YouTube has over 2 billion users worldwide, with audiences watching over a billion hours of YouTube every day. The numbers are staggering, and the results are clear. If you want brand recognition, YouTube is the place to be.
YouTube came into being on Valentine’s Day in 2005, made by three former PayPal employees. Today, over 1 billion hours of YouTube are watched per day, with individuals watching for an average of 18 minutes per day, some of whom are part of the 26.6 million TV and premium subscribers.
This year, YouTube turned 16 years old, and it is more popular than ever. For that reason, YouTube brings in annual global ad revenue of $19.77 billion US dollars which is 10.9% of Google’s total ad revenue. This amounts to $8.6 billion in total revenue for advertisers in 2021.
Statistics note that viewers are twice as likely to buy a product they saw presented on YouTube and four times more likely to use YouTube over other platforms to find out more information about a product.
More excitingly, 70% of audiences have become more attuned to new brands via YouTube. This means seven out of ten viewers are finding out about new brands from YouTube alone.
This article will look at all of the different factors that go into whether or not a YouTube video will do well, including the kinds of successes available, the YouTube algorithm, some strategies for great YouTube videos, and some tips and tricks from industry experts.
Will YouTube Videos Do Well?
The short answer is yes: a video on YouTube can do well. However, a strategy is necessary to receive subscribers, upvotes, popularity, or the ever-coveted viral-video status.
YouTube marketing videos can range from straight-forward promotion, sidebar ads, or working with influencers who promote advertisements alongside or within their own content.
The best reasons to create video content for YouTube are because YouTube will:
- Influence Buyer Decision-Making
- Create and Advance Brand Awareness
- Grow Brand Loyalty
- Increase Product Sales
To successfully market the brand, marketers will begin with the target audience and work their way back. Consider the target audience and everything they care about, and then consider how the offerings of your brand factor into that.
Create content that matches what audiences are already looking for. This is a way of ensuring the searchability of the video. Searchability is also enhanced and optimized to fit into the YouTube algorithm.
The YouTube Algorithm
The YouTube algorithm is a personalized recommendation system. When viewers log in, videos are already posted on their home page based on what they like. YouTube, like any business, has the top goal of keeping viewers happy, after all.
The YouTube algorithm selects videos based on personalization, performance, and external factors. Personalization is based on the audience viewing history, while performance is based on the overall satisfaction level that a video is receiving.
External factors are much more broad-reaching and include the thematic interests of the viewer – such as recommendations based on other liked videos. It also includes anything relevant or newsworthy.
The algorithm demonstrates that while search engine and keyword optimization matter, it is not the only factor determining whether it will reach viewers. The three categories above of performance, personalization, and external factors are the keys.
Continuity and Reliability
For any business, one of the critical strategies for success is always to ensure continuity and reliability. Continuity and reliability mean that customers always know what they will get from the product. They know where or how to get it and that it will be available when they want it.
The same tips go for YouTube content. For content creators, this means posting regular videos at regular intervals and posting times. Regularity and visibility will create success in brand recognition for more direct advertisers, which includes many brands.
Different Types of YouTube Marketing Videos
There are seven different types of ads that play within or alongside YouTube videos. These advertisement opportunities that content creators can be paid to offer before, during, after, or beside their videos.
As such, these video types represent the different formats for traditional marketing material:
- Skippable Video Ads: Viewers can skip after five seconds. One interesting note for this option is that the advertiser only pays if the viewer watches the video for more than edited seconds – the first five seconds are deemed free.
- Non-skippable Video Ads: Videos are 15-20 seconds long and cannot be bypassed.
- Bumper Ads: Also non-skippable but are six seconds long and appear before the video.
- Overlay Ads: Text appears over the lower 20% of the video and appears for computer-based viewers only.
- Watch Feed Ads: Will appear amongst recommended videos. These are also sometimes known as “discovery ads.”
- Back-to-back Ads: Usually, one skippable and one non-skippable ad will appear within videos longer than five minutes.
- Sponsored Cards: This creates a side-panel display of a few items seen in the video that is relevant in some other way.
A successful YouTube marketing video campaign will leverage a few different formats to improve brand recognition and ensure that one format does not become oversaturated. It can also pay to experiment with a few different ad formats over time to see which garners the best results.
What to Know About Making a Standout YouTube Video
1. Create a YouTube Marketing Video Campaign Strategy
The best first step to any successful endeavor is to create a plan or strategy. If you are an established brand, you likely already have worked with marketing professionals to create a brand persona and strategy. If you have not, this would be the natural first step.
2. Understanding the Customer Journey
This step is a key part of marketing campaign strategy development, but it is so vital that it deserves its own action.
By understanding the priorities, habits, interests, behaviors, and values of your target audience, you can situate your brand to fit within and between those areas. Audience preferences are a key part of YouTube’s algorithm on all three levels: personalization, performance, and external factors.
For example, if a brand is designed to appeal to millennials, then its video, marketing content, and where the marketing appears should all align with millennial preferences, priorities, habits, and values.
Therefore, in general, a marketing campaign aimed at millennials might include environmental awareness, quality design, and the color pink, for instance, even if the product is a pair of socks or a kitchen appliance.
YouTube has options for target audiences that can be based on a few different groupings:
- Demographics: Age, gender, location, household income, or otherwise.
- Interests: By common grouping interests together like food and wine or sports and the outdoors. This section can also include life events, affinities, or customized data segments.
- Custom Data Segments: interaction with and reaching new viewers is based on past interactions with your video or ads.
- Customer Match: Utilizes first-party data to re-engage or reach viewers through partners.
- Similar Segments: This option utilizes first-party data to expand reach based on users with similar profiles.
3. Create a Business YouTube Channel
Having a YouTube Channel will lend credibility to your advertising campaign. When a brand creates high-quality ads, they are often videos that audiences will seek out to show friends or hear more about the product.
A brand channel can be managed by anyone at product headquarters and can provide good data on viewership.
4. Optimize SEO in the Video and Description
Make sure the search engine optimized (SEO) keywords accurately reflect the content of the video. Audiences will tolerate marketing better when it feels more honest and sincere.
Do some internet research on the keywords that apply to your video. Consider even looking at a few videos with similar subjects to your own and pick out a few keywords that they use.
A business should also consider the option of putting videos together in a playlist. This way, the YouTube algorithm will take into account the SEO keywords for the whole playlist, so this can be a way of compounding searchability. This will also influence the external factors element of the algorithm.
5. Pick a Thumbnail That Will Make Audiences Curious
Your thumbnail choice should evoke curiosity and provide some quick information about the content of the video. Many YouTubers will opt for thumbnails that evoke curiosity, such as a facial expression or a curious object.
6. Improve Your Ranking with Consideration
Providing accessibility options like closed captioning and different language options will generate likes and expand your potential viewership.
7. Engage with the Audience
Successful YouTubers will often pin a comment in the discussion area to thank commenters, address any big questions or say more about themselves or their video. This is a personal touch that can humanize the audiences in the YouTube marketing video as well as the brand.
8. Always Cross-Pollinate
Every video should be shared on all branded social media platforms. But it also helps to share the videos of other like-minded brands to demonstrate a friendly spirit, attract more viewership with expanded content, and in the hopes that others will share your content too.
These are some tips that most advertisers can take hold of and apply to their Youtube platform. But when it comes to making a quality video for advertising or brand recognition, the work is a bit more complicated.
Your brand’s Youtube content is the face that it shows to the world; you want to make sure it is the very best quality it can be. Working with an experienced global production and video content company for brands and agencies, like DreamItReel can drastically improve the quality of your video.