YouTube for marketers

Person watching YouTube in front of a TV

The world’s largest video-sharing website, YouTube, was created in 2005 and acquired by Google in the next year later. A variety of business and user-generated videos can be watched there in different types, such as video clips, TV shows, music videos, trailers, movies, live streams, video blogs and more.

“Our mission is to give everyone a voice and show them the world.”

One billion users watching more than a billion hours of videos daily over 100 countries in 80 different languages, makes YouTube the second search engine and one of the top websites worldwide. The site allows users to upload, view, rate, share, create playlists, comment on videos, and subscribe to channels.

Business opportunities on YouTube

Brands can reach interested customers by setting up a channel, publishing videos or even creating playlists of compelling videos related to the business. During the channel first setup, it’s crucial to pick the category that best matches the business industry and customize the channel’s appearance. Do some searches to find inspirational channels and look for best practices in their field.

Read comments on videos, publish informative videos about products and see information about video performances or analyze channel insights on the Analytics tool are some of the opportunities for business.

YouTube Page Screenshot
Photo by Christian Wiediger on Unsplash

Marketing on YouTube

Despite the majority of 18-34 years-old in the audience, YouTube also reaches all age ranges well. However, more than 70% of watch-time comes from mobile devices, and this can make a difference depending on the campaign audience.

YouTube ads are managed through Google Ads and offer some options for targeting and formats.

Targeting methods on YouTube are:

  • Demographic: age range, gender, parental status and more.
  • Interests: affinity, life events, intent, in-market audience and more.
  • Placement: choose YouTube channel/video and website/app on the Google Display Network.
  • Topic: are videos, channels and websites associated with themes.
  • Keywords: are videos, channels and websites related to a term.
  • Device: choose between computers, smartphones, TV and more.
  • Video remarketing: reach viewers based on their past interactions with your videos.

Video ad formats on YouTube are:

  • Skippable in-stream ads: plays before, during, or after other videos. After 5 seconds, the viewer has an option to skip the ad.
  • Non-skippable in-stream ads: is 15 seconds or shorter video and plays before, during or after another video. Viewers can’t skip the ad.
  • Video discovery ads: is mobile-only video ads that play on partner websites and within apps.
  • Bumper ads: is a non-skippable 6 seconds or shorter video that plays before, during, or after another video.
  • Outstream ads: are mobile-only video ads that play on partner websites and within apps.
  • YouTube Masthead ads: is a native video-ad based format that appears at the top of the YouTube homepage.

Where the people choose to watch, YouTube is an essential video-sharing website for businesses to be present and offers many opportunities for marketers.

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