Best YouTube Marketing Strategies for SMBs

Who is the most popular FAST CTV provider? YouTube. Pixability’s survey of ad agencies reveals that 51% see marketer investment in YouTube increasing. They are following consumer attention. Currently, over 18% of U.S. adults regularly watch streaming TV content through the YouTube platform, according to AudienceSCAN. But that’s just the start. Your clients should know the following YouTube marketing tips.

How can YouTube benefit SMBs?

If your accounts aren’t engaging with the many advertising opportunities offered by YouTube, they should be considering it. A Wall Street Journal report indicates that larger brands don’t invest enough in ads on YouTube. But smaller businesses are buying ads because of the lower costs. This is a great way to get in front of a growing audience that is spending less time with linear TV.

FAST is popular with consumers. The breakout of consumer video media time, per Nielsen, breaks out as follows:

• 47.5% Streaming (includes FAST)
• 21.4% Broadcast TV
• 20.2% Cable
• 10.9% Other

FAST TV providers are competing hard for ad dollars. The audience is increasing. But so is the supply of ad space, which means there’s pressure on pricing. eMarketer notes that $27.24 CPM in 2023 dropped to $26.91 in 2026. Industry analysts point out that FAST is like “budget cable.”

In Pixability’s U.S. YouTube & Connected TV Media Agency survey, respondents reported on their clients’ attitudes about YouTube. The survey findings reveal the interest in YouTube as an advertising platform.

Over 50% see an increase in marketer spending on CTV and YouTube. But only 8% see an increase in linear TV.

Why YouTube is ubiquitous 

Reports show consumers catch up on their favorite entertainment on YouTube. Then there are the exercise videos accessed during the day. A busy parent might check out a creator’s cooking lesson accessed just in time for dinner. One of the best YouTube marketing tips is to set audience selections carefully when setting up an ad campaign.

YouTube has become many things for advertisers and agencies. The internet giant reported around $40B in ad revenue for 2025.

Agencies and marketers see YouTube as a service that provides multiple ways to reach audiences:

• A stand-​alone video platform 73%
• Connected TV platform 63%
• Social media platform 50%
• Direct response channel 30%

YouTube as a social platform

As a social platform, around 42% of U.S. adults report regularly using YouTube, reports AudienceSCAN. In addition, around 55% of these consumers also do not use cable or satellite to watch TV. This behavior may make them more likely to spend time on sites like YouTube where they are seeing ads.

Direct Response Ads

YouTube is emerging as a way to roll out direct response ads. Around 18% of YouTube users influenced by ads in the past 30 days are poised to make changes this year. They’re looking to switch their internet provider and their mobile/​wireless provider, reports AudienceSCAN. A YouTube direct response ad could prompt them to make a change.

In particular, agencies are expecting that YouTube Shorts will play a bigger role for ad strategy this year. The percentage has increased to 67% from 50%.

Analysts point out that short videos are exploding in popularity with audiences. The content captures consumer attention on mobile phones. Short videos should be visually engaging, include music, and send out a call to action that matches an advertiser’s brand. This is a perfect format for a direct response ad.

With AudienceSCAN profiles, agencies and marketers can learn more about the attitudes and behavior of target audiences. This data can inform the style of short video that will connect with the audience. For example, Tattoo Shop Customers, are generally under age 30. Beyond that, 25% consider themselves physically fit and 16% call themselves early adopters.

These consumers are also socially conscious. Around 33% regularly give time or money to causes or charities that focus on homelessness, hunger or poverty. A quick mention of a tattoo shop’s support of these types of causes will draw more interest in a short video that’s doubling as a direct response ad.

YouTube as CTV

Around 62% of agencies will include YouTube CTV when they are buying for clients. In fact, 69% of agencies in the Pixability survey believe “YouTube on TV screens will be used in more CTV campaigns than ever before.”

But analysts point out that many larger brands are underinvesting in YouTube as CTV. This underinvestment may be related to the way brands allocate media. For many, YouTube falls into the digital ad portion of the budget instead of the traditional TV portion. This situation means opportunity for your smaller accounts.

YouTube as an AI Heavyweight

It may feel like an unfair advantage, but researchers report that 29.5% of Google’s AI Overviews feature a YouTube video. That’s because “YouTube is now a top source for LLMs,” reports Digiday. This also means that your accounts should be posting videos to YouTube. Of course, these videos can’t be direct ads, but they can show use cases. Information density, with the right wording, counts in videos. Use this data point as another way to share top YouTube marketing tips with your accounts.

They will need your help to set up their campaigns as they seek new leads and new business.

Image on Pexels by Kampus Productions