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1、4 Content Tips to Maximize Your YouTube Budget this Holiday SeasonAn Insights Study from Pixability Pixability The Holiday Space on YouTubeTable of ContentsTip#1Start Your Holiday Content Strategy Early05Tip#2Drive Interest and Trust with Creators10Tip#3Increase Engagement with Short-Form Video13Tip

2、#4Focus Your Video Strategy on Trending ContentTakeawaysKey Takeaways For Advertisers17AppendixAbout Pixability 21204IntroductionIntroduction0322Data Methodology23 Pixability IntroductionWhile it may feel early to start thinking about the Q4 holidays,many brands are busy planning their end-of-year c

3、ontent strategies to reach holiday shoppers and maximize sales.And as nearly 80%of consumers say they use YouTube for shopping and browsing,YouTube is one platform brands cant afford to skip this holiday season.However,with so much content and so many brands vying for attention,its important to crea

4、te videos that stand out and resonate with viewers.We analyzed the performance of Pixability-run YouTube ad campaigns,Googles holiday trend data,and public YouTube data to uncover tips and tricks for driving interest and action for your brand on YouTube.Source:Google Pixability 3 Pixability 8.8M Tot

5、al Videos6.2K Total Channels1.8%Average Engagement Rate68 BILLIONVIEWSIN 2022-2023 YTDThe holiday space on YouTubeSource:PixabilityOne and YouTube API public data|January 1 2022-June 15 2023Metadata contains holliday keywords4 Pixability The way holiday shoppers will behave this year has shifted as

6、todays consumers have become more intentional.50%of consumers plan to start their holiday shopping before November,and according to Google,on average,consumers need 10 touchpoints to evaluate purchases.50%of Consumers Plan to Start Their Holiday Shopping Before NovemberSource:eMarketer;Google5Start

7、Your Holiday Content Strategy Early Tip#1 Pixability While Consumers are in Research Mode,Sell Them on Your Brand Value and DifferentiatorsWhile highlighting peak shopping deals and promotions in your creative can be a great way to drive immediate action closer to the holidays,successful brands shou

8、ld kick off their content strategy early and sell shoppers on the value of their products.Google recommends testing online ratings and reviews in your holiday creative to help build consumer confidence in large purchases.Additionally,“Shop with me”videos have grown on YouTube by 35%year-over-year,fu

9、rther solidifying the need to partner with creators to drive the authenticity of your brand and products.Source:Think With Google7 Pixability CLICK THROUGH RATES BY AD FORMATOnce Consumers Have Switched to Purchase Mode,Leverage Video Action Campaigns to Drive Click Through Rates and Conversions VAC

10、 Click Through Rates are 18%Higher On Average In H2 Compared To H1PixabilityOne and Pixability client data|Date:Jan 2022-March 2022&Jan 2023-Dec 2022H1H28 Pixability Connect your Product Feed to VAC to Prompt Immediate Action in November and December75%of viewers say YouTube enhances the traditional

11、 shopping journey by delivering unexpected inspiration.+60%Advertisers who add product feeds to their Video Action Campaigns achieve 60%more conversions at a lower cost.Source:Google,Talk Shoppe970%of shoppers say YouTube helps ensure they“feel good about the purchase they made.”Drive Interest and T

12、rust with CreatorsTip#2 Pixability Pixability Did you know that 81%of consumers say that content from influencers drives interest in an item or service?Not to mention 89%of viewers agree that YouTube creators give recommendations they can trust.81%Pixability 11Source:Marketing Dive;Think with Google

13、 Pixability VIEWS BY CHANNEL TYPERISING KEYWORDSGROWTHhow to style curly hair5000%3a curly hair routine120%shower routine50%ENGAGEMENT BY CHANNEL TYPEViewers are More Likely to Turn to Creators Over Brands for Top Holiday Content on YouTubeSource:PixabilityOne and YouTube API public data|November 20

14、22-January 2023|Top 250 Holiday videos(by views)Video title contains holiday keywords12Within top holiday content,90%of views come from creators with an engagement rate of 3%,more than 35X the engagement rate of top holiday videos from brands.For your holiday content strategy,try partnering with an

15、influencer to create authentic and engaging content for your brand.By allowing influencers to create content that aligns with your brand,youll create a more organic and genuine connection with your target audience.Creators cover all categories within holiday content-including Feelgoodfoodie(Food&Dri

16、nk,8M holiday views),MrBeast(Hobbies&Interests,21M holiday views),and Sydney Morgan(Beauty,11M holiday views).Increase Engagement with Short-Form VideoTip#3Why Focus on Engagements?Being able to see viewer interactions(likes,dislikes,comments,shows which videos are resonating most.With this availabl

17、e data,brands can see which content to produce more of(and which content to produce less of)The YouTube algorithm uses engagements to recommend videos to viewers.If a video has high engagements,it is more likely to be recommended as a video to watch if a viewer has been watching similar content Evid

18、ence suggests that videos with high engagements and sufficient views(dependent on channel)tend to increase subscriber growth more than videos with high views and low engagements14SUBSCRIBER GROWTHYOUTUBE ALGORITHMVIEWER PREFERENCES Pixability We found that YouTube viewers prefer short-form holiday c

19、ontent(less than 60 seconds)over long-form content:Short-Form Holiday Content Sees Engagement Rates Nearly Double the Holiday AverageVIDEO LENGTH BY ENGAGEMENT(TOP 250 HOLIDAY VIDEOS)Source:PixabilityOne and YouTube API public data|November 2022-January 2023|Top 250 Holiday videos(by views)Video tit

20、le contains holiday keywords15Videos 30-60 seconds saw a 1.8X higherengagement rate than top longer-form holiday videosVideos 30-60 seconds showed both the highest engagement rate and the highest total engagements Top holiday content under 30 seconds saw the next highest engagement rate and total en

21、gagements Pixability YouTube Shorts Has 2B Monthly Users With 50B Daily Views,Giving it an Edge Over TikTok and Instagram ReelsMaking Shorts a valuable tool for advertisers looking to build brand awareness,promote a new product or service,or connect with your audience on a deeper level.Thats great n

22、ews for holiday advertisers,as consumers in the mood for product discovery gravitate towards Shorts because theyre easily discoverable and provide an immersive experience.Source:Google;TechCrunch2B Monthly Users16 Pixability Shortsmas is a spin on the traditional Vlogmas holiday trend in which creat

23、ors upload YouTube shorts every day during the month of December instead of traditional long-form vlogs.Videos containing#shortsmas reached 2.3B views and a 3.9%engagement rate,about twice as high as the overall holiday engagement rate.Shortsmas content spanned across a variety of content types and

24、categories,proving it to be successful in many variations.Tap into Short-Form Content with the Emerging Trend:#shortsmas,Which Reached 2.3B Views During the 2022 Holiday SeasonCleaning Up a Christmas Tree Rug#shortsmaschallenge37M Views|2.7%Engagement RateCRAFTS/DIYENTERTAINMENTI gave even more logo

25、s#holiday redesigns!#ShortsmasChallenge#shorts#redesign#logos16M Views|2.6%Engagement RateFOOD&DRINK Christmas Cake Pops using Little Debbies?!#shorts#shortsmas3.2M Views|3.5%Engagement RateSource:PixabilityOne and YouTube API public data|November 2022-January 202317Focus Your Video Strategy on Tren

26、ding Content Tip#4 Pixability Produce Content in the Hobbies&Interest Category to Drive Holiday Views in 2022 CHALLENGESCRAFTS/DIYCOMPILATIONSCOMEDYHoliday videos within the Hobbies&Interests IAB Category on YouTube reached 4B views in 2022,leading all other IAB categories in holiday viewership.The

27、Hobbies&Interests IAB category encompasses a variety of content types,which holds during the holiday season and the rest of the year.Hobbies&Interests continually performs well on YouTube during and outside the holiday season.These types of videos often appear as both long-form horizontal videos and

28、 short-form vertical videos to appeal to different viewer preferences.CHALLENGESCOMEDYCRAFTS&DIYGIFT WRAPPINGTry using content trends such as19 Pixability Seasonal Trending Searches Have the Opportunity to Span Across Different CategoriesGIFT GUIDEWISH LISTSource:Google Trends-2019-2023Its no secret

29、 that holiday shoppers turn to YouTube for inspiration on 1)what to purchase for other people and 2)what to ask for from other people in regards to holiday gifting.Brands in the holiday shopping market should consider uploading gifting-related content(ex:“Top 10 Items to Purchase for Gen Z”),collabo

30、rations with other YouTube creators to gain visibility on these high-trending videos,or run advertisements on these kinds of videos.20 Pixability Category-Specific See Non-Holiday Keyword Spikes During Holiday SeasonCOCKTAIL RECIPEFIREPLACESource:Google Trends-June 2022-July 2023While holiday giftin

31、g ideas is highly-searched during the holiday,there are other categories that see similar spikes in search volume growth that are more category specific.“Cocktail recipe”and“fireplace”are two examples of trending content that is not necessarily holiday-related but sees its highest peaks during the h

32、oliday season.21 Pixability 4START EARLYAs consumers begin to research and purchase holiday gifts earlier and earlier,now is a great time to kick-off your holiday strategy planning.While consumers are in research mode,test creative elements such as reviews and ratings.Once consumers switch to purcha

33、se mode,VAC is the prime ad format to drive immediate sales.TEST SHORT-FORM VIDEOBrands should test short-form video,as holiday consumers in the mood for product discovery gravitate towards Shorts because theyre easily discoverable,snackable,and provide an immersive experience.LOOK INTO TRENDS FOR C

34、ONTENT INSPIRATIONBrands should look to trending searches,keywords,and IAB categories to drive content production to reach consumers with the right message at the right time.01 02 04 CREATORS ARE KEYWhen it comes to your holiday content strategy,try partnering with an influencer to create authentic

35、and engaging content for your brand.By allowing influencers to create content that aligns with your brand,youll create a more organic and genuine connection with your target audience.03 Advertiser Takeaways22 Pixability Only Brand Suitability Leader Google-Certified for InsightsInsights-driven-suita

36、bility that is more cost-efficient,has deeper performance data and the best made for kids model.2022 HONOREE23Only YouTube Platform with Performance/Bid OptimizationPixabilitys platform has handled more YouTube campaigns than any other company outside of Google and is the only 3rd party with tech-dr

37、iven activation and optimization to maximize performance.Only 3rd Party Focused On Intersection Of CTV&YouTubeOther YouTube 3rd parties are very focused on social platforms,while Pixability is the only 3rd party focused on driving suitability and performance on YouTube&CTV.Learn more about Pixabilit

38、ys data-driven approach to brand-suitable,high-performing video campaigns here:| RecognitionPartnerships Pixability HARVESTThe PixabilityONE platform harvests data about billions of YouTube videos from the YouTube data API,search API,and other relevant sources.ANALYZEGlobal channels and most-viewed

39、videos from the key time range are analyzed based on a number of features including metadata processing(title,description,tags),viewership and engagement data,and tracking of time series using historical data.DEFINEThe overall holiday space on YouTube was defined using holiday-specific metadata(titl

40、es,keywords,descriptions)keywords(holiday+major holidays:Christmas,Hanukkah,Kwanzaa).Holiday performance by IAB categories or any other drill-down analyses utilized holiday keywords in in the video titles only for only holiday-relevant content calloutsDELIVERThe same type of data has been used for a

41、nalytics deliverables provided by Pixability to Google,over 100 industry studies for YouTube and Google sales pods.REFINEData sets are further analyzed by YouTube-certified analysts.About PixabilityMIT-founded company that has run more YouTube campaigns than any other 3rd party,and drives 30%-70%bet

42、ter YouTube performance through 10X the optimizations of other providers.Two technology patents around brand suitable,high performing inventory delivery on YouTube.Pixability is a certified to provide YouTube advertisers with Content Insights as part of the YouTube Measurement Partner program.Data Methodology24