Touchstorm shares why brands should have a robust YouTube channel in order to earn and audience of their own.

1. We KnowAudience.

2. So I predict that in the next decade or two, any
differentiation between these platforms — film,
TV, online, mobile, tablet — will fall away… The
device and the length are irrelevant. The labels
are useless… Except perhaps to agents and
managers and lawyers, who use these labels to
conduct business deals. But for kids growing up
now, there is no difference… it’s all content. It’s
just story. And the audience has spoken. They
want stories. They’re dying for them. They’re
rooting for us to give them the right thing. And
they will talk about it, binge on it, carry it with
them on the bus and to the hairdresser, force it
on their friends, tweet, blog, Facebook, make fan
pages, silly GIFs, and god knows what else about
it. Engage with it with a passion and an intimacy
that a blockbuster movie could only dream of.
And all we have to do is give it to them.
| 2
— Kevin Spacey
“
”
Kevin Spacey, MacTaggart lecture at the Guardian
Edinburgh International Television Festival (2013)

3. A recent Google1 study reports that 90% of all media
interactions are screen based. So, what are people
doing on all of these screens? Watching videos.
| 3
We live in a world
full of screens, and
screens will
continue to multiply.
Video views are growing on all
screens, but especially on tablets and
mobile devices. eMarketer2 reports
more than 500% growth in video
views on these two screens alone.
Every month that passes sees a
new report telling us the same thing
— we live in a world of screens
playing videos.
1Google, “The New Multi -screen World: Understanding Cross-platform Consumer Behavior” (2012); 2eMarketer (2013)
And these
online videos
are changing
everything.

4. | 4
Online video
is the new TV.
eConsultancy1 reports that “as consumers diversify how they
watch, what we mean by ‘television’ is getting harder to pin down.
There’s the television, which could be directly connected through
a cable provider, or the Internet, or it might simply be a large
monitor that’s a slave to a tablet or laptop.”
34% of Millennials
watch more online
video than TV.3
Digital media surpassed TV as the
most consumed media by 23%.2
More people
are watching
smartphones
than televisions.
The average daily
screen media
time is nearly 7
hours.4
1eConsultancy (2012); 2eMarketer (2014); 3Mashable (2013); 4Meeker Report (2014)
147 minutes
on
smartphones
50 on
tablets
113 on TV
108 on PC
(desktop +
notebook)

5. Brands know what to do on TV.
But they are still figuring out
what to do online. And we are
at a critical intersection of
brands and online video.
| 5
If brands don’t start
making and marketing
online video now, then
they risk being left behind
by the competition.
When we say “make online videos”
now, we don’t mean make online
advertising messages, we mean make
content. Content your consumers will
search for and love. You already know
one kind of content your consumers
love because it’s the content you are
advertising in now. But there’s a whole
world of content available to you:
informative mini-documentaries, how-tos
and tutorials, on-going series that
inform or entertain, backstage access,
and so on. And the more you make,
the more they watch, the more they
have to love… about you!

6. The question is,
what are you going to
do about it?

7. | 7
Build an
audience
of your own.

8. | 8
How to build an
audience of your
own.
Make the right content.
Make EPIC — Entertaining,
Persuasive, and Informational
Content — based on what audiences
love and what they are searching for.
And make it regularly.
Market the content right.
You can’t just post it and pray they
will come… this is not a blockbuster
feature film. You need to make sure it
is titled, tagged, described, distributed,
measured, monitored, and optimized
to perform.

9. | 9
Online video is the
right method to build
your audience.
Most social media does not end
up building an audience for you.
It ends up building an audience
for the social media platform —
one that you get the privilege of
subsidizing just like you do on
television.
Thankfully, those days are over.
Online video is the right medium
for you to build an engaged
audience of your own.
Why is this the right
medium?
1. You can interact and engage with your
audience (vs. traditional media).
2. You don’t need the gatekeepers giving
you access to your audience (like the
social media companies).
3. The video-engaged audience is still
growing and estimated1 to be 84% of all
Internet traffic by 2018.
And in online
video, one
platform
stands above
all the rest…
Brands have spent millions of dollars
getting Facebook likes and Twitter
followers, but still end up paying
more to get a message to them.
1Cisco Systems Inc. (2013)

10. The reigning king
of online video is
the best place to
build an audience
of your own.

11. Validation
PBS features YouTuber
Tyler Oakley with advice for brands on
how to win on the platform.4
Disney buys
YouTube multi-channel network
MakerStudios for $500 million… right
after buying Marvel & LucasFilm.5
| 11
YouTube is the
leading channel on
the new TV.
Reach
YouTube reaches 78% of the
online video viewing audience.1
That’s more than half of the
entire US – 150+ million people.
More than 1 billion unique users
visit YouTube each month.2
Search
YouTube is the #2 search engine
in the world – bigger than Bing,
Yahoo, Ask and AOL combined!3
1ComScore Video Metrix (2014); 2YouTube (2014); 3ComScore (beginning 2008); 4Frontline (2014); 5Wall Street Journal (2014)
WATCH HERE
READ HERE

12. | 12
We know YouTube
Audience
Development.
We know how to deliver organic
views.
Based on reporting changes, it has
become too easy to throw a pile of
money at YouTube and rack up a
lot of views.
But views are different than
audiences — views are easy,
audiences are earned.
We know how to earn you a loyal,
engaged audience.
We are brand-centric in our thinking
and approach.
We grew up in agencies and brand
marketing, and we know how to
leverage an audience to meet
marketing objectives.
We are not just enamored with
technology for tech’s sake. We are
a tech-enabled service company
dedicated to building audience for
our clients.
We grow and measure online
video audiences.
We’ve been doing this for almost a
decade, and we’ve perfected the
techniques and technologies you’ll
need to build your audience.
We were built from the ground up to
grow an audience for you.
Touchstorm knows how to build an audience on
YouTube for big brands (like yours).

13. | 13
Why are we the
best at building
audiences for
brands?
Because Touchstorm invested in the tools
and the team you need to grow an audience
of your own.

14. | 14
1.
We built the
technology.
Scoop is the world’s first video topic-finding
tool. It puts the top one million
searches into a structured database
for in-depth topic analysis. You get
video topics that are pre-wired to
perform in search engine results.
Voot is the first YouTube check
search and comment monitoring
system ever built. It allows channel
managers to see how videos are
performing in search against
hundreds of keywords, and it allows
monitoring of all comments across all
YouTube videos. And it does it all in
one easy-to-use dashboard that our
channel managers use to create high
performing channels for brands.
The Touchstorm Video Index™
(TVi) is the leading YouTube ratings
system. It’s built on the back of the
YouTube Genome Project which is
classifying all YouTube channels into
3,000 topics, 100 conversations, and
11 themes. So, you can finally see
how your channel ranks against your
real competition.

15. | 15
2.
We built the team.
Technologists, Strategists, Marketers, Social Experts,
Account Managers, and YouTube Experts are all on
staff to deliver best-in-class results.

16. | 16
3.
We’ve built audience
for the best brands
in the world.

17. | 17
Contact
Details
355 Lexington Avenue
12th Floor
New York, NY 10017
877.794.6101
info@touchstorm.com
© 2014 Touchstorm, LLC. A unit of Diginary Holdings Group. All rights reserved. Proprietary and confidential.