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YouTube Audience Development Secrets

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YouTube Audience Development Secrets, by Dane Golden of Hey.com

YouTube Audience Development Secrets, by Dane Golden of Hey.com

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    YouTube Audience Development Secrets YouTube Audience Development Secrets Presentation Transcript

    • Presented by: Dane Golden HEY.com @danegolden
    • To Communicate better with your customers and/or audience via YouTube.
    • 1) Reach target viewing audience. 2) Grow repeat viewership. 3) Move fast. Experiment. Be cheap.
    • HOW DO YOU KNOW WHEN IT'S WORKING? 1) YouTube Analytics 2) Our secret formulas (shhh!)
    • STEP 1: LISTEN • Talk to stakeholders • Define goals STEP 2: CRAFT • YouTube audience development strategy and promotional plan • Publish 1-2 videos per week per series
    • STEP 3: EXECUTE • Upload video • Execute YouTube audience development strategy and promotional plan STEP 4: ANALYZE Compare the data STEP 5: REPEAT Repeat process each episode
    • 1. 100% due to video content (not subscriber base or promotion) 2. More than 1 million views The rest of us need help.
    • • Sexual • Personalities • Offensive • Instructional • Kids/Babies • Pets • Musical • Funny • Scandalous or Confessional • Explosive or Destructive
    • • Each part is integrated with others. • No one part is done in isolation. • Don’t shoot all videos at same time. • Fine tune each area each episode.
    • • Start Fast • Interesting • Relevant • Pacing • Length • Topic • Personalities • Production quality • Good audio • Consistent Theme • Cross Promotion • Market Research
    • • Audience retention (more than 50%) • Likes per view (1.5%+) • Comments per view (0.5%+) • Quality of Comments • Shares/Embeds
    • Q: What if too many people stop watching videos before the end? A: If YouTube Analytics’ audience retention numbers tell us most people are not watching the video all the way through, then the video is not working well enough for the targeted audience. What then? Distribution and promotion can only get them there, not make them watch. Solutions include targeting a different (or larger) audience, or releasing a new video that has better audience retention (or both).
    • • Community Engagement - Commenting Strategy - Give Q&A in videos • Annotations: - Ask to subscribe - Link to other videos - Ask to Like videos • Title • Description • Tags • Thumbnails
    • • Captions • Video responses • Playlists • Channel design • Social media links
    • • Subscribers per view (over 0.2%)! • Viewcount • Traffic Sources
    • • Paid Media • Earned Media • Owned Media • Distribution Plaforms
    • PAID MEDIA • Press releases • Blogger outreach • YouTube TrueView video ads • Remarketing • Non-video Google AdWords • Video Seeding • YouTube/social media specialists
    • EARNED MEDIA (FREE) • Social media: - Facebook – YouTube app on Facebook - Twitter - Google+ - Pinterest - … and YouTube! • Encourage embedding/linking
    • OWNED MEDIA • Your website • Embed YouTube on your website • Cross-promotion between your shows on your website • Email list.
    • DISTRIBUTION PLATFORMS • Your website • Mobile apps, mobile platforms • Set-top box (OTT) platforms • Tivo • iTunes, etc.
    • • Subscribers per view (Should be over 0.2%) • Viewcount • Traffic sources • Demographics - age/gender
    • Presented by: Dane Golden HEY.com @danegolden