Key Insights For Successful Video Strategy

Nike’s #GetOutHere campaign is planned to capture the winter sentiment with 21 athletes making an appearance reliving their favorite snow-day memory, and recalling who they would love to hit with a snowball. According to The Bleacher Report, From New England Patriots tight end Rob Gronkowski and New York Giants receiver Odell Beckham Jr. to United States women’s national team star Carli Lloyd, many of the biggest names in outdoor and winter sports make appearances.

YouTube is known to play an important role in buyer journey,  with Sixty-four percent of shoppers, according to Google Insights and  forty percent growth year-over-year in viewership of product videos such as sneaker pickups, first impressions, and product reviews. YouTube  has created an Awesome Stuff Week with creators for content that audiences are looking at prior to purchase. Awesome Stuff week is a five-day celebration of awesome stuff hosted by tons of your favorite YouTubers. Awesome Stuff Week is a great way for audiences to discover  new products.

For 2014 Holiday Season, Walmart and Target focused on video advertising with Target using mostly TV ad spots. Walmart with online video focused strategy gathered nearly 13 times the Views that target achieved with TV advertising.

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Use Keyword Analysis Tool to improve the search results by identifying the highest impact keywords.

Optimize your campaign in AdWords for the metrics that matter the most to your campaign.

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Use Predictive Analytics to determine the campaigns and the video ad mix that is likely to perform better.

Use Pre-determined Workflows to increase efficiency and efficacy of campaigns. If you are retargeting audiences with video creative, then work on a campaign and creative flow for each stage of customer journey.

Look at all possible channels to optimize video views including Mobile, SEO, email and Social Media.

Use Celebrities to promote your videos for a campaign.

Promoting Video Clips of your ad brings about greater engagement.

Best Practices for YouTube Marketing Success From Top 100 Global Brands Study

Be a well-oiled, consistent, video content machine. The most successful brands have 50 percent more videos per channel compared to the least successful ones. The best-performing brands publish high volumes of content on a regular schedule. Top aggregate brands publish approximately 78 videos per month. Leading media brands produce even more: close to 500 videos per month.

YouTube SEO follows very different rules than traditional SEO. Within traditional SEO—Google prioritizes web pages with YouTube video embeds.
The best performing 25 percent of Top 100 Global Brands took more care in optimizing their videos and channels, maintaining twice the number of playlists and video tags than the bottom 25 percent.

Don’t get caught in the overproduction trap; lesser quality video works well, too The best YouTube marketers produce a broader range of video content.Videos do not need to be prime-time quality because those with lower production value can be just as effective.

Apply an “Always On” strategy to video marketing The most successful brand marketers on YouTube integrate their online video   strategies with their traditional, offline marketing strategies. Successful video marketers don’t hesitate to produce video series for very limited, but highly engaged audiences, such as event participants.  Continued advertising results in sustainable channel growth and subscribers.

 

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Apply branding consistently, intelligently and methodically The top performers consistently brand their videos in both the video content itself as well as in metadata, which includes titles, tags, and descriptions.
An appropriate level of branding within videos is essential because successful YouTube videos are often used outside of the context of a branded YouTube channel, such as website embedding. Over-branding may limit sharing within independent communities of interest

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Adding more content is more important than adding more channels 37 percent of all channels have not been updated with fresh content for over 120 days. Successful marketers have YouTube channels that clearly focus on specific target audiences.

 Engage your community with social media
Facebook and Twitter are among the most important sources of traffic on YouTube within the Top 100 Global Brands. Users frequently share videos on social networks, as video content has greater sharing appeal.  The top 25 percent of brands had significantly higher social sharing of video than the bottom 25 percent.Viewer sentiment is starting to show distinct trends for different verticals. Home and luxury segments have the highest sentiment, while financial services and consumer goods have the least.

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While planning your Christmas Campaigns, remember Unboxing Videos is a Growing Trend

Unboxing video views have grown 57 percent over the past year, and uploads have grown more than 50 percent.  And the unboxing videos have more than a billion views in this year alone.

Checklist for TrueView In-stream and In-Display Ads

 

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Source: Pixability, YouTube Insights

 

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