or a long-term marketing strategy. However, although call-to-actions are crucial for businesses, brands and publishers should likewise pay close attention to the reaction of viewers if you placed so many end screens asking them to do this or that.

Creating Your Own End Screens

It is easy to create specialized end screens for your products and services. In the platform’s video manager, you can go to the video you want to edit, and choose End Screens & Annotations. You can get a frame or clip from the video’s last 20 seconds, apply a template, or even import a new one that can serve as your background. From there, you can provide as many as four links to other videos as well as external sites, which may include online storefronts. You can tell your viewers to go and subscribe to your YouTube channel. End screens are not only a good way of boosting driving traffic to your videos, but they can also bring more customers and potential leads right to your online shop.

The best part of the tool is its drag-and-drop functionality. There is no need for any additional video editing or complicated coding skills in order for you to produce an end screen that wows viewers and will direct them to the videos or links you want. Although you may want to spend a little more time checking out the links you want to provide in the end screens and the layout itself, the actual work you need to make an end screen is relatively minimal.

Key Strategies for Successful YouTube Advertising

YouTube is the king of rich media. It’s the video God to which we are slaves, consuming 5 billion videos a day on the platform! YouTube IS video for the internet and has been since 2005. The reason it’s so popular is because people love videos and rich media. It’s also why more people buy YouTube views than ever before. If you’re not currently including video as part of your marketing strategy, you’re going to get left behind, fast!

However, most marketers are now aware of this and it’s becoming increasingly difficult to stand out from the competition. Big brands shoot ads not just for TV anymore but also, professionally produce advertisements just for YouTube alone as part of their marketing. This is why advertising spend is necessary to put your brand in front of the right audience. So, how do you go about advertising your brand on YouTube, and where do you even start? The YouTube advertising landscape is confusing with lots of different options. Here’s some key tips for successful YouTube advertising.

 

Native, Quality Content

There is a LOT of video on the internet and, with so much content, it’s easy to just scroll on past, or skip video ads. Therefore, you need to produce high quality, engaging videos that feel native. That is, videos that don’t feel like ads. Native content is simply content that doesn’t annoy, detract or even disturb the viewer. It could be a heartfelt story, a comedy sketch, or something entertaining that people want to watch. Think of the super bowl ads which have now become almost as big as the game itself! They deliver a message and promote a brand but they’re also highly entertaining in their own right. For ideas, check out the 10 most viewed YouTube videos of 2016.

Image result for Key Strategies for Successful YouTube Advertising

Re-Marketing

Remember that Sunday morning you were on Amazon, searching for that perfect camping tent for a weekend getaway? Remember how, after that, you kept seeing ads for camping tent on every site and social platform you went to, as if it was haunting you! This is no coincidence. It’s called re-marketing. That is, targeting people who have already shown an interest in your site or clicked a call to action. The audience has already expressed interest which dramatically increases your chances of conversion. Re-marketing is easy to setup, so after preparation you can just sit back and watch the results come in!

 

Target Your Audience

Like any advertising, the better you narrow your potential audience, the better your chances of converting them. You don’t want to waste time paying for clicks or YouTube views from disengaged people who will never be interested in your brand. Instead target your advertising to specific interests and/or locations. For example, if you’re offering guitar lessons in Manhattan, there’s no point having your ads displaying to someone watching a fishing video in Florida. Instead, target people in your desired location interested in guitar, music tutorials and more.

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Choose Your Ad Format

The options for ad formats on YouTube are extensive and can be confusing. The best first step is to check out their help page and match your objective with the best option available. At first, be sure to experiment with different ad formats and work out which one works best for your needs. If you’re just looking to raise brand awareness, then you’d be best running an entertaining video ad. Whereas if you’re looking to just generate leads by pushing viewers to a landing page then a sponsored card would be the way to go.

 

Separate Your Ad Types Into Different Campaigns

In-stream ads, that is ads that show during a video perform differently to discovery ads, that is ads that appear as ‘sponsored’ search results when a user searches for a video. In-stream is great for brand awareness, whereas discovery can be effective in getting clicks and building your subscriber audience. Because both ad types behave differently, it’s important to set them up as different campaigns. That way you can easily tweak and make changes on each ad type depending on how they perform.

Image result for Key Strategies for Successful YouTube Advertising

Make Your Ads Interactive

You can add interactive links to your ads, like a popup window pushing people directly to a shopping cart or to sign up to your website. Using these specific call to actions is more effective than just a general link to your website as it makes it that little bit easier for a user to reach the relevant part of your site and seamlessly continue their journey with your brand. You can customize these screens to appear when you want them to and to push the viewer to a landing page, download, or shopping cart… easy!

 

Optimize For Mobile

Rich media and video used to only be a thing for fast, stable internet connections on a desktop. However now, almost every few feeds on Facebook or Twitter feature video. When people are bored, say waiting for a bus, they pull out their device and browse social media. There is a massive audience out there that predominantly views video on their smart devices as opposed to a PC. So, when you’re choosing your ad type, make sure you choose one that’s optimized for mobile and don’t miss out on potential customers on their smartphones.

YouTube can be incredibly powerful in promoting your brand. With so many options and ad types available, it really does cater to whatever your objective is and allows you control over how and when your ad gets displayed. However, exposure is only part of it. Exposure is only great if it’s backed by quality, native content that’s engaging. So, use YouTube to your advantage but do so in a way that your ads don’t feel like ads and your viewers are entertained by your message. Be creative with your rich media marketing, stand out from the crowd and watch your audience grow.

youtube updates auto generated thumbnails

YouTube Updates: Controversial Auto-Generated Thumbnails, Picture-in-Picture Now Free

YouTube is making efforts to improve the platform’s interface by adding new features. However, while the PiP (Picture-in-picture) will certainly make YouTube users happy, an auto-generated thumbnail experiment might not as it is causing controversy. Read on to find out more about the latest YouTube updates.

YouTube updates: Auto-generated thumbnails experiment

Over the next couple of weeks, YouTube will be running an experiment with a new feature that only 0.3% of YouTube users can see. Instead of displaying the custom thumbnail uploaded by the channel, YouTube will show an auto-generated thumbnail.

Thumbnails are a big part of what drives viewership on YouTube. YouTube creators have so far enjoyed the freedom of creating their own custom thumbnail that allows them to pick one particular image to represent the content of the entire video. It looks like this experiment by YouTube is highly motivated by the infamous tradition of “clickbait,” a common bad strategy for getting views when there are better view strategies available.

There are a lot of clickbait scams that display a thumbnail that has nothing to do with the content of the video, thus fooling people into clicking on the video. It looks like YouTube is sick of that, and they’re trying to put an end to it by considering the auto-generated thumbnails. Here’s what YouTube said regarding this experiment;

“Over the next few weeks, a small group of viewers (0.3% of those on YouTube site-wide) will see the default, auto-generated thumbnail for all videos instead of the custom thumbnail. For creators, this is the second thumbnail that’s suggested when you upload your video. Note: this will not affect the content of the videos.”

YouTube states that there are no plans to remove the ability to add custom thumbnails (yet) and that this experiment only aims to improve auto-generated thumbnails.

Even though only 0.03% of all users will actually be a part of the experiment, it still it is a fairly big number when you do the math. Considering that YouTube attracts approximately 1.8 billion active users, the auto-generated thumbnails may actually be seen by more than 5 million people.

YouTube updates: Rolling out Picture in Picture

This update will in no doubt be gladly accepted by the YouTube community. For a long time, YouTube users have been waiting for the opportunity to watch YouTube videos while using other apps. This option was available for paid YouTube premium and YouTube Red subscribers, it looks like YouTube is rolling out the PiP support to non-paying Android users in the US.

I don’t think it’s that serious, Jeyska, but you do you…

If you’re not familiar with the feature, here’s how it works:

  • Picture-in-picture shrinks the video into a small player that users can move around their home screen and position over other apps. This feature allows you to watch YouTube videos while using other apps on your mobile device.
  • In order to start the PiP playback while a video is playing, tap the Android home button. The video will then be shrunk into a PiP window, which can be dragged to different parts of the screen.

Keep in mind that this update is available for Android users in the US. Additionally, music content is unavailable for PiP playback without a YouTube Premium subscription.

Mixed feelings about YouTube’s latest updates

Even though the PiP update is deemed as positive, the auto-generated thumbnails experiment is causing a lot of arguments. YouTube users, especially hard-working creators, have had separate opinions regarding this experiment; with many complaining about the auto-generated thumbnails.

YouTube may not be making any definite moves regarding the thumbnail situation soon, but creators are certainly fuming because they put a lot of effort into their custom thumbnails. YouTube creators can be calm, for now, because YouTube has repeatedly said that the custom thumbnails option will not be removed and that this experiment is for research purposes only.

make money on youtube

New Ways To Make Money On YouTube Announced: Channel Memberships, Merchandise, And Premieres

YouTube is announcing fresh ways to monetize and get revenue on the platform. After the successful launch of the Super Chat feature last year, YouTube decided to focus on providing more ways for its valuable creators to make money on YouTube.

New monetization on YouTube: Channel membership

This is a new feature that will be welcomed by creators. YouTube is rolling out a new channel membership feature that will be available for every eligible account with over 100,000 subscribers;

“With Channel Memberships, viewers pay a monthly recurring fee of $4.99 to get unique badges, new emoji, Members-only posts in the Community tab, and access to unique custom perks offered by creators, such as exclusive live-streams, extra videos, or shout-outs.”

According to YouTube, creators have already been experimenting with this update, and the results are positive. The traveling duo Simon and Martina have been using the Channel Memberships option to create a miniseries exclusively for their members.

make money on yotube channel membership buttonChannels with this program will be able to earn revenue when their viewers purchase public badges, emoji, and access the creator perks offered by the channel via monthly recurring payments. Channels without it, because they don’t have 100,000 subscribers, have their work cut out for them. Start reading about ways to get more subscribers now to meet the 100,000 goal!

Channel Memberships instead of sponsorships

If you already had the “Sponsorships” feature on your YouTube profile, then this is the same thing. YouTube confirmed that this is actually the same feature and that only the name will be changing in the upcoming weeks.

make money on youtube channel membershipsAccording to YouTube, the “Sponsor” symbol, will soon be replaced with Channel Memberships;

“A select group of creators have been using channel memberships under the name sponsorships. We want more creators to continue to find different ways to earn money from sources other than ads. We believe that changing the name to memberships will make it more broadly appealing to both creators and viewers.”

YouTube announced that the name change was going to take place in late June or August 2018.

New monetization on YouTube: Merchandise

YouTube creators have been using YouTube to sell their merchandise for ages. Now, YouTube has revealed a more convenient way for creators to sell merchandise right from their channel.

From t-shirts to mugs, to posters; creators will have the chance to individually customize their merchandise. This update is already available for all eligible U.S.-based channels with over 10,000 subscribers, and YouTube plans to expand the tool to more creators around to globe soon.

If your channel doesn’t yet have 10,000 subscriber, spending a little bit on buying subscribers with well-reviewed sites can get you over that hump. You can start earning money faster as even small audiences can spend a bit if they’re dedicated.

New monetization on YouTube: Premieres

This update will vastly improve content uploading on YouTube. With “Premieres,” creators will have a new and better way to create content and upload it on the platform. Basically, with Premieres, creators will be able to debut pre-recorded videos as a live moment;

“When creators choose to release a premiere, we’ll automatically create a public landing page to build anticipation and hype up new content. When all fans show up to watch the premiere, they’ll be able to chat with each other (and with the creator!) in real time via live chat. It’s as if a creator’s entire community is one theater together watching their latest upload.”

The Premieres will also unlock new revenue streams. Creators will be able to use the Super Chat feature on traditional YouTube videos and also utilize the Channel Memberships (Sponsorships) perks that were previously only available on live videos.

This will be an excellent feature to use when you want to show an exciting new video to your fans and share the premiere moment together. Premieres have started rolling out to creators yesterday and will be available more broadly soon.

New ways to make money on YouTube

It looks like YouTube is taking its competition seriously. With Facebook and Instagram making efforts to compete with YouTube, it is up to YouTube to keep its status as the number one video-sharing platform. Their response couldn’t have been better:

  • Channel Memberships for ongoing funding.
  • Improved merchandise options for one-time purchases.
  • Premieres to make money with the debut of each video.

All of these updates will be gladly accepted on the platform and will improve the overall user experience. Creators have been looking for more ways to make money on YouTube, and now they’ve got them. A good move by YouTube, indeed.

youtube creative suite

YouTube Creative Suite: A New Tool For Marketers To Make Better YouTube Ads

YouTube is releasing its new YouTube Creative Suite marketing tools. They say that these tools will help marketers deliver a more engaging ad experience for their audiences, and allow them to more easily accomplish their marketing goals.

YouTube Creative Suite video testing tools

The site announced the new suite in an official blog post on Wednesday. The YouTube Creative Suite is comprised of several tools that will focus on providing better video insights for brands. These insights, YouTube said, will help them improve their campaigns’ storytelling.

Video Experiments is the first of the new tools. It allows brands to test their Google Adwords video ads right on YouTube. The tool lets marketers measure the effect of content on metrics like awareness or purchase intent in real time, offering you real ways to get more views.

Video Experiments is intended as an alternative to using focus groups to measure the above metrics and lets you conduct your tests in a real ad environment. The service is set to roll out for beta testing later this month.

Video Creative Analytics

Meanwhile, Video Creative Analytics will help you keep track of the various elements of your video ads and build better reports on creative performance. It lets you include audience segmentation in your retention reports. This gives you a clearer picture of how your videos attract different audience groups.

YouTube will also introduce the ability to annotate sections of your videos, like logos or product shots, later this year. The feature will show the percentage of your audience who saw these elements. This helps you track the impact various video elements have on your campaign and refine them.

Improving video storytelling

Rounding up the YouTube Creative Suite are the Director Mix and Video Ad Sequencing tools. With Director Mix, you can break down a video ad into its components, such as video, text, and key message. You can then easily rearrange these elements into different video combinations based on the context or audience that you want to capture. The tool is currently in alpha development.

The Video Ad Sequencing tool, on the other hand, lets you string a set of YouTube ads together and create a coherent story in many different ways. The feature could also be used to share your product message through multiple pieces of video content. Video Ad Sequencing is also currently in alpha testing.

Using the YouTube Creative Suite tools

YouTube revealed that several major brands have already been using the individual tools in the YouTube Creative Suite to enhance their online advertising campaigns. 20th Century Fox, for instance, relied on Video Ad Sequencing to create story-driven promotional ads for The Greatest Showman, such as this one.

Meanwhile, Kellogg’s took advantage of Director Mix to create more personalized YouTube ads for its Rice Krispies Treats. The campaign resulted in a 4% increase in product sales.

These companies highlight the advantage that YouTuber Creative Suite offers. By using each tool, you can better dissect your YouTube video campaigns and see which elements work best. This will help you build better ads around these elements.

Creating YouTube ads

Check out what each tool in the YouTube Creative Suite has to offer as they become available. They will be rolling out slowly over the next few weeks. Start experimenting with them right away, and you will definitely find them handy when creating the perfect YouTube ads for your brand.

 

youtube music expands

YouTube Music Expands, Available in Canada, UK, and More!

YouTube is expanding its YouTube Music streaming services into 12 more countries and offering more music content to subscribers. As YouTube Music expands, this will lead to more opportunities for musicians on the platform.
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youtube world cup highlights

The Best Places for YouTube World Cup Highlights: Watch Every GOOOOOOOOAL!!!

Getting the latest updates on the 2018 World Cup is a lot easier now, thanks to the many YouTube channels that will be covering the event. Here are some of the highly recommended places to get your YouTube World Cup highlights.
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world cup youtube ads 2018

The Best World Cup YouTube Ads of 2018 Celebrate the World’s Game!

With the 2018 FIFA World Cup kicking off in Russia on June 14, official World Cup brands have started releasing their ads for the event. Here are some of the best World Cup ads that will surely grab your attention this year, and get you excited for the world’s game as it’s played on the biggest stage.
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most viewed youtube videos

The 5 Most Viewed YouTube Videos: Watch Some Video Giants!

People never tire of watching YouTube videos. That is proven day by day as videos on YouTube as new videos routinely cross the 1 million view mark in a single day. Although new niches are making ground on the platform, music videos are still the dominant force when it comes to viewership on YouTube. This article has collected the five most viewed YouTube videos so that you can watch them all right here, and also discusses their success on the platform.
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