Video Advertising Techniques for YouTube

14th November 2016

The wider availability of higher quality cameras, easier to access video editing tools and higher grade PC’s that can handle video editing tasks has led to a boom in video production. Much of this video has been created to share over social media platforms or online video distribution systems such as YouTube. There is also a wide crossover between the two platforms types.

It’s not just video creation that is on the rise, it is allied with video consumption. With many younger people relegating traditional advertising space on TV to their second screen, brands face the challenge of creating more effective video ads to stand out in the overcrowded social feeds.

Social media figures often produce video and this can frequently be used as a marketing tool. There are two main ways to approach the use of these influencers. Namely as an advert, or as part of their video channel.

Using Social Influencers in Adverts

Using an influencer in an advert is the costlier route, however, with high levels of targeting, it is possible to use a short piece of video to take the interaction away from the YouTuber’s main channel. However, to do this justice you need to ensure few key ideas are embedded within the video.

Give customers a reason to watch the video and engage with it.

Ensure that branding elements, as well as the influencer, are clearly visible during the first few seconds of the video. This will at least allow people to discover the content before they reach for the skip ad button. Heavy branding (both visually and if possible in audio) at the opening of the ad aids memorability, even amongst those who do not watch any further.

Adapt to the feed. If your ad is heavily targeting followers of a certain product or lifestyle, ensure that the product matches the expectations of the brand. There is no point using a stereotypical “Rock Chick” for instance to drive home the benefits of eyelash extensions or pink nail extensions.

Once your video is up and running try to target it as part of an in-feed auto play video. These are less annoying when used for branding purposes than pre-roll videos. The downside is you are more likely to pay for people who have left the room, or who have left a PC running as background noise.

This is a trade-off that you should balance and may vary between campaigns

You can also work with influencers within their own channels. An ad here is typically presented at a sponsored video and will not be fired through the Google AdWords platform. As they are presented in a channel, sponsored videos work in a very different manner to advertising.

Typically, there will already be a relationship between the viewer and the influencer. This is someone they have decided to follow through choice, rather than an advert that has been pushed towards the viewer by targeting algorithms.

Whilst the presentation can be more relaxed, the same rules apply. The goal of every video is to improve a brand’s awareness of a brand. Ensure that the video is adhering to the branding guidelines and features a logo or product mention during its open few seconds.

Facebook Live Sponsored Content and Periscope Ads

There is another option for working with influencers on sponsored content that is as yet little explored. That is to create a live sponsored message using technology such as Facebook Live or Periscope.

Facebook Live Ads could be used to draw attention to special events that your brand is running such as flash sales or Black Friday/Cyber Monday or even be used for a sponsored chat between your customers and their favourite influencer.

Whilst the live element is important in attracting the initial views, these live broadcasts are automatically stored by the services, allowing playback to take place later.

The takeaway is that video is engaging if produced correctly. For a visually focused audience, it is a particularly intriguing and satisfying option.

For more on the influencer marketing service available from DOM Marketing visit https://dommarketing.co.uk/influencer-marketing/