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having thousands of Twitter followers if no one ever retweets you? Indeed, it is the same thing with YouTube: just having views is one thing, but comments can show if you are connecting with your viewers or not. (Strong Coffee team, 2018). YouTube - Google support suggests scrolling down the video's page to find comments section. Also, it is important to remember that all comments on YouTube are public and anyone can reply to a comment that you post. (YouTube - Google support, 2017). Consumers are more likely to reply directly under video rather than use other social Medias to share their opinion. It is possible to increase the level of Engagement by welcoming these comments during video advertising as well as responding to the comments. (Amy B, 2015). • Control negative comments Gideon Shalwick (Video Advertising on YouTube) says that when you have very negative people commenting on a video (sometimes called “trolls”), there’s no one-size-fits-all answer. The author aims when the negative commenters do have a valid point, it is better for the business to respond to them in a clever, non-egotistical way. This can solve the problem or misunderstanding between viewer - company and show customers that the company does respond to criticism and have a valid comeback, which can be valuable for the brand. But truly Dane G suggests deleting or block all filthy comments. (Dane G, 2014). The comments-to-views ratio is a great way to track your engagement. There is no perfect formula to count or get the clear answer but according to some studies of Google (2017) if your video has 1000 views and five comments, you have a 20:1 ratio. It gives an idea that video is engaging, it is also important to keep in mind that not all comments should be only positive or negative. Over time, it is better to try to lower that ratio. So, maybe you aim for a 10:1 ratio, or in general: 10 comments on a video to 1000 views. (Strong coffee team, 2018). 50PDF Image | YouTube as an advertising platform
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