CREATIVE GUIDANCE ON YOUTUBE

Summary from the TLDR Marketing newsletter

Google says creative can drive up to 49% of campaign ROI, and small creative changes can lift YouTube conversions. For Demand Gen ads, adding a human voice lifts conversions 12%, text overlays 3%, and showing the brand within the first five seconds 4%. Google recommends designing for YouTube's native look, avoiding fake buttons or oversized logos, and featuring people wherever possible.