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YouTube Ads for Small Businesses

YouTube is the 2nd most popular social media platform. It is also the 2nd most visited site globally, next to Google. With 1.9 billion monthly active users, nothing can beat the platform’s power when it comes to video marketing. A video marketing agency Hong Kong has noted that: every minute, 500 minutes of YouTube videos are uploaded. It equates to 30,000 hours of videos every hour and 720,000 hours of videos daily. No wonder videos became the most popular way to consume content.

Around 82% of people visit YouTube for entertainment. Only 18% of YouTubers follow a brand or a business channel. But there is no question that YouTube is a powerful branding and marketing tool as 30 million visitors go to this video-sharing platform daily. So, if you want to expand the reach of your video ads and campaign, YouTube is the right place to stay. Below, we will discuss some YouTube Ads for small businesses.

WHY SHOULD BRANDS AND BUSINESSES ADVERTISE ON YOUTUBE?

A digital marketing speaker Hong Kong highlighted that YouTube is more than just a video-sharing platform. It boasts of almost 2 billion users every month. So, you are missing out on a huge market of target audiences if you don’t use YouTube as part of your marketing strategy. A YouTube exposure is a versatile way to engage with the online community. Here are some reasons why brands and businesses should advertise on YouTube:

  • About 70% of modern consumers bought a product after watching a YouTube video.
  • Around 90% of global shoppers discover a new brand or product on YouTube.
  • There are 96% of people learn more about a product or service through YouTube explainer videos. 
  • YouTube video ads are a cheaper way to boost engagement and reach. Typically, brands and businesses only pay when a user watches the video for at least 30 seconds or when someone clicks on a banner, card, or CTA (Call-To-Action) within the video ads. They only cost around $0.10 to $0.30 per view. 

YOUTUBE ADS FOR SMALL BUSINESSES

A social media agency Hong Kong notes that YouTube offers a variety of ads for small businesses. These are called TrueView video ads and have been recently categorized by the platform into two groups:

  • Discovery Ads are video ads paid when somebody clicks the video ads’ thumbnail. These include Display video ads, Overlay video ads, and Sponsored cards.
  • In-Stream Ads are video ads paid when a user watches the video for at least 30 seconds or when someone clicks on a banner, card, or CTA (Call-To-Action) within the video ads. These include bumper video ads, skippable video ads, and non-skippable video ads.

Display Ads

These types of video ads appear at the right side of a featured video right above the suggestions list. They are a less popular video ad format on YouTube. But they still generate positive results for awareness, discovery, and reach. Display Ads are a cheaper alternative to Google SEO ads. Promoting a competitive niche using display ads only costs 3 cents per view. The key to these video ads is to include phrases in your niche that people commonly search. As such, Google will display them to people searching for such phrases. These ad formats are designed for desktops.

Overlay Ads

Overlay Ads are transparent content that appears on the lower 20% of a regular YouTube video. They can either be image or text ads. These ad formats are great at driving traffic to a YouTube channel or website. The key to making overlay ads work on YouTube is to insert them within relevant, engaging, and entertaining videos. Brands and businesses often use overlay ads on welcome videos to encourage viewers to click on a YouTube channel and stay. Though overlay ads can be placed naturally on any YouTube video. These ad formats are designed for desktops. 

Sponsored Cards

They are a recently-launched YouTube ad format. They are featured content displaying relevant videos. Most of the time, they contain a featured brand or product. It is a teaser card about the brand or product that lasts for a few seconds. One thing good about Sponsored Cards is that an advertiser or marketer does not need to do anything to set it up for monetization. YouTube will automatically insert these cards on monetized videos. It is a new way to earn extra income. These ad formats are designed for both desktop and mobile.

Skippable Video Ads

Skippable video ads are the most common YouTube video ads. They can be seen before, in the middle, and after a regular YouTube video. They can be skipped after a duration of 5 seconds. Brands and businesses only pay for skippable video ads when the viewer watches them for at least 30 seconds. They keep your YouTube advertising cost down but provide the most accurate targeting options. 

Non-Skippable Video Ads

These are video ads that viewers must watch before viewing or continuing to view regular video content. They are video ads that typically last for 15 to 20 seconds. But they can also be extended up to 30 seconds. These video ads can be played before, during, and after another video. The result of this type of ad format is that they allow your message to be understood in full by the viewers.

Bumper Ads

Bumper Ads are also non-skippable video ads. The only difference is that they last for a shorter duration – 6 seconds. A viewer must watch a bumper ad before being able to watch the main video. These video ads deliver short and memorable messages to target audiences. They are only paid per impression and are charged by CPM or cost per thousand impressions. 

Reference: https://influencermarketinghub.com/how-much-do-youtube-ads-cost/

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Fixing the Common Mistakes YouTubers Make

With the rising demand for video marketing, YouTube reported revenue and user growth in the first quarter of 2021. The platform now has 2.3 billion monthly active users and an advertising revenue of $6.8 billion. This is a 49% jump from its last quarter of 2020 report. YouTube’s reach is even higher than its total number of users. Its auto-play feature makes it even more powerful to tap into 2.85 billion Facebook users, 1.16 billion Instagrammers, 3.1 billion Messenger users, and 2 billion WhatsApp users. No wonder YouTube ranks as the second most popular search engine and second most popular social media platform. 

Around 62% of brands and businesses use YouTube to upload video ads and content. 90% of people say that they discover a new product through YouTube videos. Yet, a lot of marketers get frustrated about their YouTube marketing results. Here are some of the most common mistakes YouTubers make and how to fix them. 

Failure to Optimize Video Thumbnails

A digital marketing speaker Hong Kong notes that the most common mistake YouTubers make is the failure to optimize video thumbnails. A thumbnail is a smaller version of a full digital image. A video thumbnail is a still image that serves as a preview on YouTube videos. Like a book cover, it should be designed to entice viewers to click and watch the video. A great video thumbnail creates a professional look on YouTube videos. It also fulfills the expectations of video searchers. For example, when a searcher is looking for videos about how to create a Facebook ad and the thumbnail shows a screenshot of a Zoom call, they may not find it interesting and relevant to click and watch. Let your video thumbnails speak to your viewers. Giving them a relevant preview of their expected answers will let them click the link and watch your YouTube video.

Uploading Every Thing They Do

Another common mistake YouTubers make is uploading everything they do. While it is highly recommended to consistently post on Facebook and Instagram daily, people on YouTube consume video content differently. YouTubers need to be strategic about what to publish on their channel. They have more chances to get found by uploading videos twice a week. Better yet, make it once a week or once a month and stick to it. In this way, you can focus on making quality content to position yourself as a trusted source.

Uploading Promotional Videos Most of the Time

Another mistake that YouTubers commonly make is uploading promotional videos all the time. According to a social media agency Hong Kong, every brand and business should follow the 70-20-10 rule when posting content. Modern consumers don’t want brands that are too pushy or salesy. That is why every YouTube video must have a job to do. YouTubers should create educational videos 70% of the time. These should help the viewers learn how to solve their pain points and problems. Sharing videos on YouTube may not be a common practice. But YouTubers should once in a while do it. They can also credit and link other channels or co-YouTubers 20% of the time. This is to establish rapport among brands, creators, and the YouTube community. YouTubers should then be uploading only 10% of promotional videos. This is because most people go to YouTube for education and entertainment. By giving those values to your viewers, your YouTube channel will surely reap success.

Using Confusing Messages on Videos

It is somewhat easy for YouTubers to create a lot of individual videos that evolve on random topics. But one common mistake YouTubers make is uploading irrelevant videos that may not be helpful to your viewers. Subscribers of a YouTube channel expect to see videos relevant to the channel’s niche. But if they saw videos that do not fit, they can drive these channel subscribers away. The best way to create videos with consistent messaging is to consider the next logical question most viewers may ask after watching a video on your channel. Create videos that interest them based on the niche or topic of your YouTube channel. 

Using Video Titles from an Expert’s Perspective

A video marketing agency Hong Kong has noted the importance of creating a headline or title on YouTube videos that relate to the viewers. Most YouTubers made the mistake of creating video titles from an expert’s perspective. Because of this, viewers avoid clicking the video link since they don’t understand the technical terms on the title. YouTubers should always have the audience in mind when creating video headlines or titles. Take into account how people make a search. Create titles similar to the languages they type on the search box. The easiest way to know this information is to share a poll via YouTube’s Community tab. Here, you can ask 1,000 subscribers about what they want to see on your YouTube channel. YouTubers can also observe relevant YouTube channels to identify the exact language that a particular group of audience use. 

THE BOTTOM LINE

Translating YouTube success into business growth means creating video content that serves both the audience and the business. This strategy calls for consistency in video messaging and posting. At the same time, YouTubers should always think about their audience. They should educate and entertain them to lead them into conversions.

Reference:https://www.socialmediaexaminer.com/5-mistakes-new-youtubers-make-and-how-to-fix-them/