For the last two blogs, we have discussed influencers, social media and storytelling with cases that are doing well and those that have potential to improve. This week, we will discuss paid advertisement on social media, specifically on YouTube.
Let me start by asking, do you consider YouTube as a social media platform? If you say no, then you are definitely missing a great chance to advertise your brand on social media.
According to YouTube statistics, there are 1.3 billions of YouTube users watching more than 5 billion videos every single day, and more than half of the views come from mobile and tablet devices. At the same time, the number of advertisers running YouTube video ads is increasing at a speed of 40% per year. We can see that more and more brands are competing for a slice of pie in advertising on YouTube.
Now you would wonder what is it like to advertise on YouTube and whether it suits your need. As an active “New Yorker to be”, I would like to take paid fitness advertisement as an example.
While I was searching for such “+Fitness +New York” videos, a short 30 seconds video from New York Sports Club caught my attention. Within the short 30 seconds, the video depicts a scene of bring the house garbage bin to the pavement so that the garbage truck can take away the garbage.
It first films a middle-aged guy trying very hard to pull and drag the full garbage bin onto the pavement and can’t really catch his breath since it probably felt like a “work-out” to him. Then when the garbage truck came, another guy jumped off the truck, easily grabbed the garbage bin, handling it by one hand and dumping the garbage by raising the bin over his head. Then the garbage truck drives away, and the caption “there is a million reasons to join” shows on the screen.
The contrast of working out and not is clearly and vividly featured by this short video. Even though I am a Life Time Fitness member, this video is making an impact to my schedule today.
This advertisement takes a daily scene to enlarge the contrast between people who work out and those do not, thereby, motivating viewers to work out. Out of text ad and image display ad, I think video display ad is the most interesting and effective one. Sports and fitness is about movement, shape, strength, power and contrast. With a video ad, it is easier to depict the above benefits and at the same time attract attention.
How to social on YouTube?
Utilize Google Adwords. When you get on Adwords, you can set your campaign to Google display and video network, which includes YouTube. Then you can choose from several types of video ads: in-search, in-slate, in-display, and in-stream. Under In-Stream format, you can use Trueview In-Stream video, Trueview Discovery video or “Bumper video”.
The difference is that by clicking on the ad, Discovery ad will take the user to the specific YouTube channel page to view the video, whereas In-Stream ad plays within the current video unit. With In-Stream video, viewers can also skip the video after 5 seconds. Bumper video is video less than 6 seconds and non-skippable. This ad format is paid by impression.
The cost varies, not only depending on the type of ad you run, but also on the geographic location, time you choose to run your ads, and specific keywords you are targeting. Meanwhile, Google doesn’t charge you if your ad is not watched.
Therefore, if you have an engaging ad that has both interesting visual and sound, try running a YouTube advertisement. On the other hand, if you don’t have a video ad that is engaging, maybe you shouldn’t waste the money on any social media channel.