YouTube Advertising Tips For Your Cosmetics And Skincare Brand
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Published on: 26 August 2022
Last Updated on: 27 August 2022
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Engaging, informative, and creatively versatile, YouTube is one of the most powerful marketing channels out there. With over 2 billion monthly active users spread across 100+ countries and in 80 different languages, the platform offers enormous reach, one that places it as the second-largest search engine behind Google. Best of all, not only do videos rank well in Google, but they often have rich snippets that help attract more clicks.
If your cosmetics and skincare brand has a presence on YouTube, chances are you’re already familiar with the incredible brand exposure opportunities that YouTube provides, and you’re all too eager to optimize your channel for more views and better rankings. Whether you’re doing everything in-house or partnering with a skincare digital marketing agency to help with the logistics, here are a few YouTube Advertising tips you can use to reach more customers and drive more qualified leads to your website.
1. Choose The Right YouTube Ad Format
One of the most important but somewhat overwhelming aspects of YouTube advertising is that there are so many different ad formats to choose from. Whether it’s bumper ads and sponsored cards or deciding between using skippable versus non-skippable ads, the question of where to start is a valid one. After all, they all have their uses in the long run. Thankfully, each ad format can be attributed to a specific advertising goal, making the choice a bit easier.
For instance, if your goal with YouTube Advertising is to raise brand awareness with an engaging video ad, you might try a short, non-skippable bumper ad. Alternatively, if you’re looking to drive more targeted and qualified leads to your beauty and skincare website, it might make more sense to try discovery ads or create a video action campaign. Experiment with different ad formats and compare their performance. Pairing up with a cosmetics digital marketing agency can alleviate much of the stress of combing over advertisement specifics, as you’d be paying for a team of experts to handle that work for you.
2. Make Use Of YouTube Targeting Options
Similar to advertising on Facebook or Google, it’s essential to pay close attention to the type of audience that’s consuming your messages. With so many millions of YouTube viewers out there, there’s little reason to waste money advertising to people who aren’t interested in the types of products and services you provide.
Thankfully, YouTube provides some excellent flexibility and control over who sees your ads.
Demographic targeting can help you choose the age, gender, interests, and habits of the audience you wish to target. If your cosmetics line is geared towards a younger generation, you can tailor your ads accordingly. Conversely, if you’re marketing a high-end skincare line or even a skincare line dedicated to women who are in their 40s-60s, YouTube makes that equally possible. From there, you can layer on affinity audiences, letting you target people based on specific interests. Those with an interest in nourishing full skincare routines can be engaged quickly, just as those who might be looking for something more interest-related, such as skincare products for athletes, can find what they’re looking for.
3. Keep Your Ads Between 15 And 60 Seconds
As both an entertainment and intent platform, most people find themselves on YouTube looking for specific content. Maybe they’re looking for an honest review of a product before purchasing. Maybe they’re looking for instructions on a new DIY project at home. If they found your ad or your channel by searching for cosmetics and skincare, they might be looking for how-to guides on new makeup routines or hunting for more information on all-natural, organic alternatives. Whatever the case may be, they’ll probably have to watch an ad before they get to their video.
While there’s no one-size-fits-all approach to running YouTube ads, there are certain methods that tend to offer more promising results. For example, recent video advertising studies have shown that 30-second ad cuts had the highest view-through rate. Given that this is such an important metric for video marketing performance, it’s best to follow the numbers.
4. Show Your Products And Brand In Action
No matter where your brand lies in terms of popularity or relative newness to the market, your advertising should clearly show prospective customers what your brand can offer and how they can use your products. This means showcasing your brand in real-life situations, especially if you’re targeting an audience who’s only beginning to learn about cosmetics and skincare for the first time.
If you’re marketing to girls or young women, you might try an ad showing your products being used in a makeup tutorial from parent to child, sibling to sibling, or friend to friend. Engaging popular influencers to create video ads is another popular strategy. Don’t be afraid to get creative with your approach. YouTube offers an incredible amount of versatility as a direct-response channel, and there’s a lot of wiggle room when it comes to highlighting your most popular products. The trick is to find a system that works for you and your ads, with a tone that appeals to your audience and ads in the right format for your campaign goals.
5. Partner With A Cosmetics Marketing Agency
At the end of the day, creating effective and compelling YouTube advertising for your cosmetics and skincare brand doesn’t have to be intimidating. With the right digital marketing strategy in place, you can connect with YouTube users across the globe, growing your business and offering customers a detailed look at how your products and services can improve their day-to-day lives.
That being said, should you find yourself in need of some extra help with your campaigns, it’s best to partner with an experienced cosmetics marketing agency, one that understands the competitive nature of cosmetics and skincare marketing and will have the right tools and YouTube ads experience for brands like yours.
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