As time in front of the TV declined last year, 18-49 year-olds’ time on YouTube jumped 44%, according to Nielsen’s Google-commissioned analysis, principally due to mobile viewership.
What does that mean to us as marketers? As marketers, our job is to drive reach and engagement with our brands, now that video consumption has gone from primetime to all-the-time, the time for brands to make sense of what mobile means for their video content strategy is now. And including YouTube in your media plan is more than appealing.
Why YouTube is so significant?
A few years ago, TV time had always been at war at my house, my two little boys wanting to watch their cartoons, and my wife her daily soaps and me just about sports and news. Today, we can each watch exactly what we want, when we want, thanks to the supercomputers in our pockets and thanks to YouTube.
Should my YouTube strategy be good contents oriented or do I invest in YouTube Ads?
I often get these questions during my sessions and talks, my approach for the last 4 to 5 years have been 80-20. I invest my clients money to produce 80% value added video contents (ads and brand awareness) and 20 percent on YouTube ads to capitalise on the 4 billion videos viewed each day.
Be sure not to arrive at the same mistake most business owners do, do not focus on producing your content or ads with “get it viral” mentality. Please be aware just few people have the perfect formula for virality, and the more you make this goal your solo focus, the less authentic and compelling your videos will be.
And filming a shaky video on your iPhone and pushing upload won’t do much to help you stand out from the (very dense) crowd. Be creative… Contact me for much deeper understanding of just how YouTube can fold into your marketing campaigns and how you can really master the medium.
Well, here’s some tips and advice:
Research done by Visible Measures shows that each new video, brands promotes using TrueView, actually drives interest in past content, increasing the ROI of previous investments in video.
If you’re designing to create multiple videos for a campaign, develop a content calendar that’ll guarantee a steady rollout. A “distribution drumbeat” will keep people coming back to all of the videos you’ve worked so hard to create.
By unlocking the full potential of your YouTube advertising, you’re not just getting your money’s worth, you are future-proofing for the next generation of video consumers, who overwhelmingly turn to YouTube—not just preferring it over TV, but over other online options—to watch the videos they love. That’s where the Create, Collaborate, Curate—or what we like to call “CCC”—content framework comes in.
Before I end this blog, I would like to drive your attention to a case study of Johnson and Johnson CLEAN & CLEAR® video campaign.