Changes to YouTube Effective January 2020!

youtube changes 2020 digital marketingBy now, everyone knows about the power and the popularity of the YouTube platform. The video search engine has evolved from funny cat videos to an essential hub for businesses and entrepreneurs to spread their marketing messages far and wide. And changes to YouTube are here. 

As with most digital marketing efforts, you must be ready to adapt to the ever-changing nature of the web. From modern web standards to Instagram algorithms to the introduction of Facebook Ads, staying up-to-date on the latest improvements and modifications is essential to your overall marketing effort.

That’s why we’re here to breakdown what you need to know about the important changes coming to YouTube in January 2020.

The New Audience Setting in YouTube Studio

 

All content creators must now specify whether their content is “made for kids” or “not made for kids” in the new audience setting in YouTube Studio.

This change is a result of the Children’s Online Privacy Protection Act (COPPA), which limits the data that can be collected on ‘made for kids’ content. In order to be in compliance with this protection act and other applicable laws, all content creators must make the necessary audience setting changes by January 2020.

Do These Changes Apply to Everyone on YouTube?


Yes!!

If you publish content on YouTube, even if NONE of that content is made for kids, you must still specify that within your audience settings. For those that fit this scenario, it is an easy one-step process to update your audience setting at the channel level.

For those with a mix of content, some that would be considered for kids and others not so much, you will need to adjust these settings at the individual video level.

YouTube creators who make content for kids will be affected by this change the most. Personalized ads will be disabled on content made for kids, along with other features, and this will have an impact on the revenue generated by these creators.

Outsourcing Your Digital Marketing Efforts

 

Hiring a qualified team of professionals is the easiest and most effective way to stay on top of these digital marketing updates and grow your web presence.

At Kinetic Knowledge, we have helped hundreds of local small to medium-sized businesses increase traffic, visibility, and leads through our Marketing & Advertising Solutions, as well as our Fundamental SEO services.

If you’re interested in experiencing the benefits of a solid, well-executed digital marketing strategy but don’t have the time or desire to learn and implement these practices, contact us today to find out how we can help!

Positives and negatives related to using YouTube for business

Video Commercials And Small Business video production by Kinetic Knowledge

Social media platforms allow even the smallest business to advertise video commercials online to a potentially massive audience and without breaking the budget! That plus a share-friendly environment, where video can be viewed and then shared to friends easily, offers a revolutionary opportunity. Here are some tips for creating compelling video commercials. 

Commercial Video Type

Businesses typically use either promotional video or a commercial, and there is a difference between the two. Promotional videos are often more lengthy, possibly with detailed explanations for a product or service. They act more as a showcase for a brand’s offerings. A commercial is more likely meant to establish a brand in a memorable way, without being too long or cinematic.

Promotional videos can work well for specific initiatives like maybe a specific product launch; whereas, a commercial might be a unique and interactive way to introduce a brand to a target audience. Commercials are often used to drive traffic, maybe to raise brand awareness and/ or expand reach with new prospects.

Script For Video Commercials

A key component to some video is the script; its purpose being to convince prospects of the value in goods or services. And while most of us are not wordsmiths or copy writers, it is important to consider tone, intention and the target- prospect. The point is always to ensure an audience takes something important away from having viewed the video. With a script, consider asking these questions:

  • Who is this commercial for?
  • What problem does the subject solve?
  • What is the a call-to-action?
  • What is the goal?

And remember that while commercial video may be brief, pertinent information should still keep an audience interested while getting the point across!

YouTube And Facebook Video Ads

YouTube, Facebook & Instagram offer great options for advertising with video content. In fact Facebook ads can be integrated with Instagram to reach an even larger audience. YouTube charges advertisers when their entire ad is viewed (i.e. not when skipped over); whereas, Facebook typically charges a rate based upon impressions. For users to watch advertising video on Facebook they have to be logged, but with YouTube they do not. On YouTube ads are placed in-stream (i.e. ads play before a chosen video starts), but they also offer opportunities to pace static banners as overlays on or beside a random video. Facebook is tops for selecting keywords & demographic target information in order to ensure the video reaches the best audience.

 

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For Video, We Recommend YouTube!

Video content is sought after online. If you create and host it on YouTube, know how optimize it! 

Why YouTube?

YouTube offers free hosting, albeit ‘free’ justified by advertising. YouTube offers embed code, so you can take your videos anywhere online… and still have them hosted free. YouTube is the 2nd largest search engine on the web, maximizing your traffic opportunity. Google is the largest search engine, it places emphasis on video in its search results and it owns YouTube 😉 And finally, YouTube offers a number of incredible video optimization tools that go the extra mile toward ‘Better Video Optimization’.

SEMOZ.org did a nice video the other day on what helps to optimize video in YouTube and we’ll embed that video below, but let’s list important takeaways here for your convenience.

Top 10 YouTube Video Optimization Techniques

  1. Keyword Rich Titles – Search engines can’t make sense of video content on their own, at least not well enough yet. You’ve got to use targeted keywords you’d like the video to be visible for. Your titles should be succinct, but impacting enough to draw attention as it’s your title most people see when searching and then deciding what to view. 
  2. Keyword Rich Descriptions – Very much like with your titles, you’ve got to use targeted keywords in your descriptions. Consider descriptions as an opportunity to add more detail and more targeted keywords.  
  3. Tags – Use keywords that best represent your video, but those that appear in your title and description are good to use too.
  4. Transcription In Description – Admittedly, we don’t do it but writing out the entire video transcript in text is encouraged. Like we mentioned, search engines can’t make sense of video content well enough yet.
  5. Activity – Search engines need more relevant & timely content every day to satisfy those searching for it, so if you’re an active producer of video the algorithm is going to notice and you’re going to be seen as an opportunity! 
  6. View Count – Get them anyway you can, add your videos to your sites, social network accounts and anywhere possible. High view counts means your relevant! 
  7. Inbound Links – Not all links count anymore, but what search engines see as good links do! So anything you can do to get them coming in from reputable sites… do it! If you can make it happen via highly descriptive anchor text, a big bonus!
  8. Social Shares, Likes & Favorites – They’re like votes and search engines pay close attention to social activity like this!
  9. Embeds – When folks do exactly what I have with the SEOmoz video below [when they do same, with your video], it’s a highly weighted signal! 
  10. Comment Activity – Again, if people are reacting to your videos it’s a signal the video is relevant. Comments signal interest… just be sure to moderate those comments in order to prevent any bad links or behavior.