How To Use YouTube
YouTube is a great marketing tool and can help build brand awareness in record time. In this short guide we look at ways
to utilise this fantastic resource to enhance your Video Marketing and Digital Marketing efforts.
YouTube is the perfect channel for this, as long as you get it right. The use of sound and images can create a much richer
user experience than text on a page, and is the ideal place to position your brand and its voice.
Building a strong brand involves targeting the right audience with the right voice, to create a sustainable and lasting
relationship. Your brand profile should enable anyone anywhere to quickly understand who you are, what you do, and
who you are targeting.
Your brand personality is the identity you use to engage your target audience and the ‘feel’ you give your company. For
example, the brand profile used by a pensions company is likely to be very different to that used by a surf shop.
Before you do anything else, formulate your strategy. That whole ‘fail to plan, plan
to fail’ thing applies here in truckloads.
• How many videos you wish to share each month
• How long each will take to film and edit
• How much they will cost to produce
• Who will be in your videos
• Who will shoot and edit them
• Who you are trying to reach
• What message you wish to send
• How you will measure your success
Users of YouTube
• The history of YouTube began on February 14, 2005.
• The website averaged nearly 20 million visitors per month, where
around 44% were female, 56% male, and the 12- to 17-year-old age
group was dominant.
• On December 21, 2012, Gangnam Style became the first YouTube
video to surpass one billion views.
• On March 21, 2013, the number of unique users visiting YouTube
every month reached 1 billion
• On a YouTube video page, ads can appear in two different forms
(videos or standard banners) in three different places. Video ads
(similar to TV commercials) will appear as “pre-roll” before the video
Nothing beats a creative
YouTube video to
audience. The exposure
that any company can get
on this site is
extraordinary. Over an
estimated 2 billion video
views are registered each
daily on the site. Each
minute, an estimated 35
plus hours of YouTube
videos are uploaded.
High Traffic Volumes
The estimated over 60
visitors each month
provides the best
opportunity for your
business message to reach
millions of people that all
have the potential of
customers. Not only does
YouTube provide a cost-
strategy, but its reach is
far more comprehensive
than regular television
and cable stations.
Search Engine Rankings
Search engine, Google owns
YouTube – and with good
reason. Google acquired the
social media giant as part of
its overwhelming influential
search and social media
online presence. Used
together, it is one of the
most expansive and
powerful of all the social
media marketing strategies.
This is because YouTube
videos are ranked high on
Google’s search pages
YouTube Videos provide
access to other social
media advantages such as
easily embedding them on
other websites and
webpages, as viewers
share favourite videos
with friends, co-workers
and family. The people
that received passed on
YouTube videos in turn
share with others,
creating a massive viral
Multiple Video Marketing Channels
Creating and posting a
YouTube video is a powerful
asset to any online marketing
strategy. The mass appeal of
this social medium alone
makes it the perfect ground
for staging a product or
service. Any business could
receive a boost this way to get
it off the ground and rapidly
enhance a website presence.
This benefit of using YouTube
in video marketing efforts is
undeniably successful in this
Video continues to become an important part of a well-rounded online strategy. As
advertiser demand skyrockets and the means of consuming online content continues to
evolve, more and more sites are starting to regularly produce video. While video
monetization is still a relatively novel concept, the amount being spent is growing rapidly
and there are a number of success stories already.
To put the video advertising industry in perspective, here are a few stats:
Estimated gross ad revenue for YouTube in 2013 was $5.6 billion, with about $2 billion in
1. 86% of brands plan to increase video ad spends in 2014.
2. YouTube had almost 158 million unique viewers in January 2014.
3. Americans viewed almost 27 billion video ads in January 2014, with time spent watching
video ads equal to about 10 billion minutes.
Monetizing YouTube videos is actually
very straightforward, primarily because
the options for doing so are very limited
(for now at least). YouTube content
creators really have no choice but to
monetize through the YouTube Partner
Program, which is essentially Google
AdSense for video content.
For now, YouTube content creators
channels don’t have the option to sell their
own video ads on their videos. As we’ll
discuss more below, there is really only one
decision to make: whether or not you want
to allow specific types of ads to appear in
your videos. From there, the strategy for
increasing revenue becomes pretty simple:
get more views of your videos.
The YouTube dashboard features an Analytics section that will summarize your earnings. Again,
monetized YouTube accounts must be associated with an AdSense account in order to receive
payment. All earnings are remitted through Google AdSense.
From there, you’ll have to agree to some terms of service and
then will be given the option to select which type of ad formats
will appear within your videos:
There are really only two factors that impact earnings from YouTube videos: the number of views your videos get and the
cost per click associated with the ads shown.
Unfortunately, YouTube monetization is unique in that there are very few choices publishers can make and no real room
for optimization. This differs quite a bit from AdSense (or other ad networks) where publishers can customize every aspect
of the ad experience by choosing ad sizes, styles, and positioning within a page.
With YouTube, there are no real opportunities to monetize more efficiently. Users can opt to allow TrueView in-stream
ads, but beyond that the monetization aspect is largely out of your hands.
In theory, you can figure out which niches offer the most attractive payouts using the AdWords tool’s CPC estimate as a
proxy for earnings potential. For example, we see that the search term “New York hotels”:
For the time being, YouTube monetization is a very simple equation. Making enough money to support yourself from
YouTube videos, quite simply, requires a huge number of video views. The first few dollars of revenue generally come
quite easily; set up is minimal, and there are only a few steps required to get up and running. But cashing a big paycheck
from YouTube requires considerable time, effort, talent, and a bit of luck.
More reasons why YouTube ads work
Only pay when people watch
With video ads you pay only
when someone chooses to watch
your ad, so you don't waste
money advertising to people who
aren't interested in your business.
Reach your ideal
Zero in on the right people
based on who they are, where
they're located, and what
they're interested in–for
example, men aged 18-34 in
Boston or women who enjoy
Show up across devices
Your customers are on the go.
Whether they're on a
smartphone, tablet or
computer your video ads can
reach them. 25% of all
YouTube views happen from
a mobile device.
See what's working
YouTube's free Analytics tool
helps you understand who's
watching your ads and how
they're interacting with them.
Build a following
Your ads can drive video
shares, new channel
subscriptions and create
communicate with your
• Zagg sees 65-75% increase in
conversions with targeted video
• Revzilla triples their YouTube
subscriber base in just a few
• ShoppersChoice gets 5,000+
video views per day with
• ModCloth helps drive 4,000
subscribers and 1M views using
• Richard Petty Driving
Experience increases fan
• Rokenbok generates 50% of its
customers from YouTube.
Inherent Risks of Running a Marketing Campaign in
• A Security Breach
• Offending Your Audience
• Sticky-Fingered Competition
• Legal Implications
• A Public Relations Crisis
It was a great year for
Unless you were Subway, in
which case you told women
to eat right so they'd
be sexier in their sexy
Halloween costumes. The
ad was pulled from
Life Alert's old "I've fallen
and I can't get up!" ads
were cheesy. This one
weird—showing an old
lady screaming in a heap at
the bottom of a flight of
stairs. It mostly prompted a
lot of screaming by visitors
to the brand's YouTube
: Presented By :
Kanithra Krishnan & Sophia Varsha