Author Archives: Edge One

Everything You Need To Know About YouTube Advertising

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With 2.56 billion active users worldwide, YouTube is the second largest search engine and the second most popular social media platform. The popularity of this platform lends to its success in marketing strategies. Online video advertising is a great way to reach your audience through what they are choosing to watch and encourage them to take action. According to YouTube, viewers are twice as likely to buy something they’ve seen on the platform and they are four times as likely to use YouTube to research brands, products, and services. In fact, over 70% of viewers have stated that YouTube increases their awareness of brands. When executed well through relatable content and storytelling, YouTube ads can be a great ally in your marketing.

Here’s how it works: Somewhere in the world, a creator starts a channel and starts building an audience. They decide to monetize their channel by allowing targeted ads to be placed on their videos. Advertisers set up campaigns and, if the viewers of the creator’s channel are in their target audience (determined by Google search histories), their ads are displayed with the creator’s videos. Viewers watch the creator’s videos and engage with the advertisements, allowing them to connect with content and brands relevant to their interests.

So how do you get started with YouTube ads? First things first, you need to create a YouTube channel. This will be the hub for your advertisements as well as any additional content you want to produce. Next, create video ads! The format of the advertisement will change depending on the type of ad you are using, but it’s good to have a variety of options to choose from. After you have your video(s) ready, create a campaign and set up your target audience, objective, metrics, and budget. Finally, keep track of your results and adjust accordingly. Checking your analytics and performance is important for understanding what is and is not working in your campaign, allowing you to optimize your advertisements for more reach and more results.

In terms of the ad formats themselves, there are a few different options to choose from: TrueView In-Stream Skippable, TrueView Discovery, Non-Skippable In-Stream, Bumper, and Overlay. Each has its own benefits and drawbacks, and an advertisement that works well in one format may not work for another.

TrueView In-Stream Skippable ads are the standard and most affordable option. Length can vary from as short as 12 seconds to as long as 3 minutes. They typically play at the beginning of a video (though they can appear mid- or post-video) and the viewer has the option to skip it after five seconds. Because they are skippable, you only pay for the ad if the viewer watches at least 30 seconds of a longer video, an entire short video, or if they interact with the call-to-action button. These ads include a banner ad, call-to-action overlay, headline, and call-to-action button. They can also be customized with different calls-to-action, which helps with A:B testing and optimizations.

TrueView Discovery ads (also known as in-display ads) are displayed on the YouTube homepage, with search results, or as a related video on watch pages. These link to an existing video on your YouTube channel, so there are no length restrictions. Their main purpose is to increase brand awareness and drive traffic to your channel. These ads include a video thumbnail, headline, two descriptions, and an ad tag.

Non-Skippable In-Stream ads are, as the name suggests, unable to be skipped and are played before, during, or after a video that is at least 10 minutes long. There is a 5-second countdown to the start of the ad and the advertisement itself can be up to 20 seconds long. These ads are charged on a pay-per-click basis and include a banner, call-to-action overlay, headline, and call-to-action button. They are best for brand awareness; the key is to make sure it’s valuable to the viewer since they cannot be skipped.

Like Non-Skippable In-Stream ads, Bumper ads are not able to be skipped. However, these are much shorter in length and are the shortest type available, with a maximum limit of 6 seconds. Bumper ads are played at the start of a video and include a banner, call-to-action overlay, headline, and call-to-action button. Because of their short duration, these ads are best used to promote your brand, services, or products.

The last ad format option is Overlay ads. These ads are non-intrusive, hovering at the bottom of a video while it plays. They pop up after the video starts playing and can be formatted as a text ad or an image ad. Viewers have the option to click on the ad and go to the landing page associated with it, or they can close the ad by clicking an “X” in the top right corner of the ad. These ads are charged on a pay-per-click basis and include a headline, description, and call-to-action button.

Regardless of which ad type you choose, there are best practices to follow to ensure you are making the most of your ad spend. First of all, with video advertising, videos between 15-60 seconds long are ideal, with 30 seconds having the best view-through rate. The important thing, in any case, is to hook your audience in the first 7 seconds to keep them interested in the full advertisement. Secondly, use these advertisements to increase your brand awareness and show your brand in action. Who are you? What do you do? What products or services do you offer? Why choose your brand? Answer these questions with your ads. Thirdly, include a call-to-action that directs your audience to engage with the ad. Do you want them to visit your website? Book an appointment? Request a quote? Whatever the desired action is, choose a clear and concise call-to-action and tell your audience what you want them to do. Finally, use remarketing, retargeting, and optimization strategies to continually improve your targeting, keywords, bids, and advertisements overall.

If you need help with setting up or managing your ads, or if you have any questions about advertising, reach out to us today for more information!

The Power Of Influence – Refreshing Edge Podcast

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We’re back with another podcast on the power of influence. What does influence look like in your life? What can we learn from online influencers? How can we be influential in our own spheres?

Plus Nicholas talks about how he loves attention and Megan talks about how she is Tigard Famous!

All that and more on another exciting episode of the Refreshing Edge Podcast!

3 Simple Ways To Improve Your Email Marketing

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Email marketing is a popular marketing tool, and for good reason! It forces your audience to take direct action by either reading, deleting, or archiving your email. When used correctly, email marketing builds relationships with your audience while driving traffic to your sites, whether it’s your blog, social media, or e-commerce site.

Regardless of why you use email marketing, the success of your campaigns relies on two statistics: the open rate and the click-through rate. Here are 3 simple ways to improve your email marketing:

🔥 Make sure that you have a catchy subject line. Boring headlines are quickly ignored and lost in inboxes! Adding a cliffhanger or question is a good way to increase the open rate.

🔥 Avoid relying on stock photography or infographics. Have professional photos taken of you or your business, or even take photos on your own smartphone. This is a good way to build a relationship with your audience.

🔥 Include a clear Call-To-Action (CTA) and tell the reader what you want them to do (e.g. leave a review, book an appointment, check out a new product). This is a good way to increase the click-through rate.

Are you getting the results you want from your email marketing? Whether it’s providing suggestions on your current strategy or taking on the campaigns altogether, we are here to help.

Reach out today and give your brand a Refreshing Edge.

A Closer Look At The Leading Social Media Marketing Strategy: Short Form Video Content

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The year is 2013. You and your friends just finished sharing the newest, funniest Vines with each other, watching these 6-second looping videos on repeat. Fast forward to 2020. While Vines are still referenced, the platform itself has been archived. TikTok is emerging as the leader in social media, causing other platforms to shift their strategy to stay relevant. We start to see Instagram and Facebook Reels, YouTube Shorts, Snapchat Spotlight. Since then, short form video content has become the leading growth strategy across the social media realm and businesses that have implemented this strategy have seen great return on investment. In 2021, the average person watched 18 hours’ worth of video content per week.

But what, exactly, is short form video? Basically, it encompasses any video that’s up to 5 minutes in length, though data shows that the optimal length for engagement is just under 1 minute. The idea is to create small bites of content that are easy to consume, easy to digest, and leave the viewer wanting more.

There are generally five different types of short form video:

  1. User Generated Content: These videos are created by your audience based on parameters set by you. This could involve using a specific hashtag, an original audio you created, or a branded filter. A great example is GoPro. The majority of their content is user generated and submitted through hashtags. Using this strategy is easy and budget friendly, perceived as more authentic than branded content, and provides you with data about your audience (who they are, what their pain points are, how they think, what they like, etc.) which then leads to improved targeting.
  1. Influencer Videos: Influencers have an established audience that engages with, enjoys, and is influenced by their content. Partnering with an influencer can significantly boost your brand’s awareness and reach, as they can place your brand in front of an entirely new audience. An influencer’s followers are also more likely to try products and services recommended by them since a relationship of trust has been developed. For more on influencer marketing, check out our blog post.
  1. Product or Promotion Teasers: These videos are a great way to build intrigue and suspense about an upcoming product or promotion. A common example is musicians teasing the release of their newest single or album. This could be anything from cryptic video clips to hint at what the song is about to soundbites of the song itself. Another example is artists showing a work in progress without revealing what the whole piece looks like.
  1. Educational Content: These videos are excellent for establishing your brand as a knowledge base in your niche by addressing common pain points. Demonstrate a product. Provide a tutorial. Take a blog post you’ve written and turn it into a series. Regardless of what kind of educational content you choose to provide, doing so provides value to your audience and sets you apart from competitors that focus on sales over connection.
  1. Behind-The-Scenes: Speaking of connection, these videos are the best way to show your audience the people and personalities behind your brand. This could include taking a tour of the office, showing off how a product is made, documenting a team building activity, or even doing a blooper video. The point here is to relate to your audience in a likable and authentic way that builds relationships and connections.

As the most popular – and most preferred – form of content on social media, using short form video can increase your brand’s visibility, relatability, and authenticity. Many of the platforms’ algorithms prioritize video content since it is more attention-grabbing and engaging than photos or text posts. To successfully implement short form video into your marketing strategy, it’s important to remember that each platform is different, both in terms of demographics and in terms of how users interact with content. Tailor your content to each platform you use. What works on Instagram may not work on TikTok. That being said, content is king, so any video you put out there is better than none at all!

If you need help with creating short form videos or have any questions about new and emerging trends, reach out to us today for more information!

The Future of Immersive & Experiential Marketing: Augmented & Virtual Realities

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Imagine this: You’re scrolling through Instagram and an advertisement from your favorite clothing company pops up. You start exploring products and decide to try on a new pair of jeans. Selecting the pair you want to try, you move into the virtual fitting room and step back to view how the jeans fit. You decide you like them and place an order. All of this without leaving the comfort of your home.

This is immersive and experiential marketing at its finest: integrating new technologies and trends to stay ahead of the marketing crowd. Digital marketing is highly competitive, so delivering consistent messaging that engages your customers is crucial! Stand out from the rest through implementing augmented and virtual realities in your marketing efforts.

Augmented reality (AR) is the use of technology to augment or enhance a person’s perception of their physical environment. This is done by overlaying a digital experience over the top of a physical one. Think Pokemon GO! If you turn on AR, then when you go to catch a Pokemon, the Pokemon will be overlaid on whatever is shown in your rear-facing camera.

Virtual reality, on the other hand, is a completely immersive digital experience. By putting on a headset, the display replaces your physical environment rather than integrating the two. This has become very popular in the video game industry, but it is also used in healthcare, construction, and more!

Using AR and VR in marketing is an emerging strategy with a plethora of benefits. Not only are you more likely to be noticed as a leading brand in the industry, you have a greater opportunity to reach a larger audience, collect demographic and preferential data on your audience, personalize your marketing message, and boost interest in your products or services. Furthermore, you will be adding value to your efforts by providing your customers with a clearer idea of what they are investing in, allowing them to accurately visualize the product before purchasing.

Both AR and VR provide unique experiences for your customers, whether it’s testing out a product before purchasing or getting to experience the behind the scenes aspects of your business – and this is what customers want! 61% of consumers prefer companies that offer AR, and 68% spend more time with the products if AR is available. Get your customers invested in the process, get quality feedback from them, and get them to come to you through these experiences. 

If you need help with your marketing strategy or have any questions about new and emerging trends, reach out to us today for more information.