2. What is YouTube?
• It is a video sharing website that was
launched in May 2005
• Allows people to discover, watch, and
share originally created videos
• A medium for people to connect, inform
and inspire others across the globe
• YouTube focuses on user and business
operated created content
Image Source
3. YouTube’s Value Proposition
• YouTube’s value proposition to people is
tremendous – to provide a platform where
people can upload free video content and
share it with others
• YouTube allows advertising that air before
a video is played (pre-roll ad) and banner
ads are shown while the video is in
progress
Source : http://publishing2.com/2007/03/03/youtube-and-the-value-of-video-content-hosting-distribution-and-discovery
Image Source
6. Why organization should use YouTube?
YouTube is the second largest search engine after google
More than 3 billion videos are viewed a day
It’s where people go to find and learn about your organization
Over 50 percent of videos on YouTube have been rated or include comments from the community
It is a great platform to engage with audiences as over 100 million people take a social action on
YouTube (likes, shares, comments, etc.) every week
It is very easy to embed YouTube videos on different platforms such as your blog and other
social media platforms. This way you can easily share valuable content with target audience
YouTube videos are easy to make. Small business can make interactive videos using ‘YouTube
Director’ on their smartphones
Businesses can use YouTube to offer solutions for their customers. For example, posting videos
demonstrating how to install their product etc.
Source: http://kimgarst.com/7-reasons-your-business-should-
be-using-youtube
https://www.americanexpress.com/us/small-
business/openforum/articles/why-you-should-use-youtube-for-
marketing/
7. Timing is everything!
Monday-Wednesday
2pm to 4pm
Thursday-Friday
12pm-3pm
Saturday-Sunday
9am-11am
Source: http://www.tubefilter.com/2015/01/12/best-days-times-to-post-youtube-videos-yearly-calendar/
Best Times and Days
Image Credit : Stahler
8. Is it worth using YouTube?
• Views
Views are the obvious way to see if your videos are successful. If organizations keep posting
content on regular basis then they can easily keep track and record of their Lifetime views using social
media key metrics.
• Subscribers
In a similar way as Lifetime views organizations can keep track of their overall subscribers.
Keeping track of how many subscribers you gained and lost during certain period of time will help them
measure if they are getting any positive results.
• Likes, Dislikes and favorites
Organizations can check which videos received most likes, dislikes and favorites. They can
compare and figure out why some videos got most dislikes.
Source: https://strongcoffeemarketing.com/quick-tips/6-youtube-metrics-to-measure-video-performance/
9. Is it worth using YouTube?
• Comments
Engagement with viewer is the most important thing. Comments show if you are really connecting
and with your audiences. The comments-to-views ratio is easy and a great way to track your engagement.
• Shares
We can check which videos are being shared via social media. You can see which platforms your
videos are being shared, which will help you decide which social media platforms are best for ‘cross-
promoting’ your videos. Sharing is one of the best forms of engagement, it also indicate which of your
videos are is the most ‘viral’ videos.
• Drop-off point
Audiences retention tells you when your viewers stopped watching particular video ad how many
watched the full video. You can also see how your retention compare to other YouTube videos.
10. YouTube - Analytic Tools
Free Trial: Available - basic
analytics, 5 social profiles, two
RSS feeds
Starting from: $9.99 /month
Pricing model: Free, PRO and
Enterprise
Free Trial: Available (No Credit
Card required)
Starting from: $500.00/month
for 10 paid reports
Pricing model: Freemium and
Subscription
This tool is completely free
Source: https://www.getapp.com/business-intelligence-analytics-software/a/simply-measured/
http://westwoodva.com/blog/overview-and-current-pricing-levels-for-hootsuite/
11. YouTube – B2C
• YouTube is more beneficial for B2C than B2B businesses. Every type of organization has
different set of objectives. Similarly, B2C and B2B businesses use different social media
platforms to reach their audience and achieve those objectives.
• YouTube is social media platform which houses only video content. B2C business need to
interact directly with their audiences. YouTube allows them to engage and interact with their
consumers directly.
• B2C businesses can take advantage of this channel to create awareness. They can easily
create a highly interactive video to grab their consumers attention and can use YouTube to
offer solutions for their customers. For example, posting videos demonstrating how to use
and/or install their product etc.
Source: http://adit.co/the-difference-between-b2c-and-b2b-social-media-marketing/
12. Always - #LikeAGirl
• In "Like a Girl" campaign, the company uses the famous
insult to grab their audiences attention and then change the
conversation about what it means to run, throw, and fight
"like a girl."
• Always #LikeAGirl generated global awareness and
changed the way people think about the phrase ‘like a girl’
• They achieved over 85 million global views on YouTube
from 150+ countries and Always’ YouTube Channel
subscribers grew
• Before watching the campaign video, only 19% of 16-24s
had a positive association toward ‘like a girl’. But after
watching the video, 76% said they no longer saw the
phrase negatively
• Always’ brand equity percentage increased during the
campaign while most of its competitors saw slight declines
Source: http://www.dandad.org/en/d-ad-leo-burnett-holler-always-likeagirl-campaign-case-study/
13. Cost to use YouTube
• Big companies like Nike spend
considerable amount of budget (production
cost, media cost, employee salaries) on
making videos and maintaining high social
media presence
• User channel or a small business can use
their smartphones camera for recording
videos and need less budget
• Managing and maintain social media
platform like YouTube can be time
consuming. Hence, it is best to hire an
social media manager to handle company’s
YouTube channel
• Social media managers will maintain your
channel content, schedule video posts and
engagement
Source:
https://static.googleusercontent.com/media/www.youtube.com/en//yt/advertise/medias/pdfs/brand-
channel-onesheeter-en.pdf
14. Resources to Start Your Business YouTube Channel
• How to create a YouTube Channel
(link - https://www.entrepreneur.com/article/229284)
• How to Create a YouTube Account for Business
(link - http://sproutsocial.com/insights/how-to-create-youtube-account/)
