A few days ago we announced Youtube’s plans to jump on the bandwagon of snackable audiovisual content with Youtube Shorts; today, we tackle the new twist of the online video giant: the brand new Youtube Video Builder. This tool allows brands to edit short videos quickly without deploying many resources, and it is still available in the beta version.
How does YouTube Video Builder work?
The requirements for using YouTube Video Builder are basic: organizations must have their own YouTube channel, have quality images and logos to include in the video, and use the latest version of the Google Chrome browser.
Using static images along with the music and sound effects available on the YouTube library, brands can create 6, 15 or 16-second videos easily and free of charge. The editor allows the user to choose from different templates that vary depending on the message they want to convey and the objective of the campaign that it will be part of. In addition to the images and sound, the texts can be customized, the type of font (among those available in the editor), the order of the elements and the CTAs.
Find next the explanation of the steps to edit the videos:
YouTube notifies that the Video Builder is in beta phase, therefore the options available may vary. Nevertheless, on the right corner of the editor, it is possible to send feedback or notify any problem directly to the YouTube development team.
The great advantage of YouTube Video Builder is that it speeds up the creative process with satisfactory results, something that, given the current situation, many companies need. With the mobility restrictions and the urgency of communicating new messages, many brands find themselves in a difficult position to create quality videos that can be used in campaigns within the audiovisual environment.
Patricia Lozano, Audio, Video & Connected TV Senior Digital Marketing Consultant at Labelium Group
Find below an example of the type of short videos that can be achieved using the YouTube Video Builder:
Good practices to create effective videos
When using YouTube Video Builder, it is important to remember Google’s good practices regarding video creation. The ABCD mnemonic rule summarizes the fundamental elements to design the creations:
- Attract: it should draw attention to itself from the outset.
- Brand: one must take care of the inclusion of the brand. To strengthen the brand recall, it is better to have it present in the very first seconds, on the other hand, if the goal is to build awareness, it can appear a few seconds later.
- Connect: now more than ever, it is advisable to seek a connection with the audience through clear messages and simple storytelling in which the image and the audio work together.
- Direct: the video has to invite the user to take action by including a CTA.
YouTube, a key environment for video campaigns
These types of short videos are perfect for launching direct and very specific messages to an audience that is more involved than ever in their online experience. For this reason, 81% of video ads on YouTube capture the user’s attention, according to the Google/Ipsos Video Mobile Diary study conducted in the United States.
We are in front of a very receptive audience, which is actively looking for audiovisual entertainment. The clips that can be created with Youtube Video Builder fit perfectly in formats such as bumper ads or TrueView, whose effectiveness is more than proven in campaigns with TOFU objectives.
Patricia Lozano, Audio, Video & Connected TV Senior Digital Marketing Consultant at Labelium Group
The obligatory confinement practically at global level comes to reinforce a trend that was already growing: the widespread use of Video-on-Demand platforms. Statista’s data shows that the coronavirus crisis has led to an increase in video consumption on YouTube for more than half of the users surveyed in the United States.
Thanks to YouTube Video Builder, brands have more facilities at their fingertips to reach an audience increasingly avid for audiovisual content.
