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Terms in this set (49)
Early PayPal employees founded YouTube
Beta was May 2005, six months before the official launch in November 2005. The site grew rapidly, and in July 2006 the company announced that more than 65,000 new videos were being uploaded every day, and that the site was receiving 100 million video views per day
In October 2006 (11 months after public launch of the site) Google bought YouTube for $1.65 Billion (with a B).
Captivate the Audience
Calls to Action
How to build a successful youtube channel
Gone are the days when YouTube was exclusively a place for one hit, viral videos. To build a successful channel on YouTube, you've got to have a long term plan - a viable programming strategy. This means creating a cohesive viewing experience across videos on your channel, where each video fits into the larger channel vision - deciding what type of content to produce, as well as when to publish.
Captivate the audience
Viewers decide whether they are going to keep watching your video within the first few seconds.
The video's content - "What am I watching?" - should be made perfectly clear in the first few moments to give viewers a reason to stick around.
The right length for a video on YouTube is exactly as long as the content remains compelling to its audience.
Having a beginning, middle, and end is fundamental to video structure.
Calls to Action should be...
minimal and simple. Too many prompts can cause confusion. The goal is to make it as easy as possible for viewers to perform an action.
Calls to action
Subscribe to the channel
More videos every week
Watch another video
View a playlist
Continue to the next episode
Asking viewers to Like, Favorite or Share helps content appear more places across the site
It is against Ts&Cs of YouTube to...
incentivize clicks on video or features (give-aways or prizes)
'Feed' your channel's feed!
Like, favorite, comment
The same ideas that drive television viewership are applicable to the web
Regular release schedules
It's important to 'react' to trending topics with...
relevant content when it makes sense for your audience.
You can create playlists using your own content, other channels' videos, or a combination of both.
Playlists should be an essential part of your channel strategy to increase watch-time and develop a programmed experience
Featured on your channel
Linked-to via annotations
Appear in search results and suggested videos.
In and out points
For videos added to playlists, you can create 'in & out points' to allow a more seamless viewing experience. For example, use these to skip lengthy intros, credits, or annotated end-cards in a video. Use the playlist 'start and end time' feature under 'edit playlist.'
Tent Pole Programming
Tent-pole events are the cultural events that promotion, sponsors/advertisers, and viewing trends orbit around throughout the year.
Ex: Discovery channel has Shark Week every year,
Scary movies get released near Halloween,
Talk shows have relationship experts on the week before Valentine's Day
Tent Pole prebuzz
Release tent-pole related content at least several days prior to the event. The weeks leading up to an event, 'the pre-buzz,' is just as important as the date of the actual event, maybe even more important
Just as you produce videos that you hope will retain viewers' interest for the duration, you will also want to create an experience that drives viewers' completion of a video to their watching more content from your channel
can be set to appear for the entire video, at the end of the video, or at specific time codes. You can also set the duration for how long the image will appear in the video
Track viewership and other metrics affected by these new features. Make sure your timing and placements are not negatively affecting watch-time, retention, viewership, or other important metrics.
Ensure your videos reach the widest possible audience.
Reaching All Audiences
Metadata is the information that surrounds your video: Title, Tags, and Description
YouTube is the world's 2nd largest search engine
Metadata informs the YouTube algorithm of a video's content, indexing it for search, promotion, related videos, and ad-serving.
Provides viewers context for a video before, during, and after they watch.
Use keyword-generating tools to help you find relevant and compelling keywords for your metadata.
Optimization tips - metadata
Only add tags to the tag section of your metadata. Adding additional tags to the description of your video constitutes spam and may result in the removal of your video, demotion in search, or account termination.
Thumbnails, along with your video title, act as mini marketing posters for your content
Clear, in-focus, hi-resolution (640px x 360px min., 16:9 aspect ratio)
Close-ups of faces
Visually compelling imagery
Well-framed, good composition
Foreground stands out from background
Looks great at both small and large sizes.
Accurately represents the content.
'Channel Page' Placements
Playlists show in the right column and on the videos tab.
'Featured Tab' thumbnails are much larger than elsewhere on site
The Guide, Feed & Subscriptions
Channel avatar is prominent, video thumbnail, playlist thumbnails, title, and limited first line(s) of description in feed
Thumbnail, first 60 characters of title, and ~140 characters from first lines of description
Primarily thumbnail-driven. Short title
Annotations are text overlays that you can place on YouTube videos.
Functions of annotations
Act as a subscribe button within the video
Make areas of your video clickable and interactive
Encourage community activity such as 'liking' the video or soliciting viewer comments
Creative uses include placing hidden 'easter eggs' or interactive games in your videos
When setting up and optimizing your channel page, you should be thinking about visual branding, channel metadata, and channel organization
Templates, modules, and layouts
Each channel template highlights different types of content.
Overview - highlights sets of content with shelves. Shelves are used to help you organize content - by "Popular Uploads," "Recent Uploads," or "Likes" - on your channel.
Blogger - focuses on recent uploads or a featured playlist. This is best for creators who upload one type of serial content or want viewers to find most recent content first.
Choose the right template for your channel to create the best experience for your content and schedule.
YouTube Analytics is a robust tool that provides informative data and insights about your content, your audience, and your programming.
Demographics and Geographics
Optimize for international audiences by identifying the countries where your content is popular
Identify and analyze your most viewed days, weeks, and individual videos to understand why they were so successful.
Examine the dates or videos where there was a high gain or loss of subscribers to learn more about what resonates with your audience.
Watch-time or Time Watched
Provides viewer watch-time on your channel and on a per video level.
Understand how viewers discover your content at a channel and per-video level.
Assess the click-through-rate (CTR) at the channel-level to understand the overall effectiveness of your strategy.
YouTube has the most...
content and the most viewers of any video host on the Web
70% of YouTube traffic comes from
outside the US
Vimeo is better for reaching a...
Founded June, 2012
Sold to Twitter October, 2012
Official launch January, 2013
Vine for Business
Visual content significantly boosts content marketing success
Video is projected to account for 69% of all consumer internet traffic by 2017
Information can be communicated faster in video
People are more likely to share video content
The barrier for entry is much lower than it once was
No longer need an expensive video shoot
6 second limit keeps costs low
Brand Vines are shared four-times more than any other online videos
Five Tweets per second contain a Vine link.
B:B Social Platform
Personal Networking Platform
LinkedIn Page Strategy
Attract followers and leverage status updates
Write company and product or service descriptions with SEO in mind
Add a link to the landing page or embed a video.
LinkedIn for Small Business
Grow your community of followers
Convert current customers to followers
Participate in Groups
Create your content stream
Mix content formats
Encourage followers to engage
Dive into comments
LinkedIn for professionals
A brand is a promise of an experience
A personal brand is a reputation
Why use LinkedIn
Showcase your experience
Previous held positions
Build your brand
Stay connected to your contacts
Allow people to find you
LinkedIn is SEO/Keyword Driven
Add Keywords to
Current work experience description
Past work experience description
Specialties (Indexed by Google)
Make as much information public as possible
There is no SEO without a public profile
Complete your profile
Headline: Appears in LinkedIn Search Results
Summary, specialty, skills, experience, education, etc.
LinkedIn Engagement Plan
Interact with your homepage feed
Add new contacts
Update your profile
Contribute to a couple of Groups
Reach out to old contacts
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