eee Rays : 5 5G) for Brands How to succeed in 2022 a eeAbout Team5pm Teamspm is the YouTube le work tor some excalient agency for publishers, brand lke Amazon Prime advertisers and brands. A 2 Video, PayStaton, Heineken, fullservice YouTube Agency Unilever, Canan, Samsung specializing in svatogy, content. ard moe! proauction chanel grout, fdversing and deta research, And are you curious to know wwe kro How YouTube works were our name comes frm? andiow best to mplement Research done a fw years Irfor our cents We do hs ago revealed that Spm isthe by combining aur years cf best ma to upload vides on experience wth dats-orven YouTube, Pls, i's alo a great jeoneutancy and slgoritim- time end the workasy! ‘eensly content creation that help cents acrieve success at every stage ofthe marketing funnel, We translate ll oth Into clear strategy that leads to peter rut, © Sigs niemnen nee er venenn aaron par iorSummary people slick on, watch for tong 10 my brand You undersard the patorm and How ean ine worlwide, YouTube has Pereas of tine andthatIve ue viewing Behavar. What non? How -pferenee? leas rare indispensable inthe lves of to the viewers expectation, can yourevandefectly uize today’s consumers, The popula llth knowlege about YouTube? 8B How ean! advertise efoctively video patorm Irisateo gocd to understand Thsis aqueston mary mareters on YouTu re latabase of organic viewing viewing behavior on YouTube, __ask. Tiss precsely why we ceatea bohaviorin the word, Regrttaby, Willons of Dutch peonle use this we paper to thoroughly ter tackling the above challenges, mostbrands de net tap into the plttorm a a source ot newer ie mos! commonly stked ane question remains "Does ‘hismascive database enough. information. Whetnr i's 2 questans. ops ke: ‘YouTube's impact go beyond Instead, most of them focus only rosearch a future marigage, just views, waten te and on uploading teirexisting TV discover anew recine or get lf How do claim a domain subserbers?” fh chaste 2 we wil Commercials or running Influencer tps for their next gardening ‘onYouTube and Google? iscuss the large-scal research campaigns. This could be better. project peoole use YouTube ead nore, that goes nto ancnering ti. This shouldbe beter Buthow? videos collectively as a resource Spoiler alert YouTune does have forinformatn. Ana ne best BE What content shou ' potive pact on rand Ieoegins wit understanding the advantage’ that his educational, cas mor, KPIs at every phase ofthe online focus was on ceks, but now user senstve and remalns relevant for | How ean | generate mor cued ya? Then re on satisfaction isthe primary drvor for lorg periods of ime. Tie ves views for my existing content?Table of contents 4. Why YouTube? 14 How people use YouTube 42. How does YouTube's 43. YouTube in the mark thm work? 1g funnel 2. How to use YouTube effectively as a brand? 3. Does YouTube's impact extend beyond views, watch time and subscribers? 4. Conclusion01. Why YouTube?6 facts about 2nd GlouTube4.1 How people use YouTube ‘The test step to successully plying YouTube isto Understand exactly how ard lay the platorm s usee Many marketers associate ‘YouTube only with entertainment hie se majrty of vistors 80 indeed come for entertainment, {ere is another vial reason people use YouTube san Impertant source a inormation for user, Industry research shows that more han 30% of YouTube vats are driven by {ois esr fr information, In practice, tis ransates to hundreas of millons of people ‘who use YouTube asa source ‘et information. Thi large need for information i one ofthe Aiatinguisnng Isciors YouTune has when compared to ather vides patton. Videon-demand {(¥O0} platirms such az Netix hd Videoland, ate uied almost Dd social media pltiorms such ‘# Facebook, Instagram and Twte, are used much more for seitexoression than for set Aevelonment,YouTune eeterent than this. Each platform has itsyAt hay essen hy peop ue Ys ISOLEREN edontacathy Soria te nian MET PIF FOLIE of YouTube as 9 source of information, The primary reasons people use YouTube are to Tx rings, to earn coord new things, and to solve probes. From lof he Snswers more thax hal ofthe respondents inaicated lat they use the pation for hese reasons, ‘YouTube's even greater focus on educational content Educational contents already very popular with the patorms user, therefore since early 2071 YouTuse nas made doubling the numberof users interacting wth educational content a privy “hie wae evident ram the snee2n given by YouTube CEO Sean Wojcik last New Year Eves,YouTube is the largest search engine in the world after Google.ae aa i Oe Gs e. Pee eee nana Leica vy1.2 How does the YouTube algorithm work? pessile. To want 0 9, The algritims, which determine which 2 pre h videos people Wed over the years FOCUS ON CTR cole) Pleo ay wae or WATCH TIME Ey Via Xa tle).air algorithm ina ea Parente Ce een y4.3 YouTube’s role i the marketing funnel ‘YouTube plays an increasingly more Important ole nal phases of the marketing funnel - trom Awareness to Consisorton and Conversion, YouTube e an not an generate demand, ut also fut Yet decpte tne enarmous populaity of YouTube, ew brand ely tae aavantage of athe possioities the plattorm otters Tie en eortraet 0 ‘ther online channels, such a: rearch ‘and soclatmedia This fers huge potential fr brands tnat now docide to sizo these opportunities. More than 90% of users indicate that they discover new brands and products on YouTube.Marketing Funne! Below you can cee YouTube's oe in al pnaces of tre marketing funnel Fram siecavery of new brands to the purchasing of products alsplaye in Ive steams, YouTute plays arte in each phase ofthe funnel In the nex chapter, wel ake You trough how you can now use this YouTube knowledge eectvely or your brane = YouTube plays acrucalrole inthe discovery More than 40% of hoppers wortwoe say new brands and prodets 20% of vars thal thay have purchased prot tay ay tat Hey have ascoverednew brands escovered an YouTube, Aetna YouTube ana products on YouTba.” By ately sng ees even mare opportuni to generate YouTube you merase your beara: charcee sds ara conversions with YouTube ade ting discovered by you target auclnce, As aren ale lays an weresingy lnportar role he conversan pase of he o_o ‘anne, ease othe purenace, Fray th Mare tan at 2 shoppers sy that tne anounced neptaion af ecommerce ih nine videos have habe Yo aecoe ‘edeos and ive soars ska becemng ee a “Therefore video plas an erasing ger ‘olen the consideration phase. Ins isa EXRIED {reat opportunity to conine your target One ofthe mestimpetant reasons to use DProaetivey using YouTbe to ansiner ‘these questiens can ead signieantO02. How to use YouTube effectively as a brand?potential and possoiies. ‘Bulnow doyou stanly ure YouTube for yur brand? Every ongnat tifern anc unique goals, arcthertore tfernt chalenges. Weve gathered ine mosteormanuestons brads he era wouldho tora you achiev your ‘ands KOl gash vith YouTube, Most common question brands haveresus because Gooal se metwaton sin ncressingh more cates Hele content With he content customer elatenship with our v.60 conten wie eesing turer han us ves, ates ime art subserpirs. Rese How do youclaim domain? Detemiring 8 good, specie ‘A need examine otis See the nex pape.PIEcanassmnnen Top ranking on YouTube arc Google Case: KPNEIEcasasseomes Top ranking on YouTube arc Google Case: Canon hy suecesstul TV program in Google & ‘rogram to take better shoios hermselves. The resus YouTube search inte reooesse aeons oe Pearce ator rae =3 orate re wrtorpy bane ora \—esere -BZ] wat content shouts make? Tre secret tent srategy vyTre secrettos A succotsful content strategy for brands must meet one condition; FRmust drecty or ineeoetly Influence purchasing behavior ‘You want your brand t9 nave 2 postive macs on the correct target group. Later inthis wate paper wel go inta mor0 Geta about he impact tna the previously mentioned conten: ‘strategies can generate, aut ist, bets answer anather important question: What type of content Is the best fr my arana? Here fare the ansiers, “ee very competing types of videos fr brands ee you read about now ‘aneumars use YouTube Ths tan be araken down nto three ‘ypes of videos tna are relevant esfulcontert srategy +) tnstructional tutorials and how-to videos “Who hasnt looked up and watched an insrutionl vies on YouTube? (One out o every ten searches on YouTube is fr a howto vies, Research done 8y Google and Ipsos revealed that of a ne categores of vaeos, how. videos senerate the moet attention. For example: the views for nesuty tutorials an videos wth the vaviaton for beginners’ increased 50% in 2024" 2) Purchase advice and help with dectsion making YouTube f also used extensively by people who wart to beam mote anout products ana ands thay are irteested in buying, “The sforementined research! iacovered that 95% of ante shoppers fst search Goose for a product then go 19 YouTube to learn more anout before buying it. 4) nspiaton In adation to netuctons sn purchasing advice, people also {se YouTube for nspation In fet, the numberof YouTube searches Containing ideas has tea in the past three years." Far ast rand, thie stention to ‘educational and evergreen content cers the best posses for success. The greatest aavantage of these types of vdeas ic that, ‘ey almost rover expe and they remain relevant ana sopute for 3 bong ime. Wie have actully seen this with mary of our oints, where the ‘ype of instructional videos ominueto generate thousanss ff views and hours of waten tine yoars on end This somerning that's nearly impossible en other social med platorms where the espan of a video's atten only & few hour. “Focusing on educational and evergreen content gives brands the greatest opportunities for success.”Alontent srategy “OK, but what topic should | focus on? There are so many” ‘create content bated on dats, net gutfeeting \inen orands do decae to invest ‘n vdeo content al oo often ‘they deciae on topics Based on ‘opinions or gut eens. Bu the Teaves you with an enass Ist of pocste opie ar any random brand can chaot® ftom dozene or hundreds of possible subjects. But what t you cous better ‘estimate wich content ras the ‘greatent potential or success? ‘And what it you knew exactly Row ‘many videos to create and the best times te aublen ther? You ‘ean do this by allowing data ana Insignts to guide you At TearsSom ‘We gve soll recommendations fon which vdeo content has the greatest poten for generating Vows and watch tire. Tie saviees based on thorough proprietary metnocolegy that we fall Dala.Drven Content Creator! Interested in nearing more about this? Plasee sont us, we woul be happy to ascuse farther, ‘This Data-Driven Cartent Creston apereach halos erands create ontent that isin demang. Let's take our case of GAMMA a8 an ‘example, Please see the next 98.Bo cH a" rs cooTre irocrtsnce of optmzaton and lstebition Recommendations e005 hy an important 06 e te YouTube algort ocutes se personalized ard airea secefcaly a even” “The algrihm works muen he same reeonmeras ads tat gonerste contort without adequate tes Torsie goodsecormendalions, arrangement, YouTube dos nt ‘YouTube uses three ma components: nave enough context o-09er (elec, vows, wate raw be rnegatvel sete For de0s you ‘ay have aeaty publishes i's ‘isan fo provce mare conte ana 1) Context what exact the 13) Peesonatzatonbase0 on 2y optiisngenarrale ara videos we rave gereated an rerease sot parween 50% and 500% in ‘goed example ofthis eas beA= Tre rocrtance of optmzaton and lstebition Case: Tuinmanieren Pa Ty DB Genie) Sort retry a 74% ocrTre trae Distrbeton canton can slsappeareuicky in fact, 82% of a Duten videos on YouTube get less than 5,000 views Hw de you ensure that you ae in the 18.8%? The answers smart Distributions a component that, most bands forge! Ann's vat provides vist: In dition toa tne opimzation opportunities cn the latfrm sel community management and croee-promotan platters are ako essertial Sour distribution strategy. Not any does tr rk uising provide visibly but also resus In higher channel autnorty a8 YouTube promotes you more combine ll the organi datrouton options with paid sistrouton, you How? By combining the ght ng. Contant. But with pad strbuten, you create maximum vst within the perfect arget {70u0,n shor: astibwting content both organically an paid wil lead to the greatestimpact. “80,2% of all Dutch videos on YouTube get less than 5,000 views.”‘The roact of spoton branded cortnt For insights into the impact YouTube can have on your brand, we perform brand ettoct measurements bated onthe preference of your brand and oth brand KPte With this, we measure the etfectiveness of your video content. The results wil show not ‘only it your content inereates brand preference, but you will also have Insight that will help increase brand preference inthe future. {an example of thse tne research Hyundai's ]ONIA 5 YouTube videos had on key and KPIs nchading brand recognition, arana preference land purchase intent Our researen showed that onal brand KP he aac igniiear diterence bbetwoon the target group that had nen the videos and ne arget ‘group that nad not san any videos ‘The resus of ths canbe fund on | the next page, Conducting brand affect rmessuremerts alos you dquartty brand Ks recut such 5 bana preference or YouTube fas one emannel and compare them withthe resus trom your other media channel, This makes YouTube a ul feaged channel In snap you can read more about ‘large-scale susy othe pact ‘Yeulue can nave on your bran including bran preference. Seo the ‘ext page fer he Hyun cave=e ‘The roact ot spoton branded content Case: Hyundai 5 eben) lel The results: +231% pri priMake animosct wth the ight restive and targeting ‘54: Rethink your definition of avideo a4 YouTube is more than jst organic content for brands advertising ts another important element cof the arsenal to help achieve fuscete on YouTube, ut a8 & brand, how can you advertise more successfully an YouTube? To ansner tis question we wil hare three recommendations ‘The vastonal idea of video ads is that they shoul be a 0, 15, of Busecond spot = carrying vith thigh production costs, Although many large advertisers Use YouTube in hie way tie tinear TV mindset simply does rot apply here fective ade can take many forms. As long as they: 4) stand out 2) gonerate attention 3) Impact the viewer's memory ‘This eummation leaves lat of space for create interpretation Craig Davie, former tap creative StUWT once 2a, “He need to op interrusting what people people are interested in” This isan oxcolent starting point for lefecve savertising an Youtube, (nthe follwing pages you wil rd examples of how we nave apples ths principe for Amazen Prime Video, GAMMA ana Hurd Media spend alone can't impact memory Great creative alone won't get noticed. ‘Ad Effectiveness Mode!tage SUC Con eeeeamesenierten dr pemannntn! eae See eer eee eet a ee ee eres ieee ee ea eee pert recone ne eee paneer Se eee ees eee eee en Ty rT Tut Rene ena cner ed eee)ET] How cant advertise ofectively on YouTube? Make animeact withthe ng creative and targeting ‘There are oven more great examples tom around inclading the deploymen ‘yun provMake animosct wth the ight restive and targeting 5.2: Optimize your creative Creatives have the greatest Impact onthe ertectveness of ‘ad campaigns. Research shows thal 85% ofthe allecvenese of igtal campaigns determined by the creatives deployed Generating stertlon and femation are essential for ade tobe effective, Unt rent ‘to adequately measure this you would need s laboratory of bain scans, measuring equipment ot Use expensive consumer panels but with the advance of artical intligence and cuting-e39e recommend reserving (small) part of your advertsing budget forpre-testing and eatiization. 1 Teamspm we use a combination fot watch tme dats analyte at re ‘second level where oor dont viewers drop of), Alibaced eye tracking (where dows te viewer's attention go?) and neuromarketing research (what emotions does the Content generate?) Th isto test and optimze creatives quickly ana ina scalable way.Make animosct wth the ight restive and targeting 15.3: Go beyond demographic targeting Fh dation to etfective a, you ‘ght target group atthe right time but how and where you fis ‘he right target group? ‘The Google Eoosystom is a massive database wit intrmation about your targe: grave ana future consumers at your fingers. This Insight allows you to averse ‘based on coneumer interests ana to straogically use the consume Intentions sn wnat they would Ie t 206, Combine the signals ‘rom YouTue, Google Sear, ‘Google Chrome and Google Pay! Put the focus onthe consumer. responding wnat realy interests the viewer and combing that, with the information ‘rm entives in the Google Eeosystem, you can ate targeting that sock soe ‘he resuk? Qualeave targeting with minimal busget waste! We have successfully plemented this intent targeting strategy ‘or 001 Granola. See the rext page. Biz mio ja Zina e@ ia >ielf Qe aiv Pio D x ¥ eced siniow.e ea y * Qeo0 pivltiv o ° G ® ™ 2 a 9 o Bib iO [Bio ”isasaaaer Make an act wrth the rght creative anltargeing Case: OOT Granola “The 0OT Granola brand focutes on subeerptan-pased hep adverse her bra sory Atough O07 Granola ready had sveral commer avalable, wo rst caefuyvesarenea ‘he weal trae 70un, Our reseirehrveala atthe group ‘mentoring and opting he mpage, we nave foun ‘he standara tage fp any romartt tat converts resut? Wore quao:atve ara quake ratte tthe wobste, Slgn'cart owt in subserptens ora reduction of SEA earn engine averieing) budgets Suef ron 9f 270% More than 30.000 clicks, 530 conversions, +270% growth in branded searchO03. Does YouTube's impact extend beyond views, watch time and subscribers? 2DTodetormine whether YouTube hasan aetual impact ‘on your brand statistics such {as les and watch time alone sre not enough, ‘Thoae statistics saya fot but ave neliientin determing ‘he actual impact on you brane. ‘The fac that your vidoas are widely viewed doesn't say much bout whether your message ts actualy getting cross, how its boing received by your target group or what the crfects on your brand are. The requires actions research researen nat we rave acentty conducted. Selon you wil ‘nd 2 short surnmary of eu firings Interested inthe entire repr”? Feel tee to send a iesea0 Insight int total brand impact How ao you determine the mpset and eeciveness of YouTube? “Te measure the impact and brand KPIs the brand awareness, brand preference and purchase inten, we conducted # large: eal bran erect study witn Teamsom Labs. Ths study was done in callaporation wth Ene Kosten, Acsociat Protessor ‘of Marketing at the Amsterdam Universty of Apoies Sciences and author of several market research ana marketing B00. Research outine “Ta gain insight nto the impact sorees diferent brands, content ategorer and counires, we ‘onducted tne stay smorg Viewers of national and international brands, publishers and savericers (the test group) such as GAMMA, ANB, HP. Pokerstars, De Telegraaf sna Voiswagen the contal grou: respondents with similar demograchics ane Inthe test group, however ne coniral group participants had nol seen any YouTue videos from tne campaign. The results were measures quantitatively (rough onine surveys, Atoll of 8,780 partiipants took part in this curvessss =share model Vie use the MingsHeart-Market share model to measure brand eects an YouTube, Ths made 's based onthe braning theey from the book rand Posiioning (fisem & Kostek, 2078), The mode provides a representation ofthe enine markeing funnel describes the arent ‘phases that customers go through uring the customer journey and shows how the YouTube sivategy nas animeact an ths custome” journey. test of te YouTube strategy [At each stage of he funnel, we determine the elevant bana KPIs to measur th Pos ge J J ro Pend eer ayer By eran pore Eyer ndBrand awareness Wo see an average 0! 195% more nrand awareness among the YouTube campaign viewers Brand preference [Among he partepants who saw ene or more videos trom the Youube compaign ‘he brand preference was on average 207% higher than among the nor-viewers Brand Ambassadors Inthe test grou, Le. among the YouTube campaign viewers, there are on average 220% mare orand ambacsadors than inthe control group the nonvewer) Purchase intent ‘Average purenaseinlenls 348% higher among the YouTube campaign viewers, xyThis study also looked int possole dieronces in brand etfects who enjoy euyng a particular rane Sieo watch that brands YouTube has an | Youtube val Ingenera, viewed mere often by brand users than by non-users, That means ‘uTube can play an important loin aring and fostering 2 YouTube helps with aquisition Ner-users who wateh YouTue signicantynigner on rand recal, rot prospects YouTuoe vial for acauistion, Conclusion: YouTube has a positive impact on brand values shows thal YouTube generates in receiving more fs? Please contact us,04. Conclusion: This is how you succeed as a brand on YouTube in 2022 2DBrands can and should make beter ute of YouTube, ‘Youtube artes 20 many opportuni appertunties ‘nat many brands leave benind. At TeamSpr, we think thie shoula be beter In tis write pager wove shown {you how you can take advantage of these opportunites, ‘To succeed on YouTube a «brand, you must 1 Understand the platform. 2 Help your target audience. 3 In order to influence purchase behavior.Ready to take your success on YouTube to the next level?Sources 4. Neserrae Online Bere Onderaek OBO), ernie Interest 2 How shoppers re Using Seca! Media, Forbes, august 2021 Deve, Reorge de vetasChscopherPertneytkaPrienarsBernan Septemner 2018 12: Googe/Ma94 haere, GiballUS. C8, 9 UK. DE, FRR IN AR, A 12: Youle Seaver Ylune on seas Ganesan, 201.2021TeamSpm | te Youtube Agency