Why you should not be using YouTube as your video platform. Arguments against YouTube including issues with branding, legal and logstics

1. Why Not
?
Why YouTube alone is not a video strategy

2. Video Marketing
• Video is now a mainstream part of the marketing mix
• It is being used in more and more brand communications
• Just as with a website or even a press release, you need to think
about content and context
• You need to be able to distribute to multiple outlets, platforms, apps
and online systems and maintain your branding and the user
experience
• And you need a professional platform to do this
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3. This is what we mean by distribution
Social Net
Facebook
Pinterest
LinkedIn
Your Brand Twitter
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4. YouTube is a small part of this…
• The purpose of this document isn’t to diss YouTube - we’re huge fans
• It’s a great global social channel for the distribution of video, like
LinkedIn, Facebook or SlideShare
• But it shouldn’t be the WHOLE of your video marketing strategy
• That’s like using Facebook to build your website
• Here are some of the issues…
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5. Branding
You have very little control of your branding
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6. Do you really care that little about your
brand..
• Are your corporate colours red and black ?
• Do you care about pasting YouTube branding over your own website ?
• What does your use of YouTube convey to customers (too cheap to do
this ourselves ? Incapable of doing technology yourselves ?)
• A technology company kowtowing to a technology company can only
leave one impresssion
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7. This is your web channel! Where are your
videos ? Where is your brand ?
Just scroll down your
custom channel and this
is what happens – rivals
and irrelevant results
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8. Anatomy of a YT Subchannel
Sends you
somewhere
else
Not your
branding
Restricted
layout
options
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9. Anatomy of a YT subchannel
Other
people’s
Your only videos
branding…
Restricted
layout
options
No navigation
back to home
page
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10. Comparing a branded channel with a YouTube
channel..
Your Channel… Their Channel with your content…
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11. Mobile
You’re even more restricted on mobile
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12. Your Mobile Video Presence
Your icon or their icon ?
+ YouTube cannot power
your native apps for iOS
and Android
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13. Search
Being on YouTube can HINDER your search results
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14. Using ‘Maplin’ which has a YT channel
Search for electronics
produces no Maplin
results in first 1000
results in UK
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15. Does not help on Google either
Nothing appears when
searching for electronics
and videos
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16. Not even very specific searches are improved..
The Pillow Speaker
product is on YouTube,
but does not search on
Google
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17. Legal
Have you run using YouTube as a platform past your Legal department ?
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18. Accountability
• YouTube can turn off any of your content, or even your whole channel
tomorrow
• You have no SLA
• No guarantee of services
• No control
• You just trust that it works
• And what happens when it doesn’t ?
• You Tube streams regularly fall off – we reckon their availability is
around 98% - we offer 99,99%. That’s three hours a year against
seven days
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19. Have you run this past legal affairs ?
You can’t commercialise it:
you agree not to use the Service (including the YouTube Player) for any of the following commercial uses unless you obtain YouTube's prior written approval:
1.the sale of access to the Service
2.the sale of advertising, sponsorships or promotions placed on or within the Service, or Content;
3.the sale of advertising, sponsorships or promotions on any page of an ad-enabled blog or website containing Content delivered via the Service unless other
material not obtained from YouTube appears on the same page and is of sufficient value to be the basis for such sales
prohibited commercial uses shall not include (i) uploading an original video to YouTube, (ii) maintaining an original channel on the Website in order to
promote a business or artistic enterprise, (iii) showing YouTube videos through the YouTube Player or otherwise on an ad-enabled blog or website, subject to
those advertising restrictions set out in 5.1(E)(iii) above; and (iv) any use that is expressly authorised by YouTube in writing;
You can’t really customise it:
if you use the YouTube Player on your website may not modify, build upon or block any portion or functionality of the YouTube Player including but not limited
to links back to the Website;
You have no access to your viewer information
you agree not to collect or harvest any personal data of any user of the Website or any Service (and agree that this shall be deemed to include YouTube
account names);
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20. Have you run this past legal affairs ?
You can’t use it to promote your company
you agree not to use the Website or the Services (including the comments and email features in the Website) for the solicitation of business in the course of
trade or in connection with a commercial enterprise;
They can change things without telling you
YouTube is constantly innovating in order to provide the best possible experience for its users. You acknowledge and agree that the form and nature of the
Service which YouTube provides may change from time to time without prior notice to you.
They can just stop the service at any time
As part of this continuing innovation, you acknowledge and agree that YouTube may stop (permanently or temporarily) providing the Service (or any features
within the Service) to you or to users generally at YouTube's sole discretion, without prior notice to you
And you lose control of your rights
When you upload or post Content to YouTube, you grant:
1.to YouTube, a worldwide, non-exclusive, royalty-free, transferable licence (with right to sub-licence) to use, reproduce, distribute, prepare derivative works
of, display, and perform that Content in connection with the provision of the Service and otherwise in connection with the provision of the Service and
YouTube's business, including without limitation for promoting and redistributing part or all of the Service (and derivative works thereof) in any media formats
and through any media channels;
2.to each user of the Service, a worldwide, non-exclusive, royalty-free licence to access your Content through the Service, and to use, reproduce, distribute,
prepare derivative works of, display and perform such Content to the extent permitted by the functionality of the Service and under these Terms.
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21. Have you run this past legal affairs ?
No SLA
In particular YouTube does not represent or warrant to you that:
1.your use of the Service will meet your requirements,
2.your use of the Service will be uninterrupted, timely, secure or free from error,
3.any information obtained by you as a result of your use of the Service will be accurate or reliable, and
4.that defects in the operation or functionality of any software provided to you as part of the Service will be corrected.
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22. Commercial
YouTube is there to make money for Google
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23. Commercial Restrictions
• No channel subscription
• No pay per view
• No pay per download
• Advertising limited to automated Google model with low CPM rates
• Conversion rates for vCommerce are low
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24. How Can We Help ?
TA Play is a professional alternative to YouTube
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25. Embed video without YouTube branding
Embed video
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26. Your own brand on embeds… Not YouTube
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27. Customised, tailored players
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28. Comparison
Vimeo TA Play YouTube Comments
Upload Video Y Y Y
Multiple Video Uploads N Y Y Ability to upload multiple videos at once
Multi-platform Support Y Y Y Ability to play back video on any platform or device
Aggregated Portal Y N Y This can be a negative context for displaying content
Custom Players P Y N
Downloads Y Y N
Playlist N Y Y
Automated Playlists N Y N
Share to Social Y Y Y
Send to Social Y Y N
Share Multiple Videos N Y N
Comments N Y Y
Notifications Y N Y
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29. Comparison
Vimeo TA Play YouTube Comments
Video Channel Builder N Y Y Branded Vimeo, basic customisation
Customisable Channel N Y P Full customisation, including CSS from TAP
Batch Editing Y Y Y
Ad Support P Y P TAP can support any VAST tags
Subscription N Y N
PPV N Y N Set price for viewing individual videos
User Playlists N Y P
User Uploads N Y N
Live Support N Y Y
User Management Y Y Y
Client Management N Y N Ability to set up client accounts and users
Social Management Y N Y Ability to socialise users on the system
Search P Y P Only TA offers channel specific search
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30. Comparison
Vimeo TA Play YouTube Comments
Responsive UI N Y N Only TA provides responsive UIs for all devices
Support for Apps N Y N Full customisation, including CSS from TAP
Use own domain N Y N Use your URL
Embed channel N Y N Embed a full channel in a website, blog or on
Facebook
SLA N Y N
Support P Y N
Customisation N Y N Ability to add customisable features
Cost £0 - £160 £0 - £1200 free
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31. Headline TA Play Benefits
• For professionals - ‘ProTube’ not YouTube
• Build branded channels
• More control over look and feel
• More commercial options
• Open not closed environment
• Customisable functionality v fixed functionality
• Committed support and SLA
• Extensible to add other apps, eg distribute, approvals, sales
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32. http://assetry.com