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How to become a you tube expert in less than 15 years

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How to become a you tube expert in less than 15 years

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Greg Jarboe's presentation, "How to become a YouTube expert in less than 15 years (without too much trial and error)," to Ask Avi Arya University and Internet Moguls on March 25, 2021.

Greg Jarboe's presentation, "How to become a YouTube expert in less than 15 years (without too much trial and error)," to Ask Avi Arya University and Internet Moguls on March 25, 2021.

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How to become a you tube expert in less than 15 years

  1. 1. How to become a YouTube expert in less than 15 years (without too much trial and error) Greg Jarboe President and co-founder of SEO-PR AskAviArya University and Internet Moguls March 25, 2021
  2. 2. To become a YouTube expert, just write a book and then update 75% of your content 27 months later • The first edition of YouTube and Video Marketing: An Hour A Day was published in August 2009. • It sold well, so my published asked me to write a second edition. • This gave the opportunity to “thoroughly update” 75% of what I had written. • The second edition was published 27 months later in November 2011. • Today, the only chapter of the second edition that isn’t woefully out-of-date is Chapter 1: A Short History of YouTube. • So, please don’t buy my book.
  3. 3. Now, how can I help you become YouTube experts in 20 minutes without too much trial and error? • To become a YouTube expert, you just need to learn how to get your videos: • Discovered. • Watched. • Monetized. • In the next 20 minutes, I’ll share some strategic insights, critical data, tactical advice, and trends in the digital video marketing business. • This won’t eliminate the need for some trial and error, but it should help you to become a YouTube expert sooner rather than later. Source: Greg Jarboe, Search Engine Journal, “6 Lessons In Video Storytelling You Can Learn from Indian Brands,” Oct. 18, 2018
  4. 4. With 265 million users, India is YouTube’s largest and one of its fastest growing markets in the world • “India is now both our biggest audience and one of our fastest- growing audiences in the world,” said YouTube CEO Susan Wojcicki. • “YouTube’s consumption on mobile has increased to 85%, with 60% of the watch time coming from outside the six largest metros in India,” she added. • “Today, YouTube creators have become effective storytellers, with more than 1,200 Indian creators crossing the million subscriber-milestone, compared to five years ago, when there were only two creators,” she concluded. Source: The Hindu, “India becomes YouTube’s largest and fastest growing market,” April 9, 2019
  5. 5. More than 500 hours of video are uploaded to YouTube every minute, so nobody can watch it all • So, many logged-in YouTube users tend to look at the recommendations on their Home page and decide if they want to watch one of these videos. • And, yes, their activity on YouTube, Google, and Chrome influences the recommendations on their Home page as well as in YouTube search results and suggested videos. • YouTube says this constructs a “personal primetime” for each logged- in user based on their passions. Source: Greg Jarboe, YouTube Home page, March 12, 2021
  6. 6. Since YouTube is the world’s second-largest search engine, optimize your title, description, and tags • The first goal of YouTube’s search and discovery system is to help viewers find the videos they want to watch. • So, optimize your titles, descriptions, tags, and other metadata. • Title: Keyword near beginning, less than 50 characters, engaging for high CTR. • Description: 50 to 150 words describing video, keyword 1-3 times, minimize excessive boilerplate text. • Tags: Target keyword firs, then in order of importance; tightly focused on topic, 1-5 word phrases, 100 to 300 characters. Source: Greg Jarboe, Search Engine Journal, “YouTube Algorithm: 7 Key Findings You Must Know,” March 13, 2019
  7. 7. Use Google Trends to see YouTube search interest in India over last 2 years for coronavirus and news • Which of these search terms should you use to optimize a YouTube video? • Now, scroll down to compared breakdown by 34 sub-regions. • Then, scroll farther down to see the rising and top related queries for both search terms (e.g. NEET 2020 latest news vs coronavirus video). • Finally, use Google Trends to discover if people are using another search term or topic that you might use to optimize your next YouTube video. Source: Google Trends, India, 3/11/19-3/11/21, All categories, YouTube Search interest in coronavirus vs COVID 19
  8. 8. Users can ‘easily’ discover Shorts on the YouTube homepage in a new shelf for short, vertical videos • “Shorts is a new short-form video experience for creators and artists who want to shoot short, catchy videos using nothing but their mobile phones,“ says Chris Jaffe, VP of Product Management at YouTube. • They are “easily discoverable on the YouTube homepage (in the new Shorts shelf), as well as across other parts of the app,” he adds. • YouTube Shorts rolled out in the US this month. Source: Greg Jarboe, Search Engine Journal, “YouTube Shorts: An Introductory Guide,” Sept. 30, 2020
  9. 9. Getting your video discovered is just the beginning; you must also make videos that are worth watching • Consumers are using video in ever- evolving ways: for inspiration and enlightenment, education and entertainment, and even as guidance or a confidence booster for key decision-making moments. • On YouTube, nearly 2 billion viewers each month seek out and engage with content that feels tailored to them. • And each time a user logs in, YouTube recommends a “personal primetime” based on their passions. Source: Cenk Bulbul, Official YouTube Blog, “2020 Brandcast Delivered: A NewFront Just for You,” June 25, 2020
  10. 10. Create a compelling opening to your videos that hooks your viewers in the first 10 to 15 seconds • 50% of the typical audience is lost in the first 20 seconds. • So, you need to create a compelling opening to your videos that hooks viewers right from the start and gives them a reason to stick around. • Content creators like Nas Daily and Mark Wiens address/welcome the audience, ask a question, spark the viewer’s curiosity, and tease the rest of the video. • Packaging and branding should be minimal and short (5 seconds is optimal). Source: Greg Jarboe, Search Engine Journal, “YouTube Algorithm: 7 Key Findings You Must Know,” March 13, 2019
  11. 11. Then, use effective storytelling techniques to maintain and build interest throughout the video • Be an effective editor: After creating a compelling opening to your videos, then use storytelling techniques to maintain and build interest. • Engage your audience: Involve your audience in your videos, encourage comments, and interact with your viewers as part of the content. • Use end screens: You can add up to 4 elements to promote your content, channel, and websites, during the last 5-20 seconds of a video.
  12. 12. Viewers dislike videos under 2 minutes long, but tend to like videos that are 2 to 20 minutes long Source: Greg Jarboe, Search Engine Journal, “YouTube Algorithm: 7 Key Findings You Must Know,” March 13, 2019
  13. 13. You need to apply for and be accepted into the YouTube Partner Program to monetize your videos • Are you interested in making money on YouTube? • YouTube creators in the UAE can apply to join the YouTube Partner Program. • To be eligible, you need to hit 4,000 watch hours in the previous 12 months and 1,000 subscribers. • This threshold helps ensure revenue only flows to creators who play by the rules. • If everything looks good, you’ll be able to join the YouTube Partner Program. • YouTube will then begin serving ads on some or all of your video content. Source: YouTube Creators, “Intro to Making Money on YouTube,“ January 22, 2019
  14. 14. YouTube Select is a reimagination and unification of ad solutions like Google Preferred and prime packs • YouTube has announced YouTube Select – a “reimagination and unification” of Google Preferred and prime packs — to help advertisers to “reach their target audiences where they are watching, and find the right content for their brand.” • YouTube Select surfaces a diverse mix of content packages called lineups – each tailored to globally and locally relevant needs like beauty & fashion, entertainment, technology, sports, and everything in between. Source: Vishal Sharma, Google Ads & Commerce Blog, “Make the best of YouTube yours with YouTube Select,” May 19, 2020
  15. 15. Look over YouTube Select’s content lineups in the US ‘because that’s where the money is’ in India • The new YouTube Select landing page lists 10 examples of content lineups: • Comedy: Lilly Singh. • Entertainment & Pop Culture: MrBeast. • Technology: Marques Brownlee. • Food & Recipes: Gordon Ramsey. • Gaming: Markiplier. • Sports: MLB. • Music: Dua Lipa. • Science & Education: Physics Girl. • Beauty, Fashion & Lifestyle: James Charles. • Spanish Language: Los Angeles Azules. Source: Make the best of YouTube yours with YouTube Select
  16. 16. Members of the YouTube Partner Program have several other ways to make money on the platform • BrandConnect. • YouTube BrandConnect (fka FameBit) is a monetization service that connects creators with brands for branded content campaigns in the U.S. • When it rolls out, BrandConnect can help members of the YouTube Partner Program get paid to include advertiser content in their videos, and access campaign management resources. • Super Chat and Super Stickers. • Viewers can purchase Super Chats to highlight your message within live chat. • They can also purchase Super Stickers to see a digital image that pops up in the live chat feed. • Channel Memberships. • Viewers can pay monthly to support your channel in exchange for member-only perks. • Merchandise. • Selling merchandise is a great way to make money and keep engaging your community.
  17. 17. The alternative to optimizing your YouTube videos for relevance and watch time is to get very lucky • The goals of YouTube’s search and discovery system are twofold: • To help viewers find the videos they want to watch. • To maximize long-term viewer engagement and satisfaction. • So, to be successful on YouTube, your videos need to be: • Discovered. • Watched. • Monetized. • The alternative is hoping that you get lucky (and that isn’t a strategy).
  18. 18. Thank you for all of your questions and feedback; when you become rich and famous, please say “Hi”

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