This document discusses the rise of social media platforms for sharing videos like YouTube. It notes that YouTube had its first video uploaded in 2005 and by 2010 was hosting 13 million hours of videos uploaded per year. The document then covers best practices for creating successful video content for YouTube, such as focusing on authenticity, entertainment, intimacy, and unusual angles. It also provides data on viewer drop off rates over the first two minutes of watch time. Finally, it discusses monetization strategies like YouTube's Partner Program and shares an example of a successful YouTube cooking channel.

1. Justin Ernst
COMM 5007 Current Issues in
Social Media

2. Social Media
Idea oriented
Cost have decreased
• Recording Equipment
• Editing Software

3. Comments
 Keywords
 Rankings
Viral
Promotion
 “How to”

5. Break
Dailymotion
vidiLife

6.  First YouTube video upload April 2005
 In 2010, 13 million hours uploaded
 35 hours of video uploaded every minute
 78.5 of total video share market
 Adapted to social media feel Oct. 2005
 Ad dependent
 Content Partners Program

7. Viewer Engagement
Large Audiences
Showcasing the Product

8. Creates strong connection
Video stimuli is more appealing
50%-80% of meaning is conveyed through
body language

9. More people are watching television than
reading
 Internet is widely available
All ages can connect

10. Viewers can easily find new products
Can teach consumers how to use products
Offers vehicle for reviews through
comments

11. Creating a video is easy, creating an
appealing one isn’t
Paul Gillin
• AEIOU Rule
 Authentic
 Entertaining
 Intimate
 Offbeat and Unusual

12.  Authentic
• Real people in real locations
• Homemade feel
• High production may lead to distrust
 Entertaining
• People enjoy fun content
• Entertainment will carry product
 Intimate
• Humans interested in peers’ stories
• Voyeuristic
 Offbeat and Unusual
• “Old Spice Guy” (Isaiah Mustafa)
• Distinct and memorable
• Challenge a taboo

13. How many people have left after..
• The first ten seconds?
• The first thirty seconds?
• The first minute?
• The second minute?

14. By the ten second mark of a video,
• 10.39% of viewers have left
By the thirty second mark of a video,
• 33.84% of viewers have left
By the first minute mark of a video,
• 53.56% of viewers have left
By the second minute mark of a video,
• 76.29% of viewers have left
According to video distribution service, TubeMogul

15.  Primary Sharing
• Initial source of shared video
• Usually done by video creator
 Secondary Sharing
• Super Bowl Doritos commercials
• Early viewers share content
 Friends, fans, customers
Tertiary Sharing
• Spread by people with no connection to original video
creator
• Content that is sharable through many platforms

16. YouTube Partner Program
• Focus on content first
 Constant theme
 Established audience base
• Promote the channel
 Blog post
 Merchandise
• Update frequently
 Numerous videos means more clicks
 Keeps viewers coming back
• Keep up with analytics
 Know your demographics

17. YouTube cooking channel
YouTube Channel started in Sept. 2010
6,617,414 subscribers
750,830,440 views
Recently landed own TV show on FYI

18. Will online videos become the dominant
form of advertising and marketing over
television? Why or why not?
What are the pros and cons of allowing
viewers to skip commercials after a few
seconds?