Video traffic currently accounts for more than 64% of total global internet traffic. This number is also growing and is believed to reach 80% by 2019. Also, 85% of today's companies are including video marketing into their strategies. The popularity of video is down to the fact that it can entertain, engage and entice in a way that text will never be able to do. Additionally, viewers now know which platforms they should turn to if they are looking for something specific. For instance, those looking for music, gaming and tutorials will turn to YouTube. But Instagram Video is where people go if they want to learn about brands or see behind the scenes celebrity footage.
It is hard to keep up with online video, because it develops so quickly. Brands that are not including video marketing and SEO as part of their strategy find that they are struggling to stay in the game. Content may still be king, but this is quickly changing to video content. Video marketing is the 21st century tool for businesses to generate leads, build brand awareness and have open lines of communication with their customers. Through video, a customer can easily be guided through each element of the sales funnel. Additionally, and this is perhaps even more important, a video allows a business to track how many customer views they had, and how engaged these customers were. Any video marketing team will tell you how essential this metric is.
A main focus in video marketing and SEO is native uploading to Facebook. Facebook has recently announced that they are now having 1 billion unique daily visitors. Between them, they watch 4 billion videos daily. A lot of these views are counted because Facebook has autoplay (which can be turned off), but the views still count towards SEO. However, only videos that have been natively uploaded to Facebook have their views counted. Doing so also allows the video to be promoted more through the Video Playlist and Featured Video features. It should be clear, therefore, that uploading videos to Facebook has tremendous benefits. Looking at the statistics for June 2015, some 8,452 videos were uploaded. These videos were viewed a total of 1 million times. As good as this may seem, however, uploading to YouTube is equally important. On YouTube, 1 million views were reached with just 5,919 videos in that same month. Hence, not as many videos are needed to reach an equal amount of people. Because of these discrepancies, video marketing and SEO are very much about having a presence across all platforms. This is why a video marketing and video SEO strategy should include a chosen method for sharing all video content on each of the different popular video sites.
The Different Kinds of YouTube ads
In broad terms there are two kinds of YouTube Ads: ‘skippable ads and non-skippable ads.’
Non-skippable ads are ads that force people to watch. They can only be 15-20 seconds long.
These kinds of ads get better engagement, but they also have a higher abandonment rate.
These ads also tend to get a bad rap because they seem forceful. But if your ads are good, and the ads are targeted effectively, they don’t need to represent trouble.
Skippable ads are also known as TrueView ads. These are ads that don’t force people to watch. These can be shown in two ways: ‘In-stream’ and ‘In-display.’
Now, YouTube doesn’t really say that there is a maximum length for TrueView video ads.
What they do provide, however, are some suggestions — especially for the In-stream ads.
51% of In-stream run for 15-30 seconds.
If you want to make your ads longer than this, you may want to keep your In-stream at around 3 minutes (as YouTube has suggested).
In-display ads don’t exactly have a suggested maximum run time. These ads can be used to take people directly to a YouTube video, so you can get away with them being long. 25% of videos watched on Tablets are 60 minutes plus,.
So if the video you want to advertise is long and of value — In-display may work best for you.
In any case,if you’re creating a YouTube ad from scratch, you might want to keep it short so that it is easy to create.
You don’t have to stick to the suggestions provided, though doing so, will reduce the chances of your ad being rejected.
You can also create a form of YouTube Ads called In-Display Ads. These are ads that are shown in the search listings, related videos section or as video overlays.
You’ll notice there that there is a box on the far right that mentions ‘On partner websites.’
Because we’re only advertising on the YouTube site, this option is not open to us.
In-display ads aren’t as invasive as the other types of ads that we’ve discussed so far. That doesn’t mean that they’re not any good, though, as they can still generate results for you campaigns.
YouTube is the 2nd biggest search engine in the world.
If it costs too much for you to advertise in the Google search listings, you can advertise in the YouTube search listings instead.
Relevance is important. 48% of US mobile users prefer seeing ads that are related to the content they are watching.
As these videos appeared to be relevant, a significant percentage of the people would find them in the listings, would click on them.
And then a percentage of those people would become subscribers, and a percentage of those would eventually become customers.
If you want to quickly find some popular keywords that are related to your offering, just do a search on YouTube.