youtube_marketing
Differences
This shows you the differences between two versions of the page.
Next revision | Previous revision | ||
youtube_marketing [2018/12/11 07:10] – created hkimscil | youtube_marketing [2018/12/13 09:17] (current) – [Adwords account] hkimscil | ||
---|---|---|---|
Line 1: | Line 1: | ||
+ | ====== Business use of youtube ====== | ||
+ | ===== Video and business ===== | ||
{{sns_youtube_use.jpg}} | {{sns_youtube_use.jpg}} | ||
+ | |||
+ | * Videos can be embedded in your web pages. | ||
+ | * Target customers (consumers) ~ audience | ||
+ | * Who are they? | ||
+ | * ages, education levels, works, etc. | ||
+ | * into tailored video content on a proper channel (medium). | ||
+ | * The more you involve them, the more likely they are to remember the video. | ||
+ | * Where are they on-line or off-line? | ||
+ | |||
+ | < | ||
+ | |||
+ | {{tablet.search.google.vs.youtube.jpg|Figure 12-2}} | ||
+ | Figure 12-2 | ||
+ | |||
+ | < | ||
+ | |||
+ | ===== The importance of content ===== | ||
+ | __**The importance of content for any companies.**__ | ||
+ | |||
+ | **Create awareness.** Initially, viewers likely have no idea who you are or what you offer as a product or service. You want to elevate their knowledge of you in the fastest way possible. Think of the video content at this stage as a short YouTube commercial. It’s different from regular ads and TV commercials because it may provide annotations and web links for viewers seeking more information. In other words, you won’t leave them hanging. If you’re going to advertise on YouTube, content at this stage may be perfect for your campaign. | ||
+ | |||
+ | **Generate interest.** Think of endorsements or partnerships. If you’re big enough — or rich enough — you’re talking about celebrity endorsements. | ||
+ | |||
+ | **Build credibility.** Building credibility usually necessitates adding tutorials and longer videos that take the time to describe product details. Don’t be surprised to see a 30-minute longer-form video at this stage perform as well as shorter-form content at an earlier stage. | ||
+ | |||
+ | **Remove objections.** Having collaborators producing tutorials are great for not only building trustworthiness but also removing potential objections. Sometimes, though, you need something different from a tutorial, perhaps videos that describe how your product or service benefited the customer. This is where you make the sale happen, so make sure it counts. | ||
+ | |||
+ | **Provide a service.** After your prospective channel viewer has turned into a paying customer, you may think that your YouTube work is done. Not exactly. Remember that if customers love their experience with you and your business, they’ll likely buy from you again, and again, and again. One way to ensure this level of loyalty is __to make the experience they have with you and your brand after the sale a rewarding one__. We’re talking about customer support and service. This is where YouTube can truly shine. Your customer will no doubt have questions about your product, application scenarios, maintenance, | ||
+ | |||
+ | Effective content doesn’t have to be all about products, either. American Express (https:// | ||
+ | |||
+ | ===== Community and content creators ===== | ||
+ | People who talk about you and your products (services) | ||
+ | {{brand.vs.creator.channels.jpg}} | ||
+ | |||
+ | __**Having friends talking about you is better than your talking about yourself.**__ | ||
+ | |||
+ | * Include their content in your playlists | ||
+ | * Comment on their channel | ||
+ | * Respect their independence. | ||
+ | * Consider sponsorship or another type of promotion | ||
+ | |||
+ | Brands vs. vlogers | ||
+ | Beauty brands own a surprisingly small share of YouTube’s audience. | ||
+ | Beauty brands need to consistently create a wider variety of YouTube content — and more of it. | ||
+ | Beauty brands aren’t being found on YouTube. | ||
+ | Audience engagement is the key to beauty-brand marketing success on YouTube. | ||
+ | |||
+ | ===== Advertising ===== | ||
+ | TV advertisement | ||
+ | * According to the [[https:// | ||
+ | * [[https:// | ||
+ | * [[:super bowl ads 2018]] | ||
+ | * [[:the best super bowl ad by ad age 1]] | ||
+ | * [[:the best super bowl ad by ad age 2]] | ||
+ | * [[:the best super bowl ad by ad age 3]] | ||
+ | * [[:the best super bowl ad by ad age 4]] | ||
+ | * [[:the best super bowl ad by ad age 5]] | ||
+ | |||
+ | Digital Ads | ||
+ | [[https:// | ||
+ | **__Snapchat__** | ||
+ | * For %%$%%5.6 million, a bit more than Fox is reportedly asking for, advertisers could buy 90 Snapchat Discover takeovers (at roughly %%$%%62,200 each) that let brands sponsor a publication' | ||
+ | * According to Essence, a national sponsored Snapchat lens, the fun colorful filters that overlay selfies, costs roughly %%$%%329, | ||
+ | * {{youtube> | ||
+ | * {{youtube> | ||
+ | **__Homepage takeovers__** | ||
+ | * 35 homepage takeovers on ' | ||
+ | **__Buzzfeed__** | ||
+ | * [[http:// | ||
+ | * [[wp> | ||
+ | **__Video impression__** | ||
+ | * https:// | ||
+ | * {{youtube> | ||
+ | |||
+ | [[https:// | ||
+ | [[https:// | ||
+ | |||
+ | < | ||
+ | |||
+ | The difference between | ||
+ | * owned | ||
+ | * earned | ||
+ | * paid | ||
+ | |||
+ | ==== Integrating YouTube with Other Campaigns ==== | ||
+ | === Cross-media integration === | ||
+ | To see what an effective integrated business campaign might look like on YouTube, look no further than the campaign put together by the NBA (www.youtube.com/ | ||
+ | |||
+ | * Content generation: The NBA updates its YouTube content quite frequently, often releasing custom highlights just for its YouTube audience. It’s a useful example of how to repurpose TV content for a YouTube audience. | ||
+ | * Promotion integration: | ||
+ | * Video optimization: | ||
+ | * Channel monetization: | ||
+ | |||
+ | YouTube isn’t television (or cable) | ||
+ | {{tv.vs.yourube.jpg}} | ||
+ | |||
+ | ====== Youtube advertising as advertiser ====== | ||
+ | [[https:// | ||
+ | [[https:// | ||
+ | [[https:// | ||
+ | [[https:// | ||
+ | |||
+ | In-stream ads | ||
+ | In-display ads | ||
+ | |||
+ | ===== Adwords account ===== | ||
+ | https:// | ||
+ | https:// | ||
+ | |||
+ | ===== Targeting ===== | ||
+ | |||
+ | |||
+ | ====== Youtube advertising as publisher ====== | ||
+ | |||
+ | |||
+ | |||
+ | |||
youtube_marketing.1544479816.txt.gz · Last modified: 2018/12/11 07:10 by hkimscil