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How Brands Use YouTube for Marketing

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We instinctively think Facebook and Twitter when considering options for a social media campaign, but what about YouTube?

In addition to all the cute cat videos like this one, there are some really amazing brand channels. Kraft, for example has created a channel with tons of short recipe videos. Jimmy Fallon provides clips for recent episodes of the “Tonight Show” on his YouTube channel. Red Bull provides a first hand look at all things extreme on their YouTube channel. So it really doesn’t matter if you are looking to promote a product, service, or program YouTube is a dynamic, vibrant platform to do it.

red-bull-youtube-channel

Marketers, like yourself, have taken notice. During the past few year’s upfronts, advertisers are increasingly combining digital video with other formats to create synergized cross-platform campaigns.

Does YouTube Impact SEO?

And why not? The addition of video does wonders for your SEO strategy. YouTube is one of the largest search engines in the world, second only to Google. It boasts nearly the same number of users as Facebook, reaching more than 1 billion unique users per month. Additionally, content is king and videos are the kind to content that gets noticed. The potential for brand awareness and reach is astounding. Videos rank higher organically on search engine result pages, so for SEO purposes, creating a video is an easy way to land on the first page of searches.

Considering YouTube for Your Marketing?

Keep these in mind when considering adding YouTube to your current media:

  • Among YouTube’s ad inventory options are video ads within ads (or preroll ads), display ads alongside a video page, or on mobile YouTube apps.
  • YouTube’s Promoted Videos are priced using a cost-per-view (CPV) model. Advertisers are only charged if the first 30 seconds of the video are viewed. It works like Google AdWords and even has options that will post your ad on days when search traffic is higher.
  • Keep ads short. Studies show more than half of respondents will watch an entire pre-roll video ad if it’s 15-seconds or less. As ad length grows, viewing time decreases. It’s vital that you get your message out within the first few seconds of the video.
  • Branded YouTube channels are free but can be made more elaborate depending on your budget.

YOUR TURN: Have you utilized YouTube for a marketing campaign? If so, how did it turn out? What do you like/dislike about YouTube Marketing?

 

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On June 25, 2015
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