Do you postÂ videos on YouTube?
Want to know what makes a video ad successful?
To discover how YouTubeÂ video ads work, I interview DerralÂ Eves.
More About This Show
The Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It's designed to help busy marketers and business owners discover what works with social media marketing.
In this episode I interview Derral Eves, an expert in YouTube and video marketing. He's YouTube-certified in Audience Growth, AdWords, Google Analytics and Video Advertising. He's helped big and small businesses bring in more than 1 billion views collectively.
Derral will explore YouTube ads and what marketers need to know.
You'll discover the formula for creating greatÂ video ads.
Share your feedback, read the show notes and get the links mentioned in this episode below.
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Here are some of the things you'll discover in this show:
How Derral got into YouTube
In 2006, Derral was doing a lot of search engine optimizationÂ workÂ with local businesses when he found theirÂ videos ranked easily on Google (this is back when Google had Google Video). Late in 2006, Google purchased YouTube and it becameÂ a lot easier to find something on YouTube through Google. Derral realized it was a great way for small shops to shareÂ their message and get easy ranking and visibility.
Derral shares how a video that cost $99 to make in 2006 received over 385,000 views on YouTube and has sold more couches for a furniture store than any of their other advertising.
A couple of years ago, Derral started doing his own videosÂ to help clients get answers to common questions. HeÂ created a plan of execution, tried to figure out the best trending videos to make and so on. His goal was to get 10,000 subscribers and a million views in that first year. He reached his goal in three months. In six months, he was number-one for training on how to use YouTube on YouTube.
Today, Derral consults with and helps businesses, brands and YouTube channels get exposure, develop an audience and monetize.
Listen to the show to discover what originally ledÂ Derral toÂ YouTube.
Why create video ads?
Because video ads convert at a very high level, Derral believesÂ video marketingÂ is a great way to deliver, engage and excite. He saysÂ video is powerful if it's done right, but can be negative if it's done wrong.
Derral talks about working on the video ad for theÂ Squatty Potty, which appeared on Shark Tank.Â As of this recording, the video has 43 million combined video views fromÂ Facebook, YouTube and some freebooted video.
Although Derral found that Facebook video is good for branding and engagement, he says the video got better conversions with YouTube.
Listen to the show to discover the benefit ofÂ Facebook video versus YouTube.
The process for making video ads
Derral says you need to start byÂ determining what you want toÂ accomplish with your videoÂ ad. He cautions that if you have 80, 10 or even 3 things you want to accomplish, then it's never going to work. You need narrow it down to one reason toÂ make the ad. Then everything else will benefit from it.
When you know what success looks like, you work backwards to get someoneÂ to take the desired action at the end of your video.Â Derral says you have a short amount of time to accomplish thisÂ and walks listeners throughÂ the stepsÂ he uses to build YouTube video ads: capture attention,
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