Tell Me Everything … In Six Seconds

Are you ready to promote your goods and services within the constraint of a 6 second YouTube video ad?

Earlier this year, YouTube announced substantial changes to their Advertising policies. Their biggest update has been the introduction of 6 second unskippable ads instead of some of their longer formats.

In regards to these six-second YouTube videos, a spokesperson told Variety:

“We’re committed to providing a better ads experience for users online. As part of that, we’ve decided to stop supporting 30-second unskippable ads as of 2018 and focus instead on formats that work well for both users and advertisers.”

Six Second YouTube Videos

YOUTUBE CHANGES

While most people focused on the fact that YouTube finally is removing one of their most disruptive ad formats, we decided to present our take on the new 6-second video format and how this will change the industry.

Taking advantage of the power of video will be a must for all businesses regardless of industry.

Videos are typically used for creating awareness or promoting a product/service as part of a marketing communications strategy, but these days they are also used as interactive content for target audiences who don’t read and consumers who spend most of their time online.

LESS IS MORE

Initially, shortening video ads may seem like a bad thing – considering the amount of reach and power that they have. However, shorter video formats can make it easier for the consumer to break down the message and remember it in the future.

To succeed in this new environment, companies will need to create clear and efficient videos that ensure the customer takes something away from the ads.

Shorter videos will create a more traditional format for the consumer, similar to TV.

Think about it, no one wants to see a 30-second ad when you are just trying to watch a 1:30-minute video. It’s a third of the length of the content you originally wanted to see! With this perspective, a 6 second YouTube video ad makes a little more sense.

That’s far different from the TV experience (one-minute ad for a 27-minute show). On the other hand, six-second ads will not discourage viewers from the original content and will resemble a ratio similar to good ol’ fashioned TV.

2017 THE YEAR OF VIDEO

Use of video is not going away. In fact, digital video ads will only increase exponentially. Consider that a study from Forbes earlier this year called 2017 “The Year of the Video.” There are plenty of stats to back this claim.

  • By the end of the year, video content will represent 74% of all Internet traffic and 80% by 2019 (Source: Cisco)

  • Four times as many consumers would prefer to watch a video about a product than read about it.

  • In an Animoto survey, 76.5% of marketers and small business owners, who have used video marketing say it had a direct impact on their business.

  • More than 60% of marketers and small business owners said they planned to increase investment in video marketing in 2017.

SOCIAL MEDIA & VIDEO

Social media is playing a significant role in increasing the impact of video, especially since Facebook, Instagram, Snapchat and Twitter are encouraging the use of video. Brands can’t afford to miss out on the opportunity. It is critical to have a plan for integrating video messaging both organically and through paid media.

It will be important to pay attention to how Facebook integrates or follows suit with short vignette style videos.

YOUTUBE DIRECTOR’S APP

Limiting some ad lengths for six-second YouTube videos is great for the viewers and for YouTube advertisers. This is especially true if your business is smaller than your competitors.

To help businesses enter the video ad space, YouTube developed the YouTube Director’s app. It’s a helpful tool for small businesses to capitalize on video.

The directors’ app offers templates and instructions on how to make 6, 10, and 15-second videos that can be uploaded directly to your YouTube channel. That should prove to be immensely helpful – specifics on how to easily create your own 6 second YouTube video ad. With a template like that, you can develop your idea, and trim it down to fit the constraints.

Since you don’t need a director, camera crew, video editors, etc. for producing competitive ads, smaller business can compete for internet space head to head with larger corporations.

When this new format rolls out in 2018, it might be your last chance to jump into the world of video. Contact us for a business consultation about your digital campaigns.

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