Create a YouTube Channel. Create YouTube Strategy. Explore the power of Social Media - YouTube. Learn Youtube SEO. Tools To Create Video Content? How to Create Videos? How to promote on YouTube and many more things to learn.

1. Social Media - YouTube
(+Activities/Examples/Tricks)
Digital Marketing Workshop
er@du4sure.com
+91-95.5511.5533Edu4sure.com
partner@edu4sure.com

2. Social Media - YouTube
 What is YouTube?
 Are you there? If not, then be there (1 Billion+ Registered Subscribers)
 People watch 1 Billion hours per day (reaches more 18-49 years olds than any
broadcast/cable network on mobile)
 2nd Biggest search engine (59% of executives prefer watching videos to reading text)
 2nd Biggest website ; 76 Different languages; 300 hours of Videos uploaded/ Minute

3. Create YouTube Strategy First
 YouTube is time consuming
 Create strategy First before channel
 Know Your Goals
 Improving brand awareness and engagement
 Generating more leads and conversions
 Driving more traffic to your website
 Improving sales

4. Sales Funnel Strategy
 What type of Video we need to finally get sales

5. Sales Funnel - Top
 Goal – Brand Awareness
 Brand videos showcasing your business and your core values
 Educational and how to videos
 Interviews with influencers and thought leaders in your niche
 Animated videos
 Documentaries

6. Sales Funnel - Middle
 Goal – Brand Awareness
 Product videos demonstrating what your product can do for your target audience
 Video testimonials
 Example: How a client used your product/service
 Check few video
 https://www.youtube.com/watch?v=tOwjEOt1zYU
(Hearing reviews from real customers improves your credibility. At Epic, creating
customer testimonials is one of our specialties)
 https://www.youtube.com/watch?v=bZEvZKtJlwQ
(FreshBooks customer Sarah, describes how using FreshBooks has helped her business)

7. Tools To Create Video Content
 Tools available to create animated video, live-action videos, and even stop motion
videos
 Slidely Promo, for live action videos (i.e. using stock footage)
 Wave, for live action videos (you can easily create the same video for any social
network, to help you repurpose your video content)
 Vyond, for creating animated videos
Note: More than 5 crore content creators so your video has to stand out!

8. SEO
 Channel and Video optimization for YouTube search engine
 Pick Channel Keywords which represent your business
 Video Headline & Description – Put right keywords
 Video Tags
 Watch time - More time, better SEO
 Engagement Metrics
 Subscribers
 How can I beat a channel with a large number of Subscribers
 New Subscribers on New Video
 TubeBuddy tool - a YouTube-certified YouTube management tool, with several
video SEO features, like tag suggestions, best practice audits, and keyword rank
tracking for YouTube

9. 3 Core Areas For YouTube Marketing
 Creating and optimizing your YouTube channel
 Understanding your audience (and your competition) using data
 Advertising on YouTube through YouTube ads and influencer marketing

10. How To Create A YouTube Channel
 It will take time for sure!
 Time Process: Plan, Film, Edit, Publish using keywords, Promote and Analyze
 So, first Sign up a Gmail Account (Try to keep it common email which you can share
with your teammates/agency
 YouTube is owned by Google so Gmail account automatically gives access to YouTube
Choose “To
Manage My
Business”

11. Set Up A YouTube Brand Account
 A Brand Account allows users to manage editing permissions and create a more
holistic online presence
 DIY
3

12. Customize YouTube Brand Account
 Go to Your Channel (Same process like last slide. This time it will show you “Your
Channel” rather “Create a channel”)
 DIY

13. Add Main Features In Channel
 Add Channel Icon and Channel Art (Use Images relevant to your overall Branding)
 Note: It may take several minutes for your channel icon to appear after uploading
 You can check Channel Art templates and guidelines
 Click About and Add ‘Channel description, e-Mail Id, Links to your website’

14. Turn On Channel Customization
 Go to Channel setting

15. Upload Videos
 Go to Upper Right-hand corner. Click on Camera Icon
 Add keywords to your Trailer name and Description
 Once your video uploads, click on the “For new visitors” tab on your channel
homepage to add “Channel trailer”
 How to do this? Check next slide

16. Customize For New Visitors
 Example: We have “Edu4sure Journey” as Channel Trailer (=Usually Video version
of description) for Unsubscribed viewers
 Select from Uploads or,
Enter YouTube Video URL

17. Customize For Subscribers
 Example: We have “Hire Our Trailer” Video as Feature content
 Select from Uploads or,
Enter YouTube URL

18. Setting Permissions for Brand Account
 Go to Setting. Click “Add or remove managers”. Click Manage permissions


 Once you click “Manage Permissions”, you need to select the people and assign them
role. There are 3 roles. What are they?

19. 3 Roles Options
1. Owner
2. Manager - Same editing powers as Owners, except
they cannot add or remove page roles or remove listings
Note: Anyone editing a channel must be a Manager or an Owner
3. Communication Manager - can respond to
reviews and do several actions except use YouTube’s
video manager, upload content, or view analytics
 Once you click “Manage Permissions”
Then, select the people icon in the upper right-hand corner to invite new users. To grant
permission to a person, enter their Gmail address and indicate their role

20. Create 2nd YouTube Channel
1. You can create Personal channel
2. Or, Second brand under the same business entity
 HOW?
 Go to YouTube Studio; Open Creator Studio Classic
 Click your account icon in the top right-hand corner and tap the gear icon next to
“Creator Studio”
 Under “Your account,”
click “See all my channels or create a new channel”
 Click “+Create a new channel”
 Create and customize your new Brand Account
(As explained earlier, apply same process)
You should try this at home for practice now!

21. YouTube Brand Guidelines
 Channel Name: Must be consistent with other social media sites and overall branding
 Channel icon
 Google recommends uploading an 800 x 800 px square or round image
 This image will be used across all of your Google properties such as Gmail, Google+
 Consider using a company logo or, if you are a public figure, a professional headshot
 Channel art: Upload a 2560 x 1440 px image, good for desktop, tablet, mobile, and TV
 Description: Company’s Information, Type of content with right keywords
 Channel Trailer: Short, Sweet (30-60 Sec), About channel, Expectation from channel,
Encourage viewers to Subscribe, Should not be interrupted by Ads
 Custom URL: Possible only if you have Icon, Art, 100+ Subscribers and 30+ days old
 Links: Link to other social media accounts/ websites from the “About” section

22. SEO
 Create and optimize your video’s metadata
 What does Metadata do?
 Simply put, metadata gives viewers information about your video, which includes your
video title, description, tags, category, thumbnail, subtitles, and closed captions
 Be succinct and straightforward when filling out your metadata
 Properly indexed by YouTube and appears when people are searching
 Your content can be removed if you try to promote it with unrelated keywords
 Title - 60 Characters (Already done in On-page SEO & Keyword Research)
 Description - 100 Characters
 Include important links or CTAs in the beginning of your description
 Below this, include the video transcript. Video transcripts can greatly improve your
SEO because your video is usually full of keywords
 Add a default channel description that includes links to your social channels, video
credits, and video-specific time stamps
 Use #hashtags in your video title/ descriptions — just be sure to use them sparingly

23. SEO Continues…
 Tags: Highlight your main keywords in your tags
 Tags associate your video with similar videos, which broadens its reach.
 Tag your most important keywords first and try to include a good mix of more
common keywords and long-tail keywords
 Category
 YouTube will allow you to choose a video category under “Advanced settings”
 Video categories group your video with related content on the platform
 YouTube allows you to sort your video into one of the categories

24. SEO Continues…
 Thumbnail: “Main images” seen while scrolling through a list of video results
 YouTube will auto-generate a few thumbnail options for your video, but we highly
recommend uploading a custom thumbnail
 YouTube Report: 90% of best performing videos on YouTube have custom thumbnails
 Think of high-quality shots that accurately represent your video
 1280 x 720 px image to ensure that your thumbnail looks great on all screen sizes
Note: You must verify your YouTube account to upload a custom thumbnail image by
visiting youtube.com/verify and entering the verification code YouTube sends you

25. SEO Continues…
 SRT Files (Subtitles & Closed Captions)
 Not only do subtitles and closed captions help viewers, but they also help optimize your
video for search by giving you another opportunity to highlight important keywords
 You can add subtitles or closed captions by uploading a supported text transcript or
timed subtitles file
 You can also provide a full transcript of the video and have YouTube time the subtitles
automatically, type the subtitles or translation as you watch the video, or hire a
professional to translate or transcribe your video
 Let’s see how to do that?

26. SEO Continues…
 Click YouTube Studio – Videos.
 Explore all options and Edit Title, Description,
Subtitles, Closed Captions etc.

27.  Click on “ Details Icon”
 Open “More options” and choose the video language
 Once you choose a language, the option to “Upload Subtitles/CC” should become
available. Tap that option, and choose to upload your subtitles or closed captioning
with or without timing

28. Cards and End Screens (Annotations)
 Instead of annotations (which they sunsetted in May 2017), YouTube encourages users
to incorporate cards and end screens in their videos to poll viewers, link to external
sites, or direct people to other videos
 Cards and End Screens are as easy to add as Annotations
 Cards are small, rectangular notifications that appear in the top right-hand corner of
both desktop and mobile screens. You can include up to five cards per video, but if
you’re including multiple cards, be sure to space them out evenly to give viewers time
to take the desired action
 End screens allow you to extend your video for 5-20 seconds to direct viewers to other
videos or channels on YouTube, encourage viewers to subscribe to your channel or
promote external links, such as ones that direct to your website. End screens encourage
users to continue engaging with your brand or content.
 Cards aren’t yet available in YouTube Studio

29. Add Cards
 To add cards, click “Creator Studio Classic” in the left menu to follow these steps
 Once in the Creator Studio, click the drop-down edit arrow next to your video and
choose “Cards”

30.  Then, click “Add Card”. Choose to create a Video/Playlist, Channel, Poll, or
Link card. (Below is a Video card featuring a suggested link to another video on the
channel)
 Once you’ve created your card, drag it to the spot in the video you want it to appear.
Your changes will be saved automatically

31. Add End Screens
 Head to your video manager, click the drop-down edit arrow, and choose “End screen”

32.  Then choose which elements you’d like to add to your end screen
 You can add elements by importing an end screen you used in another video, using a
template, or creating elements manually
Note: YouTube requires users to promote another YouTube video or a playlist in part of
the end screen

33. Playlists
 Are you creating videos around a few specific themes?
 “Playlists” Tool can curate a collection of videos from your channel and other channels
 More discoverable content (Show separately in search result)
 How to create a new playlist?
 Go to a video you’d like to add
 click “+Add to” under the video
 Next, select “Create new playlist”
 Type in name of the playlist
you want feature and click “Create”

34. YouTube Marketing Strategy
 Share on Social Media (Click Share / You can shorten URL)
 Write something with the link
 Use relevant #tag
 Post links in your profile bios
 Blog Posts & Website
 Add a YouTube follow icon
 Embed relevant videos in post
 e-Mail
 Q&A Sites (Quora)
 Collaboration with Others
 Engage with Viewers (Respond to Comments/ Thank to Viewers etc.)

35. Tips To Promote Better
 Keep your channel branding consistent with your other social media accounts
 Optimize your title and description for SEO and searcher intent
 Feature real people or animated faces in your videos, not just words or B-roll
 Choose a video thumbnail that accurately represents your video content
 Include calls-to-action (CTAs) in every video
 Make it easy for others to share your videos
 Create playlists that feature your videos and others
 Produce videos on a regular basis, and consider doing a video series

36. Understanding YouTube Analytics
 To measure something you need to Determine your GOAL
 One Video – One Goal (Views, Click, Shares, Awareness of Product, In-bound links)
 Key Metrics to Track (Top-line performance metrics, engagement metrics,
demographics, traffic sources, and popular content
 Filter your results by content, device type, geography or location, all video content or
playlists, subscriber status, playback type, traffic by different YouTube products, and
translations

37. Important Key Metrics to Track
 Watch Time
 Retention Rate: A video’s average percentage viewed which means the average
percentage of a video your audience watches per view
 A higher percentage means there’s a higher chance that your audience will watch that
video until the end
 Try placing cards and end screens in videos with a higher average percentage viewed
rate to improve the number of views your calls-to-action receive
(Sample watch time multi-line chart)

38.  Traffic Sources
 Demographics
 Engagement Reports

39. YouTube Advertising
 Cost of Advertising on YouTube: Cost per view model (CPV)
 If your ad is skipped, you aren’t charged for that view
 Similar concepts to Google AdWords
 Cost per click varies on keyword competitiveness, but, on average, it’s around $0.06
 Types of YouTube Ads
1. Video Discovery Ads: TrueView Ads appears on Home page , within search results, and
as related videos on YouTube video watch pages. Example: Search “Power BI”

40. 2. In-Stream Ads: Ads that play within a YouTube video
 TrueView in-stream ads play before a viewer watches the video they’ve selected on
YouTube.
 Can be customized with different overlay text and CTAs, and viewers usually have the
option to skip the ad after watching the first five seconds
 In addition to the pre-roll in-stream ads that play before the video, there are also
mid-roll video ads that appear midway through videos that are 10 minutes or longer

41. YouTube Ad Campaign
Note: The complete process is same as we learned in Google AdWords. Basic recap is
discussed
 Go to Google AdWords account. Select “New Campaign”
 Select “Video” as campaign type
 Select a goal to access suggested campaign settings as you walk through the setup
process. You can choose Sales, Leads, Website traffic, Product and brand
consideration, or Brand awareness and reach
 We need to share our uploaded video link. Input the URL for your video and choose
your video ad format. Indicate where you want your viewers to go if they click on your
ad — and don’t forget a CTA
 Set budget etc. as discussed in AdWords workshop

42. Types Of Videos
 Product Demonstration
 Tutorial/Explainer Video
 Project Reviews/Case Studies: Example, a campaign review with statistics
 Interviews of Thought leader or Expert
 Video Blogs: You can plan prepare your Text Content into Video
 Event Videos: Feature in-person experiences at a conference or expo and can be a
great way to show the excitement of a crowd
 Testimonials
 YouTube Live : Easily share unfiltered moments and lets audience participate with
real-time comments/reactions, can be recorded and appear like any other video
upload.

43. Storyboard
 A storyboard is like a blueprint for your video and serves as an outline for the shoot
 How to write Video Script?
1. Define your Goal
2. Create a storyboard and write the lines
 They vary in the level of detail , but your storyboard should, at the very least, include:
 A frame for each major scene or location change
 Basic information about the scene (time of day, weather, mood of the characters, etc.)
 Lines for each scene
 Camera direction for motion and shot details (i.e. tight, medium, or wide shots)
3. Decide on additional multimedia elements
4. Determine the video length
5. Pick a filming location (or multiple)

45. +91-95.5511.5533Edu4sure.com
partner@edu4sure.com
“Create your own YouTube Video
channel and apply the learning for
better knowledge. DIY Approach
always helps”
“Be a Vlogger”