With approximately 2 billion monthly active users, YouTube ads has a user base that rivals that of Facebook. If your business isn’t present on the site, it could be losing out on a big digital advertising opportunity.
Essentially, YouTube is a video search engine. You can use keyword targeting tools across all Google properties, including search history outside of YouTube, when you advertise on YouTube. Following that, marketers may target in-market and custom-intent consumers on the video platform by combining this data with keyword research.
You should be aware of what you’re getting into when you start developing captivating video content because it frequently requires more time, money and resources than other ad types.
You’re in luck because we can provide information about creating YouTube video ads. You’l find some useful suggestions and best practices for YouTube in this article, which will help you organize your upcoming campaign and improve your chances of success.
The Fundamentals for YouTube Ads
Consumer behavior is evolving. The audience is changing. Anywhere, at any time, people are watching video materials. Brands and marketers need to reconsider and adjust their creative strategy in order to keep up. The solution is as easy as ABCD.
Attract. Brand. Connect. Direct.
Your essential basics for creating videos for YouTube are quite important. To engage viewers in an ad’s first seconds, use a developing narrative arc. To grab and hold your audience’s attention, get your story going quickly and maintain an optimistic tone.
You also need to build for mobile and sound on. To make your ad apparent on a small screen, use tighter framing, faster pacing, large-type supers, brightness, and contrast. Utilize the ability of audio components to enhance and reinforce what is happening on screen, such as music, conversation, and sound effects.
It’s also significant to consider changing up the traditional story arc for a more active, engaged viewers.
Four Important Pillars
1. Attract
Attract attention from the start. It’s quite important to get attention early on regardless of the format. You have to front load your story arc. So, it’s crucial to think about whether there is an immediate hook in the beginning of the video.
Using familiar and popular faces in the video is important too. Featuring a person at the beginning can lead to viewership rise. It’s also significant to give attention and be thoughtful with your music. No clear correlation between music and brand lift is a good way.
You can consider creative styles and manners in your videos. There are multiple factors impact ads people choose to watch so consider testing different versions to see what works best!
2. Brand
Brand naturally with purpose and integrate your brand meaningfully. How and when branding looks can effect the brand performance lift metrics. Brand placement matters a lot in YouTube video ads. Integrating your product in natural usage in the first 5 seconds is associated with higher recall.
If people appear in your video, have them mention your brand. Audio mentions of your brand by people on screen are connected with better results for Ad Recall and Consideration than audio mention by voiceover.
Let your objective decide the most effective logo placement for your ads. For Ad Recall, integrate your logo into the story or feature it on the product itself. For Consideration, integrate it as a super, text overlay or persistent watermark.
3. Connect
Connect with the viewer through emotion and storytelling. Longer watch time is connected with a lift in brand awareness and consideration. You can use the power of audio. Audio and video together drive stronger brand results than the video alone itself. Use audio to reinforce a key brand message.
You can break the fourth wall. Use on-screen talent to interact with the viewer. There’s significant association with brand lift performance. It’s also possible to consider quick cuts. Initial studies show that increased pacing helps keep people watching longer, especially on mobile.
You’re able to create an emotional connection. Humor and suspense have shown an increase in ad recall. You can analyze and test. Retention curves help decide where viewers drop. Test different versions of your creative to see what works best for your brand.
4. Direct
Direct the viewer and be clear on what you want people to do. Clear calls to action are great way to drive brand lift. It’s better to be just clear and direct on what you want people to do, whether that’s clicking out to your brand’s website, watching another video, or subscribing to your channel.
Using platform features are also great way to direct the viewer. Info Cards, End Screens and CTA Overlays can provide an easy path to continue engagement.
Wrap-up
Utilize this useful schedule to organize your upcoming campaign, using ABCD as the cornerstone, from the short stage to post-production. If encouraging action is your main goal, arrange for a developing story arc and make sure your message is focused on the offer and CTA.
Going for mobile-first and sound on is a better method to engage with viewers. Think about your topic(s) and the narrative’s usage of emotive and practical levers.
For your pre-production:
- Consider taking close-ups of your subject.
- Include images that are exclusive to your brand while incorporating your logo into the narrative or on the product.
- Think about who is saying what. Keep in mind that brand remarks made in audio by persons who are featured on television have higher impact.
For your post-production:
- Make sure the video opens with individuals on screen and has a quick pace.
- Describe your brand or product in the first five seconds.
- Use your logo as a persistent watermark, text overlay, or super.
- Use text cards, simple animation, or voiceover to communicate offers and precise CTAs.
When thinking about building effective video ads for YouTube, ABCD is a great place to start for your business success.
