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If you want to build a major profile as a video content creator, an understanding of YouTube Marketing is a must. This article is here to teach you the basics pertaining to content and marketing.

YouTube is one of the most widely-used platforms right now, hosting over 122 million active users daily. In many aspects, it can be an excellent place to put up content or act as a free-to-use marketing tool. It’s a lucrative field if you know how to play it, so we’re going to talk about advertising and promotion trends, sponsorship info, and successful content formats on the platform.

Why does YouTube matter? Here are a few stats:

Content Trends

YouTube content formats are constantly changing for a number of reasons. Firstly, YouTube introduces changes to their video player that allow for differing quality standards or even add-ons (like subtitles). Secondly, YouTube videos need to account for the diversity of devices that viewers play content on. An increasing number of people watch YouTube on TV screens, so average video quality has had to go up.

Thumbnail formats should be about 1280×720 (minimum width of 640 pixels). Uploads should be JPG, GIF, or PNG while remaining under the 2MB limit. Videos that showcase faces on the thumbnail (whether of the content creator or someone else) tend to perform better. Similarly, pictures that are emotionally expressive (happy or sad) drive more engagement.

Gaming content is doing particularly well on YouTube, along with growth in Sports and Children’s content. Additionally, a growing number of YouTube content farms produce automated content, with algorithmically generated cartoons (of dubious quality).

Best YouTube Video Length for Monetization

Youtube Marketing Trends

In terms of length, things are contextual. There has been an uptick in the average number of videos over 20 minutes by 200% since 2021. This generally indicates a deeper focus on long-form content, which makes sense as YouTube has changed its advertising format to be more beneficial for longer streams and videos.

However, video length is also contextual. Here are a few stats to keep in mind:

  • In marketing, short YouTube videos dominate. The length of most business-related videos is just under 10 minutes
  • About 56% of videos are less than 2 minutes long
  • Since only 4% of business videos are 10 to 20 minutes long, medium-sized videos (between 10 and 20) are possibly less popular
  • 62% of viewers will finish a business-related video if it’s less than 60 seconds

However, longer videos have their own drawbacks:

  • Only 26% will finish a video if it’s longer than 20 minutes
  • 59.9% of people indicated that overly long videos would strongly deter them from watching

However, YouTube has also introduced Shorts, which have their own utility.

YouTube Shorts for Marketing

Introduced in 2021, Shorts are only recently taking off. They’re part of a wider trend where platforms are looking to jump on the ephemeral content train. Consequently, they can serve as neat little, low-effort snippets that are easily digestible for viewers. Additionally, if you already record TikToks, this may be a good place to reuse that content (assuming it fits the format).

Another advantage of shorts is that they reach a different yet very large audience compared to TikTok videos. Additionally, these can act as teasers for your other content to cut through the noise and do some pre-marketing for a longer video or ad.

In terms of format, they have to be about a minute long (15 seconds max, if uploaded from the YouTube app). The format is also very conducive to mobile videos, so it can take less effort in general. Features include:

  • Auto-captioning
  • Creative functions to edit videos e.g., speed controls
  • Multiple segment camera
  • Add and chop music to suit the video
  • Colour adjustment options and direct upload from your phone gallery
  • Add tracks from YouTube’s music catalogue

Here’s how to upload youtube shorts:

  • Sign in to YouTube Studio
  • In the top right-hand corner, click CREATE  and then Upload videos 
  • Select a short video file:
  • (Optional) Include #Shorts in the title or description to help our system recommend your short videos across YouTube

Content Analytics Tools

YouTube Marketing Analytics

YouTube has introduced a bunch of new features that content creators can use to bolster their work. Here are the 3 most recent ones:

  1. Search Insights: As part of YouTube Analytics, this feature provides reports on specific search behaviour. It is particularly useful for producing SEO-optimized video content using relevant search terms. Accessible via the “Research” option in the Analytics tab.
  2. Most viewed sections: Available to all viewers as well, this feature highlights the sections most viewed. This can be useful for getting an idea of what aspects of a video are most engaging for viewers.
  3. Media Kit: a resource that highlights tools to support the creation and distribution of branded content through YouTube BrandConnect. More on this one later.

Outside of YouTube itself, there are also tools like TubeBuddy which can enable a few marketing features. These include a pretty useful version of YouTube A/B thumbnail testing to optimize CTR. Similarly, you can also test titles after posting the video.

YouTube Advertising & Marketing Trends

Estimates show that YouTube’s global advertising revenues in 2021 were around $28.84 billion. YouTube ads can potentially get across to 2.56 billion users. This makes sense, as the average user spends 24 hours per month active on YouTube.

According to Google, paid mobile video advertising is 84% more likely to attract viewer attention than TV ads. Similarly, mobile users visit 2x the pages on YouTube as compared to desktop users. As of now, the largest advertiser (in terms of spending) is Apple, followed by Disney and US political candidates.

Youtube marketing spending companies
Source: Statista

Most people click away from video ads within the first 5 seconds if possible. As a response, this has led to a slew of weird YouTube ads that try to gather your attention within that fleeting moment. One of the reasons YouTube ads are getting worse is that there are so many of them so frequently, owing to YouTube wanting people to switch to their ad-free subscription.

In contrast, there are other types of ads that people can run on YouTube. Affiliates and sponsorships have become even more popular over time.

YouTube Sponsorship & Affiliate Marketing

As a platform, they don’t just provide advertising opportunities in terms of banner or video ads, but they also provide content creators who can act as affiliates. As mentioned earlier, the largest growth has been in Sports and E-sports/gaming content. This has opened a lot of opportunities for sponsorships and affiliate marketing within videos using influencers.

In 2020, the 10 top-spending brands spent a total of $368 million on YouTube influencer sponsorships. Unsurprisingly, YouTube campaigns account for 36% of the influencer campaign market.

These campaigns include a number of types of sponsorships:

  • Product sponsorships: when brands send influencers free products to review.
  • Affiliate sponsorships: the influencer gets a commission of engagement or sales, usually based on discount codes.
  • Paid sponsorships: Sponsors pay YouTubers to promote a product or service on their channel (the highest-paying form of sponsorship).

So, how much do YouTubers make from sponsors? This can vary as different sponsors have different standards and deals that they make.

Sponsors can pay between $0.035 to $0.15 per view to YouTubers, but that number is from 2020. The market is growing more popular, so in 2022 you can expect higher pay as demand for creator partnerships increases. Sponsored videos can average out to $90 for every 1000 views.

How to Get a Sponsor on YouTube

There are no centralized means of getting in touch with sponsors so methods can vary based on your content and the sponsor’s needs (among many other market factors). With that in mind, A few methods detailing how to get a YouTube sponsor:

  • Direct Outreach: YouTube creators can reach out to the company themselves. In this case, may be wise to show off some market stats, audience analytics, and other such numbers
  • Growth: Grow your audience and companies will end up finding you
  • Influencer marketing services: Companies that specialise in hooking up influencers with the brands that may need them. Make sure you keep an eye out for names like YouTube Brand Connect, Brybe, and TapInfluence
  • Multi-Channel networks: 3rd parties that monetise your channel and manage some of the background details. This is a lot less work once you have them, but it also means you pay a management fee

Content-wise, here are a few tips:

  • The type of videos you make need to fit the company’s niche. Companies will look for specific audiences you’re appealing towards.
  • Quality content and professionalism always help. Invest in an editor or a nice set. Have a consistent brand style that the company can recognise and understand.
  • Have content on multiple platforms. Not only is this good advice in general, it helps build rapport with the audience and give companies more places to find your work in the wild.

If you’re looking for content consultation or YouTube Marketing Services, we can oblige. Promoguy provides a range of services geared towards businesses and content creators.