The truth is, video is poised to guide the future of marketing. Marketers around the world now do not rely on any other social media platform except YouTube for their video marketing campaigns. In 2019, the video streaming platform generated advertising revenue of around USD 15.15 Million worldwide, which was around 9.4% of Google’s total annual revenue.
If you are a brand owner, you will find incredible opportunities on YouTube to generate brand awareness and increase your sales. But for that, you need to create a marketing funnel that would help you reach consumers at different stages: top, middle, and bottom.
Advertising on YouTube is not only about making engaging videos, but also about making videos that match the reasons consumers are accessing the platform in the first place. In this article, let’s shine a light on top funnel advertising on YouTube and the kind of videos you should be creating for consumers during this part of their conversion journey.
What is Top Funnel YouTube Advertising?
Top Funnel Advertising on YouTube is all about creating branded messages for users before your product or service hits their brand awareness. This stage of YouTube advertising is extremely crucial in achieving sustainable business growth and taking the brand to the next level. At this point in your advertising funnel, your audience identifies the different challenges and looks for a solution to overcome them.
Advertising content for the top level of your marketing funnel is all about letting your audience know about a real problem they are facing and communicating the solution in the form of a video. When done right, YouTube advertising at this point is effective in differentiating your brand from your competition, allowing you to become the first choice. It becomes extremely imperative for you to focus on quality and reach this stage. When you place your ad correctly, you have a chance to grab the largest share of your target market.
Types of videos to create for top funnel viewers
Successful YouTube advertising at the top of the funnel will require you to create the following types of videos:
How-to videos are of the utmost importance in today’s YouTube brand marketing initiatives. These videos highlight complex concepts and explain them in easy-to-understand language. Through these videos, you will be able to give your viewers a clear understanding of your solution and how it works. A good way to make these videos interesting and engaging is through the use of visuals, animations, and graphics.
At the start of their journey, your viewers won’t have the information they need to identify a solution to their problem. You need to be their guide when they start getting into the top of your marketing funnel. This is where educational videos come into the picture.
Short video ads
Finally, video classifieds work really well to grab the attention of your high-end viewers on YouTube. These videos are short and send your message in an easily editable format on YouTube. Usually, these videos are 30 seconds long, which is why you should write an extremely crisp post. When done right, these videos can quickly grab your audience’s attention and hook them until the end. Much like the two types of videos mentioned above, these videos aim to identify a problem and provide a relevant solution to your viewers.