Reaching your audience via YouTube is one of the most powerful marketing tools at a company’s disposable. It doesn’t take anything more than the simple recognition of the monetisation and optimisation of their pre-video ads to know that this is true.
Having said that, there are very few of us out there that can say we don’t huff and sigh away at the five seconds it takes before we can hit the ‘Skip Ad’ button and move onto the video we wanted to watch. So, what is the worth in these ads and (more importantly), how do you go about making the unthinkable: the un-skippable YouTube ad.
At first, the idea of creating an advert that will most likely get skipped at the soonest possible point seems crazy. However, you might be surprised to find that in fact, brand recall is increased by 22% even amongst those that are serial ad-skippers. Of course, it’s far better if they would watch the whole thing, but at least there’s some reassurance that even a skippable ad is beneficial. Despite this, creating an ad that doesn’t get skipped is obviously the main objective.
Creating an un-skippable ad can essentially be broken down into three main criteria: capture, brand and action. (Forgive us for the accidental yet sickeningly sweet reference to lights, camera, action). If you are able to harness these key areas, you will be on your way to creating a hyper-watchable YouTube ad. They can be explained as follows:
With a ‘Skip Ad’ ad, you’re looking at anything from 12 seconds to just over a minute, anything more than this and you should work in movies, not advertising. However, if you don’t get the audience’s attention in the first few moments, the rest of the video is pointless. So, how do you capture the audience’s attention from the get-go? Here are two quick tips:
Get your viewers involved: by choosing to approach your YouTube ad from a two-sided angle, you can tempt the viewer into watching the whole video. You can do this by asking them a question from the start (e.g. how many dogs are in this car?), or by inviting them to touch the screen and make it part of your video concept.
Make the ‘Skip Ad’ button obvious: Acknowledging the skip button is nothing new, but it is still effective, if not just for the sheer number of ads that ignore it completely. Incorporating the skip button will make your viewers hesitant to skip but your video concept has to be strong enough to stop them from skipping.
If you’re lucky enough to capture the audience’s attention, you need to think about branding your video. There are a number of ways of doing this, and the most obvious is to incorporate the brand logo. Research shows (from Google, no less) that a brand logo in the first five seconds increases the chances of your ad being skipped. However, brand recall and awareness are also increased with this method. On the flip side, if the branding is gentler in the first five seconds then people were far less likely to skip, but the recall and awareness are decreased. So, it’s clearly about getting the balance right. Our advice (which is also based on almighty Google research) is that if you choose to show the brand logo in the first five seconds, then tie it into your product or service. People are less likely to watch and remember brands when the brand logo is floating around the screen somewhere (plus, it just looks lazy).
Lastly, is the active element. If you’ve managed to keep the viewer watching until the end of the video, anything less than nailing this part makes everything that’s come before it, pointless. The vital part of this is keeping it simple. Make one call to action and stick to, so you can ensure that your viewers know what you want them to do. So, if you want them to book a ticket, say it, if you want them to click for more information, say it. Obviously, there must be an element of creativity which persuades them that it’s worth their time, but that all depends on your video concept.
Creating an ‘unskippable’ YouTube ad takes some doing. The convenience of the ‘Skip Ad’ button is too difficult for most viewers to resist. Essentially, it’s all about making original and exciting content. If you’re stuck for a place to start, hopefully, our guidelines will give you some encouragement.
Users want video, it’s as simple as that. It has become the format that people are used to: they prefer videos, they trust videos, they automatically gravitate towards them. This is undeniable. The great news for companies is that video is also a great way to improve your website and increase sales. Win-win. Here’s why it works.
When a user visits your site, one of the first things they will notice is whether it has video – 60% of site visitors will even watch a video before reading any text. (source: Diode Digital) It has become the most effective way for companies to communicate with their customers. Why is this? Well, it partly comes down to ease of access. Getting information without taking the effort to read is one video’s major selling points. In fact, 4 out of 5 consumers prefer demo videos over reading instructions. (source: Animoto) If you need anything to convince you of this, look at Jamie Oliver’s tutorial video, ‘How to cook perfect scrambled eggs’ – this might seem like something dull to watch, but it’s been viewed over 11 million times.
You can argue that Jamie cooking up some breakfast grub isn’t relevant to brands, except that you can’t, because it is relevant. Brands have already recognised that imbedded video on their website improves its performance. On-site video is massively important in making sure your page ranks well on search engines and is therefore far more likely (53 times more, in fact) to be viewed by the consumer.
Anyway, back to Jamie’s eggs: we expect to see brands moving towards a video strategy of tying their own product demos into search queries like clever Jamie. This is mainly because YouTube is the second biggest search engine in the world, so if you have a video that performs well on YouTube, you will bring huge numbers of people to your site. That is why embedding your YouTube videos on your site rather than uploading them is crucial. There’s no need to slow down your website by uploading heavy video files when you can embed them and make the most of the second largest search engine in the world. It’s effectively the digital equivalent of hitting two birds with one stone.
If you’re convinced by now that video is the way forward you should be asking one important question: what kind of video works? Well, we have some tactics that we think are pretty vital.
Firstly, make the videos short. One of the main points of a video is explaining something faster and more effectively than written content. So, keep it under one minute where possible but two minutes is the limit: no director’s cuts.
Secondly, don’t stretch yourselves too thin. Try to keep each video about one specific aspect, product, service or topic rather than covering a number of things. It’s a lot more effective for the consumer to remember one clear piece of information about what you’re offering than it is for them to forget four vaguer things.
Thirdly, video is nothing without audio. You will undoubtedly already know this from the number of fantastically vivid concert videos you’ve got on your phone that are accompanied by an unrecognisable crackle that’s meant to be your favourite song. So, make sure the quality of the audio and the video match up.
Lastly, a little bit of digital savvy: create a video sitemap. Basically, a video sitemap organises your video content into related categories, this helps Google’s crawling mechanism to find and understand the video on your site. If Google can do this, it will rate your site more highly, which will raise you in the Google rankings, which means your site will be more likely to be seen, which is something that we’ve already mentioned is very important to increasing customer numbers.
To put it simply: video works.
If you’re already bought into the idea of video and want to learn more then check out our tips for creating cost-effective video here. If you’re not, then get in touch and we’ll have you convinced by the end of the call!
In case you’ve been living under a rock, video is a massive deal. More people watch video now than ever before. YouTube alone registers billions of views every single day and seeing as Google owns YouTube you can’t afford to ignore the importance of this definitive digital duo – at all. The only thing you have to consider (especially for you smaller companies) is how to make your video effective for your site and easy on the wallet. Here’s our list of tips to make that happen.
You’ve heard the phrase, ‘you’ve got to learn to walk before you can run’, well this method is the digital equivalent of taking your first steps. Which is not to say that it’s not effective. Screencasting programmes such as ScreenFlow records various pieces of footage of you using your screen which you can string together into a piece of video content. It gives an ‘over-the-shoulder’ style which gives a personability to the content. Make sure to accompany this with audio of a convincing script and you’re good to go.
Invest in a good microphone
Now that it’s been brought up, audio is everything to video. They are co-dependent and nothing without each other – aww. Without good audio, great video footage is pointless. Think of Planet Earth without Attenborough’s smooth voiceover and you’ll get where we’re coming from. With that in mind, it is vital to invest in a quality microphone.
Making the most of the people around you is the sure way to create a good piece of video content: it gives you an increase of control, allows for more collaboration and is cheaper than outsourcing. Chances are that somebody in your company considers themselves to be an unleashed Spielberg. So, unleash them.
Video testimonials are an extremely popular technique used by companies the world over. There’s something endearing about watching ‘Julie’ or ‘David’ give a real-life opinion on your product. They increase trust from the viewer, plus they’re easy to record. In fact, an extremely high-quality video testimonial can appear insincere so this is one of the easiest ways to create good video. Don’t believe us? Think of Microsoft AI new ad, and reconsider.
Use free-to-use video and images
This is a technique for all the creatives out there. Using video and images from sites such as Pixabay and Unsplash is completely free and can create highly effective video content in the right hands. Ask the most creative member of the team to think of themselves as a collage artist and let them have a go.
Use Upwork and Fiverr
You don’t need the finest video editors and actors on the scene to create good video content. Using freelancers on sites such as Upwork and Fiver is an extremely cost-effective way to get good results. The competition on these sites is astounding, all you have to do is pick a dark horse and you’re onto a (cheap) winner.
YouTube is the second largest search engine on the internet and it’s only getting bigger. With the video-loving public always on the rise, creating video content is the most effective way to expand your business. We’ve given you some great tips for creating cost-effective video content above, and without sounding too preachy, you’d best to take heed of them. If you need more convincing that we know our stuff, take a look at our other video-focused blogs here and here.
Customised landing pages are nothing new to the world of PPC ads. Clicking on the sponsored search result would take the person to the landing page from which they might go onto the rest of the site. However, building strong landing pages for category pages on e-commerce sites is becoming a priority in itself – with or without PPC activity. It was thought that the best way of doing things was to structure the site so that people could reach the content that they wanted in as few click as possible. That’s all good and well for customers with a specific product in mind. But what about everyone else? Users aren’t always sure of the specific products or services they’re after, maybe they’re looking to ‘browse’ or compare different styles, trends and sub-ranges. A page of products simply doesn’t tick that box.
A category landing page needs to almost be a homepage within itself. Say you ran an online fashion retailer. An example of a category landing could be one for dresses. It would act as a ‘homepage’ for the dress section of your business. You could use it to highlight seasonal trends or to showcase a lookbook of dresses in a certain colour – autumnal aubergine, let’s say. The page could differ from purely static content and include a widget that dynamically pulls in your blog content relating to dresses. You could equally well have category landing pages for jackets, trousers and accessories.
The most important thing a category landing page can do is to inform people of the products or services that a business can offer. There needs to be plenty of good text that informs your audience and prospective customers about your products. This has two benefits. Firstly, it will push you up the search engine rankings. The average page at the top of Google’s search results contains 1,890 words. The more text that is on your page, the more likely it is to show up at the top of results. Secondly, it offers the visitor to the site lots of information that they will find relevant to what they are looking for. Having a lot of text alone will not make it a successful category landing page; it needs to be good content in order to fulfil this two-fold function
Having text on a page is all well and good but, if it is organised into one huge block, very few people are going to take the time to read it. The text needs to be sectioned out across the page. ‘Read more’ buttons can be used to hide some of the text if necessary, allowing the user to only really see information that is relevant to what they want to find out (in short: information they can be bothered to read).
The best landing pages have more than just well-organised text. They have a mix of content forms. Good, varied content also gives you the opportunity to organise your page in a way that works aesthetically. Images and video content are important as they enable the viewer to quickly scroll through your landing page to the place where they want to end up. Including videos and images on your landing page will increase your Google ranking. Pages with images outperform content without any images.
Category pages need to offer your users a broad range of propositions. You need to give them the content that they want to read as well as pointing them to information that will inform them further. These pages need to be guides to your business and product rather than pages that are constantly pushing the user to convert. This may seem slightly counterintuitive but, by not constantly trying to get visitors to your site to convert and by educating them instead, you will create informed users. Getting people to engage with your brand in this way will lead to a longer-term, more valuable increase in sales and consumer loyalty. Users who feel like they have been educated by your site are far more likely to be loyal to your brand and to potentially become its long-term advocates.
Users who reach your site for something very specific – a floral print knotted dress, let’s say – don’t want educating, they’re well informed, they’ve finished browsing and know what they want. In these instances, give them what they want and give it to them quickly. Show them the product and how they can convert.
There are multiple benefits to category landing pages. They encouraging greater brand loyalty, push you up Google’s search rankings and educate people about your products. This will all serve to increase the traffic to your site and improve the brand loyalty of your customers.
YouTube is an immensely powerful platform for marketing. 59% of executives prefer watching video content over text-based content and, in an average month, 3.25 billion hours of video are watched on the site. In order to help you capitalise on this audience, here is Terrier’s A to Z of YouTube marketing:
YouTube, and video content as a whole, is a great way of showcasing your brand’s authenticity and personality.
On all your video thumbnails, you should use a brand watermark. This will make the content on your channel appear more organised and instantly recognisable.
Respond to comments left on your videos, take on feedback and interact with your viewers. If, you interact with those who view your content, they are far more likely to regularly watch your video.
Make sure that you know the demographic that watches your channel/you want to target. What platform do they access YouTube via?
Work out where the engagement is. Try various things and see what has the most views/comments. Once you know what type of video content they engage with, you can build on and expand that format.
The greater frequency with which you upload content onto your channel, the more content there will be for people to watch. Your content may find a greater reach as a result.
Get to work with YouTube marketing. Creating good content, replying to comments and generally maintaining a channel takes time. If you want to achieve the best results possible using YouTube marketing, you will need to put in the effort.
There are three types of content that you can have on your page: hero, hub and hygiene. Hero content is for large campaigns, hub content is there for you to push to your regular viewers and hygiene content is used to attract viewers to your YouTube. Using all three types of content goes a long way to having an effective YouTube channel.
You need to introduce yourself and your brand. You can place an introductory video on your channel page so that anyone who lands on it can instantly know what your brand is and recognise its ethos.
If you want to reach large audiences, you could join forces with another channel. Getting a well-known vlogger to feature on your channel, for example, will increase your audience as they will share the video with their viewers. Do not, however, team up with any competitors as they may steal your audience.
Keyword research is just as important for YouTube as it is for mapping your site – try and build a database of super relevant long-tail keywords.
You may need to make longer videos for your channel. If this is the case, make sure that they are easy to find for those looking for them but not the first videos people visiting your channel will see as the length may put them off.
YouTube is very much mobile-first, especially with younger audiences. Focus on short and sweet videos. Also, pre-roll ads are an incredibly effective way of marketing your brand to mobile users – so consider putting budget behind that.
Increase the number of subscribers by having clickable overlays on your videos that allow them to subscribe and be notified when you upload new content.
Use outreach to target vloggers of influence. Working with influencers who fit your brand’s ethos is a great way of spreading advocacy and trust in your brand.
Managing your content via playlists is one of the best ways of organising your channel into related, thematic sections – this will help keep engaged viewers on your channel, watching multiple pieces of content in a row.
Don’t shy away from questions. As earlier, answer them in the comments but, for some queries , it may be worth making a video in response, giving your viewers content that they want.
Create resonant content. If you know your target demographic, you can make content that will appeal to that group.
Share your content across all your channels. Don’t just rely on people viewing it when they are on YouTube. Post it on your social media or imbed the videos into your website to increase your channel’s reach and audience.
Give all your videos themed thumbnails that are uniform, this will sign post the different types of content you make to viewers – check out Jamie Oliver’s channel for a great version of this.
Upload as much content as you can. Just as with frequency earlier in the list, getting as much content uploaded as you can is key.
Make content you think will go viral. If you make a catchy or quirky video, it may be shared beyond your target audience, spreading your brand too.
Keep this fundamental question in mind: Why will people find/watch/enjoy this video? Making sure your channel responds to real searches is key as, after Google, YouTube is second biggest search engine in the world.
Allow YouTube to be a xenagogy, a guidebook, for your brand. It is important that your brand is properly reflected so that those engaging on YouTube will find information in the same tone and style across your other channels.
Finally, Z is for Generation Z. YouTube is their platform, so if they’re a relevant demographic for your brand make your YouTube channel for them.
With its large audience, YouTube can allow you to reach an audience that is not possible with different methods. YouTube can be used to create a dialogue between your brand and those who follow it, giving your business a friendly and approachable outlet. Following the information in this A to Z will give the key bits you need to get started with YouTube marketing or to improve your current campaign.
If you want to produce better results in your advertising strategy, retargeting people who watch your ad videos can drastically increase your conversion rates. This is because you only retarget people who have shown an interest in your brand by fully viewing your first video. This type of retargeting is incredibly efficient – however, to realise it to its full potential, strong video creatives are a must.
With multiple creatives, you can then retarget users who view the 1st creative with the 2nd, 2nd with 3rd, so on and so forth. Your strongest piece of content should be the one that you promote to prospective customers.
Say you are a company that makes chocolate bars. You could target your advert to only show them to people who live in a 1km radius of shops that sell the bars. You can track the people who view this content, rather than skip it, and retarget them with a series of further ads, limiting a lot of your ad spending to people who have already shown some interest in your product. The benefits? Read on:
In your retargeting campaign, you can shuffle your ads to find the order in which they are the most impactful. For example, you might notice a decline in engaged viewers for your Fairtrade ad, but your ad about giving profits to charity has a much higher level of engagement. You can change the order in which your ads are shown to your target audience. If the profits ad is the most successful, it can be shown before the Fairtrade ad to ensure you have the maximum number of people to retarget.
You can also use this data when launching your next campaign. If the profits ad is the most successful, it may well be worth using it as the first ad that you show to people.
Multiple creatives allow you to advertise the individual unique selling points (USPs) of your brand. For example, your chocolate bar might be Fairtrade. This could form the content for one video. Your company gives 5% of its profits to charity. This could form another video. You get the idea…
Retargeting with individual USPs is much more effective than creating one piece of content. If all your USPs are in one video, it is likely to be too content heavy and will not really register with the viewer. Retargeting enables you to establish multiple USPs that will help users to know the identity and ethos of your brand and will, eventually, encourage them to buy into your brand.
To achieve your marketing goals, you need your customers to confidently recall your brand after they see your creative. Retargeting users with multiple ads can increase brand recall because you’ll be showing people different creatives at one time, rather than within the same ad.
Avoid inattentional blindness
Retargeting avoids inattentional blindness – when we fail to see objects outside the primary focus of our attention. In the online advertising world, this problem can occur when you show the same creatives multiple times. The overexposure can cause consumers to stop paying attention because the ad no longer stands out to them.
In Google AdWords, you can cap the number of times your ads appear to the same person. This ensures users get shown different creatives, so they do not succumb to inattentional blindness. With multiple pieces of content, you will always be showing people fresh video where they – hopefully – already recognise you brand. The creative is simply showcasing a different angle/idea/USP.
Retargeting engaged video users is a very cost-effective method. After the initial video, you are only spending money on targeting people who have already shown an interest in your brand by watching the first video. This means that even if you show a creative to a small number of people, it’s more cost-effective than showing a creative to a larger, less relevant audience who are unlikely to convert and buy your chocolate bar.
When retargeting with multiple creatives, you can keep your brand in front of people who are familiar with your service. The true power of retargeting lies in the fact that it can be used to increase the in-store sales of your product. Using digital advertising does not limit people to converting online. It is equally, if not more, likely that they will buy your product in a shop. If a person has seen your multiple creatives, your product is going to stand out to them when they are shopping.
Creating multiple video ads can be a powerful way to make consumers aware of your brand and to encourage them to purchase your products.
Content marketing is paramount to the success of your business. When you create engaging content, you can build a community of loyal customers and make your brand an authority. All your content needs to be optimised for Google’s Rank Brain, an AI program that helps Google rank content. It’s one of the most important factors in determining the results that appear in Google. In fact, Rank Brain is responsible for 15% of all online searches. It uses a series of databases to work out a value based on click through rate and dwell time. Behind the scenes, data is fed into the algorithm to make search results more relevant. It’s time to move away from the old-school tricks of SEO and start improving your content for Rank Brain.
Optimise your title tag to boost CTR
The title tag is the most important part of a webpage. It helps search engines understand the meaning of a piece of content. You should focus on creating catchy titles and meta descriptions based on phrases that people are searching for. It can help increase your CTR, which is crucial to getter higher rankings on Google. Search engines figure out whether a website has quality content if you have high click through-rates, and if visitors are staying on your page for a distinct amount of time. It’s important you strike the right balance between optimisation and creating content that brings value to the reader.
Invest in video content
Video is the internet’s most consumed form for content. It has grown at a rapid pace in recent years and proven extremely effective when attracting new customers. 90% of users say they’ve watched an explainer video to learn more about a product or service. If you’re launching a new product, video content can do wonders for your marketing. Videos can convey messages more efficiently and engage visitors for longer, which increases your dwell time. Using video content can drastically improve your chances of appearing on the front page of Google search results. The use of video in online advertisement has also been shown to yield higher click-through-rates than standard advertising.
Use Google related search queries in your content
Every day millions of people type questions in Google to get a specific answer. You could be damaging your chances of ranking if your content is not tailored to a question. Many people relied on short phrases in the early days of SEO, but now longer search queries have become the norm. The sheer amount of information on search engines has ensured this change. It’s important you optimise your content for long-tail keywords and search related queries. How do I increase traffic to my site? How do I get noticed on YouTube? These are examples of search queries. Including them in your content marketing can make Google more clearly understand the purpose of your site, which can help boost your rankings.
Write in-depth content
Quite simply: Google loves long form, in-depth content. While shorter content still performs well in search engines, long-form content ranks much higher and it can help establish the brand as an expert on the subject matter. In-depth content has more value, increasing the likelihood of people sharing it on social media. The other reason for writing longer content is that people will spend more time reading it, which means more time on your site. If you want to generate substantial search traffic that increases sales and converts to sign up, in-depth content is the key.
Above all, you should focus on producing quality content that’s visually appealing. It’s difficult to keep up with all the aspects of Google’s algorithm, but as long as you understand how it works and you create relevant content, you stand a good chance of ranking highly.
If you’re a business looking to grow fast, YouTube is one of the best platforms to get your brand out there in front of a huge audience. Video is becoming integral to any marketing strategy. However, there’s a lot of competition when it comes to ranking highly on YouTube. Below, we’re going to tell you how to get seen by the right people.
It’s important that you align your content development with viewer searches. There are tools that can help you find the exact words and phrases people use to search for videos likes yours on YouTube. Keyword Tool and Google trends are free tools that can give you insights into what search terms are being typed on YouTube. It’s best to target keywords that aren’t overly competitive, but are getting a good number of searches. Once you have identified your keywords, optimise your videos accordingly by putting the keyword in the video title and meta data.
The amount of time viewers spend watching your videos is YouTube’s top-ranking factor. Your videos will rank highly if you have strong watch times. It’s not just about clicks, but the percentage of the video that is watched. You’ll be able to see the view times in the Analytics section of YouTube account. There are a number of ways you can get people to watch more of your video. One way you can do this is by immediately grabbing people’s attention by getting straight to the point. Consider skipping intros and build interest by taking the viewer straight to the heart of the topic. Also, include video links in the description to encourage people to watch more content.
Keep it niche
Make sure all your videos have a narrow focus, as this means you can reach your target audience quicker. Keep your topic consistent across all your videos. You should switch up your style and format over time, as your videos don’t have to always look the same, but when it comes to topics, choose a niche and stick to it. That way, you can become an authority for the topic and your videos will rank well for related search terms.
Thoughtful use of tags can help users find your videos more easily. It provides a way for the platform to understand your video content, so it can be ranked appropriately. Only pick meta tags that describe your video and don’t overstuff because this can cause your content to be removed. There should be 10 or less keywords per video and never use the same keywords you used in your title and description.
Finally, if you’ve taken the time to shoot, edit and upload your video, you might as well write out an engaging description. It’s the finishing touch to any video and it’s important for getting your content to rank higher. The description shows up when a user searches for a video, so you use plenty of keywords and remember to include a link back to your site.
Standing out and attracting new customers is a challenge for every brand. In today’s fast-paced market, you need to be as engaging as possible. Animation is an exciting way to visually convey a branded message. If you want to distinguish your brand from your competitors, animated videos can give you an edge on the competition.
Explainer videos get you close to your audience
Animated explainer videos get straight to the point, in a way that’s entertaining and informative. Video content is on the verge of taking over the internet, so it’s an area you can’t afford to skip. They save time and are more accessible than any other piece of content. Explainer videos make it easy for your audience to understand who you are and what problem your service or product solves. You can show exactly what your brand offers in less than two minutes. Explainer videos give your audience information in the simplest way possible. As a result, your audience will have a deeper connection with the content.
Why not create a character in your animated video? It can serve as the face of your brand. When it comes to animation, the possibilities are endless. An animated character can reflect your brand’s personality, and do so without getting caught up in the politics of stereotypes and identification. With animated videos, you can bring any concept to life – all within budget, too.
Animated videos purvey trust
When you create any marketing video, you’re not only advertising a product, but you’re advertising trust. Animated videos can get your brand’s message across more efficiently. We tend to trust things that are simple, yet impactful. Videos with personality and emotion usually stick in our minds. This is why videos can boost conversion rates by 20%. To achieve a strong ROI, you need to create video content that inspires action. If people find your video funny or motivating, they’ll more likely see your brand as a trustworthy and want to share your video on social media. If you want trust from your customers, you have to be transparent. Animated videos enable you to display your company culture in a clear, concise way. Use animations to create honest relationships with your customers.
Like video marketing itself, animated videos can increase your brand’s online visibility. Video is the easiest content to spread through social media and they rank higher in search engines than plain text. Your business and its products can get more exposure with animated videos, which can lead to greater sales. According to Vidyard, enjoyment of online video increase purchase intent by 97%. There’s also SEO value in video content. Video is 50 times more likely to get organic page ranks in Google than plain text results (source: Forrester Research). In an even simpler sense, YouTube is an incredibly valuable platform in itself: Your brand would be found by new, prospective customers constantly as YouTube ranks as the internet’s second largest search engine – after Google, of course.
There have never been more agencies and production companies at brand’s fingertips than there is today. These agencies and companies can now create effective, high quality video content at high volumes and competitive prices. Video content need not be complicated or detailed, it’s very simple:
If this checklist is kept in mind, the video content created will prove highly valuable for your brand, for several reasons. Let’s run through them:
60% of site visitors will watch a video before reading any text. (Diode Digital)
People are now extremely used to watching video content. Online supermarkets, retailers, social media, food recipe websites, news and sports journalism, blogs – all creating video content. The above statistic from Diode Digital speaks volumes about how this appetite for video content has changed the way users approach websites. In short: Watch first, read later.
56% of consumers believe if a company has a website, it should have video content. (Animoto)
Following on from the last point, this appetite for video content has a significant impact on how users/audiences/customers perceive trustworthiness online. If we specifically discuss this in terms of an FMCG brand. If a prospective customer looks at the site of a health-conscious food brand, they are more likely to watch a video on the product than read a text-heavy description (as highlighted above).
Youtube is now the 2nd largest search engine – bigger than Bing, Yahoo, Ask, and AOL combined. (Etail Insights)
Video content is not only valuable for existing customers. Your brand can reach new audiences through video too. YouTube is bigger than all search engines other than Google (above). High quality video content that gets viewed, commented on, liked, shared etc. will become more visible on the platform.
4 out of 5 consumers prefer demo videos over reading instructions. (Animoto)
FMCG brands should take note of this, especially when considering the success of Tasty. Tasty’s YouTube channel has over 4 million subscribers in less than two years and regularly produces content that is globally shared across Facebook, Twitter, etc. Equally, video content can be used in your email communications/newsletters with your audiences – preventing that newsletter from being ignored, or worse, thrown in the bin instantly (hopefully).
Your website is 50 times more likely to appear on the first page of a search engine’s results page if it includes video. (Forrester Research)
The above fact speaks for itself: Video content is also incredibly important from an SEO perspective. Video makes up over half of all internet traffic, so they can generate more leads for your company, earn more revenue and attract more candidates. If you’re thinking about SEO, you should be thinking video.
63% of consumers say companies who use video know how to reach their consumers. (Animoto)
Video allows your brand to extend its horizons when it comes to advertising/promotional platforms. Video content can be shared as Facebook video ads and YouTube TrueView ads – both of which are extremely cost-effective and efficient when it comes to targeting options etc. For example, the radius targeting options on TrueView ads (and to a lesser degree Facebook ads) allow you to set up tight radiuses around locations where your product is sold. You can then run video ads specifically referencing that retailer (ex. a supermarket chain) in the end screen(s)/call to action. A great way of building awareness amongst localised, prospective customer bases.