Not so long ago, I was invited to speak at the conference with the theme “YouTube Advertising Abilities for Business.” We discussed a similar topic with the audience at the conference “Contextual Advertising 2015”. I’ll duplicate my worldview on the blog, because not everyone was at the conference.
I do not like huge soap bubbles. And in this case I won’t say that businesses really need to advertise on YouTube.
The concept of YouTube is very roomy. And when they discuss this advertising channel, they often talk about different things, without even knowing about it. The YouTube channel as a society and advertising for direct sales on YouTube are different things, you do not need to combine these concepts.
YouTube video ads and implementations are not directly correlated.
If you’re ready to invest and expect results, think of your strategy for getting customers from YouTube. Believe me, she’s not in prerolls, not in marketing spots, not in magicians of advertising settings, but in strategy. Simple, logical and understandable. A strategy that can be drawn on a diagram and explained even to a child.
YouTube as a video storage base
Video for business is a very important and necessary thing. It allows your customers to get to know you, your company, your skills. It helps a lot in sales. Videos can be attached to a selling article, can be used on a blog and on social networks. But.
You should not expect the videos that you posted on the site to create a fan community on YouTube. It is obvious. Also, do not advertise videos for the site in prerolls or somehow through video ads on YouTube. The sales boom will not happen.
YouTube community
The community on YouTube is a huge job. First, the community should have a goal, a vision, an idea. Then – strategy, investment, then – labor. Daily routine labor. This year we saw many channels in which a lot was invested, but they did not become communities. And they won’t. Either the channel grows immediately, or never.
There are already a lot of success stories for youtuberes, their experience can be studied and based on this you can make your own strategy. Do not try to copy someone, this does not work. You can use YouTube ads to popularize the community. This is an advertisement for subscribing to a channel, promotion of individual videos. I emphasize: we are talking about advertising the community, and not about advertising a product / service / site.