Is YouTube Worth It In 2021?
When you think about marketing through Google, your first thought is likely going to Google search or Google display network ads.
A combination of search and display ads can do wonders for attracting prospective clients to your business, driving awareness in relevant industries, or re-engaging with valuable customers.
But those two don’t have to be the only contributors to your Google advertising strategy.
There’s an underrated player in the realm of display advertising – and it’s time you paid attention to it.
YouTube is a part of the Google display network and is the largest video platform in the world. That’s a lot of eyes on your content.
How big is it, really?
Well, 16.3 million Aussies spend just over 25 hours every month on the platform.
So, why should you consider it?
1. It’s tailored to each viewer
Video platforms and the way audiences watch video has changed dramatically in the last 20 years. We’ve gone from watching traditional prescheduled tv spots to our own individual programming, tailored by our searches, the content we consume and our subscriptions.
Watching YouTube is a very personal experience. You will happily dive down the deepest rabbit holes on the most obscure subject matter on YouTube, purely because it interests you, and you alone. Frankly, to have a friend or colleague dig through your YouTube sub feed can feel like a violation of your privacy.
But how does this impact your marketing success? Well, people are far more likely to respond to content that speaks directly to them.
2. You pay for engagement
Pay per click advertising is built around the user’s response. If no one responds to your ad, you don’t pay, simple.
On Google you pay for an action taken, for someone deciding that what you’re offering is worth them investigating further.
YouTube ads are built no different.
With your typical discovery banner ad or video in-stream ad that plays before, during or after the users selected video, you only pay for a click through to your website, or if they viewed past 30 seconds.
This is ideal because you can structure your creative around these parameters so that every dollar you spend is on someone who is genuinely interested in what you offer.
For example, with an instream ad you try to qualify the user at the very start at of the video, by being direct about who the ad is made. That way, the person viewing can decide to skip if they aren’t your target audience (and you don’t pay a cent).
3. It’s just like primetime TV
You don’t have to pay a premium to get the prime spot in between people’s favourite shows on televisions anymore.
With the rise of the YouTube app on smart TVs and streaming devices, it is now easier and cheaper than ever to present your product to viewers in the living room.
There’s something to be said about your ad being viewed on TV that gives you a certain level of authority or recognition. Naturally, when we see a TV ad we think big/credible business.
4. Measuring performance and tracking results is a dream
Unlike most traditional advertising media, you can track exactly how much engagement your ad has gotten and how many of those users lead to a sale or lead.
Better yet you can also retarget people who have watched or interacted with your video ads.
This can lead into either very basic or quite in-depth video ad sequences.
One of the more popular video ad sequence strategies among YouTube advertisers is Tease, Amplify & Echo.
First, tease your audience with short and sweet ads that stir up interest but don’t go into too much detail.
You then amplify your message with a more long-form in-depth video that can address any concerns or potential questions from your audience.
Using the engagers from the amplify list you then use short call to action video ads that echo your message and remind them to act.
5. You don’t need big media budgets to make an impact
Many people believe to make it on YouTube you need to have some grandiose video production akin to that on tv. This is not the case.
The content people view on YouTube is incredibly varied in quality.
You can go from watching silly dog videos filmed on a 6th generation iPhone to watching Late Night with Jimmy Kimmel in a matter of seconds and not blink an eye.
Ads on YouTube can easily blend in with the content being viewed as there really isn’t a set standard like there is with traditional TV ads.
So long as your message is clear and your targeting is on point, you can go far with simple videos on YouTube.
If you feel as though YouTube advertising could be a worthy addition to your marketing arsenal, get in touch with us today.