Viewers have full control over what they choose to watch these days. More and more, people are choosing to stream content that’s tailored to their interest at a time that’s convenient to them. It’s during moments of personal primetime that viewers are engaged and ready to hear from brands that show up with relevant ads. As a budding entrepreneur or small business, it is vital that you consider your audience’s passions, interests and engagement when developing your media strategy.
Brands can increase sales by tuning into high interest moments on streaming sites like YouTube and making those popular moments personal. For example, Johnson & Johnson identified that during the World Cup and Halloween, many viewers were watching face painting tutorials on YouTube. With this insight, the brand created customised videos for Neutrogena Makeup Remover Cleansing Towelettes. To reach as many people as possible (both viewers who were interested in the World Cup and those who were looking for Halloween makeup tips), Neutrogena made one base video and customised it for a specific audience and context by swapping out elements like text, image, and sound. SMEs should be mindful to tap into big cultural moments that they think their customers will be interested in in order to reap the benefits.
Likewise, as viewers are streaming it is important that your brand shows up at every stage of the customer journey, from inspiration to purchase. When people head to YouTube to look up a recipe or watch a recap from a late-night TV show, they’re also paying attention to new brands. This is the perfect time for budding businesses to push their name out there, as many YouTube viewers say they’ve purchased products they discovered on the platform. Louis Vuitton put this into action by creating initial ‘inspiration’ video ads to be shown on YouTube and following them up with ‘clickable’ ads that allowed viewers to make purchases.
Whether it be by tuning into high interest moments, telling a story or teaming up with YouTube’s favourite stars and content creators, there are a host of innovative ways entrepreneurs and SMEs can reach new audiences. It’s all about tapping into what viewers are interested in and creating tailored content to capture their interest. If you’d like to look at ways you can develop your media strategy and reach new audiences, get in touch with our team of experts at Only Marketing today.