Even the market leader knows when it’s time to zig instead of zagging.
Now that (per Wordstream) over half of video content is viewed on mobile and 92 percent of mobile video viewers share videos with others, YouTube has recognised the writing on the screen and is introducing support for vertical video advertising.
Marketing Mag Australia reports:
Following in stride with Instagram and Snapchat, YouTube has announced it will be supporting vertical video advertising on suitable content.
The renaissance of vertical video has finally struck Google and its online video platform YouTube. At a digital marketing conference Dmexco, the company revealed that it would be introducing a vertical advertising format on the platform, occupying most of the screen.
In 2017, YouTube adjusted its mobile app to better support vertical video – automatically detecting and optimising for the dominant orientation of the video.
“As more video gets shot vertically, we want to take advantage of the full canvas and not just have it rammed into the horizontal [layout] with black bars on the side,” says YouTube chief product officer Neal Mahon.
Facebook’s Instagram debuted IGTV, its YouTube challenging vertical only long form video platform in June 2018. The platform’s premiere accompanied an announcement that the worldwide Instagram community had surpassed one billion monthly active users. IGTV currently does not, however, currently support advertising.
Hyundai was one of the first brands allowed to experiment with the format. According to YouTube, vertical ads will operate in the same fashion as the traditional landscape offerings – playing as pre- or mid-roll spots and linking to a brand’s website.
“It’s actually something we had been hearing from advertisers and their creative agencies for some time, and now we’re happy to deliver it and my expectation is that what they do with it will exceed our expectations from a creativity standpoint,” Mahon told The Drum.
We’ve recognised the importance of Vertical Video as well, and have revised and expanded our Online Video Marketing course to include the topic:
Here’s what the course covers:
Lesson One: YouTube
There’s a bit more to YouTube than cat videos. It’s still the patriarch of online video (even though Facebook is pushing hard for prominence in that space).
In Lesson One, we review:
- YouTube by the numbers (which are staggering. For example, 300 hours of video are uploaded to YouTube every minute).
- How to use Google AdWords for Video effectively
- Viral Videos: the good, the bad and the very very ugly
- The new rules of video marketing
- NZ YouTube Channels – which brands are using YouTube, and how are they doing?
Lesson Two: Facebook
At the end of 2014 Facebook hosted approximately one billion video views per day. By the close of 2015, that figure had grown to over eight billion. While there’s still some debate about what qualifies as a video view (3 sec vs. 10 sec. vs. 30 secs?), the overall trajectory of Facebook video consumption is undeniable.
Video is central to Facebook’s vision for the future of the platform. In 2014 CEO Mark Zuckerberg was quoted as saying “In five years most of Facebook will be video”.
In this lesson, we feature:
- five key statistics which show the vital importance of video on Facebook
- why ‘native’ Facebook video ads are so more effective than embedded ads (and how to go native successfully)
- how to get more engagement and drive more traffic with your Facebook videos
- why silent autoplay can see your videos either soar or flop
- what you absolutely must do if you want your Facebook video ads to be watched
- Best practices for Facebook video creative
- Inspiring online video ad creative
- 20 ways that brands can make the most out of Facebook video
- 10 quick wins for getting started fast with Facebook Video
- the opportunities inherent in Facebook Watch
Lesson Three: Live Video with Facebook Live, Periscope, Meerkat, Blab, YouTube
Live video has come from nowhere to represent a major development in online marketing. In Lesson Three we examine the key providers of live video services and show you how you can determine whether live video will meet your promotional needs.
We also cover:
- Facebook’s new Live Video API (so that more and more devices can send live feeds to Facebook)
- The surprising benefits of using live video within Facebook groups
- what you should and shouldn’t do with live video
- how marketers have already been using live video (examples and inspirations)
- What YouTube is doing in response
- Should you choose landscape or portrait mode for your videos?
Lesson Four: Video on Instagram
Instagram is seeing more and more videos appear on the platform. In this lesson, we talk about what you need to know about video on Instagram, including:
- featuring video in regular posts
- using vertical video in Instagram Stories
- everything you need to know about Instagram’s new long-form offering, IGTV
Lesson Five: Vertical Video
Now that vast numbers of people are watching video on their mobile devices, it’s time to reconsider our orientation. We’ve already talked about vertical video on Instagram. Snapchat is another pioneer in vertical video content. Now, as vertical video spreads to YouTube and beyond, we explore:
- what you absolutely must know about vertical video
- what materials the platforms require
- how to optimise your content for vertical
Lesson Six: Video Tips, Techniques & Tools
We close out the course by considering some of the tools and techniques you should use for your online video marketing.
Along the way, we explore:
- 11 steps to creating an effective video content strategy
- Essential tips and techniques from the YouTube Creator Playbook
- Video marketing tips from the experts
- 30 practical tips to help you create the best live-streamed videos
- The surprising legal ramifications of live content streaming (what you don’t know could cost you bigtime)
TIMING
This course begins on Monday 20 May, 2024.
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INVESTMENT
This six-part online training course is available for $497. However we offer an Early Bird Discount of $100 — pay just $397 for bookings received by Monday 13 May, 2024.
Bookings are confirmed on receipt of payment, which can be by bank deposit or credit card. We can raise an invoice in advance if you need it.
To reserve your place in this course, please pay by credit card through PayPal by clicking here:
https://www.paypal.com/cgi-bin/webscr?cmd=_s-xclick&hosted_button_id=2VZ8UHUGZLY7E
If you would prefer to pay by bank deposit, or require an invoice, please send an email to bookings [at] socialmedia.org.nz with your requirements.
WHAT HAPPENS NEXT?
You’ll receive our emailed confirmation of your booking. Then on the first day of the course we’ll follow up with details of your Login and Password, along with an Enrolment Key for your online training course.
If you have any questions, or would like more information, please email us at the address above.
