Building Brands On YouTube: It's More Than Going Viral - Streaming Media West

Building Brands On YouTube: It's More Than Going Viral

November 19th, 2014

BRANDS IN TOP 100

16

41

6

YOUTUBE IS THE ULTIMATE LITMUS TEST

WHY PUT IN THE EFFORT?

It’s the largest social network in US & has more millennials than any cable network

HOW IS IT DONE?

4 STEPS

1) Best Practices

2) Go with what people know

3) Focus on a human connection

4) Iterate like hell

BEST PRACTICES

BEST PRACTICESObviously

Titles, Tags, Descriptions, Thumbnails

Annotations

End Cards

In-Video Programming

Metadata & thumbnails are #1 way of organic growth

50% of views comes through related videos

10-20% CTR on end cards

GO WITH WHAT PEOPLE KNOW

WIDGETS DON’T HELP

50% fewer subscribers per view

50% fewer likes per view

15% fewer social media shares

DON’T SPEAK IN CAMPAIGN

FOCUS ON A HUMAN

CONNECTION

86 of top 100 most subscribed channels are built around one or two individuals.

THIS IS A SYMPTOM

VS

EMOTIONS MATTER MORE THAN PRODUCTION

ITERATE LIKE HELL

TYPICAL BRAND CHANNEL

1) Epic Rap Battles 2) Behind The Scenes 3) Epic Rap Battle News

1) Philip Defranco Show

11 MILLION SUBS 3.3 MILLION SUBS

1) Epic Meal Time 2) Handle It

6.6 MILLION SUBS

BUILD UPON FEWER IDEAS

WHAT WORKS?

DON’T SPEAK CAMPAIGN

EMOTIONS TRUMPS PRODUCTION

FOCUS MESSAGE

DON’T SPEAK CAMPAIGN

EMOTIONS TRUMPS PRODUCTION

EMOTIONS TRUMPS PRODUCTION

DON’T SPEAK CAMPAIGN

EMOTIONS TRUMPS PRODUCTION

FOCUS MESSAGE

THANK YOU

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