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How to Find Your Target Audience Within YouTube?
YouTube has a lot of data on everyone, it's a little creepy. However, here is how to find your target audience within YouTube to use creepy for good!
You will learn:
- How YouTube gets its data
- Why it is important that the right people see your ads
- Targeting tactics: geolocation, demographics, customer list, retargeting, and psychographics
- How broad or narrow to make your target audience.
You have set up your youtube ads, and now you have to make sure that the right people see your ads. It can be an overwhelming experience to find your target audience, but here are some ways that will make the process easier:
How does youtube get its data? (00:15)
Before we start, it is important to know where youtube gets its data. It takes in a combination of data that is self-reported, integrated in apps, big data companies and data that has been learned over time by behavior. Oh yes, youtube is creepy indeed. Now that you know where your data for your audience is coming from, let’s figure out how we can use this data for the better…
Why is it important the right people to see your ads? (01:02)
Since you are paying for each engagement, you do not want to waste time and money engaging with people that are not at all interested in your cause.
Targeting Tactics:
1. Geolocation (01:22)
You can target people based on their physical location. This can be useful if you have an event or an on-the-ground program because you would be targeting people that are most likely to show up based on proximity. By using geolocation, you can target people who live in this location, people who recently lived there or people traveling through down to the zip code.
2. Demographics (01:47)
You can target based on basic demographics. The demographics that youtube has right now includes age (from 13 to 65 up), gender (which unfortunately only has men, women and all as of now), languages, and ethnic affinity.
3. Customer List (02:16)
This is especially helpful if you have a very specific list of people that you are trying to target that you know are interested. For example, if you have a list of emails or phone numbers from your newsletter series, you can upload this list to youtube which will match them with youtube users and target their ads. The list must be over one hundred users, and must match at least twenty youtube profiles.
Retargeting (02:53)
Retargeting means that you can serve your ad to people who have visited certain site pages through youtube previously. The ads will show up when the person comes back to youtube. It is a useful tactic if you want to find an audience of people that have already shown interest because it gives them another chance to take action. You will need to set up the youtube Pixel for this ad type.
4. “Psychographics” (03:26)Screen Shot 2016-06-28 at 3.07.31 PM
This is the fun part of advertising where you get to create ads that are based off of the user’s behaviors and interests. It allows you to create a more specified audience that are already interested in what your ad is about. We encourage you to play around with all of the settings because the options are endless!
Broad or Narrow?
Thus far, each of these categories are finding an intersection, not a union. For example, if you put the demographics as teenagers, girls, and an interest in Gossip Girl, then the only people that will see your ad are the teenage girls that are Gossip Girl watchers.Screen Shot 2016-06-28 at 3.12.01 PM
youtube has two box options in which you can broaden or narrow your audience. In the first box, it allows you to broaden your interests because they can have additional interests or fit into one of those boxes. In the second box, you can narrow your interest by making sure that the previous interest matches with what you have previously stated.
Don’t be discouraged if you do not succeed, targeting audiences is not easy. Use A/B Tests with your ads, and after playing around with different settings, you will come up with enough information to make your ads the most effective they can possibly be.
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Whole Whale is a digital agency that leverages data and technology to increase the impact of nonprofits. In the same way the Inuits used every part of whale, Whole Whale leverages existing resources to see, "What else can this do for us?"
By using data analysis, digital strategy, web development, and training, WW builds a 'Data Culture' within every nonprofit organization they work with.
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