In-depth Guide to YouTube Advertising

  • Focusing on current YouTube trends
  • Identifying your audience’s wants and needs
  • Choosing the approaches your videos will take

Clearly define the overall message that you want to convey within your, what the video's call to action will be, and who your videos will target. As you engage in these pre-production steps, it’s important to focus on what information about yourself, your company, and/or your products/services you want to convey, and how you ultimately want to share this information.

Your company needs to create a free YouTube channel, then properly brand it with its logo and other graphics, along with a channel description.

Why do you want to create video-based content in the first place?

In other words, what do you want your company to get out of it?

  • Introduce new products/services to new and existing customers
  • Attract new customers and drive them to your company's website
  • Better educate potential customers about our company and its products by offering video-based product demonstrations, comparisons, and unboxing type videos
  • Help existing customers better use your products by showcasing ways to use them that customers might not have thought of, and by sharing ways your customers can save time and money, and simplify their lives by using your product
  • Help customers assemble your products and reduce the amount of time and resources required to offer telephone or email-based technical assistance and customer support
  • Answer common customer questions related to your product using a video format
  • Offer a “behind-the-scenes” look at your company
  • Will your videos entertain, educate and/or provide information or insight into your company and its product that your audience will find valuable?

Always be thinking about how the content you create will offer a balance between what your company wants and needs vs what will appeal to your viewers so they’ll respond favorably to your videos, watch each video in its entirety, and follow through on the call to action that’s presented to them.


When your YouTube channel will be populated by videos that have vastly different objectives, be sure to properly organize content into playlists and/or categories. This way, when someone visits your channel, they can quickly locate and watch only the videos that pertain to them, and you won’t waste their time by making them watch videos they’re not interested in or that are not relevant.

Organizing your content and presenting it in the most appealing and straightforward way within your channel is as important as the content itself.


As the content creator, it’s your job to determine what approaches your viewers will respond to best, and simultaneously allow you to convey the information you need to achieve your company’s objectives.

  • Live action video footage
  • Text (titles, captions, etc.)
  • Graphics
  • Animations
  • Charts and diagrams
  • Music
  • Sound Effects

A Few Common Traits of Successful YouTube Videos

  • The video is short and to the point. Keep our videos under six minutes in length.
  • Within the first few seconds of the video, what the video is about and what it offers are quickly and clearly explained to the viewers.
  • The video's call to action is incorporated into the video near the beginning, then repeated several times within the video including near the end. The call to action begins by stating what reward the viewer receives for following through and completing the call to action.
  • The video is targeted to a specific audience and has a specific goal or objective.
  • The content of the video is unique and sets itself apart from the other videos on YouTube.
  • The video offers information that the viewer perceives as useful, informative, entertaining, highly engaging, educational, or directly relevant to what they're looking for, wanting, or needing.
  • The video uses some type of background music.
  • The video offers clearly defined and easy to understand information that the viewer doesn't have to wait long to receive. The information is not buried in clutter or hidden by eye candy or audio that can be distracting or confusing to the viewer.
  • The title of the video is appropriate, descriptive, and to the point.

Quality of Engagement can be based on:

  • How much of our video someone watches before clicking out of it
  • The percentage of people who watch your entire video vs. how many people click out of it before it’s over
  • The number of comments a video receives
  • The percentage of people who follow through with the video’s call to action

Why YouTube Sometimes Fail

  • They’re poorly produced and boring to watch.
  • The content of the video is unoriginal and doesn’t stand out from the competition.
  • It fails to cater to its target audience.
  • The content is not entertaining, informative, or perceived as containing any type of valuable information - it does not address any type of work or need.
  • It’s too long and fails to hold the viewer’s attention.
  • The content doesn’t properly take advantage of the visual aspect of multimedia, so it fails to keep the viewer’s attention.

Quality of Engagement can be based on:

  • How much of our video someone watches before clicking out of it
  • The percentage of people who watch your entire video vs. how many people click out of it before it’s over
  • The number of comments a video receives
  • The percentage of people who follow through with the video’s call to action

Why YouTube Sometimes Fail

  • They’re poorly produced and boring to watch.
  • The content of the video is unoriginal and doesn’t stand out from the competition.
  • It fails to cater to its target audience.
  • The content is not entertaining, informative, or perceived as containing any type of valuable information - it does not address any type of work or need.
  • It’s too long and fails to hold the viewer’s attention.
  • The content doesn’t properly take advantage of the visual aspect of multimedia, so it fails to keep the viewer’s attention.

Get to the Point Fast

Whatever approach you take with your videos, remember that it’s your job to capture your audience attention very quickly, then keep the content of your videos succinct so their running time is kept short.


As you’re managing your Youtube channel, you can group videos together as a playlist for your viewers, so one video automatically plays after the next in the order that you preset. Of course a viewer can pause or exit out of the playlist at any time, but if one of your videos holds the viewer’s attention until the end, having another relevant video begin automatically is an excellent strategy for retaining viewers as they watch multiple videos. This is a great way to build your audience and YouTube channel subscriber base.


Choose what approach yon want to take with the video. For example, will it be how-to related, informational, tell a story, showcase an interview, offer a product demonstration, or focus on entertainment? As you've already discovered, the possibilities are limited mainly by your imagination, skills, and production budget.


At this point, it's a good strategy to create a storyboard for our video concept. On a sheet of paper, draw a series of boxes like a cartoon strip and within each of the boxes, sequentially sketch out what will happen in each scene of your video.

As you do this, below each box, write the scene number and a few words about what multimedia elements will be incorporated into the screen.


Later, as you write the script for your video, if applicable, you can add the script elements under the appropriate frames in your storyboard.


Within your storyboard, plan each scene and shot, associate each scene or shot with dialogue, and determine when and where titles, animations, graphics, music and sound effects, for example, will be used.


Write a Compelling Script

Begin drafting a shooting script which contains exactly what will be said, word for word, within the video.


Within your script, be sure to include as much direction and detail as possible related to shooting locations, camera angles, and types of shots. Describe the actions that the performers in the video take and how music and/or sound effects will be used.

Indicate when special props, charts, graphics, or other animated or multimedia content beyond live-action video footage will be used.


How something reads on a page is very different from how it sounds when spoken, especially if it’s a conversation between two or more people.


If people are searching for your service(s) on Google, YouTube is a must because with video, you can clearly show the what makes you unique & differetn!