If your brand has good video content but only a mediocre YouTube following, this can maximize your brand's social outreach across YouTube.
YouTube wants to remain your brand's top video marketing component on the web, and proof of that comes via one of its newest, most opportunistic features to date: Associated Website Link Annotations.
While YouTube has allowed clickable annotations within videos for quite some time, those hyperlinks supported by the social video platform have been limited solely to internal links. So, if you wanted to add an annotation linking out of YouTube to, say, your brand's official website or merchandise store, you wouldn't be able to. But this is no longer the case.
Now, assuming your brand is already part of YouTube's partner program (which it should be considering the program is free and highly resourceful), you'll also need to verify that your channel(s) is the official representation of your brand on YouTube. After both of those have been done, your brand can then insert the clickable annotations to link out of YouTube and drive even more traffic to your site, or to whatever site you are pushing said traffic to.
To create Associated Website Link Annotations, navigate to your Settings in YouTube, click on "Associated website" under channel settings, and follow these steps:
Sure, there are detailed community guidelines and terms of service policies that need to be followed to ensure proper use and publishing of both your brand's videos and Associated Website Link Annotations, but in the end, this new feature helps both YouTube and its users in different but equally important ways.
The benefits of this are clear, and brands should embrace the opportunity, especially those with video-rich content to offer. If your brand has good video content but only a mediocre YouTube following, this can maximize your brand's social outreach across YouTube. If your brand's YouTube page is outstanding but visits to your brand's official website or merchandise page are struggling, this can certainly help improve that.
It should also be noted that when a user clicks an annotation in a YouTube video, whether it be an external or internal link, video playback stops, which can impact watch-time metrics.
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Crispin Sheridan is the Senior Director, Global Search at SAP. As part of the digital team, he established and leads the search and testing practices at SAP. Crispin is responsible for paid, natural, and mobile search and all online testing. Search and testing at SAP are fully centralized and globally funded and run under a hybrid in-house and agency model.
Crispin has proven that search learnings and keyword insights work hand in hand with social media marketing and together can effectively drive B2B lead generation. Furthermore, the development of the SAP.com Test Lab has contributed significant success to SAP's digital marketing efforts.
A frequent guest speaker at conferences, including SES New York, San Francisco, Toronto, London, Delhi, Shanghai, and Hong Kong, Crispin was appointed to the SES Advisory Board in December 2009. He has also been a guest speaker at the e-Metrics Summit and ad:Tech, and is a member of Google's B2B Technology Council. You can follow him on Twitter at @crispinsheridan and read his monthly SEO column on ClickZ.
IBM Social Analytics: The Science Behind Social Media Marketing
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An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
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