Finding and Measuring Success on YouTube by Matt Ballek

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From SMX East 2013 - Life Beyond Google: Finding and Measuring Success on YouTube by Matt Ballek #SMX #12B

From SMX East 2013 - Life Beyond Google: Finding and Measuring Success on YouTube by Matt Ballek #SMX #12B

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  • 1. www.magnetmediafilms.com#SMX #12B Finding & Measuring Success on YouTube Matt Ballek Director of Strategic Distribution Magnet Media
  • 2. AGENDA www.magnetmediafilms.com •  YouTube Statistics •  Optimization & Promotion •  Engagement vs. Views •  Average Traffic and Watch Time •  How to Measure Audience Engagement •  YouTube Process Overview
  • 3. www.magnetmediafilms.comSource: http://www.youtube.com/yt/press/statistics.html 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 YouTube Stats
  • 4. www.magnetmediafilms.com Optimization Promotion Search Platform Paid Earned Owned YouTube Optimization & Promotion
  • 5. www.magnetmediafilms.com ViewsEngagement
  • 6. www.magnetmediafilms.com Bot Views Misleading Thumbnails Hidden Autoplayers Tag Scraping Old tricks for increasing your video’s view count no longer work to get your video to rank higher or gain more exposure.
  • 7. www.magnetmediafilms.com 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.
  • 8. www.magnetmediafilms.com Videos with more engagement easily trump videos with more views alone.
  • 9. www.magnetmediafilms.com Average Overall Traffic by Source Direct/Mobile Related Videos Search Embeds Subscriber Advertising External URL YouTube Channel 0 7.5 15 22.5 30 by Percent Data provided by YouTube from over 1,500 channels
  • 10. www.magnetmediafilms.com 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
  • 11. www.magnetmediafilms.com 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
  • 12. www.magnetmediafilms.com Audience is at the center of every view
  • 13. www.magnetmediafilms.com Viewers Fans (Subscribers) Super Fans
  • 14. www.magnetmediafilms.com Viewers Fans (Subscribers) Super Fans Evergreen Videos Tutorials Q&A Industry News Bonus Videos Behind the Scenes Commercials Collaboration Videos
  • 15. www.magnetmediafilms.com HOMEPAGEHOMEPAGE OLD NEW
  • 16. www.magnetmediafilms.com YouTube.com/Audience
  • 17. www.magnetmediafilms.com YouTube Process Overview OptimizePromoteOptimizeProduce OptimizeProduce Engage Keyword Seasonality Keyword Research Community Insights Video Captioning Video Meta-Data Thumbnail Upload Annotations Social Promotion Paid Promotion Network Promotion Comment Responses Reporting Moderation Playlist Maintenance