← Social Media Marketing Talk Show
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- [00:01]
Shauna Allen
Ever wonder what happens when you bring together the world's top marketers under one roof? Social Media Marketing World 2025 isn't just another conference. It's where career defining connections happen over coffee, where you suddenly form a cohesive strategy and where you'll meet your next client, mentor or business partner. As attendee. Shauna Allen put it perfectly, I've learned more that directly helps our bottom line at Social Media Marketing World than any other event I attend. From cutting edge AI applications to Instagram strategies that actually work in 2025, this is the experience marketers call life changing. Join us on March 30th in beautiful San Diego. Physical and virtual tickets are still available at social media marketing world.info.
- [00:55]
Jerry Potter
Welcome to the Social Media Marketing Talk show, your guide to the ever changing world of social media. Welco. Welcome to today's show where we're going to explore the most important YouTube updates we need to know as marketers. Including YouTube's latest AI video generator, rolling out to shorts, an easy new way to increase views of your shorts. Although it may cost you some really fascinating updates with YouTube ads and if you're working with influencers, a new tool that can make finding the right ones a lot easier. My name is Jerry Potter, host of the Social Media Marketing Talk Show, a social media examiner production where we break down all the latest social media news and what it means for marketers like you. Today I'm joined by Ben Jones. Ben is a YouTube ad strategist and co founder of Titan Marketing, an agency that has spent millions on YouTube ads to help clients across a wide range of industries to scale to 6 and 7 figures in sales. Ben, welcome to the show.
- [01:50]
Ben Jones
Hey, thank you for having us. I'm excited to be here and yeah, let's share some cool stuff.
- [01:54]
Jerry Potter
Yeah, I'm excited you're here too, especially with all of your ads expertise. So let's start though we do have to acknowledge that it is 2025, which means YouTube is 20 years old this year and they're obviously celebr that they announced a couple of milestones around this and some interesting trends that's happening. One of these, as a statistics geek, I see a flaw in but we'll talk about that here in a second. But what were some of these things that YouTube recently announced kind of about where they're going this year?
- [02:18]
Ben Jones
Yeah, I think some of the cool statistics I think, you know, we were sort of chatting about before was one of them is that it's sort of overtaken. Basically more users are being Used on the actual YouTube TV side which is really, really cool. And I think the other side of it is just some of the big changes in the ads platform which they've talked about, including like all the video ads moving over to a demand gen campaign. So a lot of the ad structure has changed other bought in things like similar audiences. There's a whole bunch of really cool things that you can do with YouTube that you just particularly the ad side that you just couldn't do. And what we're finding is you can do some really cool strategies. Like actually growing your channel with paid ads is quite a more of a popular side of things. And say it would have been like two or three years ago where it was a bit of a hush topic. And we're finding like a lot of the ads that were actually running and that is actually a massive strategy is being able to not only grow your channel and your views but also be able to retarget them with some really cool ad strategies which is what we're seeing is working really, really well at the moment.
- [03:21]
Jerry Potter
Now are you saying that as an ads guy, like is there bias there when you say that? Because I know as an organic person on YouTube a few years ago and you and I think, I think talked about this in social media market world this year, is this idea of does running ads kill your organic reach on your channel?
- [03:35]
Ben Jones
Well, I think it depends on how you do it. Like if you do it the wrong way, it'll. It'll kill your channel. Right? Like if you just go in there and do like pre roll ads. So the ads that come up, you know the ones that are really annoying that you're just waiting to skip or if you did non skippable ads and you were trying to just like push your brand, like those are going to hurt your channel in a big way, right?
- [03:55]
Jerry Potter
Yeah.
- [03:55]
Ben Jones
But there's some really cool things that you can do to actually grow your channel really, really well. And I think it's about the how people find your channel, like how they come across it. And if you can come up when, let's say I'm searching for something around whatever your problem or solution that you solve someone is and you come up in the search results and people click on that and then come to your channel, that's a much better way to grow your channel organically. Well, it's not organically. That's right. But if you do that type of strategy, that would be how I would, how I would grow your channel and get it out to the world that way. And we're finding massive success with that. That was not a primary strategy for us say 12 months ago when we were talking about it and Jeremy. But today our biggest clients that we work with, we found that it's like half lead cost. Like it's just such a revolutionary way of doing it. And then going back with the new campaign types that I've got going back and being able to remarket and this time last year though usually was very much talking about how they're going to kill all similar audiences. Right. Which was a massive problem. I actually spoke about it at social media marketing last year. I was like, I see the big opportunity in demand gen campaigns which basically allowed you to run YouTube ads very similar to Facebook ads where you could run image and video ads. And what was really fun that what we can do now is we can grow channels based off that. And then we can also just remarket to you and I bought this special thing called Lookalike Audiences where anyone who's watched or viewed my channel, I can go find people who look alike that they're really trying to make it as similar to Facebook as. And I think that's one of the big transitions people find is when they come from say Facebook to Google. It's such a high transition and they're bringing in these new campaigns now which make it really, really easy. But the fun side, I know I'm kind of geeking out on this little is that you can actually grow your channel really, really well with these types of campaigns all around. Like in feed ads where people are actually seeing your ad in feed when they search and then you can go back and really grow the channel and then remarket to those audiences. And it's just such a really cool way of, of doing.
- [06:00]
Jerry Potter
Yeah, well, it makes a lot of sense because like you said, there's intent there. They weren't forced it, you know, and then they clicked on it, which is cool. So. Well, that's cool to hear. I know some of these other updates you mentioned the, you know, watching YouTube on a TV has surpassed mobile devices. And this is the one that I think we all need to question as marketers because they haven't clarified this, but they also haven't denied it. They that includes YouTube TV, which is like a. It's like cable TV here. It's where you get like the big sports network and the news networks. It's not people watching like videos that were uploaded to YouTube because when I first saw this I was like, oh my gosh. And then it was like, well this is more for the stockholders, I think, than the marketers. But living room consumption is absolutely growing. They announced that YouTube has become the most popular service for podcast listening in the US with more than a billion monthly active users watching podcast content on YouTube. And then the other thing they mentioned was that the auto dubbing technology is working with 40% of total watch time for dubbed videos come from viewers choosing to listen in these translated languages. So are you seeing any of that in the ads world yet, the auto dubbing?
- [07:06]
Ben Jones
Well, I have to be honest, I have. It's not really if I was to run ads to a particular country that say, was different. So let's say that you're in the U.S. you wanted to run ads to Spanish speaking country or something like that. If I'm going to run an ad for that, I'm going to make it in Spanish. It's kind of different. Like if you're creating content, I can fully see how that can work, like particularly. And I myself have viewed content that has come up in it and it's been dubbed and might be super unique on like some really like advanced hack of something that I'm trying to find the answer to. And you know, the only options that are coming up aren't in English. I'll watch it.
- [07:40]
Jerry Potter
Okay.
- [07:41]
Ben Jones
However, I think if you're going to be in the ad space, look for the sake of, you know, paying some, worst case paying someone on fiverr to shoot your ad for you and stand in front of a green screen for 50 bucks. Like it's, you're just way better off doing it in the native language of that, of that, that space.
- [07:57]
Jerry Potter
And of course, if you're going to create anything in another language, if it is to, you know, for marketing purposes, you have to be able to then serve that future customer or client in that business too, which is a, a big roadblock for a lot of us.
- [08:09]
Ben Jones
Yeah, like we've done it in, in Spanish, in Mandarin, a couple of the European languages. So we have actually done that where we've actually created the same ad that's worked really well in English over in, in other languages. But we found it works best with native speakers of that country actually. And, and your YouTube ads are face to camera pretty much. Right. So you're gonna, you're gonna need to have a talking head that can actually speak the language that the people are used to listening to.
- [08:37]
Jerry Potter
Makes sense. Well, if you're here on the show, you know that video is important to your content strategy. Maybe you've resisted getting started that Means you're missing out on a huge audience that loves consuming video content. So if you're ready to get video or want to level up your current video strategy, consider attending Social Media Marketing World 2025. Coming up in just a few weeks here, March 30th till April 1st. I know Ben is coming back to Speak again. Not only will you learn video strategies to get results, you'll also discover how to use AI tools quickly to make great videos. I'm excited to be giving a talk on how to create a YouTube podcast that becomes a complete marketing funnel in only one hour a week, which I think is also the longest title of all the talks at the conference. Ben is going to be giving a Talk about advanced YouTube ads tactics for, for explosive business growth. So grab your ticket today in person or virtual? Just go to SocialMediaMarketing World again. SocialMediaMarketing World and we're looking forward to seeing you there. So the AI advancements are gonna be a big topic of discussion of course at World. And now they have just announced that Google's VO2 video generation model is coming to dream screen for YouTube shorts. So tell us about what you've seen in this update and your thoughts on it, Ben.
- [09:48]
Ben Jones
Yeah, I think it's a big one. The AI space is just so huge for video content creation. Right. It's just a massive thing. And even the ad side, creating AI ads has been massive. We've tried lots of different stuff with it, all the way from script writing to actual just like AI talking heads and all sorts of cool stuff. And I could probably spend an hour talking on that and where I see it going and like how it's going to, you know, change things and just, it's just incredible. I think with that particular platform, like with it, with it coming to Google, I haven't actually dealt with that one too much. I think it's going to be massive for more the creator space than the ad space, particularly for like short form videos and like image to video and that kind of thing. But it's not, it's not something I've created ads with on the, on the ads front. But I think it's going to be absolutely massive for the content creation side, particularly when it comes to video editing when you've got AI doing a lot of the video editing there as well, which is really, really cool.
- [10:45]
Jerry Potter
Yeah, well, and marketing is marketing whether it's organic or paid. And so the way this is working is apparently if you're creating a short, you can go into the video backgrounds to the Dream screen feature through that or you can actually have it generate standalone video clips. And apparently this new model is much better at understanding physical movement and things like that. And so I don't know what I see is the opportunity here from a marketing perspective. Even if you can't use it in paid ads, you yet is the ability to just create something that someone's not used to seeing. Like I'm sure with your ads you mentioned like a lot of them are talking heads. But on both the paid and organic side, if you can create something that people are not used to seeing, that's always going to catch their feed. And in the case of shorts, stop the scroll. Right. Because it is that content that's being forced upon them to use a negative word as opposed to them clicking on it.
- [11:34]
Ben Jones
Yeah. And I think you can do some really cool things, like if you want to do some fun ads, you know, like I think I was was watching some stuff on this the other day and there was like a, you know, a dog walking down Broadway, you know, like stepping on cars and things like that. So I think it'd be great for creating really cool hooks. You know, just like you said, things people haven't seen before, really creative ways to be able to like catch people's attention. Particularly in the short side where you've really got to grab them quick because you've only got a minute to get your point across, whatever it is. That's probably where I'd see the big opportunity for it. Like you say ads or in content.
- [12:06]
Jerry Potter
And they are limited to six seconds still, obviously it requires a lot to create these and that's why they're only in shorts. I imagine eventually they'll be in longer ads and you know, regular long form videos and all of that too. So. Yeah, yeah, quick update. If you have a piece of content on YouTube and you get flagged for a copyright violation or anything like that, they have this replace song feature and it's gotten a lot better now because there's AI powered suggestions that will essentially recommend 10 relevant tracks that you can go in and have in your video instead of the one that got flagged. So that's kind of a cool update. And then another one that we're seeing now that has been on TikTok for years now is with shorts, they've added text to speech. So this is, as I understand it, essentially an ability to write something and then it'll add a voiceover, right?
- [12:52]
Ben Jones
Yeah. So I think there's four different voiceovers that you can choose. This is actually Pretty cool. You can do some cool stuff with ads here is this might be where for example, you want to do a different language thing or something. This, this could be really, really big. But it's, it's really awesome. We've been playing around with this a bit with the text to the voice because some ads we've been trying to run are not head, not talking head. So we're trying to create ads that basically don't have a talking head or don't have a talking head of a person. Now this is great for like AI scripts and things like that where you basically might have an AI talking head or just an image based or quick video B roll or something like that on the back end with your content coming up. Just the biggest bane of the existence of any video creating ad agency is getting clients to actually create new video ad creative. So.
- [13:41]
Jerry Potter
Yep.
- [13:42]
Ben Jones
And I think things like this just going to. Absolutely. I'm hoping we just get to a point where we can create really cool AI talking head or AI ads with AI back like voiceover of like voice to text, like text to voice, however you want to say it, but basically just be able to give it text and it's spit out really good organic speaking video creative. That's going to be absolutely amazing. I think this is some great steps forward in that direction. And there's also other like really cool third party apps that, you know, apps and softwares and things that will do this as well. But I think this is a great step in the right direction that Google's taking here.
- [14:16]
Jerry Potter
That's such a great point. I remember when I worked at an agency that was like the bane of our existence, like hey, can we get some new video clips? Or can we, you know, and they're running a business. Right. So that's a great application of it. And Speaking of voice, YouTube is expanding this. When they first announced this I got really excited. But they're expanding this experiment to reply to comments with a voice memo. I think it said up to 30 seconds. Is that right?
- [14:40]
Ben Jones
Yeah, that looks really, really cool. I think you've got to be the creator of the channel. So I think if you were a branded channel and you had like lots of different people, I don't know how they're going to manage that. I think that's an interesting. I was like, well, how would that. Well like you got three or four people on channel or whatever it might be. But I think the cool thing with that is being able to go voice to text. And I don't know if it's going to work similar to the way that it goes in like earphones now where you can do voice messages and then as a text and then it comes through either transcribed or in audio. So I'm not sure how that's going to go. I think that is kind of a nice touch though. And it will definitely make the channels, I think feel more human if they're the person actually doing the channel starts responding and then, you know, taking it one step further from there. What would be really cool is if you get your AI voice happening with a voice to text app, we will be able to actually know that it's an authentic person actually replying anyway. I think, you know, adds, adds another cool element to how they're going to manage that.
- [15:41]
Jerry Potter
Well, I think for a lot of people on bigger channels on the consumer side, they just assume somebody else is replying to stuff, right? Like, oh, it's probably not them if it's a bigger channel. And so that's one thing I love about it. The other thing is I love talking things through. I mean, sometimes there's a question and I'm like, I don't have time to write eight paragraphs, but I would absolutely record a response to it. So it is being tested with some people in the US right now. Hopefully we'll see that continue to roll out. All right, so we talked about being able to increase the reach of your shorts, but going to cost some money. But the nice thing is they're simplifying all of this. So what's this update about, Ben? What can you tell us about this?
- [16:14]
Ben Jones
Yeah, so inside of the YouTube studio, like as a creator, if we go back and have a look, there is a promote section that you can actually run. So if you. And normally it was just for like a long form video or you know, video that was longer than a couple of minutes. And you could go in there, push promote and you'd be like, hey, I want to promote my channel or this particular video. And there's not. It's kind of like the boost that you'd find in Facebook, you know, like, hey, boost my post and you'll get this many views. You know, whatever it is, it's like that. And I think YouTube's big thing is, look, this is going to make it really, really easy. If you just want to put 5 or $10 or $100 on a video and just see what happens, it's kind of a pay to play and I think you can do that. And it's good, but not great. And I think that the big thing that they've done now is they've now allowed us to do it for YouTube shorts as well. So for YouTube shorts you can now go on and do the same thing look as from the ad side. Like if you're going to pay for a view this is probably not the best way to do it because you're going to come up and in interruptive ads and lots of other ways of doing it. And they've made it simple which is nice without having to learn the YouTube ads or the Google Ads back end. But I think you just give so much away by doing that. You don't have access to some really cool targeting options. And here are just a couple that I would recommend. For example, you can pick, create your own, let's say you've got people converting who buy a product or something like that. You can actually go out to look alike audiences of those people who have already bought stuff and just show those people your ad which you're never going to be able to do just off the click of a button in the back of the YouTube studio. The other cool thing you can do is target people by income in the back of Google Ads, right? So let's say that you only really want to, you know, you get lots of subscribers but you know that the more wealthy ones buy your product or service, right? So why not just cap that out at the top 20 or 30% of income owners, you know, like it's just, there's just so many cool things that you can do in the back of YouTube ads. And to, to just give Google all the control on that is, is just crazy. So while it's really, really cool and you can do it in YouTube shorts now and they're trying to make it as easy as possible, I think you're going to do yourself a disservice by playing around with it like just go into the back end. Here's a pro tip. Run, run a demand gen, run it on a lookalike of something that's already converting and you get way better, way better results. And we're actually doing this and we're getting in like channels that would normally be expensive like something like money or business or wealth generation, those sort of really expensive niches. We're getting people who are like similar to people who are subscribing or similar to people who are buying for like cents on the dollar for a 32nd view or you know, under sense. So it's just, it's just crazy. Like I think it's a great update that they've got. But in the world of ads, there's just so many better ways of doing it than that.
- [19:04]
Jerry Potter
Of course. Yeah. But I think they want to give people an opportunity to, you know, like test it out. And I, I keep thinking about the shorts related video feature. Like if you had a short that was doing well at driving views to a related video that you connected it to, which I keep playing with this. And I don't, I just, I don't. They're not working that well because I don't think the consumer behavior is there yet. If somebody's watching a short, they're not that likely to go and be like, oh, let me go watch this 20 minute video here all of a sudden. But I see it right when you use this promote button, like there's no targeting. It's just we're, we know who's going to want to see it. Is that right?
- [19:37]
Ben Jones
Yeah, I think there is targeting. Like you can go in and you can be like, I want to target people in this country.
- [19:43]
Jerry Potter
Okay.
- [19:43]
Ben Jones
And it's like, I want to target for channel growth or views on this video. So that's. But it's all very top level, obviously.
- [19:51]
Jerry Potter
Yeah. Not, not what you can do in Google Ads and everything like that.
- [19:54]
Ben Jones
Look, I think. And you're 100% right, Jeremy. If you just want to be like, hey, I've got a really cool performing video. I don't have time to go into the back end and play with all this stuff. And I just want to get more reach on this video because it's performing really well. Like, I think, yeah, why not? Like, but if you wanted to just spend the extra five minutes creating a sick campaign, that would be bad.
- [20:16]
Jerry Potter
Five minutes for you, Ben. Not for the rest of us necessarily, but then somebody can hire somebody like you obviously. So. All right. Speaking of ads, you know, I remember the trend a few years ago with people that were monetized. They're like, let's make longer videos because mid roll ads add so much more money. And. But the nice thing is that as a viewer, mid roll ads are generally somewhat terrible. But I think it sounds like between AI and some other things, they're making a lot of improvements to mid roll ads that are going to start rolling out in May. So what are we seeing here with these updates?
- [20:44]
Ben Jones
Yeah, so I think this update, the big one here is like, hey, if you're already running automatically mid roll. So like at the moment you've already got YouTube putting the mid roll ads where you want them and you can do this in the back of YouTube Studio on your channel. Right. If you're already doing that, then that's fantastic. You don't have to worry about anything here. But I think what the big change is when you're doing the manual mid roll ad. So these are the ads that while people are watching your content, in the middle of it, an ad pops up. They are a bit annoying. And I think what YouTube's trying to do here or Google's trying to do here is they're really trying to find that balance between turning off people from leaving the channel because ads are popping up in the middle of their content and disrupting them. But to be able to show them an ad that, that feels organic in the right spot and people don't mind waiting the five seconds to skip because they're all the pre roll ads. Right. And I think what the good update that they've done here is they're not taking away any controls. And I think this is when this come out, people were really concerned about this. Like, you know, oh no, they're making the, making it automatic only. And I really want to be the manual person that puts my ads in the right spots and because I feel like it's the. For my viewers. But I think the cool thing with this is what they've done is they've given you the option to have like a manual and an automatic so you can run them side by side. So you can still do everything that you were doing before if you were just doing manual. If you were just doing automatic, it's still the same. I think the big update is if you set the manual where you want to put the video ad, what we'll do is we'll run an automatic over the back end and compare all in the one setup so you can actually see, you know, is it hurting your watch time where you put it or is it better where YouTube thinks it goes? Which I think is kind of a cool update. But yeah, so I guess the future will tell around.
- [22:24]
Jerry Potter
So I'm grinning because that sounds like all of us are going to find out. We don't know best. Like, you know, because in my other podcast that I host in the audio version, I specifically script a moment where I tease what's coming up because we drop in audio using dynamic audio in that I specifically choose a point and I manually put it in there. But I just have a feeling between AI and YouTube and the algorithm, if I'm doing that, YouTube's going to come back and go, yeah, you were wrong. You don't know this as well as we do. Most likely just seems like one of those things, but we'll see.
- [22:54]
Ben Jones
I'd say, I'd say it's going to go that way. I mean, I mean, who knows, like if you're really good at it, you might beat it. But I mean, AI is pretty smart these days and they're going to know where the watch time is and where people are dropping. They're going to have real access to that real time data way better than what you're gonna see it.
- [23:09]
Jerry Potter
So yeah, another area of ads that they're making updates around and improvements is around the ad suitability. Sometimes a video gets put up and it gets marked as limited or no ads. And so they're updating this to hopefully let more videos get through, as I understand it. Right. What are they saying around this?
- [23:27]
Ben Jones
Yeah, so I think that the big thing there is they, I think what they're looking for is they want to get more inventory to put ads on. Right. And at the moment, and YouTube's actually pretty good. Like, you know, if you're trying to run ads on Facebook, getting them banned and blocked and things is like a daily occurrence. I happen to all the time. It actually doesn't happen on YouTube as much as you would think. You can pretty much run ads that say they're a lot stronger than what you could run on Facebook, for example. You can get away with a lot more. I think some of the things here around the content that can have ads on it is what they're talking about. Not so much the ads, but it's more like, hey, we want to get content that can actually have more ads on it. And this is kind of a backlash from, you know, if we go back a little while where it was all about, hey, you know, our brand doesn't want to have ads on it. You know, it has to be this particular type of ad. And then YouTube, you know, turned around, I think it was about two years ago and said, look, we don't care what. You used to be able to turn off ads on your channel, like, I don't want ads. And then they turned around and said, I don't care, we're putting ads on your channel. Deal with it.
- [24:26]
Jerry Potter
Yes.
- [24:27]
Ben Jones
And there was this whole back and forth on it. And I think this is like an extension of that older argument, if that makes sense of, you know, like, hey, now that we're actually creating content, you said that you'd put ads all over my channel. Why is it that some of my videos can't get it. And I think it's.
- [24:42]
Jerry Potter
Yeah, okay.
- [24:43]
Ben Jones
I don't think it's a relaxing of it. I think it's probably just better approvals of content than what they had previously.
- [24:49]
Jerry Potter
Okay. All right. Now this is an interesting thing because I could see this next update potentially decreasing the amount of ad placements available. Not that they're, you know, there's plenty of them on YouTube, obviously, which could drive up rates. But YouTube Premium is the service where you can, you know, get rid of commercials and, you know, listen with the screen off and things like that. But they are now adding a lower tier called YouTube Premium Lite in the US so what is the difference here with this lower tier?
- [25:16]
Ben Jones
I think the biggest difference is going to be price right at the end of the day. And I think, and I think like we talked about the beginning, like, I don't know how true it is about more people being on TV than they are on devices, because I feel like every device in the world has YouTube on it. Right. But hey, if they're making the claim, there must be something to it whether it's just more people watching on tv. And I think this is, this is the big one, right? Like, how do we get people to pay for the subscription without actually, you know, like, and still be able to serve some ads in some places? And I think this is kind of their in between offer that they're gonna make. I'll be really interested to see how this rolls out in the US because obviously as an advertiser, this is one of the big questions that I get asked is like, what do you do for people who pay for the YouTube subscription that don't see ads? Right.
- [26:04]
Jerry Potter
Does that come up a lot with your clients?
- [26:05]
Ben Jones
Yeah, well, people are like, oh, well, because on Facebook you can't not see ads. It's just part of the deal. Right, right. And particularly people who have that subscription on YouTube, they're like, well, I don't even see YouTube ads, so how do I know they're going to work for me? And it's not that it's an objection, but it's. It's something that people will say that, oh, my clients are like me and they would never have ads on. Right. Which is just not the case. It's just such a big platform and, you know, the percentage of people actually do pay for it is a lot less than what people think, depending on which country that you're in. And the reach is massive. But I don't think it's going to affect the ad space. In any way. I think what it will do is it'll actually just get heaps more people have a better user experience on YouTube, particularly if they're watching on TV. So. So I'm interested to see how that goes, which again, the way I'd get around that is kind of what we talked about before is have your ads pop up not as an interruptive ad, but have it come up in a way where people are searching for your things and you're coming up in search results. Like, I think that's going to be a better way around this than having interrupted.
- [27:08]
Jerry Potter
Are there on page ads like that? If you have. I just got premium a couple months ago and it was one of those things like, oh my gosh, how have I not done this before? But now I'm trying to think. I think I feel like I still see ads in search results.
- [27:19]
Ben Jones
Yeah, the jury's out on this one.
- [27:21]
Jerry Potter
Okay. Obviously I could go and do a search and see, but I just was curious if you knew because yeah, I've.
- [27:27]
Ben Jones
Been told both even from our Google rep, like we had a chat with them just recently on this topic. I was like, so if I run this and people have it, are they going to see it? Would they shouldn't. And I said, but some people are saying that they still do. And then, well, sometimes it depends on the user. And I was like, well, do they see it or not? And yeah, I can't get a straight answer on it, so I would try it and see what happens. But I think either way, if you're going to run that type of ads, whether they've got the, the premium or not, you're going to get to the right audience, which is really the outcome of the ad at the end of the day.
- [27:58]
Jerry Potter
Yeah. And as a marketer, obviously we hope maybe they do some of these. So it looks like it's going to be priced at about half of what full YouTube Premium is at 799 in the US and it's also supposed to be rolling out in Thailand, Germany and Australia if you don't already have it. Just as a heads up if that is something that is part of your marketing plan. And I always love when there's more transparency and the ability to work with influencers and creators. I remember the early days, you know, when I was at the agency and it's like, yeah, find somebody that, you know, we want to work with influencers and you're trying to vet them and are their comments real and you know, are their followers real and all of that and YouTube is now rolling out some updates to make that even easier to find these people. So what are we seeing with this update, Ben?
- [28:40]
Ben Jones
Yeah, I think this is, this is going to be really cool. I mean, the people want an authentic experience on, on YouTube or no matter who they're following. Right. Like, is, is this real? You know, are people actually following this person? And, and it wouldn't be the first time that, you know, a brand or someone has just paid to look better than they actually are. Right. And I think this is, this is kind of goes with that. It lets people know that, hey, look, this is actually a real thing and these people are, you know, legitimate. I'm not going to say I don't think it's the same as a blue check mark, but I think it steps in a way to, to make people come across as being authentic. And this is actually a real human.
- [29:14]
Jerry Potter
Yeah, it's interesting. So it's going to be in the Google Ads interface. And one of the most interesting thing I saw was they'll actually show a suggested price to reach out and offer them. And I don't know, do you do a lot of work with influencers with your clients or.
- [29:29]
Ben Jones
We do, but I think, I think this is going to connect people. Well, I actually don't know how this one's going to work because influence, always. Influencers. I shouldn't say always. Influencers usually like to set their own pricing and their own terms. So they're going to be like, hey, look, if you want to put an ad on my channel, here's what has to happen and blah, blah. But I think YouTube really wants a piece of that particular pie and I think there's a massive market for connecting, you know, influencers with advertisers. Right. So if they can, if they can make that even introduction easier, that would be cool. I think it's cool. But I think like the other way of doing it is you can actually just run ads on placements still on people's channels and things. And I think maybe it's, you know, if I wanted to put ads on that channel, I could.
- [30:14]
Jerry Potter
Yeah. One of the unique things about YouTube ads, for sure.
- [30:16]
Ben Jones
Yeah. So for me, I think like, maybe it's a cool way if you wanted to get that creator involved in the actual ad and have them in it or something like, is that how it's going to play out? But yeah, I mean, at the moment I'll be really interested to see how that goes. I think it's a good way for connecting influencers with advertisers outside of that, realistically, you can actually just go to that channel and run ads anyway.
- [30:38]
Jerry Potter
Yeah, that's a fair point. All right. If you want to learn more about that, it's called Brand Connect, all one word. So you can search for that and find out. Obviously, there's always lots going on with YouTube. And if you want to stay ahead, make sure to consider joining us at Social Media Marketing World. March 30 through April 1. Grab your ticket today at SocialMediaMarketing World. Ben. Can't wait to have you back again. Social mediamarketing World. And until then, where's the best place to discover more about you? Ben?
- [31:03]
Ben Jones
Yeah, look, just reach out to us on LinkedIn if you want to. If you wanted to, like, individually have a chat with me now, my name is Ben or Benjamin Jones. So, like, you know, hey, there are a few of us out there, right? So, but if you wanted to just connect with me, like, I just see some of the cool stuff that we have help people with YouTube, you can just go to our website, which is just titanmarketer.com check us out there. But super excited to be coming to Social Media Marketing World again. Such a great opportunity. If you're not, if you haven't been and you're thinking about it, like, grab a ticket. It's actually probably the most awesome conference I've ever been to. Very grateful to be asked to come back and speak again. It's just such a good crowd. So I'm actually bringing friends. They're flying over me this time. It's going to be an absolute blast. Yeah. So make sure if you haven't got a ticket, Social Media Marketing World, go make it yours. And you have an absolutely awesome time. Come up, say hi. It'd be great to have a chat.
- [31:52]
Jerry Potter
Awesome. Thank you, Ben. We will see you there. And until next time, may you be wise with your marketing decisions. Thanks, everyone. Take care. The Social media marketing talk show is a social media examiner production. For more social media insight, visit social mediaexaminer.com.
- [32:12]
Shauna Allen
We'Re in the biggest shift in marketing history with AI and social algorithms transforming everything. That's why Social Media Marketing World 2025 isn't just a conference. It's your complete marketing transformation. Whether you join us in San Diego or virtually, one breakthrough could change your entire career. Secure your spot today@socialmediamarketingworld.in fox.