Instagram Stories Analytics: How to Measure the Metrics that Matter


Stories disappear after 24 hours. But with a solid understanding of Instagram Stories analytics, you can ensure they have lasting impact.

For brands, the potential impact of Instagram Stories is proven. One third of the most viewed Stories are from businesses. More importantly, 39% of people say Instagram Stories have led them to become more interested in a brand or product.

With top of the feed placement, Swipe Up capability, and interactive stickers, Instagram Stories are a prime channel for brands to drive awareness, traffic, sales, and engagement.

Learn how to measure Instagram Stories analytics and which metrics to track so you can optimize Stories to achieve your goals.

Need a primer on how to use Instagram Stories? Start here.

How to view your Instagram Stories analytics

There are a few ways to check analytics for Instagram Stories. We break them down below. But first, make sure you have a business or Creator account. Without one, you won’t have access to analytics.

How to view Instagram Stories analytics

  1. From the Instagram app, go to your profile.
  2. Tap the menu icon in the upper right corner.
  3. Tap Insights.

Source: @nevermetapotatolikeyoubefore

  1. Scroll down to Stories.

Instagram Stories Insights content tab

Source: @nevermetapotatolikeyoubefore

  1. Select See All to see the Stories posted over the past 14 days.

Instagram stories insights showing reach for last 3 posts

Source: @nevermetapotatolikeyoubefore

  1. Select an interaction, such as Reach or Follows, for an overview of how many actions were taken across your Stories.

"Select interaction" option in Instagram stories analytics

Source: @nevermetapotatolikeyoubefore

  1. Click on an individual story and swipe up to see its analytics.

See All tab on Instagram Stories analytics

Source: @nevermetapotatolikeyoubefore

  1. To see the results of a poll or other sticker actions, click the eye icon beside the insights icon (it looks like a bar chart). poll results for an Instagram Story

Source: @nevermetapotatolikeyoubefore

How to view Instagram Story Insights in Creator Studio

If you run a business or Creator account, you can also check Instagram Story analytics in Creator Studio. This option is helpful for those who prefer desktop. But the major advantage of Creator Studio is that it records all-time Instagram Story analytics. So you don’t have to worry about the 14-day window.

  1. Go to Creator Studio. If you haven’t done so yet, add your Instagram account by clicking the Instagram logo in the centre of the header.

Creator Studio menu

  1. Click Content Library. Then select the Stories tab. Sort by post status and time frame.

Content library posts

Source: Creator Studio

Tip: From this dashboard, you can track post status, when it was posted, and its total reach. This overview is a good place to spot under and over-performing Stories.

  1. Click on a story to see more details. If you ran a poll or used a related sticker, you won’t see response details here. Only basic Interaction and Discovery metrics are viewable.

Story post details

Source: Creator Studio

How to view analytics for Instagram Stories in Commerce Manager

Businesses that use Instagram Checkout can also track analytics for shoppable Instagram Stories in Commerce Manager. Right now e-commerce features are only available to select accounts.

  1. In Commerce Manager, click Insights from the left-hand menu.
  2. From this tab, download a detailed CSV spreadsheet with insights on your shoppable Instagram Stories.

In addition to standard Instagram Story analytics, you can track Product Page Views and related metrics. Many of these commerce insights are in development—so expect more details to roll out soon, especially with Instagram’s launch of shops.

Learn how to set up Instagram Shopping to sell more products.

Understanding Instagram Stories analytics

Instagram Stories Insights are split into three categories: Discovery, Navigation, Interactions.

Discovery

  • Reach: The amount of accounts that saw your story. This figure is an estimate.
  • Impressions: The total number of times your story was viewed (including repeat views).

Why discovery stats matter: People use Instagram to discover brands. And 62% of people surveyed by Facebook say they’re more interested in a brand or product after seeing it in Stories.

Compare reach and impression numbers to your follower count to gauge how much of your audience is watching your Stories.

Tip: Add stickers to boost the discoverability of your Stories. When you use a hashtag or location sticker, your story is more likely to appear in Explore or the sticker’s larger story. If you run a small business, use the Support Small Business, Gift Cards, or Food Orders stickers.

Instagram Stories with stickers on them

Source: Instagram

Navigation

  • Forward Taps: Number of times someone tapped to the next story.
  • Back Taps: The amount of times someone tapped back to see the previous story.
  • Next Story Swipes: The number of times someone swiped to the next story.
  • Exit Story Taps: The number of times someone exited your story.
  • Navigation: The overall total of Back, Forward, Next Story, and Exited actions taken with your story.

Why navigation stats matter

Navigation metrics show you what’s working and what isn’t. If a lot of viewers exit or skip to the next story, it’s a good sign your content isn’t capturing attention. Back taps, on the other hand, suggest your story shared content or info people wanted to see twice. This may also be a good one to save to your Instagram Story highlights.

Tip: Keep Stories short and sweet. People aren’t looking for long-form content here. A 2018 study by Facebook IQ found that Story ads performed best at 2.8 seconds per scene.

Interactions

  • Profile Visits: The number of times your profile was viewed by someone who viewed your story.
  • Replies: The tally of people who responded to your story.
  • Follows: Number of accounts that followed you after viewing your story.
  • Shares: The number of times your story was shared.
  • Website visits: The amount of people who clicked the link in your profile after watching your story.
  • Sticker Taps: The number of taps on the location, hashtag, mention or product stickers in your story.
  • Calls, Texts, Emails, Get Directions: Tallies the number of people who took one of these actions after viewing your story.
  • Product Page Views: Number of views your product pages received via the product tags on your story.
  • Product Page Views per Product Tag: The number of views of a product page for each product tag in your story.
  • Interactions: The total count of actions people took after viewing your story.

Why interaction stats matter

If your goals include engagement or other actions, interaction stats help you measure your success in achieving them. If your goal is to get more followers, compare Profile Visits with Follows. Did you want your story to drive traffic to your website? Website visits will show you how it fared.

Tip: Stick with one, clear call-to-action that aligns with your goals. Emphasize your CTA with branded stickers, or creative that emphasizes it. Facebook data found that highlighting CTAs drives significantly more conversions for 89% of studies tested.

More things you can measure with Instagram Stories analytics

Here’s how to measure Instagram Stories metrics like sticker taps, engagement rate, and more.

How to measure hashtag and location stickers on Instagram Stories

Instagram story stickers include hashtags, locations, mentions, and product tags. In other words, stickers are basically tags that viewers can tap to see related content. Like tags elsewhere, these stickers can also help a story reach a larger audience.

Sticker taps count as interactions and can be found under Interactions. If you haven’t used any stickers, you won’t see this metric.

Interactions on an Instagram Story

Source: @nevermetapotatolikeyoubefore

How to measure engagement on Instagram Stories

Instagram story engagement metrics can be found under interactions. There’s no agreed upon formula for measuring story engagement. But there are a few ways to think about it, depending on your goals.

Compare reach with follower count

Divide story reach by the number of followers you have to gauge what percentage of followers are viewing your Stories. If one of your goals is to engage followers or promote awareness, keep an eye on this.

Total reach / Follower count *100

The average Instagram story view is 5% of your audience, said James Nord, founder of influencer marketing platform Fohr, in an Instagram Live interview with Matthew Kobach, manager of digital and social media for the New York Stock Exchange.

If you think this figure is low, consider promoting your Stories with a post. Here’s an example:

Compare reach with interactions

Divide total interactions by total reach to see the percentage of viewers who took action after seeing your story.

Total interactions / Total reach * 100

Compare reach with a key interaction

Focus on the interaction that best aligns with your goal. If your call-to-action is to Follow Us, divide Follows by reach. This will show you the percentage of viewers who took the action.

Key interaction / Total reach * 100

Pro tip: Remember not to compare apples to oranges. Whatever way you choose to measure engagement, make sure you’re consistent. That way you can make fair comparisons and see what’s really working and what’s not.

How to measure discovery on Instagram Stories

Discovery is tricky to measure on Instagram Stories, since Instagram doesn’t differentiate between accounts that follow you and accounts that don’t.

Reach shows you how many people are watching your Stories. But to drill down on discovery, keep an eye on Profile Visits, Follows, and Website Clicks. These metrics measure viewers who likely weren’t following you, but liked your story enough to check out your profile, hit the follow button, or visit your website. Watch Shares, too. A share is a great way to be discovered, and could drive more follows.

Instagram recently introduced Growth Insights, which allows you to see which Stories and posts earned the most followers. To check these insights, go to the Audience tab in Instagram Insights. Scroll down to Growth where you’ll find a chart that shows you follower changes by day of the week.

Instagram insights Audience tab

Source: Instagram

Don’t forget your stickers. Check the viewer numbers of other Stories associated with your stickers under Viewers. But act fast: this data is only available for 14 days. Keep track of the stickers that bring the most viewers.

Story mentions

Source: @nevermetapotatolikeyoubefore

How to measure traffic from Instagram Stories

Compared to most social networks, Instagram doesn’t offer a lot of places to refer traffic outside of the app. Brands were stuck with “link in bio” call-to-actions until Instagram rolled out the Swipe Up feature for Stories.

It’s tricky to measure how many people Swipe Up. The best way to do it is to add UTM parameters. These are short codes you add to URLs so you can track website visitors and traffic sources.

Tip: Highlight Stories with links so people can keep swiping outside the 24-hour window.

You can also track Website Visits. This measures how many people visit the link in your bio after seeing your story.

The Swipe Up feature is only available to accounts with 10K+ followers. Here’s how to earn more followers on Instagram if you need help hitting that number.

How to see when your audience is most active

Instagram Stories are only live for 24 hours, unless you add them to your highlights. Post them when your followers are most active to ensure they don’t go unseen.

Follow these steps to see when your audience is online:

  1. From the Instagram app, open Insights.
  2. Click on the audience tab. Scroll down to Followers.
  3. Toggle between hours and days. See if there are any noticeable peaks.

Instagram insights for times that followers are online

Source: @nevermetapotatolikeyoubefore

These are the best (and worst) times to post on Instagram.

How to track Instagram Stories you are tagged in

Instagram recently made it easier for creator and business accounts to track story mentions.

Now you can see any story that mentions you at the top of the Activity tab. To access Stories About You, tap the heart icon, then Mentions under Stories About You. From there you can look at each post, add them to your own Stories, or simply thank them for the love.

Access all your story mentions in one place

Source: @Instagramforbusiness

This includes when people use the Support Small Businesses sticker. Right now, Stories that use this sticker are added to a larger story that appears at the top of feeds. If you run a small business, be sure to benefit from the added exposure.

How to optimize your strategy based on your Instagram Stories analytics

Here’s how to use Instagram Insights to create great Instagram Stories.

Find what works

Track Instagram insights over time so you can pinpoint top performing posts. If you spot content that outshines other Stories, look for ways to recreate it.

Turn successful ideas into concepts. Run polls or quizzes around different themes or spin a successful tutorial into a recurring series. For example, Culture Hijab posts regular tutorials on different ways to wear hijabs.

Instagram Story tutorial on how to arrange a low turban by @culturehijab

Source: @culturehijab

On the flip side, don’t panic if something flops. Stories are an ideal place to experiment and learn. Fortunately, if an idea doesn’t take off, it disappears in a day.

Need some inspiration? Pick up tips from 7 of the best brands on Instagram Stories.

Tailor content for your audience

Audience insights should inform your entire Instagram business strategy, including Stories. Pay attention to age, gender, and location to craft content that is relevant to your followers.

For a financial company like Wealthsimple, age makes the difference between planning a family and planning for retirement. Since its audience skews millennial, the account’s Stories feature references that speak to the age range, from Animal Crossing to Aubrey Plaza.

Wealthsimple Instagram Story

Source: Wealthsimple

Dig deeper into Instagram Insights with these analytics tools.

Listen to audience feedback

Qualitative data is just as important as quantitative. If you’ve used poll, quiz or question stickers to engage your audience, pay attention to responses.

Use feedback to inspire new products, services or content. And don’t be afraid to ask directly. People like having their voices heard. The LA County Museum of Art recently ran a poll that asked viewers to share what content helps them de-stress. Then it gave the people what they wanted: Cats.

Learn how people prefer to communicate with you

Between stickers, replies, and call buttons, there are lots of ways for followers to get in touch with you. But some options may be preferred over others.

Take a look at Call, Text, and Email metrics to see if one stands out. If you’re getting more emails than calls, adjust your call-to-actions (and support services) accordingly. You might just see more bookings, orders, or inquiries as a result.

It may seem like a minor tweak, but communication methods can be a hang-up for some customers. Sometimes it’s generational. Millennials have been accused of avoiding phone calls. Non-native language speakers may feel more comfortable over email.

Don’t ignore Replies, either. If people are sliding into your DMs, it may be time to organize your Instagram Inbox. Professional accounts have access to two-tab inboxes. Move messages between Primary and General tabs to ensure you get back to people efficiently.

Boost discoverability with the right tags

Stickers are the primary way for your Instagram Stories to be discovered by non-followers.

If your discovery metrics are not where you’d like them to be, think beyond hashtag and location stickers. Shout-out customers by sharing their posts or Stories about your brand. Make sure to tag them so they know and can re-share with their followers. Not only does this improve reach, it’s an opportunity to show appreciation and happy customers in action.

Canadian home decor shop VdeV promotes products and fans by sharing their posts in its Stories.

Instagram Story on home goals

Source: @vdev_maison

Invite an influencer to takeover your Stories. Make sure you ask them to promote the takeover with their followers. Fenty Beauty runs a Face Friday takeover featuring influencers like Micaéla Verrelien.

Check out these free Instagram story templates (and learn how to use them).

Instagram Story by Fenty Beauty takeover by @micaelaverrelien

Source: @micaelaverrelien

Save time managing your Instagram presence using Hootsuite. From a single dashboard you can schedule and publish posts directly to Instagram, engage the audience, measure performance, and run all your other social media profiles. Try it free today.

Get Started





Source link

The Complete Guide to YouTube Ads for Marketers


Brands advertise on YouTube because it’s the world’s second most popular website, drawing 2 billion logged-in visitors a month.

If you’re deciding how to allocate your video ad budget, YouTube has the vast reach and powerful targeting capabilities that make it an undeniably valuable platform across the customer journey.

But let’s be upfront: YouTube ads aren’t the most intuitive part of your social media advertising strategy. Rest assured that taking a bit of extra time to learn the fundamentals now is going to pay off in your ROI later.

In this article we’ll take a look at your ad format options, run through how to set up a video ad campaign, list up-to-date ad specs, and leave you inspired with best practices from proven performers.

Types of YouTube ads

To start, let’s take a look at the main types of ads on YouTube, both video and otherwise:

  1. Skippable in-stream ads
  2. Non-skippable in-stream ads (including bumper ads)
  3. Video discovery ads (formerly known as in-display ads)
  4. Non-video ads (i.e., overlays and banners)

If you’ve already been spending time fine-tuning your YouTube marketing strategy, you’re probably familiar with most of these formats, by virtue of having seen them in action. But let’s walk through and take a gander at the details.

1. Skippable in-stream video ads

These ads play before or during a video (a.k.a. “pre-roll” or “mid-roll”). Their defining feature is that viewers can choose to skip them after the first 5 seconds.

As an advertiser, you only pay when viewers choose to keep watching past those first 5 seconds. Your ad must be at least 12 seconds long (though somewhere under 3 minutes is recommended).

You pay when a person has watched the first 30 seconds, or the whole thing, or if they interact with your ad by clicking: whichever comes first.

Sidebar: You’ll see the term “TrueView” pop up a lot. TrueView is YouTube’s pet name for the payment type where you only pay for an ad impression when a user chooses to watch it. (The other type of TrueView video ad is the discovery ad type, and we’ll give more details on that below.)

For example, take a look at how B2B company Monday.com uses skippable in-stream ads for lead generation. On the right, there’s a 5-second countdown to when a viewer can skip the ad. On the left, you can see plainly how long the ad is (0:33 seconds, in this case.)

Meanwhile, their sign-up CTA shows up in both a companion banner in the top right of the display, and a video overlay in the bottom left. (Note that even if a viewer skips the video, the companion banner remains.)

Likewise, B2C online education brand MasterClass uses skippable in-stream pre-roll ads to promote their memberships. However, theirs run long: this one is nearly 2 minutes.

MasterClass YouTube ad

2. Non-skippable in-stream video ads

Because 76% of people report that they automatically skip ads, some advertisers choose to run pre-roll or mid-roll ads that don’t have a skip button at all.

When should you do this? When you’re aiming for a wide lift in brand awareness, and you’re confident that your creative is strong enough to hold your audience’s attention for the full 15 seconds.*

Note that with non-skippable ads, advertisers pay per impression, at CPM (i.e., per 1,000 views).

*Or up to 20 seconds if you’re in India, Malaysia, Mexico, Singapore or EMEA in general.

Bumper ads

At 6 seconds long, bumper ads are a snappy subspecies of non-skippable in-stream ad. They’re identical in that you pay for impressions, they show up as pre-, mid- or post-roll, and they’re generally best used for reach and awareness campaigns.

3. Discovery ads

Whereas in-stream ads function something like a traditional TV commercial, discovery ads are more akin to the ads you see on Google’s search results page. (This makes sense when we remember that YouTube is as much a search engine as a social platform.)

Discovery ads show up alongside organic search results. So if your video looks more relevant than the organic results, people can choose to watch it, instead.

Discovery ads include three lines of text along with a thumbnail. When interested people click on the ad, they’re sent through to your video page or YouTube channel.

TrueView discovery YouTube ads

Source: ThinkwithGoogle

Sidebar: Discovery ads are also a type of TrueView ad, because people must actively choose to watch them.

For example, Home Depot Canada has a series of 30-second discovery ads that surface when users type in relevant search terms:

Home Depot discovery ad

4. Non-video ads

For advertisers without a budget for video, YouTube offers non-video ads.

  • Display ads: appear on the right-hand sidebar, and include an image and text, alongside a CTA with a link to your website.
  • In-video overlay ads: appear floating on top of video content from monetized YouTube channels.

In an ideal world, both of these ad types appear in conjunction with related content. Of course, that’s not always the case.

For example, this osteopath’s helpful shoulder exercise video probably falls generally under “health,” and perhaps so do these ads for herbal remedies and MRIs. Of course, the chances of a viewer being interested in all three are slim. This is a great argument for being picky about your audience targeting—which we’ll cover in the next section.

YouTube video for how to cure shoulder pain with ad for MRI

How to advertise on YouTube

Here’s where we get into the nitty gritty. First, your video ad will live on YouTube, so start by uploading the video file to your YouTube channel. Make sure the video is public—or, if you don’t want it popping up in your channel, you can make it unlisted.

1. Create your campaign

Sign in to your Google Ads account and select New Campaign.

a) Choose your campaign goal, based on your brand’s marketing objectives:

  • Sales
  • Leads
  • Website traffic
  • Product and brand consideration
  • Brand awareness and reach
  • Or: create a campaign without a goal’s guidance

 

b) Select your campaign type. These include all forms of Google ads (including search results, text, shopping) so make sure you select Video or, in some cases, Discovery campaigns in order to show your video to audiences on YouTube.

Google Ads campaign dashboard highlighting Display and Video

Note: Display ads can also be surfaced on YouTube, but remember that they aren’t videos, they’re just text and a thumbnail, and they also show up across Google’s Display network.

c) Since you’re most likely working with video, you’ll want to select your video campaign subtype:

video campaign subtype options

d) Don’t forget to name your campaign in a way that allows you to easily locate, manage, and optimize it in the future.

2. Define your campaign parameters

a) Select your bid strategy (for the most part, your campaign type will determine this: do you want conversions, clicks, or impressions?)

b) Enter your budget by day or as the total amount you’re willing to spend on the campaign. Also enter the dates your ad will run.

c) Select where your ads will show up:

  • Discovery only (i.e., YouTube search results);
  • All of YouTube (i.e., search results, but also channel pages, videos and the youTube homepage)
  • YouTube Display network (i.e., non-YouTube affiliate websites, etc.)

d) Select your audience’s language, and location. You can choose to show ads worldwide, or target by country. Remember that only 15% of traffic to YouTube comes from the U.S., so it’s good to think broadly.

e) Choose how “sensitive” your brand safety guidelines are. In other words: how much profanity, violence or sexually suggestive content are you willing to have your ads run alongside? More sensitive brands will have their ads running in a smaller pool of videos, which may drive up the price you pay.

content exclusions options for youtube ads

3. Target your audience

If you haven’t created buyer personas yet, take the time to do so. The more you know about your audience, the better you can target them, and the higher your ROI.

  • Demographics: This covers age, gender, parental status, and household income. But YouTube also offers more detailed life-stage data: you can target new homeowners, college students, new parents, for instance.
  • Interests: Use topics and keywords to target people based on their past behaviour (i.e., search topics). This is how YouTube helps you find people at crucial moments, like when they’re researching their next electronics purchase, or trying to learn how to build a website.
  • Remarketing: Target audiences who have already interacted with your other videos, your website or your app.

4. Set your campaign to live

a) Enter the link to your ad, and hit the Create Campaign button to set your campaign running.

For more nitty-gritty detail, YouTube has their own guidelines for ad creation here.

Pro Tip: This is also the place to go if you want to get ambitious and start experimenting with ad sequence campaigns, where you can upload multiple types of ads that support each other and are arranged to surface to your audience in the right order.

YouTube ad specs

Skippable and non-skippable in-stream video ads on YouTube must first be uploaded as regular YouTube videos. So, for the most part your video ad’s technical specs (file size, ad dimensions, ad image sizes, et cetera) will be the same as for any YouTube video. Once it’s uploaded to your channel, you’re ready to go.

The exception here is Discovery ads, which must conform to the following:

YouTube ad specs (for Discovery ads)

  • File format: AVI, ASF, Quicktime, Windows Media, MP4 or MPEG
  • Video Codec: H.264, MPEG-2 or MPEG-4
  • Audio Codec: AAC-LC or MP3
  • Aspect ratio: 16:9 or 4:3 is recommended, but YouTube will automatically adapt the file depending on the aspect ratio and device
  • Frame rate: 30 FPS
  • Maximum file size: 1 GB for Discovery ads

YouTube video ad length guidelines

Minimum length

  • Skippable ads: 12 seconds

Maximum length

  • Skippable ads: 3 minutes
    • Skippable ads on YouTube Kids: 60 seconds
  • Non-skippable ads: 15 seconds
    • Non-skippable ads in EMEA, Mexico, India, Malaysia and Singapore: 20 seconds
  • Bumper ads: 6 seconds

YouTube advertising best practices

YouTube’s advertising engine is powerful and capable of endless optimization tweaks, but at the end of the day, your ad’s success will depend on how it connects with people. That means your creative choices matter. Here are our best tips for effective video ads on YouTube.

Hook people immediately

What’s a hook? Maybe it’s a familiar face. A strong mood or emotion. Tight framing of key products or faces (unfamiliar ones, too). Perhaps a surprising or unusual genre choice like humour or suspense. Or a catchy song, if you can secure the rights.

For instance, this leaderboard-topping Vrbo ad starts off powerfully because of its opening shot of outright misery. Paired with a dissonant title (“Sunny beaches, sandy beaches,” etc.), audiences have a little bit of tension to keep them interested. Why is the sunny beach video about a sad wet man?

youtube ad by VRBO, sad man in rain

Source: VRBO

If you watch the video you’ll quickly realize the opening shot has little to do with the rest of the ad: it’s a bit of a bait and switch, but it’s jaunty enough that it works.

Brand early, but brand meaningfully

According to YouTube, top-of-funnel awareness ads perform best when branding appears in the first five seconds and throughout the ad. Meanwhile, ads aimed for audiences further down the funnel, (eg., consideration-phase viewers) might want to brand later to allow viewers to engage with the ad’s story, and drive higher watch times.

For a refreshing example of how a brand can fully embody its positioning, take a look at Mint Mobile’s new #stayathome-inflected ad. In it, majority owner and famously handsome man Ryan Reynolds alludes to the expensive studio-shot video Mint Mobile had started to prepare. Instead, he screenshares a Powerpoint with a bar graph and some “next steps.”

YouTube ad by MintMobile, Ryan Reynolds sharing his desktop on Zoom

Mint Mobile youtube ad

Source: Mint Mobile

The takeaway here? Branding is more than just making sure your logo shows up in the first 5 seconds, per YouTube’s recommendations. A truly great video ad personifies your brand in a way where literally every detail supports that character, tone and vision.

Connect with story + emotion

In 2018, Wells Fargo ran a brand awareness campaign on YouTube that directly acknowledged their recent history of spectacular customer abuse scandals. According to the bank’s VP of marketing, the campaign—meant to re-establish trust with regular people—was seen as risky and polarizing for internal stakeholders.

No matter your personal opinion of retail banking, in this one-minute long cornerstone ad, the combination of high-end costume-drama Western visuals and uplifting shots of people “doing the right thing” in offices is undeniably emotionally effective. Add in some famous guitar riffs and you have some pretty stirring stuff.

YouTube ad by Wells Fargp featuring man riding a horse

Source: Wells Fargo

The takeaway: anyone can “tell a story.” If you want to tell a really effective one, go for the throat and tell the story that takes a risk.

Pro Tip: And if you have the resources for multi-ad sequencing (i.e., multiple videos of differing lengths that target your audience in a given order), there are several kinds of narrative arc you might want to consider.

Show people what to do next

As we’ve mentioned, your YouTube ad needs a goal in order for you to measure its success.

If your campaign goals are lower-funnel actions (e.g., clicks , sales, conversions, or traffic) then consider setting the ad up as a TrueView for action campaign. This will give additional clickable elements to your ad, so viewers can click before the end.

For instance, Monday.com—who certainly have me targeted, anyway—have CTA overlays and companion banners galore.

Youtube ad by Monday.com

YouTube ad overlays by Monday.com

Don’t be afraid to use templates

Not every brand has a century-old-bank or unicorn-startup budget to blow. Grocery delivery service Imperfect, for instance, creates quick, simple, personable videos that are perfectly effective.

If you know what your message is, you don’t need a Hollywood A-lister to deliver it. Our social video strategy toolkit has more suggestions to get you moving on making your masterpiece.

Imperfect YouTube ad

Source: Imperfect

Use Hootsuite to promote your YouTube channel and drive engagement. Easily publish videos to Facebook, Instagram and Twitter—all from one dashboard. Try it free today.

Get Started





Source link