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?


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

Why Do Business Owners Need To Consider Video in 2019?

When Think with Google asked its’ audience (1,006 consumers between 18 and 54 surveyed Oct 2017) why they go to YouTube, surprisingly, it was NOT all for the entertainment. Instead consider ‘how- to video’ and then have a look at the below ‘Why people turn to YouTube’ chart compiled from the survey & resulting data:

how- to video on youtube


People Want To Learn Fast, So Help Them!

According to the study, 7 in 10 people turn to YouTube in order to help themselves with a problem. It’s for their work, their school or studies and also for general hobbies.

Better yet, 86% said they turn to YouTube to learn something completely new.

That’s right! ‘ How- to content ‘ actually gathers more attention than anything else on YouTube, including even music and gaming.



How Might Different Types of Business Use ‘How To Video’ To Draw New Leads?


Real Estate Agent or Agency

> How I go about getting qualified for a mortgage?

Builder / Developer

> What does it cost per square foot to build a home in my town?

Paving Contractor

> When is it time to re- build a driveway?

Home Inspector

> How would I really know if my home has mold?

Insurance Agency

> How much per incident auto coverage should I have, at minimum?

The point is demonstrating a knowledge of highly specific subjects in video that prospects are searching for and, in doing so, branding oneself = the business as the authoritative helpful professional for those same prospects to chose!

Folks the more useful your how- to video the more likely you will capture qualified leads! 

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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