{"id":17355,"date":"2020-04-23T00:00:14","date_gmt":"2020-04-22T21:00:14","guid":{"rendered":"https:\/\/www.gpec.ro\/blog\/?p=17355"},"modified":"2020-04-23T09:34:45","modified_gmt":"2020-04-23T06:34:45","slug":"cum-cream-reclame-in-youtube-pentru-magazinele-online","status":"publish","type":"post","link":"https:\/\/www.gpec.ro\/blog\/cum-cream-reclame-in-youtube-pentru-magazinele-online","title":{"rendered":"Cum cre\u0103m reclame \u00een YouTube pentru magazinele online"},"content":{"rendered":"<div class=\"fcbkbttn_buttons_block\" id=\"fcbkbttn_left\"><div class=\"fcbkbttn_like \"><div class=\"fb-like fb-like-button_count\" data-href=\"https:\/\/www.gpec.ro\/blog\/cum-cream-reclame-in-youtube-pentru-magazinele-online\" data-colorscheme=\"light\" data-layout=\"button_count\" data-action=\"like\"  data-size=\"small\"><\/div><\/div><\/div><p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-17375\" src=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/04\/gpec_blog_anabela-1024x586.png\" alt=\"\" width=\"910\" height=\"521\" srcset=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/04\/gpec_blog_anabela-1024x586.png 1024w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/04\/gpec_blog_anabela-300x172.png 300w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/04\/gpec_blog_anabela-768x440.png 768w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/04\/gpec_blog_anabela.png 2048w\" sizes=\"auto, (max-width: 910px) 100vw, 910px\" \/><\/p>\n<p><strong>Odat\u0103 cu apari\u021bia YouTube, s-a produs democratizarea spoturilor video. Practic, orice persoan\u0103 sau orice business aflat la \u00eenceput, poate produce con\u021binut video \u0219i \u00eel poate \u00eenc\u0103rca pe platform\u0103, av\u00e2nd astfel acces la peste 3.000.000 utilizatori lunar \u00een Rom\u00e2nia.<\/strong><\/p>\n<p>Din perspectiv\u0103 de business, multe e-commerce-uri au considerat prezen\u021ba pe YouTube drept una secundar\u0103, acesta nefiind un principal canal de v\u00e2nzare. Cu toate astea, magazinele online care au investit \u00een con\u021binut video, au c\u00e2\u0219tigat vizibilitate suplimentar\u0103 \u0219i chiar simpatia utilizatorilor.<\/p>\n<p><!--more--><\/p>\n<p><span style=\"font-weight: 400;\">Dincolo de con\u021binutul construit pentru popularea canalului \u0219i care nu are neap\u0103rat obiectiv principal de v\u00e2nzare, avem \u0219i reclamele video care sunt extrem de utile \u00een generare de awareness, \u00een special \u00een perioadele dinaintea unor evenimente importante precum Black Friday, Cr\u0103ciun sau Pa\u0219te.<\/span><\/p>\n<h3><strong>Putem distinge 2 tipuri de con\u021binut pentru YouTube:<\/strong><\/h3>\n<ol>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><strong><em>Video construit pentru animarea canalului propriu<\/em><\/strong> \u0219i aici putem \u00eent\u00e2lni teme diferite precum how to, unboxing, testimoniale clien\u021bi, video-uri de endorsement de la influenceri, prezentare produse \u0219i review-uri, programe de CSR, sau sfaturi de lifestyle cu plasare de produse. Un exemplu de strategii diferite adoptate \u00een crearea de con\u021binut putne\u021bi vedea la emag.ro vs. cel.ro. De\u0219i eMAG are semnificativ mai mul\u021bi clien\u021bi dec\u00e2t cel.ro, totu\u0219i cel.ro are 332k subscribers fa\u021b\u0103 de eMAG cu doar 20k.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><strong><em>Video-uri construite pentru promovarea brandului sau a unor oferte<\/em><\/strong>, produse sau servicii. \u00cen context de Covid-19, vedem noi teme r\u0103s\u0103rind precum:<\/span><\/li>\n<\/ol>\n<ul>\n<li><span style=\"font-weight: 400;\">\u00a0sfaturi despre cum s\u0103 tr\u0103im \u00een noua realitate (work from home, dezinfectare cas\u0103 \u0219i cump\u0103r\u0103turi, <\/span><a href=\"https:\/\/www.youtube.com\/watch?v=gy1I4rBZPdU&amp;list=PLwpWRJKrm541dxSjTULfbVPr84CnMWzPh\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">sp\u0103lat pe m\u00e2ini<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.youtube.com\/watch?v=cHlb035xl6o\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">st<\/span><span style=\"font-weight: 400;\">\u0103<\/span><span style=\"font-weight: 400;\">m acas\u0103<\/span><\/a><span style=\"font-weight: 400;\">)<\/span><\/li>\n<li><span style=\"font-weight: 400;\">cum s\u0103 ne conect\u0103m \u00een ciuda distan\u021b\u0103rii fizice (comunicare virtual\u0103 cu bunicii \u0219i p\u0103rin\u021bii, petreceri tematice pe Hangouts cu colegii, mastermind-uri de business pe Zoom)<\/span><\/li>\n<li><a href=\"https:\/\/www.youtube.com\/watch?v=8sDQp6hHGdM\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">modific\u0103ri ale rutinelor zilnice<\/span><\/a><span style=\"font-weight: 400;\"> (facem yoga de acas\u0103, g\u0103tim \u00een loc s\u0103 mergem la restaurant)<\/span><\/li>\n<li><a href=\"https:\/\/www.youtube.com\/watch?v=6qDdJRdXq7c\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">sus<\/span><span style=\"font-weight: 400;\">\u021b<\/span><span style=\"font-weight: 400;\">inerea unor cauze sociale<\/span><\/a><span style=\"font-weight: 400;\"> (dona\u021bii pentru echipamente de protec\u021bie \u0219i aparatur\u0103 pentru spitale) \u0219i a eroilor din linia \u00eent\u00e2i (medici, armat\u0103).<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">\u00cen articolul de azi, vom alege s\u0103 ne focus\u0103m pe <strong>reclamele pl\u0103tite<\/strong>, acelea construite \u00een scop de v\u00e2nzare sau de creare de awareness mai degrab\u0103 dec\u00e2t cele axate pe con\u021binut. \u00cen calitate de agen\u021bie de performing, noi, la <\/span><a href=\"http:\/\/adlemonade.ro\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">adLemonade<\/span><\/a><span style=\"font-weight: 400;\">, ne consiliem clien\u021bii \u00een a construi \u0219i a livra reclame \u00een YouTube pentru a cre\u0219te notorietatea brandului, dar \u0219i pentru a atrage aten\u021bia asupra unor oferte punctuale, desigur care ofer\u0103 beneficii concrete utilizatorilor.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-17356\" src=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/04\/youtube-content.jpg\" alt=\"\" width=\"1000\" height=\"667\" srcset=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/04\/youtube-content.jpg 1000w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/04\/youtube-content-300x200.jpg 300w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/04\/youtube-content-768x512.jpg 768w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\" \/><\/p>\n<h3><strong>Cum construim o crea\u021bie video care s\u0103 fie atractiv\u0103 nu doar s\u0103 \u00eendemne oamenii s\u0103 dea skip?<\/strong><\/h3>\n<ol>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><em>Intro<\/em> din primele secunde este esen\u021bial \u0219i trebuie s\u0103 capteze aten\u021bia. Poate fi o \u00eentrebare, o statistic\u0103, un statement puternic sau chiar un topic controversat.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">\u00cencepe \u00eentotdeauna cu <em>problema sau nevoia<\/em> pe care o rezolvi pentru a crea tensiune \u00eenainte s\u0103 oferi solu\u021bia care e produsul sau serviciul t\u0103u<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Dup\u0103 ce introduci produsul sau serviciul, explic\u0103 <em>beneficiile \u0219i caracteristicile<\/em> produsului t\u0103u, de ce e el solu\u021bia ideal\u0103 pentru problemele clientului<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Prezint\u0103 apoi <em>o ofert\u0103 irezistibil\u0103<\/em> care culmineaz\u0103 cu un <em>call-to-action<\/em> (\u00eendemn la ac\u021biune) care poate fi Profit\u0103 Acum, Cump\u0103r\u0103 Acum, Vezi Oferta, Viziteaz\u0103-ne etc.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Prezint\u0103 \u0219i alte avantaje \u0219i explica\u021bii suplimentare pentru cei interesa\u021bi<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Un studiu realizat de Comscore despre YouTube concluzioneaz\u0103 faptul c\u0103 <strong>50% din impactul unui video pe YouTube este dat de crea\u021bie<\/strong>, 35% de atractivitatea ofertei promovate \u0219i 15% de c\u0103tre media. De aceea, e esen\u021bial s\u0103 te focusezi pe povestea pe care o va spune reclama ta. Cum po\u021bi face asta? Iat\u0103 cateva \u00eentreb\u0103ri care te pot ghida:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Care este obiectivul pe care doresc s\u0103 \u00eel ating cu aceast\u0103 reclam\u0103? E v\u00e2nzare, cre\u0219terea notoriet\u0103\u021bii, abonare la newsletter, participare la un concurs\/o promo\u021bie?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Cui se adreseaz\u0103 reclama mea video? Cine este publicul meu \u021bint\u0103? Aceast\u0103 \u00eentrebare e extrem de important\u0103 deoarece crea\u021bia trebuie sa fie \u00een sincron cu obiceiurile \u0219i interesele publicului t\u0103u \u021bint\u0103.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Ce promovez? Care e oferta mea?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Ce limbaj \u0219i ce cuvinte cheie folosesc pentru a-mi prezenta oferta? \u0218i aici e important s\u0103 fim \u00een sincron cu ce cuvinte folosesc cei din publicul nostru \u021bint\u0103.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Ce caracteristici, avantaje \u0219i beneficii prezint\u0103 produsul sau oferta promovat\u0103?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Ce dorim s\u0103 fac\u0103 utilizatorul \u00een continuare dup\u0103 vizionarea video-ului? Aici intervine rolul call-to-action-ului care s\u0103 genereze ac\u021biunea dorit\u0103.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">E important de re\u021binut faptul c\u0103, \u00een reclamele pe care le rul\u0103m pe YouTube, pl\u0103tim doar dup\u0103 <strong>30 de secunde de vizualizare<\/strong> a video-ului (excep\u021bie sunt cele de 6 secunde de tip bumper ads unde pl\u0103tim la CPM). De aceea, e esen\u021bial s\u0103 capitaliz\u0103m c\u00e2t mai mult \u00een primele 30 secunde \u0219i \u00een special \u00een primele 5 sec \u00eenainte s\u0103 se dea skip (dac\u0103 utilizatorul d\u0103 skip, practic e o vizualizare gratuit\u0103 deoarece nu se pl\u0103te\u0219te nimic).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A\u0219adar, ca o concluzie, <strong>principale aspecte de pe care s\u0103 le lu\u0103m \u00een considerare c\u00e2nd lucr\u0103m la crearea videoului:<\/strong><\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Durata optim\u0103: 30-40 secunde<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Brandul s\u0103 apar\u0103 at\u00e2t vizual, c\u00e2t \u0219i auditiv \u00een primele 5 secunde (este astfel v\u0103zut\/auzit \u0219i de cei care dau skip pentru care nu pl\u0103tim nimic)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Mesajul principal e important s\u0103 fie concentrat la \u00eenceput (chiar dac\u0103 se d\u0103 skip s-a transmis esen\u021ba)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">S\u0103 existe un call to action clar, ce dorim s\u0103 fac\u0103 utilizatorul dup\u0103 vizionarea video-ului<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Voice-over preferabil \u00een locul unei melodii simple deoarece mul\u021bi oameni ascult\u0103 muzic\u0103 pe YouTube \u0219i lucreaz\u0103 \u00een alt\u0103 fereastr\u0103 (impactul auditiv nu e acela\u0219i)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Focus pe un intro atractiv, poate fi o \u00eentrebare, o statistic\u0103, o problem\u0103 urgent\u0103 pe care o are utilizatorul \u0219i pe care serviciul t\u0103u o rezolv\u0103<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Video-ul e important s\u0103 se vad\u0103 bine de pe mobil &#8211; s\u0103 vedem produsul c\u00e2t mai de aproape, s\u0103 fie prezentat \u00een culori puternice \u0219i textele sa fie scrise cu font mare, u\u0219or lizibil de pe un ecran mic. Degeaba ai o crea\u021bie extraordinar\u0103, dac\u0103 nu se \u00een\u021belege nimic c\u00e2nd o vizualizezi de pe un dispozitiv mobil.<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Dac\u0103 e\u0219ti \u00een pan\u0103 de idei \u0219i vrei s\u0103 te inspiri din reclamele care au avut succes \u00een Rom\u00e2nia anul trecut, le g\u0103se\u0219ti <\/span><a href=\"https:\/\/www.thinkwithgoogle.com\/intl\/en-cee\/success-stories\/youtube-ads-leaderboard\/youtube-ads-leaderboard-romania-2019\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">aici<\/span><\/a><span style=\"font-weight: 400;\">. I\u021bi doresc mult\u0103 inspira\u021bie, curaj \u0219i deschidere s\u0103 testezi \u0219i aceast\u0103 platform\u0103 pentru magazinul t\u0103u online, poate descoperi c\u0103 e o Cenu\u0219\u0103reas\u0103 ce-\u021bi poate transforma business-ul dac\u0103 e f\u0103cut cum trebuie. Succes!<\/span><\/p>\n<p>&nbsp;<\/p>\n<hr \/>\n<p><strong><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-16963 alignleft\" src=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/03\/Anabela-Luca-683x1024.jpg\" alt=\"\" width=\"190\" height=\"285\" srcset=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/03\/Anabela-Luca-683x1024.jpg 683w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/03\/Anabela-Luca-200x300.jpg 200w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/03\/Anabela-Luca-768x1152.jpg 768w\" sizes=\"auto, (max-width: 190px) 100vw, 190px\" \/>Anabela Luca<\/strong><\/p>\n<p><em><strong>Managing Director &amp; Online Marketing Consultant <a href=\"https:\/\/www.adlemonade.ro\/\">adLemonade<\/a><\/strong><\/em><\/p>\n<p><a href=\"https:\/\/www.linkedin.com\/in\/anabelaluca\/\" target=\"_blank\" rel=\"noopener noreferrer\">Anabela Luca<\/a> este Managing Director \u0219i Online Marketing Consultant la adLemonade, agen\u021bie de Performance Marketing, Google Premier Partner.<br \/>\nAnabela are o experien\u021b\u0103 de peste 10 ani \u00een construirea de strategii \u0219i administrarea campaniilor de Pay Per Click (Google Ads, Facebook Ads, Linkedin etc.), livr\u00e2nd rezultate aliniate cu obiectivele de business ale clien\u021bilor.<\/p>\n<p>\u00cen ultimii 3 ani, agen\u021bia adLemonade e focusat\u0103 pe cre\u0219terea brandurilor rom\u00e2ne\u0219ti \u00een spa\u021biul interna\u021bional, sus\u021bin\u00e2nd at\u00e2t prin traininguri dedicate, c\u00e2t \u0219i prin strategii eficiente de PPC o prezen\u021b\u0103 activ\u0103 \u0219i profitabil\u0103 a business-urilor rom\u00e2ne\u0219ti pe pia\u021ba global\u0103. Anabela e pasionat\u0103 de digital \u0219i contribuie activ la educarea pie\u021bei \u00een cele peste 150 de training-uri \u0219i prezent\u0103ri, fiind trainer certificat Google din 2013. Al\u0103turi de echipa valoroas\u0103 din agen\u021bie, a crescut performan\u021ba \u00een digital pentru peste 300 de branduri dintre care se disting Enel Rom\u00e2nia, Flanco, Catena, Deichmann, Continental Automotive sau Jolidon.<\/p>\n<hr \/>\n<p>Nu rata seria de articole cu con\u021binut #CraftedToInspire semnate de speciali\u0219ti \u00een eCommerce \u0219i Digital Marketing, aboneaz\u0103-te la\u00a0<a href=\"https:\/\/www.gpec.ro\/aboneaza-te-la-newsletter-ul-gpec\/\">Newsletter-ul GPeC<\/a>!<\/p>\n","protected":false},"excerpt":{"rendered":"<div class=\"fcbkbttn_buttons_block\" id=\"fcbkbttn_left\"><div class=\"fcbkbttn_like \"><div class=\"fb-like fb-like-button_count\" data-href=\"https:\/\/www.gpec.ro\/blog\/cum-cream-reclame-in-youtube-pentru-magazinele-online\" data-colorscheme=\"light\" data-layout=\"button_count\" data-action=\"like\"  data-size=\"small\"><\/div><\/div><\/div><p>Odat\u0103 cu apari\u021bia YouTube, s-a produs democratizarea spoturilor video. Practic, orice persoan\u0103 sau orice business aflat la \u00eenceput, poate produce con\u021binut video \u0219i \u00eel poate \u00eenc\u0103rca pe platform\u0103, av\u00e2nd astfel acces la peste 3.000.000 utilizatori lunar \u00een Rom\u00e2nia. Din perspectiv\u0103 de business, multe e-commerce-uri au considerat prezen\u021ba pe YouTube drept una secundar\u0103, acesta nefiind un principal canal de v\u00e2nzare. Cu toate astea, magazinele online care au investit \u00een con\u021binut video, au c\u00e2\u0219tigat vizibilitate suplimentar\u0103 \u0219i chiar simpatia utilizatorilor.<\/p>\n","protected":false},"author":26,"featured_media":17375,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3547],"tags":[676,626,3684,3682,3696,3680,3116],"class_list":["post-17355","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-adlemonade","tag-anabela-luca","tag-brand-awareness","tag-content-video","tag-reclame-video","tag-video-ads","tag-youtube-ads"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/posts\/17355","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/users\/26"}],"replies":[{"embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/comments?post=17355"}],"version-history":[{"count":9,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/posts\/17355\/revisions"}],"predecessor-version":[{"id":17380,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/posts\/17355\/revisions\/17380"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/media\/17375"}],"wp:attachment":[{"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/media?parent=17355"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/categories?post=17355"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/tags?post=17355"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}