Try These SEO Help Tips To Get YouTube Views
Video marketing is here to stay. The question is, how much of your video marketing strategies are really working? Before, brands only buy video views or likes and shares to show authority to their YouTube clip. But every wise marketer knows this is just a façade to lure other viewers to click and view what attracted millions of YouTube users.
YouTube has been the target platform of many marketers and brand owners. For one thing, it is a social media hub. And for another, it is an online video network. Even though Facebook has surpassed YouTube in the number of viewed videos through desktop, YouTube still remains the number one go-to place for netizens when wanting to watch a how-to clip, music video, movie trailer, and other viral videos in the internet.
With a powerful influence such as this, how can brands harness the marketing sway of YouTube?
Engagement metrics serve as the fundamental barometer to determine how the videos interact with what they are watching. These metrics come in the form of views, shares, likes or dislikes, replays, watch time, and comments. Meeting engagement metrics may be favorable but it does not really complete the entire video marketing purpose.
The effectiveness of an ad is not evaluated by how much users like or commented approval to a video. This is just passive influence. A video ad is deemed effective when it moves brand metrics instead.
YouTube Ads Show Almost Real-Time Data
SEO marketing agencies should not just content themselves in getting millions of YouTube videos. It is imperative to access brand metrics and find out if an ad is worth investing for or needs tweaking. This data on YouTube ads help brand owners to know if they are meeting both engagement and brand metrics with their campaigns.
In a research studying 50 ads from the Fortune 100 brands and Google Preferred category leads, it has been found that 94% of ads generated 80% of ad recall. Some of YouTube’s most popular channels also shows 65% of brand awareness and an overall 17% average lift.
This is a significant takeaway considering that the brands included in the study are already famous.
The same study went on to determine the brand interest generated by YouTube campaigns. Brand interest was measured by the number of organic searches in Google from YouTube ads. The research revealed that 65% of YouTube ads drove in brand interest and an overall brand lift of 13%.
With a marketing power such as these, here are YouTube and video marketing strategies for social media and SEO marketing companies alike:
- Refine and Enhance the Brand’s Demographic Target
In 2014, Nissan Canada released ads for its Micra model launching. One of the campaigns was a standard advertising video while the other featured a famous actor. It has been found out that although both campaigns were able to drive brand awareness, one showed a more significant ad recall. The study on the campaigns also revealed that the ad featuring the famous actor showed stronger connection and influence for women aged 25 to 54 years old. This would have been unexpected for a company that usually resonates with male consumers.
- Testing the Ad Creatives
Mondelez International, an advertising agency, produced two versions of an ad for Trident Unlimited. In one version, the commercial started with the actor putting the gum in his mouth. In the second version, the ad started with the actor already chewing the gum.
This subtle test of ad creatives showed the latter version driving 5% of recall rate. Because the brand had to use the cut version, the ad recall even increased to 97%.
Testing the creatives of an ad campaign lets advertising agencies and brand owners cut down budgets, see which campaigns resonate with the audience, and determine what to tweak while the ad is still running.
- Making the Most of Priority Metrics
According to the Global Media Lead of YouTube, the online video platform run tests to 7 campaigns to see which ones drive brand metrics. The network utilized view-through rates to test an ad’s influence to move brand metrics.
The study showed that videos with the highest view-through rating has the power to captivate an audience’s attention but not necessarily able to move the metrics pertaining to the brand. Through this insight, the network was able to pinpoint data needed to make the most of the creative rotation of a campaign before it is completely ramped up.
These key takeaways reveal the brand new mindset that advertisers and brand owners should have in approaching YouTube and video marketing in a world dominated by social media and smartphones. When done right, brands do not even need to buy YouTube views. Meeting engagement and brand metrics will get YouTube likes for free, social media shares, and high ad recalls.