Youtube retail marketing

Youtube retail marketing
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· Top 21 tips for video marketing
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I. Video marketing content for you!
Online video is massive in its reach and scale with 6.9 billion videos
viewed monthly in the U.S. in July and August of this year, and it's
quickly growing into a major component of what people do online or
how they consume information and entertainment. YouTube represents a
lot of the growth of online video, with 48 hours of video uploaded to
YouTube every minute and 3 billion daily views are registered on
YouTube worldwide. While viewership on TV is stagnant if not slowly
decreasing year over year, online video is seeing a 50% yearly increase
in viewership.
YouTube Marketing Advice For Retailers
I spoke with Andy Stack, Product Manager at YouTube following his
keynote, "Video Convergence is Here: Get Ready!", at the 2011
Liveclicker Video Summit, who says, online video is a valuable tool to
Video marketing. Free pdf download examples Page 1

drive brands, and is transforming the way consumers engage and
conduct commerce. The use of online video in e-commerce is an
opportunity you can't afford to miss or not fully understand.
His main advice to brands and retailers is to create content, not
commercials. Stack says that it's important for retailers to develop a
content strategy and not necessarily an advertising strategy, and
sponsor content that matters to your community and spend money to
promote content that's tested and works.
Brands Can't Sell Brands, People Sell Brands
Stack says that the definition of content is very rich and changing, by
definition. So, we shouldn't be held to old ideas of what content is. It
could be curated content, mash-ups, expression, dialogue, and a variety
of different types of content.
Lines are blurring between entertainment and advertising, and between
consumers and marketers. Marketing platforms are rapidly evolving, and
at the center of it all is online video. Brands and consumers are
interacting in ways they never have before, and everyone is witnessing
this through the power of sight, sound, and motion.
But underlining it all, he says, is that we're content creators by our own
DNA.
We are all storytellers, and a content strategy helps ultimately for people
to sell brands, not brands to sell brands.
If you're a marketer, then you'll probably recognize some of the
following videos. Which of these were made by users? By marketers?
Who started the conversation?
 Tiger Woods 09: http://www.youtube.com/watch?
v=FZ1st1Vw2kY
 Cadbury Eyebrows: http://www.youtube.com/watch?
v=TVblWq3tDwY

Online Video is Social
Stack says that aside from being huge in reach, online video is also what
many other media are not – it's social in ways that move viewers to
engage with your brand, connect with new ideas and even change the
world. An interesting fact he shared was about the activism in Egypt
earlier this year, first sparked on the Internet and spread throughout the
country to rally the population, and spark a revolution that forever
change people's lives there. He shared the following quote that helped
sum up his point.
We use Facebook to schedule the protests, Twitter to coordinate, and
YouTube to tell the world…" -Activist in Cairo, Egypt, March 2011
Another example of how video is social is the 'it
gets better' campaign, that was launched on YouTube in September
2010, by Dan Savage and aimed to help young people, especially those
struggling with their identity and sexuality, deal with bullying. The
video has had millions of views and within a few weeks spawned
thousands of similar videos from ordinary kids to the President,
celebrities and even the SF Giants reaching millions more with a strong
and united message.
Video + Social = Earned Media
Stack also cites Lady Gaga as one of the most impressive genius
marketers of our time who is powered by video. She regularly uses
social video to cultivate and project her image and message. She
launched exclusive video premiers on Vevo, starred in a Google Chrome

Ad that went viral, staged a live feed from Best Buy on launch date as
fans poured in to buy her album and live interviews allowed her to take
questions from fans.
The results is that Lady Gaga is the first artist to reach 1 billion views on
YouTube, and her music video for Born This Way has over 79 million
views and in the first week of release her album sold 1.1M copies and
brought down Amazon's servers.
Stack says that a characteristic of successful videos are retailers, brands
or others who have a whole social media strategy around the launching
of a YouTube video.
One of the other things I encourage is to engage the viewer in a
conversation. Think of the video experience as a conversation. It doesn't
start and stop with the video. There's great opportunity to have at the end
of a video, various calls to action. Such that if somebody's hooked with
the video, here's the next step that they can take to either engage with the
brand, learn more information or perhaps discover other videos.
Another great example of a brand using video
is Orabrush, which became a YouTube sensation. Who knew that
oralhygiene products could be a cross-over hot with video, yetOrabrush
used it's YouTube channel to sell over 1 million of the $5 tongue
brushes, and major drugstores are now carrying it on their shelves. They
were named one of the Top 10 Social Media campaigns of 2010.
Stack says, the power of social is something that retailers can harness to
build your own brands too. One of the important aspects of social is
sharing, and 30% of people share videos they like, over 400 videos are
shared on Twitter every minute, and the amount of YouTube videos
watched on Facebook is equal to 150 years. As the world's largest focus

group, online video lets you know if the creative or videos that you are
running on TV and elsewhere are making an impact when people choose
to consume your brand and spread the word. Retailers can use video like
a sand box to experiment and use the variety of tools available from
YouTube to find the right mix, then rinse and repeat.
5 Things Andy Stack has Learned About YouTube
Stack says there are 5 lessons he learned from his experience at
YouTube to help create successful online video campaigns:
1. Rethink what "content" means
Kutiman & Pogo make work by micro-splicing together other
content. They use films, sounds, chords, even syllables to make their
music. The Khan Academy also has emerged as a new voice of
authority http://www.youtube.com/user/khanacademy.
2. Every video is a conversation (if you let it become one)
Electronic Arts produced this response to a user generated video on the
Tiger Woods '08 game.
3. Every video is interactive
Interactive zombie movie adventure - Hell Pizza's uses annotations to
encourage interaction.
4. Every video finds an audience.
Online Video is reaching NEW audiences every day. Blair Fowler and
her sister Elle post style and beauty related tutorials that has reached
millions on YouTube and are at forefront of the "hauling"phenomenon.
5. You don't always have to make video, you can inspire others or
curate
Tweak inspired fans to help them design their shoes and the result was
the mythical shoe, with wings and a pocket for a guitar pick.

Mass Media is De-Massing
Are they watching less TV? Generally speaking, Stack says, no. People
are watching more TV. They are just watching cable. If you stack
networks by percentage reach, you'll see that 50% of viewership is on
networks with a rating less than 1.0 (1% of households). And at 0.5%
share (the point at which Nielsen stops measuring), you'll find 30% of
viewership.
YouTube offers great opportunities to online video publishers, says
Stack:
It's a good time to be a content creator. Our system allows you to unlock
the untapped value of networks you may not have previously
considered. For example one brand seeking to target young adults found
that Fuse network delivered a much more efficient cost per order than
the networks they were traditionally targeting, now Fuse is a permanent
part of the line up. This also means that the established media companies
don't have the high upfront cost strangle hold on access anymore.

II. Video marketing tips
#1: Make your title count
Just like a headline to a blog post,
video titles can pull powerful
traffic. There are two main reasons
why the title is so important. One,
a great title can instantly grab a
viewer’s attention.
Two, when you use the appropriate keywords in your title, you are more
likely to show up on search engines when people are searching for your
topic. And remember Google owns YouTube, so there’s a story
connection between video and searching.
#2: Provide excellent content
Take some time to think about your ideal viewer. What do you know
that they’ll find valuable? What can you teach them? “How-to” videos
are extremely successful because not only do they offer great value to
your viewer, but also you’re able to showcase your knowledge and skill,
thus positioning yourself as an expert. This is key as you continue to
grow your brand.
#3: Include your URL in your video
When you edit your video, take advantage of the different editing
features. One easy feature is to add a text box to your video. This is
where you can display your website address and it’s a great way to get
exposure.

Here’s a screen shot of Mari Smith’s YouTube channel. Notice how she
used a text box in her video to display key information, including her
website URL at the end of her video. Smart move!
#4: Take advantage of video’s branding opportunities
For branding purposes, have your company logo displayed prominently
somewhere on the screen. You can do this at all times, or during key
times in your video.
In the image below, notice how the company logo is displayed in the
upper-left corner. You can display your logo throughout your video or
only at key times.
#5: Always provide an HTML link
When you post on YouTube, you have the option to write a short
description of your video. Always start with the link you want to drive
your viewers to so you don’t miss this key opportunity.
Here’s a snapshot of the description boxes from one of my YouTube
videos. Notice the placement of my website URL (it’s the first thing
you want to put in the box!) and the keywords I used in my title as well
as the description.
#6: Go beyond YouTube
Most people post their videos on YouTube. In addition to this, make
sure to always embed your video on your own website. This will
increase the amount of time people spend on your website and help grow
a captive audience.

Also, Google’s algorithms consider how many times a video is viewed,
and embedded video views you receive get added to the ‘views’ tally on
YouTube. This is important for showing up in Google search results!

Youtube retail marketing

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