Del Sol, and its thoughts behind using YouTube to showcase its color-changing nail polish to inspire customers’ nail art creativity, were highlighted in a recent Forbes magazine article. Here’s a snip-it from the article by Steve Olenski.

How Advertisers Should Use YouTube In 2017 And Beyond

With well over one billion users and projected net U.S. video ad revenues of $2.59 billion in 2017, YouTube has become more than just a major tool for marketers it is quickly becoming the advertising platform of choice for businesses ranging from “Fortune 500” companies to garage start-ups.

Part of the reason that it is becoming so popular is that it reaches people across user lines that might not normally be exposed to a company’s message. Internet users generally fall into one of two groups, depending on how they primarily utilize the web, those that are looking for information or searchers and those that use the net chiefly for social interaction.

Being the second most used online search engine with more searches than Yahoo, Bing and Explorer combined and at the same time, being considered the third largest social media network, places it in a unique position to reach both groups. When you add in the versatility that comes from being able to combine both video and audio messaging into a single platform it is easy to see why so many companies are turning to YouTube to engage their target audiences and tell their stories.

Relatable Stories

“When we’re focused on telling relatable stories or sharing beneficial ideas with our fans and customers, our color-changing clothing and accessories need to become more than just products on a shelf,” said Scott Brady, VP of Communications for Del Sol, a leading global brand of color-changing apparel and accessories. “We’re trying to get people smiling, making memories, and spending time together, and our color-changing nail art channel on YouTube does just that – it brings our products to life in a very real, do-it-yourself way.”

As with any tool, though, the key to gaining the biggest advantage from its use is in knowing how to properly employ it. Just as you would not drive a nail with a handsaw, not all YouTube ads are or should be created equal. Each should be a carefully thought-out piece that fits into an overall marketing strategy.

The first step in designing winning YouTube ads may seem obvious but is often overlooked by advertisers who are unfamiliar with or unsure about using this medium. That is defining your audience and designing specific content to target each specific demographic group you would like to reach.

In fact, it is a good idea to not only produce separate content for each of your target groups but to have separate channels for each. Of the top 100 advertisers on YouTube 56 have 10 or more channels, each targeting a specific sector.

Read the entire Fortune article here.