Video advertising has always had an important influence in the world of marketing; whether on the TV (as has been the trend for a number years already), or even today thanks to Youtube. With a platform like Youtube, advertisers can hope to diffuse advertisements to billions of users but must also consider their SEO on Youtube to properly reference their videos and increase their visibility.
The amount of time people spend watching videos on their smart phones continues to grow. Thus, advertisers have real challenges because they need to really hook users in less than five seconds before they stop viewing the ad on Youtube.
Video advertisements highlighting the empowerment of women have been very successful for some time for many brands such as Nike, Always and Dove who did not hesitate to create ads in this direction. These advertisements are an opportunity for each company to make a lasting impression to Internet users, according to Youtube’s CEO.
The influence of video advertising
With the use of smart phones, mobile video ads can influence a consumer’s behavior. According to a research from Ipsos, 40% of users in the US visited a company’s website or even went to their store directly after viewing an online video advertisement.
Moreover, according to research from Ipsos, 28% of Americans have made a purchase online or in stores due to viewing an online video advertising.
The influence of videos on consumer society is real, especially when we take into account the fact that Youtube can reach more adults 18 to 35 years that a traditional television channel.
However, in order for an advertiser to stand out online, it is essential that their ad subject speaks to users. Thus, these video ads are an opportunity for brands to break traditional stereotypes.
The role of women in advertising
“Let’s make #likeagirl mean amazing things”
In 2014, the brand of feminine hygiene products “Always” created an advertisement that was a resounding success with the hashtag #LikeAGirl. This video shows how children and adolescents (boys and girls) perceive girls when they run, when they fight or even when they throw a ball.
While teenagers gave negative images of girls, young children showed strong, positive images. The difference between the age gap is enormous and Always captures it in an exemplary manner. As we can see on the screenshot above, the video has been viewed over 61.8 million times to date, since 26 June 2014.
Last year, screenings of video ads highlighting the strength of women rose on Youtube. In seeing such advertisements, women ages 18 to 34 are more likely to interact directly with the video for example by sharing it or commenting on it. According to Susan Wojcicki, CEO of YouTube, any brand and has an opportunity to break stereotypes by showing strong images of women.
Finally, as women in the US will surely control 2/3 of consumer spending in the next decade, it would be wise for companies to create video ads that will speak to them.
Have an ad marketing strategy have on YouTube
The purpose of a Youtube account is to publish videos regularly. For a business, the goal is to use video advertising to provide a return on its investment. This is why brands need to create effective advertisements that will really speak to users in five seconds, or the rest of the video will simply not viewed.
For example, a Google search suggests that the logo of a company should be linked to a particular product at the beginning of advertising, otherwise the video will be less likely to be viewed by Internet users.
Moreover, even if you do not use advertising on YouTube, you need to build a content strategy for your videos to be viewed regularly. For an example of this, the company Clean & Clear published a new video at least once a week, segmenting into different categories: happy, hero and help content…
The happy hero content helps to primarily highlight the brand while the help content instead promotes the company’s specific products. This strategy is attractive because it allows the use of content that will touch large-scale users (with more generic heroic content) and a target audience (with the help content for young girls, for example).
Using the empowerment of women is a strong subject in videos. However, we must not forget that the main objective of these companies is to increase their sales. So remember to use subjects that will reach people so that they interact with your videos. It is also a chance for brands to take the opportunity to try to go against the prejudices that society promotes.
But if you are not a big company like Nike and you do not have the means to carry out video advertising, we advise you to start working on your video SEO as part of your web marketing strategy. This can already start to increase online awareness of your videos.