Advertising promotion of a German language school to increase subscribers in 6 months: + 52 thousand subscribers

Work on the promotion of the German language school

Analyzing the channel and target audience

At this stage, we study the following data:

1. Analysis of channel statistics. <We study the main channel metrics, such as the ratio of regular to new viewers, views, engagement, etc. This helps us understand how the channel is growing, which videos are popular and which are not.
2. Video analysis. We review the videos that have performed best. This helps us understand what content is interesting to the channel’s viewers.
3. Studying the channel’s viewers. <We study data about the channel’s viewers, such as their age, gender, interests, etc. This helps us understand who the company’s target audience is.

Advertising strategy for a German language school to increase subscribers

Key factors of video ranking on YouTube:

• The main elements of success in recommendations are the depth of viewing and the total time spent on the video.
• Long videos (8-10 minutes) with Discovery ads often lose organic views, as ads reduce audience retention.
• The share of ads should be no more than 30% of the total viewing time to maintain organic traffic.
• We suggested creating trailers for the YouTube channel.

Promotion through trailers:

• Purpose: Our trailers are a powerful tool for attracting new subscribers.
• Strategy:We published a trailer with limited access and launched advertising campaigns in Discovery and InStream formats.
• Effectiveness: Trailers proved to be more cost-effective in attracting subscribers than regular videos, ideal for rapid channel growth.
• Results: The trailers encouraged new viewers to subscribe and click through to other videos, improving the channel’s performance.

Analytics as the basis of promotion:

• Using YouTube Analytics to identify videos that effectively engage subscribers.
• Uploading videos with limited access and using them as trailers by running ads on them. The goal was to maintain organic traffic to the original videos, avoiding their loss.

The application of this strategy helped the client’s channel to grow, increasing the number of subscribers and views.

Writing a script for the trailer

After a thorough analysis of the needs of your target audience and the specifics of your channel, we move on to the stage of creating a script for the trailer. A trailer is a business card of a company and its channel. Therefore, it is important that it is informative, attractive, and makes the viewer stay on your channel.

Based on the script, we also provide detailed recommendations on shooting, editing, processing, and other technical aspects to create a high-quality trailer. After the test shoot, we provide feedback until the final stage of video production.

Preparing for advertising and creating audience groups

We developed more than 10 audience groups to accurately reach our target audience. This included Google audiences, special segments, as well as URLs of sites and channels that might be of interest to our target audience. Additionally, we focused on the remarketing audience.

Launch of in-stream trailer advertising

To increase the author’s and channel’s recognition, we used a strategy of trailer advertising that was displayed while watching videos. The focus was on competitors’ channels, which were manually selected. This allowed us to show the trailers to those who are actively looking for information about learning German, effectively introducing the audience to our project. At the same time, we gathered the audience that watched our videos for further work with them.

Launching advertising campaigns in the Discovery format

We used videos with a high number of organic views, as they were displayed in recommendations alongside other popular videos. This encouraged users to watch our video on their own. The presence of the “Subscribe” button below the video simplified the subscription process, increasing the likelihood of attracting new subscribers.

After receiving the first results, we optimized advertising campaigns:

1. Removing children’s channels from the list of more than 8000, as well as regular preventive work on filtering children’s channels.
2. Deactivation of groups and campaigns that brought expensive results.
3. Reallocate the budget to more effective campaigns and additionally test remarketing audiences
4. Disabling some display devices.