If you’ve spent any time on YouTube, you’ve seen those videos at the beginning or end of your content. Maybe you’ve even discovered a new brand that way; their messaging compelled you to click on their link and learn more.
But even if you’ve seen it in action, you might still be hesitant to try YouTube advertising for your own business. Creating video content can seem intimidating, and is it really worth all the fuss? If you’ve been thinking about trying your hand at YouTube advertising but aren’t yet convinced that it’s the right fit for you, allow me to walk you through some of the pros and cons associated with YouTube advertising so that you can decide for yourself.
The Upfront Costs of YouTube Advertising
As with any form of advertising, there are some upfront costs associated with creating this kind of content. You need to come up with an idea, write a script, and film the content (or hire outside help to get it all done). If you’re going to add YouTube advertising to your marketing strategy, you’ll need to budget for it.
While you may feel tempted to cut corners in the creative process to reduce costs upfront, in the end, any resources you set aside to boost the quality of your video advertising will be a worthwhile investment. Great storytelling is an essential component in video ads, and you want to be sure you’re creating a video that draws people in within the first few seconds. It’s not easily done, but a marketing pro knows how to make it happen!
(But, you can always work with a marketing partner who can take this part of YouTube advertising off our your plate “ hint, hint!)
The Potential Reach
YouTube is an immense platform. They have over two billion active users each month, and they have launched local versions of the platform in over 100 countries. No matter who your ideal client is or where they’re located, there’s a pretty strong chance they’re on YouTube.
Related: Does YouTube Advertising Work?
The Competition’s Stance
While the advertising opportunities presented by this platform are huge, it doesn’t seem that most local businesses have taken advantage of them yet. In fact, only 9% of all local businesses are creating YouTube ads.
Now is the time for you to beat your competition to the punch! Get in on the ground floor with local YouTube advertising and you’ll have an established presence on the site before your competition even sets up their YouTube profile.
The Overall Cost
Yes, there are upfront costs, and you do need to set a budget for yourself before you dive into your campaign, just as you would with any other marketing campaign. But fortunately, after the initial investment, the costs to running and maintaining your ads are very reasonable.
If you’ve got visions of multimillion-dollar Super Bowl ads dancing through your head, fear not! The average cost of a YouTube ad is inexpensive per view or click.
Unlike with traditional television ads, where you pay for the airtime upfront and then cross your fingers that it reaches your desired audience, YouTube advertising allows you to pay only for the ads that actually get traction. If no one clicks or views your ad, you don’t incur any costs.
The Audience You Define
Speaking of finding the right audience for your ads, YouTube empowers you to do just that by specifying the types of people you’d like to show your ads to. YouTube gathers deep insights about their viewers, and they allow marketers to tap into this information so that they can target their advertising at the right people.
You can target your advertising based on demographics “ things like age, location, and gender. You can also sort for viewers who share interests related to your brand. For example, a sporting goods company might want to target those who are interested in fishing, or golf, or any other relevant outdoor activity.
YouTube also tracks information about major life events, and you can target based on these milestones as you would demographics or interests. Let’s say you’re a local florist; it would make sense to target your advertising at newly engaged people who might be in the market for someone to handle flowers for their wedding.
Finally, you can define custom intent audiences for your content. YouTube allows you to direct your ads to consumers who have done research recently on products or services relevant to your brand.
Defining your audience ensures that your ads are seen by those who are most likely to be interested in the first place. Of course, understanding the traits and behaviors of those most likely to love your brand means understanding your existing customers, which often takes some time, research, and a dive into your existing data.
Lots of business owners have heard good things about YouTube advertising, but they’re wary of diving in too fast and making a mistake. Going in with your eyes open about the pros and cons can help you to decide if it’s the right fit for you.
It’s also a great help to have a marketing partner who understands all the ins and outs of video marketing. That’s where we come in. Take a look at our YouTube and video marketing solutions, and then give us a call so we can discuss!