Many marketers think of YouTube as just a place for brand building, but it can actually be a really strong performer for driving results. The way people watch videos is changing, and YouTube offers a unique environment for engagement. This article explores how to make the most of YouTube, especially for performance marketing, by looking at creator content and how it fits into your social media strategy.
YouTube: More Than Just Brand Awareness
YouTube users often approach the platform with a specific purpose in mind. Unlike the endless scrolling on other social media, people go to YouTube to find something – whether it’s information, entertainment, or a solution to a problem. This intent creates a highly engaged audience, making it a powerful space for brands to connect.
Integrating YouTube into Your Social Strategy
It might seem like YouTube and other social media platforms are rivals, but they can actually work together very well. Your customers are likely spending time on all of them. By treating YouTube as a natural extension of your social campaigns, you can extend your reach and improve performance. This is especially true when focusing on YouTube for performance marketing.
Key Takeaways
- YouTube can be a high-performing environment, not just for brand building.
- Users come to YouTube with intent, leading to higher engagement.
- YouTube integrates naturally with existing social media campaigns.
- Creator content, especially through partnerships, can drive significant conversions.
A Real-World Performance Test
To see how YouTube stacks up against social media, a test was organised to mimic social media tactics as closely as possible. The same creator-made assets were used in both environments, with aligned goals. The results were quite impressive:
- Cost Per Mille (CPM): A 59% decrease in CPM was observed on YouTube, meaning better reach for the money.
- Click-Through Rate (CTR): There was a 7% lift in CTR on YouTube compared to social media.
- Return on Ad Spend (ROAS): The most significant finding was a four-and-a-half times increase in ROAS when measured against standard social media campaigns.
The Power of Creator Partnerships
Partnership ads on YouTube allow brands to tap into the unique strengths of the YouTube creator community. For example, one client, a new parent consulting service, worked with YouTube BrandConnect to collaborate with creators who specialise in their niche. The content produced was highly effective. In fact, over a third of all conversions within their demand generation campaigns came from these creator-produced assets.
Top Tips for YouTube Success
To get the most out of YouTube for your marketing efforts, consider these three key tips:
- Align Your Measurement: Make sure your measurement framework accurately reflects YouTube’s contribution. When done correctly, YouTube’s value becomes much clearer.
- Work with Creators: The YouTube creator ecosystem is vast. Creators understand the platform and know what works, making them ideal partners.
- Use Existing Assets: You likely have a wealth of proven creative assets from other social platforms. Bringing these over to YouTube can give you a significant head start.
