MEASURING SUCCESS
ON YOUTUBE

www.magnetmediafilms.com
1
MAGNET’S SOLUTION

Think
Strategy

+

Make
Content Creation

+

Reach
Distribution / Promotion

www.magnetmediafilms.com
2
Obligatory YouTube Stats
More than 1 billion unique users visit YouTube each month
Over 6 billion hours watched each month...
YOUTUBE OPTIMIZATION & PROMOTION
Optimization
Search

Promotion
Paid
Earned

Platform

Owned
www.magnetmediafilms.com
4
Engagement

>

Views

www.magnetmediafilms.com
5
Bot Views
Hidden
Autoplayers
Misleading
Thumbnails

Tag
Scraping

In the past it was easier to drive low quality views in ...
Tube
Algorithm 2000

In the past few years, the YouTube algorithm has been
factoring in watch time, comments, and likes/di...
Videos with more engagement now outrank videos with more views alone.

www.magnetmediafilms.com
8
AVERAGE OVERALL TRAFFIC BY
SOURCE
Direct/Mobile
Related Videos
Search
Embeds
Subscriber
External URL
Advertising
YouTube C...
AVERAGE WATCH TIME PER DAY
Subscriptions
Related Videos
Search
External Links
Embeds
0

15

30

45

60

Average Watch Time...
AVERAGE WATCH TIME PER DAY
Subscriptions
Related Videos
Search
External Links
Embeds
0

15

30

45

60

Average Watch Time...
AUDIENCE IS AT THE CENTER OF EVERY
VIEW

www.magnetmediafilms.com
12
Super Fans

Fans
(Subscribers)

Viewers

www.magnetmediafilms.com
13
Collaboration Videos

Super Fans

Bonus Videos
Behind the Scenes

Fans
(Subscribers)

Viewers

Q&A
Industry News

Evergree...
HOMEPAGE

OLD

HOMEPAGE

NEW
www.magnetmediafilms.com
15
YouTube.com/Audience
www.magnetmediafilms.com
16
YOUTUBE PROCESS OVERVIEW
Produce

Optimize

Promote

Engage

Annotations
Video Captioning
Keyword Seasonality

Video Meta-...
TARGET PROMOTION

www.magnetmediafilms.com
18
YOUTUBE AUDIENCE TARGETING

Interests
Demographics
Channels
Videos
Search Terms

www.magnetmediafilms.com
19
TARGETED YOUTUBE PROMOTION

KPI

Targeted placements

drive an engaged audience

to a defined goal

www.magnetmediafilms.co...
EXAMPLE: ORABRUSH

www.magnetmediafilms.com
21
Search for “bad breath” on
YouTube and Orabrush appears
with both a paid and natural
placement

www.magnetmediafilms.com
22
Once at the video, it contains
clickable call to actions in multiple
spots.

www.magnetmediafilms.com
23
Once at the video, it contains
clickable call to actions in multiple
spots.

www.magnetmediafilms.com
24
Clicking on any annotation takes
viewers directly to a landing page
to order their Orabrush.

www.magnetmediafilms.com
25
TARGETED YOUTUBE PROMOTION

KPI

Targeted placements

drive an engaged audience

to a defined goal

www.magnetmediafilms.co...
www.magnetmediafilms.com

27
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Measuring Success on YouTube Magnet Media - Matt Ballek

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Matt Ballek, Dir. Strategic Distribution Services at Magnet Media, shared that video on YouTube, the #2 search engine, can be your value play in gaining attention and engagement and less costly and far less competitive than Google.

Published in: Business, Technology, Design
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Measuring Success on YouTube Magnet Media - Matt Ballek

  1. 1. MEASURING SUCCESS ON YOUTUBE www.magnetmediafilms.com 1
  2. 2. MAGNET’S SOLUTION Think Strategy + Make Content Creation + Reach Distribution / Promotion www.magnetmediafilms.com 2
  3. 3. Obligatory YouTube Stats More than 1 billion unique users visit YouTube each month Over 6 billion hours watched each month 100 hours of video uploaded every minute YouTube reaches more US adults ages 18-34 than any cable network Mobile makes up more than 25% of YouTube's global watch time YouTube is the 2nd largest search engine after Google Source: http://www.youtube.com/yt/press/statistics.html www.magnetmediafilms.com 3
  4. 4. YOUTUBE OPTIMIZATION & PROMOTION Optimization Search Promotion Paid Earned Platform Owned www.magnetmediafilms.com 4
  5. 5. Engagement > Views www.magnetmediafilms.com 5
  6. 6. Bot Views Hidden Autoplayers Misleading Thumbnails Tag Scraping In the past it was easier to drive low quality views in order to appear on the YouTube homepage. www.magnetmediafilms.com 6
  7. 7. Tube Algorithm 2000 In the past few years, the YouTube algorithm has been factoring in watch time, comments, and likes/dislikes when displaying videos in search and related video positions. www.magnetmediafilms.com 7
  8. 8. Videos with more engagement now outrank videos with more views alone. www.magnetmediafilms.com 8
  9. 9. AVERAGE OVERALL TRAFFIC BY SOURCE Direct/Mobile Related Videos Search Embeds Subscriber External URL Advertising YouTube Channel 0 7.5 15 22.5 30 by Percent Data provided by YouTube from over 1,500 channels www.magnetmediafilms.com 9
  10. 10. AVERAGE WATCH TIME PER DAY Subscriptions Related Videos Search External Links Embeds 0 15 30 45 60 Average Watch Time in Minutes Data Provided by YouTube www.magnetmediafilms.com 10
  11. 11. AVERAGE WATCH TIME PER DAY Subscriptions Related Videos Search External Links Embeds 0 15 30 45 60 Average Watch Time in Minutes Data Provided by YouTube www.magnetmediafilms.com 11
  12. 12. AUDIENCE IS AT THE CENTER OF EVERY VIEW www.magnetmediafilms.com 12
  13. 13. Super Fans Fans (Subscribers) Viewers www.magnetmediafilms.com 13
  14. 14. Collaboration Videos Super Fans Bonus Videos Behind the Scenes Fans (Subscribers) Viewers Q&A Industry News Evergreen Videos Tutorials Commercials www.magnetmediafilms.com 14
  15. 15. HOMEPAGE OLD HOMEPAGE NEW www.magnetmediafilms.com 15
  16. 16. YouTube.com/Audience www.magnetmediafilms.com 16
  17. 17. YOUTUBE PROCESS OVERVIEW Produce Optimize Promote Engage Annotations Video Captioning Keyword Seasonality Video Meta-Data Social Promotion Comment Responses Keyword Research Thumbnail Upload Paid Promotion Moderation Community Insights Playlist Maintenance Network Promotion Reporting www.magnetmediafilms.com 17
  18. 18. TARGET PROMOTION www.magnetmediafilms.com 18
  19. 19. YOUTUBE AUDIENCE TARGETING Interests Demographics Channels Videos Search Terms www.magnetmediafilms.com 19
  20. 20. TARGETED YOUTUBE PROMOTION KPI Targeted placements drive an engaged audience to a defined goal www.magnetmediafilms.com 20
  21. 21. EXAMPLE: ORABRUSH www.magnetmediafilms.com 21
  22. 22. Search for “bad breath” on YouTube and Orabrush appears with both a paid and natural placement www.magnetmediafilms.com 22
  23. 23. Once at the video, it contains clickable call to actions in multiple spots. www.magnetmediafilms.com 23
  24. 24. Once at the video, it contains clickable call to actions in multiple spots. www.magnetmediafilms.com 24
  25. 25. Clicking on any annotation takes viewers directly to a landing page to order their Orabrush. www.magnetmediafilms.com 25
  26. 26. TARGETED YOUTUBE PROMOTION KPI Targeted placements drive an engaged audience to a defined goal www.magnetmediafilms.com 26
  27. 27. www.magnetmediafilms.com 27
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