Giving Your Brand a Personal Touch on the World’s Second Largest Search Engine

1. nick westergaard | branddrivendigital.com
social spotlight
youtubeGiving Your Brand a Personal Touch on the
World’s Second Largest Search Engine

2. a lot more than
Photo via Flickr user m01229

3. YouTube social spotlight
‣ By the Numbers
‣ How Brands Engage
‣ Things to Remember

4. By the Numbers
1

5. it’s a fact
YouTube is the second largest search engine (after Google!)

6. 1 billion+Youtube users
Source: Simply Measured

7. over 300hours of video are uploaded to
youtube every minute
Source: Simply Measured

8. every daypeople watch hundreds of millions of
youtube videos & generate billions of views
Source: Simply Measured

9. 50%year over year for three straight years
Source: Simply Measured
youtube “watchtime” has increased

10. reaches more18–34 & 18–49 year-olds than
any cable news network in the U.S.
Source: Simply Measured

11. It’s a huge music discovery service

12. especially 12–24

13. music discovery drives frequent use

14. How Brands Engage
2

15. 85%of interbrand 100 use Youtube
Source: Simply Measured

16. -7%monthly posting by brands is down 7%
Year on year
Source: Simply Measured

17. anatomy of a profile channel

19. epic contentmarketing tool
less a “social network” — more of an

26. forget about fancy tools
Photo via Flickr user allen

27. answering questions
is key
youtube tips:
Source: Likeable Social Media

28. short & sweetis best — aim for 30–90 seconds
youtube tips:
Source: Likeable Social Media

29. timely contentresonates best — remember youtube
for product launches, news
youtube tips:
Source: Simply Measured

30. optimizeyour video. remember, Youtube is owned by google.
Don’t forget the keywords.
youtube tips:
Source: Simply Measured

31. 10-15keywords in the tags section
of your video description
Source: Simply Measured
try inserting

32. use search infofor titling your videos — don’t just name it what you
think is clever
youtube tips:

33. transcribeyour videos. youtube and google love the extra,
searchable metadata
youtube tips:
Source: Simply Measured

34. viral videosare a myth — stop it already
youtube tips:

35. promoteyour video content for additional exposure
youtube tips:

36. types of ads
‣ Display ads
‣ Overlay ads
‣ Skippable video ads
‣ Non-skippable video ads — short and long
‣ Sponsored cards

37. types of ads

38. corporate culture
and product use
best uses for youtube:

39. Things to Remember
3

40. ‣ Total video views
‣ Total channel subscriptions
‣ Total likes
‣ Number of comments
‣ Number of responses
‣ Popularity of your videos compared to others
‣ Engagement by day/time
‣ Fan demographics
‣ Referring links on site
YouTube measurement

41. ‣ Red Bull
‣ PlayStation
‣ GoPro
‣ Vat19
‣ Ubisoft
‣ Angry Birds
‣ Samsung Mobile
‣ LEGO
‣ Coca Cola
‣ TOBOTYOUNGTOYS
Top 10 Brands on Youtube
Source: Statista

42. don’t stop at youtube – also post on
‣ Vimeo
‣ Facebook
‣ Twitter, Vine, Instagram
‣ TubeMogul — syndicates video across sites

44. #UIMKTG
@nickwestergaard

45. nick@WESTERGAARD.COM
Slides at Slideshare.net/nickwestergaard
@NickWestergaard on Twitter, Instagram, and more