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Smash Summit 2011: YouTube

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Smash Summit 2011 …

Smash Summit 2011
Video: Building an audience on YouTube

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  • We ’re born storytellers. We’re content creators by DNA.

Transcript

  • 1. Smash Summit September 2011 Shiva Rajaraman
  • 2. Where we are today 3B+ daily playbacks – that ’s thousands of years of video daily 200M+ playbacks on mobile - 300% YOY  48hrs of video uploaded every minute World's second largest search engine
  • 3. talent is born faster than ever.  in some cases you don't even need talent #ouch
  • 4. 150 years of YouTube video is watched daily on social networks 400 Tweets per minute contain a YouTube video link 500M daily views off of YouTube sites Everyone is a Curator social media is driving this acceleration
  • 5.                        #bornthisway And socially-driven sharing invites participation…
  • 6.                         #bornthisway … and memes are born 
  • 7. Bigger than any TV show….w/ 70M monthly uniques 
  • 8.
    • Things to remember
      • Good Headline
      • 1 st 15 Seconds
      • Unique
      • Entertain or educate
      • Tap a trend
      • Encourage feedback (and respond)
      • Reward your followers (produce)
      • Metadata
  • 9. Case Study: Nope! It’s Chuck Testa http://www.youtube.com/watch?v=LJP1DphOWPs
  • 10.
    • How’d he do?
      • Not greatest title, but great tagline
      • 1 st 15 secs: FTW with Deer head
      • Started a meme
      •   Unique? most def!
      •   Encourage feedback & respond:
  • 11. YouTube Insights: Hot Spot graph 
  • 12.
    • Good Titles
      • Think newspaper headline
      • Will be +1’d,RT’d,Liked
      • Hint at narrative
  • 13.
    • 1 st 15 seconds
      • Compelling content first
      • Brand / packaging second
    http://www.youtube.com/watch?v=4zJWA3Vo6TU http://www.youtube.com/watch?v=jOHwjjhFTac
  • 14.
    • Unique
      • You’re on the webs, use it
    http://www.youtube.com/watch?v=eDlaJlb1ezg
  • 15. Uniquely annoying works too http://www.youtube.com/watch?v=LtB0zxGKCPo
  • 16. Entertain or educate
  • 17. Creative Lab #arabspring meets #angrybirds Trends http://www.youtube.com/watch?v=q0i9acHS_zQ
  • 18. Creative Lab Encourage feedback and respond
  • 19. Reward your audience 140k subscribers
  • 20.
    • Metadata
      • Title (informative)
      • Tags (relevant keywords)
      • Description (summary and context)
      • User our tools to discover what sources drove traffic to your video and optimize accordingly
  • 21. Every video finds an audience.  We have tools to help you find yours
  • 22. Insights: World's largest focus group
  • 23. Trendspotting  www.youtube.com/trends and http://www.youtube.com/trendsdashboard
  • 24. Playbook  http://www.youtube.com/creators/playbook.html
  • 25. You are all storytellers
  • 26. Songify http://www.youtube.com/watch?v=Fs0V-QTVwcM Visual.ly http://www.youtube.com/watch?v=AiVKfNeRbPQ Some product story videos we experienced together…
  • 27. Thanks! [email_address] @shivar