Today’s 18-54 year old moms are super busy. Google recently commissioned a study with TNS and Ipsos and found that of moms who watch videos online, almost 50% turn to online videos to help them with life’s “how to” questions. They are more likely, according to the survey, to watch “how to” content on YouTube than the average YouTube viewer.

US Marketing’s Google Agency Representative likes to say “YouTube is not just kitty cats on surfboards today,” and he’s right. The YouTube study referenced here explored three specific mom categories:

  1. Fashion (for herself).
  2. Baby/kids products (for her children).
  3. Cars (for her household).

Barrie, a 34-year-old mom: “When I was trying to figure out what kind of a stroller to buy, I went to YouTube. They had videos that showed how the strollers work—how they open/close, how the seat moves back and forth, how it goes in and out of the car. They have people actually demonstrating how heavy this is. Those are the things I want to look at before I buy it.”

While brands like Graco can certainly help educate consumers with a YouTube channel, Graco and many other brands still miss the mark because they fail to actually “advertise” on YouTube which is owned by Google. While Gracobaby.com has a significant Google paid advertising campaign, it appears to focus only on car seats and not strollers.
Brand Marekting with You Tube

YouTube provides TrueView in-stream ads run on videos served on YouTube or within Google Display Network videos, games, and apps. YouTube is the second most used search engine behind Google itself. These ads may also run on YouTube videos that are embedded on other sites. They can also appear on Android and iOS YouTube apps, as well as m.youtube.com (on iPad and Android).

Viewers can choose to skip the video ad after 5 seconds. If they choose not to skip the video ad, the YouTube video view count will be incremented when the viewer engages with the video ad, watches 30 seconds of the video ad (or the duration if it’s shorter than 30 seconds), or engages with your video, whichever comes first. Video interactions include clicks on the call-to-action overlays (CTAs), cards, and companion banners.

I’m not picking on Graco. To be fair, I’m not privy to their brand marketing and digital advertising strategies. It could be that Graco made the decision to cede to the digital “stroller” space to competitors like babiesrus.com , JC Penney, Amazon and others. A Google search I performed for the keyword “stroller” shown in the graphic below shows there are 38,800,000 results. While gracobaby.com does appear at the bottom of the page organically, their competitors clearly dominate in Organic, Paid, and Google Shopping picture ads.

Finally, it’s worth noting that even if you rank #1 in Organic Search Engine Ranking Position (SERP), having a Pay Per Click (PPC) ad on that page as well improves traffic by 50%. If you rank #5 or lower in Organic SERP, PPC exposure can boost your traffic by 96% (Source: 451 Marketing and Google’s Research Blog). This is why the top organic brands also have paid ads on the same page as part of their brand marketing effort.

If your brand marketing team believes it doesn’t need paid advertising on YouTube, Google Shopping, and Google Display, it is likely making a mistake for the following reasons:

  1. You will miss 50% of your relevant traffic by pursuing an SEO only strategy even if you rank No. 1 in Organic search.
  2. While your brand will benefit from an educational channel on YouTube, the number of searchers finding your channel will pale in comparison to those that will see your brand if you also advertise on YouTube.
  3. There will continue to be seismic shifts in SEO both because Google will continue to update its algorithms to ensure relevant search results that are not “hacked” by unscrupulous SEO providers and “paid” reviewers which are now being publicized on national broadcast news (such as ABC National News with David Muir).

Google Page

Sources:
Think with Google How Moms Use YouTube Videos: New Trends and Insights
Wall St Jr CMO Today Forrester: US Online Display Ad Spending will Nearly Double by 2019
Amazon sues alleged reviews-for-pay sites
Google Sues Local Lighthouse and SEO Firm for False and Misleading Practices
Amazon Cracks Down on More Than 1,000 Alleged Fake Reviewers
ABC National News Oct. 19, 2015 on Crackdown on “paid” reviewers on Amazon