YouTube 广告和营销
Why YouTube?
Hey, curious minds and future researchers! Ever wonder why YouTube seems like the town square of the digital age? It’s not just for cat videos or dance challenges. With a crowd of over 2 billion monthly users, YouTube is the go-to for anyone aiming to spread ideas, showcase research, or simply learn something new. It’s a diverse playground where every click brings new knowledge or a fresh perspective.
Kinds of YouTube Ads You’ll Encounter
Types of Ads
- Skippable ads: These are the ones you wait to skip after 5 seconds. Annoying? Sometimes. Useful? If done right.
- Non-skippable ads: Short and sweet, these ads get straight to the point. No skipping here.
- Bumper ads: Blink, and you’ll miss them. Six seconds of pure, unadulterated message.
- Display and overlay ads: These pop up around or on top of videos, perfect for a nudge rather than a push.
- Sponsored cards: Little pop-ups that suggest products or ideas related to what you’re watching.
Types of YouTube Ads and Their Features
| Type of Ad | 说明 | 理想用途 |
|---|---|---|
| Skippable in-stream ads | Ads that viewers can skip after 5 seconds. Play before, during, or after other videos. | Broad campaigns aiming for reach |
| Non-skippable in-stream ads | Ads that viewers cannot skip, up to 15 seconds long. | Delivering concise, impactful messages |
| Bumper ads | Short, non-skippable ads up to 6 seconds that play before a viewer’s chosen video. | Increasing brand awareness |
| Display ads | Ads that appear to the right of the feature video and above the video suggestions list. | Driving traffic to a website |
| Overlay ads | Semi-transparent ads that appear on the lower 20% portion of your video. | Promoting products/services related to the video content |
| Sponsored cards | Small, clickable thumbnails that appear within the video to promote products or services. | E-commerce and product showcases |
| Discovery ads | Ads that appear in places where viewers discover content, like on YouTube search results. | Engaging viewers actively searching for related content |
另请阅读：- YouTube 内容创作策略
另请阅读：- YouTube 视频制作技巧
Finding Your Crowd
YouTube is like a party where you can find your kind of people just by how you search and what you like. Target your audience with laser precision—age, interests, what they binge-watch at 2 AM, or the keywords they google.
Target Audience Parameters
| Parameter | 选项 |
|---|---|
| 年龄 | 18-24, 25-34, 35-44, 45-54, 55-64, 65+ |
| 性别 | Male, Female, Other |
| 兴趣爱好 | Technology, Beauty, Gaming, Education, etc. |
| 地点 | Country, State, City |
| Viewing Habits | Past video views, Subscriptions |
| Device Type | Mobile, Desktop, Tablet |
| 语言 | English, Spanish, Mandarin, etc. |
| Time of Day | Morning, Afternoon, Evening, Night |
| Keywords Searched | Specific terms relevant to the ad |
| Video Interaction | Likes, Shares, Comments on similar content |
Crafting Ads That Stick
- Grab attention fast: The first few seconds are golden. Make them count.
- Weave a tale: Humans are wired for stories. Use that.
- Be clear on the action: What should they do after watching? Subscribe? Learn more? Tell them.
- Brand it right: Your logo should be there, but don’t let it crash the party.
- Iteration is key: Use YouTube’s treasure trove of data to tweak and refine.
另请阅读：- 了解 YouTube SEO 和算法
另请阅读：- 新兴的 YouTube 趋势和细分市场
Building a Strategy That Educates
Content Is Your Best Friend
Aim for content that enlightens and entertains. Know your audience inside out. Are they night owls or early birds? Do they prefer deep dives or quick overviews? Plan your content, stick to a schedule, and always be ready to join the conversation in your comments section.
SEO: Your Secret Weapon
Yes, SEO matters here too. Keywords help your videos get discovered. But don’t just stuff them in. Make your titles intriguing, your descriptions clear, and don’t forget about custom thumbnails. They’re like the cover of a book—make them irresistible.
YouTube SEO Checklist
| Task | 说明 |
|---|---|
| 关键词研究 | Use tools like Google Keyword Planner for video keyword ideas. |
| Optimized Video Titles | Include main keyword at the beginning of the title if possible. |
| Compelling Descriptions | Use keywords and summarize video content within the first 100 words. |
| Custom Thumbnails | Design eye-catching thumbnails to improve click-through rates. |
| 标签 | Use relevant keywords as tags to help categorize your video. |
| 订婚 | Encourage viewers to like, comment, and share. |
| Subtitles and Closed Captions | Include for accessibility and additional keyword optimization. |
| Playlist Inclusion | Add your video to relevant playlists for increased visibility. |
| Cross-Promotion | Share your video on social media and your website. |
| Viewer Feedback | Monitor comments for insights and engagement opportunities. |
另请阅读：- YouTube 上的货币化
另请阅读：- YouTube 频道品牌与设计
The Power of Collaboration
Team up. Whether it’s with fellow students, tutors, or anyone who shares your passion. It’s about mixing your audiences and learning from each other. And don’t forget to share your masterpieces on other social platforms or even your email list.
Dive Into the Data
YouTube’s analytics are like a map in a treasure hunt. They tell you where the gold is—or in this case, what works and what doesn’t. Keep an eye out for patterns in what your viewers love and serve up more of that.
Analyzing YouTube Analytics – Key Metrics
| 公制 | What It Measures |
|---|---|
| 观看时间 | Total time viewers have spent watching your videos. |
| View Count | Number of times your video has been watched. |
| Subscriber Growth | Number of new subscribers gained over a specific period. |
| Average View Duration | Average amount of time viewers spend watching your video. |
| 参与率 | Likes, shares, comments, and other interactions as a percentage of views. |
| 点击率 (CTR) | Percentage of viewers who click on your video after seeing the thumbnail. |
| Traffic Source | Where viewers found your video, e.g., search results, suggestions. |
| 受众人口统计 | Viewer information such as age, gender, and location. |
| Device Type | Devices used to watch your video, like mobile phones or computers. |
| Playback Locations | Where on the web your video is being watched (e.g., YouTube, embedded in a website). |
另请阅读：- 建立 YouTube 社区
Community: Your Research Group
Engage, engage, engage. Answer comments, host live Q&As, and maybe even run a contest or two. Think of it as building your very own research group or study team, where everyone is there to learn, share, and discover together.
另请阅读：- YouTube 分析和性能指标
另请阅读：- YouTube 上的合作与联网
另请阅读：- YouTube’s Impact on Popular Culture
另请阅读：- Navigating YouTube’s Policies and Guidelines
另请阅读：- 用于商业和企业用途的 YouTube
另请阅读：- YouTube’s Role in Digital Education
另请阅读：- YouTube 在各行各业的创新应用
更多参考资料：-
https://www.sciencedirect.com/science/article/abs/pii/S0747563216300450
