It is an understatement to say that YouTube has gained more popularity in the last few months. And where there are consumers, advertisers are sure to take notice and follow. With two billion unique visitors to YouTube per month and statistics that show 90% of ads drive a lift in brand recall, it’s not hard to see why it has become a popular avenue for savvy marketers.
From videos on “how to cut your own hair” and “sourdough bread recipes” to news reports, live sports streaming and the growing YouTube TV, it is a key platform to find actively engaged consumers, as it is not only a video platform, but also a search engine. Actually, it is the 2nd most visited site after Google, given that people turn to it to search for a solution to a particular problem or answer to a question.
Utilizing this robust platform brings a great ROI for many brands. Here are some key reasons our team at Morgan & Co. believes in the power of YouTube Marketing:
As mentioned above, when consumers are visiting YouTube, they’re already in the position of actively searching for something they’d like to experience or learn more about. By targeting a video ad to a consumer who has already proved they’re interested in the topic, you have a much higher rate of viewership. For example, if a consumer is watching a cooking video and then they’re targeted by an ad highlighting cookware, they’re more likely to have an interest in learning more about that product or service.
YouTube is owned by Google, meaning Google’s wealth of your target market’s demographic and psychographic user insights, not to mention Google Ads data, can be utilized for highly targeted advertising. Also, unlike other social media platforms, the age range of YouTube users is vast – at least 90 percent of U.S. internet users age 18-44 years have used YouTube, and 51 percent of internet users over the age of 75 are also watching videos on YouTube.
Alternative to TV
For decades, TV ads have been the most effective form of media advertising. Today, YouTube is a strong contender in that media space. In addition to YouTube’s global reach and viewership, YouTube advertising is also more accessible than conventional TV ads. Instead of paying thousands of dollars to secure a 30-second TV spot, YouTube advertisers typically pay pennies per view, and have more advanced control of who sees the ads, versus that of TV media buying. According to Google, consumers who watch YouTube ads to completion are 23 times more likely to visit or subscribe to a brand channel, share a brand video, or watch more by the brand. Even those who don’t watch to the end are 10 times more likely to do one of those things.
YouTube offers a myriad of advertising opportunities on its platform, and it is often a piece of today’s marketing plans for great reasons. If you are interested in learning more about how YouTube marketing could help grow your business through a captivating marketing strategy, contact Morgan & Co. today. And check out Morgan & Co.’s YouTube channel with great advertising and media buying information. You can subscribe here.