YouTube Digital Marketing Background & Strategy

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Short presentation on how to use YouTube as a marketing strategy I completed with my General Assembly Digital Brand Strategy group.

Short presentation on how to use YouTube as a marketing strategy I completed with my General Assembly Digital Brand Strategy group.

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  • 1. What is it?● Market-dominant video sharing website, on which users can view, upload and share videos
  • 2. Size of Audience:● 800 million unique users per month● More than 100 million social actions (shares, likes/dislikes, comments) per week● Users in 43 countries, across 60 languages more than 1/10 of worlds population
  • 3. Demographics*US demographics gender age race income education
  • 4. Digital Behavior Segmentation Efficiency Experts: "sees the adoption of digital devices and services as a way to make life easier;" 41% of global sample Content Kings: "includes dedicated gamers, newshounds, movie buffs, music lovers and TV fans;" 9% of global sample Social Butterflies: "these consumers cannot imagine not being able to instantly access any of their friends;" 15% of global sample Connected Maestros: "combines the behaviors common to Content Kings and Social Butterflies with even more sophisticated behaviors;" 35% of global sample
  • 5. Digital Consumption● Over 4 billion hours of video are watched each month on YouTube● 72 hours of video are uploaded to YouTube every minute● Average YouTube user spends 900 seconds per day● 2 billion views per day● Millions of videos are favorited every day● Millions of subscriptions happen each day. Subscriptions allow you to connect with someone youre interested in — whether its a friend, or the NBA — and keep up on their activity on the site● There are 500 tweets per minute containing a YouTube link, over 700 YouTube videos are shared on Twitter each minute● 500 years of YouTube video are watched every day on Facebook● 100 million people take a social action on YouTube (likes, shares, comments, etc) every week● More than 50% of videos on YouTube have been rated or include comments from the community
  • 6. Youtubes Key Segments
  • 7. Gen Vage 18-34 age 18-49 ● 1 in 3 visit Youtube multiple times per ● Early adopters of technology day ● 1/2 shared online content in the past ● 1 in 5 visit Youtube on mobile daily week ● Almost twice as likely as P18+ to ● Share and receive video regularly share and receive videos regularly with their network but not as much as with their networks males 18-34 segment ● Half subscribe to specific Youtube ● 40% subscribe to specific Youtube channels or content creators channels or content creators ● 2/3 use Youtube monthly ● 25% actively seek out videos related ● 3 in 4 Smartphone owners use the to their particular interests and app monthly passions ● Early adopters of technology ● They have radically shifted their media habits to accommodate new devices and platforms that fit into their lifestyle
  • 8. YouTube Metrics A few key metrics:● Uploaded Video Views● Subscribers● Total Time Viewed● Total Like / Dislike Ratio and growth● Channel Engagement Rate● Channel View Rate● Number of Videos YouTube has two main reporting features:1. Engagement Reports2. Views Reports
  • 9. Engagement Reports● Subscribers: ○ Are more engaged with your conent and watch videos on a consistent basis● Likes & Dislikes● Favorites● Comments● Sharing: ○ How many times video has been shared through "share" button● Call-to-Action: ○ An overlay to share more information about the content of your video
  • 10. Views Reports● Views ○ Number of views, monetizable views, and estimated minutes watched● Demographics ○ Gender, geographic, and date range break down● Playback Locations ○ Reveals the page, site, or device video was viewed● Traffic Sources ○ Reveals how user found your content● Audience Retention ○ Absolute audience retention ■ Shows the views of every moment of a video ○ Relative audience renetion ■ How well you retained viewers during playback
  • 11. How To Use These Metrics Measure view count over time
  • 12. How To Use These MetricsCheck ratings to see what resonates with your audience● Compare likes, dislikes, comments and favorites of video from publication up until present day● Use this information to determine what video content your audience likes and what content they don’t like● This will help determine what kinds of content to produce in the future
  • 13. How To Use These Metrics Research significant discovery events● Gives you actionable insights into which marketing channels drive traffic to your videos over others and allows you to focus your efforts● Excludes less significant sources of traffic● Take note of the websites that embed your YouTube videos
  • 14. How To Use These Metrics Analyze your audience demographics● Segment your audience based on the content of your video ● Make better informed decisions for future content creation and marketing strategies.
  • 15. How To Use These Metrics Monitor viewer drop-off● Understand where your viewers stopped watching your video● Discover weaknesses in your video content and help you prevent the same issues in the future ○ Was the video too long? ○ Was the conent not relevant? ○ Is the video boring?● Make note of any surprising places where viewers simply stop watching your content
  • 16. How To Use These Metrics Track traffic sources● YouTube Referrals ○ See the title of each video that drove traffic to the video you’re currently analyzing● Determine whether traffic from YouTube search or YouTube suggested videos is more important to your video promotion strategy
  • 17. How To Use These Metrics Take note of sharing statistics● Social media sharing is key to "going viral"● Figure out why certain videos are more popular than others● Add social media calls to action in your videos to encourage sharing● Use YouTube annotations to drive viewers to perform a particular action
  • 18. How To Use These Metrics Encourage subscriber engagement● Monitor the growth of your subscriber base to understand the overall reach of your YouTube content● Use the subscriber report to get a better sense of the subscribers you lost or gained on a video-by-video basis● Use this report to test the use of annotations to see if your channel’s subscriber rate rose or fell as a result
  • 19. How Brands Use YouTube: StorytellingA powerful direct marketing tool: its an opportunity for brands to speak directlywith consumers.more as part of the marketing mix rather than a tactic in a vacuum.Secret to success: consistently and frequently publish refreshing content thathas intrinsic value for audiences online. Source: http://mashable.com/2009/06/01/youtube-brands/
  • 20. Lululemon"Sh*^ Yogis Say"
  • 21. Brand Storytelling Google Chrome
  • 22. Creative User Interaction tipp-ex