Learn How to Expand Your Brand into Video and Gain a Global Presence - Beth Le Manach

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2. • Similar to early days of cable.
• Background in television- Scripps Networks
• Launch of HGTV. “Will people really watch that?”
• Niche programming has become hyper-niche online
• National recognition vs. Global recognition.
• Network owns the content vs. Creator owns the content
• Global Scale + Shift in Power=
The Real Game Changer

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5. • 130+ videos across food and entertaining
• Upload 1 video per week
• 175K subscribers/ 500K views per month
• 85% female / 15% male
• 70% Millennial audience 18-35 (benefit of YouTube)
• 40% Mobile 40% on Desktop 20% on Tablet
• 50% US Audience / 50% International

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Fish where the fish are!
Biggest video platform on the planet
1 billion unique users per month, and growing!
It’s free. Anyone can have a channel.

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It’s transparent. Only social platform with a DISLIKE button
You always know where you stand with the audience
Second Largest Search Engine
How to paint a room, How to cut onion, etc
Highly-Engaged Audience
Fans will “show up” for you in ways you can’t imagine.

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• Have a “Value Proposition”
“Minimum effort, for maximum impact.”
• Be Yourself
It’s your competitive edge!
• One Talent/One Focus.
YouTube works best at the niche level.
• Talk “To” the Audience
Users want to have an “experience with you” on
YouTube, not watch you have an experience with
someone else.

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• Be consistent with uploads.
Pick a day and stick to it. Create “appointment”
viewing in an “On Demand” platform.
• Competing for Mindshare:
Most users subscribe to 80-200 channels
• Commit to 1 Video a Week
More important to be consistent. Algorithm favors
consistency
• Create an intro video.
“Movie trailer” to new subscribers. Sets expectations
for newcomers.

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• YouTube very forgiving of production quality.
Personality is more important.
• iPhone6 - a Canon 5D Mark III
• Canon Rebel cameras a great start! Invest in the
lenses.
• Use natural light. Looks better. Takes less skill
• Use an external microphone. Not the camera mic.
• Bad audio less forgiving than bad video

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• Use a camera with a flip monitor. Ability to
check your framing and composition while
filming.
• Store your media on an external drive.
Not on your computer.
• Learn a simple edit program. iMovie or Final
Cut X.
• Apple store great resource for editing classes.
Or Final Cut King.
• If “hiring out” hire a great shooter and learn to
edit yourself.

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• If “You Build it, They Won’t Just Come”.
• Blogs generate views, but hard to convert to
subscribers. Not their native platform.
• You are building a new audience on YouTube
• Be a “user” subscribe to 10 channels and learn the
platform. It will give you ideas.
• Collaborate with other YouTubers.
• Leverage your blog traffic or social accounts to appeal
to more established YouTubers.

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• Be consistent! Don’t confuse your audience.
• Embrace Google+. Join communities
associated with your vertical and share your
videos there.
• Take advantage of the native video player on
Facebook to reach more of your organic
audience.
• Create teaser videos or Behind-the-Scene
videos

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• Pre-Rolls/Overlays on videos. CPM based $2-$4.50
• Brand Deals with advertisers. Most lucrative. Video a
priority for most brands today.
• Affiliate Commissions through Amazon, and eBay
programs.
• Merchandise links (Totes/T-Shirts, Mugs)
• Fundraising through YouTube Tip Jar, Subbable and
Patreon
• “Off YouTube” content syndication.
YouTube a “Power Hub” for all your revenue streams

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• YouTube skews young. 13-34 key demo.
• This demo has grown up on YouTube.
• They are transitioning from girlhood to womanhood.
• Getting first apartments, getting married, starting families.
• New life changes require new role models.
• They are turning to the platform they’ve trusted for the last
10 years.
• Beauty tutorials and Outfits-of-The Day…. to How Do I Cut
an Onion or Paint a Bookcase.

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• It will challenge you in every way. Personally,
emotionally, and technically.
• There WILL BE TEARS. (happens to everybody!)
• You will want to give up. BUT DON’T!
• You will get better at it! It is a learned skill.
• You figured out Facebook, Twitter,
Instagram and Pinterest……Next Stop, YouTube!

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