YouTube Digital Marketing Background & Strategy
- 2. What is it? ● Market-dominant video sharing website, on which users can view, upload and share videos
- 3. Size of Audience: ● 800 million unique users per month ● More than 100 million social actions (shares, likes/dislikes, comments) per week ● Users in 43 countries, across 60 languages more than 1/10 of world's population
- 4. Demographics *US demographics gender age race income education
- 5. Digital Behavior Segmentation Efficiency Experts: "sees the adoption of digital devices and services as a way to make life easier;" 41% of global sample Content Kings: "includes dedicated gamers, newshounds, movie buffs, music lovers and TV fans;" 9% of global sample Social Butterflies: "these consumers cannot imagine not being able to instantly access any of their friends;" 15% of global sample Connected Maestros: "combines the behaviors common to Content Kings and Social Butterflies with even more sophisticated behaviors;" 35% of global sample
- 6. Digital Consumption ● Over 4 billion hours of video are watched each month on YouTube ● 72 hours of video are uploaded to YouTube every minute ● Average YouTube user spends 900 seconds per day ● 2 billion views per day ● Millions of videos are favorited every day ● Millions of subscriptions happen each day. Subscriptions allow you to connect with someone you're interested in — whether it's a friend, or the NBA — and keep up on their activity on the site ● There are 500 tweets per minute containing a YouTube link, over 700 YouTube videos are shared on Twitter each minute ● 500 years of YouTube video are watched every day on Facebook ● 100 million people take a social action on YouTube (likes, shares, comments, etc) every week ● More than 50% of videos on YouTube have been rated or include comments from the community
- 8. Gen V age 18-34 age 18-49 ● 1 in 3 visit Youtube multiple times per ● Early adopters of technology day ● 1/2 shared online content in the past ● 1 in 5 visit Youtube on mobile daily week ● Almost twice as likely as P18+ to ● Share and receive video regularly share and receive videos regularly with their network but not as much as with their networks males 18-34 segment ● Half subscribe to specific Youtube ● 40% subscribe to specific Youtube channels or content creators channels or content creators ● 2/3 use Youtube monthly ● 25% actively seek out videos related ● 3 in 4 Smartphone owners use the to their particular interests and app monthly passions ● Early adopters of technology ● They have radically shifted their media habits to accommodate new devices and platforms that fit into their lifestyle
- 9. YouTube Metrics A few key metrics: ● Uploaded Video Views ● Subscribers ● Total Time Viewed ● Total Like / Dislike Ratio and growth ● Channel Engagement Rate ● Channel View Rate ● Number of Videos YouTube has two main reporting features: 1. Engagement Reports 2. Views Reports
- 10. Engagement Reports ● Subscribers: ○ Are more engaged with your conent and watch videos on a consistent basis ● Likes & Dislikes ● Favorites ● Comments ● Sharing: ○ How many times video has been shared through "share" button ● Call-to-Action: ○ An overlay to share more information about the content of your video
- 11. Views Reports ● Views ○ Number of views, monetizable views, and estimated minutes watched ● Demographics ○ Gender, geographic, and date range break down ● Playback Locations ○ Reveals the page, site, or device video was viewed ● Traffic Sources ○ Reveals how user found your content ● Audience Retention ○ Absolute audience retention ■ Shows the views of every moment of a video ○ Relative audience renetion ■ How well you retained viewers during playback
- 12. How To Use These Metrics Measure view count over time
- 13. How To Use These Metrics Check ratings to see what resonates with your audience ● Compare likes, dislikes, comments and favorites of video from publication up until present day ● Use this information to determine what video content your audience likes and what content they don’t like ● This will help determine what kinds of content to produce in the future
- 14. How To Use These Metrics Research significant discovery events ● Gives you actionable insights into which marketing channels drive traffic to your videos over others and allows you to focus your efforts ● Excludes less significant sources of traffic ● Take note of the websites that embed your YouTube videos
- 15. How To Use These Metrics Analyze your audience demographics ● Segment your audience based on the content of your video ● Make better informed decisions for future content creation and marketing strategies.
- 16. How To Use These Metrics Monitor viewer drop-off ● Understand where your viewers stopped watching your video ● Discover weaknesses in your video content and help you prevent the same issues in the future ○ Was the video too long? ○ Was the conent not relevant? ○ Is the video boring? ● Make note of any surprising places where viewers simply stop watching your content
- 17. How To Use These Metrics Track traffic sources ● YouTube Referrals ○ See the title of each video that drove traffic to the video you’re currently analyzing ● Determine whether traffic from YouTube search or YouTube suggested videos is more important to your video promotion strategy
- 18. How To Use These Metrics Take note of sharing statistics ● Social media sharing is key to "going viral" ● Figure out why certain videos are more popular than others ● Add social media calls to action in your videos to encourage sharing ● Use YouTube annotations to drive viewers to perform a particular action
- 19. How To Use These Metrics Encourage subscriber engagement ● Monitor the growth of your subscriber base to understand the overall reach of your YouTube content ● Use the subscriber report to get a better sense of the subscribers you lost or gained on a video-by-video basis ● Use this report to test the use of annotations to see if your channel’s subscriber rate rose or fell as a result
- 20. How Brands Use YouTube: Storytelling A powerful direct marketing tool: it's an opportunity for brands to speak directly with consumers. more as part of the marketing mix rather than a tactic in a vacuum. Secret to success: consistently and frequently publish refreshing content that has intrinsic value for audiences online. Source: http://mashable.com/2009/06/01/youtube-brands/
- 22. Brand Storytelling Google Chrome
- 23. Creative User Interaction tipp-ex