All brands need to develop their own, unique approaches to advertising on YouTube. Campaigns depend on the product, and while some are best to carry out by blasting indiscriminately across all channels during the Christmas season, others do better as evergreen content in intimate partnerships with specific creators.
However, regardless of the brand, some practices for getting the word out work well in a general sense. Here are some optimization methods as recommended by the YouTube Playbook for Brands that should work for any brand with a video strategy.
1. Start with a Bang
Since TrueView advertising allows brands with paid campaigns to shell out money only when viewers engage with their ads (if they don’t click away in a short period of time, etc.), your brand has got nothing to lose by starting with a major TrueView campaign on the digital video platform. This means that your videos will have a wide reach across YouTube for up to five days after its release.
2. Find Out Who’s Watching
After you’ve forced your brand’s content upon indiscriminate audiences, you can look into who was actually engaged by your brand’s story (it should have a story). Then, send your content out to those viewers again. Those who’ve shown a penchant for your content are more likely to relate to your brand. Check out AdWords to get even more specific by finding, say, those who have liked your videos but have yet to purchase anything from your stores.
3. Target Your Demographic
This is would be an overly obvious piece of advice if it weren’t for the fact that TrueView lets you post your ad on channels that cover certain topics. For example, if you’ve got a makeup brand, then you can put your advertisements specifically on beauty and style channels. You can also show your ads to viewers with certain interests, so those who like video games, as evidenced by their dedication to gaming channels, might be good people to show your game’s trailers to.
YouTube analytics are smart. If you’re a brand, it’s best to use them and the resulting features to create a more precise, more effective ad campaign on the video platform.