YouTube presents brands with different ways to advertise their video content. Some methods work undeniably better than others depending on the specific type of content, and the YouTube Playbook for Brands urges readers to make those distinctions.
With that in mind, here are some guidelines for your brand to follow when it comes to promoting online video via YouTube.
1. Always Answer Consumer Queries First
Viewers who are engaging with your brand for the first time probably have some questions. What exactly does your brand do differently from others of its nature? What makes it unique? Who is the product meant for?
To answer questions like these, your brand should always promote its hygiene content. It should be available constantly and show up first thing when possible consumers make relevant searches. Thus, “always-on” campaigns that use TrueView in-search work best to promote what viewers always want to know.
2. Cater Regular Content to Your (Potential) Regulars
If your brand puts out certain content on a regular basis (say it’s sponsoring a concert series or creating weekly DIY videos), it’s best to showcase that to the viewers most likely to tune in so often to your channel.
In-stream advertising lets you target specific demographics, so you can make sure your ads supporting hub content appear in front of videos about topics that relate to your brand or to viewers that indicate interests in line with your product.
3. Don’t Be Afraid to Make a Big Impression
If your brand is trying to spread the word about a major, short-term event, go for the YouTube masthead. You can book a spot there for a full day, therefore resulting in massive reach and creating a sense of urgency around your time-sensitive promotion.
4. Tack on the Famous “Subscribe” Button
Like promoting via the masthead, using the digital video platform’s mobile roadblocks allows your campaign to run for a full 24 hours as a pop-up ad on mobile devices. Though you can’t annotate mobile videos on YouTube, you can ask viewers to click “subscribe” on these roadblocks, so take advantage of the opportunity!