Looking at Youtube as a social media platform.

1. Prepared by:
Yuliya Antimirova
Shweta Bhat
Abhinav Mahajan
05.02.2018
Social Platform Analysis
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2. Why is YouTube a lucrative business platform? YouTube creates a unique value
proposition to integrate, to engage and to be recognized.
Compensation for creators
YouTube is the only
platform that provides
compensation to the
creators as compared to
the other platforms like
Facebook or Instagram
which use third parties
Recognition
There are 3 awards: a Silver
Play Button (100,000
Subscribers), a Gold Play
Button (1 million
Subscribers), and a Diamond
Play Button (10 million
Subscribers)
Social media integration
YouTube allows content creators to
integrate their channel links on
other platforms to boost their
views
Source : Shane, Dakota. “5 Reasons Why YouTube May Be Social Media's Greatest Success Story.” Social Media Explorer, 22 Feb. 2017,
socialmediaexplorer.com/content-sections/cases-and-causes/5-reasons-youtube-may-social-medias-greatest-success-story
Image Source: Five Things You Didn't Know About Digital Ad History.” Think with Google, Google, www.thinkwithgoogle.com/intl/en-cee/insights-
trends/industry-perspectives/five-things-you-didnt-know-about-digital-ad-history

3. Demographic Breakdown of YouTube users in Canada
96%
80%
50%
21%
Younger
Canadians
Gen x
Baby
boomers
70+
Age division of YouTube Consumers
70%
15% 12%
3%
0%
20%
40%
60%
80%
You Tube Vimeo Vivo Others
Video channels watched by Canadians
48%32%
14% Single Device
2 Devices
3 Devices
Device usage patterns of Canadians
 YouTube is the most used video channel
Canadians of all age group use Video
streaming
Canadians use multiple devices to access
YouTube
Source : Powell , Chris. “Nearly 70% of Canadians watch YouTube monthly (Report).” Marketing Magazine
Nearly 70 of Canadians watch YouTube monthly Report Comments, 11 Nov. 2015,
marketingmag.ca/media/nearly-70-of-canadians-watch-youtube-monthly-report-161240/.
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4. The key reasons to use YouTube for the business objectives are creation of a strong
emotional connection through videos with the customer and building brand
personality.
Capturing attention and
generate engagement
Leveraging events
and promotions
World wide
accessibility
Social Media marketing
Integration
Product
demonstration
Building brand
personality
Building a strong
emotional connection
with the customer
through the video tool Community creation
Wide choice of tools to
attract customer
attention in videos
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5. The best time and day for the YouTube channel activity are based on the lifestyle of the
audience. The days with the highest viewership are Sunday and Saturday, while the most
busy season is Winter.
Monday 2 pm – 4 pm
Tuesday 2 pm – 4 pm
Wednesday 2 pm – 4 pm
Thursday 12 pm – 3 pm
Friday 12 pm – 3 pm
Saturday 9 am – 11 am
Sunday 9 am – 11 am
 YouTube viewership is the highest in winter months from October to
February with a decrease in March.
 Overall viewership on YouTube dips in May and September when the
majority of YouTube’s users, which are in large part school age people
and young adults, are either finishing or starting school, sports seasons,
vacations and/or doing lots of outdoor activities that tale more free time.
5Source: Best days and times to post on YouTube. Matt Gielen. 2015. http://www.tubefilter.com/2015/01/12/best-days-times-
to-post-youtube-videos-yearly-calendar/

6. Metrics used to analyse YouTube channel
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Real Time Report: It provides estimated views in
the last 48 and 60 hours to measure spikes, if any
Traffic Sources: It shows various sources and
amount of traffic from each source
Demographics: It showcases the age group and
where the content is geographically more relevant &
popular
Playback Locations: It presents total views based on
location where the video was played
Subscriber rate: It provides the number of
subscribers that were gained or lost based on
each video
Number of Shares: It displays on which platform the
video was shared and the number of times it was
shared
Watch Time: Measuring views along with the
total time spend on the content is crucial
Source : Hayes, Mark. “YouTube Analytics: 10 Key Metrics to Track and Improve Video Performance – Shopify.” Shopify's Ecommerce Blog -
Ecommerce News, Online Store Tips & More, Shopify, 10 Jan. 2018, www.shopify.ca/blog/6763696-youtube-analytics-10-ways-to-track-video-
performance.
Average view duration : It shows an average time to
customer spent on the specific page (video)
Drop-off Point: tells when people stopped
watching the video and clicked away.
Likes/Dislikes: provides a customer
attitudes/opinion on the video
Subscribers Lost: the number of times that users
unsubscribed from a channel.
Videos Added To/Deleted from Playlists: The number
of times that videos were added to or deleted from
any YouTube playlists.
Uniques :The number of unique viewers that
watched a video.

7. YouTube Analytics Service
YouTube has a analytics service which provides detailed insights regarding your channel about
your viewers(geographic, time-related, content specific) as well Earnings, Traffic Sources &
Audience Engagement
The most popular reports are:
Engagement reports: Lets users see viewers, subscribers, likes, dislikes, comments and sharing which
in turn helps understand and target users. It also helps you track from where your users accessed your
video(Social Media, YouTube search bar)
•Earnings report: It is an inclusive report containing total views and earnings for your channel, the
most profitable ad formats. This graph provides details like the moments on the video where was fast
forwarded or rewind, the moment where your audience stopped watching the video
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Source :“YouTube Analytics basics - YouTube Help.” Google, Google, support.google.com/youtube/answer/1714323?hl=en&ref_topic=3025741
Image Source: Haran, Raghav. “YouTube Analytics 101: The Complete Guide To Getting Started.” Single Grain, 5 Dec. 2017, www.singlegrain.com/blog-
posts/analytics/complete-guide-to-youtube-analytics

8. YouTube is a powerful tool in both B2C and B2B models. However, it can bring a
more beneficial effect to the B2C organizations
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Benefits to B2B Benefits to B2C
YouTube Massive Audience YouTube Massive Audience
Use it to re-purpose content Use it to re-purpose content
Grow your audience internationally Grow your audience internationally
Higher visibility on Google Higher visibility on Google
Make money with Ad-Sense Possibility of content going viral
Social Media Integration for content
Access to a wider breadth of
audience
Source: GREEN, BEN . “3 Differences Between B2C and B2B Social Media Marketing.” The Oktopost Blog, 11 Dec. 2017,
www.oktopost.com/blog/differences-b2c-and-b2b-social-media-marketing/.

9. Successful YouTube brands’ strategies
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10. Expected costs for organizational purposes and the link to create a business channel
on YouTube
 Opening and verifying an account on YouTube does not incur any costs but
there are additional costs involved with regards to advertising and promotion
of the content
 Another aspect of the cost structure is how and where the ad is being
displayed: Display ads, Overlay ads, Skippable video ads, Non-skippable video
ads, Bumper Ads, Sponsored cards.
 The link below helps you get start your YouTube Channel
https://sproutsocial.com/insights/how-to-create-youtube-account/
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Source: McLeod, Betsy. “How Much Does YouTube Advertising Cost?” Blue Corona, 15 Sept. 2017, www.bluecorona.com/blog/how-
much-does-it-cost-to-advertise-youtube.
Source: “How Much do YouTubers Make?” Penna Powers, 19 Mar. 2015, www.pennapowers.com/how-much-do-youtubers-make
The nature of the cost Cost
Advertising $0.10 to $0.30/Ad
Salary Approx. $18/CPM
Sponsorships $30-$80/CPM