The accelerated growth of video marketing on digital platforms has only gained momentum over recent years. Most social media platforms have integrated video into their advertising assets and optimization capabilities, but the “OG” of video continues to run the gamut when it comes to affordability and reach for large brands and smaller organizations alike. Thanks to increased efforts to drive storytelling-focused content, nonprofits have the opportunity to use YouTube pre-roll ads to tap into vast exposure for telling their story and reaching people on a connective level.
You probably experienced a pre-roll ad the last time you watched a video on YouTube. Once you click “Play,” there’s suddenly a commercial that you have to watch for five seconds before you’re given the option to hit “Skip Ad.” While some call it in-stream advertising, most other people call it pre-roll. When done poorly, this style ad can be annoying, or even dismissive, for the audience, but when executed properly, the placement is a great way to catch those initial viewing seconds.
A successful pre-roll ad is typically between 15-30 seconds long and doesn’t scream, “This is a commercial!” Creating the perfectly concise, relatable, and engaging 15 seconds is no easy task, but the challenge is worth the effort considering the low ad cost. Typically, an ad view runs between $0.05 and $0.10, which is considerably less than other platforms, especially since some keywords on the Search Network can run you $50 per click. When creating your short video ad, also consider the first 5 seconds since that’s the window of time that the viewer is required to watch it. Those first few moments should hook the viewer and encourage them to either watch the rest of the video or ideally, click through to turn into a conversion.
YouTube offers a wide variety of targeting options that are useful when running a campaign for nonprofit organizations. Demographics and interests are the most common targeting criteria that digital advertising taps into for accurate distribution. For nonprofits, interests are helpful to hone in on an audience that is directly impacted and responsive to your organization’s mission. In addition to demographics and interest, the platform allows video and website remarketing, plus custom audience matches. This allows for the opportunity to target a database list of email addresses or show your ad to people who have engaged with your website.
Social media advertising is very welcoming to nonprofit organizations as it provides an incubator for storytelling and human connection. YouTube embraces that power and encourages nonprofits to use the platform to leverage their mission through their Nonprofit Program. Access to powerful tools that help spread your message and learn from other social innovators is granted to those who participate in the program as an impact creator.
For many people around the globe, YouTube has become their primary vice for all viewing needs. The platform embraces and empowers nonprofit organizations with a strong network of impact creators and a conscious effort to keep the ad cost within an affordable margin. The opportunity to use YouTube as your organization’s megaphone is waiting for you!
If you would like help with your YouTube ad strategy or marketing for your nonprofit organization, feel free to contact us. We offer a variety of services like social media marketing, digital marketing & analytics, marketing & brand strategy, and more to small and large companies.