measuring success on youtube magnet media - matt ballek
DESCRIPTION
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.TRANSCRIPT
www.magnetmediafilms.com
MEASURING SUCCESSON YOUTUBE
1
www.magnetmediafilms.com
MAGNET’S SOLUTION
Think Make Reach+ +Strategy Content Creation Distribution / Promotion
2
www.magnetmediafilms.comSource: http://www.youtube.com/yt/press/statistics.html
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
Obligatory YouTube Stats
3
www.magnetmediafilms.com
Optimization Promotion
Search
Platform
Paid
Earned
Owned
YOUTUBE OPTIMIZATION & PROMOTION
4
www.magnetmediafilms.com
ViewsEngagement >
5
www.magnetmediafilms.com
Bot Views
Misleading Thumbnails
Hidden Autoplayers
Tag Scraping
In the past it was easier to drive low quality views in order to appear on the YouTube homepage.
6
www.magnetmediafilms.com
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.
7
www.magnetmediafilms.com
Videos with more engagement now outrank videos with more views alone.
8
www.magnetmediafilms.com
AVERAGE OVERALL TRAFFIC BY SOURCE
Direct/Mobile
Related Videos
Search
Embeds
Subscriber
Advertising
External URL
YouTube Channel
0 7.5 15 22.5 30
by Percent
Data provided by YouTube from over 1,500 channels
9
www.magnetmediafilms.com
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
10
www.magnetmediafilms.com
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
11
www.magnetmediafilms.com
AUDIENCE IS AT THE CENTER OF EVERY VIEW
12
www.magnetmediafilms.com
Viewers
Fans(Subscribers)
Super Fans
13
www.magnetmediafilms.com
Viewers
Fans(Subscribers)
Super Fans
Evergreen VideosTutorials
Q&A
Industry News
Bonus Videos
Behind the Scenes
Commercials
Collaboration Videos
14
www.magnetmediafilms.com
HOMEPAGEHOMEPAGE
OLD NEW
15
www.magnetmediafilms.com
YouTube.com/Audience16
www.magnetmediafilms.com
EngagePromoteOptimizeProduce
Keyword Seasonality
Keyword Research
Community Insights
Video Captioning
Video Meta-Data
Thumbnail Upload
Annotations
Social Promotion
Paid Promotion
Network Promotion
Comment Responses
Reporting
Moderation
Playlist Maintenance
YOUTUBE PROCESS OVERVIEW
17
www.magnetmediafilms.com
TARGET PROMOTION
18
www.magnetmediafilms.com
YOUTUBE AUDIENCE TARGETING
Interests
Demographics
Channels
Videos
Search Terms
19
www.magnetmediafilms.com
TARGETED YOUTUBE PROMOTION
KPI
Targeted placements drive an engaged audience to a defined goal
20
www.magnetmediafilms.com
EXAMPLE: ORABRUSH
21
www.magnetmediafilms.com
Search for “bad breath” on YouTube and Orabrush appears with both a paid and natural placement
22
www.magnetmediafilms.com
Once at the video, it contains clickable call to actions in multiple spots.
23
www.magnetmediafilms.com
Once at the video, it contains clickable call to actions in multiple spots.
24
www.magnetmediafilms.com
Clicking on any annotation takes viewers directly to a landing page to order their Orabrush.
25
www.magnetmediafilms.com
KPI
Targeted placements drive an engaged audience to a defined goal
TARGETED YOUTUBE PROMOTION
26
