Measuring Success on YouTube Magnet Media - Matt Ballek

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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.

Business Technology Design

MEASURING SUCCESS
ON YOUTUBE

www.magnetmediaﬁlms.com
1

MAGNET’S SOLUTION

Think
Strategy

+

Make
Content Creation

+

Reach
Distribution / Promotion

www.magnetmediaﬁlms.com
2

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

www.magnetmediaﬁlms.com
3

YOUTUBE OPTIMIZATION & PROMOTION
Optimization
Search

Promotion
Paid
Earned

Platform

Owned
www.magnetmediaﬁlms.com
4

Engagement

>

Views

www.magnetmediaﬁlms.com
5

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.
www.magnetmediaﬁlms.com
6

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.
www.magnetmediaﬁlms.com
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Videos with more engagement now outrank videos with more views alone.

www.magnetmediaﬁlms.com
8

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

www.magnetmediaﬁlms.com
9

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

www.magnetmediaﬁlms.com
10

AUDIENCE IS AT THE CENTER OF EVERY
VIEW

www.magnetmediaﬁlms.com
12

Super Fans

Fans
(Subscribers)

Viewers

www.magnetmediaﬁlms.com
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Collaboration Videos

Super Fans

Bonus Videos
Behind the Scenes

Fans
(Subscribers)

Viewers

Q&A
Industry News

Evergreen Videos
Tutorials
Commercials

www.magnetmediaﬁlms.com
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HOMEPAGE

OLD

HOMEPAGE

NEW
www.magnetmediaﬁlms.com
15

YouTube.com/Audience
www.magnetmediaﬁlms.com
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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

www.magnetmediaﬁlms.com
17

TARGET PROMOTION

www.magnetmediaﬁlms.com
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YOUTUBE AUDIENCE TARGETING

Interests
Demographics
Channels
Videos
Search Terms

www.magnetmediaﬁlms.com
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TARGETED YOUTUBE PROMOTION

KPI

Targeted placements

drive an engaged audience

to a defined goal

www.magnetmediaﬁlms.com
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EXAMPLE: ORABRUSH

www.magnetmediaﬁlms.com
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Search for “bad breath” on
YouTube and Orabrush appears
with both a paid and natural
placement

www.magnetmediaﬁlms.com
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Once at the video, it contains
clickable call to actions in multiple
spots.

www.magnetmediaﬁlms.com
23

Once at the video, it contains
clickable call to actions in multiple
spots.

www.magnetmediaﬁlms.com
24

Clicking on any annotation takes
viewers directly to a landing page
to order their Orabrush.

www.magnetmediaﬁlms.com
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TARGETED YOUTUBE PROMOTION

KPI

Targeted placements

drive an engaged audience

to a defined goal

www.magnetmediaﬁlms.com
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Measuring Success on YouTube Magnet Media - Matt Ballek

1. MEASURING SUCCESS ON YOUTUBE www.magnetmediaﬁlms.com 1

2. MAGNET’S SOLUTION Think Strategy + Make Content Creation + Reach Distribution / Promotion www.magnetmediaﬁlms.com 2

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 www.magnetmediaﬁlms.com 3

4. YOUTUBE OPTIMIZATION & PROMOTION Optimization Search Promotion Paid Earned Platform Owned www.magnetmediaﬁlms.com 4

5. Engagement > Views www.magnetmediaﬁlms.com 5

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. www.magnetmediaﬁlms.com 6

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. www.magnetmediaﬁlms.com 7

8. Videos with more engagement now outrank videos with more views alone. www.magnetmediaﬁlms.com 8

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 www.magnetmediaﬁlms.com 9

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 www.magnetmediaﬁlms.com 10

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 www.magnetmediaﬁlms.com 11

12. AUDIENCE IS AT THE CENTER OF EVERY VIEW www.magnetmediaﬁlms.com 12

13. Super Fans Fans (Subscribers) Viewers www.magnetmediaﬁlms.com 13

14. Collaboration Videos Super Fans Bonus Videos Behind the Scenes Fans (Subscribers) Viewers Q&A Industry News Evergreen Videos Tutorials Commercials www.magnetmediaﬁlms.com 14

15. HOMEPAGE OLD HOMEPAGE NEW www.magnetmediaﬁlms.com 15

16. YouTube.com/Audience www.magnetmediaﬁlms.com 16

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 www.magnetmediaﬁlms.com 17

18. TARGET PROMOTION www.magnetmediaﬁlms.com 18

19. YOUTUBE AUDIENCE TARGETING Interests Demographics Channels Videos Search Terms www.magnetmediaﬁlms.com 19

20. TARGETED YOUTUBE PROMOTION KPI Targeted placements drive an engaged audience to a defined goal www.magnetmediaﬁlms.com 20

21. EXAMPLE: ORABRUSH www.magnetmediaﬁlms.com 21

22. Search for “bad breath” on YouTube and Orabrush appears with both a paid and natural placement www.magnetmediaﬁlms.com 22

23. Once at the video, it contains clickable call to actions in multiple spots. www.magnetmediaﬁlms.com 23

24. Once at the video, it contains clickable call to actions in multiple spots. www.magnetmediaﬁlms.com 24

25. Clicking on any annotation takes viewers directly to a landing page to order their Orabrush. www.magnetmediaﬁlms.com 25

26. TARGETED YOUTUBE PROMOTION KPI Targeted placements drive an engaged audience to a defined goal www.magnetmediaﬁlms.com 26

27. www.magnetmediafilms.com 27

Measuring Success on YouTube Magnet Media - Matt Ballek

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Measuring Success on YouTube Magnet Media - Matt Ballek