Despite being influenced by many new media channels such as TikTok, Youtube is still one of the top choices of consumers. A recent report by Influencer Marketing Hub showed that up to 65.1% of marketers worldwide are planning to increase their Youtube marketing budget in the coming year, showing that the marketing potential on this platform is still huge. So what should brands do to maximize the effectiveness of Youtube in the context of consumers being influenced by too many media channels like today?
Some YouTube 2024 updates for marketers
#1. Outstanding features on Youtube today
In 2024, Youtube has added a number of new features, greatly affecting the activities of content creators on this platform. Especially about Video quality and E-Commerce:
- YouTube’s 1080p Enhanced option helps creators improve the image quality of some 1080p channels by increasing bitrate, upgrading to 4K for better video quality.
- AI tools like Dreamscreen enhance content options for YouTube Shorts.
- New YouTube Studio tools help creators optimize content based on user data.
- Shopping Collection further powers YouTube’s e-commerce by featuring products in creators’ content.
#2. YouTube Ads changes
In addition to basic features, YouTube advertising also has significant changes with some new points:
- YouTube is turning to first-party data for ad targeting, reducing reliance on information from external sources (like other websites, other apps), to meet privacy standards private.
- YouTube is making a lot of efforts to combat ad blockers, thereby improving ad performance significantly, but overall there is no real visible action.
- Despite being under great competitive pressure from Tik Tok, Youtube is still an effective advertising channel, especially in the middle and late stages of the conversion funnel.
Opportunities and challenges with YouTube Marketing
#1. Challenges & Requirements for Youtube Marketing 2024
Competition with TikTok: Competition is fierce with TikTok, requiring marketers to create engaging content to attract users’ attention.
- Get in tune with new features: Marketers need to quickly embrace new growing YouTube features like Shorts and Shopping Collections to ensure they stay competitive with other brands on the platform.
- Long video production: Producing engaging video content at scale requires a lot of resources, but it’s the type of content that’s critical for brands to succeed on YouTube.
- Use analysis tools: Understanding how to effectively use YouTube’s analytics tools is critical to tracking and optimizing campaign performance.
- Need to integrate Youtube with other campaigns: Integrating YouTube into your broader marketing strategy is essential to achieving your business goals.
- Note the privacy regulations: Youtube is gradually adapting to the loss of third-party Cookies, so brands also need to review privacy regulations.
- Fighting ad fraud greatly affects ROI: Optimizing user viewing capabilities and preventing ad fraud are factors that greatly impact businesses’ conversion rates on Youtube.
- Ensuring Brand safety is more difficult: As TikTok’s content offerings expand, it is also a threat to the brand.
#2. Youtube Marketing Opportunity
- Take advantage of YouTube Shorts: Attract younger audiences and increase brand visibility with short, impactful forms of content.
- Exploiting AI on Youtube: Use Al tools on YouTube to personalize content, improve audience engagement, and thereby increase conversion rates.
- New YouTube advertising technology: Leverage YouTube’s advancements in ad technology for more precise targeting to drive ROI.
- Commercial development opportunities: Brands can integrate live shopping and social commerce to create engaging, real-time shopping experiences on YouTube.
- Opportunities to develop your brand with Influencers: Collaborating with influencers to create authentic content and attract more audiences is seeing a lot of positive results on Youtube.
Global YouTube Marketing Trends
#1. Marketers are likely to increase budgets in 2025
According to a survey by Influencer Hub, more than 65.1% of global marketers shared that they plan to increase their marketing budget on this platform next year. This trend of increasing budgets shows marketers’ confidence in the potential and effectiveness of YouTube Marketing. Most brands are trying to find ways to take advantage of YouTube’s vast reach and interactivity. This positive growth is also quite consistent with the general development trend of video marketing.
#2. Youtube advertising effectiveness
The survey shows that YouTube’s advertising options continue to be effective for many brands. Up to 51.6% of brands saw positive growth in advertising performance on Youtube and 20.5% saw fairly stable performance. However, there are still a small number of brands reporting flat or declining performance, suggesting that perhaps some industries or some special campaign types are still not fully exploiting YouTube advertising.
#3. The Growing Trend of non-paid Content
Organic content is still an important part of YouTube strategies. Currently, most marketers still spend a lot of effort creating organic content. This shows that many brands have achieved positive results from creating content that resonates with their audiences.
Surveys on paid advertising rates also show this: 51.6% of marketers use paid advertising, the remaining 48.4% do not use it. Thus, in reality, many marketers still appreciate the potential of YouTube marketing campaigns using organic content, not dependent on advertising costs.
#4. Main Goal for Youtube Marketing Campaigns
51.6% of marketers are using YouTube Marketing to increase brand awareness. This number once again shows that YouTube is still a strong platform and has the ability to reach a large audience, meeting the goal of increasing brand presence. However, as noted in the opportunities section, features connected to commerce are growing on YouTube. Therefore, a significant number of marketers are also gradually focusing more on conversion goals for marketing campaigns on this platform.
Along with the above goals, marketers often use the main performance metrics of a YouTube Marketing Campaign: Engagement rates, Conversion rates, Brand awareness and ROI.
#5. What types of campaigns are used most on Youtube?
Currently, the two main types of campaigns used in YouTube marketing campaigns are: Influencer Marketing with 25.6% of marketers using it and Organic content marketing with 25.1%. In addition, paid advertising campaigns are also featured at more than 13.5%.
From these numbers, it can be seen that Influencer Marketing and Organic content marketing are far more dominant than paid advertising. Showcasing the growing importance of authenticity and intimacy in YouTube campaigns.
Influencers and Organic Content dominate on Youtube
In particular, marketers highly appreciate the effectiveness of Influencers in YouTube marketing campaigns. Because the nature of YouTube is a platform where influencer activities play a major role in shaping viewers’ interests and behaviors from time to time. So perhaps brands should consider including Influencers as one of the core activities of their YouTube marketing strategy.
#6. The Explosion of YouTube Shorts
YouTube Shorts is increasingly popular with marketers because of its fast, impressive way of conveying content and in line with the trend of watching short videos among today’s consumers, especially young people. More than 33.5% of marketers shared that they use YouTube Shorts regularly and 20.9% use this form of content occasionally.
With the ability to quickly attract attention, Youtube Short is considered a very effective tool for activities at the top of the customer funnel. Marketers today mainly use this tool to target goals such as Increase brand visibility, Target a specific demographic, Make short format ads or Drive traffic. traffic to longer forms of content,…
Role of Youtube Short
#7 Shopping Collection brings a new breeze to YouTube Marketing Strategy
The birth of Shopping Collection significantly changed the game for marketers on YouTube with the ability to boost product display frequency and Sales quite effectively. However, a portion of the marketers surveyed still have not really taken advantage of this feature, showing a very potential growth opportunity for brands willing to participate in this race.
Currently, Shopping Collection is loved by many marketers with outstanding benefits such as: Significant increase in sales, Improved visibility and conversion rate, No major impact on sales strategy, … Especially for brands focusing on DTC (Direct to Customer) sales, taking advantage of this feature can provide significant e-commerce advantages.
In addition, the report also states a number of other information and trends such as the impact of YouTube’s anti-advertising strategy on brand campaigns, budget allocation for campaigns,…
Thus, compared to the report about TikTok that we analyzed in the previous article, some differences between these two tools can be clearly seen:
- About marketing budget: TikTok is a more stable investment thanks to high engagement, lower production costs, and well-driven ROI through features like TikTok Shop that drive sales. Meanwhile, the difference in budgets for Youtube shows that many marketers are still skeptical about the usefulness of this platform.
- About trade: Both platforms have integrated e-commerce, but it is not difficult to see that TikTok Shop’s popularity and user experience are much more prominent than TikTok Shop’s. Youtube. YouTube shopping, while effective, is still fairly new.
- About content: Both platforms prioritize organic content, but YouTube focuses more on long-form videos. While TikTok stands out with its strengths in Trend and UGC. But what they have in common is that they both value authenticity and organic content.
- About the influence of Influencers: Influencers are still an important strategy on both platforms. But YouTube focuses on long-term, more detailed collaborations, while TikTok focuses on viral content, suitable for the dizzying density of information consumption on the platform.
Summarize:
Thus, in general, YouTube is still an effective communication channel for brands to increase recognition and reach a large number of consumers. However, it should be noted that YouTube’s strength is still the long video format combined with influencers. YouTube Short also brings significant effectiveness but often focuses on the early stages of the customer journey. It is also important to pay attention to new e-commerce features that brands can exploit to increase sales.
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