Video advertising is one of the most important facets of a digital marketing campaign. You would have spent hours working on the storyline, the script, the shooting, and the shooting. In the end, you believe you have an award-winning video.
An award-winning video? Really?
A lot of marketers fall into the trap of being too indulged in their own content. You become so invested in this project, you believe that you have the content that will blow everyone away. You embed it into your website, your social media profiles and feel it will bear the fruits. You might be gravely wrong.
Know the fundamentals
Video advertising is not merely a paid social campaign. Before you go forth and bank on the analytics, you must first know what the basics are. YouTube is the biggest video sharing platform ever existed. The statistics don’t lie.
- There are 30 million active users on YouTube each day
- The average time spent on YouTube is 40 minutes
Types of video ads on YouTube
Basically, there are 3 types of ads you can place on YouTube:
- TrueView Ads – This is the most common type of ad. As an advertiser, you only pay if the viewer responds to the CTA (call to action). This means that if the user skips your ad, it is not counted. In TrueView Ads, you can use either the Video Discovery ads (or In-Display Ads) or the In-Stream Ads.
- Preroll Ads – These are ads that can be played either before, during or after the video. In-stream ads are non-skippable and can be either 15 or 20 seconds long. Because of this, Preroll ads are most effective with a CTA.
- Bumpers Ads – These are ads that are played before the video playback. They are the shortest type of ads and are just 6 seconds per slot.
Spreading the word about your video
Whether you are making videos for YouTube or for other social media platforms like Facebook or Instagram, bear in mind that a plan is needed to spread the word. Here are some useful tips.
- Start with a plan – A marketing plan is always the best starting point. Chart out which platform you want to use and stick to it.
- Use keywords – Not only keywords for search engines but also keywords that your audience can associate with.
- Don’t discount other platforms – If you have a blog, embed your video there. Link them to your YouTube video. You will be surprised where the traffic might be coming from.
- Early start – Always release your video at the start of the week like a Monday. The start of the week is when your viewers are most uptight and yearning for a short entertaining clip or two.
- Content and duration – Always keep your video short and sweet. The storyline is always the key element to keep your viewers tuned in.