The Different Types of YouTube Campaigns: Objectives, Strategies, and Examples

YouTube is one of the most popular platforms for video content and influencer marketing. With over 2 billion monthly active users, it provides an unparalleled opportunity for brands to connect with target audiences. However, not all YouTube campaigns are created equal. The platform offers versatility when it comes to campaign types and strategies. Understanding the different YouTube campaign types available can help brands develop effective campaigns tailored to their goals.

Awareness Campaigns

One of the most common YouTube campaign types is awareness campaigns. As the name suggests, these campaigns aim to raise awareness and interest in a brand, product, or service. Building visibility is the primary objective.

Strategies

- Partnering with influencers in the target niche to create sponsored videos

- Launching a YouTube video ad campaign to increase visibility

- Posting branded videos that entertain or educate viewers

Example

An electronics brand running a YouTube video ad campaign to introduce a new product range and drive website traffic.

Consideration Campaigns

While awareness campaigns focus on visibility, consideration campaigns go a step further to position the brand as a preferred choice in the viewer's mind. The goal is to influence perception and move audiences closer to a purchase.

Strategies

- Creating review and unboxing videos showcasing product features/benefits

- Recruiting influencers to share authentic experiences using the product/service

- Publishing comparison videos against competitors

Example

A food brand enlisting influencers to create recipes and review videos socializing their products as tasty and healthy options.

Conversion Campaigns

Conversion campaigns aim to drive direct sales or lead generation. They prompt viewers to take immediate action like purchasing a product, signing up for a service, etc.

Strategies

- Using promo codes and discounts to incentivize purchases

- Adding clickable links and CTAs in video descriptions

- Retargeting visitors who watched the video across channels

Example

An e-commerce company running a YouTube catalog campaign with shoppable ads to increase product sales.

Brand Lift Campaigns

While other YouTube campaigns focus on short-term results, brand lift campaigns aim to nurture brand perception and loyalty over time. Metrics like brand awareness, consideration, and favorability are tracked.

Strategies

- Humanizing the brand through behind-the-scenes, company culture videos

- Building brand love through useful non-promotional content

- Measuring brand lift through surveys before and after the campaign

Example

A luxury hotel brand creating a YouTube video series highlighting their exceptional service and amenities to improve brand preference.

YouTube Campaign Types

YouTube offers flexibility for brands to drive different objectives based on campaign types. Companies like Fluencer Market provide readymade YouTube campaign bundles using vetted influencers to simplify the process for brands. Aligning campaign types with goals and metrics is key to success on YouTube.