Image Credit: Salvatore Vuono via FreeDigitalPhotos.net
As a popular video hosting platform, YouTube is the place where many video marketers distribute their content. If you’re watching a video right now, you’ve probably occasionally come across videos where an ad is played first before you could start watching your intended video.
I’m pretty sure you’ve seen this phenomenon before. This feature, which many marketers used, is part of a paid video campaign service called YouTube TrueView ads.
You probably know where I’m about to get at. Yes, as a maker of an explainer video, you want to embed it on different parts of your website. Yes, you probably already have it on YouTube as well. You might even have at one point - or many - gotten the word out in your favourite social media platforms. These are all organic approaches to building a brand around your company.
But there is also another way of effectively expanding your reach, and that is by using YouTube TrueView ads. The problem is that in a very noisy world, not everyone is going to stumble across your video on YouTube; not everyone is going to check out your tweet for that new video you were shouting about.
You don’t have to always distribute everywhere; TrueView ads can help you maximize your marketing outreach.
Why use TrueView?
It’s obvious: spending money on paid campaigns tend to target your content to the right people for building your audience, building your brand, and driving conversions much more quickly and effectively.
Some of you don’t want to do that. I understand. There are a few companies that managed to get themselves noticed and building a reliable customer base without the need for advertising budgets.
But this may not work for everyone. Depending on your circumstances, you might want to start with a small budget and see if you can snowball into bigger, better results. If you want 100 customers to break even your startup costs, perhaps start at a much lower budget and get those initial profits first, then re-invest into your TrueView campaign if it works. Also, you could manage your campaigns to target to a specific demographic that might be appropriate target.
Paid advertisements doesn’t have to be as bad as you might think. For example: in TrueView In-Stream, when you view an ad, usually they give you the option to skip ad after 5 seconds. In this case, the advertiser who tried to show you the ad doesn’t have to pay at all, because by skipping after 5 seconds you are not a lead. Thus, he or she doesn’t have to pay.
On the other hand, if it catches your attention, and you stay around for at least 30 seconds to learn more about the offering, or spread the word to your friends if you think they might be interested, or check out the site in greater detail. In either possibility, this is when the advertiser pays.
TrueView works for one clear reason: companies need to effectively and quickly drive results in the world where the majority of internet users watch online videos. Seeing videos as the best marketing medium, there’s no better way than using paid, targeted campaigns.
However, not everyone will use this strategy all the time, and you might not always have to use it. These campaigns can be turned “on” or “off” like a faucet. So, you can choose when to drastically generate leads or not on your own time.
Cost-wise, TrueView campaign’s aren’t very expensive. Generally, the amount that a marketer pays is around a few cents for each view and so are the CPCs.
With low-cost affordability and smart targeting, you could improve your odds of success for your explainer video. This is especially true for small businesses and startups: if you got everything right for your production, it shouldn’t be difficult to drive customers and leads. As time is one of the most valuable assets, it may be worth considering that you achieve your marketing and business goals quickly when possible.