Did you know that 64% of today's internet traffic is video? It is believed that by 2019, this percentage will be close to 80%. Additionally, some 85% of companies now look for ways to integrate video into their marketing strategy. This is because videos can entice, engage and entertain above and beyond what text can. Additionally, viewers now know which platforms they should turn to if they are looking for something specific. As an example, YouTube is the place to be for music, gaming and tutorials. However, if someone wants to learn more about celebrities behind the scenes and new brands, Instagram Video is the place to be.
It is hard to keep up with online video, because it develops so quickly. As a result, only those businesses that integrate video marketing and SEO in their overall digital marketing strategy can continue to have a niche in the market. Content may still be king, but this is quickly changing to video content. Video marketing is the 21st century tool for businesses to generate leads, build brand awareness and have open lines of communication with their customers. It is the perfect medium to guide a customer through each part of the sales funnel. Not just that, but video allows businesses to do something incredibly essential: track views and engagement. Any video marketing team will tell you how essential this metric is.
One of the biggest tools in video marketing and SEO is uploading native videos to Facebook. Facebook has recently announced that they are now having 1 billion unique daily visitors. Each of these people watch an average of four videos per day. While some of this is because Facebook has an autoplay feature (which can be switched off), it is still important in line with SEO. However, only videos that have been natively uploaded to Facebook have their views counted. Doing so also allows the video to be promoted more through the Video Playlist and Featured Video features. It should be clear, therefore, that uploading videos to Facebook has tremendous benefits. Facebook has reported in their statistics that some 8,452 videos were uploaded natively in June 2015. These videos were viewed a total of 1 million times. At the same time, however, it is important to also understand the value of uploading to YouTube. YouTube also generated 1 million views in June 2015, using just 5,919 videos. Hence, not as many videos are needed to reach an equal amount of people. This test shows that a video marketing campaign has to be inclusive of all platforms. This is why, as part of the overall strategy, businesses should be able to share the same content in a variety of different places.
The Different Kinds of YouTube ads
In broad terms there are two kinds of YouTube Ads: ‘skippable ads and non-skippable ads.’
Non-skippable ads are ads that force people to watch. They can only be 15-20 seconds long.
These kinds of ads get better engagement, but they also have a higher abandonment rate.
These ads also tend to get a bad rap because they seem forceful. But if your ads are good, and the ads are targeted effectively, they don’t need to represent trouble.
Skippable ads are also known as TrueView ads. These are ads that don’t force people to watch. These can be shown in two ways: ‘In-stream’ and ‘In-display.’
Now, YouTube doesn’t really say that there is a maximum length for TrueView video ads.
What they do provide, however, are some suggestions — especially for the In-stream ads.
51% of In-stream run for 15-30 seconds.
If you want to make your ads longer than this, you may want to keep your In-stream at around 3 minutes (as YouTube has suggested).
In-display ads don’t exactly have a suggested maximum run time. These ads can be used to take people directly to a YouTube video, so you can get away with them being long. 25% of videos watched on Tablets are 60 minutes plus,.
So if the video you want to advertise is long and of value — In-display may work best for you.
In any case,if you’re creating a YouTube ad from scratch, you might want to keep it short so that it is easy to create.
You don’t have to stick to the suggestions provided, though doing so, will reduce the chances of your ad being rejected.
You can also create a form of YouTube Ads called In-Display Ads. These are ads that are shown in the search listings, related videos section or as video overlays.
You’ll notice there that there is a box on the far right that mentions ‘On partner websites.’
Because we’re only advertising on the YouTube site, this option is not open to us.
In-display ads aren’t as invasive as the other types of ads that we’ve discussed so far. That doesn’t mean that they’re not any good, though, as they can still generate results for you campaigns.
YouTube is the 2nd biggest search engine in the world.
If it costs too much for you to advertise in the Google search listings, you can advertise in the YouTube search listings instead.
Relevance is important. 48% of US mobile users prefer seeing ads that are related to the content they are watching.
As these videos appeared to be relevant, a significant percentage of the people would find them in the listings, would click on them.
And then a percentage of those people would become subscribers, and a percentage of those would eventually become customers.
If you want to quickly find some popular keywords that are related to your offering, just do a search on YouTube.