How to Create the Best Shoppable YouTube Videos?
YouTube is a big phenomenon in today’s era where digital and social media marketing are pretty much driving the brand marketing realm. The Google-owned video platform has over 2 billion active monthly users worldwide—something that surpasses that of Facebook. 79 percent of global internet users have an account on YouTube, and 78.8 percent of marketers treat the platform as an effective medium for video marketing. These numbers clearly show the rise of YouTube—the second largest search engine after Google—and how it’s becoming the go-to platform for video marketers.
When it comes to video marketing on YouTube, there’s a particular type of video that’s gaining traction in recent years—shoppable videos. The good part about these videos is that they emphasize your brand in a clip. It can be a product video, tutorial video or a demo video. The most effective way to get the best out of these videos is to make them shoppable. These videos are a part of YouTube’s direct response ad format, which seeks to convert YouTube users into real shoppers.
Shoppable videos make YouTube way more flexible than it’s seen to be, especially for direct-to-consumer brands. YouTube introduces this ad format following the rising demand of brands for better business outcomes from their advertising. To reap the maximum ROI from these videos, you need to ensure they are impactful. Here are a few tips to create these videos:
Know your audience
Like creating any video content, coming up with effective shoppable videos requires you to clearly understand your target audience. Who are they? Where are they located? What are they looking for? You need to answer these questions well in advance to come up with a unique idea for your shoppable ad. When you are armed with this knowledge, you will be better able to segment and target your market. Depending on your target audience, you will have to script your video in a way that not only showcases your offering positively and informatively, but also embeds your brand in their mind. This, in turn, will help you drive quality leads to your business through your video content, and increase your chances of closing a deal.
Use a video creation platform
Creating the best shoppable YouTube videos will require you to be highly professional. Moreover, it’s not a piece of cake because it requires some investment in equipment, cameras, and other videography tools. This is where you need a video creation platform—something that’s readily available online. Leveraging such a tool makes it easier for you to take advantage of the ad format; it can export your video file, upload it on YouTube and even track its performance. Such a tool saves you the effort of downloading and uploading your MP4 video clip yourself. Not to forget, you can use YouTube’s annotations, which allow you to add a URL to your video and create interactive buttons.
Use cards-based annotation system
Lastly, there are no dearth of ways in which you can use the shoppable ad format of YouTube. As mentioned in the previous point, you use YouTube’s annotation system to add shoppable attachments to your video content. But YouTube also has something called a cards-based annotation system, which is available to all advertisers through Google Adwords. It offer a menu when you go to YouTube video player that features a wide range of clickable interactive cards. This system is utterly useful if you wish to place your URL within your video without being blatantly promotional. Moreover, viewers can either decide to keep the menu with the video or make it go away by click on the small icon in the video’s upper-right.
Shoppable videos are a great feature that YouTube has introduced for today’s video marketers’ ease and convenience. Using these videos, you can emphasize some of your offerings better than ever and reap the quantifiable return from your investment. They can touch the right chord with your audience, boost your engagement, and drive your sales.