BY: ANNA WILT, KNOXVILLE HABITAT FOR HUMANITY
With over one billion unique monthly users, YouTube presents a unique marketing opportunity for businesses, and it’s more important than ever to utilize digital ads as more advertising moves towards multimedia formats.
At the American Marketing Association Knoxville’s June luncheon, “Push Play on Growth,” Jonathan Halley and Lucas Cooper of Big Slate Media led the audience through an enthusiastic presentation covering all things YouTube.
Big Slate Media is a Knoxville-based content creation company. Since its creation three years ago, they have grown to advise their clients on a variety of topics, such as video marketing, content and strategy.
The digital age has given advertisers the unprecedented opportunity to “track exactly how far [their] dollar amount is going” using this video platform. More specifically, YouTube allows businesses to track the effectiveness of their ad and content campaigns through a variety of tools.
Halley and Cooper also pointed out the distinctions between YouTube and other social media platforms. Facebook, Instagram and Snapchat present a “finite” option for video content. With YouTube, marketers have “the opportunity for that content to live forever.”
Marketers can organically boost their SEO ranking simply by “having a video with the keywords you want to be found with and tagging them correctly.” YouTube is the second largest search engine in the world, which is owned by the largest search engine, Google. By uploading and tagging videos, Google AdWords is able to crawl and index your content. This, in turn, makes it easier for customers to learn more about your business.
Spending advertising dollars on YouTube can be a quick and easy way to see results. As a caveat, Cooper pointed out that non-skippable ads can be an annoying inconvenience to consumers. However, they can also be a “wonderful tool for advertisers if you need more time to tell your story.”
Skippable ads have proven to be the most popular form of YouTube ads. These ads are appealing to advertisers for several reasons. They are low-risk, versatile and visible to a wide audience. This method encompasses the entire Google search and YouTube search networks.
The top three data points to measure while analyzing your performance metrics are views, view rate and cost per view. View rate is the number of views and engagements on your ad, divided by the number of times your ad was shown.
As all marketers know, determining your audience is the first step you should take when making an advertisement. This is especially true for YouTube and Google AdWords. According to Halley and Cooper, you should narrow down your audience by demographics, interests and video remarketing. Video remarketing includes people that are “already engaged in your brand,” whether that means they have already watched one of your videos or bought your product.
According to Big Slate Media, the secret to successful content marketing can be found by following these five easy steps:
- Practice filming yourself until you know what works for you and your audience.
- Research is an important aspect to developing meaningful content. Cooper suggests spending ten minutes a week analyzing competitor YouTube channels.
- Brainstorm with your team, and write down your ideas.
- Planning is essential to achieving a great YouTube campaign, even if it is just an hour a month.
- Lastly, and most importantly, just do it! Challenge yourself to make “consistent, relatable content” that will engage your audience.
Want to learn more? Check out this blog post from Big Slate Media.