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Workshop

Paid Video Marketing for YouTube & Social Platforms

Paid Digital

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Description
Video marketing is one of the most engaging and effective formats in the digital marketing landscape. With the rise of short-form content and the increasing dominance of platforms like YouTube, TikTok, and Instagram Reels, businesses have more opportunities than ever to reach, inform, and convert their audiences through paid video advertising.

If you’re already using video organically, you’ll know its power - but combining this with paid video marketing can significantly enhance reach, precision targeting, and measurable results. This workshop explores how to use paid video across key platforms to drive brand awareness, engagement, and customer acquisition.
Overview
Who should attend?
Business owners, marketing professionals, content creators, or anyone involved in growing a brand or product online - particularly those looking to enhance their digital presence through the power of video. No prior video production or media buying experience required..

What’s covered:
• The fundamentals of paid video marketing: how it differs from organic video content and how to integrate it into your broader digital strategy
• Understanding different video ad formats (skippable, in-feed, story-based, etc.) and how to choose the right ones for your goals
• Campaign planning: aligning video objectives with marketing outcomes such as awareness, consideration, conversion, and retention
• Overview of platform-specific strategies:
o YouTube: Discovery, In-stream, Shorts ads
o Facebook & Instagram: Story ads, Reels ads, In-feed videos
o TikTok: In-feed ads, Spark ads, TopView and branded effects
o LinkedIn: Sponsored video and lead-gen focused ads
• Understanding targeting options and audience building based on behaviour, interests, demographics, and custom audiences
• Measuring success: interpreting video analytics and key metrics like view-through rate, completion rate, engagement, and conversions
• Managing and optimising campaigns in real-time for improved ROI
Best practices for creating effective video content - messaging, duration, call-to-action, and design
Outcome
What outcomes will be achieved?
• Understand the landscape and opportunities of paid video marketing across major platforms
• Learn how to choose the right video ad format and platform for specific campaign goals
• Gain confidence in managing the end-to-end lifecycle of a paid video campaign — from concept to delivery to reporting
• Discover how to produce impactful video content even on a modest budget
• Apply practical action planning exercises to develop a clear roadmap for implementing paid video campaigns in your own business
Additional Information

Eligibility:
This workshop is open to established enterprises located in Derby, Derbyshire, Nottingham and Nottinghamshire.
 

The project is funded by the UK Government through the UK Shared Prosperity Fund.
 

By booking onto this event you are confirming your agreement of both the Data Protection and UK Subsidy Control Statements below.

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Presenters & Panelists

Liam Lally
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