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The Rocket Science Behind Being Successful on

YouTube

- Content Strategy- Audience Development

YouTube Statistics 2015

o 2nd largest search engine in the world

o More than 1 billion unique users each month.

o 400 hours of video are uploaded to YouTube every minute.

o 80% of YouTube traffic comes from outside US

o 50% of YouTube traffic comes from mobile devices

Anybody Can Upload a Video To YouTube..

What Keeps People Coming Back For More…..

GREAT CONTENT content is king and will always be

GREAT AUDIENCE ENGAGEMENTGreat experience around the

content

GREAT UNDERSTANDING OF YOUR AUDIENCE

Who are they and what do they like?

BUILD A STELLAR CONTENT STRATEGY FOR YOUTUBE

10 Fundamentals To A Creative Strategy

Hero, Hub, Hygiene Content Strategy

DRIVE AUDIENCES TO YOUR CONTENT

What is Audience Development?

o Audience Development, in a nutshell, is all about relationship building to achieve the “power of people” to support your art form.

o “The term Audience Development describes activity which is undertaken specifically to meet the needs of existing and potential audiences and to help organisations develop on-going relationships with audiences. It can include aspects of marketing, commissioning, programming, education, customer care and distribution.”

o Audience development is simply this: attracting diverse people at scale toward a social object.

Attract….ARTISTSo Leveraging existing communities and influencers

COLLABORATIONS WITH TASTEMAKERSo Influential personalities who bring new and interesting things to an

audience

INFLUENCERSo Leverage on existing influencers within NDTV to further social reach

UNEXPECTEDNESSo With more content being created that what we can consume, only what

is truly unique can stand out

…and Retain.

CONSISTENCY• Sets expectation of value. Brings customers back on

their own volition.

MADE FOR WEB PROGRAMMING• Make your online audience feel special with exclusive

content

COMMUNITY• Outreach to online community. Targeted and Scheduled.

Post promotion. Sharing through engagement

ENGAGEMENT• Posts that solicit responses. Its about them not you.

People live in real life, not in the online world.

7 Tips to Optimise YouTube Watch-Time

• Create engaging and entertaining content that viewers watch

• Create Playlists and Drive a Linear Viewing Experience

• Choose the Right Title and Thumbnail

• Build Up Subscribers

• Use Annotations and Cards to Keep the Viewer Engaged Throughout

• Create creative End Slates

What’s your score on these?

Some Audience Development Tools

Videos Suggestion (Related and Recommended) on the basis of the web browsing patters, video viewing pattern

Attractive Thumbnails

Cards are available on mobile devices and are a good way to drive engagement

Creative end-slates can ensure that the viewing session on your content lasts

SOME TOP NEWS CHANNELS ON YOUTUBE

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