#SoMePR – YouTube Workshop

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  • 1. ADRIANA FIGUEROA BELMONT UNIVERSITY DECEMBER 3, 2013 YOUTUBE + YOU OPTIMIZING YOUTUBE FOR PROFESSIONAL SUCCESS IN THE FOOD INDUSTRY
  • 2. LEARNING OBJECTIVES  Why YouTube?  Setting Up  Engaging With Audience  Increasing Your Reach  Best Strategy Practices
  • 3. WHY YOUTUBE? YouTube is a unique platform that allows you to showcase your brand in a visually engaging and sharable way.
  • 4. WHY YOUTUBE? More than 1 billion unique users visit YouTube each month. This makes it a great place to reach your existing audience members and find new ones.
  • 5. WHY YOUTUBE? According to Nielsen, YouTube reaches more US adults aged 18-34 than any cable network. This makes it a great place to establish a presence and self-advertise on.
  • 6. WHY YOUTUBE? If your brand is partnered with a network, it also has the potential to earn advertisement revenue based on impression numbers. According to YouTube, thousands of successful and popular channels make six figures/year this way.
  • 7. WHY YOUTUBE? As a member of the food industry, it benefits your brand to utilize YouTube:  Visually engaging  Sharable recipes are a great way to promote yourself and connect with your consumers  Food-related ad payout rates are generally among the highest (depends on your network)
  • 8. SETTING UP MAKE AN ACCOUNT CUSTOMIZE CHANNEL REFINE YOUR SETTINGS
  • 9. SETTING UP YouTube is now linked with Google, so the channel creation process will also involve linking to a Google+ page – the site walks you through this.
  • 10. SETTING UP Customizing The Channel  Icon Your brand and channel will be represented with this across the site  Banner Try to keep this visually consistent with your icon  Preview Video This automatically plays for people who are not yet subscribed to you – use it to make them want to be!
  • 11. SETTING UP Refine Your Settings Go through and make the appropriate changes for your brand in your channel settings – this can be accessed through the menu in the top right corner of YouTube at all times.
  • 12. ENGAGING WITH AUDIENCE  Subscribe to other industry channels * Keep up with their videos to see what they’re doing. * Comment on their content when relevant to gain visibility. * Build online relationships with other industry members  Collaborate with other industry members * Create videos featuring others and participate in theirs. * Engage in cross-promotion for mutual visibility increase. * Show your involvement with other industry members.  Reply to viewers as much as possible * Demonstrate that you’re there to listen. * Ask open-ended questions in videos/comments to drive engagement. * Give a personal touch to your brand.
  • 13. INCREASING YOUR REACH Drive More Video Views  Use Annotations Use YouTube’s in-video annotation link feature to link to your other videos and remind people to subscribe – these can be created in each video’s settings (example shown to the left)  Use Tags & Keywords Make the most of your video title space! Include keywords to drive your video to the top of YouTube’s search results  Create Playlists Categorize your videos into playlists so that others autoplay when one is done – this keeps the ball going!
  • 14. BEST STRATEGY PRACTICES  Have a consistent upload schedule This way, your viewers know what to expect and when.  Keep your video length concise Within reason, keep your content to your main points and be brief so that your videos are quickly viewable and sharable. (Under 10 minutes is a good goal to shoot for in food industry.)  Plan content around special occasions Aside from your consistent content, planning videos around culturally relevant occasions often drives viewership and can create new audience members simply through search and share features.