When YouTube launched in 2005, it was primarily a place to watch quirky content, usually while crowded around the family PC with your friends. Early videos like “Charlie the Unicorn” and “Shoes” weren’t exactly arthouse cinema — quite the opposite, in fact. But they racked up millions of views with their absurd storylines and humor.
Since then, YouTube’s popularity has exploded. In 2024, users streamed over one billion hours of YouTube content on their TVs per day — and that’s not even counting mobile and PC views. With such a massive reach, it’s no surprise that 66% of businesses are investing more in YouTube marketing.
A YouTube campaign uses paid ads or organic videos to connect with your audience. This channel gives you an incredible amount of creative freedom to express your brand voice. It can also be surprisingly affordable. For example, Three Dogs Bakery uses cute pet videos to promote its products, no pricey CGI or fancy equipment needed.
This guide breaks down everything you need to launch a YouTube marketing campaign, from setting goals to sharing your content.
Different types of YouTube campaigns
Early YouTube users could only upload simple videos that were under ten minutes, which is why famous series like “Potter Puppet Pals” were released in short segments. But those limitations are long gone. Now, verified accounts can upload up to 12 hours of video (or 256 GB) at once and experiment with different kinds of campaigns.
Here are four ways you can use YouTube to spread the word about your brand:
YouTube advertising campaigns
You’ve probably encountered plenty of paid ads while browsing YouTube. These short videos typically appear before the main content or in the middle of longer videos. YouTube targets these ads based on the user’s browsing behavior and other data.
Content marketing campaigns
Organic videos let you share meaningful, helpful, or just plain fun content with your audience. For instance, Ace Hardware posts how-to guides for lawncare, painting, and more. This kind of content helps you present your brand as a trustworthy authority, not just another sales-obsessed business.
Influencer partnership campaigns
YouTube is home to thousands upon thousands of influencers with dedicated followings. These internet stars are often eager to collaborate with brands for a short- or long-form video. For example, they could film themselves unboxing your products, which is always a crowd-pleaser. Or, they could host a giveaway for their followers after reviewing your product.
Community building campaigns
Get to know your audience by responding to their comments and messages. And don’t forget to curate content from other creators you admire!
Why your business should consider YouTube campaigns
It’s no secret that YouTube has a huge audience. And it’s not just Gen Z consuming this content. Nielsen found that YouTube viewing has increased by 53% across all demographics since 2023. Incredibly, the number of users aged 65 and over has almost doubled.
Here are a few more benefits of YouTube marketing for small businesses:
- Increased accessibility: Unlike email, YouTube isn’t limited to your subscribers. Anyone can come across your videos at any time.
- More brand awareness: Even the simplest videos can help new leads discover your brand. And while they might not buy something right away, they could remember your business later or recommend it to a friend.
- Improved search optimization: Google often spotlights relevant YouTube videos in search results. With the right keywords, your content could get featured.
- Ability to create industry-specific content: Appeal to users in your niche with videos about new trends, common challenges, or advice.
Setting goals for your YouTube campaign
Planning YouTube videos is fun, but set down that script for a second. Before you hit record, you need to establish clear goals for your campaign. Otherwise, your content might seem random or not get the desired results.
Setting SMART goals
Of course, you want your goals to be smart, as in intelligent. But they should also follow the SMART framework:
- Specific
- Measurable
- Attainable
- Relevant
- Time sensitive
SMART goals are ambitious, but never out of reach. They help you cut out the noise and focus so you can make real progress with your campaigns.
Common YouTube campaign goals
Drawing on the SMART framework, here are a few potential goals:
- Boost brand awareness by 20% in three months
- Earn $10,000 in sales this quarter
- Educate 200 customers about safety practices
- Generate 20 qualified leads with three videos
Check out your competitors’ accounts to gauge what’s possible. For example, if similar brands only have a few thousand followers, don’t assume that you can magically get 30,000 in six months — that’s a fast track to frustration.
How to align YouTube goals with your overall marketing strategy
It’s easy to get caught up in the nitty-gritty of filming and editing videos. But don’t forget about the big picture! If a video won’t help you achieve your goals, it doesn’t belong in your campaign, no matter how cool or exciting it is.
Stay focused by matching all your YouTube goals to larger objectives. Say, for instance, you want to double conversions in a year. Creating YouTube Shorts with snappy calls to action (CTAs) could help you gain those coveted clicks.
8 steps to creating a successful YouTube campaign
Video advertising might seem complicated, especially if you’ve never even uploaded a YouTube video before. But you don’t need to enroll in film school to get started. Just follow these simple tips.
Step 1: Define your target audience
Your ideal YouTube followers probably have a lot in common with your existing customers, but they might not be exactly the same.
Get a clearer understanding of your YouTube audience by sketching out user personas. These characters should be based on real data you’ve collected about your audience, such as their viewing habits and demographics. You can use tools like YouTube Studio and Quintly to start gathering this info.
Step 2: Plan your content strategy
Every brand needs a unique angle. Otherwise, even high-quality videos can get lost in the sea of content. Consider how you can show off your brand voice or tap into your audience’s interests. For instance, Pop-Tarts’ “Gingerbread Lodge” ad satirizes HGTV shows with phrases like “en-suite? More like on-sweet!”
Once you’ve nailed down your overall approach, research high-performing content styles. Some audiences might love educational webinars, while others flock to behind-the-scenes videos. Use your findings to brainstorm ideas and map out a content calendar. Be sure to include more value-based content than promotional videos to avoid seeming too sales-y.
Step 3: Set up your YouTube channel
Small businesses can create Brand Accounts on YouTube with a few clicks. Follow these best practices to optimize your channel:
- Design custom thumbnails for every video instead of settling for blurry, auto-generated snapshots
- Create channel art with your business’s logo and color palette
- Link to your website in your bio to help viewers find your products
Step 4: Create high-quality video content
You don’t need to become the next Christopher Nolan to succeed on YouTube, but your videos should at least look good. Invest in a decent smartphone, a smartphone tripod, microphones, and some basic lighting. This affordable equipment can make a big difference in your production quality.
Experiment with different video lengths and formats, too. For example, you might try a few short customer testimonials and medium-length interviews with your founder. Authentic videos like these can be incredibly engaging without breaking the bank.
Step 5: Optimize videos for search and engagement
Like its parent company, Google, YouTube uses complex algorithms to rank content in search results. That means the same search engine optimization (SEO) principles you use for your website apply here, too.
Here are a few ways to make your content more visible:
- Incorporate relevant keywords in your bio, video titles, and descriptions
- Use tags to help viewers find your content
- Add more context with cards and end screens
- Motivate your audience with explicit CTAs throughout your videos
Step 6: Set up your YouTube advertising
While you can build an entire campaign with organic content, many businesses also invest in YouTube ads. These come in several formats, including 6-second bumper ads and skippable in-stream ones.
Designing a paid ad campaign involves several steps, including picking a target audience and setting a budget. Thoroughly research bidding strategies — such as “target cost per action” or “maximize conversions” — and choose one that fits your goals.
Step 7: Promote your YouTube content across marketing channels
Don’t leave your lovingly crafted videos gathering dust on your channel. Promote your content by:
- Adding videos to your e-newsletters
- Featuring excerpts on other social media channels
- Embedding them in your website’s home page or relevant blog posts
Step 8: Measure, analyze, and optimize
While watching your views grow is thrilling, it doesn’t always paint an accurate picture of your performance. Use YouTube’s built-in analytics tools to track key metrics like these:
- Average watch time
- Impressions
- Remixes
- Traffic source
- Viewer demographics
Don’t expect every video to be an overnight hit. Keep tweaking your content as you gather more data, and your performance will improve over time.
YouTube campaign budget considerations
Costs can vary drastically for YouTube advertising, but may include:
- Equipment and props
- Influencer collabs
- Paid ads
- Video editing tools
For businesses on a tight budget, there are plenty of ways to cut costs. Look for free editing software, and stick to inexpensive content types, such as interviews and product demos.
Common YouTube campaign mistakes to avoid
Creating excellent video content takes a lot of trial and error. Speed up the learning process by steering clear of these mistakes:
- Posting sporadically
- Uploading videos with blurry images or static-y audio
- Not engaging with your community
- Focusing too much on promoting your brand
Integrating YouTube campaigns with other marketing efforts
Your YouTube campaign strategy should be part of a larger integrated marketing plan, not the whole show. Consider repurposing excerpts from your videos for social media or using the transcripts to write blog posts. That way, your content isn’t a one-hit wonder.
Plus, you can grow your YouTube audience by inviting email subscribers and social media followers to subscribe to your channel.
Start building your YouTube audience
People often view YouTube as pure entertainment, but it can also be a highly effective marketing tool. Over time, it can raise brand awareness and help you bond with your audience.
Channel your inner director with a simple YouTube campaign — say, one low-budget (but still high-quality!) video per week. Need a little inspiration? Check out our webinar, “Crafting the Right Content Mix,” to get started.
