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As part of our ongoing effort to provide valuable brand resources, we’re launching a new Brand Glossary Guide weekly series. By providing definitions, examples, and practical applications for the influencer marketing industry’s most relevant terms, we strive to help brands better understand how influencers can expand reach and engage with their target audiences. To begin, let’s examine an effective way for brands to boost visibility and engagement at the end of a sponsored YouTuber video: the YouTube end card.
YouTube end cards, which can be seamlessly integrated into a sponsored YouTuber’s video, oftentimes includes the brand name, brand logo, and links to other brand videos or websites. As such, YouTube end cards can greatly increase visibility and promote further engagement on each YouTuber’s video.
A YouTube end card is a graphic at the end of a YouTube video that encourages viewers to explore more content or directs audiences to take a specific action (call to action). Also sometimes called an outro card, slate card, or end screen, YouTube end cards are a part of the YouTube video ensuring 100% viewability on both desktop and mobile devices (due to ad blocking, many traditional digital marketing and advertising channels including pre-roll, display, and banner ads are never seen).
YouTubers often use another YouTube tool, annotations (though only seen on desktop and not mobile), to promote other videos. Brands can take advantage of the same tools to include brand logos, calls to action, and links to other relevant content with YouTube end cards. By suggesting adjoining content or more ways for viewers to engage, both YouTube influencers and brands can increase exposure.
Top YouTuber channel, Dude Perfect, creates the perfect outro for video brand sponsor, Nike, with an expertly designed YouTube end card. After an epic snow storm battle showdown with the members of Dude Perfect (decked out in Nike apparel), engaged audiences and subscribers upon viewing the YouTube end card, can easily visit the sponsoring brand’s site.
With over 8.5 million subscribers to their channel, Dude Perfect’s Nike sponsored YouTube video has been viewed over 7 million times to date. Done properly, a YouTube end card ensures maximized exposure for brands.
Similarly, this YouTube end card example from top YouTuber Devin Graham “Devinsupertramp,” provides video sponsor Speed Stick prime branding and direct-response opportunities as it’s served to nearly 11 million video viewers.
While custom YouTube end cards are created by the YouTuber and appear as full-screen graphics filled with links to content, YouTube’s newest innovation, simply called cards, appears as a standardized text box with “i” icon at the top of the video (see example below). When a viewer clicks on a card, an interactive sliding side box containing links and other relevant information opens while the video is still playing. Cards can be inserted at any time during the video and are viewable on both desktop and mobile devices.
To most effectively reach audiences, YouTubers and brands can use a combination of both YouTube end cards and YouTube’s card icon function to drive engagement and encourage viewers to take a specific action.
Because YouTube end cards are made by the video’s creator, the possibilities for how each card looks and functions are endless. However, YouTube’s parent company Google has identified several ways to increase engagement using end cards:
Because ad-blocking software has made advertising on YouTube videos unreliable, incorporating brands into Youtube end cards can guarantee 100% brand visibility and increase engagement with an effective call to action text and images. End cards also increase exposure by encouraging users to watch videos longer which, in turn, increases a video’s reach through higher search ranking.