The internet truly is the great tool, as it had been proven so many times.

As long as one has access, the online world provides an undiscriminating platform for anyone to share their inner most thoughts, political slant or dancing cat videos. Everything is accepted, as an example, it’s how Justin Beiber got famous.

In the information age, content is king and sites like YouTube allow people to share everything from the sublime to the mundane, and some surprising creators are turning that content into serious cash.

YouTube allows people to monetise their channel by putting advertisements in front of their videos. Google takes solid 45 per cent of the ad generated revenue, leaving the rest to the creator of the video — depending on the engagement with the ad, 1,000 views can earn you somewhere between $1 to $5.

With such an even split it can be very difficult to make any genuine money from YouTube but one mysterious woman has made nearly $6 million last year (US $4.9 million) from YouTube ads alone.

What amazing strategy did she produce to captivate such a huge audience you ask?

She opened Disney toys.

Yep. While some of the top earning YouTube accounts include the established entertainment powers of EMI Music and the WWE, this mysterious woman has beaten them all out.
Her channel, DisneyCollector BR, consists of hundreds of videos of a pair of nail-polished hands “unboxing” everything from My Little Pony figurines to Disney-themed Play-Doh.Each video last around five minutes and never strays from the product as a cute little voice guides the viewer through the delicate unveiling of each toy and the ensuing demonstration of its features.

The account has 3,487,218 subscribers, with her top video, “Play Doh Sparkle Princess,” notching a staggering 178,415,686 views and contributing to the mind-boggling total of 4,767,605,816 views across the channel (certainly more by the time you’ve finished reading this).

With the tech-savviness of toddlers these days, it stands to reason that a bulk of the channel’s viewership is young children that love watching the same videos over and over again. A brief scroll through some of the poorly spelt comments consisting of frequent admissions of love seems to support this notion.

It may seem perplexing but the trend of “unboxing” products on YouTube is one that has steadily grown in popularity with YouTube seeing a 57 per cent increase in unboxing videos from 2013 to 2014.

DisneyCollectBR is just the first person to target the youngest demographic with such success.

While the woman’s identity remains a mystery, the New York Times traced the videos back to a 21-year-old woman in New York while Buzzfeed’s “best guess” is a 43-year-old Brazilian woman who lives near DisneyWorld in Florida Whoever she may be, the one thing that is abundantly clear is: she’s a genius. And a wealthy one at that.

 

A research done by Tremor Video and Millward Brow, where they examined more than 300 video campaigns and tested the content with 150 consumers, was made to track the receptiveness and feelings that these two have toward each one. Brands and marketers should take the advice to heart and create more innovative campaigns because, right now, most of them are doing it all wrong.

video

Entice and intrigue

Finding balance here is the key. You should give enough information, not too much or too little, so that the viewers are encouraged to click through or act to find out more.

Remember to give consumers a reason to engage by starting the story, but not telling the whole thing. This applies both to getting people to pay attention to the ad (completion rate) and encouraging them to interact (engagement rate). Results showed that high-performing mobile creative outperforms TV benchmarks.

Bring them in

With an aligned design, technology and the right medium to create engaging advertising, you will be able to let your customers them stay in the video overlay and make their own decisions to continue to interact.

Symphony not noise

Every ad should sing and flow with a consistent theme and messaging throughout the layers of content. We know it’s tempting to use every tool in your belt, but too many messages, graphics and functions create confusion and dilute the effectiveness of the experience. With the many options available today, it’s easy to go overboard. Remember: simple sells.

Make them  feel

Consumers have an emotional connection to their mobile devices, so taking advantage of that and creating experiences that trigger an emotional response is the best strategy. The ads in the study generated more interest and excitement than we tend to see with TV or online video norms. Emotion is the heart of why advertising works, so remember this next time you are thinking about your videos.

When you pair emotional triggers in content with a distribution method that viewers are emotionally connected to, more often than not you’ll have a winner.

Catch the moment

Mobile devices serve as a first screen so often, so it’s important to use this moment to get people in the relevant moment. Find a way to keep consistent creative messaging across different platforms while leveraging the unique role of each device.

With availability of big data and targeting, brands are able to deliver their video advertisements in ways traditional media has never been able to do. The right message at the right time can be pitched to a single demographic group, or a series of demographics, with matching content.

Compare this with the old way of advertising that sees the same national brand ads plugged into TV shows and repeated, and the potential is obvious.

Adopting all five of these elements to your video advertising strategy will help generate interest, improve overall brand recall and increase sales conversations. So, join the digital age today and become as successful as you can by working with a very professional video production team.  For great deals on video production, contact us now!