Social media has democratized video creation like never before. Expertise is no longer necessary to make great, marketable content. And the internet’s most popular videos feature more than just entertainment. Over 70 percent of viewers ages 18-34 watch videos to pick up new skills or research topics of interest, according to Google research.

It’s clear that consumers are flocking to digital video in droves. Data from Deloitte shows that the average internet user watches around 15 hours of online video each week. By far the most prolific video sharing platform is YouTube—the world’s second largest search engine after Google. As a direct response strategy, YouTube can be just as valuable as the most effective search engine marketing. Nearly five billion YouTube videos are viewed daily, which means a wealth of opportunities for savvy marketers to predict customer intent, and create actionable ads.

A good way to generate leads via video is to take advantage of the constantly updated selection of video ad formats deployable on YouTube. One newer format, Trueview for action, lets marketers incorporate headline text containing calls to action within their in-stream ads. The text is meant to encourage viewers to visit a service’s websites, provide contact info for product updates, or take a variety of actions that increase website traffic and drive conversions. When combined with other Google Ads perks, like Customer Match—which uses online and offline customer data to target ads—these tools boost click-through rates and lower cost per conversion.

Advertisers should also keep in mind one of Youtube’s most favored genres: music. Official music videos still earn massive viewership, as well other traditional fare, like artist interviews. But newer categories like mashups, lyric videos, song reactions, and meme parodies are viewed heavily on YouTube as well. For instance, Google data reveals that from 2017 to 2018, over 3,100 years’ worth of lyric videos were watched on YouTube.

And it’s not just teenagers that are drawn to YouTube’s music selection. A Google survey states that 65% of Americans age 35-54 visit the site at least once a week for music-based content. For YouTube users specifically, this activity translates to music purchases. In the past year, 91% of site users said they viewed relevant videos before buying music related products.

To transcend a pure SEM campaign and earn a backstage pass to masterful marketing, advertisers should tackle YouTube with a comprehensive strategy. A strong selection of video ad formats and other Google Ads tools can create actionable content. In addition, partnerships with Youtube’s popular and prolific influencers—such as those that dominate the music video genre—are invaluable as well.