One reason is that it caters to a narrow audience of young viewers. Music videos are its most popular content. YouTube’s stars remain relatively unknown. Felix “PewDiePie” Kjellberg is the biggest star, with 35 million subscribers to his wacky videogame montages. Even Ms. Wojcicki hadn’t heard of him before joining YouTube, she told a conference last fall.
Advertisers only pay when someone clicks an ad or watches for 30 seconds. This is why you can’t tie your channel views to dollars. If your video gets ten million views but nobody watches or click the ads, you don’t make any money. This is how I’m able to make $1 per 25 views. Advertisers pay big money to get their ad in front of specific and targeted audience.
The first is that viewer attention spans- and loyalty- are a bitch. I’m even lumping in my own impatience online here; as a user, if I click to watch a tutorial, an ad pops up, and I see a similar tutorial in the “You May Also Like This” feed, I’ll give that one a shot instead. I’m not kidding. I’ve done this twice today. You don’t want to do anything that will cause viewers to lose interest in your video, or worse, to click to a competitor’s video instead.
The online-video unit posted revenue of about $4 billion in 2014, up from $3 billion a year earlier, according to two people familiar with its financials, as advertiser-friendly moves enticed some big brands to spend more. But while YouTube accounted for about 6% of Google’s overall sales last year, it didn’t contribute to earnings. After paying for content, and the equipment to deliver speedy videos, YouTube’s bottom line is “roughly break-even,” according to a person with knowledge of the figure.
“Your channel trailer video is prime real estate – and one of the most important ways to hook non-subscribers. It’s important to remember your channel trailer will ONLY be seen by people who are NEW to your channel. In other words, you should speak directly to new visitors.” – Noah Kagan, How to Get 100,000 YouTube Subscribers by 2018, OkDork; Twitter: @noahkagan
YouTube uses a cost per view (CPV) model, which means you only pay when someone engages with your video ad. If your ad is skipped, you aren’t charged for that view. The exact cost per click varies varies on keyword competitiveness but on average it’s around $0.06. Once you set your daily campaign budget, YouTube will display your ad until the daily budget is spent.
When a video goes viral, YouTube is typically the driving force. As of 2011, YouTube is the third-ranked website globally, with hundreds of millions of users. While you might be using YouTube only to look up video of cute cats and funny pranks, other users actually generate a profit stream ranging from pocket money to money in the bank using their personal YouTube channels and the videos they create. If you want in on the YouTube gravy train, the first thing you should know is that it's not as easy as it may look.
Alternatively, you can partner with an existing merchandising network for creators such as DFTBA (Don’t Forget to Be Awesome). However, you'll be competing with other YouTubers in a marketplace and have less control over adding products, offering discounts, integrating your content, and all the advantages that come with owning your own ecommerce site.
13. Build traffic to your site. “Add links to your Social Media profiles and websites into your description area of your video. This will help people find you no matter how many views your video gets. Let them know how they can see similar videos of interest from you.” – Chris N. West, These 17 Marketing Tips Will Get You the Best Results from YouTube, ChrisNWest.com; Twitter: @ChrisNWest
“It is worth noting that millennials are generally more entrepreneurial, with 72% of high-school students saying that they would like to own their own businesses and 76% saying they hope to turn their hobbies into full-time jobs, according to data published by Mashable. You can use this information to develop and deploy marketing campaigns that appeal to the entrepreneurial spirit exhibited by millennials.” – Irfan Ahmad, 7 YouTube Marketing Tips for Reaching More Millennial Consumers, Social Media Week; Twitter: @socialmediaweek
Some investors and others have renewed calls for more transparency from YouTube in light of accounting rules and recent questions raised by the Securities and Exchange Commission about its disclosures. They say YouTube has become a material part of Alphabet’s business and an important driver of its growth, warranting quarterly disclosure of its revenue, costs and profitability. Some investors are also arguing that the lack of disclosure around YouTube could potentially be undervaluing Alphabet.
Brooke was exceptional to work with. She presented the material in an extremely organized and well documented manner. We were looking for a roadmap to help us navigate our way through Youtube, and Brooke gave us that and so much more. Because of her research and thorough understanding of our needs, we walked away with an invaluable resource. KNOWLEDGE! I'd highly recommend her to anybody!
As the world’s second largest search engine, YouTube allows your videos to be seen through organic search or paid advertising. Video is a great way to humanize your brand by showcasing real employees, customers, or partners. It also allows you to build credibility by publishing informational content that helps your target buyer. Promoting your videos through paid advertising versus organic search can impact the type of video you should create. If you’re planning to increase awareness organically, consider filming the history of your company, customer reviews, or product tutorials.
YouTube is pulling in plenty of dollars – 4 billion of them in 2014, up by a billion on 2013 – but it’s also spending it like there’s no tomorrow. People “familiar with its financials” told the Wall Street Journal this week that after forking out for original content and also the infrastructure to keep the whole shebang going, the company is just about breaking even.
Whether you’re new to YouTube video marketing or looking for ways to improve your efforts, you will benefit from tips for engaging your audience, perfecting your strategy, and using the platform as effectively as possible. We’ve collected 50 YouTube video marketing tips from marketing leaders, video experts, social media aficionados, and other authorities in the field to help you in your quest to create engaging videos and increase your traffic, gain YouTube channel subscribers, and ultimately boost revenue. To help you find the tips you need most, we have categorized them and then alphabetized the tips within each category; thus, our 50 expert YouTube marketing tips are not ranked or rated in any way.
Now that we’ve talked about why determining a goal is so important, we can discuss how to effectively measure success. At first glance, YouTube analytics can be pretty overwhelming. On the flip side, it’s frustrating when you post a video and don’t receive as many views or as much engagement as you were expecting. YouTube analytics shows you how viewers found your content, how long they watched it, and how much they engaged with it. Let’s start by going over what exactly you can measure and how to find it.
Professional quality music and sound effects can often be the difference between a successful video and one that comes off as an amateur production. Fortunately, cinema quality sounds are now readily available, even if your videos don’t have Hollywood-size budgets. When selecting music for your video, it’s important to first consider the overall mood you’d like to create. Music is one of the most valuable tools for setting the tone of a video and often informs the editing style, camera movement, and on-camera action. If you’re introducing your brand to a new audience, you probably want to select music that is upbeat and energetic. The second key part to picking music is to make sure you have the necessary permissions to use the song. What you’re looking for here are songs marked as “royalty free.” This doesn’t mean the music will be free, but it does mean you only pay a flat rate to use the music and won’t have to pay additional royalties or licensing fees on top of that.
He is the co-founder of Neil Patel Digital. The Wall Street Journal calls him a top influencer on the web, Forbes says he is one of the top 10 marketers, and Entrepreneur Magazine says he created one of the 100 most brilliant companies. Neil is a New York Times bestselling author and was recognized as a top 100 entrepreneur under the age of 30 by President Obama and a top 100 entrepreneur under the age of 35 by the United Nations.
Sharing your videos on social is an easy way to add additional insights to your video and engage with viewers. YouTube makes it incredibly simple for you and others to promote your video across other social networks. To share a video, just click the “Share” tab underneath the video. There you can select where to market the video. YouTube even provides a shortened URL to your video for convenient sharing.
“We are still in investment mode,” Wojcicki said at the Fortune Most Powerful Women summit in Laguna Niguel, Calif. on Tuesday. She explained further that the declining TV viewership of people in the 18 to 34-year-old segment represents a massive opportunity for her team, which Google (googl) bought for $1.6 billion in 2006. Areas where they are investing, she added, include virtual reality. “There’s no timetable,” she said, referring to a question on profitability.
When promoting your YouTube channel or videos on your social media sites, consider the best marketing strategy. Simply sharing the video on your timeline or feed may not be the most effective option. Think of why you made the video. Maybe you created a tutorial because users were asking a lot of questions about how to use your product. In that case, it might be best to respond to those questions with a link to your video. If you created a video as part of a larger campaign or global trend, be sure to include relevant #hashtags where appropriate to ensure your video is included in the conversation.
You don’t need expensive hardware to get going. Content is far more important than having 4K or 360-degree video. Great quality helps, but today’s smartphones are more than good enough to start with. That said, good lighting is very important: natural is great, if you can be outdoors, or near a window, or pick up some lighting kits that start at a couple of hundred dollars. Clear audio is critical, too; you can buy a highly-rated clip-on lavalier (“lav”) mic starting at only $23.
Having outside income streams is especially important. After all, a change to how YouTube partners with and compensates creators could drastically shake up a YouTuber's ability to earn money with little warning. This happened in January, when the YouTube Partner Program boosted the eligibility requirements for monetization from 10,000 lifetime views to 4,000 hours of watch time within the previous year and 1,000 subscribers, leaving some content creators scrambling to reclaim their ability to earn money.
YouTube also has an enormous and very diverse audience, which happily uses both YouTube’s and Google’s own search engine to find content they’re looking for. If you’re able to optimize for the right keywords (and I’ll show you how to do that later in this guide!), you’ll be able to connect with that audience instantly, instead of hoping a Facebook Ad shows up in their feed. This allows them to find also has an enormous and very diverse audience, which happily uses both YouTube’s and Google’s own search engine to find content they’re looking for. If you’re able to optimize for the right keywords (and I’ll show you how to do that later in this guide!), you’ll be able to connect with that audience instantly, instead of hoping a Facebook Ad shows up in their feed. This allows them to find you, not the other way around.
Knowing who you are and, perhaps more importantly, who your audience is will make you attractive to advertisers, sponsors and partners outside the YouTube sphere, experts say. Make sure to also set yourself up as someone who is "brand safe," says Tyler Vaught, head of Niche, Twitter's service that connects creators worldwide with brands to develop branded content. That could mean not using profanities, avoiding charged political topics and dodging drug references and other controversial topics on your channel.
But sponsorships are where the big bucks are made, and where intermediaries like MediaKix and other agencies come in. This is the major leagues: Most brands aren’t interested in YouTube channels with fewer than 200,000 to 300,000 subscribers or average views of less than 10,000 to 20,000 per video, says Asano. The bar is also high because videos cost more to make, and require tricky negotiations —the sponsor will want to know where their product will be featured, for how long, and so forth. “When we’re connecting top brands with top influencers on YouTube, you’re talking a minimum budget of $50,000 to $100,000, and it just goes up from there,” Asano explains. “Some of the biggest YouTube influencers get paid $100,000 to 200,000 for a single video. And then those videos get millions of views. That’s why there’s a lot of money in the space.”
3. Choose your channel art carefully. “There will be two images that you choose. The first will be your account’s picture, which will work similar to Facebook’s profile pictures. The second will be your channel art, which will be displayed at the top of your channel much like Facebook’s cover photo. You need to choose these images wisely, as they’ll be one of the first things that users notice about your brand…
There will be two images that you choose. The first will be your account’s picture, which will work similar to Facebook’s profile pictures. The second will be your channel art, which will be displayed at the top of your channel much like Facebook’s cover photo. You need to choose these images wisely, as they’ll be one of the first things that users notice about your brand. In the example below, my account picture is the picture of me, and the flowers are my channel art (please note, this is only an example account).
Remind your YouTube viewers to subscribe to your channel, during or after the video plays, and in the description or comments section. Tag your videos with relevant keywords, so people can find your work. Push traffic to your YouTube channel from other social platforms. “Boosting your subscribers won’t happen overnight, but keep it up. Consistency is key, and you can reach out to other creators for advice or collaboration,” adds Ezarik (YouTube says collaboration is critical, too). Interact with your viewers by responding to comments.
Keywords are the other important thing. You need to make sure you put those keywords in your title so it attracts the right audience. Keywords like social media marketing, search engine optimization, conversion rate optimization, ROI, and blogging are all keywords you’ll find me using. If you know your niche, you’ll know what keywords you need to use.
In late 2011 and early 2012, YouTube launched over 100 "premium" or "original" channels. It was reported the initiative cost $100 million. Two years later, in November 2013, it was documented that the landing page of the original channels became a 404 error page. Despite this, original channels such as SourceFed and Crash Course were able to become successful.
Most successful YouTubers have a very strict publishing schedule – and they stick to it. These YouTubers also promote new videos to their audience on other social media platforms so that even those who haven’t subscribed to their channel can still know when a new video is coming out. While you’re setting up a YouTube marketing strategy for your business, consider how often you can realistically commit to posting new content and make sure you can stick to it.
Eric Sachs, SEO virtuoso and CEO @Sachs Marketing Group gives some great ideas on how to make your content more interactive. It allows you to create a two-way conversation with your viewers. Since YouTube discontinued their annotations tool (which did not work on mobile), it replaced it with end screen and cards because of the mobile-first approach.
Because of the time you're allotted with this ad format, it's suggested that you create this type of ad with the goal of views and brand development, rather than just clicks into your website. This ad ideally generates revenue from the long-term brand awareness that comes out of a story people don't want to skip, and one viewers remember the next time they approach your product or service.
Once your channel is setup, it’s time to start populating it with content. This is where the fun begins! In this section, we’ll talk about some different types of videos you can create and walk through how to film and edit videos. Overwhelmed? Feeling uninspired? Check out our list of great video advertising and marketing campaigns for creative ideas to inspire your next project .