Marketers’ Primary Goal When Using YouTube Shorts.
If you’re a marketer and you’re not including YouTube in your strategy, what are you doing? This video powerhouse isn’t just the reigning champ of social media in the U.S.; it’s practically the holy grail for marketers looking to shine a spotlight on their brand. In fact, nearly two-thirds (65%) of marketers surveyed by Influencer Marketing Hub are planning to increase their YouTube ad budgets this year. And who can blame them? YouTube isn’t just a platform; it’s a marketing powerhouse!
Here’s the scoop: YouTube is a small business marketer’s best friend, with almost half of respondents describing it as “very effective” for achieving their goals. And it’s not just about cat videos — YouTube ads are delivering results, with performance metrics on the rise.
In fact, a report from earlier this year revealed that YouTube is climbing the ranks for engagement and ROI. But what’s the top focus for marketers using the platform? You guessed it: brand visibility. A whopping 51.6% of marketers say that their number-one goal on YouTube is to increase awareness of their brand—no surprise there, right? They want eyeballs on their product, and YouTube delivers the crowd.
But, wait! There’s more. It’s not all about the top of the funnel. Over a quarter (26.5%) of marketers are also eyeing the bottom of the funnel, hoping to convert those curious viewers into loyal customers. For the rest, it’s a mix—about 21.9%like to keep it balanced.
Shorts? You Bet!
No conversation about YouTube today is complete without mentioning YouTube Shorts. They’re everywhere, and marketers are all over them. About three-quarters of respondents are tapping into the short-form video craze, with nearly half (45.6%) using Shorts primarily to boost brand visibility. Whether they’re after a wider audience, looking to target a specific demographic, or simply showing off their creative chops in bite-sized clips,the use of YouTube Shorts are on the rise. For marketers, it’s all about catching attention quickly—and Shorts are the perfect tool. Forget long-winded explanations; the key is a sharp, concise format that packs a punch in under 60 seconds.
Influencers, Multi-Formats, and Shopping—Oh My!
But what about those other marketing tactics? Influencer marketing is still a heavy hitter on the platform, with about 45% of marketers saying it’s “very effective” for driving results. And if you’re thinking about mixing things up a bit, multi-format campaigns (think: long-form videos, Shorts, and live streams) are more popular than ever, with over 64% of respondents using a mix of formats to reach their audience. The catch? Making sure all those formats are in alignment and send the same message across—cohesion is key!
The Takeaway: YouTube is Still the Place to Be
So, what’s the bottom line? YouTube isn’t just a platform; it’s a marketing powerhouse. Whether you’re looking to boost brand visibility, tap into the influencer market, experiment with Shorts, or even sell directly through your videos, YouTube is the place to be. Small business advertisers are seeing results and aren’t afraid to invest more to take advantage of all it has to offer.
Want to get in on the action? Time to fire up those YouTube campaigns and make some waves!
Quick Facts:
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65% of marketers are increasing their YouTube ad budgets.
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51.6% say brand awareness is their main goal.
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64% are using multi-format campaigns.
If you’re ready to take your advertising to the next level, consider applying for a free marketing review with Bob Abbate. No cost… no obligation!
Schedule Your Free Marketing ReviewPublished on MarketingCharts.com in October 2024 | Data Source: Influencer Marketing Hub. Based on an August survey of 250 marketing professionals from various industries with active roles in digital marketing