Why having only one social media platform presence is soooo last season

I suppose the title of this article should be something like “why NOT having every social media platform for your brand is so last season”, because in this day and age that is the reality. It’s rare to find brands, especially ones that are mostly centered around physical goods, like the fashion and beauty industry, that are not utilizing all available forms of social media that are available.

Psssst *spoiler alert* below

Social media in general can be an intimidating thing, especially for marketers that did not grow up with exposure to it since their birth, like many millennials have. In general, however, once you get the hang of how these platforms function, they are very user friendly. But keep in mind these three tips when you begin creating your social media accounts.

1. Know your brand:

– Understand your brand voice and what language, tone, persona, and purpose you are portraying

– Learn your products or services and their details and features

– Interpret your company’s mission and incorporate that throughout

2. Know your audience:

– Recognize what demographic your target market represents and make posts appropriate and catered towards them

3. Know your platform:

– Realize when the best time to post is

– Utilizing platform specific features

– Distinguish what posts belong on which platform

Time to break down the top five platforms

In the rest of this article we will break down some key components of the top five social media platforms, give you insight on what they can provide for you, and of course some examples to follow.

1. Facebook

– Everyone is on this platform, no matter what the age group or demographic

– Creates an easy targets for many markets through advertising

– Provides a platform for customer service and consumer engagement

Lush does a good job on Facebook in terms of providing insight about their products through valuable descriptions and pictures. They even attach hyperlinks out to their websites straight to the shopping cart. Posts like these administer a place for consumers to comment and interact with the items they are featuring, as well as comment questions or opinions they may have.

https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2Flushcosmetics%2Fposts%2F10153143394094058&width=500

2. Twitter

– Provides constant updates with news/sales/promotions

– Can allow brand voice to be heard

– Customer service, but unique in that consumers can @ you (aka directly speak to you)

Vogue Mag is able to have their brand voice shine through in collage pictures like the following on Twitter. It’s somewhat of a witty and creative tweet for a well respective and established magazine in the industry. They may not be able to post elsewhere on their social media presences visuals like this, however Twitter allows them to do so.

3. Instagram

– Photos are worth 1000 words

– High visual content videos/images/series of three images (new feature called Carousel Ads)

– Sponsored ads to reach audiences

– Creative platform/ brand expression

Kiko Milano is an Italian brand of cosmetics, make up and skin care products that has created a very visually appealing presence on their Instagram account. Many images like the one below, give the viewer a chance to see promotions and advertisements in such a light that has lots of information, but also is creative and memorable.

4. Pinterest

– Many Fashion and Beauty brands offer seasonal or event specific boards

– Feature many products in different lights

– How to’s and DYI with products and services

Antropologie uses their Pinterest account to create boards that are relevant to certain looks and lines that they currently have in stores and online. Their most current blog focuses around the Spring seasonal items and is more of an inspirational and “Lookbook” type idea other than a print or online catalog.

Source: Pinterest/antropologie
Source: Pinterest/antropologie.com

5. YouTube

– Tutorials and how to’s for products or services

– Place to post advertisements

– Increase SEO (search engine optimization) because its owned my Google

Neutogena uses their Youtube account to interact with their consumers and create a better brand awareness. In the following video, they have used a big influencer, actor Kerry Washington, to explain the launch of their new liquid makeup shades for all skin colors. These are ads that are most likely not aired on typical television networks but allow the company to take their advertising a step further with longer video announcements.

Wrap up

If you do not have much experience with social media then you are probably feeling like an overload of information was just thrown at you. However, even the most experienced social media marketers can hopefully learn something new in regards to the Fashion and Beauty Industry. All in all, social media platforms are suppose to be a way for brands to express themselves creatively aside from the traditional ways they used to in the past. It will certainly be interesting to see what the future holds in terms of the online world of advertising and the impact that will have on print media.

As always, feel free to comment or leave feedback below with your thoughts on “the big five” platforms!

How Youtube can Help your SEO

[Image Source]

According to MOZ Bar’s post on Influencer marketing, the concept is defined as, “…the process of developing relationships with influential people that can lead to their assisting you in creating visibility for your product or service.” Influencer marketing is incredibly popular on Youtube, a social media platform that also has the ability to take your SEO to the next level. As humans, our brains respond favorably to visuals even more so than text. Youtube is a great platform to engage your fans with great visual content. This blog post will help you use the world’s 2nd largest search engine to your advantage.

Step #1: Creating your Youtube page

A Youtube account is fairly easy and self-explanatory to set up, but I’m here to give you a few thoughtful tips on optimizing the process. First, you need to know (if you don’t already) that Google owns Youtube. This means great things for the small business owner and SEO.

As with any other social media page you’re garnered, make sure your profile picture and header are engaging and reflect your brand accurately. This is one of the first things customers will see when visiting your Youtube page. Also make sure that you link your other social media in your “About” section. Let’s use Jimmy Fallon’s Youtube page as an example.

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[Image: Screenshot of Jimmy Fallon’s Youtube page]

The first thing you’ll likely notice is the header, which is eye-catching and accurately depicts what Jimmy’s brand is (i.e. the Tonight Show). Also notice the text that describes when and where to watch the show. Below that to the right you’ll see some social media icons where you can find Jimmy on more popular social media platforms. Below that you’ll find the channel’s description, which is full of keywords that encompass what the channel is all about. This is incredibly important when making your own channel. Include keywords that make you easy to find and that are relevant to your brand. Below the channel’s description you’ll see the “Links” section where you’ll find Jimmy on pretty much every relevant social media platform on the internet today. Follow suit and include all your relevant links (i.e. blog, website, and social media platforms) when creating your own Youtube page.

 

Step #2: Creating engaging visual content

This step may be the most difficult one. It’s not always easy to create quality content that’s engaging and encompasses your brand completely. Bear with us! In Mark Schaefer’s The Content Code, a book we highly recommend you get your hands on, Mark talks about a client of his who blew up on Youtube thanks to a handy 59 second video on “How to open a bottle of wine- without a corkscrew”. More specifically, how to open a wine bottle using a shoe. Seriously, check it out. The video, as you can see, has been viewed almost 11 million times! What can a small business owner learn from this? You don’t always need big bucks and loads of time to create a good Youtube video. Informative videos or tutorials are often the best way to go. As long as you stay true to your brand and get a little creative, you may very well be on your way to a successful Youtube channel.

 

Step #3: Posting and optimizing content

This step is incredibly important and it starts with your video description. In the video’s description, make sure to include keywords about the video as well as your company (Source: Marketing 399-01, Loyola University Chicago, Professor Schwab, [23 March 2016]). For example, if Searchable were to upload our 1 minute tutorial on Alt tags to Youtube, we would use keywords like “SEO”, “Searchable”, “Alt Tags”, and “Optimize” to the video’s description.

The second thing you need to add to ALL your video’s descriptions are your relevant social media and website links (Source: Marketing 399-01, Loyola University Chicago, Professor Schwab, [23 March 2016]). Just like you would in a blog post, link anything significant that you mention in the video. I’ll use one of my favorite Youtube channels as an example. The SACCONEJOLYs are a family that post daily vlogs to Youtube. In each video’s description, you’ll find a plethora of links associated with their “brand”.  

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[Image: Screenshot of description on SACCONEJOLYs Vlog]

First, notice the call to action. Every video description should start with an ask for comments or a shout out to your other social media. Notice they then link to the two individual’s channels that they were interacting with in the video for that day. Following that they link to their other social media and Youtube channels as well as a helpful link for subscribing to their channel. Keep in mind, this is all amazing for SEO. What really impresses me about this channel is what’s next: links to 5 different videos corresponding to the same day 1, 2, 3, 4, and 5 years before. This is a great way to upcycle old content and gain more traffic on previous videos!

Blog 4 Visual 3

[Image: Screenshot of description on SACCONEJOLYs Vlog]

The end of their video description gives a brief background on who they are and why they started Youtube. Notice how many times “Saccone” or “Joly” is mentioned. This, obviously, ties into the name of their Youtube Channel. The same should be done with the name of your business!

Something else you can do to optimize your content on Youtube is add annotations to your videos (Source: Marketing 399-01, Loyola University Chicago, Professor Schwab, [23 March 2016]). Let’s go back to our Jimmy Fallon example.

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[Image: Screenshot of Jimmy Fallon Youtube Video]

On one of his more recent posts, “Thank You Notes: April Fools, Lunar Eclipses” you’ll see that the last 8 seconds of the video, like with all of his videos, there is an ending page with annotations. The ones above link to everything from subscribing to the channel, playlists, and previous videos. Again, all of this is great for SEO and driving traffic to your other content. Use these annotations for social media links, website links, and always include a subscribe button! Put them at the beginning of the video, the end or somewhere in between, but remember, do not overwhelm the screen with a million annotations. Keep the number to around 3 or 4 to avoid driving the audience away.

Step #4: Going the extra mile

The tips we’ve shared so far will have you well on your way to optimizing your content on Youtube and using the platform to your advantage. However, if you’re like us, you’ll want to go the extra mile when it comes to SEO. The first way to do this is by creating playlists with both your own content and curated content that is relevant to your brand. Playlists appear in Youtube’s search and they drive up views by keeping viewers engaged with videos.

Step #5: Don’t forget to make friends

This is super important on a community platform like Youtube! Remember to favorite videos, leave comments and share your videos on social media! This will bring valuable traffic to your content. Plus, as we know, sharing content across social media channels is great for SEO and brand awareness. By favoriting and commenting on videos of those you admire on Youtube, you may greatly increase your chances of an inbound link to your own Youtube page from an influencer in your field, thereby exposing you to a completely new audience! Making friends will only benefit you!

That concludes our post on SEO and Youtube. I hope you found some valuable tips for starting a Youtube page for your small business. If you already have a Youtube page, I hope there were some helpful tips on using the platform to ramp up your SEO. As always, we’re here for your questions, remarks, concerns, or anything else you’d like to leave in the comments!

Social Media Marketing Campaigns: What to Watch for

Source: NY Daily News

Anywhere you go, no matter what social media platform you use, no matter what street corner you walk across, there are all sorts of different advertising campaigns that are vying to grab your attention. Social media in particular is always a great outlet to reach out to prospective customers, but to do that you and your business need to have something that is eye-catching, quirky, and something that stick in your brain.

 

And luckily we are here to help you think of something that will be just those qualities. Here are some great tips and tricks to use when creating your VM campaign on social media platforms.

  1. Timing is EVERYTHING

In the world of social media, timing means the world. There are few brands that understand this as well as Oreo. During the Super Bowl of 2013, there was a totally unforeseeable power outage. The quick and savvy minds over at Oreo’s social media team within MINUTES posted this legendary tweet:

This tweet then spread around the internet and various social media platforms like wildfire. It officially cemented Oreo as the team to watch in the world of visual marketing. What makes this an even more legendary case is that neither Oreo, nor Nabisco, Oreo’s parent company, were paid advertisers of the Super Bowl. So what this means is that even though Oreo didn’t even have a paid TV commercial to be aired during one of the most watched television programs of the year, they have the only ad that anyone remembers from that year and it wasn’t even from TV!

 

2. Think. Different.

Another great company to learn from would be Apple. Now Apple holds a strange area in the realm of social media. While they do create various visual marketing campaigns (which we’ll get to in a second), they do not really participate in social media directly. For instance, to this day there is still no official Apple Twitter profile, no official Instagram page, and even more interesting, no official Facebook page! However, this has not stopped Apple from absolutely dominating the social media spheres as anything that put out in terms of marketing of any kind completely consumes the zeitgeist. The first example of this would be the stunning “1984” commercial that was aired only one time, during the 1983 Super Bowl.

This commercial is so iconic that even people who weren’t alive during that time to see it either know about it, or have seen its influence across other mediums. There have been spoofs of this, imitations, but nothing comes close to the real thing or the impact it had on people.

 

Another instance of Apple’s genius was when they released the ever popular “Silhouette” campaign program. These first came to be in 2004 when Apple first released the iPod.

You would be hard pressed to find a single person who does not know these ads. Not only were they fun, they were enjoyable, catchy. They made you want to get up and dance and sing along with the commercial. They sold such a good feeling to you that you couldn’t help but want to be part of it. Now it’s very obvious that not everyone will have Apple’s resources, but as the saying goes, “Good artists borrow, great artists steal.”

 

3. Creativity Unlimited

 

Another company that is really on top of their game in the social media world is Starbucks. An Instagram page that is always flawless and seemingly can do no wrong is theirs. They post pictures for holidays, nice weather, anything. Not only that but every picture seemingly drips with comfort and good feelings.

Another thing that really helps Starbucks capture their fans and customers is that they actively promote people to submit things not just to them but also to express their own creativity. The coffee chain’s own products also expand upon this as many of the mugs and accessories that you can purchase from Starbucks allows for this expressions which they then capitalize on by regramming, retweeting and sharing on Facebook.

 

Spread Joy

In conclusion, the most effective and memorable campaigns are ones that really connect not just with the prospective customer but the zeitgeist as a whole. It really nails those moments that people connect with and this in turn allows people to grow a bond with not just those products but the holy grail of business: brand loyalty. It is through VM campaigns and being personable that your company too can reach these heights.

Evaluating 3 SEO Trends for 2016: Will They Last?

If you’ve been with our blog for a while now, you might have noticed how important staying up to date on SEO trends is. New information and techniques are constantly surfacing in the world of Search Engine Optimization. This blog post will give you our top 3 SEO trends for 2016 and whether or not we think they will last.

Trend #1: Video content will (continue to) dominate

Visual optimization

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Would you rather read 750 words on how to put together the best birthday party celebration or watch an interesting tutorial on Youtube? Something tells me you chose the latter. I would, too. That’s because our brains are predisposed to visuals. There’s plenty of science to back it up, but that’s not why we’re here. We are here because it’s become essential for all businesses, especially small ones, to have quality visuals at their disposal. One important way to implement visuals is to create a Youtube channel for your business. Quality Youtube videos that engage and excite consumers can be time consuming to create, however, the payoff may make the time and effort worth it. According to Marketing Land, videos account for 62% of all searches on Google. That’s HUGE. What does this mean for you? If you are successful at creating great video content for your business, the chances of that content being seen will go way up, ultimately driving more traffic to your website, blog, etc.

So will this trend last? Absolutely. Our brain chemistry isn’t changing anytime soon, which means it will always be important to have quality video and visual content in your SEO arsenal.

Trend #2: Mobile optimization will become more important than desktop

Mobile optimization

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We are already seeing this trend in the business world. Consumers are no longer getting information in one place. Everything is on the go and in the palm of our hands. As a small business owner, if your company has a website, you must make sure that your website is optimized for mobile devices. According to this article on mobile marketing statistics by Smart Insights, consumers use mobile media 51% of the time, while desktop time rests at 49%. This makes it increasingly important that your website is optimized for mobile searching. Check out Emily’s post on Mobile SEO for tips on how to make your website mobile-friendly.

So will this trend last? Definitely. Mobile websites are only going to become increasingly important as time goes on. It’s quite possible that in a few years time, all websites will be optimized for mobile first, and any website that’s not will fade into obscurity. My prediction? Desktop will be virtually extinct in 5-10 years time and mobile will be the new way of defining “the web.”

Trend #3: Local search will become even more local

local search more local

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This trend goes hand in hand with trend #2. We, as consumers, are always on the move. We have access to everything we could possibly want in the palm of our hands. Gone are the days when we researched where to eat before leaving the house. In an age of Yelp and Google Maps, it’s much easier to find food, attractions, shopping, etc. on the go. As a business owner, you will need to make sure Google and other search engines know exactly where you are so that you are present in location results. According to Search Engine Land, “local searches lead 50% of mobile visitors to visit stores within one day.” Some people, like Jayson DeMers in this Forbes article, predict that, rather than identifying businesses based on a state or region, we will begin to see search results based on street corners or neighborhoods.
So will this trend last? I don’t think so. In Mark Schaefer’s book, The Content Code, he talks about the misconception that people want a highly individualized feed of blog posts or content they would be interested in. He states that he likes seeing both sides of an argument as well as content he wouldn’t normally see if his feed was highly individualized. We, as humans, enjoy discovering new content. That’s how we find new and interesting ideas that can spur new thoughts or exciting ideas. It will always be important to be exposed to new things, regardless of immediate location.  While I would love to see what’s right around the corner from me, chances are I already know! If search results become too localized, I might risk overlooking a good business.

So there you have it! 3 of my top SEO trends in 2016 and whether or not I think they will pass the test of time. Leave a comment letting me know your thoughts or giving suggestions for more trends to talk about in a future post.

5 Tips for Small Businesses on YouTube

With over 1 billion unique visitors each month, it is no surprise that YouTube is the second most-used search engine. As a small business, it is important to realize that YouTube is a great network to reach audiences. Today’s blog will offer several tips to help small businesses stand out from the endless amount of content on YouTube.

Similar to Google, YouTube has its own algorithm that determines the order of how videos are displayed in response to each search query. Some of these key factors include average visitor watch time, keyword relevance, number of subscribers, customer engagement and video length. By focusing on these criteria, brands will be more easily discovered and will stand out among other channels on YouTube.

  1. Share Relevant Content

YouTube’s algorithm for video search results and suggestion prioritizes videos that have a longer “watch time” over videos that receive more clicks. For this reason, the best way to optimize for this metric is by creating and sharing content that is relevant to viewers and will keep their attention. Videos that are too promotional or do not make sense to people who are unfamiliar with your brand will most likely cause viewers to move on to the next video.

YouTube users search for video content based on their needs. As a small business it is important to create content that addresses these needs. Many viewers on this platform are searching for educational information. Whether they are looking for a tutorial on applying a “Smokey Eye Shadow” or on how to bake “The Best Apple Pie”, viewers want a video that will give them clear step-by-step instructions. A great example of a company that does this is Birchbox. This monthly subscription service offers their consumers value by sharing useful content such as makeup and hair tutorials. By positioning themselves as a source for beauty and lifestyle tips, Birchbox is ready to be there for customers during their Zero Moment of Truth as discussed in last week’s post.

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Quick fact: Most top videos on YouTube are about three minutes long so make sure your videos are not too long.

  1. Optimize Your YouTube Homepage

Treat your YouTube channel as if it were your own website. Take advantage of every opportunity available to brand your page. Here are a few key opportunities:

  • YouTube allows for channel icon and cover photo customization. Make sure to select quality visuals that are a good representation of your brand.
  • At the top of every YouTube channel there is space highlight a video. This is a great opportunity to introduce a new audience to your channel. YouTube offers great tips on effective trailers here.
  • Complete the “about” section of your channel and include a strong call to action. A good CTA could ask views to subscribe to your channel or to visit you company website by offering a link.
  • Offer visitors links to your other social media channels.

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  1. Use Keywords

YouTube’s algorithm for video search result prioritization relies on the information you provide. This means that the titles, tags and descriptions you write are crucial. Video titles should be concise and include major keywords. Make sure to use as many relevant tags as possible. Similarly, video descriptions should use plenty of relevant keywords, convey key points from your video and highlight the value this video offers viewers.

Uploading a transcript will also help make your videos more search friendly because it lets YouTube know what your video is about. A transcript appears on your video similarly to closed captioning on TV. Therefore it adds convenience to viewers who are hard of hearing or those who are in a noisy situation. Uploading a transcript to YouTube is very simple, find instructions here.

  1. Make a Call To Action

When someone is viewing your video, ads and suggested videos can be very distracting and cause your viewer to click away from your content. Once you have a visitors attention, you should make a call to action encouraging them to visit your website, blog, subscribe to your channel etc. YouTube annotations offer a great opportunity for a CTA. Annotations should be carefully placed so they are relevant to viewers as they watch your video. Find instructions on how to add annotations here.

Video descriptions are also a great place to add a CTA. Below is a an example of how Birchbox uses their video descriptions to invite viewers to their website and other content streams.
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  1. Create Playlists

Use playlists to keep related videos organized. Once you have shared several videos, your content will appear messy and will become hard to find. Organizing related videos into specific categories will allow visitor to find exactly what they are looking for. The best thing about playlists is that they appear in search results and will keep visitors watching your content.

Every day, people watch hundreds of millions of hours on YouTube. By practicing these tips your YouTube channel will be sure to stand out from your competition.

A Guide to YouTube Ad Options

As a business owner it is important to align your overall objectives with your advertising strategy. Whether your objective is to increase brand awareness, sales, or even followers, YouTube offers different advertising options to help you achieve your business goals by reaching the right audience at the right moment.

There are two advertisement options available on YouTube.

Ad Option 1: In-Stream Ads

Why bother viewers with ads they don’t want to see? With the In-Stream ad option, only viewers who are genuinely interested in your video ad will receive your message. These types of video advertisements are placed before a specific YouTube video is watched. Your ad will be played for 5 seconds then viewers have to decide whether they would like to continue watching your ad or click the “Skip Ad” button and continue watching Beyoncé’s latest music video.

The brilliant thing about this advertisement option is that you will only pay when someone chooses to continue watching your video ad for at least 30 seconds or interacts with your video by clicking on call-to-action overlays, cards, or companion banners. As a result, only viewers who are interested and engaged will watch your video ad.

Tips

Be creative when writing your script to grab your viewer’s attention within the first 5 seconds. It is important to do this since viewers can skip your ad after 5 seconds.

These ads can be used to target viewers, who are searching for specific keywords on YouTube, watching videos on specific YouTube channels, have visited specific web page, or who have viewed similar content.

Ad Option 2: In-Display Ads

The In-Display ad option stands out because it offers a handful of placement opportunities. In-Display ads can be placed in response to YouTube search results, on the YouTube homepage, at the top of the recommended content list, and can catch users attention as they are viewing other content. Below are a few examples of where In-Display ads could be placed. These types of ads are designed to invite users to click on the thumbnail and watch your video ad.

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In-Display ads do not direct viewers to a landing page but instead sends viewers to your YouTube channel. These types of ads are intended to blend in with organic search results or recommended videos by strategically targeting your audience and delivering content relevant to what viewers are currently watching or searching. Similarly to the In-Stream ad option, you will only pay when a viewer clicks on your ad and begins watching your video.

Tips

Since In-Display ads do not direct viewers to your website or landing page, it is important that you include a call to action in your video content that moves viewers from your YouTube channel to a landing page. One way to do this is by providing links to different landing pages in your videos descriptions.

Create an eye-catching thumbnail image and a strong headline for your video to entice clicks. Images with bright colored borders or large visible text with a call to action are a good way to do this.

This ad option is great if you want to drive more traffic to your YouTube channel and increase your following. Since this ad option places your content near organic results, try to tailor your ad to relevant search queries of your target audience.

How to Measure Success?

YouTube is unique from other social media platforms because it incorporates sight, sound and motion, which helps create emotional connections with viewers. YouTube’s combination of video access, sharing, and community makes it an ideal place to engage with your audience.

using_youtube_analytics_sources

The best way to track the success of your video ads is through YouTube Analytics. As shown in the image above, this measurement tool can help you track your audience demographic, levels of engagement, performance compared to similar videos, among other insights Studying insights from your video ads is important because it can help you improve you video advertisement strategy to better reach your audience.

Why YouTube?

As the second largest online search engine in the world, YouTube is a great platform to communicate with your target audience. YouTube offers many ways to strategically target your audience whether it is by demographic, geographic location, age or search history. Through insights on YouTube Analytics, you can better tailor your ads to effectively communicate with your viewers.

Throughout this post, I pulled information from YouTube’s Help Center. Feel free to refer to this resource for further guidance!

 

 

Selecting a Target Audience on YouTube

By Marisol Ledezma

    When starting up a business, advertising may not always be top-of-mind. Mike Rhodes, co-author of Ultimate Guide to Google AdWords, says that YouTube’s enormous traffic and cheap pay-per-click rates are two factors that make YouTube an effective method to reach a target audience. Advertising through YouTube is ideal for small businesses on a tight budget because advertisers don’t get charged unless users view at least 30 seconds of the content.

    One of the most important steps when starting a YouTube advertising campaign is identifying a target audience. Without a target audience, the advertisement does not reach the right people at the right time, and therefore isn’t as effective as possible.

    Fortunately, YouTube offers a variety of methods for advertisers to zero in on their target audience. One of these methods is to select your target audience based on demographic groups. This method requires advertisers to choose the age, gender and parental status of the target audience.

    Advertisers can also select their target audience based on the viewer’s past interactions on the advertisers channel or previous videos. This method is effective because brands are able to reinforce their message with people who have already been exposed to your videos. This method is known as “video remarketing”.

    Another targeting method allows advertisers to chose websites, videos, and apps that are part of the Google Display Network to run their ads. This method is known as “managed placements”. In contrast to other targeting methods where ads are placed automatically, manage placements enables advertisers to select managed placements.

    A target audience can also be selected based on specific topics on YouTube. This method is known as “topic targeting”. Topic targeting lets advertisers reach viewers based on the topics of the videos they watched. For example if an advertiser selects the “beauty” topic, then someone watching makeup tutorials would be selected to view the advertiser’s ad.

    The final targeting method is based on words or phrases that are used during a video search on YouTube. When using this method, the ad will only appear when those exact words or phrases are searched on YouTube.

    YouTube’s large selection of targeting methods is one of the reasons why it is an effective tool. Advertisers can find instructions on how to activate these targeting methods by visiting YouTube’s help center here.