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Video

Video Marketing Changes in 2018 to Carry Forward to 2019

By Click Blooms News, Google, Inspiration, VideoNo Comments

While video has been a very powerful way to advertise, it was focused on driving mass reach, brand awareness and consideration. For those direct response advertisers, it wasn’t enough action.

But, in 2018 that began to change. Video is now a larger part of the whole consumer journey. Brands used video marketing in 2018 to both drive awareness and direct response. Want to know more about the shift, here is a snapshot of Google’s data.

Evolution in 2018

The reason video became more action-oriented last year is in large part due to an evolving consumer behavior. YouTube conducted UX research in 2018 and it revealed that people are not always looking for a passive viewing experience. YouTube discovered that many views crave something interactive.

Secondly, platforms have evolved in response to this new consumer behavior. Nicky Rettke, YouTube’s product manager indicated “Historically, video advertising hasn’t been actionable, optimizable or measurable against direct response objectives. The only way someone could ‘act’ on a video was to watch it.” But this changed in 2018. New video formats like TrueView for action allow marketers to optimize for a specific user action.

Lessons for 2019 Strategy

Right audience for action

The American Marketing Association indicates the average U.S. consumer is exposed to 10,000 brand messages a day. How as a marketer do you cut through all of that noise to make sure your video stands out.

An example is a luxury outlet whose buyers were impulse drivn utilized pre-roll video with a 25-second ad that gave the user an offer. If they clicked on a link, they would be taken to a landing page to utilize the offer. If they did not the offer was gone forever. The sense of urgency drove action and direct sales.

Right Audience with Multipurpose Creative

The best ad served to the right audience will not achieve much. An online home goods and furniture retailer used blended brand creative and performance formats utilizing clickable “Shop Now” calls-to-action which took viewers to their website.

They used custom intent audiences to reach people who had recently clicked on one of their product-related search ads. These viewers had already shown interest and with the video creative, they were able to realize a 3x return on ad spend over their other campaigns.

Repeat, Repeat and Repeat Again

Don’t stop with one impression, or try to mix in to many messages. The Google Pixel team in 2018 in their campaign that “Repetition does not spoil the prayer.”

“Repeating the message is the best way to move an audience from awareness to action quickly,” explained. Jabari Hearn, who led the Pixel campaign.

The strategy resulted in 20% lift in brand awareness and a 113% higher click-through rate to the purchase site than the average of previous campaigns.

Success in 2019

Video is a great way to see even further success in 2019. Share your feedback or your wins in 2018 that are guiding your 2019 strategy.

YouTube Viewer Behaviors

By Google, Inspiration, VideoNo Comments

Did you know that every day people watch over a billion hours of video and generate billions of views? That volume creates a lot of noise, but Google has still found three distinct patterns of viewer behaviors. Here is what Google indicated was the most interesting in 2018.

Going Back to Basics

Life is crazy. According to the APA, 3 of 4 Americans say they have have experienced at least one stress (only one!) in the past month. With this in mind it isn’t surprising to see that people are looking for was to decompress, de-stress, unwind and simplify. Ironically, they are turning to technology to do just that. Watch time on YouTube of videos related to “relaxing” increased by more than 70% between July 2017 and June 2018.

In addition, subscriptions and viewership of “van life” channels and videos (which document people’s attempts to create alternative, minimalist lifestyles) reached an all-time high. Survival videos and primitive technology hit an all-time high this past summer.

Not big news that the newest generation of consumers (millennials and the like) put more value on experience over possessions. Marketers are making the shift from selling just products to lifestyles.

Searching for Inspiration

Easy to feel overwhelmed with so many options out there in the world. People are turning to YouTube for help and advice in narrowing down their choices. Watch time on YouTube videos on “which product to buy” doubled this past year.

Consumers have also been seeking out is very expansive, everything from beauty to travel. “Morning routine” videos where makeup and skin products are reviewed and applied have tripled in the past two years. Travel-related videos have also increased 41% in August and September this past year.

And finally, consumers are looking to YouTube influencers to provide some inspiration. But brand marketers do not let that stop you. 70% of shoppers say they’re also open information directly from brands.

Looking for Connection

Despite many people staring into their phones and being oblivious to things around them, many online video viewers are looking for a social experience and wanting interaction. As an example, 7 in 10 generation Zers say that watching videos help them feel more connected.

YouTube is a great way to showcase your brand, products and their value. Not only through organic views, but also paid YouTube advertising.