Did you know that 64% of today's internet traffic is video? And the video share is growing, estimated to hold 80% by 2019. Eighty five percent of all companies today are committed to including video marketing in their overall business plan. 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. But Instagram Video is where people go if they want to learn about brands or see behind the scenes celebrity footage.
It is hard to keep up with online video, because it develops so quickly. As a result, only those businesses that integrate video marketing and SEO in their overall digital marketing strategy can continue to have a niche in the market. While content remains of vital importance, it looks as if there is now a shift towards video content. Video marketing is the 21st century tool for businesses to generate leads, build brand awareness and have open lines of communication with their customers. Video marketing also enables businesses to guide each individual customer through the various parts of the sales funnel. What is even more important, however, is that it is possible to truly track video views and engagement. For a video marketing team, this is the most essential metric of all.
One of the things most video marketing and SEO professionals now focus on 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. A lot of these views are counted because Facebook has autoplay (which can be turned off), but the views still count towards SEO. However, views only count if the video was uploaded natively to Facebook. When you use native upload, you also have the added benefit of being able to use Video Playlist and Featured Video features. The benefits of uploading to Facebook, clearly, are huge. Looking at the statistics for June 2015, some 8,452 videos were uploaded. These videos generated a total of 1 million views. At the same time, however, it is important to also understand the value of uploading to YouTube. YouTube also generated 1 million views in June 2015, using just 5,919 videos. Hence, not as many videos are needed to reach an equal amount of people. Because of these discrepancies, video marketing and SEO are very much about having a presence across all platforms. This is why, as part of the overall strategy, businesses should be able to share the same content in a variety of different places.
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.