One of the most common barriers to entry for companies looking to advertise via video isn't the advertising campaign itself, but rather the creation of an attention-grabbing video. Even creating a script, recording, or photoshoot requires both effort and expense. YouTube Video Builder is a solution for companies that still want to explore the potential of video advertising.
Youtube Video Builder – what is it?
YouTube Video Builder is a brand-new tool from YouTube, designed for companies that want to advertise on the site but don't have the ability to create their own advertising videos. With YouTube Video Builder, you can create a video that can then be used in an advertising campaign . This tool allows you to create a video tailored to a specific device and campaign type in very simple steps. For an overview of YouTube advertising options, see the YouTube Guide, here.
What is the process of creating a video ad on YouTube Video Builder?
Step 1 Registration
To create a video in Builder, you first need to register . The verification process takes about 24-48 hours, and confirmation of account creation is sent to the email address you provided. The required email address must be a Google email address, meaning it must be connected to your Google account and your YouTube channel. Virtually anyone with a Gmail account can create a YouTube channel. However, it's important that the email address you use to log in to YouTube Video Builder is also connected to your company's channel.
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We're creating a video with the intention of using it later in an advertising campaign , so we have the option to add our Google Ads Customer ID during registration. However, this is an optional option, and if we don't have an account at this stage or don't want to add one yet, our email address will suffice.
Step 2. Select the video layout
When you jump into the YouTube Video Builder, you first select a layout, meaning the type and format of video you want to create. There are over 10 different layouts to choose from:
- a video promoting the application (in vertical and horizontal versions),
- a video presenting the brand (15 or 6 seconds),
- a video demonstrating the function of a product or service using animation on the phone,
- a video presenting the product or brand (15 seconds),
- a video informing about the current promotion,
- a video highlighting the advantages of a product or the benefits of a service,
- and more.
Each layout includes a short description and a demonstration video, which you can use to create your own promotional video. Additionally, each example includes the following information:
- how many photos will we be able to upload,
- how long will the video last,
- what dimensions will it have,
- how many blocks of text we can add (including call to action),
- can we add our logo (in a version with a transparent background and with the selected color).
Step 3. We create a video ad layout!
We select the layout that suits us and proceed.
Then we can set two brand colors and upload two of our logos.
Next, upload the photos you want to use for your campaign. For each photo, you'll be given the exact dimensions and maximum file size (which, in most cases, is 2 MB).
Tip! It's a good idea to have the photos or graphics you plan to use in your video designed by a graphic designer who will match the colors and icons to your company's image. Your photos should help tell a story that showcases the benefits of your product, service, or brand. Therefore, if possible, it's best to avoid using stock photos.
If our graphic doesn't meet the Video Builder requirements, we'll be notified. However, we can proceed and create a video with the graphic at our own risk.
Step 4. We choose the font, soundtrack and arrange the advertising texts
Depending on the video layout we choose, we can add the appropriate amount of text, including the text that will appear in the video and the final CTA.
Next, we have the option to set the font (all the options available on Google Fonts are available). The inability to upload our own font or sound, and the need to choose one from the available options in the database, is one of Builder's biggest drawbacks.
Creating videos is so simple that anyone, even those who have never worked with video creation before, can create an ad. This is a major advantage of YouTube Video Builder. However, creating a relatively personalized video based on the brand's visual identity will require some effort, reviewing and customizing the available options.
Step 5. We have our first video!
YouTube Video Builder automatically creates a video for you in just a few seconds. Of course, after assembling all the slides, you can edit the video. Clicking the "save" button saves your video to your channel as an "unlisted video." You also receive a link redirecting you to the video—already embedded on your channel—which you can then add a description, tags, and a different title.
Step 6. Video advertising on YouTube
We can leave the created video on our channel and share it with our viewers or use it in a YouTube advertising campaign . You can read more about how to generate leads, acquire contacts, and encourage customers to purchase through YouTube advertising in the article about YouTube for Action.
Ads displayed on YouTube are part of the Google Ads family. Yes! Google Ads isn't just about search engine advertising or product pages. It's also a gigantic advertising network, encompassing over two million websites, videos, and apps that can display YouTube as an advertising medium. Google Ads also offers promotion in Gmail and on the YouTube website and app. So, your video has enormous potential to be featured not only on YouTube itself!
Within advertising campaigns displayed on YouTube websites and in the app, several different ad types can be distinguished. Each available format is designed to capture viewers' attention in a slightly different way and can be displayed in a different location on the site. Available video ad types include True View In-Stream, True View Discovery, and Bumper Ads. In addition to the basic ad types mentioned above, there are several additional options available to advertisers. For an overview of all advertising options on YouTube, see the YouTube Guide.
Tips for creating video advertising
- Grab attention – right from the start!
Remember that the first few seconds count (statistics say only three!), and they determine whether a user will pay attention to your ad. Regardless of the ad format and type, users have the option to watch the entire ad or click "next." Only with Bumper Ads, which last 6 seconds, can users click "skip." With TrueView In-Stream ads , viewers can choose to watch the entire ad or skip it after 5 seconds.
- Friendly faces are nice to see. 😊
If your company is creating a concept for a promotional video, it's worth including people in it! Why? According to YouTube research, friendly, connected, and recognizable people at the beginning of a video can lead to increased views. Furthermore, people's faces can convey emotions that can be relatively difficult to convey in a simple video created with YouTube Video Builder.
- Sound matters too!
While social media often recommends adding subtitles to videos because of how users watch them (usually in mute mode), on YouTube, sound matters (and what a difference it makes!). Viewers expect sound on YouTube, and research shows that sound is associated with capturing attention and evoking positive brand responses. So, if you decide to choose a sound from the available database, choose one that connects with your brand and evokes positive associations.
- Add some humor.😁
Viewers are more likely to watch ads that make them laugh. YouTube research even suggests that humor is associated with greater brand awareness and ad recall. Of course, this tactic isn't always applicable, so only use it if it aligns with your brand's language and communication.
- Remember the ABCD formula
ATTRACT – attract attention from the very beginning of the video,
BRAND – build a brand, show your brand in a natural and meaningful way,
CONNECT – Connect with your audience through emotion and storytelling. Invite them to interact, see what they're saying about your video online, and be inspired by their feedback!
DIRECT YOUR AUDIENCE – direct viewers to the place you care about (a specific product or service page, a company profile, or a specific tab on your website ). Use the appropriate call to action.
- Show product in use!
One of the basic rules of creating product videos is to show how a product can help or solve problems for potential customers rather than focusing on its benefits.
- Encourage your audience to interact!
With interactive features available on the YouTube platform : info cards, end screens, and call-to-action overlays, you can make it easier for your viewers to act. You can find all the additional features in YouTube Studio.
Youtube Video Builder and other video creators
Most available online video and animation creation tools follow a very similar "step-by-step" approach, allowing you to create your own video. The same is true for YouTube Video Builder. First, you choose a template or layout. With paid tools (most offer free trial periods or select options), such as Bitable, Render Forest, Placeit, and Powtoon, you customize the video to your liking. This is where the differences between creators most often arise! It's at this stage that you can begin comparing the features they offer.
And the differences are significant! Starting with the available templates, which are relatively few in YouTube Video Builder (currently 16 different variants). Popular creators offer at least 30-50 templates to choose from, which can then be converted to a different size (for example, for mobile or desktop, or for a specific ad placement or format).
What's more, YouTube Video Builder allows us to combine several (previously prepared) graphics into an animated video. Unfortunately, we can't animate specific movements, for example, within the graphics, making the entire video look like a slideshow. At Verseo, we often use tools like Bitable, whose Pro version offers a wide variety of short animations that can be freely combined and edited. This allows the whole thing to tell a story.
Speaking of story, conveying it across a few slides will certainly be more difficult than through several interconnected animations. Therefore, videos created with YouTube Video Builder tend to be more raw, advertising-like. It will be very difficult to create an animation that evokes emotions (unless it's information about major promotions!). For videos promoting products or reminding about promotions or special offers, YouTube Video Builder should be sufficient.
In summary, YouTube Video Builder, compared to other available creators, is very average. It's a simple and quick solution for those who want to diversify their advertising efforts with video ads but don't have excessive requirements for the creative itself. A definite advantage of the tool is that it's completely free, and when creating a video, you can be sure it will meet Google Ads video advertising standards . However, if you want to use your video on a larger scale in YouTube advertising, it's worth investing a small amount and creating a video in a different creator. These will allow you to personalize the video more and connect with viewers' emotions.
Youtube Video Builder FAQs
This tool, provided by Google, allows businesses to create simple, professional video ads without the need for a professional film production budget, cameras, or crew.
It is ideal for companies that want to get started with video advertising on YouTube but do not have their own resources (scripts, video recordings or photo shoots) or want to quickly test the potential of video in their campaigns.
No. The tool allows you to create an advertising video in minutes using ready-made layouts, eliminating the need to record your own video content.
Simply sign up for the tool using your Google account (preferably the one associated with your company's YouTube channel). The account verification process typically takes 24 to 48 hours.
This is not necessary at the registration stage, although it is worth adding the Customer ID number of your Google Ads account during setup to prepare the video for a specific advertising campaign.
Video material generated using the tool can be directly used in advertising campaigns on YouTube, which allows you to effectively reach your target group on this website.
Summary
The above article covers the following topics:
- Video Builder Definition,
- Principles of effective video creation,
- Video Builder compared to the competition.
