Did you know that 64% of today's internet traffic is video? And the video share is growing, estimated to hold 80% by 2019. Also, 85% of today's companies are including video marketing into their strategies. Video is so popular because it can entice, entertain and engage better than any kind of text. However, viewers are also more aware about which platforms to turn to if they want specific types of information. As an example, YouTube is the place to be for music, gaming and tutorials. 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. Content may still be king, but this is quickly changing to video content. Through video marketing, businesses can generate leads, build brand awareness and communicate with their market. It is the perfect medium to guide a customer through each part 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. 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. Each day, some 1 billion people visit Facebook. The platform also revealed that they were experiencing 4 billion daily video viewings. 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, these views only count towards the popularity of your video if it is natively uploaded. The added benefit of native uploads is that it allows you to use the Video Playlist and Featured Video features. Obviously, uploading directly to Facebook allows video marketers to reap some substantial benefits. Facebook has reported in their statistics that some 8,452 videos were uploaded natively in June 2015. Between them, these videos were viewed 1 million times. 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. This demonstrates that people require less videos on YouTube for it to be popular. 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.
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.