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Claimed as the second most visited platform by Alexa, YouTube has been broadening its function from entertainment and educational purposes to marketing purposes. Billions of users go back and forth watching digital videos on YouTube.
While people have become even more addicted to YouTube, marketers see those phenomena in a different perspective. It is an opportunity for them to reap as many audiences as possible to raise brand awareness
In recent years, many businesses at any level create YouTube channels to promote their products or services. Some of them survive and achieve their goals, some others experience miserable flops.
A big step without meticulous strategy is a flippant decision. If You want to raise brand awareness through YouTube, you have to know what you should do with your video. Here are the 5 must-have elements of a successful YouTube video to raise brand Awareness.
Captivating Video Content
A successful branding video is not the longest one to tell the audience what it is all about. The length that works best for a promotional video is only 60-90 second-long.
Since it is going to be a short video, putting your core message from the start is very recommended. Your video doesn’t have to sound so formal, just be creative to catch many eyes and introduce your product.
For example, consulting firms can create tutorial videos, while retail companies can come up with a more out-of-the-box scenario. A phenomenal example of a promotional video was done by Dollar Shave Club.
Titles, Descriptions, Thumbnails
When talking about a YouTube video, we can’t let go of the three essential parts of it. There are descriptions and thumbnails. Let’s talk about them one by one
Thumbnails play important roles to get people’s attention. It is the first picture that the audiences see when they find our video. There are several tips on how to make an eye-catching thumbnail, as follows:
- Use high-quality image
- Provide a snapshot of your product
- Use psychology of colors
- Put catchy phrases or words
One crucial thing about a video title is that it must contain keywords. Five-word long title is enough to present the desired keywords, but you still can add more than that.
However, putting too many words to create a long title might cause keyword stuffing. It can lead to ineffective crawling by YouTube. So, optimize your title with compelling and enticing keywords.
Video descriptions matter a lot to the ability of Google and YouTube to crawl and understand the context of your video. There are several ways to make the descriptions box a good help for your content.
The description should be at least 250 words, where the first 100 words are best for core messages. Make sure keywords appear in the first 25 words and should be put 2-4 times in the whole description.
The competition to appear on the first page of YouTube search is very fierce. Youtube channels that have tons of subscribers commonly become the winner as they usually appear at the top of the list.
However, the competition doesn’t stop there. You still can optimize your SEO by narrowing the keywords, which means longer and more specific titles and descriptions. It is very helpful if you are still a new YouTube channel without many subscribers.
For example, rather than using keywords like “baking tips” you can use “tips on baking banana bread” instead.
It is also a good idea to use user-generated content for your promotional video on YouTube. User-generated content means including your actual customer to provide highlights over your products or services.
You can ask your real customers to be the ambassador of your product to provide a credible and authentic explanation about your product. Providing a real situation like that can raise audience trust and improve brand awareness.
If you have the budget, you can use YouTube ads as a shortcut to raise brand awareness through video. There are four types of YouTube ads that you can choose from.
#1. Skippable in-stream ads
It allows your videos to appear as an ad that runs before, during, or after a video plays. Users can skip on your ad after five seconds.
#2. Bumper ads
Different from the previous one, bumper ads are non-skippable ads, but in a shorter form than stream ads. It only contains the core message of the video
#3. Non Skippable in-stream ads
If you want to show the full story of your brand, non-skippable in-stream ads might be in your favor. It allows your video to appear before, during, and after a video plays. Since it cannot be skipped, users need to wait until the ads finish.
Masthead is different from the previous three YouTube ads. It is intended to reach more potential customers by featuring your ad at the top of the YouTube Home Feed.
There are ways that you can try to raise brand awareness through YouTube videos. If your channel is new and still relatively not popular, you can try applying some of the points above. It might take time, but you eventually will get there.
However, you can also take the shortcut by using YouTube ads, only if the budget doesn’t bother you. The price from one type of ad to another might vary depending on the effectiveness of each of them.
No matter which way you take, the most important thing is the content of the video itself. Being creative, innovative, and well-prepared is very crucial in making a YouTube video.
Andre Oentoro is the founder of Breadnbeyond, the award-winning explainer video services. He helps businesses increase conversion rates, close more sales, and get positive ROI from explainer videos (in that order).
Email: [email protected]