Measuring success on_you_tube_magnetmedia_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.

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Measuring success on_you_tube_magnetmedia_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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