According to Tubular Labs, 654.7 million videos have been uploaded by 66.7 million creators in the last 365 days to more than 30 video platforms. And these videos have 2.8 Trillion views, or an average of 4,390 views per video. According to an AOL State of the Video Industry report, desktop video spend grew from USD 3.7 billion to nearly USD 4.7 billion in 2014–2015 (a 27 percent growth), while mobile video grew from USD 1.5 billion to USD 2.7 billion (75 percent growth). While short-form dominates as a percentage of content monetized long-form mobile video has a growing share of viewers for online video on Smartphones.
Snapchat’s rise to have almost the same number of daily video views as Facebook with only a fraction of the user base, while also being 100 percent mobile, is something that a lot of marketers missed in 2015.
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.
Video is known to improve ROI for your content marketing. With online video focused on millennial audiences being more app driven, the advertising will be driven by intent and behavioral data. According to Media Post, To enable digital video advertising to deliver on its full potential — reach, intent-driven viewing, engagement, and targeting — in 2016 marketers will consider the major video platforms, such as YouTube, Facebook, and Instagram, in unison.
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.
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.
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
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 On 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.
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.
Source: Pixability, YouTube Insights, AOL, Momentology