Dear Diary… 25 AUG 2010St eph, Quay an d Kai wantedto know how we canencourage more YouTube users to view o ur website. So A lex, Brian and Max made a survey to u nderstand our Y ouTube subscr ibers better
We were off to a rough start, but we pulledtogether
Hypotheses• In general, we believed that site usage would be determined by two key factors: • knowledge of the websites and • habit (i.e. I am comfortable staying on my YouTube page)
HypothesesSub-hypotheses: • Knowledge of the one-month delay (or lack thereof) will eﬀect site of preference • Familiarity/login/connect on CH.com would also determine site usage • Users who don’t interact with CH.com are probably just subscribers who don’t want to leave their feeds
MethodsWe composed a surveyin Google Docs andPosted it as a bulletinto our YouTube channelsubscribersRespondents : 962!
Questions:Do you visit CH, have a login, use Facebook Connect?Were you aware of the one-month delay? What would make you choose CH? What would you like to see more of on our Facebook?Where do you watch more often? When is it YouTube? Do you ever jump between the two? Why?
A note on Age Our respondents (top) are distributed similarly toactual YouTube account age (bottom) However, ours is skewed youngerThe amount of <13 year olds show that our YouTubersprobably report their ages as higher than actual
Growin’ UpInterestingly, there were NO correlations of any signiﬁcance between age and any other factor>implying that there is no systematic relationship (with respect to this survey) between our viewers of diﬀerent ages and how they consume our videos
YouTuber Breakdown 84% of our YouTubers visit CollegeHumor.com …But only 45% ever jump from YT to CH 19% watch more CH than YT 17% Facebook Connect 14% have CH logins
Reasons for YouTubing159 Find us in their subscription page59 Are just “bored” and surf there56 Are already on YouTube24 Have a grievance with CollegeHumor.com (i.e. Ads)>implying that inertia drives YouTubers to watch vids on YT more so than distaste with CollegeHumor
Knowledge is Power• hjsjjsjs25% of our subscribers don’t know about the delay we place on our YouTube videos
Knowledge is Power?There’s also a .19 correlation between knowing about the delay and jumping from YT to CH AND to watching more videos on the site>Implying a connection between knowing the delay and being more likely to use CH, although a weak one
Why don’t people likeCH.com as much as YouTube? They like YT Slower/busy Subscription is playlists more layout easier (for franchises) Don’t want to make new Less familiar account Authors’ note: when you see boxes like these, they are not options we presentedbut rather summaries of the most common free responses that participants offered
What would draw you to CH? Trailers on YT Site-exclusive for full vids on content CH Variety (again, Direct Link to seems like they CH.com are unaware)
COMMENTS ries on “If you started a se vided Youtu be and then pro r website.” the rest on you
Why jump from YT to CH? 45% ofTo ﬁnd more not-posted content sub’s make this jump For higher quality videos Couldn’t ﬁnd what they were looking for For articles and other newsWhatmotivatesthese “CH is blocked in Saudi Arabia”jumpers?
Why jump from YT to CH? More vids to complete a series/franchise An incredibly common response reveals that subscribers see one chapter of a series and then go to CH when they realize that the rest are already posted on CH Jake and Amir “Girlfriend” : 8 parts!
What would you like to see more of on our Facebook?Outtakes/ Pictures! Contestsbloopers Quotes/ Staff A feeling ofJoke of Day interaction exclusivity
“Updates from the PEOPLE who actually make the videos and who are in them.”“Its basically nothing but links to theCH website. Basically, if I visit the CHhome page once a day, I dont evenneed to visit the facebook page. “More personality” COMMENTS “Random/funny status updates!” So, “Pr0n” like “this is our favorite proﬁle” gag?“More things like showing WHAT you exactly do, for ex. howyou make movies, where you get your ideas from, where yourepisodes / shows are available to watch.”
Almost forgot to mentionA lot of people replied:“I didn’t know you had a Facebook but now I’m gonna go Like you right away!”A little messaging got us some free likes ;)
Today I learned…• Our engaged YT audience is young, probably younger than we think.• Channel choice/behavior is not systematically aﬀected by age• Only a small percentage (16%) of YouTubers ignore CollegeHumor.com altogether• Only half of YT viewers are following the jump links to CollegeHumor.com• Roughly 15-20% use login/connect, which may be on par with all viewers of CH content
Today I learned…• The majority of YT viewers are there because of habit, not misinformation/displeasure with CH• 25% are unaware of the month delay and response to the delay is mixed• Knowing the delay does inﬂuence behavior in CH.com’s favor only slightly, demonstrating that knowledge is a factor, but habit/preference is dominant• YouTubers prefer YT because of ease of use (regarding subscription especially) Speaks to the hypotheses
Might we suggest…When a subscriber views pt. 1 of a series, they are like to jump to CH if they realize the rest are there. We suggest special copy/post-roll/annotations for a serial video to push traﬃc to the siteSome viewers even suggested previews/ trailers on YouTube! They are also receptive to promotional videos
Might we suggest…Users who get everything from the comfort of their subscriber page don’t want to go to CH because they will later get resent the same videos. We could do more on the YouTube channel to address the variety of CH, namely articles, pictures and UGC(furthermore, we should seek ways to randomize videos on any channel)
Might we suggest…Some users think that YouTube is more HD. This is wrong. We should broadcast the fact that our site videos are all 720pAnd some don’t know about our website and our Facebook page. There’s a lot for us to broadcast through our YouTube channel ! Let’s use bulletins and annotations more often to micro-message
Can’t stress this enough!If we want each channel viewed, each must have exclusive content. We must leverage the strengths of each channel to deliver something unique
Before we goThe way of the Dodo,We just wanted to sayThank you! Research by Alex Liu, Brian Weiss, and Max Brawer. PPT designed by Max Dodo by Brian Weiss