Today, most families still keep the tradition to sit in living rooms and watch television together after dinner. The biggest difference is that people watch their personalized content on their second-screen at the same time. Additionally, with three hundred hours of video uploaded to YouTube every minute, viewers can easily choose from a limitless library of on-demand content. This phenomenon shows that video consumption has gone from evening television to twenty-four-seven.
Lucas Waston, VP of global brand solutions and innovations at Google, shares his insights to brands that want to create relevant videos to their consumers. He pointed out the fact that mobile devices are the place people turn to for help when they need further clarification, in-depth information about new things, or reviews before purchasing a product. Google calls these events micro-moments. They can happen in organic search, brands’ websites, mobile Apps and increasingly on YouTube. To reach the niche segment, brands need a new video strategy to capitalize on opportunities for video micro-moments.
Google categorized micro-moments into four types that brands can ensure they’re offering relevant and useful information by understanding their consumer’s intent on YouTube.
Google shares three ways to adapt video strategy to micro-moments:
Identify the micro-moments where your audience’s goals and your brand’s goals intersect.
People come to YouTube to find what they need, want and are interested in. Brand marketers should place themselves into their consumer’s purchasing journey and map out what they are looking for.
For example, beauty brand, Sephora noticed that beauty-related content on YouTube grew significantly in 2014, and how-to-do videos are the most popular format. Therefore, Sephora creates beauty tutorial videos to meet its’ viewers’ need.
Be there when your audience is looking for useful content that answers their needs
To reach the audience at the right time and right place when they need you is essential to convert views to sales. Make sure your brand shows up in organic and paid search.
Sephora creates its own original content, curated video playlists with trending beauty keywords on YouTube, and collaborates with makeup vloggers to make content that looks organic in the YouTube environment. Further, Sephora uses TrueView in-display ads, which gives its videos a better placement at the top of beauty search results.
Help your audience find you, even when they’re not looking, with relevant video ads
Even when people are not actively looking for answers, brands can engage them by showing relevant messages based on their interests. Instead of demographic targeting, brands can observe the intent and context of viewers and take it as a signal to determine purchase intent.
For instance, Sephora employs affinity targeting (based on user interest) and in-market targeting to find potential customers. The feature of in-market targeting is based on YouTube users recent and repeated digital behaviors. If a viewer intensively researches products and checks the online review of beauty products, she might be the potential customer of Sephora. Context is also a key factor. When a viewer is already watching beauty videos on YouTube, Sephora’s ad is more relevant to her.
Brands’ opportunity to connect with consumers through videos has exploded into millions of these micro-moments. To win consumer attention and ultimately drive sales, brands need to provide relevant content and add-on values during these critical micro-moments.
Interested in learning more? Go check Google’s ebook or contact Golden Arm Media to explore more video strategy.
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