A Quick Guide to Videos on YouTube and Facebook
Video content is the most preferred method of communication between brands and consumers. Videos are engaging, and they are the easiest way for consumers to digest and retain information from the brands they do business with.
The nice part about creating video content is that the barriers to entry are very minimal. Anyone on your team can upload them to YouTube and Facebook within a matter of minutes. Brands reach an exorbitant amount of people on these platforms and build an audience of loyal followers.
This article is a quick guide to navigating video content on YouTube and Facebook. If you would like to get a more in-depth explanation of how video campaigns work on these platforms, read the expanded version of this article here.
YouTube has a step by step guide on how to create a video from start to finish. They cover how to prep your story, shoot your video ad and edit your ad, all while giving examples of how real companies have done it.
YouTube takes your marketing goals into consideration to place your ads in the right place for your consumers to see. YouTube’s ad tool asks, “What’s your marketing goal?” You can choose from:
Brand awareness and ad recall: Get the attention of potential customers and aim to be the top of mind brand
Grow consideration and interest: Influence potential customers when they shaping their opinion on a particular issue in the world
Drive action: Catch your potential customers when they are in the process of making a decision and influence them to take a meaningful, measurable action
YouTube really makes your budget work in a powerful way during your video ad campaign. The platform only charges you when a viewer watches the entire length of your ad or engages with the ad. That means every time a viewer hits the “skip ad” button, you just got 5 to 29 seconds of exposure to a potential customer without being charged for it!
Facebook also has a guide on creating videos from start to finish. These instructions are laid out in bite-size chunks that are simple to understand, and everything can be done from your phone! Helpful videos are layered in along the way to show you how real companies have created their videos, what apps/software they used, and how they deployed it successfully.
In order to run an ad on Facebook, you’ll need to familiarize yourself with Ads Manager. With your marketing goals selected, Ads Manager lets you target your ads to a very specific audience by allowing you to get as granular as possible. Since Facebook requires all of its users to have an account, it gives you a more detailed view of exactly who is engaging with your content.
Facebook operates on an ad auction style of billing, which has a bit more moving parts compared to YouTube’s billing process. In the ad auction, you are competing with other ads for the prime spots. Facebook combines your total spend, estimated action rates, and ad quality/relevance when determining who sees your ad.
A Final Word
Both YouTube and Facebook take you through a similar process to develop your concept, film your ad, and deploy it in a way that makes the most sense for your budget. Both YouTube and Facebook give you metrics to analyze after your campaign has ended so you can measure your ROI. Both YouTube and Facebook have had companies nail their video campaigns and grow their brands using their platform.
If you want to read more about using YouTube and Facebook for video campaigns, read the expanded version of this article here.