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YouTube Digital Marketing Background & Strategy


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Short presentation on how to use YouTube as a marketing strategy I completed with my General Assembly Digital Brand Strategy group.

YouTube Digital Marketing Background & Strategy

  1. 1. What is it?● Market-dominant video sharing website, on which users can view, upload and share videos
  2. 2. Size of Audience:● 800 million unique users per month● More than 100 million social actions (shares, likes/dislikes, comments) per week● Users in 43 countries, across 60 languages more than 1/10 of worlds population
  3. 3. Demographics*US demographics gender age race income education
  4. 4. Digital Behavior Segmentation Efficiency Experts: "sees the adoption of digital devices and services as a way to make life easier;" 41% of global sample Content Kings: "includes dedicated gamers, newshounds, movie buffs, music lovers and TV fans;" 9% of global sample Social Butterflies: "these consumers cannot imagine not being able to instantly access any of their friends;" 15% of global sample Connected Maestros: "combines the behaviors common to Content Kings and Social Butterflies with even more sophisticated behaviors;" 35% of global sample
  5. 5. Digital Consumption● Over 4 billion hours of video are watched each month on YouTube● 72 hours of video are uploaded to YouTube every minute● Average YouTube user spends 900 seconds per day● 2 billion views per day● Millions of videos are favorited every day● Millions of subscriptions happen each day. Subscriptions allow you to connect with someone youre interested in — whether its a friend, or the NBA — and keep up on their activity on the site● There are 500 tweets per minute containing a YouTube link, over 700 YouTube videos are shared on Twitter each minute● 500 years of YouTube video are watched every day on Facebook● 100 million people take a social action on YouTube (likes, shares, comments, etc) every week● More than 50% of videos on YouTube have been rated or include comments from the community
  6. 6. Youtubes Key Segments
  7. 7. Gen Vage 18-34 age 18-49 ● 1 in 3 visit Youtube multiple times per ● Early adopters of technology day ● 1/2 shared online content in the past ● 1 in 5 visit Youtube on mobile daily week ● Almost twice as likely as P18+ to ● Share and receive video regularly share and receive videos regularly with their network but not as much as with their networks males 18-34 segment ● Half subscribe to specific Youtube ● 40% subscribe to specific Youtube channels or content creators channels or content creators ● 2/3 use Youtube monthly ● 25% actively seek out videos related ● 3 in 4 Smartphone owners use the to their particular interests and app monthly passions ● Early adopters of technology ● They have radically shifted their media habits to accommodate new devices and platforms that fit into their lifestyle
  8. 8. YouTube Metrics A few key metrics:● Uploaded Video Views● Subscribers● Total Time Viewed● Total Like / Dislike Ratio and growth● Channel Engagement Rate● Channel View Rate● Number of Videos YouTube has two main reporting features:1. Engagement Reports2. Views Reports
  9. 9. Engagement Reports● Subscribers: ○ Are more engaged with your conent and watch videos on a consistent basis● Likes & Dislikes● Favorites● Comments● Sharing: ○ How many times video has been shared through "share" button● Call-to-Action: ○ An overlay to share more information about the content of your video
  10. 10. Views Reports● Views ○ Number of views, monetizable views, and estimated minutes watched● Demographics ○ Gender, geographic, and date range break down● Playback Locations ○ Reveals the page, site, or device video was viewed● Traffic Sources ○ Reveals how user found your content● Audience Retention ○ Absolute audience retention ■ Shows the views of every moment of a video ○ Relative audience renetion ■ How well you retained viewers during playback
  11. 11. How To Use These Metrics Measure view count over time
  12. 12. How To Use These MetricsCheck ratings to see what resonates with your audience● Compare likes, dislikes, comments and favorites of video from publication up until present day● Use this information to determine what video content your audience likes and what content they don’t like● This will help determine what kinds of content to produce in the future
  13. 13. How To Use These Metrics Research significant discovery events● Gives you actionable insights into which marketing channels drive traffic to your videos over others and allows you to focus your efforts● Excludes less significant sources of traffic● Take note of the websites that embed your YouTube videos
  14. 14. How To Use These Metrics Analyze your audience demographics● Segment your audience based on the content of your video ● Make better informed decisions for future content creation and marketing strategies.
  15. 15. How To Use These Metrics Monitor viewer drop-off● Understand where your viewers stopped watching your video● Discover weaknesses in your video content and help you prevent the same issues in the future ○ Was the video too long? ○ Was the conent not relevant? ○ Is the video boring?● Make note of any surprising places where viewers simply stop watching your content
  16. 16. How To Use These Metrics Track traffic sources● YouTube Referrals ○ See the title of each video that drove traffic to the video you’re currently analyzing● Determine whether traffic from YouTube search or YouTube suggested videos is more important to your video promotion strategy
  17. 17. How To Use These Metrics Take note of sharing statistics● Social media sharing is key to "going viral"● Figure out why certain videos are more popular than others● Add social media calls to action in your videos to encourage sharing● Use YouTube annotations to drive viewers to perform a particular action
  18. 18. How To Use These Metrics Encourage subscriber engagement● Monitor the growth of your subscriber base to understand the overall reach of your YouTube content● Use the subscriber report to get a better sense of the subscribers you lost or gained on a video-by-video basis● Use this report to test the use of annotations to see if your channel’s subscriber rate rose or fell as a result
  19. 19. How Brands Use YouTube: StorytellingA powerful direct marketing tool: its an opportunity for brands to speak directlywith consumers.more as part of the marketing mix rather than a tactic in a vacuum.Secret to success: consistently and frequently publish refreshing content thathas intrinsic value for audiences online. Source:
  20. 20. Lululemon"Sh*^ Yogis Say"
  21. 21. Brand Storytelling Google Chrome
  22. 22. Creative User Interaction tipp-ex