The use of social media for marketing purposes has been a common practice these days. However, digital marketers still need to know the differences between each social media platform.

YouTube is one of the most used social media platforms. It has over 2 billion monthly active users and is the largest video-sharing platform in the world. It is also a popular digital marketing channel. More than 50% of digital marketers use YouTube as part of their marketing strategy,

But what makes YouTube marketing so effective? Learn everything you need to know in this YouTube marketing article from our series of social media platforms explained.


Why Use YouTube For Marketing?

Before we dwell on the different techniques and strategies for YouTube marketing, let’s first look at what YouTube exactly is.

YouTube is a social media platform focused on video sharing and video content. It is the second-most visited website in the world. just behind Google. It also has more than two billion active users each month. It has significantly grown, with roughly 500 hours of video content uploaded on the site every minute.

YouTube marketing has also been a popular strategy among digital marketers. It is an effective and powerful marketing tool to increase brand awareness, reach a target audience, build a community, boost traffic, and generate sales and revenue.


Types Of Videos For YouTube Marketing

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While YouTube stands as the world’s largest and most popular video-sharing platform, it is important for marketers to understand the different video content types on the site.

There are various types of videos that digital marketers can use to draw organic traffic to their channels. Here are some of the most common video content available on YouTube.


How-to Videos 

How-to videos are used to educate audiences. It is used to share relevant, valuable information. Through this, brands can establish their credibility and build trust with their audiences. It can also help build a reputation as a reliable and trustworthy expert in their niche or industry.


Social Media Videos

Social videos are designed to engage an audience. It features content that is supposed to resonate with people’s emotions. The goal of social media videos is to create engaging content that will encourage viewers to share them on other social media platforms. Viral social media videos are great for brands to boost visibility and online presence.


Branded Video Stories

Branded videos are another way online businesses engage with their target audience. Much like social media videos, branded content also aims to resonate with its viewers. However, the focus of branded video stories is to highlight the brand’s message. Branded video content can be produced as short films, series, or documentaries to increase audience engagement.


Video Interviews

Interviews are another engaging type of media. It is one way to bring relevant and valuable information by tapping into industry experts and the like. Considering this, brands use video interview content to get information coming from a reliable source. Brands also work with social influencers to reach specific target markets and audiences. Aside from that, another popular source of interview material comes from user-generated content. This type of video involves brands interviewing the general public to gain insights from people on the street. 


Customer Testimonials

A customer testimonial is a powerful marketing tool. Using video as a medium to showcase positive customer experiences is one way to build trust and establish credibility. Customer testimonials can be further dramatized to boost engagement and deliver a stronger message. 


Everything You Need To Know About YouTube Ads

YouTube is one way to draw organic traffic. However, the platform also offers brands paid marketing opportunities through YouTube Ads. 

YouTube Advertising is the platform’s paid marketing strategy that automatically boosts online visibility. From there, brands can meet specific marketing objectives such as increasing brand awareness, driving website traffic, or generating sales. 

To give you a better idea, here’s an overview of the different types of YouTube Ads.


Bumper Ads

Bumper ads are designed for short and quick advertising. These are non-skippable short video ads that typically show at the start of a video. Although bumper ads are only around six seconds long, they can still be an effective advertising tool to deliver a strong or simple message. Brands can use bumper ads to pique interest or announce a call to action. 


Masthead Ads

Also referred to as discovery ads, marketers use this type of YouTube ad to boost their online visibility. Masthead advertising is a strategy that puts a brand’s content on users’ home feeds or search engine results pages. YouTube also incorporates discovery ads in users’ recommended videos and related content. 


Non-Video Banner Ads

YouTube also has a non-video option for its advertising programs. Brands can use non-video banner ads that will be displayed on the side or on top of a video that is playing. Banner ads can feature still images, text, or even an interactive button that can be linked to a landing page or online website. 


In-stream Video Ads

In-stream video ads are the most popular advertising format on YouTube. It is categorized into two types – skippable and non-skippable in-stream video ads.

In-stream videos are advertisements shown at the beginning, middle, or end of a video. Generally, skippable in-stream videos run for at least 5 seconds before having the option to move on. Considering this, the ideal length for a skippable in-stream ad is at least 12 seconds and under 3 minutes. 

One advantage of in-stream video ads is that brands are only charged when viewers watch the ad for at least 30 seconds. Aside from that, skippable in-stream ads are accompanied by a banner ad on the side that stays throughout the video. 

On the other hand, non-skippable in-stream video ads are perfect for brands that are in need of visibility to boost brand awareness. This type of YouTube ad is charged on a per-impression basis but ensures success and effectiveness. 


Important Tips For Successful YouTube Marketing

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Conduct keyword research

YouTube runs like a search engine. This means that keyword research is an essential part of running a successful YouTube marketing campaign. 

To ensure that your videos are ranking high in YouTube’s search results, incorporate relevant keywords into your video title. Aside from that, don’t forget about your content’s meta tags and descriptions. Include as many primary and secondary keywords into your content to make your videos more relevant and valuable based on YouTube’s search engine analytics.


Create engaging video thumbnails

Aside from your video title, the thumbnails are one of the first things a viewer would see when browsing their feeds. Considering this, it is important that digital marketers know how to create an eye-catching and attention-grabbing video thumbnail. 

One helpful tip is to avoid too many graphics. Don’t clutter your thumbnails. Instead, use one or two still images and add an intriguing text or relevant keyword. Doing this will not only draw viewers but will also give them an idea of what your content is about.


Dip your toes into YouTube live-streaming

Live streaming is one of the newest trends in video marketing and social media marketing. As platforms like Facebook, Twitter, and Instagram include live video features, audiences are looking for this type of real-time content and engagement. 

Brands can use live video streams to interact with their target audiences in real time. They can showcase their products or services, provide sneak peeks at behind-the-scenes processes, and build a social network of loyal viewers and customers. 



YouTube is one of the largest social media sites globally. Considering its vast user base and massive reach, it is essential for digital marketers to know how to best utilize this platform for their online marketing strategies. 

There are a lot of ways digital marketers can utilize YouTube for marketing. They can create video content to boost brand awareness, educate their target audience, or promote their products or services. They can also use YouTube videos to establish their credibility and reliability as a valuable source of information. 

YouTube videos can also be a tool to drive traffic, generate leads, and increase online sales. Aside from that, YouTube channels can also be a viable source of revenue through the number of views and other paid content. 


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