1. Olivia de la Vega, Jacqueline Himelfarb,
Alison Goldberg, Alexandra Maxian, Christian
Taylor, Halle Speregen
2. Agenda
❏ What is YouTube?
❏ Demographics
❏ Strategy
❏ Marketing on YouTube
❏ Benefits
❏ Risks
❏ Conclusion
3. What is YouTube?
❏ Video-sharing site where users are able to:
❏ Upload their own videos
❏ View videos posted by other users all across the world
❏ Interact with the videos
❏ Diverse content
❏ Created: February 14, 2005 by Jawed Karim, Steve Chen, Chad Hurley in San
Mateo, California.
❏ 1.3 billion users as of 2018 with over 30 million visitors and 5 billion videos
watched daily.
4. ❏ How To Use:
Create an
account → use
the search bar
at the top to
find specific
videos →
browse the
home page
and
recommended
pages.
5. First Video Ever Posted on YouTube
❏ “Me at the zoo”
❏ Posted at April 23,
2005
❏ By: Co-founder Jawed
Karim
❏ 46,956,608 views
6. YouTube Demographics
❏ YouTube has over a billion users — almost
one-third of all people on the internet.
❏ Everyday people watch hundreds of millions of
hours on YouTube and generate billions of
views.
❏ YouTube (even YouTube on mobile alone)
reaches more 18-34 and 18-49 year-olds than
any cable network in the U.S.
❏ Growth in watch time on YouTube has
accelerated and is up at least 50 percent year-
over-year for three straight years.
❏ The number of people watching YouTube per
day is up 40 percent year-over-year since
March 2014.
7. Monetization Strategy
❏ YouTube makes huge amount of money through the ads.
❏ YouTubers make money from monetization with AdSense.
❏ Advertisers only pay when someone clicks an ad or watches for 30 seconds.
❏ If your video gets ten million views but nobody watches or click the ads, you don't make
any money.
❏ How do you get money off of YouTube?
❏ Step 1: Enable your channel for monetization.
❏ Step 2: Connect your YouTube channel to an AdSense account in order to earn
money and get paid for your monetized videos.
❏ Step 3: Take a minute to get to know the kinds of videos you can monetize and the
different ad formats.
8. Usefulness of Marketing on YouTube
❏ Explains Product and Service in a unique way
❏ Helps to reach the target customer
❏ Owned by Google (indexed on Google Search Engine)
❏ Company can pay for advertising on a popular video, increases engagement
9. Purpose of Marketing on YouTube?
❏ Embodies the ideal lifestyle that your target customer would have after using
your product or service
❏ Potential for product to go viral
❏ Helps to build trust by forming a relationship with potential customer
10. Marketing Benefits
Businesses that benefit the most from
YouTube have:
❏ Unique, interesting content that
works well in video format
❏ A personality
❏ Encourage feedback and
interaction through comments
11. Marketing Benefits (Cont.)
❏ Top 7 industries using YouTube
❏ Top 5 companies: Red Bull, The Ellen Show, Playstation, Walmart, Ramit Sethi
12. YouTube Successes
❏ The display and design of a business’ channel page is important
❏ Easy to navigate, eye-catching, and consistent with brand image
13. ❏ Kraft uploads useful
content that their target
audience wants to see
❏ More than just
uploaded ads and
promotional videos
❏ Funny videos,
instructional recipe
videos
❏ Playlists to organize
content
❏ Links to other social
media
Content Example
16. YouTube Failures - Risky Messaging
❏ Some videos have sparked significant controversy, causing the brands to
delete them
17. YouTube Failures - Content Challenge
❏ Channel Us: McDonald's’ content based channel aimed for young audience
❏ Low ratings, poor response
❏ Failed to switch from advertising content to entertainment
18. Marketing Risks
❏ You have very little control over the actual presentation of your videos.
❏ Related videos that have the same tags as your own aren’t always content
related. The different branding can actually confuse customers.
❏ It is easier to lose prospects to your competition.
❏ Customers can like your video, but reject your value proposition.
19. Marketing Risks (Cont.)
❏ The different branding can actually
confuse customers.
❏ You’ve got to market your videos in
order for them to be seen.
❏ Negative reviews can damage a
business reputation.
20. Risk prevention
❏ Pepsi’s failure could have been avoided by simply not using controversial
topics and political bias as an advertising platform. Not everyone's views are
the same so they’re shrinking their market by not appealing to those who don’t
believe the premise they’re advertising on
❏ Same goes for Secrets advertisement. It’s obviously a touchy subject and not
everyone woman feels that way or feels that it should be presented in such a
way
❏ Whether you agree or disagree it’s inappropriate to advertise on controversial
matters.
❏ Turns people away, because they do not want to be associated with a brand
that represents and expresses personal opinions and conflicts openly.
22. Works Cited
-Laporte, Nicole, et al. "REBOOTING YOUTUBE. (Cover Story)." Fast Company, no. 188, Sept. 2014, pp. 58-101.
EBSCOhost,proxy.binghamton.edu/login?url=http://search.ebscohost.com/login.aspx?direct=true&db=bsu&AN=97
270532&site=ehost-live.
-Belicove, Mikal E. "The Video Bull’s-Eye." Entrepreneur, vol. 42, no. 12, Dec. 2014, p. 60. EBSCOhost,
proxy.binghamton.edu/login?url=http://search.ebscohost.com/login.aspx?direct=true&db=bsu&AN=99129820&site
=ehost-live.
-Johnston, Kevin. “Objectives of YouTube Marketing.” Chron.com, 2018,
smallbusiness.chron.com/objectives-youtube-marketing-54459.html.
-Patel, Sujan. “6 Companies Killing It on Youtube.” Small Business Trends, Feb. 2015,
smallbiztrends.com/2015/02/successful-advertising-campaigns-youtube.html.
-GrowEpicBeta. “Youtube Marketing by Industry.” GrowEpic Beta, 2017, growepic.com/channel?channel=youtube.
-“How Your Business Can Avoid Pitfalls on YouTube.” Business Queensland, CorporateName=The State of Queensland; 1 Feb. 2018,
www.business.qld.gov.au/running-business/marketing-sales/marketing-promotion/online-
marketing/youtube/pitfalls.
-“The Risk and Rewards of Video Marketing on YouTube.” &THEN18, 7 July 2017,
andthen.thedma.org/news/the-risk-and-rewards-of-video-marketing-on-youtube/.
-“16 Pros and Cons of Youtube for Business.” BrandonGaille.com, 25 Aug. 2015,
brandongaille.com/16-pros-and-cons-of-youtube-for-business/.
“Video Monetization Criteria - YouTube Help.” Google, Google, support.google.com/youtube/answer/97527?hl=en.
Editor's Notes
CHRISTIAN
HALLE
What youtube is, how to use it/its founders
Demographics
Monetization strategy
Usefulness and Purpose of marketing
The benefits
Successes and failures
Risks
HALLE
How To Use: To use YouTube, you first visit www.youtube.com. Next, create an account if you would like to post your own videos -- if not, you don’t need an account to view others videos. You can use the search bar at the top to find specific videos, or you can browse the home page and recommended pages for some ideas of popular videos! The best way to become comfortable with YouTube is to play around and experiment.
When/Where It Was Founded: YouTube was created on February 14, 2005 by Jawed Karim, Steve Chen, Chad Hurley in San Mateo, California.
Number of Users: YouTube has 1.3 billion users as of 2018 with over 30 million visitors and 5 billion videos watched daily.
About Them: YouTube is a video-sharing site where users are able to upload their own videos, view videos posted by other users all across the world, and interact with the videos. Although it isn’t as “social” as other social media sites, it similar to them in that users can contact other consumers by adding them as friends or direct messaging them. The content on YouTube is very diverse; you can watch practically anything--from video blogs to music videos to lifestyle videos, etc.
HALLE
HALLE
JACKIE
User profile: Who primarily uses this social media site? Demographics? Why do users/subscribers use this tool? What do they expect from it?
“special appeal of the YouTube star and what their audiences love about them. They're extremely good at engaging directly with fans, particularly very young ones; and they're expert at marketing their content across social media.” “Which brings us to Google Preferred, another key piece of Wojcicki's strategy that she introduced during her April unveiling to advertisers. Preferred lets brands target the top 1% or 5% of YouTubecontent in 14 categories, such as beauty, food, and automotive, spotlighting more distinctive programming than the lower-brow comedy and video-gaming content that dominates the site's overall leaderboard. Advertisers who opt in are also guaranteed a minimum number of viewers in the same way that they are on TV, as well as data on effectiveness. "Brands want more control over where their ads appear," Wojcicki says. "We also have a 100% audience guarantee."’ “YouTube is the only social media platform that has paid creators”
JACKIE
-The updated rules state that in order for creators to be eligible for the Partner Program, a collective whose channels can be monetized through Google AdSense, they must have a total watch time of 4,000 hours in the past 12 months and a minimum of 1,000 subscribers.
-https://www.polygon.com/2018/1/16/16898506/youtube-creators-program-monetization-google-preferred-logan-paul
https://support.google.com/youtube/answer/97527?hl=en
How do the owners/developers of the tool make money? What does this mean for the user experience? You can search Business Source Complete or Google the tool and the words monetization or monetization strategy.
-https://www.polygon.com/2018/1/16/16898506/youtube-creators-program-monetization-google-preferred-logan-paulhttps://www.polygon.com/2018/1/16/16898506/youtube-creators-program-monetization-google-preferred-logan-paul
ALY
ALY
-Purpose: Embody the ideal lifestyle that your target customer would have after using your product or service. Company branding is a key in video content as another way to increase visibility. Potential for product to go viral, help to build trust by forming a relationship with potential customer
ALY
Show examples of successful/effective use of this tool and examples of company failures using this tool for marketing purposes. Which industries might benefit the most from using this social media tool? Which ones might not find it valuable?
ALY
Red Bull: Over 4 million subscribers, billion video views in 6 years, videos are of athletes, daredevils, and risk takers doing crazy things (building a wooden bike, racing a car on ice, climbing frozen Niagara Falls)
Ellen Show: Youtube channel segments what the Ellen Show does into Youtube videos daily and combines this with social media (ex: share a new youtube video on Twitter and gives brief overview of the show from that day)
Playstation: has around 3,500 videos about different games
Walmart: videos on recipes, price match testimonials, new product tutorials, and blogger partners
Ramit Sethi: blogger and author in the personal finance and entrepreneurship realm, videos on strategies that companies can learn
OLIVIA
OLIVIA
OLIVIA
OLIVIA
OLIVIA https://www.vidyard.com/blog/top-5-worst-brand-video-marketing-fails-past-year/
Kendall Jenner/Pepsi commercial:
Secret commercial: “trivializes women’s experiences, reinforces negative stereotypes about women in the workplace, subtly blames women for inequality, and takes advantage of a cultural climate increasingly concerned about women’s issues” https://thinkprogress.org/secret-deodorant-tried-and-failed-to-explain-the-wage-gap-d07f5c39e01d/
ALI
-Even if you’re embedding the video onto your site, the link to access YouTube’s site is literally just one click away.
-When some people see your brand on your website, then see YouTube’s branding, they’ll be confused by the dual branding. Sometimes it may be better to keep your videos hosted locally.
-The problem is that you have no control over what related videos are displayed on the right side of the screen when someone pulls up your video.
-Just because a video is entertaining doesn’t mean it will create a sale.
ALI
-There’s a good chance that if your competitor is using YouTube for business, they’ll be using the same tags you’re using. This means you’ll be giving your competition exposure when prospects access your video.
-YouTube isn’t just going to promote your videos on your behalf. You might need to pay for YouTube marketing on specific tags or launch a marketing campaign that links to your videos.
-Negative comments or reviews on a YouTube video can damage the online reputation of a business
CHRISTIAN - Companies must have high quality content and entertainment to present and represent their brand. Hire on professionals who have done entertainment marketing through the youtube platform.
