The “skip” button has become an expectation on YouTube. For the most part, marketers have yet to figure out how to engage viewers and pretty much just put the same ad they use for other media in social media sites. Ads tend to be 10-14 seconds with too much information, and to a viewer, that seems like a lifetime. Thankfully, the “skip” button has come to the rescue after you spend the first 5 seconds waiting.
Eats24 kept it “real” with its ad on YouTube by putting up a quick message with their Twitter handle and encouraged viewers to click the skip button.
As a result, the response was much greater than they expected:
- 91% of people completed the entire ad – on average only 53% of ads are completed
- 7.1% Click-Through Rate (blowing all Eat24’s other ads out of the water)
- Eat24 averaged about 75% more downloads during the weeks the campaign was running
This was a great move for Eats24, because they tried to connect with viewers, showing they understood the feeling of ads on YouTube. It led to more thousands more orders and more conversations about Eats24.
What can other companies learn from Eats24 and what does the future look like for ads on social media? Why spend so much money on ads on social media sites if it gets skipped anyways?