Let’s take a look at YouTube, its role in our daily lives and modern society, what makes it so important, how it’s used, how it can be turned into a powerful promotional tool for your mobile applications and games, and why is it important to start using it as soon as possible in your marketing campaign and most importantly – use it properly.
What makes YouTube so important?
The answer to this question should be fairly obvious – just take a look at your browsing history. How many times do you visit YouTube every day? How many videos have you watched over the last 24 hours? How many time do you spend watching them? Almost everyone with a computer or mobile device that has access to the Internet has visited YouTube at least once, and there are quite a lot of people who are watching videos on YouTube every day – in fact, it even replaced television for some people.
YouTube became a significant part of people’s lives online. It allows them to share their own videos, watch videos of other users, watch music videos, listen to music, watch interviews, browse trailers for the upcoming events, movies and games, and also learn something new – and that might as well be your app. Just google mobile promotion – you will find out that many companies out there use YouTube to advertise their products.
How YouTube and advertising are related to each other?
Advertising takes many forms. It can be a flyer handed out by promoters, it can be a billboard in the middle of the street, it can be a poster on the wall, it can be a banner on the website – there are so many ways to tell the public about something, one can only guess why YouTube is one of the most recommended places to advertise your work. There are multiple reasons for that:
- It’s free.
Of course, making a professional video requires effort, skill and funding, uploading your video on YouTube is free – you don’t have to pay any fees to sign up too, which is an ideal situation if you’re running on a budget or if you just want to upload some videos and gather feedback or just share something with the world. And of course, it’s ideal for YouTube app promotion.
Once the video is uploaded and set to public, anyone can watch it – and if the user likes it, their subscribers will most likely take a look too. By attracting people to your video, you will be able to reach their subscribers as well, which is a good way to spread the word about your app or game, which is a key to YouTube app advertising.
- Ad revenue.
Did you know that you can earn some money from your videos? By displaying ads before or during the video playback you can gain some additional revenue, which will net you some additional money for your project and thus increase your overall revenue – even if it won’t be much, it’s better than nothing. Keep in mind that some users may have ad blocking software installed and advertising agencies pay differently – some pay per clicks, some pay per view, and some pay based on the referral if the user who followed the link made a purchase, so the revenue will most likely be uneven – do not expect too much.
- It’s literally unlimited.
There is no limit to the amount of videos you can upload. By uploading videos regularly and providing new information about your app or game and its features you can maintain your popularity and bring in new users. Look for new ways to tell a story about your idea and its execution – if you manage to capture the user’s attention and keep it, your app will have a lot of potential downloads.
- The potential audience is HUGE.
Due to the wide usage of YouTube for all kinds of activities, ranging from education to entertainment, from lessons to video streaming and so on, the number of people browsing YouTube every day is very high. Most YouTube users have an account, which they can use to subscribe to your channel and receive constant updates from you, while spreading the word by recommending your channel and videos to their subscribers. Is you manage to convince users to spread the word, the potential of YouTube is very huge.
- Popular users can help.
There are many users out there who are reviewing apps and games and may provide a full-fledged review of your app – some of them do it for free, some of them do it for a fee, but if you manage to convince a popular reviewer to make a video about your app, this means that you will most likely profit from it – apart from viewing your videos they may also download your app, which also adds to the revenue if you are using a paid distribution model or your app features some sort of monetization (ads or in-app purchases).
As you can see, YouTube has a great potential for advertising and many developers and publishers used it to promote their products online. The biggest price in this case is the price of the video itself, however, there is more to it than meets the eye. Read on to find out how to advertise on YouTube efficiently.
YouTube Advertising Guide
As usual, you need to remember this simple rule of the market – if you don’t market your app, then nobody will know about it, and chances of your app turning into a sleeper hit are very slim. Today, there are just too many apps out there, and you need to use every ace up your sleeve to make sure that your app gets noticed by the public – today, whoever shouts louder gets the attention, and it takes effort to attract it. That’s why advertising requires more than just ads.
1. Make sure that your app is finished
Promoting a concept is not a good idea – the “ideas guy” won’t be taken seriously. You need to develop an app first, and it must be in a stable state with no placeholders, otherwise you can end up confusing your audience. Finish the art and make sure that the app is ready to show to the public. If you can’t afford professional artwork, try simplifying the art style and picking a pleasant color scheme – sometimes less is more when it comes to mobile design. Besides, simpler art assets can lead to better performance – a flat button takes less resources than the one with a texture attached to it.
This way you will make the rest of the process a lot easier for yourself.
2. Making a video
It takes skill and effort to create a professional video. Writing, narrating, explaining how you app works, displaying it on the screen in a pleasant manner and keeping it synchronized is a lot of work. This kind of work requires the necessary equipment, such as microphone and camera, and a lot of practice. You are probably asking yourself how – how do these developers manage to create these nice trailers and gameplay videos?
The truth is, most of these videos are created by people dedicated to this kind of work or ordered from marketing studios. It’s impressive when one person manages to develop an app and have all the necessary skills to promote it, but if you feel that you would rather let the professionals handle the creation of video, it’s recommended to contact a marketing agency to handle this.
When marketing agency is handling your video, they are writing the script and creating the style of the video. Of course, you can participate in the process and make sure that both of you are on the same page, which is a great opportunity to learn professionals handle these tasks.
Tags or keywords are one of the most important parts of the marketing in general, and they’re especially useful when it comes to YouTube videos. By researching the relevant keywords and using them in the tags field you can optimize your video and make it easier for your target audience to find it.
The way keywords work is very interesting – when the user enters the search query which contains the relevant keyword, your video will appear in the search results. Depending on the reception and the number of users who watched it, the ranking of your video in the search results will vary. In short – the more popular your video is and the more positive reactions you will get, the higher the position. If the popularity is growing slowly, there is no need to panic – sometimes double-checking the keywords will do the trick, sometimes the video needs a small push, and in this case incentive traffic can give your video a small boost in popularity, which should get things moving.
You should also consider creating a nice picture to use as a thumbnail for your video to attract the users and convince them to try your video.
4. Comments and management
Apart from uploading your video and doing necessary work to make it visible and attractive, you need to manage the video page and read the comments. The main reason for doing this is the value of the feedback – users will have questions and they won’t hesitate to ask them. Apart from that, your potential customers may suggest interesting features that your competitors may lack, which can give you a nice edge against them if you take some time to implement them properly.
Responding to comments and managing your video page should be one of your main priorities when you are promoting your application or game on YouTube. If the users see that you are engaged and interested in talking to them, they will keep interacting with you. However, if you don’t have time to manage your page, this can be handled by a marketing agency, which should keep your customers interested while you are busy finishing the app.
5. Ads of your app
You can also create ad banners and short videos of your app or game and see how it affects the performance of your app on the market. However, keep in mind that the conversion rates won’t be as good as you expect – usually people dislike checking the ads while watching some video, so the results may be unexpected. However, this can lead additional users to your app, but keep in mind that advertising this way is pretty expensive, so if you don’t have a dedicated budget for this kind of marketing, you may want to try other methods instead.
Other useful methods
There are a few additional ways you can use to promote your app on YouTube. For example, you can post a link to your video in the comments or ask to be featured in a description or video. You can post interviews to explain what you are doing and what you’re trying to achieve, and you can collaborate with other YouTube channels and hope that you will gather enough followers to make the launch day memorable. Try to celebrate every big moment with a video to share the joy with your customers, and they will stay with you.
As you can see, the sky is the limit – you can do anything if you have the budget, but even if you don’t, you can still do a lot, and if you get the support of a marketing firm, you can spend your time on productive tasks while they will handle the unpredictable nature of marketing.
What’s the conclusion?
Promoting your app on YouTube is one of the essential parts of any marketing campaign. It’s one of the most visited sites in the world and it offers many opportunities for developers – doesn’t matter how big they are. Even a single person with some money and talent can do a lot, all you have to do is take a look at the most popular popular channels and learn how they managed to reach this kind of popularity and whether it’s possible to apply their methods and tools to your case.
It’s recommended to keep an eye on how much time you’re spending on it, because the development and marketing are equally important when it comes to modern mobile market, and shifting your attention back and forth is not a good idea. If you can’t concentrate on both tasks equally and get good results from both at the same time, then consider letting the marketing agency handle the promotion, and concentrate on what you do best – the development. You can learn how to market your own app in the process and assist where you can, so you can do more marketing tasks when you start developing your next app.