The advantages of YouTube video ads and the correct way to place them!

1. Advantages of video advertising

Video content marketing has been on the rise. However, the concept of advertising on video platforms like YouTube is still unfamiliar to many businesses. Unlike traditional advertising channels, advertising on YouTube allows you to connect with your potential customers in a unique way when they search for keywords related to your products. Businesses of all sizes can use the Google AdWords video system to promote their video content on YouTube.

First, the user scale is large and widely distributed

YouTube has more than 2 billion monthly active users and is growing continuously; YouTube has become the world's largest original video content sharing application platform, with a huge influence on millennials and Generation Z users; in North America, Europe, the Middle East, Southeast Asia, Russia and other countries, YouTube is also attracting more and more young users with its fashion, entertainment and original sharing attributes. The growth of the user scale provides a sufficient user base for advertising display.

Second, the product has strong viscosity

YouTube's product design has captured the users' needs for sharing, entertainment, killing time, and viewing, so the usage time is also very long. YouTube is becoming a new way for young people to watch videos. Strong user stickiness allows the platform to obtain more user interest attributes and tags, and the more accurate the ads are displayed when they are delivered. This is also the reason why overseas YouTube video content marketing has gradually become the most favored platform for advertisers in the past two years.

Third, accurate advertising targeting

YouTube has a highly sticky product feature and has accumulated a huge amount of user tags for the platform. Advertisements can be targeted based on the user's location, age, interests and many other attributes, making the ad display more accurate. The display format in front of thousands of people increases the conversion rate of the ad.

Fourth, sustainability

Google Adwords provides the option to set a start and end date for your video campaigns. However, unlike advertising campaigns such as information flow and on-site CPC, KOLs generally will not delete YouTube video content. In addition to pushing it to current fans, as the number of blogger fans increases and new potential customers begin searching, your promotional videos are likely to be presented to customers.

Fifth, excellent advertising experience

YouTube has a very good user experience in the form of video display, with precise targeting based on user tags; it performs very well in the presentation of high-quality content planning, thumbnails, titles, and many other aspects, mainly in

1. KOLs can maximize the advantages, selling points, details, functions, experience, etc. of your products in videos, which can help potential customers better understand your products;

2. KOL promotion on YouTube can help overseas merchants achieve brand exposure, order sales, influencer endorsement, etc.;

3. Overseas KOL promotion can achieve precise targeting (delivery time, gender, network environment used, region and language, etc.), making the advertising coverage more exciting;

4. Sharing ability; The perfect combination of video access, sharing and community in YouTube (especially by your target audience) creates opportunities for audience interaction and business growth that are unparalleled. If viewers find your video inspiring or entertaining, or both, they may choose to share it with others. Therefore, the coverage of the video is greatly expanded.

5. Build connections: With video ads, KOLs can interact with potential customers in real and meaningful ways. Connect with your fans by using creative video ads to introduce them to your brand and increase awareness of your products;

Conclusion : In its 2019 B2B Video Marketing Report, it was reported that 81% of video marketing companies prefer KOL video content marketing, and the brand promotion and conversion effects are better than any other content. Whether it is KOL or KOC, we cannot deny that video content marketing is gradually occupying a major position in the market. Therefore, overseas KOL promotion must be a method that merchants and enterprises need to choose.

2. The correct way to place video ads

Among young people, internet celebrities’ appeal is no less than that of superstars, and they are more down-to-earth and more creative. In order to build awareness for its new product, the BRITA water filter kettle under Clolox chose a super internet celebrity on YouTube and NBA superstar Curry to make a short video. It used internet celebrity marketing and achieved the effect of increasing mobile search volume by 2000% and brand favorability by 36%! Today, we will learn from this case how brands can pick internet celebrities and achieve amazing results.

How traditional daily necessities conquered the post-00s

background

The BRITA water filter kettle is a must-have daily necessity in many households. The product is mainly used to filter drinking water, but previous products have always had a problem: it takes some time to filter the water, and if you want to drink it immediately, you need to wait. Therefore, BRITA launched a new water filter kettle, the main feature of which is that you can drink the water immediately after pouring it in without having to wait.

Marketing Challenges

BRITA hopes to increase the popularity of its new products among young urban people, especially those born after 2000. Because this product can meet the pain point of young people who are "unwilling to wait" and can drink whenever they want. How can daily necessities that don’t look cool at all and are not technological products attract the attention of young people who like “new and special” things? How can we influence young people through advertisements that they like and are fun?

Target group needs analysis

To capture the hearts of your target audience, you must first understand them. What kind of people are the urban “post-00s”? According to the survey, they are more accustomed to watching online videos, such as Netflix and YouTube, rather than watching TV. Young people said in the survey that YouTube is the website they "can't live without", ranking ahead of social media. Moreover, they like brand advertising that is authentic and down-to-earth.

Solution

After locating the places where the post-2000s hang out, BRITA made a bold decision: to tailor an advertisement specifically for the YouTube channel, rather than directly using advertisements that were already running on TV. Boldly use the YouTube celebrity loved by young people, let him cooperate with NBA superstar Curry, and carry out real "Internet +" celebrity marketing.

In terms of content, they also put extra effort into designing it based on the topic that the post-00s complained about the most on social media: living together is not easy and life is unbearable. This makes people curious: how does this theme combine with the new water filter jug? Click here to view the finished product. You will definitely fall in love with this enchanting MV.

(BRITA’s water filter pitcher ad tailored for YouTube)

The protagonist of the advertisement is King Bach, a YouTube celebrity who is very popular among the "post-00s". He ran home thirsty and found that the last drop of water in the water filter kettle had been drunk by his roommate. He was so angry that he started to rap and complain! The energetic song and dance MV incorporates the powerful water purification effect of the BRITA water filter kettle into the lyrics, which is very magical. Finally, the latest feature of the BRITA water filter kettle, which can solve conflicts among roommates, is introduced - no need to wait for purified water. Of course, the video ends with a meme that is so memorable that I immediately shared it with my friends.

The Secret to Winning Influencer Marketing

For laymen, the above is just an introduction to the entire process of this advertising campaign. However, if you want to achieve outstanding results, it is definitely not enough to just find a popular influencer. The following are the secrets to influencer marketing that can go viral, and they are the real insider tips:

Confirmed, it's the right person

Finding an influencer who is suitable to endorse your brand is the first step. Only by screening out the right internet celebrity can you fully trust him and give him the initiative in content creation and dissemination.

This is what BRITA did: based on their popularity, they first screened out a list of the most beloved internet celebrities among the post-2000s in about 40 cities. Then, a second round of selection was made and the list was shown to Curry, because the advertisement would eventually require collaboration between the internet celebrity and Curry, and obviously, Curry also had the "casting rights."

Moreover, the internet celebrity chosen this time, King Bach, is also a very professional person. He has very high requirements for the content he produces and will not stop until it is perfect, thus ensuring the quality of the advertisement.

Communication leads to success

After deciding on the internet celebrity, in-depth communication should be carried out from the very beginning. The communication goal is to make it clear to all members of the event team: first, what the marketing goals are, and second, where the bottom line is. The rest is all room for internet celebrities to perform. As long as communication is good, the results will not disappoint you.

Only by letting go can you become famous

When doing traditional advertising, advertisers will strongly dominate the advertising production process from beginning to end. But influencer marketing on YouTube is a completely different game, which is to “rule by doing nothing” - in this advertisement of BRITA, influencers are allowed to take the lead in content.

They understand better what content their fans like, so they can decide what the advertisements say, do, and show, thus ensuring that the content suits the fans' appetite.

The effect is more popular than Internet celebrities

This round of BRITA's YouTube influencer marketing achieved results that traditional advertising could not.

Moreover, the video was spread from YouTube to other multimedia platforms, such as ESPN, Yahoo Sports, etc.; because the content really touched the target users, it triggered massive independent dissemination and heated discussions among fans, which has far-reaching significance for the entire brand.

Author: Overseas Marketing Service Center

Source: Overseas Marketing Service Center