By Hennessy Cheng on Jun 18, 2018 11:15:00 AM
More marketers are turning to YouTube marketing. YouTube has more than 1 billion users that spend hours on YouTube and generate billions of views every day. Digital marketers cannot afford to ignore it as a powerful marketing tool.
Like the same for any marketing strategy, you should understand your target audience before using YouTube advertising to maximize your marketing efforts.
You need to first understand that people watch YouTube videos not for the ads but for the videos they are interested in. Therefore, advertisements may be seen as disruptive and they will skip your ads altogether. Ensuring your advertisement is relevant and attractive is important.
If you don’t want your advertisement to be blocked or skipped, the following tips will help you develop more attractive ads for your target audience.
- Know your customer
YouTube is a large platform, it contains many audiences from different backgrounds, continents and demographics. Therefore, you need to find your target audience first, as your advertisement will not be suitable to everyone. Inbound marketing suggests marketers to find the right customer at the right time. For example, if your advertisement is about gaming, then your target may just be those who always watch gaming videos on YouTube, because it seems they will get interested in your product. The advertisement should complement the type of video they watch as there will be a higher likelihood that they will not skip your ad. Bottom line here is finding your target audience and marketing to these group of people will be more effective than marketing to the general audience which may not deliver the results you expect.
- Design your advertisement
Sometime when we see an advertisement on YouTube, if the user finds it interesting, they will view the entire ad without pressing the “skip the ad” button. Therefore, you should illustrate your product well in the advertisement or attract people’s attention. Don’t hard-sell to people, as people will hate this kind of advertisements because it seems you just want to sell your product. Therefore, develop an advertisement that is in line with the user’s needs and wants. Also, advertisements should be short so as to capture their attention. If it is too long, they will just skip it and your ads will not be effective at all. You may direct them to your website or social media accounts if they take interest in your advertisement. According to the inbound methodology, the first step is to attract people’s attention. Hence, the design of your advertisement is important in doing so.
- Include a follow-up link
For those who want to learn more about your product and services after they view your advertisement, you can include a link to your website or relevant content offer. By doing so, you capture their attention. If not, they will just forget about you after watching your ad on YouTube.
Don’t forget, YouTube is also an interactive platform, so companies can make use of the comments that users leave and understand them even further. This will enable the business to gain a deeper understanding of the audience they are marketing to.
I hope these tips will help you develop better YouTube ads and see the effects YouTube advertising can bring to your business if you do it correctly.