New Ideas in Marketing
Essential news for marketers, summarised by YouGov

The average CTR of a new video on the world’s second-largest search engine range between 0.7%-1%.

This piece recommends marketers should optimise their videos for people instead of YouTube’s algorithm. They should focus on using only relevant keywords which matches with the user’s search intent while providing value to the audience through their content.  

Instead of signing off like TV programs, YouTube video creators can deliver good content at the end to encourage longer watch time on YouTube. YouTubers can use end screens to encourage viewers to watch their other videos and spend more time on their channel.

The author suggests marketers should ensure that the title and thumbnail should match with the content. If the viewers don’t find the expected content as anticipated from the title they will leave the page and lead to lower rankings for the content.

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[15 minute read]

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