SlideShare a Scribd company logo
nick westergaard | branddrivendigital.com
social spotlight
youtubeGiving Your Brand a Personal Touch on the
World’s Second Largest Search Engine
a lot more than
Photo via Flickr user m01229
YouTube social spotlight
‣ By the Numbers
‣ How Brands Engage
‣ Things to Remember
By the Numbers
1
it’s a fact
YouTube is the second largest search engine (after Google!)
1 billion+Youtube users
Source: Simply Measured
over 300hours of video are uploaded to 

youtube every minute
Source: Simply Measured
every daypeople watch hundreds of millions of
youtube videos & generate billions of views
Source: Simply Measured
50%year over year for three straight years
Source: Simply Measured
youtube “watchtime” has increased
reaches more18–34 & 18–49 year-olds than 

any cable news network in the U.S.
Source: Simply Measured
It’s a huge music discovery service
especially 12–24
music discovery drives frequent use
How Brands Engage
2
85%of interbrand 100 use Youtube
Source: Simply Measured
-7%monthly posting by brands is down 7% 

Year on year
Source: Simply Measured
anatomy of a profile channel
epic contentmarketing tool
less a “social network” — more of an
forget about fancy tools
Photo via Flickr user allen
answering questions
is key
youtube tips:
Source: Likeable Social Media
short & sweetis best — aim for 30–90 seconds
youtube tips:
Source: Likeable Social Media
timely contentresonates best — remember youtube 

for product launches, news
youtube tips:
Source: Simply Measured
optimizeyour video. remember, Youtube is owned by google.
Don’t forget the keywords.
youtube tips:
Source: Simply Measured
10-15keywords in the tags section 

of your video description
Source: Simply Measured
try inserting
use search infofor titling your videos — don’t just name it what you
think is clever
youtube tips:
transcribeyour videos. youtube and google love the extra,
searchable metadata
youtube tips:
Source: Simply Measured
viral videosare a myth — stop it already
youtube tips:
promoteyour video content for additional exposure
youtube tips:
types of ads
‣ Display ads
‣ Overlay ads
‣ Skippable video ads
‣ Non-skippable video ads — short and long
‣ Sponsored cards
types of ads
corporate culture
and product use
best uses for youtube:
Things to Remember
3
‣ Total video views
‣ Total channel subscriptions
‣ Total likes
‣ Number of comments
‣ Number of responses
‣ Popularity of your videos compared to others
‣ Engagement by day/time
‣ Fan demographics
‣ Referring links on site
YouTube measurement
‣ Red Bull
‣ PlayStation
‣ GoPro
‣ Vat19
‣ Ubisoft
‣ Angry Birds
‣ Samsung Mobile
‣ LEGO
‣ Coca Cola
‣ TOBOTYOUNGTOYS
Top 10 Brands on Youtube
Source: Statista
don’t stop at youtube – also post on
‣ Vimeo
‣ Facebook
‣ Twitter, Vine, Instagram
‣ TubeMogul — syndicates video across sites
#UIMKTG
@nickwestergaard
nick@WESTERGAARD.COM
Slides at Slideshare.net/nickwestergaard
@NickWestergaard on Twitter, Instagram, and more

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