How to Use YouTube Search Trends to Create Engaging Content

How to Use YouTube Search Trends to Create Engaging Content

Have you developed your video marketing strategy and determined YouTube is the place to be? If you want to leverage your success, you should be on the lookout for YouTube search trends.

YouTube search trends are the easiest way to determine what topics are popular on the platform at any given moment. But this isn’t just a metric for measuring the success of other video content creators—YouTube trends also help you determine what kind of videos you can create to grow your audience and reach a wider appeal.

In this article, we’ll go over how you can find YouTube trends to follow, how you can leverage them to create your content, and how those trends affect the YouTube advertising space.

How Do You Find YouTube Search Trends?

There are several resources you should consider checking out to discover the latest search trends. Here is how to find the YouTube search trends that can shape your future content strategy.

  • YouTube: Unsurprisingly, YouTube is a great place to look for the latest YouTube trends. The platform conveniently has a “Trending” category under its Explore page, which gives you a direct pulse on what videos are currently trending. This list is updated every 15 minutes, showing which videos rise and fall from the top spots.
  • Social media: For some political and cultural topics, video trends reach far beyond YouTube. Checking popular media platforms can give you a glimpse into current topic trends.
  • SEO Platforms: Most SEO Platforms’ primary purpose is to look for and measure how people search on the internet using keywords and phrases. Still, keywords are not only relevant for search engines, but any widely used website uses SEO basics. Semrush allows you to search for specific topics, and they’ll deliver the latest YouTube keyword search trends. This gives you the exact verbiage people use to look for trending topics.

How Do You Leverage Trends for Your Video Content?

Using YouTube search trends as a springboard toward success is not as simple as chasing those trends. Target the wrong trend, and you may sink hours into a topic that doesn’t give you any traction with viewers. 

We don’t want you to have any wasted effort in growing your YouTube audience. That’s why we’ve gathered the four best tips you can use to properly leverage trends in your favor.

1. Start With Goals

Before creating content, think of your long-term goal for content creation. Are you doing it to grow an audience? To become an expert in a niche category? 

Whatever your goals may be, don’t let a trend dissuade you from them. This will help ensure you follow trends that are relevant to your usual content. However, it can inspire how you create your content around the trending topic.

2. Capitalize on Google Keyword Trends

If something is a trending topic on Google and other search engines, chances are people will be looking for video content as well. This is particularly true for question-based searches. 

For example, say you specialize in automotive content. If you find a trending topic about how often you should flush your brake fluid, consider creating content that addresses that question and teaches people how to flush their brake fluid.

3. Optimize/Reutilize Previous Content

Maybe you’ve already created a video that covers the trending topics. If this is the case, don’t start from scratch—video creation is time-consuming and costly. Instead, you can repost your old content or splice it with updated information to make it more timely.

4. Take Advantage of Seasonal Trends

Just because a trend isn’t evergreen does not mean you should ignore it entirely. Take the search term “how to make a Christmas wreath.” Sure, it is likely only ever searched during the holiday season, but it will get searched every holiday season.

Creating seasonal content ahead of time is a great strategy that will help prepare you for the future, ensuring your content will be in front of the right audience at the right time.

Of course, don’t follow a trend just because it’s seasonal. Ensure the content always aligns with your goals and regular content, so it’s not a jarring departure from what you usually produce.

Can Search Trends Improve Your Video Advertising?

Examining trends can help you craft your YouTube advertising strategy. Many users are searching the web for a product you offer. They go onto YouTube and are greeted by an ad for your product. Because of relevancy, that user is more likely to click on your ad.

If a product or service you offer is part of a popular trend, advertise it as soon as possible.

Perfect Your Video Ads with Channel Factory

Want to learn more about aligning your video content with YouTube search trends? Work with Channel Factory. Our experts build customized YouTube advertising solutions for optimal brand and content alignment. Contact us today!

5 Do’s and Don’ts of Successful Video Marketing in 2022

5 Do’s and Don’ts of Successful Video Marketing in 2022

Videos play a crucial role in a business’s content marketing strategy and can boost sales. With that said, trends and best practices are constantly evolving. Keeping up with how the video marketing industry changes yearly and monthly is essential, or your brand will get left behind. To help, we have broken down the top trends of video marketing in 2022, along with current video marketing tips you should be following.

2022 Trends in Video Advertising

While creative ideas have their place in marketing, it’s also important to follow the trends in your industry. Using trends to generate strategy can increase your brand’s visibility, engagement, credibility, and more. 

Here are some of the top mobile video advertising trends to add to your content marketing calendar:

  • User-Generated Content (UGC): UGC is just like it sounds—consumers create the content instead of a marketing team. USG videos inspire more trust for your brand and can take many forms, including product reviews, demos, tutorials, unboxing videos, etc. 
  • Interactive Videos: These videos encourage viewers to engage with links and content while watching. Examples of interactive videos can include polls, landing pages, questions, other content from your brand, and more.
  • TikTok: TikTok is not new in 2022. However, it is an increasingly relevant space to include in your video marketing. Plus, these types of videos are quick and easy to make. 

5 Do’s and Don’ts Video Marketing in 2022

Perhaps the biggest change between video marketing in 2022 versus video marketing best practices in 2021 is the increasing emphasis on short video content. With social media channels pushing reels, and consumers’ attention spans hovering around eight seconds, 2022 is shaping up to become the year of short content. 

The following are four more tips for video marketing in 2022 and beyond.

1. Do Optimize Videos for Search

Video marketing and search engine optimization (SEO) go hand in hand in any good digital marketing ecosystem. Before filming, know your target search intent, then create high-value, relevant videos. 

Answer important questions, educate, and engage your audience. Like with standard website SEO best practices, you need to do keyword research and use them both in the video and the description. 

Once you have created strong content, optimize on the back end with meta titles, video descriptions, captions, hashtags, thumbnails, etc. This process will look different across platforms. One video marketing SEO tip many overlook is inserting a video transcript. This will help search engines know what the video is about and will allow the video to appear more widely and accurately in searches.

2. Don’t Chase Going Viral

It’s very easy to get caught up in trying to produce content that will go viral. This is a waste of time and money. Virality can risk a company’s brand suitability model and give you a disingenuous reputation. In general, it’s best to focus on quality content. 

3. Do Caption Your Videos

Captioning the videos you create has been very popular in 2022 across all platforms. Why? It is a more inclusive practice and allows your audience to watch your video anytime—even when they cannot use sound. According to a poll, 69% of people watch videos with the sound off in public places. Using captions will allow people to understand the information in your video without the sound, which will help you get your message across to more people. 

4. Don’t Produce Lengthy Videos

The concept of keeping content short has been around for a while, but in 2022, videos need to be even shorter. Short videos became more popular with the rise of TikTok, and you can see that shift with the addition of Instagram Reels and YouTube Shorts. If your brand doesn’t start favoring short videos that make the most of every second, you may notice a decline in your views and engagement. 

5. Do Consider Investing in Software

Every platform is complex, and brands can struggle to keep up with algorithm changes and best practices in video marketing. 

To combat this challenge, consider leaning on software for support. Channel Factory offers custom YouTube advertising solutions, including easy-to-use self-service software. This takes the guessing out of the equation and assists you with optimizing your video content for maximum results. 

Contact Channel Factory today to elevate your video marketing strategy.

What Does Contextual Advertising Mean? And Why It’s Important

What Does Contextual Advertising Mean? And Why It’s Important

Today’s digital landscape makes it easy to reach a wide audience. But serving ads to the wrong audience won’t deliver the best ROI. In some cases, it can actively hurt your brand.

Contextual advertising can drive powerful results when done correctly. But to do that, we need to define contextual advertising and detail its uses and benefits.

What Is Contextual Advertising?

Contextual advertising is the practice of placing targeted advertisements with relevant content. In digital marketing, that means advertising on the right websites, videos, and other online content. By doing so, you’ll reach an audience that’s more likely to click the ad and interact with it meaningfully.

How It Works in Digital Marketing

Many advertisers employ machine-learning programs to identify suitable content for their ads. At Channel Factory, we use contextual video targeting on YouTube to deliver ads where they’ll perform best.

Why Is Contextual Advertising Important?

Placing ads in the proper context helps provide the most return possible from your ad spend. In a recent study, we’ve found that 73% of consumers are more likely to buy something from an ad if it applies to the content they’re consuming. 

Contextual advertising also helps avoid negative connotations with your brand. In that same study, we discovered that 64% of users would develop negative views of a brand if it appears next to unsuitable content.

Mobile Contextual Advertising, Privacy, and Cookies

Similar to contextual advertising, many brands use browser cookies to track user behavior and deliver relevant ads. This is sometimes called behavioral advertising.

But privacy concerns continue to rise as more people adopt mobile devices. World governments are cracking down on data sharing. And with companies like Apple and Google changing their cookie policies, it’s more critical than ever to run ads based on context rather than behavior.

5 Notable Benefits of Contextual Advertising

Contextual advertising offers many benefits for advertisers.

1. More Relevant to the Target Audience 

Instead of wide-sweeping ads like billboards or print ads, contextual advertising reaches an audience already primed to interact with your brand.

2. More Reliable Than Behavioral Advertising

Personalization is a powerful tool in advertising. But past behavior isn’t always the best indicator of user intent. So even though a customer plays guitar, they probably won’t click a guitar shop’s ad on a recipe blog. In that context, they’re more likely to click ads for ingredients or cookware.

3. Easy and Affordable to Implement

Behavioral advertising requires a lot of data, which takes time and resources to collect and analyze. Contextual advertising uses different tech that doesn’t rely on sourcing data from users.

4. Not Limited By Policies and Legislation

Contextual advertising doesn’t rely on collecting data. As such, it doesn’t violate any policies set by governments, agencies, and platforms like Google or Apple.

5. Safer for Your Brand

You can avoid misaligning your ads with inappropriate content by using contextual advertising. That way, you can avoid negative associations made with your brand.

Contextual Advertising Examples

There are many ways advertisers align themselves to the right context. Here are several examples of contextual advertising:

  • Running shoe ads in a video about fitness and exercise
  • Ads for productivity software in an article about school tips for success
  • Ads for pool care products in an article about cleaning swimming pools
  • Pizza chains offering discount codes in family-friendly content
  • Ads for reading glasses on a book review website
  • Copywriting agencies sponsoring a YouTube channel about building websites
  • Ads for sugar-free cereal in a podcast about health and wellness
  • Wireless earbud ads during long-form video essays

Once you define your ideal customer, you can contextualize your marketing toward them.

How Effective Is Contextual Advertising?

Contextual advertising simply works. Here are some stats to consider:

Contextualize Your Ads for Optimized Revenue

Contextual advertising on a large scale requires specific tools and expert knowledge. If you need help to get started, reach out to Channel Factory for a custom YouTube advertising plan that positions your brand with the perfect audience and maximizes returns.

The Social Effect: How Video Consumption Trends Have Changed

The Social Effect: How Video Consumption Trends Have Changed

The pandemic changed a lot about how we consume media. Web traffic blew up, and content consumption saw dramatic changes. But we wanted to know: Is video content on the rise?

We surveyed thousands of people across the globe to find out. And in our recent study The Social Effect, we uncover how video consumption trends and habits have changed from 2020 to 2022.

How Has the Pandemic Changed Video Content?

Before the pandemic, video made up roughly 73% of all internet traffic. That number is expected to increase to 82% in 2022. Video traffic comes from paid on-demand services (like Netflix, HBO Max, etc.) and user-generated content (YouTube, TikTok, etc.).

Content Quality

There’s a wider acceptance of “lower-quality” content, especially among younger audiences. A study published by YouTube noted that “traditional, TV-era markers of quality are less important to viewers than they once were.” Factors like high production values or famous actors don’t impact viewers’ preferences like they once did.

Blurring Lines Between Social Media and Traditional Entertainment

As we observed in our CES 2021 Advertising Takeaways, more people turned to social video content for entertainment. That trend continues today. We found that globally, 56% of consumers turn to YouTube to relax and watch entertaining videos. Other users stated they watch video content to boost their mood.

Do Consumers Prefer Video Content?

Digital video consumption continues growing at an incredible rate. You can see this reflected in how much social video platforms have grown:

According to Hubspot, people are more likely to pay attention to videos. With other forms of content (like blogs, ebooks, and podcasts), they’re more likely to skim through it or multitask.

3 Video Consumption Trends Among Millennials and Gen Zers

Video consumption trends are rapidly shifting. In The Social Effect, we’ve uncovered some interesting details about digital video consumption, which you can learn more about by downloading the full overview.

1. Increased Desire for Variety and Discovery

One of the top reasons people turn to social is to discover something new, unusual, and surprising. In what we call “The TikTok Effect,” users crave an element of discovery with the content they watch. Platforms like YouTube, Meta, and Snapchat cater to this by feeding users new content based on behavior algorithms.

2. More Product Research and Shopping

More consumers use social videos to research a brand or product. Often, they make buying decisions based on reviews and demonstrations they’ve watched.

26% of users we surveyed use social video to learn about a product. What’s more, 22% have shopped for products via social video ads in the past three years and that number is expected to continue growing.

3. Improved Moods After Digital Video Consumption

Some people associate social media and online videos with laziness, regret, or lack of productivity. But as Google points out, “In times of uncertainty, digital video can be a wellspring of positivity.”

At the height of the pandemic, people watched YouTube videos to boost their mood. That trend continues, with 35% of adults saying they feel better after watching video content online.

How You Can Capitalize On Video Consumption Trends

Advertisers can take advantage of these video consumption trends by doing these two things:

You can work with a partner like Channel Factory to ensure your video ads are surrounding suitable content. Contact us today to learn more and get your best-performing ad campaign yet.

And if you want to know more about video consumption trends, download our complete overview of The Social Effect.

3 Lessons We Can Learn from Early Social Media Platforms

3 Lessons We Can Learn from Early Social Media Platforms

It wasn’t that long ago when sites like MySpace and Friendster were just seen as fun distractions. Nowadays, you probably open your phone multiple times a day to check notifications on Facebook, Twitter, or TikTok. 

Early social media platforms can teach us a lot about consumer behavior. By studying the evolution of social media, we can gain valuable insights into how it’s changed—and how it’s stayed the same. 

And by studying this behavior, we uncover ways brands can effectively use social media to grow their business.

Social Media through the Years

In a few short decades, social media has evolved from nonexistence to an essential communication tool that more than half the world’s population uses every day. But how did we get here? And how can businesses leverage social media to boost their brand?

When Did Social Media Begin?

While free website builders like Geocities came and went, the first major social media site showed up in 1997 with the short-lived Six Degrees. At its height, the site boasted around 3.5 million users before shutting down in 2000. After that, social media gained momentum in the early 2000s with sites like Friendster and MySpace.

How Social Media Has Changed

In their most basic forms, early social media platforms let users create profiles, connect with friends, post photos, and keep tabs on users within their network. That said, they were mostly restricted to a desktop experience, with growth limited to the number of people with internet access.

Today, roughly 85% of Americans own a smartphone, giving them nearly unrestricted access to the internet. Platforms that adopt a mobile-first approach see rapid growth while others fall by the wayside.

Video is increasingly important to users. Social platforms have evolved to reflect this trend. YouTube currently has over two billion monthly users, with TikTok coming in at one billion. Other platforms like Facebook and Instagram have picked up the video trend and now heavily incorporate video elements into the experience. 

What We Can Learn from Early Social Media Platforms

Brands can learn some valuable lessons by studying social media evolution and how users interacted with these early platforms:

1. Don’t Be Everything for Everyone All at Once

One possible factor in Friendster’s downfall was what Gizmodo called  “conceptual vastness”— its attempts to connect everyone in the world together, Friendster was bogged down with fake profiles and superfluous features that detracted from the experience. 

Eventually, users jumped ship to other sites. 

In contrast, Facebook started life as a networking site for Ivy League college students with school email verifications. Then it expanded permissions to other schools and eventually opened to the public.

2. Maintain a Suitable Image

MySpace was the undisputed ruler of the social media space during the mid-2000s. But cracks started forming when they were caught up in controversies regarding cyberbullying and sexual abuse. As a result, users and advertisers started moving away from the platform altogether.

Brand perception is crucial. Consumers can draw negative conclusions about a brand if placed with unsuitable content, innocent or otherwise. In this case, users no longer felt safe on MySpace, and wouldn’t support a platform fostering that type of activity.

3. Adapt to Rapidly Changes in Consumer Behavior

This may seem like a no-brainer, but failing to adapt in time is part of why some early social media platforms failed, while others took off.

Facebook has maintained itself as a leader since 2008 thanks to some strategic choices. It addressed the safety concerns that plagued MySpace while adding features it lacked. As video and photos became a priority for users, it invested into new features for Instagram and Facebook Watch.

YouTube has adapted to changing demand and behavior. It’s added features such as live streaming and community posts, allowing users to monetize their videos in numerous ways. All these additions have helped it maintain relevance and longevity.

Boost Your Social Strategy with Channel Factory

Maintaining positive momentum and positioning in social media is critical to your digital marketing ecosystem. By studying the evolution of media and learning from the mistakes and successes of early social media platforms, your brand can see incredible success.

Channel Factory helps brands succeed by leveraging video content on YouTube. Get the most out of your next ad campaign with custom ad optimization, performance improvement, and more. Contact us today to get started. 

3 Popular Media Consumption Habits of Millennials and Gen Z

3 Popular Media Consumption Habits of Millennials and Gen Z

The COVID-19 pandemic drastically changed peoples’ relationships with brands and media. With everyone in lockdown away from work and school, nearly every platform saw boosts in traffic, offering new insights on media consumption habits.

The media consumption habits of millennials (those born between 1981 and 1996) and Generation Z (those born between 1997 and 2021) should interest brands and agencies. What’s changed? What stayed the same? Come along with us as we explore some popular media trends.

1. Social Media Consumption Habits

There are more choices than ever for digital entertainment. While movies and TV remain a staple across the globe, younger generations are turning to alternative sources forentertainment.

Thanks to powerful algorithms, social media platforms have evolved to deliver more personalized content, feeding users a steady stream of videos, articles, and even shopping opportunities. 

In a recent Channel Factory survey, we determined that many millennials and Gen Zers access platforms like YouTube and Facebook/Meta to find more information about topics of interest. Others specifically turn to YouTube to boost their mood and relax.

Users often become brand ambassadors on social media. In that same survey, we found that 52% of users would share ads if they thought their friends or family would be interested in the product. We also learned that 50% of Generation Z would share ads if they thought the ads were creative and cool.

That said, context matters. Advertisers n must be conscious in targeting the right audience to avoid negative associations.Gen Z media consumption habits show a higher standard for brand suitability, and associate brands with the content they appear with—whether it be an article, TV show, or YouTube video— if the brand misaligns with the content, Gen Z consumers will be more likely to skip the ad. In other words, putting ads next to pimple-popping videos might damage your brand image.

2. The Rise of Gaming

Gen Z and millennial media consumption habits include a heavy dose of gaming. In 2020, the video game industry’s revenue grew to $57 billion—more than the movie and music industries combined. Tech companies have taken note, with Microsoft set to acquire publisher Activision Blizzard for $68.7 billion.

For younger generations, gaming is as much a valid entertainment form as movies, television, music, and social media. Deloitte’s digital media trend survey suggests that both millennials and Generation Z spend an average of 11 hours per week playing video games. The survey also suggests that 26% of Gen Zers would rather invest their time playing games than consuming other media.

Deloitte found that games are appealing because they’re easily accessible thanks to smartphones, game consoles, and PCs. They also offer social experiences for players to interact with friends and other users.

3. Subscription Churn

As more studios and tech companies launch their own streaming services, people continue to grow frustrated by content fragmentation. Millennials and Generation Z have little patience for sifting through multiple platforms to find their favorite content. 

Consequently, users are more likely to add and cancel subscriptions based on content availability. In their 2022 digital media trends survey, Deloitte found that on average, 33% of people added and canceled at least one streaming subscription. But when you specifically look at millennials and Gen Z, the average is higher—between 46-49%.

Cost is another factor for subscription churning, and younger generations are particularly sensitive to rising prices. That said, they’re far more willing than older generations to come back to a service after canceling. Platforms can win users back by offering discounted or free ad-supported subscription plans.

Understanding Leads to Greater Rewards

Brands that take time to understand the media consumption habits of millennials and Gen Zers will experience significant growth. When positioned correctly, brands can improve their perception among younger audiences and develop strong brand loyalty.

Refer to Channel Factory’s newest research, The Social Effect, for more on consumer shopping habits in 2022. Contact Channel Factory today and learn how you can target the right audience and leverage your brand.