YouTube Creative Best Practices

Being the world’s second largest social media platform, second only to that of Meta
(previously known as Facebook), with over 2 billion monthly active users YouTube is
the leading choice for video marketing in 2022.

In previous years, businesses small and large alike have hesitated integrating videos
into their ad campaigns because of both the idea that the campaigns are difficult to
set up and the cost of the campaigns themselves. However, with the shift in how
people use their devices, avoiding video in 2022 is a recipe for disaster. And the
majority of marketers understand that.

You can no longer afford to ignore one of the leading marketing platforms in the

That’s why, we’ve put together this comprehensive guide, to show you exactly how to
advertise on YouTube and get started with your first ad campaign.

All you need is a targeted strategy and the right team, and you can easily capture the
perfect audience by creatively using YouTube video ads. They’re the perfect tool to get
your message to your audience (and get a buy-in) if you know the best practices to
develop your campaign.

The Best Creative Practices for advertising on YouTube in 2022

Simply, remember your A, B, C, & D’s. 

  • A_Attract: Hook consumers’ attention and get them to tune in.
  • B_Brand: Help consumers see/hear your brand and stand out from the wave of advertisers on the platform. 
  • C_Connect: Make consumers think or feel something for your brand
  • And lastly, D_Direct: Drive them to take action.


When trying to attract the right audience there are 4 key elements that matter from
the start of your ad: Framing, Pace, Humanization, and Surprise.

● Framing: Use tight framing on the subject whether it’s a product or a person.
“Focusing on people can increase a viewer’s expressiveness (i.e., an emotional
reaction, gauged by facial expression) as they see an ad. This increase in
expressiveness is tied to cross funnel campaign improvement.” (YouTube
Creative Practices 2022, Kantar)

● Pace: Aim for 2+ shots in the first 4 seconds, scene changes support
engagement if the rate of change is balanced with information load. Simple ads
with low information can have faster pacing than more complex ads with high

● Humanization: People like people. Utilize them when creating your ad campaign
and include human subjects early on within the video.

● Surprise: Use stunning, delightful, unexpected or otherwise memorable
imagery. You want your graphics, text, and your transitions to engage the
viewer and keep their attention.


Naturally integrated products, logos and audio cues are particularly important
elements to land your brand with the viewers, you can do this by: Introducing,
Mentioning, Reinforcing, & Differentiating.

● Introduction: Introducing your product or brand in the first 3-5 seconds is
positively correlated within all brand metrics.

● Mention: Audio with mentions of your brand by people who are on screen are
associated with better results than audio mentions of people off-screen. This
reiterates one of our first points, humans like humans.

● Reinforce: Logo placement matters, and the most effective placement depends
on your marketing objective.

● Differentiate: Show visuals and colors unique to your brand. “Brand assets,
such as emblems, logos, spokespeople, characters, taglines, colors and jingles
are powerful drivers of brand associations and competitor differentiation.”
(YouTube Creative Practices 2022, NielsenNeuro)


Storytelling style, message, people and audio are key to keep people watching and
make them think or feel. This is integral to connecting with the viewer and the best
ways to do that are: Integrate, Engage, and Associate.

● Integrate: Use function and emotion as levers that work together or
independently to engage views. Functional storytelling works!

● Associate: Make people core to the story. People help hook viewers in ads
opening moments and facilitate connection. (Example: celebrities or people
‘like me’.)

● Engage: Lean into emotional levers like action, humor, or intrigue when it works
for your brand.


Audio and visuals are key elements to reinforce your message and encourage your
viewers to act, and you can use these effectively when you: Prompt, Inspire, and

● Prompt: Show offers and call to action through text cards, simple animations
or voice overs.

● Inspire: Use offers that inspire a sense of urgency for example, a limited
timeframe or limited units available.

● Compel: Use specific call to action. Clear concise CTAs drive the most impact.

Lastly: Bring it all together!

Having the knowledge of the best practices is just the first step. You need the right
team behind you that is committed to the growth of your business individually. A
team that works with you to create ads that inspire action and compel consumers to
care about your brand. To find this, look no further than 565 Media. We help clients
achieve leaner growth, we are hands-on, agile & performance driven with a singular
goal to grow revenues cost-effectively.

Tik-Tok 2022 Best Practices

TikTok, whether you love it or hate it, you’ve heard of it by now. It’s the world’s most
downloaded social media app for short-form videos and has successfully attracted an
audience even past that of Gen Z and millennials, all while offering engaging, consumable
content. Over 500 million people actively use the app globally and as of now, the app is
available in 141 of 155 countries, which means a broad reach for brands and influencers

It’s increasingly becoming a platform to help skyrocket a brand’s social media presence,
and in turn, their profit. And it can all be done with only one viral video. So, you know you
should advertise on TikTok, but how do you succeed? Should you mass-post? What
format should you use? How long should my ad be? Is there a right song or a wrong
hashtag? In this article, we will cover the best practices to be successful, not only by the
benchmarks set by the platform but by the community itself.

So, what should I do?

In 2021, TikTok introduced some of the best creative practices and what each of their
top-performing ads has in common. The most of which is using it’s own video creation
tool. This can be used within the app itself and has a plethora of creative filters, trending
sounds, and engaging options for call to actions, all right there at the tap of a finger. The
use of the video creation tool can ease the creative process as well as help your business
look native to the platform itself. This is a key component when creating ads for TikTok.
But what are the other practices? We’re going to break down what exactly those are, what
they mean, and how you can utilize these practices to exponentially grow your business.
Here are some best practices marketers and content creators on TikTok need to follow:

  1. Vertical Videos are a must. TikTok is an app that prioritizes vertical 16×9 videos,
    what does this mean for you? That you should do the same. When creating an ad
    for the platform, think natively. This means your video should be produced
    vertically while encompassing the full screen. “Video orientation matters as well.
    The vast majority of TikTok videos are shot in vertical format which means TikTok
    users aren’t expecting to have to rotate their screen to watch the next video on
    their For You Page. Videos shot in vertical format see a 40.1% lift in impressions
    compared to videos using a square or horizontal aspect ratio.” (TikTok Creative Best
  1. Make the video lengths impactful, not long. Ultimately, the length of your
    TikToks should make sense for the message you’re trying to get across, but overall
    shorter videos perform better. It only takes a moment for a user to swipe away to
    consume the next video. Because of this, it’s important to have an engaging start
    to your video, while producing an effective call to action, rather quickly before your
    viewer can move on to the next viral video.
  1. Don’t forget the music! If you’re unaware, TikTok actually originally was called
    Musically, an app kids used to make dance videos (sound familiar?) to different
    trending songs. While the name has changed, and there’s far more content on the
    platform now, some things never change – and that’s the importance of music in
    your videos. Including sound – a music track, voiceover, or just you talking to the
    camera – in your TikToks is more than a best practice; it’s a must-have for this
    sound-on environment. Adding audio of any kind causes a significant lift in
    impressions compared to videos without audio, and more than 93% of
    top-performing videos use audio.
  1. High res videos? Yes please. Quality matters – don’t let grainy videos prevent
    your message from getting through. There are a plethora of videos that have gone
    viral on TikTok solely because of the quality the video was shot in. What does that
    tell you as far as ads go? Your message is more likely to be retained if the quality
    of the video is the best that it can be. “The overwhelming majority of
    top-performing TikToks, 83.2% to be specific, have a video resolution of 720p or
    higher. These videos see an average 5.4% lift in impressions.” (Best Practices)
  1. What’s trending? Use it to your advantage. TikTok trends, whether it’s a
    trending sound, a dance, or a video concept, have historically been the reason
    businesses have gone viral using the platform. But how do you know what exactly
    is trending? Use the platform! Become your audience (if possible) and engage with
    the community that you’re trying to reach. Take Duolingo, for example. Their social
    media presence on TikTok alone has created an environment for their ads to be
    consumed in a way that never have before, all because they’ve taken to the trend
    of commenting on everything.

I know what to do, but how do I do it?

Well, that’s where experts come in. It’s important to have a marketing firm that will stand
behind you, explain the trends, and create concepts that are unique to your brand and
your message. To find this, look no further than 565 Media. We help clients achieve leaner
growth, we are hands-on, agile & performance driven with a singular goal to grow
revenues cost-effectively.