YouTube is the second largest search engine after Google, with over 1 billion users uploading over 300 hours of video per minute. While 85% of major brands use YouTube, brand posting has decreased 7% year-over-year. To effectively engage on YouTube, brands should post short, timely videos optimized with keywords and transcribed for searchability. They should promote videos across sites and measure engagement metrics like views, subscribers, and demographics to improve performance. Top brands on YouTube include Red Bull, PlayStation, GoPro, and Coca-Cola.

1. nick westergaard | branddrivendigital.com
social spotlight
youtubeGiving Your Brand a Personal Touch on the
World’s Second Largest Search Engine

2. a lot more than
Photo via Flickr user m01229

3. YouTube social spotlight
‣ By the Numbers
‣ How Brands Engage
‣ Things to Remember

4. By the Numbers
1

5. it’s a fact
YouTube is the second largest search engine (after Google!)

6. 1 billion+Youtube users
Source: Simply Measured

7. over 300hours of video are uploaded to
youtube every minute
Source: Simply Measured

8. every daypeople watch hundreds of millions of
youtube videos & generate billions of views
Source: Simply Measured

9. 50%year over year for three straight years
Source: Simply Measured
youtube “watchtime” has increased

10. reaches more18–34 & 18–49 year-olds than
any cable news network in the U.S.
Source: Simply Measured

11. It’s a huge music discovery service

12. especially 12–24

13. music discovery drives frequent use

14. How Brands Engage
2

15. 85%of interbrand 100 use Youtube
Source: Simply Measured

16. -7%monthly posting by brands is down 7%
Year on year
Source: Simply Measured

17. anatomy of a profile channel

19. epic contentmarketing tool
less a “social network” — more of an

26. forget about fancy tools
Photo via Flickr user allen

27. answering questions
is key
youtube tips:
Source: Likeable Social Media

28. short & sweetis best — aim for 30–90 seconds
youtube tips:
Source: Likeable Social Media

29. timely contentresonates best — remember youtube
for product launches, news
youtube tips:
Source: Simply Measured

30. optimizeyour video. remember, Youtube is owned by google.
Don’t forget the keywords.
youtube tips:
Source: Simply Measured

31. 10-15keywords in the tags section
of your video description
Source: Simply Measured
try inserting

32. use search infofor titling your videos — don’t just name it what you
think is clever
youtube tips:

33. transcribeyour videos. youtube and google love the extra,
searchable metadata
youtube tips:
Source: Simply Measured

34. viral videosare a myth — stop it already
youtube tips:

35. promoteyour video content for additional exposure
youtube tips:

36. types of ads
‣ Display ads
‣ Overlay ads
‣ Skippable video ads
‣ Non-skippable video ads — short and long
‣ Sponsored cards

37. types of ads

38. corporate culture
and product use
best uses for youtube:

39. Things to Remember
3

40. ‣ 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

41. ‣ Red Bull
‣ PlayStation
‣ GoPro
‣ Vat19
‣ Ubisoft
‣ Angry Birds
‣ Samsung Mobile
‣ LEGO
‣ Coca Cola
‣ TOBOTYOUNGTOYS
Top 10 Brands on Youtube
Source: Statista

42. don’t stop at youtube – also post on
‣ Vimeo
‣ Facebook
‣ Twitter, Vine, Instagram
‣ TubeMogul — syndicates video across sites

44. #UIMKTG
@nickwestergaard

45. nick@WESTERGAARD.COM
Slides at Slideshare.net/nickwestergaard
@NickWestergaard on Twitter, Instagram, and more