Acquisition Channel Opportunities: YouTube, Microsoft, Ads
This week I've analyzed over 2300 marketing articles and identified 3 acquisition channel opportunities that can help you get more paying users:
1. YouTube gives new videos more exposure
- If you create TikTok videos you might go viral within the app with TikTok giving you thousands of views.
- This is almost impossible with YouTube.
The reason: If you've read my research on acquisition channels, you'll know that YouTube, unlike TikTok and other platforms, doesn't have a way to give new videos increased exposure (TikTok does it with a "for you" tab where they show new videos from people you've never interacted with).
The change: YouTube is now actually adding a "new-for-you" tab to their mobile app. The tab will show you videos from people you've never interacted with, but might be relevant to you based on your search history.
The opportunity: If you're making YouTube videos, you know how difficult it is to generate traffic on YouTube. This is a welcome change that makes YouTube slightly more like TikTok. Instead of admitting this, YouTube's official reason for this change was users complaining to YouTube about stale content recommendations. So maybe TikTok is driving this trend, with people wanting to see fresh content from creators they haven't interacted with before.
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2. Microsoft rolls out new type of search ads. Use them if you have a product that you can show in action
The details: They're called Multimedia ads, and they'll appear in Bing search results. Contray to popular belief, Bing has less then 3% of the global search engine market. Here's how they look like:
The opportunity: As you can see, you can insert images, as well as choose where your text shows up, below or inside the image. With every new ad format, there's a temporary period where users are more open to viewing them just because they haven't seen it before; so if you want to experiment with search ads and get high CTRs (at least temporarily), definitely give this a go.
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3. Which countries like ads the most? Here's some data
Alex Bauer, Head of Product Marketing and Market Strategy at BranchMetrics, released an interesting breakdown of ATT statuses by geo.
What does it mean: For every country, it shows what percentage of people clicked "Yes" on Apples' dialog on an app showing them more personalized ads.
The opportunity: More people clicking on 'yes' = more personalized ads being showed to them. Knowing this can vastly change your advertising strategy. For example, for Brazil, you might want to experiment with more personalized landing pages; for Netherlands, you might to try less-intent-galvanized page, where you know that people who land on it won't be really interested in your product.
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Funny how YouTube tab name "new for you" is similar with TikTok's "for you" section. Says where they got their inspiration from ;)
Platforms copy each other all the time.
Haha definitely, looks like they've finally realized discovery is almost impossible on their platform and now they're trying to change that.
I also found that people in eastern countries are more open to ads than western countries (Brazil vs. Germany, for example). The reason for this seems to be saturation; the competition is fierce in Germany/US where you're bombarded with ads and the last thing you want is yet another ad.
This is also due to western marketers (in general) having better skills than eastern marketers.
Makes sense.
So Microsoft is orchestrating the return of the banner ad into search results. Will be interesting to see if these get decreased CTR because of banner blindness.
I think there will be a temporary period of increase CTRs because of the newness factor, and then banner blindness will set in.
This will be really interesting to see.
Funny, we have just some stuff that helps with getting traffic on YouTube, the biggest thing you can do is make videos in a niche with a low supply but that
New for Youis a welcome change for us as we've just started with the videos 😁If you're interested here is a link