Google’s five top tips for effective online video marketing

As the most popular online video publisher, YouTube receives over 1 billion unique users per month who watch over 6 billion hours of video. It clearly goes to show that online video is a powerful and far-reaching tool that brands have at their disposal. 

Developing an online video presence (using a service like YouTube) to reach audiences means almost anyone across the globe can access online video ads at a click of a button.

But how can you harness this power to maximise your brand and make sure you are sending the message through effectively? Robbie Dourek, head of brand products at Google, shares his five top tips with below.

Have engaging content

Ask yourself if your content is engaging enough. You want your user to be totally engaged, entertained and captivated from the very beginning and from there, you’ll have them hooked. Be compelling, be unconventional. Traditional advertising alone is no longer enough, your content should also tell a story, which is a very important factor.

Dourek made an example of this with the “First Kiss” video that garnered around 85 million views on YouTube. Although the advert was for a clothing brand and the plot didn’t focus on that at all, it was still engaging and interesting enough for viewers to click and watch to the end.

Relevancy to the audience

How relevant is your content to your audience? Keep in mind that your audience is looking for something specific at a moment in time, so you want to provide them with information that speaks directly to them and their surroundings.

Sunlight and Mxit’s ad is a great example of this, they used the hit song “Happy” by Pharell but created their own video version of the song featuring ordinary South Africans of different ages, races and backgrounds. It’s uniquely South African, features a local product and uses South African people. As an added bonus, for every share the video gets, Sunlight donates R10 to the SA Ubuntu Foundation.

Create inspiring content

Your content should inspire your audience to start thinking about how they can interact with your brand and what they currently are doing. They should be inspired to change something for the better.

Think about the environment

Consider what kind of device your audience is using and how they are consuming your content, are they using a mobile, tablet or laptop? Are they watching at home or work? Think about you’re going to build your content in and around that environment. These days a lot of people are accessing the internet on more than one device throughout their daily routines.

Have a call to action

Depending on what your brand is about and why you are creating content, you might want to your audience to have the urge to do something to access it after they have seen the video. Think about how you can tell your audience where they can find your brand.


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