When most spirits brands think of digital marketing strategies, their thoughts typically revolve around marketing emails, running ads on social media in the form of videos and images, and SEO strategies on Google. While these areas are crucial to a well-rounded digital marketing strategy, one piece that is often overlooked and undervalued is the realm of cat videos, unboxing videos, and video game reviews – YouTube.
Often, these brands refrain from dipping their toes in the YouTube waters because they feel daunting and unfamiliar. “Where would we even start?” and “Do we need to make a YouTube channel or something?” are often questions we hear. We’re here to clear all that up. To alleviate your stressors around the platform and help you step your marketing game up another notch, here are seven reasons why you should incorporate YouTube in your marketing strategy.
YouTube presents a few unique characteristics allowing highly effective marketing efforts. After being acquired by Google in 2006, YouTube gained access to all of Google’s targeting capabilities, allowing ads to be served to your most relevant audiences as they browse endlessly for videos. Regardless of how you feel about personal data, it’s the name of the game when it comes to serving your ads to the right audience – and Google is best in class. Google’s targeting capabilities are more robust than Facebook and Instagram, and all those perks are at your fingertips when running ads on YouTube.
According to Google, 70 percent of people say they bought a product from a brand due to seeing it on YouTube. If you’re an upstart spirits brand, you have to love those odds.. And no, you don’t need to start a YouTube channel to have access. If you have a Google Business account (we can create one for you, if not), then you’re ready to roll on YouTube.
According to Alexa rankings, YouTube is the second most-visited site globally, only behind Google, which owns the platform. That traffic volume makes up one-third of the ENTIRE internet. This is one of the key reasons why adding YouTube to your digital marketing efforts is a must-do part of a cohesive brand storytelling strategy.
YouTube allows advertisers to track when viewers watch a particular portion of their videos, allowing brands to optimize and serve a follow-up ad to those people, continuing the story they were interested in. Using these sequential video ads in retargeting campaigns on YouTube can drive substantial recurring sales.
The key to tapping into YouTube’s colossal userbase is understanding how to optimize your content so the almighty algorithm works for you. Pay great care to create catchy, descriptive, and search-engine-optimized video descriptions. Optimizing your video titles and creating attractive, eye-catching social media thumbnail images will help your content be discovered by more potential customers. But always remember—Like anything your brand puts out there, nothing earns your brand more traffic than putting out consistent, relevant, and shareable content.
Take a second to look at your phone and scroll through the apps. Do you see YouTube there? We thought so. According to Sandvine, a leading network intelligence solutions provider, YouTube accounts for over 25% of all worldwide mobile traffic. With more and more of the average consumer’s attention spent on our devices, YouTube is a great opportunity to tell your brand’s story in a compelling multimedia format.
If there’s one thing you can bet on, it’s that YouTube isn’t going anywhere. Social media platforms have trended up and down in the past decade, with some rising to prominence and others fading into obscurity. After its founding in 2005, YouTube has become an essential piece of American culture – and it’s not just because of the cat videos. In fact, 86% of U.S. YouTube viewers say they often use the platform to learn new things (Think With Google).
Often dubbed “YouTube University,” people worldwide use YouTube for learning. From “How To Perform An Oil Change” to TED Talks to tutorials on how to start a bug collection, YouTube has become an irreplaceable asset globally, and it’s here to stay.
One issue many brands have, especially on social media, is appealing to younger audiences. Facebook simply doesn’t allow the kind of targeting you can find on YouTube (Google), and younger audiences are there in droves. According to Think With Google, 21.2 percent of YouTube’s global audience is between 25 and 34, and 17 percent is between 35 and 44. Combine that with their targeting capabilities, and you can get in front of those younger audiences very reliably.
Everyone Uses It
If someone has a Gmail account (and odds are they do), and they’re logged into their account open YouTube for the first time, they can sign in with one click. With free, seamless access to the platform, it’s no surprise that 79 percent of internet users say they have a YouTube account (Datareportal, 2019). As an advertiser, you can target and retarget all these accounts, allowing you to have the same precision that you would have in email marketing campaigns, only on YouTube.
One big selling point for YouTube we’ve seen with international spirits clients is that it’s available almost anywhere – and you can target almost anywhere. YouTube is available in over 100 countries, and the platform adapts to the many languages of the different markets it is in. With the capability of YouTube’s subtitles feature, there’s no need to make multiple versions of the same ad in other languages.
As a spirits brand, you know that storytelling is a big part of any craft maker’s success. Google and YouTube are great ways to educate and share your unique brand with potential customers and tell your story to the right people for your brand. Drinkubator includes everything from setup to keyword research to campaign management and optimization. Want to get started on YouTube? Just reach out, and our team will get you right where you need to be.