As estate agents continue to seek innovative marketing avenues, YouTube Shorts emerges as a promising frontier. Though it’s been on the radar since 2022, the options for targeted advertising within this format were initially limited. Now, the landscape is changing—and this could be a game changer for Estate Agents.
The advertising potential on YouTube Shorts remained largely untapped, with most advertisers previously confined to buying ad bundles that included Shorts. This all changed at the recent Possible conference in Miami, where YouTube announced a significant update: advertisers can now purchase ads specifically for certain content categories within YouTube Shorts.
This means estate agents can strategically place ads in video segments that resonate with their target demographics. For instance, if a new housing development with a focus on luxury and lifestyle is ready to hit the market, ads can be precisely placed within the beauty, fashion, and lifestyle Shorts, capturing the attention of potential buyers who align with this niche.
The implications for marketing are vast. YouTube's director of product management, Melissa Hsieh Nikolic, emphasises the opportunity to reach highly engaged users. This targeted approach doesn’t just scatter ads to a broad audience; it zeroes in on viewers with interests directly related to the content provided.
To guide brands through this new territory, YouTube has released an updated guide with tips for creating effective Shorts ads. For estate agents, the advice is clear: highlight the unique selling points of a property or service when aiming to boost purchase consideration. Those looking to drive immediate conversions should prioritise clear pricing and calls to action, guiding viewers directly from ad to inquiry.
As the platform evolves, so does its ad targeting capabilities. Over the summer, YouTube began testing the waters, allowing select advertisers to buy Shorts ad space separately. This feature has expanded, offering more selection and control for advertisers in their video reach campaigns, aiming to optimise ad placement across YouTube’s vast inventory.
For estate agents, this development in ad targeting is a timely opportunity to refine their marketing strategies as the cost of Rightmove increases. Although YouTube suggests that purchasing Shorts as part of a media bundle may still offer the best reach, the ability to focus solely on Shorts allows for a more tailored approach.
