What You Can Learn from the Most Effective YouTube Campaigns of the Year
Spin Creative • January 26, 2020
The first step in creating an effective video campaign is performing plenty of research.
Fortunately, Think With Google
has done the groundwork in evaluating what the most successful YouTube campaigns of 2019 have done to drive strong results.
What did these companies do to find success? They did their own research. They used the tools available to them on YouTube to further refine their video strategy. By continuing to learn more about their audience and their strategy, they found increased success.
What can you learn from these video creators? Use these three tools when planning your upcoming video strategy.
Insights inform new content
Thanks to its integration with Google’s powerful analytics tools, you can learn a lot about your videos and how well they perform. These insights let you know which videos your audience liked best. This information can inform what you should focus on when planning upcoming video content.
Was your how-to series worth the planning and filming? Insights can show you that is was 40 percent more successful than your other content. Did viewers like your animated shorts? Fifteen percent more clicked on the call to action. These are the kinds of insights that can help you create more successful videos.
Get to know your audience with signals
We hear a lot about the data companies are collecting from what we do online. The purpose of this data collection is to help businesses like yours learn useful information about how to create content your audience loves. Signals track daily interactions across the Internet, including activities such as searching, browsing content, watching videos and interacting with social networks. This information forms a profile of your audience that you can use to create content.
For example, you may not be a beauty company, but if your audience watches your content and also loves watching beauty videos, that’s important information to have. You can design almost personalized videos so that your audience feels that you’ve created a video that’s just for them.
Use storytelling sequencing for ad campaigns
Storytelling is an effective way of engaging viewers, but many advertisers don’t capitalize on this strategy. With video ad sequencing, you can tell your story across a customer’s sales journey. YouTube has a video ad sequencing feature that allows you to cut your video into a campaign that tells a story over time.
Video ad sequencing allows you to use existing content to design a sequence showing a series of ads edited for each stage of the buyer’s journey. The video the viewer sees depends on whether they’ve seen the previous video(s) in the sequence. Sequencing is more memorable than showing the same traditional ad spot over and over.
A successful video campaign requires continual evaluation of your audience and your own content. For more on how you can design a great video campaign based on your video metrics, say hello!
About Us
Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
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