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Academy Level 3-Section 2

How to Connect YouTube to Your On-Site Campaigns

If you’re building a brand and promoting your products online, chances are you’re investing in videos that entertain, inform, and engage your potential customers and posting them on YouTube. The platform is so popular that it’s even given birth to a whole generation of YouTube celebrities like Jenna Marbles, Dude Perfect, Dan TDM and Fine Bros.

YouTube’s popularity makes it an amazing place to be found by new people interested in what you do or sell. Every day people of all ages seek out videos on their desktop and mobile devices that you can reach to grow your total audience. In fact, here are a few statistics that show exactly how big a deal the platform really is:

  • 1,300,000,000 people currently use YouTube

  • YouTube gets over 30 million visitors and almost 5 billion video views per day

  • 300 hours of video are uploaded to YouTube every minute

  • In an average month, 8 out of 10 18-49 year-olds watch YouTube

  • YouTube overall—and even YouTube on mobile alone—reaches more 18-34 and 18-49 year-olds than any cable network in the U.S.

  • The number of hours people spend watching videos on YouTube is up 60% year-over-year

Going From YouTube Fans to Customers

As great as your following can be, at some point, you’ll want to push your YouTube fans to your website to get them on your email list and buying from your online store. 

But what’s the best way to greet them when they get there?  After all, these are people you already have a relationship with, not some random visitor to your website!

Using highly targeted pop ups makes it easy to welcome your YouTube fans to your store and increase the likelihood that they’ll make a purchase. That way they feel the love and have a consistent experience across the different platforms. Here are a few tips to get you started:

Target Visitors from YouTube Specifically

Using audience targeting, you can make sure that your focused pop up is only seen by folks coming right from YouTube. That way in your YouTube videos and links, you can still send people to your home page instead of some complicated URL.

To do this in Privy, just go into the audience targeting section in the Design step of building your campaign. Choose “referring URL contains” and type in YouTube. You’ll also want your campaign to launch as soon as someone arrives on your site so they are instantly engaged.

Create a Special Offer

Now that you’ve turned your fans to website visitors, you’ll want to give them a reason to buy. Creating a special discount or offer just for YouTube fans and including it in your sign up form gives people a reason to enter their information, which you can use in the future to promote new products, awesome videos, and special promotions. Go a step further by including the word YOUTUBE in your discount code so they know it’s just for them.

Make a Special Welcome Video

Your YouTube fans obviously like your videos. So keep 'em coming! Create a simple 30-second video message that welcomes them to your website and tells them about the exclusive offer they should sign up for and embed it in your welcome pop up. Make it direct and personal and thank your fans for coming to your store or website.

Make Some Cine-Magic

There you have it. Now you’ve given people a reason to visit your store from YouTube and targeted a message just for them. And if you’re investing in other social channels, you can follow the same process to create Instagram or Facebook centric welcome campaigns!

Next, we'll take a look at some of the tactical ways you can tie your campaigns across different channels together.

Academy Level 3-Section 2

Why You Should be Paying Attention to Instagram

Adding a new marketing channel as a small business can feel pretty daunting. Thinking of what to post, remembering to post it, and seeing if it’s actually working are all big challenges. But if you’re selling things online, Instagram provides an opportunity with exploring for a few reasons:

  1. There are now much more than 600 million users on the platform and that number continues to grow every day.

  2. It’s highly visual, which means it’s a great place to show your products in action. And the native tools for filters can help make your photos even better.

  3. You don’t need to create a lot of additional content to be successful. While Facebook and Twitter also have huge audiences, they require a much bigger commitment to writing shareable articles, blog posts, and that can take more time than you have to offer.

  4. It’s becoming a very business-friendly platform (more on this in a minute).

  5. Engagement is high for brands, about 10 times higher than on Facebook.

All of that means investing in driving engagement with Instagram is probably time worth spending. But the clincher is point #4. Instagram is investing in becoming very business-friendly and users are not rejecting it.

In the past, some businesses have been slow to get on board because you can't actually include clickable links in an Instagram post. People have relied on constantly changing the main link in their bio to align with whatever they are posting about. This is fine if you have a big social media team. But for the rest of us, it’s been an obstacle that has made Instagram a “when I remember to do it” marketing channel.  

The Evolution of Instagram Ads

The good news is that this has changed now for paid advertisers. You can now include links to your website, or even better, specific product pages on your website within your ad call-to-action to help drive traffic directly.

The best part? Even if you have not yet built up your Instagram audience organically, you can use the same types of audience targeting that exist in Facebook ads to promote your products to people who are likely to be in the market.

  • Gender

  • Age

  • Location

  • Interests

  • More

For example, imagine you sell highly fashionable golf apparel online. You could easily target your Instagram ads at men and women between the ages of 18-30 in the United States who have expressed interest in golf on Facebook or Instagram.

Pretty awesome, right? There are a lot of options for campaign goals (choose “Conversion”) and ad types that you can dive into when you’re ready but we suggest getting started with something basic today. For a full overview of Instagram Ad products, you can go right to the source here.

Next, we'll walk through our top tips for powerful Instagram Ads that will get you started in no time.

Want to try our free Instagram Ad Tool? Click here to let us know.

Academy Level 3-Section 2

Nine Tips for Powerful Instagram Ads | Privy.com

If you’re ready to try Instagram ads for yourself, here are nine things to consider to help you make the most of your marketing dollars.

1. Keep Your Images Clean

If you’ve ever advertised on Facebook, then you know the 20% text rule. If you haven’t, it basically means that they will reject your ad or significantly reduce the reach if you have text on more than 20% of your image. On Instagram, this is even more of a no-no.

People love Instagram precisely because it is a visual social platform. Essentially, your ads shouldn’t look like ads. They should feature your products in a compelling way—that means not covered with text. They should also be 1080 x 1080 so they fill the space accordingly.

2. Use Your Most Beautiful Images (and Lots of Them)

You’ve probably invested money in taking product images for your store. You can (and absolutely should) re-purpose those on Instagram. Make sure they are truly beautiful. And if they aren’t, find a free editing tool to touch them up.

This is a great opportunity to show your products in a bunch of different ways by using carousel ads that feature multiple images of your products in the real world. Forget the shots of your products with a white background—that’s for a catalog, not for an Instagram ad.

3. Ditch the Branding on Your Images

To continue on this theme, don’t throw your branding on top of your product image. Your ad will be seen next to your Instagram icon and handle, which will speak for itself.

4. Choose Your Text Wisely

You only get 300 characters for your ad caption, so make the most of them. Tell people what’s awesome about your products. Include any special offers. Make sure to have a clear call to action. And if you’re funny, Instagram is a great place to get your brand’s humor across.

Just don’t try too hard or do something that feels off-brand compared to the rest of your online presence. 

5. Forget Hashtags

While hashtags can improve your reach with organic posts, ads won’t show up in hashtag search results. If you have extra space in your text, you could use them to point people to other related products and posts, but we'd recommend skipping it.

6. Don't Forget Video

Instagram is an awesome place to post short videos that show off your products, offer some how-to tips, or showcase related entertaining clips.

The quality doesn’t need to be perfect, but make sure it formats correctly with no black space on either side, has at least 72px minimum resolution, and is between three and 30 seconds long.

7. Turn Off the Sound

Don’t forget that Instagram is a mobile experience for consumers. While people love videos, they often have the sound off on their mobile device to not bother their neighbors (or tip off that they are watching videos instead of doing something else).

Instead, add closed captions to your video or text breaks so your target audience can get your message without needing to turn on the sound.

8. Ease Into Your Budget

When you're just getting started, you’ll want to get a feel for what people respond to and what they don’t. Start by spending a few dollars a day to learn before you diving in with your entire budget. 

9. Support Ads With Other Posts

While it's easy to invest only in ads on Instagram that you can pay to get in front of people, don't forget to post on your own content as well. The more you post, the more you will be seen as a real "social" brand that people want to connect with.  Want more? We wrote 10 Instagram Ad Tips for eCommerce.

And you have a lot more flexibility in what you can post. Try "behind the scenes" images that feature your employees or quotes by people you admire. (And use those hashtags here to expand your reach.)

Bonus tip: Match Ads To Onsite Experience

If you’re spending money driving traffic to your website or online store with Instagram ads, there is a good chance you have a very targeted message. To get the best return on your ad spend, consider matching your advertising message to the message a visitor sees when they land on your website.

One way to do this is via onsite popups that are triggered to appear according to unique UTM tags placed on your social ad links.Try it with privy (It's Free)

In the example below, The Bruce Lee Store store uses an onsite popup to acknowledge that their visitors are coming from Instagram by using the social platform's colors and branding. They are also greeted with the same messaging and offer that was promised in the initial ad, giving the shopper a positive and cohesive experience. 

bruce lee instagram

There's so many social channels out there. Next up, we'll discuss connecting your YouTube presence to your on-site campaigns.


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