L O A D I N G

Tiempo antes de la pandemia, los marketers ya conocían el poder que el video representa en el embudo de compra. Pero, en un escenario donde coexisten múltiples plataformas de transmisión online, además de la TV tradicional, la nueva pregunta que deben hacerse los especialistas a la hora de optimizar el presupuesto disponible para sus campañas de video: ¿por qué tengo que estar en YouTube?

Aquí 3 razones para descubrir su potencial en tu estrategia de marketing:

1. Masivamente personal

El video es una parte integral de la vida de las personas, y YouTube, la plataforma favorita de los usuarios de video offline y online para ver lo que les interesa y apasiona. De hecho, el 86% de los usuarios de contenidos de video en Hispanoamérica afirma que han incrementado su consumo de YouTube desde la pandemia. ¿Qué la hace tan magnética? Según un estudio reciente realizado por YouTube y Talk Shoppe, la diversidad de contenidos y de creadores que reúne permite que cada usuario acuda a ella con un objetivo distinto –algunos para aprender, otros para informarse o entretenerse– y siempre encuentre lo que busca. Esto se traduce en que el 69% de los usuarios de YouTube en Latinoamérica valoran que la plataforma les ofrece contenido que resulta personalmente relevante.

86% de los usuarios de contenidos de video afirma haber incrementado su consumo de YouTube desde la pandemia.

2. Estar donde están las audiencias

YouTube se ha transformado en el canal favorito que les permite a las marcas estar cerca de los usuarios en momentos de relevancia, lo que construye vínculos sólidos y de largo plazo: desde la construcción del awareness hasta la obtención de resultados de negocio. Y, aquí, un dato clave a la hora de diseñar tu estrategia: patrocinar videos de otros creadores también tiene ventajas. El 37% de los usuarios hispanoamericanos de YouTube declaran que el contenido patrocinado por marcas hace más probable que compren esa marca.

Entonces, si tus potenciales clientes están en YouTube, ¿cómo puedes asegurarte de llegar a ellos? Gracias a las estrategias personalizables de YouTube podrás determinar cuáles son tus clientes ideales, obtener ayuda para lograr la combinación publicitaria más adecuada e ir haciendo ajustes sobre la marcha. De este modo, aventurarte en este canal digital lleva consigo un bajo riesgo.

3. De la investigación a la acción

Ahora bien, si los usuarios recurren a YouTube para investigar antes de decidir una compra, ¿cuál es el verdadero impacto en el negocio? Más allá de beneficiar la construcción y recordación de marca, el video puede ser un poderoso impulsor de rendimiento. Por ejemplo, en México y en Colombia, 7 de cada 10 usuarios de YouTube declararon haber comprado algo después de ver contenido patrocinado o de marca en un video de YouTube. Y, para respaldar estas alentadoras cifras, confiamos a Nielsen la realización de un meta análisis de Marketing Mix Model (MMM), un método probado que utilizan las marcas líderes para medir el impacto de sus estrategias de marketing en los diferentes canales y, así, orientar las decisiones presupuestarias. Los resultados confirmaron que, en promedio, la efectividad de YouTube fue 2.6 veces mayor que la efectividad de la TV en aquellos MMM de marcas de bienes de consumo empaquetados que midieron YouTube, otros medios digitales y TV en 2016-2018.

Si buscas maximizar el impacto de tus campañas y optimizar el presupuesto asignado, el secreto radica en estar presente en la plataforma correcta.
Puedes mandarnos un correo a info@lasextadecima.com si te interesa profundizar en el tema.

Fuente: Think with Google

102 comments on “3 razones por las cuales tu marca tiene que estar en YouTube

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