 What's up everybody once again is Brand Man Sean and I'm back with another video and today we're talking about something that a lot of people struggle with and that is getting high engagement when you're running a YouTube ad. I'm going to talk about why I came up with this idea working with a client and he asked to get a 10% like to view ratio on his videos and I had to kind of break down why this is extremely important if you want to make sure that you're leveraging not only your YouTube ads but just really a lot of your campaigns correctly. This should just take about five minutes. So tune in. All right we got to start here man. The industry average, the industry average when it comes to likes to views is only 4%. So that's only 40 likes per 1000 views and not only that the comment to view ratio is even smaller which is only 0.5% right? That's five comments per 1000 views and if you don't believe me let's get into some examples. So let's start with Roddy Rich's The Box one of the most popular songs this year. Bar none took off went crazy, TikTok all that good stuff. But when you look at the actual view to like ratio what do you see 3.1% remember industry average and that's really doing very well actually 4%. 3.1% is the like to view ratio for this video and then 0.14% was the comment ratio and that's with having a lot of comments. Then we can move on to Gary Vee's video right here. Just to show you that this isn't just music videos. Gary Vee has 2.2% likes to view ratio on this video while he has 0.4% comment to view ratio. See this stuff translates everywhere. But then we can go back to this episode of Joe Budden's podcast there's a clip here and we see that the actual comment engagement is a little bit higher the industry norm. As a matter of fact it's double so this thing is doing crazy in terms of the engagement through comments. Why is that though? Well often times it's going to depend on what is the content of the video and this video right here like a lot of topics on Joe Budden is very engaging because it talks about relationships and so many people have something to say when it comes to relationships their own perspective, dating yada yada yada. So that's probably why you see such a high engagement ratio here but when you look at the like ratio again that's down to 2% which is have the industry average which I would say isn't even the industry average I think those numbers are outdated that is doing very well. And check out this video from one of my favorite artists to watch Moxis. This comment to view ratio is off the charts 1.1% but I think I can explain this away because also I mean it's crazy when you look at the likes to view ratio as well you're talking about almost 10% but when you check out one of Moxis other videos one of his most popular videos actually is closer to industry average where you talk about that 0.6% comment to view ratio and then 3.6% like to view ratio. So what would I say is probably an explanation that helps with this video well he did a collaboration and not only has Moxis been building a lot of his following through YouTube already over the years which means these are people who are inclined to be active engaging on YouTube so has the person he's collabed with Joey and it's a thing that they collaborated so a lot of times when you have moments where fans see you as having a big win or a big moment that they're a part of you'll find higher engagement on those particular videos but at the end of the day you again should expect the industry average so keep those things in mind but we're not actually at the part where we talk about why it's so hard to do well when we get into the ad game because when you're dealing with ads first and foremost you already have to optimize you need to find what I call the sweet spot where you're getting results like this right here's something that we're running for a client right now and she's super dope if you look at comments you're seeing this week spot where people are finding the ad and letting you know that I found the ad I mean you have two people saying something like her lat ad literally stopped me in the middle of a neo soul marathon the bag lady can wait but bag lady Erica by do bag lady can wait right that means you're finding those people who really connect with what you're you're actually advertising same thing with this other person he was listening to the Fuji's he was actually walking over to the computer to cut the ad off before you cut it off next thing you know he's he's lost in the sauce he's commenting on this video now right that means he clicked through the ad and loved it so much he's commenting on the video let alone a comment like this right accuracy is extremely important but a huge part of the expectations right that can ruin your ad program is not understanding one this context of industry average and then number two check this part out so if all we've just discussed this is how you have to be able to look at it when it comes to running your ads and that'll change things for you one we have these three categories engagement misspelled that there we go and then you have the actual YouTube video all right so these things in mind let's remember that you have a 4% like to view ratio and you have a 0.5 comment to view ratio good Lord these numbers are ugly but you get the point all right and now remember whatever you have with the YouTube views I meant yeah the YouTube views that's your conversion so you're going from here to here you have a thousand views here oh my gosh these these are horrible but you know what I'm saying right that's why we have the audio to go along with it what is the last category the last category is the actual YouTube ad so if you keep consume sumer behavior in mind remember it's not just one barrier what you have with a YouTube video you're adding an additional barrier because consumer behavior you know anything about funnels you always hear people talk about clicks what's the click-through rate how do I go from one click to the next and every single click between a behavior that you want is a barrier it makes it harder to actually get that result so now you add an extra barrier between engagement where now it was only one barrier between engagement before when you have a YouTube ad because people are watching it as a pop-up remember that now they have to click through to the actual YouTube video and then they have the possibility to engage and that's why it's so important right here for you to have accurate optimized advertisement right because when you do this this gives you a better chance of converting and getting a higher number to actually views the YouTube video this there's no guarantee we have the whole idea when it comes to statistics when you can say all right you can expect a 4% like to view ratio in a 0.5% comment to view ratio but when it comes to a YouTube ad to YouTube actual video view ratio not the view when I viewed it while as I add but a click-through onto the actual YouTube ad stage where I have the possibility to engage that click through is all dependent on how well you target so that could be massively different for some people right people can have 50 in every 1000 some people can have a hundred every 1000 there could be some people that only have one in every 1000 so keep that part in mind as well so this is why it's so hard to hit a number like 10% engagement when you're running a YouTube ad why because you have to go through so many hurdles and if you don't understand this there's a lot of artists that will have great results right a lot of you people who I mean by you people you people know who you are right a lot of you people will run your ad right and have great results but not know it because you don't have context of not only industry average but then understanding the additional barriers that are ad will be going through so a great performing ad will be far away from your expectations and now you don't feel good based on your results even though your actual results are great and that disconnect messes a lot of artists a lot of marketers up keep that in mind that's yet another video hopefully that's helpful if you like this video go ahead like button if you like it might as well share it if you're not subscribed you know what to do hit that subscribe button