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  • April 28, 2024 – Advertise

    April 28, 2024 – Advertise

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    The process of creating advertising is not as easy as it might look to the outside world. Creative ads are those which still get noticed despite challenges like vague briefs, whimsical approval system and such like. My weekly compilation of creative ads is a small tribute to agencies & brand teams. This week, views on current advertising trends and a collection of creative ads.

    The moment marketing bug

    The moment marketing trend is driven by FOMO, some inexplicable need to associate a brand (often in a tenuous manner) to a news event or cause in the hope that it will generate buzz in favour of the brand – building affinity or helping it gain stature.

    In that context, caught up on the reaction to the ‘Bombae’ ad, apparently in support of UP Board topper Prachi Nigam who got trolled for her looks. One of those ‘this ad is not about our brand‘ but is exactly that. How often to tell brands that not everything that’s happening in this world – is an opportunity for them to advertise?

    ‘We hope you never get bullied into using our razor‘. Pretty convoluted way of promoting the brand in the guise of not promoting the brand, but batting for a cause. This will sound harsh to the copywriter who came up with the line (BTW, this was ‘approved’?) but this is not good brand thinking or writing. Maybe a lot of those who entered advertising in the recent years (last 5-7 years?) have only been exposed to ‘digital’ advertising (images & ideas for social media posts mainly, and the occasional web film or TV script) and not to the classic print or TV work from say 1990-2000s?

    Industry gurus also repeat stuff like ‘more than ever before consumers seek deep meaningful relationships with the brands they use‘ (really? I just want a product to work as advertised and if it makes me happy or proud using it, that’s a bonus) which leads to warped thinking on faux brand purpose and some random ‘social cause’ leading brand thinking. The rationale seems to be ‘let’s build affinity with the youth by associating our brand with a social cause‘. Yes, maybe the youngsters view brands which ‘do good’ in favourable light but they can see through fakery too or just lip service. And in such a scenario pegging everything on ‘you should prefer my brand because it believes in <insert cause of the day>’ will not make product anchored, benefit-driven advertising as the first, preferred approach. Sadly many business leaders and startup founders think that this is the way to go.

    VOOM Nutrition: power of plants

    It’s good fun when there’s a delicious twist in the tale – be it in a movie or an ad. A new ad for plant based food brand dramatises the impact of a mere plant in our lives. Great build and a hilarious climax.

    Agency: McCann Bristol

    Dutchie Yogurt: gut health

    A majority of ads everywhere are beyond mediocre. They are just ignored – a fate worse than being disliked. Maybe that’s the case with advertising in Thailand too. But going by what bubbles up as latest advertising on social media from there, they seem to have a far better strike rate at crafting compelling advertising. Unlike India, where an idea has to cut across several language and cultural differences, Thailand has the advantage of a single language across the country. A common thread in their advertising seems to be humour – and that too, over-the-top, zany humour. Also, ads poke fun at the tactics of advertising itself and hence have a self-deprecating tone. It’s a clever ploy to solve the branding issue – as we see in this hilarious ad for Dutchie Yogurt – where a character holding the pack is randomly inserted across situations.

    Agency: Ogilvy. See English subtitles here.

    Persil: Guess who won

    When I saw this new campaign from Persil (sold as Surf in India) I was reminded of two things: consistency of a brand property and the right use of exaggeration in advertising. It is said that advertising is ‘suspension of disbelief’ for a few seconds. No one takes it seriously if an ad shows a protagonist securing a job after using a shampoo. The second aspect is about consistently pursuing and taking forward a brand idea.

    The ‘dirt is good’ platform has the ability to shock you into paying attention (coming from a detergent brand) but also makes the reader ‘connect the dots’. I don’t one should take the scenarios portrayed below literally. Cricket fans would know that the representation is no guarantee of victory but it does drive forward the original message of encouraging us all to not let worry of soiling clothes prevent us from outdoor activity. As an aside – don’t you think such campaigns work because of the platform already set by the previous efforts?

    Agency: LOLA MullenLowe

    Coca-Cola: recycled logo – green washing?

    Is this creative thinking? Yes. One could say its bold. Who would maim their own logo (the only element in the ad) to risk not being recognised as to who the advertiser is? But Coca-Cola is among the rare brands who have distinct brand assets which are recognisable globally – even when as subtle as simply showing the outline of the bottle shape. A new campaign from the brand has put up billboards which show their logo crushed. The intent is to urge people to recycle the Coca-Cola cans. While being environment friendly and sustainability are critical issues which need extensive work, will just one billboard trigger a behavioural change in large numbers? Clearly, no. Also, a do-good message from a brand which contributes to a unhealthy lifestyle is a bit much. But that’s the magic of cola marketing – create endearing little campaigns which make the brand attractive – brighten the halo around it.

    Agency: WPP Open X

    MakeMyTrip: international trips

    I liked both the strategy and the creative expression for this new ad campaign for a travel aggregator, MakeMyTrip. In a cluttered market where real product or service differentiation is hard to come by chances of a brand getting into the consideration set are higher by resonating with a consumer need. In that context it is smart to slice the market and consider ‘first time international travellers’ and convey that the brand understands them. In India, there is a significant group who are considering (and can afford) an international trip but will have anxiety over travel arrangements, food and sight seeing. The ad doesn’t answer how the brand is uniquely placed to address those concerns as it lists some generic features but the build up is good fun.

    Streeteasy: odyssey

    Finding a real-estate property you like – either for rent or purchase can be an adventure, an epic saga. In a big city like New York it can be even more challenging. A new campaign for Streeteasy literally depicts it as an odyssey – remnant of art forms.

    Old world meets new world in the brand’s 2024 campaign, “Let The Journey Begin,” mixing Renaissance flair and classical art with the modernity of life in the city to reach would-be buyers no matter where they are in their journey

    Source

    Agency: Mother

    Mother Dairy: mother’s love

    It’s actually quite refreshing to see a feel-good ad which steers clear from a lofty brand purpose, ’cause advertising’ or solving a problem for millions of Indians. The brand name helps to claim ‘motherly love’ depicted by small acts of care which bring a smile.

    Agency: Ogilvy

    Heinz: helping reduce food waste

    Adding ketchup to unlikely food combinations – not just fries, is a thing. A heritage brand like Heinz can then lay claim to ‘helping reduce food waste since 1869’ since many avoid wasting food by finishing the last bits off with some Heinz ketchup.

    Agency: Fitzroy Amsterdam

    Times: Power of Print

    In association with the Election Commission of India, Times Power of Print – an initiative by Times of India to celebrate creativity in print mounted a contest for a voter awareness initiative. A team from Havas won the contest by creating a page – not just ad, printed in purple (instead of the usual pink) to ‘remind people of unused ink’.

    Agency: Havas

    Burger King: You’ll always be King

    Here’s a clever tactical idea anchored on the brand name. Sibling jealousy is common especially when the attention shifts from a elder child to a newborn. An Easter promo in UK capitalises on it through a TVC and outdoor.

    Which one was your favourite? Do comment in.

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  • Uncommonly Lovely Invented Words for What We Feel but Cannot Name – The Marginalian – Fromer Media Group – Media

    Uncommonly Lovely Invented Words for What We Feel but Cannot Name – The Marginalian – Fromer Media Group – Media

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    The Dictionary of Obscure Sorrows: Uncommonly Lovely Invented Words for What We Feel but Cannot Name

    “Words are events, they do things, change things. They transform both speaker and hearer; they feed energy back and forth and amplify it. They feed understanding or emotion back and forth and amplify it,” Ursula K. Le Guin wrote in her exquisite manifesto for the magic of real human conversation. Each word is a portable cathedral in which we clarify and sanctify our experience, a reliquary and a laboratory, holding the history of our search for meaning and the pliancy of the possible future, of there being richer and deeper dimensions of experience than those we name in our surface impressions. In the roots of words we find a portal to the mycelial web of invisible connections undergirding our emotional lives — the way “sadness” shares a Latin root with “sated” and originally meant a fulness of experience, the way “holy” shares a Latin root with “whole” and has its Indo-European origins in the notion of the interleaving of all things.

    Because we know their power, we ask of words to hold what we cannot hold — the complexity of experience, the polyphony of voices inside us narrating that experience, the longing for clarity amid the confusion. There is, therefore, singular disorientation to those moments when they fail us — when these prefabricated containers of language turn out too small to contain emotions at once overwhelmingly expansive and acutely specific.

    Art by Marc Martin from We Are Starlings

    John Koenig offers a remedy for this lack in The Dictionary of Obscure Sorrows (public library) — a soulful invitation to “get to work redefining the world around us, until our language more closely matches the reality we experience.”

    The title, though beautiful, is misleading — the emotional states Koenig defines are not obscure but, despite their specificity, profoundly relatable and universal; they are not sorrows but emissaries of the bittersweet, with all its capacity for affirming the joy of being alive: maru mori (“the heartbreaking simplicity of ordinary things”), apolytus (“the moment you realize you are changing as a person, finally outgrowing your old problems like a reptile shedding its skin”), the wends (“the frustration that you’re not enjoying an experience as much as you should… as if your heart had been inadvertently demagnetized by a surge of expectations”), anoscetia (“the anxiety of not knowing ‘the real you’”), dès vu (“the awareness that this moment will become a memory”).

    Koenig composites his imaginative etymologies from a multitude of sources: names and places from folklore and pop culture, terms from chemistry and astronomy, the existing lexicon of languages living and dead, from Latin and Ancient Greek to Japanese and Māori. He writes:

    In language, all things are possible. Which means that no emotion is untranslatable. No sorrow is too obscure to define. We just have to do it.

    […]

    Despite what dictionaries would have us believe, this world is still mostly undefined.

    Art by Julie Paschkis from Pablo Neruda: Poet of the People

    There are various words addressing the maddening uncertainty of the two fundamental dimensions of human life: time and love.

    ÉNOUEMENT
    n. the bittersweetness of having arrived here in the future, finally learning the answers to how things turned out but being unable to tell your past self.

    French énouer, to pluck defective bits from a stretch of cloth + dénouement, the final part of a story, in which all the threads of the plot are drawn together and everything is explained. Pronounced “ey-noo-mahn.”

    QUERINOUS
    adj. longing for a sense of certainty in a relationship; wishing there were some way to know ahead of time whether this is the person you’re going to wake up next to for twenty thousand mornings in a row, instead of having to count them out one by one, quietly hoping your streak continues.

    Mandarin 确认 (quèrèn), confirmation. Twenty thousand days is roughly fifty-five years. Pronounced “kweh-ruh-nuhs.”

    There are words that reckon with the challenges of self-knowledge.

    AGNOSTHESIA
    n. the state of not knowing how you really feel about something, which forces you to sift through clues hidden in your own behavior, as if you were some other person — noticing a twist of acid in your voice, an obscene amount of effort you put into something trifling, or an inexplicable weight on your shoulders that makes it difficult to get out of bed.

    Ancient Greek ἄγνωστος (ágnōstos), not knowing + διάθεσις (diáthesis), condition, mood. Pronounced “ag-nos-thee-zhuh.”

    ZIELSCHMERZ
    n. the dread of finally pursuing a lifelong dream, which requires you to put your true abilities out there to be tested on the open savannah, no longer protected inside the terrarium of hopes and delusions that you started up in kindergarten and kept sealed as long as you could.

    German Ziel, goal + Schmerz, pain. Pronounced “zeel-shmerts.”

    Art by Paloma Valdivia for Pablo Neruda’s Book of Questions

    There are words that anchor us in both the smallness and the grandeur of existence, its fierce fragility, its devastating beauty; words tasked with holding the hardest truth — that we are children of chance, born of a billion bright improbabilities that prevailed over the infinitely greater odds of nonexistence, living with only marginal and mostly illusory control over the circumstances of our lives and other people’s choices, forever vulnerable to the accidents of a universe insentient to our hopes.

    GALAGOG
    n. the state of being simultaneously entranced and unsettled by the vastness of the cosmos, which makes your deepest concerns feel laughably quaint, yet vanishingly rare.

    From galaxy, a gravitationally bound system of millions of stars + agog, awestruck. Pronounced “gal-uh-gawg.”

    CRAXIS
    n. the unease of knowing how quickly your circumstances could change on you—that no matter how carefully you shape your life into what you want it to be, the whole thing could be overturned in an instant, with little more than a single word, a single step, a phone call out of the blue, and by the end of next week you might already be looking back on this morning as if it were a million years ago, a poignant last hurrah of normal life.

    Latin crāstinō diē, tomorrow + praxis, the process of turning theory into reality. Pronounced “krak-sis.”

    SUERZA
    n. a feeling of quiet amazement that you exist at all; a sense of gratitude that you were even born in the first place, that you somehow emerged alive and breathing despite all odds, having won an unbroken streak of reproductive lotteries that stretches all the way back to the beginning of life itself.

    Spanish suerte, luck + fuerza, force. Pronounced “soo-wair-zuh.”

    MAHPIOHANZIA
    n. the frustration of being unable to fly, unable to stretch out your arms and vault into the air, having finally shrugged off the burden of your own weight, which you’ve been carrying your entire life without a second thought.

    Lakota mahpiohanzi, “a shadow caused by a cloud.” Pronounced “mah-pee-oh-han-zee-uh.”

    Art by Monika Vaicenavičienė from What Is a River?

    Emerging from the various entries is a reminder, both haunting and comforting, that despite how singular our experience feels, we are all grappling with just about the same core concerns; that our time is short and precious; that all of our confusions are a single question, the best answer to which is love.

    Couple The Dictionary of Obscure Sorrows with Consolations — poet and philosopher David Whyte’s lovely meditations on the deeper meanings of everyday words — then revisit artist Ella Frances Sanders’s illustrated dictionary of untranslatable words from around the world and poet Mary Ruefle’s chromatic taxonomy of sadnesses.

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  • Why SEO Does Not Work for You & Your Website – SEO

    Why SEO Does Not Work for You & Your Website – SEO

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    So, you’re wondering why SEO does not work for you and your website, right?

    Haven’t you heard?! SEO is dead!

    Dead from all the bad jokes about it.

    Of course, SEO isn’t actually dead, but there are a few reasons why SEO might not be working for you and your site.

    Why SEO Does Not Work for You and Your Website

    Why SEO Does Not Work for You and Your Website

     

    We’ve gathered 14 top of mind reasons why your SEO might not be working for your website.

    Let’s go through them and see if something rings a bell.

     

    1. You don’t stick to the basics
    2. You don’t really understand what SEO is
    3. SEO just doesn’t fit your business/idea
    4. Your expectations are too high
    5. You’re not patient enough
    6. Your budget is too small
    7. You’re not focusing on mobile
    8. You don’t analyze and you underestimate your competition
    9. You’ve skipped keyword research
    10. You’re not prioritizing the right things
    11. You’re ignoring structure, click depth & internal linking
    12. You’re ignoring backlinks
    13. You don’t understand your audience
    14. You’ve externalized to the wrong SEO agency
    15. You’re not monitoring your results

     

     

    1. You don’t stick to the basics

     

    When people say SEO has some relation with magic, what they actually mean is that it’s very complex.

     

    It would take several very long articles for me to fully explain how it works. 

    Yes, it implies user experience, link profile, content strategy, referral traffic or marketing campaigns. And all these SEO efforts might seem very complex.

     

    However, SEO is more simple that you might think, in some ways.

     

    In a nutshell, it’s the multitude of criteria which makes a website the best result for a particular keyword, in the sense that it satisfies the user’s intent.

     

    What you must understand is that Google isn’t trying to rank websites based on some checklist.

     

    Sure, it follows a list of criteria, but it also looks at historical data in the SERP and since Rank  Brain has got involved, machine learning really made things a lot more complicated.

    SEO Basics

    SEO Basics

    It’s hard for us humans to keep pace with how Google decides what actually makes a web page ‘the best one’. At this point… I’m not sure even the makers themselves have any idea how things work anymore.

     

    So, instead focusing on the latest trends and techniques, try to focus more on the basics. Do them well and do them consistently.

     

    Sure, SEO and digital marketing experts like Neil Patel and Brian Dean always try new techniques and tweaks, but one thing’s for sure: They haven’t stopped posting!

     

    Being consistent is difficult, but it’s also the key to success!

     

    2. You don’t really understand what SEO is

     

    So, we know Google is trying to rank the best page.

     

    But what does that actually mean?

     

    Does it mean the page with the most targeted keywords? The page with the best links? The page with the best content?
    Who wins the Google top organic results?

     

    It’s the page that best satisfies the user’s intent. And in some cases, the website alone can’t do it!

     

    Let’s say you want to rank high in the search engines for a very competitive eCommerce keyword. Well… if your offer isn’t good enough, you probably won’t.

     

    If you want to rank for “shoes” but you only have 3 products in your store, you won’t be getting far.

     

    If you want to rank for “cheap” but your prices aren’t cheap, again, you probably won’t have much success with it even if you optimize your website in this direction.

     

    Moreover, many people don’t understand that high rankings within search results also reflect the quality of a business, at least to some extent.

     

    For example, bad reviews on Google My Business can affect your local SEO rankings and your business listing and people don’t leave bad reviews because your SEO campaign sucks.

     

    Sure, you can invest in search marketing and pump links into a website and get it to the top, but if the business itself doesn’t have the necessary infrastructure to properly satisfy clients (quality, shipping, support), the results won’t last for long!

     

    I’ve seen sites pumping bad links and rushing to the top, only to fall ungracefully a short time after because they did not meet their user’s expectations.

     

    3. SEO just doesn’t fit your business/idea

     

    Another thing you should consider is that your business type should match SEO.

     

    Usually, if you want to promote a short-term trending product, such as the fidget spinner, investing big and long term on SEO might not be the right choice!

     

    Niches that don't fit SEO well

    Niches that don't fit SEO well

     

    Furthermore, if you need a quick turnover and you’re just getting started… SEO might not be the right channel for you, and you should look for PPC advertising or social media remarketing instead.

     

    However, it’s not always a matter of SEO vs PPC. Usually, they go well together.

     

    4. Your expectations are too high

     

    The higher the expectations, the bigger the disappointment.

     

    To be satisfied with your results, you’ll need to have realistic goals.

     

    With SEO, you can’t really expect top rankings and huge websites traffic in a month or two, if your domain has just been registered.

     

    You can’t expect to outrank the online presence of a strong competitor with thousands of links, with a tight budget and no scaling even if you apply some good SEO tactics.

     

    In some cases, the entire competition might be way out of your league. That’s when you have to dig in deeper, to find those keyword opportunities that are easier to rank for.

     

    You should still start with SEO as soon as possible, but start small. Look for keywords with lower competition and build your way up before saying that SEO does not work for you. 

     

    5. You’re not patient enough

     

    Sometimes you just need to be more patient.

     

    Most SEOs will tell you upfront that it can take from 6 to 12 months to see the top positions.

     

     

    Some will claim that they can get you to the #1 spot in the first month. It’s probably false and you should stay away from them.

     

    You should always see progress in the first month.

     

    If it’s a new website, that might be as little as the first pages getting indexed.

     

    So, if you’re not yet in the position you’ve wished for but have increased in rankings compared to the previous month, just give it a little more time. You’re on the right path.

     

    If you want to find out more about why it takes so long to rank in Google and other search engines and what you can do to speed things up, check out this article.

     

    6. Your budget is too small

     

    Actually… you CAN have high expectations. But for the right budget.

     

    If your budget is too small, you might not be able to do everything you want and you might end up saying that SEO does not work for you. 

     

    SEO includes things like: good server, fixing technical SEO issues, keyword research, content marketing, social media, investing in links and many others.

     

    If you want to scale it up quickly and efficiently, the truth is that you will need a substantial investment.

     

    Low SEO Budget

    Low SEO Budget

     

    Clients often ask me: “Why is it that SEO takes so long?”

     

    Sure, part of the answer is: “Because Google.”

     

    However, I’m always confident I can speed things up by scaling.

     

    But why does scaling speed up the process, you may ask?

     

    Well… it’s pretty straight forward:

     

    • More content = more keywords covered faster
    • More links = faster higher authority
    • More monitoring = better / faster tweaking
    • More programmers = faster site, more useful features, better UX, etc.

     

    But all those above = more money.

     

    Are you developing the content for 5 categories per month? Pump that to 10. Are you consolidating the site’s structure with 2 monthly blog posts? Up it to blog posts. Are you securing 1-2 links per month? Make that 5 and so on.

     

    Many people get into SEO because they can use time instead of money to drive traffic to their websites and businesses.

     

    However, time can’t scale things up. Only money can. If you want to rank faster, you’ll need to outsource some work.

     

    7. You’re not focusing on Mobile

     

    I know, I know, you’ve been hearing that Mobile SEO is very important and that most traffic is now coming from mobile devices.

     

    The real thing here is that most professionals work from a desktop computer. So, the first contact with any issue, be it web development or SEO related, is on desktop, most of the times.

     

    Often times I find myself fixing a quick issue on the desktop and completely forgetting to check how it looks on mobile devices.

     

    Responsive design impacts Crawling & Indexing

    Responsive design impacts Crawling & Indexing

     

    And although I browse websites on mobile (as a user), when a client asks me something or signals an issue, I immediately check it on my computer (the phone is busy at my ear anyway).

     

    In SEO, you always have to keep in mind that Google uses mobile first indexing.

     

    If you’re mostly working from a desktop computer, like me, remember to always right-click in Chrome and hit inspect.

     

    You can select multiple device types to stop any issues.

     

    But sometimes, phones act differently than the desktop Chrome browser does (even when set on mobile view), so it’s always best to check on a physical phone itself.

     

    And don’t forget to check on both Android and iOS.

     

    Test if links work, test if scrolling works, test the entire checkout process, test, test, test.

     

    Ask your friends to test, ask your mom to test ask your cat to test. If the cat can use it, you’re good to go.

     

     

    In addition to that, consider that CSS hidden content also follows the mobile-first mentality.

     

    Feel comfortable to combine desktop columns into sliders, or compress long paragraphs of text into dropdowns.

     

    For example, on an eCommerce website, you might have a small description before your products, on the category page.

     

    If on mobile devices the text pushes the products too far down, the users won’t be able to quickly see them when they load the page.

     

    You can shorten the mobile description by using a ‘read more’ link which triggers a dropdown with the rest of the content.

     

    8. You don’t analyze and you underestimate your competition

     

    “If you know the enemy and know yourself, you need not fear the result of a hundred battles. If you know yourself but not the enemy, for every victory gained you will also suffer a defeat. If you know neither the enemy nor yourself, you will succumb in every battle.” – Sun Tzu

     

    Deep, isn’t it?

     

    Google Analytics and Search Console are very good friends, but they only show you data for your own website.

     

    Sometimes, it’s not enough to only do research about yourself. You have to analyze your competition! Not doing this, might end up in saying that SEO does not work for your website. 

     

    That’s why having an SEO Tools Set like CognitiveSEO is a good idea. You can analyze and monitor your competitors to see how they perform and find gaps.

     

    So, if you want to improve your SEO campaigns, make sure you always perform an SEO Competitor Analysis.

     

    9. You’ve skipped keyword research

     

    New clients often come to me because they are not satisfied with the results they got from their previous SEO partners.

     

    Many times, after a quick analysis, I can spot that the title tags and meta descriptions have not been optimized at all!

     

    That lets me know that keyword research hasn’t been performed.

     

    I’ve seen many ‘SEO pack’ offers around, which are mostly PBNs or different link building tactics. 5 links per month…  10 links per month… and so on.

     

    It baffles me and I don’t agree with it, but I guess it’s about money…

     

    They’re easy to sell and can often offer quick results. But those results might only last a very short time and I can bet on who the contract you’ve signed covers (spoiler alert, it’s not you).

     

    However, while those links might be helpful in certain situations, they probably won’t get you anywhere without the right keyword in the right places.

     

    Make sure you do your keyword research!

     

    10. You’re not prioritizing the right things

     

    It might not be that you’re doing SEO wrong. It might just be that you’re doing the wrong type of SEO or at the wrong time.

     

    Why put so much effort into getting that 100% PageSpeed score if your loading times are already between 1-3 seconds?

     

    Why write more blog content when you haven’t finished optimizing your category pages?

     

    • If you have a small website and no SEO has been performed, start with keyword research and title tags optimization.
    • If you have a website with a lot of images, start by compressing your images.
    • If you have a huge website with a lot of filters, make sure you prioritize crawlability and indexability by optimizing your faceted navigation.

     

    Sometimes, it might be design (if your website is too outdated for your audience). Other times, it might be UX.

     

    It’s different from website to website.

     

    That’s why an SEO audit is crucial for your website’s success, especially if your website is huge.

     

    But not just any SEO audit will do. You need an SEO Audit that actually looks in-depth at all your issues and then prioritizes them properly.

     

    11. You’re ignoring structure, click depth & internal linking

     

    A website’s structure defines how easily users and search engines will navigate and understand your content.

     

    Make sure you structure your website accordingly.

     

    You should always keep important pages maximum 3 clicks away from your homepage.

     

    If you’re using pagination, make sure all your pages are linked to from the first archive/category page.

     

    Moreover, if you’re not doubling down already on internal links, you should.

     

    Use your blog to always link to important pages, such as product category pages, using relevant and keyword rich anchor texts.

     

    There’s no penalty for using too many internal links. Well… just don’t make everything an internal link and you’ll be fine.

     

    12. You’re ignoring backlinks

     

    I’ve been fortunate enough to be able to help most of my clients rank high with very few links if any links at all.

     

    But once in a while, there are projects that even the best SEOs can’t handle without actively pursuing backlinks.

     

    I like to think of myself as being able to do everything without links, but I also what to be as efficient as possible.

     

    Getting backlinks is not bad. They’re just used improperly.

     

    In some cases, your website simply needs more authority. And the fastest way to build it is by having quality backlinks.

     

    If the number of links your competitors have far outweighs yours, you’ll have a hard time outranking them.

     

    Backlinks for SEO

    Backlinks for SEO

     

    Sometimes, it might just mean it takes longer to see results, considering you’re doing everything else right.

     

    Other times, it’s just plain impossible.

     

    Links can help you kickstart that initial progress to help you gain your client’s trust and secure a long-term deal.

     

    The best thing you can do is to build relationships, through content marketing and shareable content, such as case studies or interviews with industry-leading experts.

     

    Don’t just stop at link building. Try to be involved and build a small community. That’s what Google likes.

     

    Sometimes, however… you can just buy the links.

     

    Of course, you don’t want to buy and spammy links that might get your website penalized.

     

    But it’s wise to understand that links are ads and ads are paid for. The internet works based on ads, so own it.

     

    You can always nofollow your paid links (just like Google tells you to do).

     

    Nofollow links can also improve rankings and I’ve seen this with my own eyes on my own clients.

     

    13. You don’t understand your audience

     

    The audience is much more important for SEO than you think. It can make or break your SEO strategies. You might be saying: neh, SEO is not working for me when the actual problem is the way you tackle your audience. 

     

    You might have the best interest and the greatest information in your content marketing strategy. But if you don’t deliver it in the right format or tone of voice, you won’t be getting the best results.

     

    Maybe your audience prefers video content. Then stop spending so much time writing articles. Just use your video scripts as repurposed content on your blog instead.

     

    SEO Targeted Audience

    SEO Targeted Audience

     

    Make sure you understand your audience well and make decisions based on that.

     

    14. You’ve externalized to the wrong SEO agency

     

    I hate talking about this, but finding a good SEO company or digital marketing agency isn’t an easy task.

     

    Even more… in the pandemic era of 2020-2021, people have rebranded as experts in digital marketing fields. Much to say… they’re not really experts.

     

    So, be very picky when choosing who you work with. Here are some more things to look after when hiring an SEO company.

     

    On the other hand, if you are an SEO company, here’s how to convince your clients to buy your SEO services.

     

    15. You’re not monitoring your results

     

    Correctly monitoring results is a very difficult task. Sometimes, is not that SEO does not work but monitoring results properly does not work. 

     

    That’s because monitoring isn’t just about traffic and conversion rate optimization.

     

    It’s about discovering new opportunities to do things better.

     

    But even so, whether it’s a drop in traffic or a drop in conversions, the sooner you see it, the sooner you’ll be able to fix it.

     

    Monitoring SEO Results

    Monitoring SEO Results

     

    There are many tricks, such as using Google Search Console to identify secondary keywords for articles that are already ranking pretty well.

     

    Go to the Performance Section, select a page that’s already ranking well and then go back to the Queries section. Activate Positions and CTR and look for those phrases that have a good click through rate. 

     

    GSC SEO trick

    GSC SEO trick

     

    You can then start adding that keyword to your content to rank better for it in the search engines. If you want even better results, try out the CognitiveSEO Content Optimization Tool.

     

    Or, you can use a Secondary Dimension (Behaviour > Landing Page) on the Organic Traffic Channel in Google Analytics to figure out which pages converted the best. Then you can mix those with the Google Search Console query data to know (with approximation) which set of keywords bring the most conversions.

     

    Google Analytics SEO Trick

    Google Analytics SEO Trick

     

    Tools such as Google Analytics have a lot of filters that can help you figure out what exactly happened on your website so make sure you use them for better SEO results.

     

    I hope this list of 15 reasons why your SEO doesn’t work helps you figure out what you’ve been doing wrong or at least gives you a new perspective on your SEO campaigns.

     

    Complex SEO strategies and tactics are awesome, but you always have to make sure you stick to the basics first.

     

    Do you think there are other reasons why someone’s SEO strategy might not work? Share them with us in the comments section below.

     


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  • Tips, Hacks, Strategies & Examples – Advertise

    Tips, Hacks, Strategies & Examples – Advertise

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    As more people opt for quick and engaging visuals that instantly capture attention, so does the number of brands who include short-form video content (or shorts) in their digital marketing strategies. YouTube Shorts offer eCommerce businesses a powerful platform for capitalizing on these bite-sized video consumption trends. 

    The bottom line is this format is versatile for storytelling, showcasing products, and driving audience engagement, making it a critical digital marketing tool.

    But is it for everyone? 

    This post will answer exactly that! We will explain everything you need to know about using YouTube Shorts videos for your brand and why you absolutely should, and include some inspiring YouTube Shorts examples throughout. 

    Let’s jump in!

    Understanding YouTube Shorts

    Similar to TikTok, YouTube Shorts cater to the growing demand for quick, engaging content and provide a new way for users to connect and share on the platform. 

    Simply put, they are short-form videos on YouTube that allow creators and brands to upload content up to 60 seconds in length. And unlike regular YouTube videos, Shorts include vertical video perspectives, unlike the horizontal mode of longer videos on the platform. 

    Integrated within YouTube’s vast ecosystem, Shorts are no more than a minute long and were designed to enhance visibility and reach, particularly among younger audiences. They can be viewed on YouTube’s homepage, the app’s Shorts tab, and on channel homepages.

    Debuted as a beta in India in September 2020, YouTube Shorts is riding the wave of rising popularity for short-form video content. Following its success, the feature went global, with an extensive rollout that started in March 2021. Since then, brands such as Fashion Nova have been jumping onto the YouTube Shorts video bandwagon. 

    eCommerce youtube shorts example brand Fashion NovaeCommerce youtube shorts example brand Fashion Nova

    YouTube Shorts Statistics 

    • By the end of 2023, YouTube Shorts hit 70 billion daily views
    • The average time spent per day on YouTube increased since adding Shorts, which is now around 48.7 minutes 
    • The largest age group using YouTube is between 25 and 34
    • YouTube has the highest average session duration compared to other platforms 

    average session time for YouTube average session time for YouTube

    [Source: Data Reportal] 

    Talking about comparing…

    YouTube Shorts vs. TikTok vs. Instagram Reels 

    YouTube Shorts, TikTok, and Instagram Reels each carve out their niche in the growing consumption of short-form video content, targeting different audiences with various content styles. While TikTok is designed to captivate with highly creative, trend-setting content, Instagram Reels’ integration with its social media features capitalizes on an established user base. 

    YouTube Shorts, on the other hand, leverages the extensive YouTube ecosystem, offering videos up to 60 seconds that benefit from YouTube’s powerful search and recommendation algorithms.

    Let’s take a quick look at each of its main distinguishing features.

    YouTube Shorts 

    1. Unique features. Being part of YouTube means users get long-form and short-form content on one platform.
    2. Content style. Matches YouTube’s wide-ranging vibe and is less about casual clips and more about variety. 
    3. Marketing advantage. Access to YouTube’s well-established, unique audience and the ability to use Shorts to promote long-form content without needing to send users to another platform.
    4. Video length. 15–60 seconds. 
    5. Demographics. Most (21.3%) Shorts viewers are aged 25 to 34. 

    Gymshark is a brand that understands the advantages of YouTube Shorts and dominates with them. Take a look at the view metrics for some of their latest Shorts. 

    YouTube Shorts for businesses example YouTube Shorts for businesses example

    TikTok 

    1. Unique features. From green-screen effects to image carousels, TikTok is packed with unique features. 
    2. Content style. Although content styles change a lot with changing trends, authenticity is a key content must. 
    3. Marketing advantage. Significantly boosts brand visibility and engagement through viral Shopping content. 
    4. Video length. 15–60 seconds. 
    5. Demographics. The majority of TikTok users are aged between 18 and 34. 

    You can read more about TikTok in the following guides: 

    Instagram Reels 

    1. Unique features. From easy-to-use text, AR filters, creative tools and audio, to Meta’s powerful reach, Instagram Reels are a quick way to get branded, short-form content. 
    2. Content style. Generates more refined content than, say, TikTok, but still veers toward authenticity.  
    3. Marketing advantages. Instagram Reels’ direct shopping capabilities (such as tagged product videos) offers advanced product discovery.  
    4. Video length. Up to 90 seconds. 
    5. Demographics. The biggest pools of users are between 18–24 and 25–34 years old.

    You can read more about Instagram Reels in the following guides: Instagram Reels for Business: Tips, Hacks, Strategies & Examples and 9+ High-Performing Instagram Ads Examples to Steal.

    YouTube Shorts Benefits 

    Now, let’s quickly explore the distinctive features and opportunities YouTube Shorts offer eCommerce marketers! 

    A Gateway to Richer Content

    Being part of YouTube means that Shorts serve as a gateway for discovering long-form videos — allowing eCommerce brands to blend short and long videos. This enables you to accommodate varying consumer interests, turning short video viewers into channel lovers, and, ultimately, product buyers. 

    More Evergreen Content Opportunities

    Unlike other, more momentary channels, Shorts remain accessible indefinitely, enhancing long-term visibility. This means that your evergreen Shorts will continue to attract views and other content engagements months after posting. 

    Broader Audience Reach

    Launching within YouTube’s massive user base, Shorts instantly tapped into a broader audience spectrum. By leveraging this reach, you can pinpoint and engage specific segments to refine your targeting strategies and ensure content consistency that resonates with existing subscribers while appealing to potential customers.

    Wider Audience Engagement 

    The wide demographic reach highlighted above also means that brands have the opportunity to engage with broad audiences, from younger short-form enthusiasts to older audiences that other platforms (like Reels or TikTok) may not appeal to. This enables more tailored content strategies that appeal to professionals, older generations, or specific consumer interests.

    Stability and Trustworthiness

    Lastly, because YouTube is a well-established platform with a longstanding reputation, Shorts is a stable and trustworthy channel for eCommerce marketing. The lower risk of unexpected restrictions or disruptions allows for a more secure investment in content development.

    How to Get Started with YouTube Shorts

    To start your YouTube Shorts strategy off right, you need a blend of creativity and strategy. Let’s outline the key steps you need to take to kickstart your journey, from establishing your presence with a dedicated YouTube channel to crafting and sharing your first engaging Short.  

    1. Create a YouTube channel. If you haven’t already set one up, you will need a YouTube channel to post Shorts. (You can follow our guide on doing just that, here.) 
    2. Download the YouTube app. You will want to ensure you have the latest version of the YouTube app to take advantage of the newest Shorts features. Use the Shorts camera in the YouTube app for easy recording, video editing, and music uploading.
    3. Build your YouTube Shorts content plan. Here, you can identify critical product features, upcoming promotions, trending topics, and customer success stories that align with your brand’s narrative, and build your content plan accordingly. 
    4. Record your Short. Your YouTube app’s Shorts camera allows you to record video. Ideally, record in segments, adding each part to create a complete video.   
    5. Edit your video and add tags. Next, you will use the YouTube app video editing tool to trim videos, add text overlays, or incorporate music. Then craft compelling titles that include keywords and hashtags to boost discoverability.
    6. Publish your Short. Finally, you are ready to publish, monitor, and engage with audience comments. 

    Here’s a comprehensive video made by YouTube creators on how you can create Shorts. 

    But you don’t have to start shooting everything from scratch — you can also make Shorts from your existing videos. Let’s quickly run through how. 

    How to Make YouTube Shorts from Existing YouTube Videos 

    To craft a YouTube Short from an existing video or livestream, whether it’s your creation or someone else’s, start by clicking the “Create” button beneath the video. Decide if you want to “Cut” a clip to maintain the original audio or create a fresh “Sound” for a personalized audio touch. 

    After selecting and refining your segment:

    • Hit “Next”
    • Input your Short’s specifics
    • Upload YouTube Shorts to share your snippet with the world

    Tips for Creating Engaging YouTube Shorts

    When you start creating YouTube Shorts from scratch, how do you best do it to boost engagement, brand awareness, and, ultimately, sales? In this section, we give you a few YouTube Shorts creation tips to get you started! 

    1. Grab Attention from the First Second 

    As with any short video content, you need to hook your audience early. For YouTube Shorts, this could mean starting with an intriguing question, a surprising fact, or a compelling visual within the first few seconds to grab attention immediately. 

    You also want to use engaging thumbnails to make your content stand out and elicit that click-to-view. Cosmetic giants Lush are experts at this. Here’s one of their most popular videos that catches your attention right away.

    2. Get Creative with Music and Effects 

    Other important elements of Shorts are royalty-free background music and sound effects. While it is essential to assume some viewers mute tvideos, you still want to make sure you create a vibe for those who do. A catchy tune or comedic sounds can go a long way to doing just that. 

    Here’s a YouTube Shorts example from Warby Parker’s YouTube channel. 

    3. Jump on Trends and Challenges

    Unlike longer videos, trends and viral content aren’t in short supply with short-form content! 

    Participating in trends is a good way to get traction with your Shorts. To keep your content plans relevant, you need to stay up to date with the latest trends and challenges on YouTube and other social media platforms. 

    You could create your own YouTube Shorts challenge to encourage community participation and sharing. Here are some of the more popular challenges: 

    • Ghost pepper challenges
    • Pancake art challenges
    • Random exercise challenges 
    • Try-not-to-laugh challenges
    • 7-second challenges
    • 24-hour challenges 
    • The-floor-is-lava challenges
    • Blindfolded makeup challenges

    You might also want to take advantage of some of YouTube Shorts’ newer features, such as COLLAB, to collaborate with creators, like-minded brands, and your customers for challenges. 

    Pro Tip: What Kind of Shorts Do Well on YouTube?

    Good news for eCommerce marketers: some of the most popular YouTube Shorts topics line up perfectly for product sellers and influencer marketing campaigns. These include makeup and beauty, entertainment, food and drink, video games, and sports. 

    Here’s a YouTube video breaking down some popular YouTube Shorts niches and how you can monetize them (as a creator) or steal them (as a brand). 

    4. Add Text for Clarity 

    Another Short video tip is using text and graphics for effect. 

    Text overlays are vital to emphasize important points or add context where audio can’t be used. In addition, including captions will make your YouTube Shorts more accessible to a wider audience, including those who prefer to watch videos without sound or those who are hearing impaired.

    In fact, more and more people report that they prefer videos with subtitles, with captions said to dramatically increase video engagement. One study found that as many as 80% of viewers are more likely to watch a video to the end if it has subtitles! 

    5. End with a Strong CTA 

    Like with any marketing element, you need a strong CTA to encourage interaction. You want your YouTube Shorts video to be clear, directing your viewers to like, comment, share, or subscribe, fostering engagement and building your community.

    And the more engagement and response your Shorts get, the more significantly you can boost conversions. They also help you gain invaluable insights into specific actions that you can use for other marketing elements. Here are a few examples to get you started. 

    CTA ideas for YouTube shorts CTA ideas for YouTube shorts

    Sometimes, your message needs just a few more words! Take Sephora, for instance. Even though this whole YouTube Short is a call to action to recycle beauty product containers, it still ends with a CTA note. 

    6. Experiment, Analyze, and Tweak 

    When it comes to any successful content marketing strategy, you want to continuously test, tweak, and analyze. This means experimenting with different content types and analyzing their results to mine for vital insights you can use to drive content ideas further down the line. 

    And don’t be afraid to experiment with different styles or types of content to see what resonates most with your audience. Then regularly review your Shorts’ performance analytics to understand viewer preferences and refine your content strategy. 

    Hacks to Maximize Your YouTube Shorts’ Reach

    Expanding your YouTube Shorts’ visibility is crucial to broadening your content’s reach and ensuring your Shorts captivate as many viewers as possible. Let’s look at some of the top ways you can do that. 

    1. Invest in a YouTube Video PPC Strategy 

    Last year, YouTube started rolling out Shorts placement for video action campaigns. They then started showing product feeds connected to these campaigns in Shorts, making them shoppable. This means that if you’re running YouTube video campaigns, you should already be seeing Shorts placement. 

    youtube short example youtube short example

    If you haven’t yet invested in eCommerce YouTube ads, now is the time. Not only to improve the reach of your Shorts, but to help boost traffic to your online store. 

    Looking to scale your business?

    Get Google Ads hacks for free (used by our 500K customers)

    2. Optimize for Discoverability

    You can put all the effort you can muster into your Shorts, but if you aren’t reaching the right viewer, you’re missing the mark. This is where discoverability optimization comes in. Here are a few ways you can do that: 

    1. Exploit keyword-rich titles and descriptions to improve visibility in YouTube search results 
    2. Add trending and relevant hashtags to increase the chances of being discovered by a wider audience 
    3. Interact with comments to boost engagement metrics and improve chances for YouTube’s algorithm to recommend your content 
    4. Leverage YouTube Stories and community posts to promote Shorts to existing subscribers and increase content engagement 
    5. Partner with other brands and YouTube creators to tap into new niche audiences 

    Talking about creators…

    3. Collaborate with Creators or Brands 

    Another way to get more eyes on your content is by collaborating with other people or brands. 

    By working with creators or influencers, or partnering with other brands, you can tap into their audiences and introduce your brand channel to potential new subscribers — and shoppers. Here are a few ideas to get you started: 

    1. Host a joint giveaway or contest with creators or brands whereby viewers need to engage with both channels 
    2. Leverage cross-promotion on social media to share behind-the-scenes content, teaser clips, or to simply promote the collaboration across your Instagram, Twitter, and Facebook profiles to maximize reach 
    3. Create a collaborative series of Shorts where you tackle topics, challenges, or create content that is relevant to both audiences

    Let’s say you’re a fashion brand. You could partner with a beauty influencer to create a series of “Complete the Look” Shorts. In each Short, you could feature the influencer styling a fashion item from your store with their makeup tips. This type of collaboration not only helps you reach new audiences. It helps you showcase your products while adding real value for your audiences and establishing your brand as an expert in fashion. 

    4. Leverage the Power of Thumbnails

    YouTube Shorts thumbnails may be small, but they are often the first thing a potential viewer will see. By creating captivating custom thumbnails for your Shorts, you are able to grab attention on and off the social media platform. 

    They also play a role in ensuring that the Shorts page of your channel is inviting and that all your content is easy to discover. Therefore, you want to ensure that you maintain a consistent style or branding across your thumbnails to make your content instantly recognizable and enticing for the view-click. Additionally, you may want to consider incorporating brief, compelling text overlays that tease the content of the Short or highlight the value within, further encouraging clicks. 

    Or not! The best approach is one that perfectly fits your specific brand, vibe, and market. Take a look at eCommerce giant ASOS’s Shorts feed, which does just that. 

    brand youtube shorts example brand youtube shorts example

    5. Consistent Posting Schedule

    Like with any marketing platform, consistency is key! By maintaining a regular posting schedule, you keep your audience engaged. The more engaged your audience is, the more likely YouTube will recommend your content. 

    If your aim is to quickly boost your account and catch that viral wave with your short-form videos, you may want to consider ramping up your posting frequency to two or three times daily. This may sound daunting — but you can start by repurposing your existing video content instead of starting from scratch. 

    According to SocialPilot, the best times to post on YouTube are displayed in the chart below. Of course, these are average estimates, so you should test and tweak optimum post times for your specific brand and audience. 

    best time of day to post on YouTube best time of day to post on YouTube

    Strategies for Driving Product Sales with YouTube Shorts

    This part of our guide is dedicated to outlining actionable strategies that can turn your YouTube viewers into customers. This means being able to capitalize on the dynamic and engaging nature of Shorts to boost your eCommerce success. 

    Through a mix of affiliate marketing, user-generated content, product teasers, and interactive demonstrations, these strategies are designed to not only capture attention but also to convert that attention into sales. 

    Let’s dive in. 

    1. Leverage Influencer Marketing and Affiliate Programs

    Influencer marketing and affiliate programs can be good ways to drive product sales from YouTube Shorts. Both enable you to leverage the vast reach and credibility of established online personalities and platforms.

    By partnering with YouTube influencers with niche audiences, you are tapping into their fans — fans who will trust their product recommendations. This also enables you to include more authentic endorsements in YouTube Shorts, which helps build product and brand trust while increasing visibility. 

    Similarly, offering an affiliate program for your brand helps you to promote products. Because it’s permanence-based, this can be a cost-effective strategy. It also gives you additional (valuable) data that you can use to drive our marketing strategies beyond just YouTube optimization. 

    Let’s say you’re an eCommerce brand specializing in sustainable fashion. You could collaborate with eco-conscious fashion influencers on YouTube to create Shorts videos showcasing how to style different pieces for different occasions. These influencers could then use your affiliate links in their video descriptions, directing viewers to purchase the outfits directly from the brand’s website. 

    This approach not only highlights the versatility and appeal of the products but also aligns the brand with the values of both the influencer and their audience, driving targeted traffic and increasing sales conversions.

    New to affiliate marketing? Here’s a guide from Shopify. 

    2. Showcase User-Generated Content and Testimonials

    Another way you can use YouTube Shorts to push product conversions is with UGC (user-generated content) or testimonials. This doesn’t have to be a huge undertaking. 

    For instance, you could encourage your customers to share their own Shorts using your products with a specific hashtag. Perhaps for an incentive like a promotional code or a free gift? Then, you could select the best Shorts to feature on your channel and/or offer further incentives for sharing. 

    This not only provides social proof but also builds a community around your brand, increasing trust and driving sales.

    For example, let’s say you are a beauty eCommerce store launching a new line of skincare products. 

    You could run a campaign asking your followers to post YouTube Shorts of their skincare routines featuring these new products, using a dedicated hashtag. You could offer a prize for the best video, like a month’s supply of skincare. You could then highlight these UGC Shorts on your feed and on other social media platforms to showcase real-life examples of product effectiveness, while cultivating brand loyalty and building trust.  

    3. Use YouTube Shorts for Product Teasers and Countdown Launches

    Short-form video content is a great element you can use to create anticipation and excitement around new product launches. By sharing teaser Shorts that highlight key features or unique selling points, it can be extremely effective. 

    Even better if it’s paired with a countdown series leading up to a launch date, which encourages viewers to subscribe and stay tuned for the reveal. This strategy not only generates buzz on your channel but primes audiences to cash out their carts on release day. 

    Let’s imagine that you are a tech eCommerce brand gearing up to launch your latest smartwatch. In the weeks leading up to the launch, you could release a series of YouTube Shorts, each unveiling a sneak peek of a smartwatch feature — like its sleek design, innovative health tracking, or seamless connectivity — without showing the full product. Each Short ends with a countdown timer to the launch, sparking curiosity and excitement. 

    In theory, by the time the final Short reveals the launch, the audience is already primed and eager to purchase, significantly boosting sales from the get-go.

    Pro Tip: How to Make a Good Product Teaser Using YouTube Shorts 

    1. Start your teaser with a question or a mysterious glimpse of the product to spark curiosity 
    2. Focus on one standout feature of your product in each Short to keep viewers interested 
    3. Add dynamic visuals and compelling music to create an emotional connection for each Short 
    4. Include a visual countdown in your Shorts to build anticipation  
    5. End each Short with a good CTA — encouraging viewers to subscribe or visit your website for the full reveal 

    4. Plan Interactive Product Demonstrations and Tutorials

    The last must-try strategy for driving product sales with YouTube Shorts is interactive product demos and tutorials. Short video content is a great medium to offer engaging tutorials or how-to guides that demonstrate the practical uses and benefits of your products. 

    To capitalize on every second and ensure and ensure your videos are relatable, you want to highlight the problems your products solve in everyday scenarios. Then, you could add interactive elements — such as asking viewers to comment on how they would use the product or what they want to see next — to enhance engagement and drive interest toward making a purchase.

    This is a Shorts strategy that Selena Gomez’s makeup brand, Rare Beauty, is crushing with. Sure, it helps that she hosts the tutorials herself, but the concept is still easily duplicatable on a smaller scale. 

    brands using youtube shorts brands using youtube shorts

    Final Thoughts: Measuring Success with YouTube Shorts

    No matter which YouTube Shorts tip or hack you use for your short video planning, the metrics will matter in a big way. Not just for the success of your Shorts but your overall video marketing strategy. This goes for all your Shorts, even those posted in collaboration with your YouTube Shorts creators.

    From the time you (or a short creator) uploads YouTube Shorts to the app, you should be keeping track of their performance. Metrics such as view count, likes, comments, shares, and subscriber growth provide insights into how effectively Shorts are resonating with audiences. Additionally, monitoring the watch time and audience retention rates can help identify which short video content keeps viewers engaged the longest. 

    This data-driven approach ensures continuous improvement and maximization of the Shorts platform’s potential for growth and engagement.

    Tip: YouTube Analytics Metrics to Keep an Eye On 

    Here are some of the YouTube analytics data points you can use to measure the success of your Shorts videos: 

    • Views 
    • Likes and dislikes 
    • Comments 
    • Shares 
    • Subscriber growth 
    • Watch time
    • Traffic source 
    • CTR (of links in short video description) 
    • Audience demographics 

    Let’s say you’re a small business specializing in eco-friendly home goods, and you decide to leverage YouTube Shorts to showcase your products and share sustainability tips. After posting consistently for a month and seeing good daily metrics, you start analyzing your Shorts’ performance to gauge success.

    You pinpoint a short, 30-second clip demonstrating a zero-waste kitchen hack using one of your products that significantly outperforms others, with 20,000 views, 500 likes, and numerous shares and comments praising it. The analytics also show that this Short led to a 10% increase in channel subscribers and drove a noticeable spike in traffic to your product page linked in the video description.

    The success metrics — high view count, engagement rates, and direct impact on subscriber growth and website traffic — highlight the effectiveness of this Short, which you can, yes, use to plan content ideas in the future. But it’s useful for more than just content planning. Successful engagement and view feedback can also drive our product development and marketing strategies on other platforms — such as your Google video ads!! 

     

    Nicole Blanckenberg

    Nicole is a content writer at StoreYa with over sixteen years experience and flair for storytelling. She runs on a healthy dose of caffeine and enthusiasm. When she’s not researching the next content trend or creating informative small business content, she’s an avid beachgoer, coffee shop junkie and hangs out on LinkedIn.

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  • How DTC Brands Can Harness the Power of Media Coverage – AffiliateMarketing

    How DTC Brands Can Harness the Power of Media Coverage – AffiliateMarketing

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    In the ever-evolving digital landscape, Direct-to-Consumer (DTC) brands are finding innovative ways to carve out their market space. One such strategy is leveraging media coverage to enhance brand visibility, credibility, and customer engagement. Here’s how DTC brands can effectively use media coverage to fuel their growth.

    1. Crafting Newsworthy Press Releases

    The art of crafting compelling press releases can significantly increase your chances of gaining media attention. A well-crafted press release not only highlights your brand’s unique value proposition but also showcases newsworthy stories or innovations that can capture the interest of journalists and publications.

    Tips for effective press releases:

    • Focus on what makes your brand unique or newsworthy.
    • Include quotes from key team members to add a personal touch.
    • Ensure clarity and conciseness in your messaging.

    2. Building Relationships with Journalists and Influencers

    Cultivating relationships with journalists, bloggers, and influencers who cover your industry can lead to more consistent and favorable media coverage. Networking and engaging with these key individuals can open doors to feature articles, interviews, and collaborative content opportunities.

    Strategies for building media relationships:

    • Engage with journalists and influencers on social media platforms.
    • Offer exclusive insights or early access to products for review.
    • Be responsive and helpful to media inquiries and requests.

    3. Utilizing Social Proof and User-Generated Content

    Media coverage often generates social proof, enhancing consumer trust in your brand. By showcasing media mentions, reviews, and user-generated content on your website and social channels, you can amplify the impact of media coverage and encourage more organic shares and mentions.

    Ways to leverage social proof:

    • Feature media logos and mentions prominently on your website.
    • Share positive reviews and media features on social media.
    • Encourage customers to share their experiences using your products, creating a cycle of user-generated content and media interest.

    Conclusion

    For Direct-to-Consumer brands, effectively leveraging media coverage can be a game-changer in establishing brand presence and driving growth. By focusing on creating newsworthy content, fostering media relationships, and capitalizing on social proof, DTC brands can significantly enhance their visibility and appeal to a wider audience. Embrace these strategies to turn media coverage into a powerful tool for your brand’s success.

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  • April 28, 2024 – Advertise

    April 28, 2024 – Advertise

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    The process of creating advertising is not as easy as it might look to the outside world. Creative ads are those which still get noticed despite challenges like vague briefs, whimsical approval system and such like. My weekly compilation of creative ads is a small tribute to agencies & brand teams. This week, views on current advertising trends and a collection of creative ads.

    The moment marketing bug

    The moment marketing trend is driven by FOMO, some inexplicable need to associate a brand (often in a tenuous manner) to a news event or cause in the hope that it will generate buzz in favour of the brand – building affinity or helping it gain stature.

    In that context, caught up on the reaction to the ‘Bombae’ ad, apparently in support of UP Board topper Prachi Nigam who got trolled for her looks. One of those ‘this ad is not about our brand‘ but is exactly that. How often to tell brands that not everything that’s happening in this world – is an opportunity for them to advertise?

    ‘We hope you never get bullied into using our razor‘. Pretty convoluted way of promoting the brand in the guise of not promoting the brand, but batting for a cause. This will sound harsh to the copywriter who came up with the line (BTW, this was ‘approved’?) but this is not good brand thinking or writing. Maybe a lot of those who entered advertising in the recent years (last 5-7 years?) have only been exposed to ‘digital’ advertising (images & ideas for social media posts mainly, and the occasional web film or TV script) and not to the classic print or TV work from say 1990-2000s?

    Industry gurus also repeat stuff like ‘more than ever before consumers seek deep meaningful relationships with the brands they use‘ (really? I just want a product to work as advertised and if it makes me happy or proud using it, that’s a bonus) which leads to warped thinking on faux brand purpose and some random ‘social cause’ leading brand thinking. The rationale seems to be ‘let’s build affinity with the youth by associating our brand with a social cause‘. Yes, maybe the youngsters view brands which ‘do good’ in favourable light but they can see through fakery too or just lip service. And in such a scenario pegging everything on ‘you should prefer my brand because it believes in <insert cause of the day>’ will not make product anchored, benefit-driven advertising as the first, preferred approach. Sadly many business leaders and startup founders think that this is the way to go.

    VOOM Nutrition: power of plants

    It’s good fun when there’s a delicious twist in the tale – be it in a movie or an ad. A new ad for plant based food brand dramatises the impact of a mere plant in our lives. Great build and a hilarious climax.

    Agency: McCann Bristol

    Dutchie Yogurt: gut health

    A majority of ads everywhere are beyond mediocre. They are just ignored – a fate worse than being disliked. Maybe that’s the case with advertising in Thailand too. But going by what bubbles up as latest advertising on social media from there, they seem to have a far better strike rate at crafting compelling advertising. Unlike India, where an idea has to cut across several language and cultural differences, Thailand has the advantage of a single language across the country. A common thread in their advertising seems to be humour – and that too, over-the-top, zany humour. Also, ads poke fun at the tactics of advertising itself and hence have a self-deprecating tone. It’s a clever ploy to solve the branding issue – as we see in this hilarious ad for Dutchie Yogurt – where a character holding the pack is randomly inserted across situations.

    Agency: Ogilvy. See English subtitles here.

    Persil: Guess who won

    When I saw this new campaign from Persil (sold as Surf in India) I was reminded of two things: consistency of a brand property and the right use of exaggeration in advertising. It is said that advertising is ‘suspension of disbelief’ for a few seconds. No one takes it seriously if an ad shows a protagonist securing a job after using a shampoo. The second aspect is about consistently pursuing and taking forward a brand idea.

    The ‘dirt is good’ platform has the ability to shock you into paying attention (coming from a detergent brand) but also makes the reader ‘connect the dots’. I don’t one should take the scenarios portrayed below literally. Cricket fans would know that the representation is no guarantee of victory but it does drive forward the original message of encouraging us all to not let worry of soiling clothes prevent us from outdoor activity. As an aside – don’t you think such campaigns work because of the platform already set by the previous efforts?

    Agency: LOLA MullenLowe

    Coca-Cola: recycled logo – green washing?

    Is this creative thinking? Yes. One could say its bold. Who would maim their own logo (the only element in the ad) to risk not being recognised as to who the advertiser is? But Coca-Cola is among the rare brands who have distinct brand assets which are recognisable globally – even when as subtle as simply showing the outline of the bottle shape. A new campaign from the brand has put up billboards which show their logo crushed. The intent is to urge people to recycle the Coca-Cola cans. While being environment friendly and sustainability are critical issues which need extensive work, will just one billboard trigger a behavioural change in large numbers? Clearly, no. Also, a do-good message from a brand which contributes to a unhealthy lifestyle is a bit much. But that’s the magic of cola marketing – create endearing little campaigns which make the brand attractive – brighten the halo around it.

    Agency: WPP Open X

    MakeMyTrip: international trips

    I liked both the strategy and the creative expression for this new ad campaign for a travel aggregator, MakeMyTrip. In a cluttered market where real product or service differentiation is hard to come by chances of a brand getting into the consideration set are higher by resonating with a consumer need. In that context it is smart to slice the market and consider ‘first time international travellers’ and convey that the brand understands them. In India, there is a significant group who are considering (and can afford) an international trip but will have anxiety over travel arrangements, food and sight seeing. The ad doesn’t answer how the brand is uniquely placed to address those concerns as it lists some generic features but the build up is good fun.

    Streeteasy: odyssey

    Finding a real-estate property you like – either for rent or purchase can be an adventure, an epic saga. In a big city like New York it can be even more challenging. A new campaign for Streeteasy literally depicts it as an odyssey – remnant of art forms.

    Old world meets new world in the brand’s 2024 campaign, “Let The Journey Begin,” mixing Renaissance flair and classical art with the modernity of life in the city to reach would-be buyers no matter where they are in their journey

    Source

    Agency: Mother

    Mother Dairy: mother’s love

    It’s actually quite refreshing to see a feel-good ad which steers clear from a lofty brand purpose, ’cause advertising’ or solving a problem for millions of Indians. The brand name helps to claim ‘motherly love’ depicted by small acts of care which bring a smile.

    Agency: Ogilvy

    Heinz: helping reduce food waste

    Adding ketchup to unlikely food combinations – not just fries, is a thing. A heritage brand like Heinz can then lay claim to ‘helping reduce food waste since 1869’ since many avoid wasting food by finishing the last bits off with some Heinz ketchup.

    Agency: Fitzroy Amsterdam

    Times: Power of Print

    In association with the Election Commission of India, Times Power of Print – an initiative by Times of India to celebrate creativity in print mounted a contest for a voter awareness initiative. A team from Havas won the contest by creating a page – not just ad, printed in purple (instead of the usual pink) to ‘remind people of unused ink’.

    Agency: Havas

    Burger King: You’ll always be King

    Here’s a clever tactical idea anchored on the brand name. Sibling jealousy is common especially when the attention shifts from a elder child to a newborn. An Easter promo in UK capitalises on it through a TVC and outdoor.

    Which one was your favourite? Do comment in.

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  • The Denim Maxi Skirt Edit – Fromer Media Group – Media

    The Denim Maxi Skirt Edit – Fromer Media Group – Media

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    It’s an absolute must-have this season – chic and incredibly easy to style. For a laid-back daytime look, you can pair your denim maxi skirt with a simple tee and then a jumper or an oversized jacket layered on top. Add sneakers or flats and you’re ready for a day at the office or a brunch.

    If you’re going for a smarter vibe, just swap your tee for a shirt or a cropped jacket. Pair it with heels (I love these kitten heel slingbacks) or boots and finish off the look with some chunky gold jewellery. I’ve linked to all my favourite denim maxi skirts below:




     

    Louise wearing a denim maxi skirt

    xx,

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  • Let’s Talk About Spanish PPC – SEO

    Let’s Talk About Spanish PPC – SEO

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    Spanish-PPC-Twitter

    As digital marketers, we have all been there — stuck on what to do next and trying to reinvent the wheel. We know what it is like to run out of ideas, to try every strategy, to test every new feature until we get to that point where we have done it all. And then what?

    What if I tell you that in order to come out on top, you don’t need to reinvent things? What if you can try something new while barely changing the way you do things now? What I am talking about is keeping in place all the strategies you know work, along with all the content you know sells, and then simply translating them into the second-most spoken language in the United States.

    Español.

    Why should we focus on Spanish over all other languages?

    Screen Shot 2021-07-22 at 12-14-19 PM-png

    This is a very fair question as there are hundreds of languages spoken in households all across the United States. Over 20% of Americans are bilingual and this segment of the population has more than doubled in the last 30 years. Additionally, the percentage of languages spoken at home is on the rise, from Spanish to Tagalog.

    With so many language options to choose from, the reason I am focusing on Spanish is because, besides English, it is the most commonly-spoken language in the United States.

    And since we are on the subject of bilingual speakers, I have a myth to bust. Most marketers believe that bilingual strategies will only be effective in major metropolitan areas. For this reason, it is not uncommon to see billboard and public transit ads in other languages posted in New York City or Los Angeles. However, these same billboard and public transit ads are not utilized outside major cities and, furthermore, are rarely used in digital marketing. But when you look at the map of the United States and evaluate the number who speak a foreign language at home, you can find pockets of speakers in every state. In fact, the state with the largest percentage increase of foreign language speakers at home was Nevada with a 1,088% increase since 1980. 

    Screen Shot 2021-07-22 at 12.18.15 PM

    The Hispanic population is made up of 60.5 million people which comprises nearly 20% of the country’s population. The United States has more Spanish speakers than every country other than Mexico. Hispanics are the fastest growing segment of the U.S. population; for every two people added to the population, one is Hispanic.

    Hispanics represent 20 different nationalities, but the U.S. population has a large percentage coming from Mexico, Cuba, and Puerto Rico.

    The Hispanic consumer is very important to the U.S. economy because they control $1.5 trillion in buying power. This is up 212% from the last decade! Not only that, their consumption of products and services has increased by 42% in the same time period. Additionally, studies show that 66% of U.S. Hispanics pay attention to online ads and — more importantly — 93% take action after seeing the ads online, rendering them an incredible asset to the world of digital marketing. 

    The real question we need to be asking ourselves is, if they represent such a significant portion of our online population, why is no one talking to them online? They represent a significant portion of the population, they have money, and they have a big desire to spend it. 

    Why should digital marketers invest in Spanish?

    Screen Shot 2021-07-22 at 12.21.59 PMScreen Shot 2021-07-22 at 12.31.14 PM

     

    Let’s dig into how to actually implement the strategy (that is not technically a strategy).

    Setting up a campaign correctly

    Like with any experiment, we need to follow the scientific method and separate our variables. These campaigns should be treated as a test and each language should be tested out separately. The test budget I recommend is 20-30% of what you would normally spend in a campaign. In terms of their setup, there are a few nuances we want to watch out for when considering bilingual campaigns. In the language setting, I like to add the language I am testing, as well as the main language of the country; in this case, English.

    Another important thing to consider when setting up ad scheduling, is time zones. Google Ads and Bing Ads treat this feature very differently. In Google, we are looking at the time zone in which the account is created and, in Bing, the time zone of the end user. If you are testing bilingual and international campaigns, make sure you are not scheduling them during times your target audience is sleeping.

    The rest is quite easy because you have already done the heavy lifting and testing. You will keep the structure the same and begin by simply selecting a few of your best-performing ad groups, or 30-50 of the top-performing keywords.

    Translation

    Translating ads is costly unless you can do it yourself. I know that not everyone has the knowledge or confidence to do it on their own, so I usually recommend a free tool like Google Translate. Even as a native speaker, I use this tool to double check my own work.

    Free tools like Google Translate do a great job, but can be very time-consuming if a large amount of keywords or ad copy translation is needed. One of my favorite hacks in Google Sheets is using the Google Translate function. GoogleTranslate allows you to, in seconds, translate everything efficiently.

    Screen Shot 2021-07-22 at 12.36.20 PM

    I always suggest having a native Spanish speaker double check your work if possible because, like all languages, the meaning and words can vary greatly, depending where you are from. 

    I attended the Women in Search and Digital Marketing Speak My Language Conference and learned that the word we use in the United States for pants is not the same everywhere else. If you were to use that same word in the United Kingdom, you would instead be referring to underpants.If you are a clothing retailer in the United Kingdom, this is vital information. You could be bidding on a word with incorrect intent, missing out on all the good clicks by not using the proper term — trousers. That is just one example of the importance of using the correct verbiage in a multilingual country. Within the Spanish language, 20 countries are represented, and so a term as simple as bus may be completely different elsewhere, depending on your country of origin.

    Even if you do not have a Spanish coworker or friend to assist you, there are some noteworthy places to ask for help. Twitter and Reddit have large communities with people from all over the world to help translate or double check your work.

    Screen Shot 2021-07-22 at 12.38.44 PM

    Important Ad Copy Considerations

    Crafting the correct ad copy is important when reaching any audience, but crafting the perfect message in a language that may not be your own is a Herculean task. Thankfully, the Spanish speakers in the United States are an easy audience to work with. Though they are used to consuming their online media in English, the majority are at home speaking purely Spanish, or at least bilingually, with low expectations in regards to the quality of the online content. Fifty-two percent are using English browser settings, not as a preference, but because they have no other choice. 

    Screen Shot 2021-07-22 at 12.42.59 PM

    When viewing ads, 88% of Hispanics will pay attention regardless of language when it includes an aspect of their culture. Obviously, the best practice here is to translate your ads 100%, but I also believe it is ok to translate 50% or even to not translate at all. The goal we are trying to achieve here is to show searchers quality information the first time they try looking for it. In the SERP, it is ok to have an English ad pointing to a Spanish keyword, because you will most likely be one of the few trying to fight for that space and make it to the top. It is better to have a well-written English ad than a Spanish ad with mistakes.

    Screen Shot 2021-07-22 at 12.48.16 PM

    Mobile 

    Hispanics spend two more hours per week using their smartphones than all other demographics in the United States. Having a mobile plan is key to reach this audience. In fact, 68% of Hispanics who are searching on Google do it on a mobile device. Bidding higher on mobile, crafting mobile-specific ads, and creating Call-Only Campaigns could prove very successful as a bilingual mobile strategy.

    YouTube

    Advertising on YouTube is an essential part of reaching the Hispanic audience of the United States. Why? Because according to Neilsen, more Hispanics watch YouTube than any other cable network. When creating video content, we have good news — there is no need to translate these ads (which is a much more complex endeavor than text translation). Sixty percent of Hispanics watch content in English the majority of the time. Don’t forget to award yourself bonus points for including aspects of Hispanic culture to videos targeted to this audience!

    What I find is interesting is how 75% of Hispanics use YouTube to learn about new products and to make informed purchasing decisions.

    As you can see, Spanish PPC is a powerful way to connect with new users without having to break your formula or the bank. It also has another huge benefit — it opens the door to making searching online accessible for all. By simply translating or including elements of a different culture into keywords and ads, we are extending an open invitation for people to feel comfortable and catered to when searching online.

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  • Tips, Hacks, Strategies & Examples – Advertise

    Tips, Hacks, Strategies & Examples – Advertise

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    As more people opt for quick and engaging visuals that instantly capture attention, so does the number of brands who include short-form video content (or shorts) in their digital marketing strategies. YouTube Shorts offer eCommerce businesses a powerful platform for capitalizing on these bite-sized video consumption trends. 

    The bottom line is this format is versatile for storytelling, showcasing products, and driving audience engagement, making it a critical digital marketing tool.

    But is it for everyone? 

    This post will answer exactly that! We will explain everything you need to know about using YouTube Shorts videos for your brand and why you absolutely should, and include some inspiring YouTube Shorts examples throughout. 

    Let’s jump in!

    Understanding YouTube Shorts

    Similar to TikTok, YouTube Shorts cater to the growing demand for quick, engaging content and provide a new way for users to connect and share on the platform. 

    Simply put, they are short-form videos on YouTube that allow creators and brands to upload content up to 60 seconds in length. And unlike regular YouTube videos, Shorts include vertical video perspectives, unlike the horizontal mode of longer videos on the platform. 

    Integrated within YouTube’s vast ecosystem, Shorts are no more than a minute long and were designed to enhance visibility and reach, particularly among younger audiences. They can be viewed on YouTube’s homepage, the app’s Shorts tab, and on channel homepages.

    Debuted as a beta in India in September 2020, YouTube Shorts is riding the wave of rising popularity for short-form video content. Following its success, the feature went global, with an extensive rollout that started in March 2021. Since then, brands such as Fashion Nova have been jumping onto the YouTube Shorts video bandwagon. 

    eCommerce youtube shorts example brand Fashion NovaeCommerce youtube shorts example brand Fashion Nova

    YouTube Shorts Statistics 

    • By the end of 2023, YouTube Shorts hit 70 billion daily views
    • The average time spent per day on YouTube increased since adding Shorts, which is now around 48.7 minutes 
    • The largest age group using YouTube is between 25 and 34
    • YouTube has the highest average session duration compared to other platforms 

    average session time for YouTube average session time for YouTube

    [Source: Data Reportal] 

    Talking about comparing…

    YouTube Shorts vs. TikTok vs. Instagram Reels 

    YouTube Shorts, TikTok, and Instagram Reels each carve out their niche in the growing consumption of short-form video content, targeting different audiences with various content styles. While TikTok is designed to captivate with highly creative, trend-setting content, Instagram Reels’ integration with its social media features capitalizes on an established user base. 

    YouTube Shorts, on the other hand, leverages the extensive YouTube ecosystem, offering videos up to 60 seconds that benefit from YouTube’s powerful search and recommendation algorithms.

    Let’s take a quick look at each of its main distinguishing features.

    YouTube Shorts 

    1. Unique features. Being part of YouTube means users get long-form and short-form content on one platform.
    2. Content style. Matches YouTube’s wide-ranging vibe and is less about casual clips and more about variety. 
    3. Marketing advantage. Access to YouTube’s well-established, unique audience and the ability to use Shorts to promote long-form content without needing to send users to another platform.
    4. Video length. 15–60 seconds. 
    5. Demographics. Most (21.3%) Shorts viewers are aged 25 to 34. 

    Gymshark is a brand that understands the advantages of YouTube Shorts and dominates with them. Take a look at the view metrics for some of their latest Shorts. 

    YouTube Shorts for businesses example YouTube Shorts for businesses example

    TikTok 

    1. Unique features. From green-screen effects to image carousels, TikTok is packed with unique features. 
    2. Content style. Although content styles change a lot with changing trends, authenticity is a key content must. 
    3. Marketing advantage. Significantly boosts brand visibility and engagement through viral Shopping content. 
    4. Video length. 15–60 seconds. 
    5. Demographics. The majority of TikTok users are aged between 18 and 34. 

    You can read more about TikTok in the following guides: 

    Instagram Reels 

    1. Unique features. From easy-to-use text, AR filters, creative tools and audio, to Meta’s powerful reach, Instagram Reels are a quick way to get branded, short-form content. 
    2. Content style. Generates more refined content than, say, TikTok, but still veers toward authenticity.  
    3. Marketing advantages. Instagram Reels’ direct shopping capabilities (such as tagged product videos) offers advanced product discovery.  
    4. Video length. Up to 90 seconds. 
    5. Demographics. The biggest pools of users are between 18–24 and 25–34 years old.

    You can read more about Instagram Reels in the following guides: Instagram Reels for Business: Tips, Hacks, Strategies & Examples and 9+ High-Performing Instagram Ads Examples to Steal.

    YouTube Shorts Benefits 

    Now, let’s quickly explore the distinctive features and opportunities YouTube Shorts offer eCommerce marketers! 

    A Gateway to Richer Content

    Being part of YouTube means that Shorts serve as a gateway for discovering long-form videos — allowing eCommerce brands to blend short and long videos. This enables you to accommodate varying consumer interests, turning short video viewers into channel lovers, and, ultimately, product buyers. 

    More Evergreen Content Opportunities

    Unlike other, more momentary channels, Shorts remain accessible indefinitely, enhancing long-term visibility. This means that your evergreen Shorts will continue to attract views and other content engagements months after posting. 

    Broader Audience Reach

    Launching within YouTube’s massive user base, Shorts instantly tapped into a broader audience spectrum. By leveraging this reach, you can pinpoint and engage specific segments to refine your targeting strategies and ensure content consistency that resonates with existing subscribers while appealing to potential customers.

    Wider Audience Engagement 

    The wide demographic reach highlighted above also means that brands have the opportunity to engage with broad audiences, from younger short-form enthusiasts to older audiences that other platforms (like Reels or TikTok) may not appeal to. This enables more tailored content strategies that appeal to professionals, older generations, or specific consumer interests.

    Stability and Trustworthiness

    Lastly, because YouTube is a well-established platform with a longstanding reputation, Shorts is a stable and trustworthy channel for eCommerce marketing. The lower risk of unexpected restrictions or disruptions allows for a more secure investment in content development.

    How to Get Started with YouTube Shorts

    To start your YouTube Shorts strategy off right, you need a blend of creativity and strategy. Let’s outline the key steps you need to take to kickstart your journey, from establishing your presence with a dedicated YouTube channel to crafting and sharing your first engaging Short.  

    1. Create a YouTube channel. If you haven’t already set one up, you will need a YouTube channel to post Shorts. (You can follow our guide on doing just that, here.) 
    2. Download the YouTube app. You will want to ensure you have the latest version of the YouTube app to take advantage of the newest Shorts features. Use the Shorts camera in the YouTube app for easy recording, video editing, and music uploading.
    3. Build your YouTube Shorts content plan. Here, you can identify critical product features, upcoming promotions, trending topics, and customer success stories that align with your brand’s narrative, and build your content plan accordingly. 
    4. Record your Short. Your YouTube app’s Shorts camera allows you to record video. Ideally, record in segments, adding each part to create a complete video.   
    5. Edit your video and add tags. Next, you will use the YouTube app video editing tool to trim videos, add text overlays, or incorporate music. Then craft compelling titles that include keywords and hashtags to boost discoverability.
    6. Publish your Short. Finally, you are ready to publish, monitor, and engage with audience comments. 

    Here’s a comprehensive video made by YouTube creators on how you can create Shorts. 

    But you don’t have to start shooting everything from scratch — you can also make Shorts from your existing videos. Let’s quickly run through how. 

    How to Make YouTube Shorts from Existing YouTube Videos 

    To craft a YouTube Short from an existing video or livestream, whether it’s your creation or someone else’s, start by clicking the “Create” button beneath the video. Decide if you want to “Cut” a clip to maintain the original audio or create a fresh “Sound” for a personalized audio touch. 

    After selecting and refining your segment:

    • Hit “Next”
    • Input your Short’s specifics
    • Upload YouTube Shorts to share your snippet with the world

    Tips for Creating Engaging YouTube Shorts

    When you start creating YouTube Shorts from scratch, how do you best do it to boost engagement, brand awareness, and, ultimately, sales? In this section, we give you a few YouTube Shorts creation tips to get you started! 

    1. Grab Attention from the First Second 

    As with any short video content, you need to hook your audience early. For YouTube Shorts, this could mean starting with an intriguing question, a surprising fact, or a compelling visual within the first few seconds to grab attention immediately. 

    You also want to use engaging thumbnails to make your content stand out and elicit that click-to-view. Cosmetic giants Lush are experts at this. Here’s one of their most popular videos that catches your attention right away.

    2. Get Creative with Music and Effects 

    Other important elements of Shorts are royalty-free background music and sound effects. While it is essential to assume some viewers mute tvideos, you still want to make sure you create a vibe for those who do. A catchy tune or comedic sounds can go a long way to doing just that. 

    Here’s a YouTube Shorts example from Warby Parker’s YouTube channel. 

    3. Jump on Trends and Challenges

    Unlike longer videos, trends and viral content aren’t in short supply with short-form content! 

    Participating in trends is a good way to get traction with your Shorts. To keep your content plans relevant, you need to stay up to date with the latest trends and challenges on YouTube and other social media platforms. 

    You could create your own YouTube Shorts challenge to encourage community participation and sharing. Here are some of the more popular challenges: 

    • Ghost pepper challenges
    • Pancake art challenges
    • Random exercise challenges 
    • Try-not-to-laugh challenges
    • 7-second challenges
    • 24-hour challenges 
    • The-floor-is-lava challenges
    • Blindfolded makeup challenges

    You might also want to take advantage of some of YouTube Shorts’ newer features, such as COLLAB, to collaborate with creators, like-minded brands, and your customers for challenges. 

    Pro Tip: What Kind of Shorts Do Well on YouTube?

    Good news for eCommerce marketers: some of the most popular YouTube Shorts topics line up perfectly for product sellers and influencer marketing campaigns. These include makeup and beauty, entertainment, food and drink, video games, and sports. 

    Here’s a YouTube video breaking down some popular YouTube Shorts niches and how you can monetize them (as a creator) or steal them (as a brand). 

    4. Add Text for Clarity 

    Another Short video tip is using text and graphics for effect. 

    Text overlays are vital to emphasize important points or add context where audio can’t be used. In addition, including captions will make your YouTube Shorts more accessible to a wider audience, including those who prefer to watch videos without sound or those who are hearing impaired.

    In fact, more and more people report that they prefer videos with subtitles, with captions said to dramatically increase video engagement. One study found that as many as 80% of viewers are more likely to watch a video to the end if it has subtitles! 

    5. End with a Strong CTA 

    Like with any marketing element, you need a strong CTA to encourage interaction. You want your YouTube Shorts video to be clear, directing your viewers to like, comment, share, or subscribe, fostering engagement and building your community.

    And the more engagement and response your Shorts get, the more significantly you can boost conversions. They also help you gain invaluable insights into specific actions that you can use for other marketing elements. Here are a few examples to get you started. 

    CTA ideas for YouTube shorts CTA ideas for YouTube shorts

    Sometimes, your message needs just a few more words! Take Sephora, for instance. Even though this whole YouTube Short is a call to action to recycle beauty product containers, it still ends with a CTA note. 

    6. Experiment, Analyze, and Tweak 

    When it comes to any successful content marketing strategy, you want to continuously test, tweak, and analyze. This means experimenting with different content types and analyzing their results to mine for vital insights you can use to drive content ideas further down the line. 

    And don’t be afraid to experiment with different styles or types of content to see what resonates most with your audience. Then regularly review your Shorts’ performance analytics to understand viewer preferences and refine your content strategy. 

    Hacks to Maximize Your YouTube Shorts’ Reach

    Expanding your YouTube Shorts’ visibility is crucial to broadening your content’s reach and ensuring your Shorts captivate as many viewers as possible. Let’s look at some of the top ways you can do that. 

    1. Invest in a YouTube Video PPC Strategy 

    Last year, YouTube started rolling out Shorts placement for video action campaigns. They then started showing product feeds connected to these campaigns in Shorts, making them shoppable. This means that if you’re running YouTube video campaigns, you should already be seeing Shorts placement. 

    youtube short example youtube short example

    If you haven’t yet invested in eCommerce YouTube ads, now is the time. Not only to improve the reach of your Shorts, but to help boost traffic to your online store. 

    Looking to scale your business?

    Get Google Ads hacks for free (used by our 500K customers)

    2. Optimize for Discoverability

    You can put all the effort you can muster into your Shorts, but if you aren’t reaching the right viewer, you’re missing the mark. This is where discoverability optimization comes in. Here are a few ways you can do that: 

    1. Exploit keyword-rich titles and descriptions to improve visibility in YouTube search results 
    2. Add trending and relevant hashtags to increase the chances of being discovered by a wider audience 
    3. Interact with comments to boost engagement metrics and improve chances for YouTube’s algorithm to recommend your content 
    4. Leverage YouTube Stories and community posts to promote Shorts to existing subscribers and increase content engagement 
    5. Partner with other brands and YouTube creators to tap into new niche audiences 

    Talking about creators…

    3. Collaborate with Creators or Brands 

    Another way to get more eyes on your content is by collaborating with other people or brands. 

    By working with creators or influencers, or partnering with other brands, you can tap into their audiences and introduce your brand channel to potential new subscribers — and shoppers. Here are a few ideas to get you started: 

    1. Host a joint giveaway or contest with creators or brands whereby viewers need to engage with both channels 
    2. Leverage cross-promotion on social media to share behind-the-scenes content, teaser clips, or to simply promote the collaboration across your Instagram, Twitter, and Facebook profiles to maximize reach 
    3. Create a collaborative series of Shorts where you tackle topics, challenges, or create content that is relevant to both audiences

    Let’s say you’re a fashion brand. You could partner with a beauty influencer to create a series of “Complete the Look” Shorts. In each Short, you could feature the influencer styling a fashion item from your store with their makeup tips. This type of collaboration not only helps you reach new audiences. It helps you showcase your products while adding real value for your audiences and establishing your brand as an expert in fashion. 

    4. Leverage the Power of Thumbnails

    YouTube Shorts thumbnails may be small, but they are often the first thing a potential viewer will see. By creating captivating custom thumbnails for your Shorts, you are able to grab attention on and off the social media platform. 

    They also play a role in ensuring that the Shorts page of your channel is inviting and that all your content is easy to discover. Therefore, you want to ensure that you maintain a consistent style or branding across your thumbnails to make your content instantly recognizable and enticing for the view-click. Additionally, you may want to consider incorporating brief, compelling text overlays that tease the content of the Short or highlight the value within, further encouraging clicks. 

    Or not! The best approach is one that perfectly fits your specific brand, vibe, and market. Take a look at eCommerce giant ASOS’s Shorts feed, which does just that. 

    brand youtube shorts example brand youtube shorts example

    5. Consistent Posting Schedule

    Like with any marketing platform, consistency is key! By maintaining a regular posting schedule, you keep your audience engaged. The more engaged your audience is, the more likely YouTube will recommend your content. 

    If your aim is to quickly boost your account and catch that viral wave with your short-form videos, you may want to consider ramping up your posting frequency to two or three times daily. This may sound daunting — but you can start by repurposing your existing video content instead of starting from scratch. 

    According to SocialPilot, the best times to post on YouTube are displayed in the chart below. Of course, these are average estimates, so you should test and tweak optimum post times for your specific brand and audience. 

    best time of day to post on YouTube best time of day to post on YouTube

    Strategies for Driving Product Sales with YouTube Shorts

    This part of our guide is dedicated to outlining actionable strategies that can turn your YouTube viewers into customers. This means being able to capitalize on the dynamic and engaging nature of Shorts to boost your eCommerce success. 

    Through a mix of affiliate marketing, user-generated content, product teasers, and interactive demonstrations, these strategies are designed to not only capture attention but also to convert that attention into sales. 

    Let’s dive in. 

    1. Leverage Influencer Marketing and Affiliate Programs

    Influencer marketing and affiliate programs can be good ways to drive product sales from YouTube Shorts. Both enable you to leverage the vast reach and credibility of established online personalities and platforms.

    By partnering with YouTube influencers with niche audiences, you are tapping into their fans — fans who will trust their product recommendations. This also enables you to include more authentic endorsements in YouTube Shorts, which helps build product and brand trust while increasing visibility. 

    Similarly, offering an affiliate program for your brand helps you to promote products. Because it’s permanence-based, this can be a cost-effective strategy. It also gives you additional (valuable) data that you can use to drive our marketing strategies beyond just YouTube optimization. 

    Let’s say you’re an eCommerce brand specializing in sustainable fashion. You could collaborate with eco-conscious fashion influencers on YouTube to create Shorts videos showcasing how to style different pieces for different occasions. These influencers could then use your affiliate links in their video descriptions, directing viewers to purchase the outfits directly from the brand’s website. 

    This approach not only highlights the versatility and appeal of the products but also aligns the brand with the values of both the influencer and their audience, driving targeted traffic and increasing sales conversions.

    New to affiliate marketing? Here’s a guide from Shopify. 

    2. Showcase User-Generated Content and Testimonials

    Another way you can use YouTube Shorts to push product conversions is with UGC (user-generated content) or testimonials. This doesn’t have to be a huge undertaking. 

    For instance, you could encourage your customers to share their own Shorts using your products with a specific hashtag. Perhaps for an incentive like a promotional code or a free gift? Then, you could select the best Shorts to feature on your channel and/or offer further incentives for sharing. 

    This not only provides social proof but also builds a community around your brand, increasing trust and driving sales.

    For example, let’s say you are a beauty eCommerce store launching a new line of skincare products. 

    You could run a campaign asking your followers to post YouTube Shorts of their skincare routines featuring these new products, using a dedicated hashtag. You could offer a prize for the best video, like a month’s supply of skincare. You could then highlight these UGC Shorts on your feed and on other social media platforms to showcase real-life examples of product effectiveness, while cultivating brand loyalty and building trust.  

    3. Use YouTube Shorts for Product Teasers and Countdown Launches

    Short-form video content is a great element you can use to create anticipation and excitement around new product launches. By sharing teaser Shorts that highlight key features or unique selling points, it can be extremely effective. 

    Even better if it’s paired with a countdown series leading up to a launch date, which encourages viewers to subscribe and stay tuned for the reveal. This strategy not only generates buzz on your channel but primes audiences to cash out their carts on release day. 

    Let’s imagine that you are a tech eCommerce brand gearing up to launch your latest smartwatch. In the weeks leading up to the launch, you could release a series of YouTube Shorts, each unveiling a sneak peek of a smartwatch feature — like its sleek design, innovative health tracking, or seamless connectivity — without showing the full product. Each Short ends with a countdown timer to the launch, sparking curiosity and excitement. 

    In theory, by the time the final Short reveals the launch, the audience is already primed and eager to purchase, significantly boosting sales from the get-go.

    Pro Tip: How to Make a Good Product Teaser Using YouTube Shorts 

    1. Start your teaser with a question or a mysterious glimpse of the product to spark curiosity 
    2. Focus on one standout feature of your product in each Short to keep viewers interested 
    3. Add dynamic visuals and compelling music to create an emotional connection for each Short 
    4. Include a visual countdown in your Shorts to build anticipation  
    5. End each Short with a good CTA — encouraging viewers to subscribe or visit your website for the full reveal 

    4. Plan Interactive Product Demonstrations and Tutorials

    The last must-try strategy for driving product sales with YouTube Shorts is interactive product demos and tutorials. Short video content is a great medium to offer engaging tutorials or how-to guides that demonstrate the practical uses and benefits of your products. 

    To capitalize on every second and ensure and ensure your videos are relatable, you want to highlight the problems your products solve in everyday scenarios. Then, you could add interactive elements — such as asking viewers to comment on how they would use the product or what they want to see next — to enhance engagement and drive interest toward making a purchase.

    This is a Shorts strategy that Selena Gomez’s makeup brand, Rare Beauty, is crushing with. Sure, it helps that she hosts the tutorials herself, but the concept is still easily duplicatable on a smaller scale. 

    brands using youtube shorts brands using youtube shorts

    Final Thoughts: Measuring Success with YouTube Shorts

    No matter which YouTube Shorts tip or hack you use for your short video planning, the metrics will matter in a big way. Not just for the success of your Shorts but your overall video marketing strategy. This goes for all your Shorts, even those posted in collaboration with your YouTube Shorts creators.

    From the time you (or a short creator) uploads YouTube Shorts to the app, you should be keeping track of their performance. Metrics such as view count, likes, comments, shares, and subscriber growth provide insights into how effectively Shorts are resonating with audiences. Additionally, monitoring the watch time and audience retention rates can help identify which short video content keeps viewers engaged the longest. 

    This data-driven approach ensures continuous improvement and maximization of the Shorts platform’s potential for growth and engagement.

    Tip: YouTube Analytics Metrics to Keep an Eye On 

    Here are some of the YouTube analytics data points you can use to measure the success of your Shorts videos: 

    • Views 
    • Likes and dislikes 
    • Comments 
    • Shares 
    • Subscriber growth 
    • Watch time
    • Traffic source 
    • CTR (of links in short video description) 
    • Audience demographics 

    Let’s say you’re a small business specializing in eco-friendly home goods, and you decide to leverage YouTube Shorts to showcase your products and share sustainability tips. After posting consistently for a month and seeing good daily metrics, you start analyzing your Shorts’ performance to gauge success.

    You pinpoint a short, 30-second clip demonstrating a zero-waste kitchen hack using one of your products that significantly outperforms others, with 20,000 views, 500 likes, and numerous shares and comments praising it. The analytics also show that this Short led to a 10% increase in channel subscribers and drove a noticeable spike in traffic to your product page linked in the video description.

    The success metrics — high view count, engagement rates, and direct impact on subscriber growth and website traffic — highlight the effectiveness of this Short, which you can, yes, use to plan content ideas in the future. But it’s useful for more than just content planning. Successful engagement and view feedback can also drive our product development and marketing strategies on other platforms — such as your Google video ads!! 

     

    Nicole Blanckenberg

    Nicole is a content writer at StoreYa with over sixteen years experience and flair for storytelling. She runs on a healthy dose of caffeine and enthusiasm. When she’s not researching the next content trend or creating informative small business content, she’s an avid beachgoer, coffee shop junkie and hangs out on LinkedIn.

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  • Why Launching an Affiliate Marketing Program Could Be Your Best Strategic Decision – AffiliateMarketing

    Why Launching an Affiliate Marketing Program Could Be Your Best Strategic Decision – AffiliateMarketing

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    In today’s digital-first economy, businesses are continually seeking innovative strategies to drive growth and enhance their market presence. An affiliate marketing program, often underutilized, presents a unique opportunity to achieve these goals. This model not only extends your brand’s reach but also aligns your marketing efforts with performance, making it a cost-effective solution. Here’s why establishing an affiliate marketing program might just be the perfect move for your business.

    Broadened Reach and Visibility

    Affiliate marketing amplifies your brand’s visibility exponentially. By partnering with affiliates who have their own dedicated audiences, you tap into new markets and demographics, extending your reach far beyond traditional marketing channels.

    Key benefits of expanded reach:

    • Access to diverse audiences across various platforms.
    • Increased brand awareness through affiliate networks.

    Cost-Effectiveness and ROI

    One of the most compelling aspects of affiliate marketing is its cost-effectiveness. You pay for performance, meaning costs are directly tied to results, typically in the form of commissions for sales or leads generated.

    Financial advantages of affiliate marketing:

    • Lower upfront marketing costs compared to other advertising models.
    • High ROI as payment is contingent upon actual sales or conversions.

    Leveraging Credibility and Trust

    Affiliates often have established relationships with their audiences, built on trust and credibility. When these affiliates endorse your products or services, their audiences are more likely to respond positively, enhancing your brand’s credibility by association.

    Building trust through affiliates:

    • Positive endorsements from trusted affiliates can significantly influence consumer decisions.
    • Authentic reviews and testimonials from affiliates add value to your offerings.

    Enhancing SEO Through Backlinks

    Affiliate marketing can indirectly boost your SEO efforts. Quality backlinks from affiliates’ websites to yours can improve your site’s authority and search engine rankings, driving organic traffic.

    SEO benefits of affiliate links:

    • Improved site authority through quality backlinks.
    • Increased organic traffic and potential for higher search engine rankings.

    Scalability and Flexibility

    An affiliate marketing program offers remarkable scalability. You can start small and expand your affiliate network as your business grows, adjusting your strategy and commission structures along the way.

    Scalability features of affiliate marketing:

    • Easy adjustment of commission rates and terms based on performance.
    • Capability to expand or refine your affiliate network to suit evolving business needs.

    Conclusion

    For businesses looking to enhance their digital marketing strategy, an affiliate marketing program offers a blend of reach, cost-effectiveness, credibility, and scalability. It’s a strategic move that aligns marketing efforts with business outcomes, ensuring that every dollar spent contributes directly to your growth. Considering the myriad benefits, launching an affiliate marketing program might indeed be the perfect move to propel your business forward.

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