2014 YouTube Bootcamp - How to Optimize Your YouTube Videos for Success
•
1 like•899 views
YouTube is a powerful tool to reach audiences online. But how do you make sure your videos are easily discoverable and searchable? Are your YouTube videos built for success? This short workshop, which was delivered at the 2014 eduWeb Conference in Baltimore, looks to help get your videos better prepared for finding, engaging and sustaining an audience.
Recommended
More Related Content
Similar to 2014 YouTube Bootcamp - How to Optimize Your YouTube Videos for Success
Similar to 2014 YouTube Bootcamp - How to Optimize Your YouTube Videos for Success (20)
Recently uploaded
Recently uploaded (20)
2014 YouTube Bootcamp - How to Optimize Your YouTube Videos for Success
- 1. YouTube Boot Camp @ChrisAnkney Social Media Specialist Ross School of Business University of Michigan #YouTubeEDU
- 3. Reaches more US adults ages 18-34 than any cable network 1 Billion unique visitors per month Millions of subscriptions every day 2nd largest search engine in the world Source: youtube.com/yt/press/statistics
- 4. 2013 TRU Youth Report 48% of teens listed YouTube as their favorite website 45.2% listed Facebook 19.5% listed Twitter 12.3% listed Tumblr Source: TheFutureCompany.com
- 5. 2014 Report from Forrester 83%of Millennials visit YouTube at least monthly. 85% visit Facebook 41% visit Twitter 27% visit Pinterest Source: Forrester - http://www.marketingpilgrim.com/2014/01/facebook-is-the- most-visited-social-network-twitter-and-google-tied-for-3rd.html
- 6. 2014 Voxburner Youth Tech Report 53%Of 16-24 year olds said they “loved” YouTube 33% loved Whatsapp 31% loved Skype 27% loved Facebook 24% loved Instagram Source: http://www.voxburner.com/publications/607- youthtech-new-research-on-young-people-and-technology
- 8. Discovery on YouTube Social discovery • Likes • Comments (Google+) • Shares • Subscribes Search discovery • Keywords • Watch length • Thumbnails
- 9. Verify your YouTube account Benefits of verification • Upload custom video thumbnails • Appeal Content ID disputes • Use external annotations • Upload content longer than 15 minutes • Use YouTube Live and Hangouts on Air • Access to info cards (coming soon) and apply to beta test new features
- 10. Verify your YouTube account How do you do that? Creator Studio > Channel > Status and Features > Verify Verification step two: Set associated web site Input phone number Receive code Type in code
- 11. Plan your content What makes “good” content? • Regularly scheduled • Recurring • Quick in length and pace • Scripted calls to action • Loose and personal tone • Fun to watch and educational
- 12. Plan your content What makes “good” content? • Regularly scheduled • Recurring
- 13. Plan your content What makes “good” content? • Quick in length and pace • Scripted calls to action
- 14. Take care of the details Titles • Incredibly important • Use Google AdWords Keyword Planner • Adwords.google.com/keywordplanner Thumbnails • Clear, in-focus, high-contrast, descriptive Descriptions • First three lines are the heart
- 15. Take care of the details Branded Bumpers • Help give videos and channel a polished, professional feel Annotations • Used on video end cards • Supplemented by “Info Cards” (coming soon) In-video programming • Promotes continued discovery
- 16. Take care of the details Closed Captioning • Update the auto-generated captions • Helps with search discovery • Just a darn nice thing to do
- 17. Future reading/learnings YouTube Creator Academy • Videos and lessons from popular YouTube personalities Youtube.com/yt/creators
- 18. Future reading/learnings Project Videmus • Library of academic literature surrounding Web video ProjectVidem.us
Editor's Notes
- Tumblr not listed
- YouTube was the highest for any social network on the report The most subscribed channels on YouTube have more subscribers than the population of some countries and their videos have more views than the total number of people who watched the last broadcast of the Oscars.
- YouTube was the highest for any social network on the report
- Alright - so the point is, there are a lot of young people on YouTube. But they’re not just going there to watch cat videos and mom’s trying to eat cinnamon or using it to finally figure out how to slice a pineapple? These young people on YouTube are also highly engaged young people. They feel passionate about the people and subjects their watching on the site. YouTube fans were responsible for Justin Bieber’s meteoric rise. (That is arguably a crime against humanity, but true none the less) Less mortifyingly - YouTube watchers have donated millions of dollars to entrepreneurs in Africa, hundreds of thousands of dollars each year to global non-profits, gotten a book to the #1 spot on the NYTimes best seller list before it’s been published, the #1 album on iTunes last week in some 20 countries hasn’t even been released yet, but it’s from a 19 year old australian with a YouTube channel.
- Ok - here’s a quick video that talks about the power the platform has - and then we’ll come back and give you guys some tips on how to harness that power for yourselves. Those, there’s a lot going on there, and you most likely didn’t understand all of it - but I show it to illustrate the fact that just this one single community has accomplished so much because they’ve been able to optimize the way they engage their audience. This workshop will dissect the strategies used by these brothers and others to build the types of influential audiences and give you some actionable tips for mimicking the most salient pieces of those strategies for your own marketing goals.
- Optimizing for YouTube is all about understanding the social constructs on the site - so we’re going to start with a YouTube 101. - Just like Facebook and Twitter and Tumblr and everything you’re familiar with, YouTube offers users the options to do mini micro engagements on videos that have ranging power. - Like - Comment (Google +) - Comments are linked with Google + which both doesn’t matter and matters a lot. Comments on videos result in the user sharing that video on their google + profile and vice versa - Now, that matters in helping your video with SEO, but it also has had an overall negative effect on the number of Comments YouTube receives - Sharing - Most important for video discovery because our friends are incredibly influential in telling us what to watch. - Subscribe - Most important for future audience relationship building. All future videos will show up in subscription feed and all of our activity will influence the types of content this person will be shown. - Subscribers watch more, and longer, than casual observers
- Content that is regularly scheduled helps sustain an audience and foster engagement by telling the viewer what they have to look forward to and to let them know that there is more where that came from. Thumbnails, titles and descriptions Branded bumpers http://youtu.be/yl-VxfjlCI0
- Content that is regularly scheduled helps sustain an audience and foster engagement by telling the viewer what they have to look forward to and to let them know that there is more where that came from. I recently scrubbed through some data collected by a YouTuber during his masters degree research at Columbia College. He has a spreadsheet that disects the three most recent videos (At the time of the study, which was around January) of the top 100-most subscribed to channels. Everything from “Does this video start with an intro sequence” to “How long is the video with out it’s branded elements.” One measure was “Cuts per minute”. In one minute, how many cuts are made in the editing room? The Average cuts per minute in the three most recent videos of the top 100 most-subscribed to channels was 12. That means, about every 5 seconds, there’s a new cut. And if you look at Words per minute spoken in these videos – the average is 160wpm. The average human conversation is about 110-150 wpm. So this is slightly faster than normal. Watch a video: We’re going to start a little bit into it because http://youtu.be/GZI_nGLpCMY?t=1m59s
- Titles: The Title of your video is incredibly important in 1) getting people to find your video using search; 2) getting people interested in watching your video once they find it. https://adwords.google.com/KeywordPlanner Thumbnails: - Next to the title, this is the most important part of your video branding. it is often the only thing a viewer will see before clicking through to watch your video. - sometimes these are viewed on 60-inch tvs, all the way down to itty-bitty thumbnails, so your thumbnails should be: - Clear, in-focus, close-up, high-contrast, descriptive, high-resolution, etc Descriptions: - Explain what audiences should expect if they were to watch your videos. - Top three lines repurposes across YouTube, searching engines and social sharing sites. - Use keywords and accurately and succinctly describe your video to viewers.
- Eduview? App that allows you to annotate youtube videos