Published on March 12, 2014
YOUTUBE: THENEXTBIGTHING ISALREADYHERE RachelPeters NoahEchols 11ThingsYouneedToKnow
ABOUTUS A LITTLE ABOUT US Noah Echols Immersed in digital for over a decade, Noah charts paths for clients that lead to compelling digital experiences for consumers. Working across departments, he curates insights to create multi-channel strategies that meet client objectives and deliver value to the consumer. Rachel Peters Rachel enjoys all aspects of user experience, from interviewing customers to designing interactions to testing those designs. Before becoming an experience architect, she was a technical writer, creating help documentation, interface copy, training demos, and functional specifications. Associate Director of User Experience at IQ Agency Associate Director of Strategy at IQ Agency @nvechols @rachelhpeters
HERE’SWHATWE’LLCOVER Why YouTube Matters Before You Get Started What You Really Need to Know 1 2 3 5 Features to Guide Your Strategy4
Most brands have ignored YouTube while a few have embraced it as a powerful tool in their channel mix. Not only do you have an opportunity to get ahead of your competition, but there are several other reasons to take YouTube seriously:
WHYYOUTUBEMATTERS Remember when this happened? Everybody paid attention.
WHYYOUTUBEMATTERS What about this? Nobody paid attention.
5REASONSTOPAYATTENTION YouTube has 1 billion active users every month YouTube is the second largest search engine on the Web Visual content, especially video, has become the content type of choice among consumers The communities on YouTube are large, active, and passionate Most of your competitors are probably not using YouTube effectively 1 2 3 4 5
STILLNOTCONVINCED? ! • 100 hours of video are uploaded to YouTube every minute ! • According to Nielsen, YouTube reaches more US adults ages 18-34 than any cable network ! • 20% of global YouTube views came from mobile devices ! • Over 6 billion hours of video are watched each month on YouTube
These brands get it. Look at the small brands, they can compete with the big boys.
GETTINGSTARTED|GENERALTIPS To approach YouTube strategically, you have to change the way you think about it. It is not a video hosting site. It is not just a place to watch funny cat videos. It is an flourishing social networking site where users connect around shared passions. CHANGETHEWAY YOUDEFINEWHAT YOUTUBEIS
GETTINGSTARTED|GENERALTIPS Trolls are real and vicious, and they will show up in your video’s comment section. Don’t turn off the comments. Just ignore them and let other users take care of it. DON’TFEEDTHE TROLLS DON’TFEEDTHE TROLLS
GETTINGSTARTED|GENERALTIPS Google+ and YouTube overlap in a lot of ways, so treat YouTube like you would a blog post in terms of SEO. You will increase your brand’s authority and ultimately its page rank. BEONGOOGLE+ TOO BEONGOOGLE+ TOO
GETTINGSTARTED|GENERALTIPS Content posted to YouTube needs to be YouTube- centric, not just content that was created for other channels but uploaded to YouTube to check a box. POSTYOUTUBE- CENTRICCONTENT POSTYOUTUBE- CENTRICCONTENT
OK,HERE SWHATYOU NEEDTOKNOW
1.UNDERSTANDCONSUMERMINDSET Create content that meets consumers where they are in their journey. Brands that really get it, know what content consumers need to move them along their journey to purchase and then beyond purchase into advocacy. TRIGGER LOYALTYLOOP MOMENTOF PURCHASE PASSIVELOYAL ACTIVELOYAL PASSIVEEVALUATION ACTIVEEVALUATION
YouTube offers the opportunity for Paid, Owned, and Earned Media. While you should be posting unique content to your channel mostly, your strategy should included paid and earned media as well. Paid Earned Owned 2.WRITEAP.O.E.M
3.USEPREROLL…CAREFULLY Preroll interrupts the viewer and delays them getting to the content they want. With that said, it should be a part of your strategy – but you have an obligation to carefully consider how you use it. ! You will do more harm for your brand by annoying users with bad content if your pre- roll isn’t useful or entertaining.
4.LEVERAGEYOUTUBEINFLUENCERS Tap into communities that already exist by renting the legitimacy of influencers. YouTube recently launched the Video Creation Marketplace to connect video creators with brands. There are several other services though that do the same thing though, so find the right solution that allows you to connect with the right person.
5.THERE’SAPARTNERPROGRAM • Allows you to share in ad revenue ! • Partners can link to external websites in their video ! • Google is incentivizing brands to create great content
6.IT’SYOURCHANNEL Brand and organize your channel and it will be optimized across devices. YouTube One Channel allows you a lot of flexibility to organize your content creatively on your channel as well as link to your website, social accounts, and other/ partner channels. See the resources at the end for help with branding.
7.PLAYLISTSMAKEITEASY Think of YouTube playlists like Pinterest boards or mix tapes. Group content together by theme or topic to make it easy for users to find what they are looking for and to share a package of videos with others. You can also embed an entire playlist on your website.
8.JUMPLINKSENABLECHAPTERS Create chapters with links, allowing users to skip to relevant parts By adding a time code to the video url you can create a link to a certain point in the video. For brands this is most useful for chapterizing videos in the description or in the copy of a website where the video is embedded.
9.ANNOTATIONSENGAGE Entice viewers to engage further with the brand. Provide links to relevant videos or external content. Do not just add a link to the next video though. It should be relevant.
10.DESCRIPTIONSANDCLOSEDCAPTIONING • Only 160 characters of your video description will show in search results, so make sure the first few sentences of your video description are the most compelling. ! • Titles should entice users to click – think Upworthy, but a little more useful. ! • Uploading a closed captioning script allows more of your content to be indexed by Google.
11.METRICSTHATMATTER Views Demographics Playback location Devices Audience Retention Subscribers Likes/Dislikes Favorites Comments Sharing Annotations [Things you can measure
SOMEHELPFULRESOURCES YouTube Channel Art Guidelines https://support.google.com/youtube/answer/2972003?topic=16630&hl=en ! YouTube Creator Playbook http://www.youtube.com/yt/playbook/index.html ! YouTube Video Creation Marketplace https://videocreationmarketplace.appspot.com/ ! YouTube Trends Blog http://youtube-trends.blogspot.com/ ! YouTube Insights Study https://docs.google.com/vie wer?url=http://think.storage.googleapis.com/docs/youtube-insights-jan-2014_research-studies.pdf&chrome=true ! Effectiveness of YouTube Ads https://support.google.com/partners/answer/2770862?hl=en
WanttoKnowMoreAboutIQ? Contact Kevin Smith at 678-449-2014 or firstname.lastname@example.org ! www.iqagency.com
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