What YouTube Select Has In Store For Advertisers?

There was a time when Google Preferred was the go-to platform for advertisers. But that’s changing now. The tech giant phased out the platform, but advertisers have now found an alternative—YouTube Select—that unifies premium video ad offerings. Although it looks different from Google Preferred, YouTube Select focuses on diverse, high-quality content packages. Moreover, these content packages are pretty safe for brands to use.

There’s one noteworthy aspect that’s completely new in YouTube Select. It also brings the option for advertisers to access streaming TV content for the very first time. When Google Preferred first came out in 2014, advertisers got the option to target markets in the United States and Canada. Also, advertisers could target only the top 5-percent videos that are popular in niches like food and entertainment. But YouTube Select comes with the aim to reach a global audience. It is customized to various market segments where there is an availability of YouTube advertising.

How does it work?

The ad service of YouTube Select tailors different content by focusing on different categories. YouTube calls these categories as “calls lineup.” Some of these categories include fashion, beauty, technology, entertainment, and sports. Also, YouTube is launching a fledgling category of lineups in the United States to reach upcoming, niche YouTube channels.

When it comes to accessing streaming TV, YouTube comes up with a lineup that capitalizes on the increasing number of people watching videos on YouTube TV and YouTube app on connected TV devices. The connected TV content package aims to provide a scalable solution for areas like YouTube Originals, premium video content creators, feature movies, and live sports.
As the COVID-19 pandemic wreaks havoc across the globe, advertisers see the future as bleak and uncertain. Live events and sports are cancelled all around the country—something that’s pushing them to relook at their advertising budget and media mix. However, YouTube Select is certainly making a difference. It’s putting forward a highly unified advertising product that will help advertisers to pitch for whopping dollars at NewFronts 2020, event that showcases a variety of audio and video content. It was supposed to be live-streamed in April but has been postponed till June.

The move to streamline and expand advertising offerings by YouTube is considered quite timely, especially when TV streaming is on the rise in the United States. The coronavirus pandemic has accelerated this behavior as the country passes stay-at-home orders. This could mean that traditional cable and broadcast networks would see their usage plummeting. Also, advertisers are spending less on traditional TV content during the pandemic.

With major brands like Pepsico and General Motors reconsidering their prior commitments towards traditional TV advertising, YouTube finds a great opportunity to earn some dollars. The new lineup of YouTube Select exudes diversity in all its content offerings. The video service is apt for advertisers to customize their campaigns to meet both local and global needs.

Different states in the US are planning to reopen their businesses according to different timelines. As such, YouTube Select would allow advertisers to localize their ads at a higher premium. On a global level, the lineups of YouTube Select would be offer through Display and Video 360, Google Ads, and on reservation basis, especially in countries in the APAC region and Europe. Also, YouTube is promising to offer more flexibility to advertisers when it comes to negotiating deal timing and costs during the pandemic.

YouTube intends to pitch the video service to advertisers during the annual Brandcast presentation, which is set to be held on June 25. The video-streaming giant recently leveled up its Brand Lift measurement option and launched ads that can be skipped on connected TVs. Nevertheless, YouTube Select is quite capable and certain, and its content offerings would provide advertisers with a much easier way to genuinely connect with a wide audience, both locally and globally.

How Can Marketers Connect with Generation Z Through YouTube?

Generation Z comprises folks born between 1995 and 2010. This chunk of people outnumbered millennials or Generation Y in 2019, holding 32 percent of the global population of 7.7 billion, and 25.9 percent of the population of the United States. As of now in 2020, this generation is likely to make up over 40 percent of consumers in the United States.

For marketers, the digital habits of this generation has become an important point of study. More than seventy-four of this generation spend their leisure time online, and sixty-six percent of them use more than one device connected to the internet. And when it comes to YouTube, 62 percent of them visit the video-streaming platform daily.

There are many reasons why Gen Z prefers to use YouTube. They believe that the platform makes them knowledgeable and keeps them informed. Since this is a generation that’s exposed to immense stress of life, YouTube acts as a stress buster for them. Most importantly, branded content on YouTube entertains them, which is why they engage more with brands.

Given these reasons, it has become extremely important with marketers to connect with this generation of people. Here are a few ways marketers can create YouTube video content that connects with Generation Z:

Making the content visually rich

Believe it or not, 73 percent of Gen Z teens in the age bracket of 13 and 18 years watch videos on their smartphones. For this chunk of people to engage with any brand content, there has to special emphasis on visual appeal. The generation prefers visually rich YouTube content because it is easier to consume compared to text content. At the same time, such content is more rewarding which is why they consume more of it. Since most of them are raised in a digital environment, they are confident in navigating visually-oriented interfaces. Hence, it’s important for marketers to create content that is in line with YouTube’s inherent design patterns for smartphones.

Creating snackable content

Let’s face it: Gen Z people are busy with their lives. They lead an on-the-go lifestyle and deal with a lot of already-existing clutter. Also, their attention span is shorter than millennials (about 8 seconds, while its 12 seconds for millennials). So, it’s important for marketers to send across the intended message in the fewest words possible. This brings them to a point where they have to determine the idea length of their YouTube video. The average length of a first page video on the platform is 15 minutes, but it’s seen that the top 10 videos on the platform is circa three minutes. As such, crisp and snappy videos work great for Gen Z viewers.

Using humor and inspiration

Gen Z use YouTube to check out videos that entertain them, gives them a stress-free experience, and inspires them to do something. If a video can bring a smile to their face or make them laugh, then that content is sure to win on the platform. Slapstick comedy is something that’s working amazingly on YouTube these days—something that’s garnering numerous likes, comments and shares across other social networks too. If marketers can bring out good humor in their videos, then their brand is surely going to become memorable.

Working with crucial issues

For marketers, it’s necessary to associate their brand with something that’s trending and catching public attention. Generation Z is a generation that truly practices what they usually preach. They expect the brands they follow on YouTube to do the same. They like brands that reflect a realistic viewpoint of life and not those that promise a utopian, non-diverse world. That’s why it’s important for marketers to take a stand on important issues through their video content on YouTube. This would make their brand more relatable to their viewers and make them successful in winning their loyalty and hearts.
The above are just a few of the many ways marketers today can use YouTube to build long-lasting, more meaningful connections with their Gen Z audience. No matter what, the bottom line is that they have to remain authentic, entertaining, and relevant in whatever story they tell to their audience through the platform to succeed in a competitive video marketing landscape.

What Are the Different Types of YouTube Cards and How to Use Them?

Have you started using YouTube cards in your marketing strategy? YouTube cards are the cards that you see, usually towards the end of the video that allows the viewer to visit other relevant content, and is a way for the creator to share links to content they find relevant, throughout a video. They are interactive elements that are added to the YouTube video and used to promote several elements such as playlists, videos, channels, merchandise, or other websites.

YouTube cards are one of the best solutions that drive actionable outcomes from the video content and offer many other benefits as well. They can be used to add more visual components with fundamental objectives that can benefit your YouTube content. These cards can include outside links, images, and content that is downloaded when clicked and can appear at any point in the video.

What are the different types of YouTube cards?

There are different types of YouTube cards that can be added to the video that can benefit you. They include the following.

  • Video cards: They are cards that provide a link to another video and encourage viewers to watch another video that is related to the content that they have just viewed. It lets them spend more time on your channel. This card can also be linked to a playlist of videos that have a relation to the content posted.
  • Associate website cards: These cards are used to convert viewers into customers as they consist of call-to-action in addition to a custom title and a thumbnail picture. Irrespective of whether the viewer has reached your channel from your website or through an associated URL. You can use this card to convert them into customers.
  • Fundraising cards or Donation cards: As the name says, a fundraising card lets you link a fundraising page to your channel, directly through a thumbnail image and a suitable title. The card is more suitable as well as fruitful when you are promoting a fundraising project. You can feature a non-profit cause of your choice and encourage viewer donation.
  • Merchandising card: If you want to sell any product or service through a thumbnail picture, an attractive title, and a call-to-action, then merchandising card is just right for you. These cards are vital to boost your YouTube promotional efforts as well as to offer financial support to your YouTube channel.

In addition to the four main types of cards mentioned above, other cards are not frequently used as they do not provide a call-to-action or promote your YouTube channel. They are used for smaller purposes and include links and polls. While the link card takes you to an approved website off YouTube, the poll card encourages your viewers to engage in surveys.

How can you use them?

Using interactive YouTube cards can benefit you immensely. You can add up to five cards in one video, which is displayed on mobile devices as well. Follow the below steps to add YouTube cards to your video.

  • Go to YouTube videos manager that is available in YouTube’s Creator’s Studio. Navigate through your video list to look for the video you want to add the card to.
  • Click on the ‘Edit’ button located below the video’s title.
  • On top of the navigation bar, you will find the ‘Cards’ tab. Click on the Cards tab.
  • You will be offered a list of cards that you can add. Click on ‘Add Card’ and then click on ‘Create’ that is placed to the right of the card.
  • Fill in the necessary information asked and enter the valid URL.
  • Select a suitable image, upload to thumbnail, and add call-to-action. You will also need to add a title and a custom teaser text.
  • Adjust the card to show up on the video when you see fit.

YouTube cards are the ideal choice of YouTube marketing that you can take advantage of. They are easy to use and offer immense benefits at no additional cost. If you know how to use these cards for your benefit, you can promote your YouTube channel as well as your business with the click of a button.

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