How to Use YouTube Video Ad Campaigns for Social Enterprise

If you’re a social enterprise looking to amplify your mission and reach more supporters, you're in the right place. In this blog post, we'll dive into the world of YouTube video ads and how they can be a game-changer for your social enterprise. Whether you're a small business owner or a marketing manager, this guide is tailored just for you.

Let's get started!

Why Choose YouTube for Your Social Enterprise Ads?

Reach and Engagement:

Imagine this: YouTube is like the bustling town square of the internet, where millions of people gather to watch, learn, and be entertained. With such a vast audience, your social enterprise has the potential to reach a diverse group of viewers who are passionate about making a difference. Video content is inherently engaging - it’s like telling your story face-to-face with your audience, capturing their hearts and minds.

Cost-Effectiveness:

Now, I know what you're thinking - advertising sounds expensive. But here's the good news: YouTube ads can be surprisingly cost-effective. Unlike traditional media, you can start with a modest budget and scale up as you see results. For social enterprises with tight budgets, this flexibility is a huge plus.

Targeting Capabilities:

YouTube offers advanced targeting options, allowing you to place your video ad in front of your ideal audience. Want to reach eco-conscious millennials in London? No problem. Interested in connecting with parents who support educational initiatives? You got it. These targeting options ensure your message lands in front of the right people who are more likely to resonate with your business and mission.

Types of YouTube Video Ads

There are plenty of options regarding the types of video ads you can run. Here are just a few, but Google keeps adding to them, so be sure to test and experiment with all the available options.

Skippable In-Stream Ads:

Think of these as your quick elevator pitch. These ads play before or during a video; viewers can skip them after 5 seconds. It's a great way to capture attention without feeling too intrusive.

Non-Skippable In-Stream Ads:

These ads are like a powerful short story—viewers can't skip them and must watch the entire ad, which can be up to 15 seconds long. Use them sparingly to avoid viewer frustration while they ensure your message is seen.

Bumper Ads:

Imagine these as a quick shout-out. Bumper ads are 6-second non-skippable ads that pack a punch. They're perfect for brief, impactful messages that leave a lasting impression.

Video Discovery Ads:

These ads appear in YouTube search results and related video sections. It's like placing your content right where people are looking for similar topics. This is ideal for attracting viewers who are already interested in your cause.

Creating Compelling Video Content

Storytelling:

Every social enterprise has a unique story to tell. Whether it's the journey of a young person you've helped gain real-world work experience and qualifications or the impact of your community cafe initiative in your local village, storytelling is your secret weapon. Share the challenges, the triumphs, and the real people behind your mission.

Script and Storyboard:

Before you hit the record button, plan your video. Write a concise script that clearly conveys your message. Then, you could create a storyboard to visualise each scene. This helps ensure your video flows smoothly and covers all the key points.

There are many storyboard software tools out there, or you can use good old-fashioned pen and paper, sticky notes or a Word doc.

Production Tips:

You don't need a Hollywood budget to create high-quality videos. Good lighting, clear audio, and a steady camera are your best friends. If you're filming on a smartphone, consider using a tripod and an external microphone for better results. Remember, authenticity often trumps perfection in the world of social enterprises.

You can also use tools like Canva to help finesse the video with graphics, introduction cards, and background music.

Call to Action:

A strong call to action (CTA) is the bridge between your video and viewer engagement. Whether it's "Shop Now," "Join Our Cause," or "Learn More," make sure your CTA is clear and compelling. It's the final nudge that encourages viewers to take the next step.

Setting Up Your YouTube Ad Campaign

Creating a Google Ads Account:

First things first, in order to run a campaign, you'll need a Google Ads account. If you don't have one, head over to the Google Ads website and follow the simple sign-up process.

Linking Your YouTube Channel:

Next, link your YouTube channel to your Google Ads account. This allows you to manage your ads and track performance seamlessly. Go to the "Data Manager" section in Google Ads, select YouTube, and follow the prompts.

Choosing Your Campaign Type:

Google offers several campaign types, such as search, display, and shopping, but for video ads, you'll want to select "Video Campaign." This sets the stage for your ad format and objectives.

Setting Your Budget and Bidding:

Now, it's time to decide how much you want to spend. Set a daily budget that aligns with your financial constraints. For bidding, you can choose between cost-per-view (CPV) or cost-per-thousand impressions (CPM). CPV is great for engagement-focused campaigns, while CPM works well for brand awareness.

Targeting Your Audience

Demographic Targeting:

Define your audience by age, gender, location, and more. For example, if you're promoting a youth education programme, you might target parents aged 25-45 in urban areas.

Interest and Behaviour Targeting:

Use interest categories and behaviour data to reach people who are likely to be interested in your cause. For instance, target users interested in sustainability if your social enterprise focuses on environmental issues.

Remarketing:

Remarketing is like gently reminding those who've already interacted with your content but perhaps have not taken the action you were hoping for. Set up remarketing lists to re-engage viewers who have watched your videos or visited your website.

Measuring and Optimising Your Campaign

Tracking Performance:

Keep an eye on key metrics such as views, view rate, engagement, and conversions. Google Ads provides detailed analytics to help you track your ads' performance. You can also set up reports in Looker Studio to share with others who need to see the performance.

Analysing Results:

Dive into the data to understand what’s working and what’s not. Are viewers dropping off after a few seconds? Maybe your intro needs more punch. Is your view rate high but conversions low? Revisit your call to action.

Optimising for Better Results:

Use your insights to tweak your campaigns. Experiment with different video creatives, targeting options, and bidding strategies. A/B testing can help identify the best-performing elements.

And there you have it! YouTube video ads can be a powerful tool for promoting your social enterprise, reaching the right audience, and amplifying your impact. Remember, the key is to tell your story authentically, target your audience precisely, and continuously optimise your campaigns.

Ready to dive in? Start creating your video ads today and watch your social enterprise thrive in the digital landscape.

If you have any questions or need further guidance, feel free to drop me a message.