Promoting
videos in YouTube is not all concentrated on the quality and content
of videos. Creating a good video does not guarantee success to get a
massive number of views. The catch here is to make the video reach
the targeted audience so that they could view them. Promoting a video
on social media is no doubt an effective measure to do that same.
That is, making the video advertisement to reach its targeted
audience. However, measure like using paid media and paid views is by
far more effective than the former. In paid advertising, video
content can be optimized for better view and better reach throughout
consumers bases. But the strategy needs some prior homework. Thus,
Video Publishers and marketers must review a few important
aspects before rolling out a full fledge video advertising strategy
in a massive platform like YouTube.
In YouTube, using the TrueView Ad format to decide on the correct ad
format is recommendable. It allows three types of ad placements. The
In-Stream, In-Display, and In-Search. The In-stream ad are the
skippable formats that appears as Pre-Roll videos. They can be
skipped after 5 seconds. If a viewer is interested in watching it, it
may be allowed to continue after the first five seconds. YouTube
counts the view to be payable only if the user watches it up to 30
seconds. Hence, technically, there are no requirement of payments to
YouTube if the ad in skipped after the first five seconds. The
In-Display ads appear as the thumbnail on the right-hand panel along
with recommended videos. The third type, In-search Videos appears on
the search result page.
There
is a need to optimize the video especially for paid promotions. The
first five seconds must be appealing enough to attract the viewer for
the rest of the video. Also, it must contain the strongest message
about the brand to the customers in the first moments. Research shows
that shorter videos has better response from viewers. An ideal length
of a video should be 30 to 60 seconds. The call to action button is
the launch pad to convert the user from a viewer to a potential
customer. A link after the video or in the last 10 second gives the
way to further interact with the brand or get more information of the
subject. Last but not the least, the title matters a lot for
popularity of the video. It should have the popular search terms in
the platform with proper relevance to the content.
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