When creating a video with a business objective, we must seek to resolve the doubts or concerns that arise when making a purchase decision and that facilitate it.
By Raúl Vega
If you're not investing in video marketing in your digital marketing strategy, there are many opportunities you're missing. Videos can be used to increase your search engine rankings (Google), improve conversions on your website, bolster credibility through testimonials, engage your social channels, build your affinity with the brand and most importantly, provide a useful way for your audience to absorb information about your product, brand or service.
Specifically, YouTube is the first online video site and the second search engine after Google. More than a billion unique users each month decide to search for information and topics of interest within this engine. Every minute that passes more than 72 hours of video are loaded and more than four trillion hours are consumed each month.
Within this platform, ads can be targeted and appear only to the audience that interests us correctly. Generally, videos of short duration, that is, less than ten minutes, can be announced.
For all the above it is essential to advertise there and offer the product or service that you are interested in promoting. Here we will not only be able to have the right audience and communicate the information to them, but we will also be able to achieve a level of participation and connection to other of our web properties.
There are several types of advertising formats on YouTube depending on the country where you are. Among the most common are:
1. Masthead:
The top of the YouTube homepage is reserved for 24 hours. This can be purchased for the mobile version, desktop version or both.
2. Trueview In-Stream:
They automatically appear as an ad prior to the playback of the video we were ready to watch and the option is given to skip or skip the ad after the first 5 seconds.
These ads may appear on the YouTube page as well as on the Google Display Network.
In this modality you pay for those ads that were seen for more than 30 seconds. If the user clicked on skip the video or change video at that time, it will not be charged.
It is recommended that the length of the videos be less than 3 minutes.
3. Trueview in Search Results or In-Search:
They are known as the promoted videos that appear in the search results (usually at the top) before searches made with terms related to our video.
The system will take into account the keywords we have entered in our videos and will show this content to users who might be interested in it.
Unlike the previous format, these ads will be paid only if the user clicks to view the ad.
4. Trueview In-Display
It consists of a text and a thumbnail image that are displayed to the right of the video to be played and above the list of suggestions (similar videos).
This option pays when a user clicks on the ad to play the video.
These ads may appear on the YouTube page as well as on the Google Display Network, but not in search results.
When creating a video with a business objective, we must seek to resolve the doubts or concerns that arise when making a purchase decision and that facilitate it. You should create content related to the information your audience is looking for. Ask yourself what is the biggest problem or the most common question your audience is facing, and then answer it through your video in a very specific way. This way you will be providing information that will position you as an expert in the subject.
To help build your video content, you can use Google's keyword search tool (https://adwords.google.com/KeywordTool) and Google Uber Suggest (ubersuggest.org) to determine what questions people are typing into search engines.
Some recommendations to keep in mind for the creation of your video and its application in online advertising are:
Call to Action: You'll want to make sure this part of the video stays on screen long enough for viewers to actually take action, whether you want the user to visit your website or call them on the phone. In addition, these calls to action should be included in your video description to make it easier for the viewer to click on your link and be taken to your website.
Shorter is better: according to a study conducted by Wistia "the 30-second video was watched at 85% of its length, while the 2-minute video was watched on average 50% of its length. Give the most important message and get attention in the first few seconds.
Ask users to subscribe to your YouTube channel and ''like'' your video: this way, the next time you upload a video, subscribers will receive a notification and there will be greater chances of exposure.
Testimonials: these produce more impact in video than one in written form, since they connect with people emotionally and visually and are perceived as more authentic, which will help us increase our credibility and reputation.
Frequency of views: Limit the frequency at which the same video appears to the same person so as not to oversaturate it.
Measurement of Results
Like any of your marketing efforts, it's very important to measure results so you can determine how to improve your campaigns, reduce your costs, and increase your ROI. You can use YouTube analytics to determine the performance of your videos and gain a deep understanding of your content, audience, and strategies that further enhance your campaigns. Here are some of the metrics and key performance indicators you should pay attention to when looking into these reports:
Views. Total views for the selected data range.
Second seen. Estimated time your audience watched the video
Traffic source. How the video was found.
Demographic and geographic data. Who is watching the video and the location from which you are watching it.
Public Retention. the ability of your videos to retain your audience.
Now it's time to get creative, try different ideas, and start engaging your audience through video marketing!
*Raúl Vega is a digital marketing consultant with WSI, one of the leading Internet marketing companies in the world. They offer all kinds of services related to the digital marketing industry. If you would like to contact him to answer any questions or learn more about his services, do not hesitate to write to [email protected]
