Matt Ballek, Dir. Strategic Distribution Services at Magnet Media, shared that video on YouTube, the #2 search engine, can be your value play in gaining attention and engagement and less costly and far less competitive than Google.

1. MEASURING SUCCESS
ON YOUTUBE
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2. MAGNET’S SOLUTION
Think
Strategy
+
Make
Content Creation
+
Reach
Distribution / Promotion
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3. Obligatory YouTube Stats
More than 1 billion unique users visit YouTube each month
Over 6 billion hours watched each month
100 hours of video uploaded every minute
YouTube reaches more US adults ages 18-34 than any cable network
Mobile makes up more than 25% of YouTube's global watch time
YouTube is the 2nd largest search engine after Google
Source: http://www.youtube.com/yt/press/statistics.html
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4. YOUTUBE OPTIMIZATION & PROMOTION
Optimization
Search
Promotion
Paid
Earned
Platform
Owned
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5. Engagement
>
Views
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6. Bot Views
Hidden
Autoplayers
Misleading
Thumbnails
Tag
Scraping
In the past it was easier to drive low quality views in order to appear on
the YouTube homepage.
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7. Tube
Algorithm 2000
In the past few years, the YouTube algorithm has been
factoring in watch time, comments, and likes/dislikes
when displaying videos in search and related video
positions.
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8. Videos with more engagement now outrank videos with more views alone.
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9. AVERAGE OVERALL TRAFFIC BY
SOURCE
Direct/Mobile
Related Videos
Search
Embeds
Subscriber
External URL
Advertising
YouTube Channel
0
7.5
15
22.5
30
by Percent
Data provided by YouTube from over 1,500 channels
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10. AVERAGE WATCH TIME PER DAY
Subscriptions
Related Videos
Search
External Links
Embeds
0
15
30
45
60
Average Watch Time in Minutes
Data Provided by YouTube
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11. AVERAGE WATCH TIME PER DAY
Subscriptions
Related Videos
Search
External Links
Embeds
0
15
30
45
60
Average Watch Time in Minutes
Data Provided by YouTube
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12. AUDIENCE IS AT THE CENTER OF EVERY
VIEW
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13. Super Fans
Fans
(Subscribers)
Viewers
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14. Collaboration Videos
Super Fans
Bonus Videos
Behind the Scenes
Fans
(Subscribers)
Viewers
Q&A
Industry News
Evergreen Videos
Tutorials
Commercials
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15. HOMEPAGE
OLD
HOMEPAGE
NEW
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16. YouTube.com/Audience
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17. YOUTUBE PROCESS OVERVIEW
Produce
Optimize
Promote
Engage
Annotations
Video Captioning
Keyword Seasonality
Video Meta-Data
Social Promotion
Comment Responses
Keyword Research
Thumbnail Upload
Paid Promotion
Moderation
Community Insights
Playlist Maintenance
Network Promotion
Reporting
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18. TARGET PROMOTION
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19. YOUTUBE AUDIENCE TARGETING
Interests
Demographics
Channels
Videos
Search Terms
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20. TARGETED YOUTUBE PROMOTION
KPI
Targeted placements
drive an engaged audience
to a defined goal
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21. EXAMPLE: ORABRUSH
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22. Search for “bad breath” on
YouTube and Orabrush appears
with both a paid and natural
placement
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23. Once at the video, it contains
clickable call to actions in multiple
spots.
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24. Once at the video, it contains
clickable call to actions in multiple
spots.
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25. Clicking on any annotation takes
viewers directly to a landing page
to order their Orabrush.
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26. TARGETED YOUTUBE PROMOTION
KPI
Targeted placements
drive an engaged audience
to a defined goal
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27. www.magnetmediafilms.com
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