Background• Youtube was created in February 2005 by three former Paypal employees : Chad Hurley, Steve Chen and Jawed Karim.• It was created as a way for people to upload videos and share content, for free.• First video ever uploaded was called “Me at the Zoo” and showed Karim, one of the creators, standing in front of elephants at the San Diego Zoo.• http://www.youtube.com/watch?v=jNQXAC9IVRw
Background• During the summer of 2006, YouTube was one of the fastest growing websites on the Web.• On October 9, 2006 Google bought YouTube for $1.65 billion.• On July 23, 2007 YouTube and CNN hosted their first presidential debate, featuring citizen-submitted video questions.• In the 2008 election cycle, 7 of the 16 presidential candidates announced their campaigns via YouTube.• On October 12, 2009 YouTube passed 1 billion videos a day.• Today http://youtu.be/ZuY_EzTonDc
Youtube “Socially”• Youtube is the second biggest search engine and is used to share, embed and connect people socially.• You can “friend” people, subscribe and comment on other videos or pages.• Musicians use Youtube as a means of sharing their music.• Youtube is used for presentations and sharing valuable content with others.• Advertisements are now run on popular videos.• Youtube has been used in political debates.• Also used for people to create webcasts and reach out to an audience.
Youtube Statistics• %70 percent of Youtube traffic comes from outside the US.• Over 2 billions videos are viewed everyday.• Over 4 million people are connected and auto sharing to at least one social network.• Over 5 million people have found and subscribed to a friends channel using YouTubes friend- finding tools.• Every auto-shared tweet results in six new YouTube.com browsing sessions.
How-To• First step: Make an account.• Second step: Set up your channel (if you want to).• Third step: Type video searches into the toolbar and watch, like, download, edit or add them to your playlists.
Things You May Already Do on Youtube• Create a playlist• Create a channel• Upload & share videos• Embed videos• Rip videos (not legal) to computer• Rip music (also not legal) and convert it to an mp3 or other music file.
Things You May Not Know You Can Do on Youtube• Leanback: You just sit back while Youtube plays videos tailored to your interests without you searching for new content.• Disco and “Tube Radio”: Youtube will create a playlist of music based on your interests and play a continuous stream.• Youtube Test Tube: You can sign up to test Youtube’s new services before they come out
Things You May Not Know You Can Do on Youtube• Create: You can create your own animated videos with Xtranormal Movie Maker and One True Media• Creators corner: A place where you can “find inspiration”, “upload & optimize your footage”, “edit your footage” and “upload it.• Creative Commons: Recently released is the ability to take videos from under the “creative commons” section to edit and do whatever you want with, legally.• Annotations: This feature allows you to create clickable links within videos to link to playlists, channels or other videos.
Things You May Not Know You Can Do on Youtube• Watch later: You can click a little “+” button on third party sites and when you come back later it will be there waiting.• Quiet tube: This strips everything out of Youtube except for the video itself allowing you to fully concentrate on the content.• Live: This service isn’t launched yet but is similar to Ustream and Livestream where you can watch shows live.• Youtube for TV: By clicking a link on your smart phone or internet enabled TV you can get Youtube formatted to watch.
Internet Marketing Integration of Youtube
Future of Youtube• Active sharing that signals when you are watching a certain video• Better video editing tools• Video recommendations based on what you’ve already watched• Analytic tools• YouTube is also planning some more “Tentpole Content Initiatives” to draw a mass audience including: The YouTubeGames, Living Legends,The YouTube Global Gathering.
Interview: Daniel Elias “Technology Youtuber and Reviewer”• 1.) What is your knowledge on Youtube? “To me YouTube is a video content creating platform which allows anyone from anywhere to make a video for free and distribute it to the world.”• 2.) Do you use it? How do you use it? “Yes we do use YouTube. We use it to create technology related content whether it be news, product reviews, interviews or even tutorials not only for our main target audience of Australia but the whole world. ”• 3.) How has Youtube changed over the past six years? “YouTubehas only been opened since 2005 so its only six years old but boy has it changed. When it first started out I was in high school and remember seeing somebody watching a video on it. To me it was just another video site but I never knew it would grow into what it has become today. It has changed in not only the way content creators like us make videos but how we distribute them and even create some basic revenue off them. ”• 4.) Where do you see Youtube going? “YouTube is already experimenting with live streaming and slowly rolling out this feature to partners such as ourselves. In the future I would love to see this live streaming feature be available to all users and be integrated into the website by making use of our already built up audiences and subscribers. It may eventually overtake other live streaming services such as Ustream.”
• 5.) How do you think social media has influenced Youtube vice versa. “Social media has influenced YouTube in a big way. It makes it faster and even easier to distribute content to people all over the globe. YouTube has integrated features which allow you to post to Twitter, Facebook and other platforms. Also social media such as Twitter has allowed videos to be come viral within a matter of minutes or even hours by people retweeting posts of videos to their followers.”• 6.) How has Youtube utilized internet marketing integration? “The YouTube partner program has allowed YouTube to let advertisers target specific audiences with content specific ads. For example, since we are a technology based channel we have technology related ads either next to or integrated into our videos. This benefits not only the advertiser but also the content creator as they can make a small or big amount of money for the effort they put into creating their videos.”• 7.) Do you ever use Youtube for other purposes besides music/videos? “No we dont use it at all for music.”• 8.) What are the pros of using Youtube for music? Cons? “The pros are that anyone can watch your favourite music video wherever you are, either on your mobile device or a computer without paying a cent or having to buy it. That said one of the cons are that there are websites out there which can take a YouTube video turn it into an MP3 and package it up for you to download. Obviously this is piracy and its a big problem in the world today.
• 9.) What do you think Youtube could do better?“For now Im quite happy how YouTube is. I think it would be nicer if they could roll out some of their new features quicker to more users as some feel left out when they are not included in beta testing of new features. They could also improve on the way we upload videos from third party software such as Final Cut Pro X.”• 10.) Out of the top 5 music platforms (Youtube, Pandora, Spotify, IHeartRadio and iTunes) Where does Youtube compare with and without the use of social media? “Since I have only ever used YouTube and iTunes I cant really compare it to other services. But when you stack them up against each other, YouTube has the competitive advantage of being able to listen to your favourite song for free (as long as you have internet access). iTunes on the other hand is really more for owning the music you listen to. i.e. not having to have an internet connection to listen to your music. Also iTunes offers more than YouTube does. They offer movie and TV show rentals or purchases (which YouTube has just started but itnt quite good at yet), they offer thousands of podcasts which YouTube does not have. Lastly they have the App Store which YouTube obviously does not have and does not need. So each platform serves a different purpose. ”
Interview: Geoff "DeafGeoff" Herbert Associate Producer (Syracuse.com) Web-Social Media- DJ (deafgeoff.com)• 1.) What is your knowledge on Youtube? “YouTubeis the most popular video viewing/sharing site on the Internet. Last year, ComScore estimated 43% of all videos watched were on YouTube. More of my knowledge of the site will be relevant/explained in the below answers.”• 2.) Do you use it? How do you use it? “I have my own YouTube channel (http://www.youtube.com/deafgeoff) which Ive mostly used to post videos of fun/ridiculous stunts I did as a morning show producer/sidekick for HOT 107.9 between 2004-2010. I mostly use it to watch videos, either for my own entertainment or to find content for my "Viral Video of the Day" feature on syracuse.com. They also offer chart (youtube.com/charts) and trend (youtube.com/trends) which show what videos are popular are going viral, sometimes even explaining why or how.”• 3.) How has Youtube changed over the past six years? “YouTubehas changed in a lot of ways over the years -- at first, film studios and record labels resented any of their material being on the site. Now they all use it to promote their own products by posting trailers, teasers, and even full videos. YouTube was bought by Google in 2006, but the only change that resulted was more integration with Google accounts (Gmail, Google+, etc). Videos can be posted in wide-screen and HD now, as well as giving users more options to change the way they share them -- you can now link to videos at a certain point, change whether related videos show, manipulate dimensions, and license content you post under Creative Commons. Some have even created their own "TV shows" by posting series on YouTube, and now networks are looking to do the same.”
• 4.) Where do you see Youtube going?“In the future, YouTube will become an even bigger source for content as more TV shows can (and likely will) air exclusively on YouTube. Video quality across the site will need to improve, but you can already watch music videos by Lady Gaga in high-definition on any Internet-connected TV. As cable TV begins streaming shows online for Internet-ready televisions (i.e. Google TV, Apple TV) then YouTube will become "a channel" just like HBO, Fox, etc.”• 5.) How do you think social media has influenced Youtube vice versa.“Social media has influenced YouTube to become more social, of course. In the beginning, I dont think YouTube had "friends" or "subscribers" but social networks have helped mold YouTube into what it is today -- another social network. And now its part of Google+, a new idea for social media that has yet to be fully realized. Other social media sites also help to drive traffic to YouTube videos, as users love to share what theyre watching/listening to online.”• 6.) How has Youtube utilized internet marketing integration?“YouTubehas become a big part of marketing. The Old Spice Guy commercials alone are a fantastic example of a brand using YouTube to build buzz about their product and get other people to talk about it. Videos that go viral but have copyrighted music in the background used to get pulled from YouTube immediately, but now more record labels dont seek to remove them because it gives larger, newer audiences the chance to hear their music (and hopefully go and buy the music). Official music videos can also make money on YouTube by selling advertising, from banner ads on the side to :15 or :30 pre-roll videos that users have to watch before they can stream the video content.”• 7.) Do you ever use Youtube for other purposes besides music/videos? “I use YouTube mostly to see what videos are going viral, but Ill watch anything and everything thats entertaining or interesting. Music thats been out for a while, I dont typically use YouTube to listen to it, but new music that leaks tends to be posted on YouTube first nowadays -- sometimes by the artists themselves, such as Drake.”
• 8.) What are the pros of using Youtube for music? Cons?There are many pros to music on YouTube, the biggest being that it gives a larger audience the chance to hear an artists music and potentially buy the artists albums, concert tickets, etc. Undiscovered/unsigned artists can build a fan base by posting original songs (or covering others), the most famous example of which is Justin Bieber. Its also fantastic how YouTube now offers top 10 charts, artist/song recommendations and even lists concerts coming to a users area at youtube.com/music The only negative I personally see is for artists with major label contracts that might be not seeing much revenue from having their music on YouTube.• 9.) What do you think Youtube could do better? “Generally speaking, anyone who uploads videos with copyrighted material (such as putting an artists music in the background) is violating the rules. However, I think YouTube and the music industry could benefit greatly from broadcast radios model, where channels pay licensing fees to ASCAP, BMI and SESAC and artists/labels can make money on their music that way. Vevo, which is a premium YouTube channel used by Sony, Universal and EMI, makes money from advertisements on their channel but should also be working on a publishing deal (which they may be).”• 10.) Out of the top 5 music platforms (Youtube, Pandora, Spotify, IHeartRadio and iTunes) Where does Youtube compare with and without the use of social media? “YouTube is the only one of those music platforms thats a true social media site in and of itself. The other ones rely much more heavily on other social networks to keep conversations going about what users are listening to (i.e. "Ping"/Twitter for iTunes, Facebook integration for Pandora/Spotify). For all of them, though, a song/artist becomes more popular when you see friends sharing it on other social networks.”