Creative ideas have engendered great YouTube ads. But in what way has the switch towards Marketing Innovation channel of digital video altered the creative process?

1. REDEFINITION OF A VIRAL VIDEO
YouTube is a very similar to success in the music industry. It implies trying to find a sustainable audience which is very reactive to every new posted song or video. The key to success is to really be able to identify what the implication does the term ‘viral’ have to your brand through interrogations like: what is the scale of your audience to the nearest million? What are your key metrics? Views, engagement and conversions etc.? You should aim at setting up a content library geared towards engagement maximization all through the consumer journey. A good example would be Johnson & Johnson Consumer’s CLEAN & CLEAR® is a fantastic example of that.

2. “USER EXPERIENCE” SHOULD BE A MIND-SET
Brilliant creatives have mastered user experience. As they perform the creation process, they tend to deviate from conventional tracks to better deliver as regards to what the audience really wants. Emily Anderson compares watching a video in a studio with high-performance audio system to the sound on laptop speakers. Finally the setting in which your audience watches a video may turn out to be as can be just as significant as the content itself.

Google’s Art, Copy & Code recently unveiled Unskippable Labs to test with what mobile context means for video ads. Its first experiment with Mountain Dew® Kickstart™ revealed that it is not a requisite that mobile video ads need to be short and sweet. They may be longer, richer, and less linear than conventional ads and still positively influence brand lift.

3. FAVOR DUAL-WAY DIALOGUE ENGAGEMENT
YouTube comments are viewed as a source of inspiration instead of a source of frustration. Turning off comments is not recommended as brands would be seeing YouTube as a single-way communication rather than an occasion for interaction. Instead , it is better to turn on comments and think how video can be used to view that you care.

4. TURN YOUR DIGITAL STORYTELLING IN SUCCESSIVE CHAPTERS
Storytelling has evolved in new-age digital era. Rather than narrating one story in a single video and uploading it once on YouTube, brands and creatives are encouraged to feature stories that can’t be “contained.” In other words, try to develop an idea and create the next chapter based on your audience’s reaction. YouTube offers a broad spectrum of unlimited possibilities. Films and series are being developed to provide agencies and brands with the competitive and creative edge they are looking for. There exist more accessible formats, options, and tools than ever before. Creatives who are shaping the future of video should consider what kind stories they you want to tell. The trend is on…