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Are Marketing Directors Effectively Marketing Their Company’s Brand with YouTube Marketing?

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Are you tapping into YouTube’s marketing potential to connect with current and prospective customers?

With over 2.5 billion active monthly users, YouTube ranks as the second largest social network. Just a bit under Facebook’s 2.9 billion users.

As such, YouTube marketing can be a very cost-effective place for brands to market their products and services to consumers. By using their own unique content in a format that’s easy for viewers to consume and share. Companies can also utilize content from influencers and other brand advocates to showcase their culture, messaging, products and more.

Why Should Marketing Directors Use YouTube Marketing?

People watch more than a billion hours of video on YouTube each day, and 500 hours of video content are uploaded every minute. Consumers use YouTube for entertainment, education, tutorials and product research.

Aside from the content that appears on a brand’s own YouTube channel, companies can work with influencers to provide reviews of products and services. The brand’s customers or prospects can watch those review videos to determine whether or not they wish to make a purchase. Brands can also create video advertisements that play intermittently while users watch related videos.

According to Google, 70% of users have purchased a product after seeing it on YouTube. Video marketing is very popular, and a report from Wyzowl revealed that 86% of brands currently use video as a marketing tool.

Wyzowl 2022 Video Usage Chart
Wyzowl

Brands use YouTube to showcase their products and services, others to connect with customers and build relationships and others to drive traffic to their websites or blogs. Whichever way a brand chooses to use YouTube, the important thing is that they’re creating quality content that will engage viewers.

Using Company Branded Videos on YouTube

To use branded videos on YouTube effectively, marketing directors must understand the concept of brands and branding. A brand is the way the outside world perceives a business. While branding is the act of creating and building upon a unique, distinctive brand.

Brand identity consists of a set of creative elements that go into the process of branding. This includes a brand’s website, its social media presence and its logo. These elements tell customers about the brand’s values, purpose and message. In today’s market, YouTube makes great sense as a place to establish a brand identity.

When a marketer wants to drive brand awareness and attract new prospects, TV and CTV formats are great avenues to find consumers. But that linear TV no longer reaches as many consumers as it once did.

Using Video Ads on YouTube

YouTube video ads are an excellent way to reach customers and leads. Brands can target viewers based on their Google search history and YouTube viewing behaviors. As such, marketers can target ads at those who have recently searched for a specific product or service.

If the content of a video ad is related to a product or service the user has been searching for on Google, the user is more likely to watch the entire ad or potentially click through to the brand’s website.

There are several different types of video ad formats to choose from. If you are a YouTube viewer yourself, you will already be familiar with many of them.

Video Ad Formats

  • Skippable in-stream ads: Play before, during or after other videos. After 5 seconds, the user has an option to skip the ad.
  • Non-skippable in-stream ads: Are 15 seconds long (or shorter) and play before, during or after other videos. Viewers do not have the option to skip the ad.
  • In-feed video ads: Consist of a thumbnail image from a video with some text that will appear on YouTube search results and alongside related YouTube videos. The exact size and appearance of the ad may differ depending on where it appears. These ads always encourage people to click to watch the video. The video then plays on the YouTube watch page or channel homepage.
  • Bumper ads: Are 6 seconds long (or shorter) and play before, during or after another video. Viewers don’t have an option to skip the ad.
  • Outstream ads: Begin playing with the sound off. Users can tap the ad to unmute the video.
  • Masthead ads: A featured video in a Masthead ad autoplays without sound for up to 30 seconds at the top of the YouTube Home feed. These ads can appear in a widescreen format and include an information panel to the right that automatically uses assets from the brand’s channel. Users can click the mute icon if they want to hear sound from the video. On mobile devices, the featured video in these ads autoplays without the sound for the full duration of the video at the top of the YouTube app or m.youtube.com

Don’t Miss Out on YouTube’s Benefits

Many brands today are taking advantage of video marketing on YouTube and have found it to be an excellent avenue to entertain and educate current customers while potentially gaining new ones.

By using branded videos, influencer recommendations and reviews and YouTube ads, brands can get the largest reach from their advertising and marketing budget.

Still have a few questions about adding video to your marketing strategy?

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