Using the YouTube Trend Map to Direct Online Video Content

According to a recent study completed by Getty images, 36% of global consumers trust video ads and find them extremely relevant.  The study also says that this trust factor of online video ads led to a 38% increase in online video ad spend between 2012 and 2013.  In addition, marketers say that three factors — better targeting, better measurement and better reach and scale — have made their increase in ad spend over that time period justifiable.  Given the above information, the YouTube Trend Map should have a huge impact in video content marketing in the years to come.

How to use the YouTube Trend Map

What’s a Trends Map?

YouTube’s Trends Map provides a visual representation and statistical breakdown that shows exactly which videos on YouTube are popular right now.  In addition to showing region-specific information, the map also shows what content is popular by location and allows you to select detailed stats based on shares, views, city region, gender, and age.

Kelly Clay, a digital communications strategist said until recently advertisers would not have a way of knowing which video their demographically targeted ad would run with. Within the last few years, YouTube has now given advertisers the option to target an ad based on certain criteria.

Context and Relevance

Knowing what type of content is popular where and with whom is at the heart of content marketing.  The goal of a quantitative focused marketer is very straightforward: to maximize the return on investment on marketing and ad-spend by creating and publishing advertising and content that drives leads and creates conversions.  New research has shown that when people feel they are viewing relevant ads and content the chances of successful conversion increase.

Yahoo! recently completed a study of ads on their site and found that ads received the most attention when they are relevant to the target audience (increasing the amount of time people spend viewing these ads by an average of 25%). In addition, studies have shown that the more contextually relevant the advertisement is, the first fixation increases by 15%. The longer brands can get people to view their content, the more likely it is that the ad will be kept in the viewer’s memories, which can ultimately lead to a higher calling.

The goal then, of any good content marketer is to create ads that have both contextual and personal relevance.  Such ads lead to a stronger emotional responses and increase the likelihood a user will engage with the ad, says Clay.  Choosing emotionally driven content is one of the steps in a foolproof strategy for getting your content to go viral.

Media going viral

Another Tool

Social Media Strategic Jennifer Beese says that she “doesn’t believe the Trends Map is a replacement to the metrics of YouTube Analytics.  In fact, unless one of your videos is trending, “the Trends Map won’t provide specific data about any of the videos you’ve uploaded.”

However, with a projected 1.5 billion in viewers by 2015, online video is set to surpass all forms of advertising channels.  That forecast makes YouTube’s Trend Map another valuable tool in an emerging Swiss army knife of resources that should help video content marketers in the years to come.

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