Hacking the YouTube ‘Playbook for Brands’: Paid to Earned

/ Aug 4, 2014

YoutubePlaybookBrands

With your channel complete and ready for the watching, you still can’t rely on brilliant set-up alone to gain a hefty audience. Thus, you’ve got to understand how to used paid media to get your brand some earned media.

In order to do this, you need a concrete promotion plan for your brand’s content. Let’s face it, you’re probably not going to start off on YouTube with millions of built-in subscribers and viewers waiting with baited breath for your next big video. That being said, lots of brands end up taking advantage of YouTube’s paid advertising opportunities to spread the good word and generate a fan base.

In case you were wondering just how paid media will drive viewers to your brand’s earned and owned media, take a look at the cycle illustrated by the Brand Playbook:

Screen Shot 2014-08-04 at 1.20.40 PM

According to the Playbook’s statistics, over a six-month period, 6,000 brand campaigns got one earned view for every two paid ones. In other words, if your brand shells out for some paid media on the video platform, it will reap rewards in terms of viewers seeking out and/or finding that content independently.

However, a lot goes into creating video ads. From proper formatting to picking the appropriate type of promotion, there are plenty of ins and outs when it comes to the paid media that will drive traffic to your brand’s other content. In our next Playbook-decoding post, we’ll delve straight into video advertisement format, which offers several options worth your brand’s consideration on the ‘Tube.

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