What is Youtube? Some think that YouTube counts as a social network. Others see it more as an online video platform.
But the truth is that YouTube has two billion monthly registered users around the world and ranks as the most used online platform. This is not something that can be ignored by any brand.
So in that sense, whether or not YouTube meets the criteria for social media is irrelevant. It is more popular than all of them. But with over 500 hours of video uploaded per minute, effective YouTube marketing is easier said than done.
However, YouTube and the rest of the networks have something in common. If brands want to have some level of relevance, they must have a strategy and must be clear that they must think outside the box in order to have a hook with their potential audience.
Year after year we see how brands give after feet on YouTube and fail to understand that they must do things differently, from a creative point of view, in order to make effective use of this powerful channel. Until this is understood, we will continue to see fortunate phenomena that an independent producer has a much larger audience than economically powerful brands. We like that, as it places greater emphasis for success on creativity and strategy than on money.
Digital advertisers around the world are enthusiastically embracing social media ads in the digital age.
With the changes in behavior and the increase in the use of the internet that the pandemic has meant even more.
But users often say that they are overwhelming, repetitive and irrelevant (this is the worst, we still do not understand the power of micro-segmentation).
Is there anything advertisers can do in their advertising design to improve the consumer experience?
Social networks have become multimedia channels where video messages have taken a stellar role in recent years, generating more audience than other information formats. However, the characteristics of each network are not the same in audience or in the video formats they can handle (duration and content). This forces advertisers to know the specific characteristics of each network in order to draw up an effective strategy to guarantee optimal advertising investment for video content.
In summary: Each social network has its clearly defined audience and its video duration formats and context. These particular characteristics must be part of the brand strategy to be successful in social media management.
Next we will see the particularities of each network in relation to the video content that they can assimilate and the market segment they serve...