When was the last time you were on YouTube? Nearly half of Canadians would answer “today”. It’s the second most popular social media platform in the country. Google says “brands that harness the storytelling capabilities of YouTube can reach and engage consumers”. Google has a vested interest in making this statement as the owners of YouTube, but it’s a valid point. A video is an exercise in storytelling and a great way to engage with customers. Why not post that video on a platform 48% of Canadians visit every day, taking advantage of YouTube for business?
Top Views in 2018
So what are Canadians watching? There aren’t any businesses featured in the top-ranked list from last year, but don’t let that discourage you. It’s easy to use YouTube for business, inserting yourself right into the middle—or the beginning, or the end—of the viewing frenzy. YouTube’s overall most popular videos of 2018 are compiled on YouTube rewind. Every year since 2010, the platform has created this recap featuring a growing cast of YouTubers.
YouTube for Business—Paid Media
Consumer-targeted videos on YouTube can be used for branding, promotion, recruiting, and a whole host of other initiatives. These posts are discovered through organic and direct traffic, or you can opt for paid media. Ad buys allow a business to target an audience based on the videos they watch online. There are several choices when it comes to paid ads and formats:
Google Display Network. This is comprised of Google properties, including YouTube. Paid ads will show up in and around YouTube.
https://www.youtube.com/watch?v=FRTy39Y8kWU
True View Video Ads. A thumbnail of your video and some text will appear next to related YouTube videos, as part of a search result, or on the mobile homepage. A viewer can click on the ad to watch your video, which plays from the YouTube Watch page.
Video Overlay. These are the banner ads that run at the bottom of a YouTube video. When a viewer hits play, the ad runs with the related video.
YouTube Business Channels
Many businesses have their own YouTube channel. It’s a place to amalgamate videos and brand-related information. The home page is an opportunity to use a logo or other branding for cover art. Icons for social media channels and a subscribe button are options that encourage customers to further engage with a company. The tabs let people drill down into content.
Video. A list of your public videos with thumbnails. By default, the newest videos will be listed first.
Playlist. Create a continuous stream of videos with a common theme. Add videos from other channels, too.
Channels. Additional channels can be identified here. This is the place to list your partnerships.
Community. This is where your viewers can engage with your brand. It’s a great place to learn more about your TM.
About. Like any about page, this is your chance to summarize your business and talk about things likes values and vision. List other social media networks and contact information here.
Top Brands on YouTube in Canada
If you’re interested in seeing which businesses used YouTube to successfully connect with Canadian consumers, have a look at the ads leaderboard. For Q4 of 2018, the top five brands were Tim Hortons, A&W, Walmart, Skip the Dishes, and Canadian Tire. These ads connected with the audience through some tried-and-true methods. Celebrities took centre stage, stories were told, and real people were featured. One ad, in particular, targeted its Canadian audience.
https://www.youtube.com/watch?v=bng_LDPcGDE
Your Video on YouTube
We’re big supporters of video for business. But don’t just take our word for it, look at the statistics that show video leads to an increase in awareness and conversions. Let us help you engage with your audience, then post that video on your website, social media, and YouTube. Call us today for a free quote.
