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Did you know that 64% of today's internet traffic is video? This number is also growing and is believed to reach 80% by 2019. Eighty five percent of all companies today are committed to including video marketing in their overall business plan. This is because videos can entice, engage and entertain above and beyond what text can. It is also important to understand that viewers now have a greater understanding of where they should go if they want to find a specific piece of information. For example, people looking for music, gaming or tutorials will turn to YouTube. Those looking for celebrity brands and behind the scenes footage will go to Instagram Video.
Online video is developing so quickly that people struggle to keep up. Brands that are not including video marketing and SEO as part of their strategy find that they are struggling to stay in the game. While content remains of vital importance, it looks as if there is now a shift towards video content. It is video marketing that allows businesses to generate leads, build brand awareness and communicate with their customers. Through video, a customer can easily be guided through each element of the sales funnel. Additionally, and this is perhaps even more important, a video allows a business to track how many customer views they had, and how engaged these customers were. This metric is vital for any video marketing team.
One of the biggest tools in video marketing and SEO is uploading native videos to Facebook. Each day, some 1 billion people visit Facebook. Between them, they watch 4 billion videos daily. Although at least some of those views are attributed to the autoplay feature (which, by the way, can be disabled), they do still count towards SEO. However, only videos that have been natively uploaded to Facebook have their views counted. When you use native upload, you also have the added benefit of being able to use Video Playlist and Featured Video features. The benefits of uploading to Facebook, clearly, are huge. Facebook has reported in their statistics that some 8,452 videos were uploaded natively in June 2015. These videos generated a total of 1 million views. At the same time, however, it is important to also understand the value of uploading to YouTube. In that same month, they generated 1 million views over just 5,919 videos. Hence, not as many videos are needed to reach an equal amount of people. Clearly, video marketing and SEO are about managing an online presence on all the different platforms. This is also why a single sharing button that places the same content on multiple platforms is so important to a business' overall success.
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.
https://www.youtube.com/watch?v=dMafevBZVhM may also be of interest
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Currently, a reported fifty percent of mobile traffic stems from video viewership and the growth won't be slowing any time soon. It's not surprising, as YouTube is the second most used browser to Google. Also, in just the last 10 months, Nike increased its Instagram following from 4 to 12 million users with the use of engaging video campaigns.
For brands considering the introduction of video ads into their current marketing strategy, it helps to know that fifty-two percent of consumers agree that well-executed videos make them more confident in their purchasing decisions. Most companies struggle with where to start and how to differentiate between the best video ad format to achieve their sales goals. Below is an overview of common video formats and how to optimize each for maximum effect.
While in-stream videos don't have as high of conversion rates as other marketing formats, they nurture brand recognition through proper placement. For example, a laundry detergent company will pay to have commercials streamed during the commercial breaks of an online TV show that many of their target consumers watch. While the viewers are less than likely to stop streaming the show to go to the brand's website and check out their household products, they may consider buying the item the next time they shop because they recognize the name and enjoyed the advertisement.
To optimize in-stream campaigns, brands should keep the ads short and to the point. Most consumers lose interest after thirty seconds so experts suggest communicating the most important information within the first ten seconds of play. Furthermore, knowing that these videos are branding tools, the call to action should entail something the viewer will actually consider after the campaign ends. In other words, the video might tell the consumer to visit their site or subscribe to their mailing list for coupons rather than asking them to shop right at that moment to collect on the offer.
Click-to-View videos are unique in that they are standalone so if they're not introduced in an appealing manner, they won't accumulate views. Also, unlike their in-stream counterparts, they display the call-to-action before the user even clicks play. Thus, video ads in this format must have a compelling CTA and use high-resolution imagery to make an effective first impression.
The content of click-to-view videos should entertain and educate viewers on a brand's product or service. Furthermore, to increase their versatility, companies should develop multiple variations of the same ad, adjusting either the stream time, CTA and imagery used. When companies have several ads to choose from, they can place them on multiple sites that have different ad format requirements and reach a larger audience by appealing to varied demographics. In some cases, a non-commercial approach increases viewership as well. Rather than a call to action that says "Click Play Now" or "Click Play to Win", a less sales-y approach such as "Click Play to Learn More" or even a captivating summary that explains the value of the clip with a simple "Watch Now" CTA. Some brands will find that less is more when trying to allure their audience.
TrueView emerged as YouTube's answer to standing out in a market inundated with video ads. TrueView takes an unconventional approach to online advertising by expanding campaigns to not only encompass the products and services brand provides, but also making that brand come to life with clips that encapsulate the story behind a company and its personnel. TrueView can be used to create a series of documentaries relevant to an entity's industry or even to tell the history of how a brand became so successful with a collection of short videos. The overall goal is to make the videos a real-life background that consumers can relate to. As a result, they no longer view the company as just the product or service they offer but they also see the whole picture and are more likely to be loyal based off familiarity.
Marketing experts expect that online video will account for one third of online advertising dollars within five years. Integrating and optimizing video ads now is the best way for brands to appease the millions of consumers seeking information in an appealing digital format. As always, the more entertaining and valuable the advertisement or clip, the more likely it is to be shared and reach a larger audience. With ninety-two percent of mobile video viewers share videos with their friends and family, video formats have the propensity for going viral, meaning an exponential increase in revenue for deserving brands.
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