Schlagwort-Archive: Youtube

9 Steps to Get Millions of Views on Your YouTube Channel

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YouTube is the second most powerful search engine on the planet, and holds the top spot as the largest video network in existence.

The video site continues to grow more pervasive with the maturation of smartphone technology. Today, half of YouTube video views stem from mobile devices.

For this reason, and many others, YouTube is the master of reaching across generational boundaries to impact and engage members of GenX, GenY and GenZ. For example, YouTube currently reaches more 18-34 and 18-49 year-olds than any U.S cable network currently broadcasting.

Because of the popularity of the platform, influencers have spawned from the network and continually leave lasting impressions on their dedicated viewers. Studies suggest that recommendations from influencers are trusted 92% more than from celebrities or advertisements.

The trust factor brought forth by influencers is one of the most notable reasons as to why influencer marketing is so effective.

It’s not as simple as it looks

Leveraging influencers on YouTube is not as simple as it sounds. Because there are many performance and brand risks associated with YouTubers that need to be managed in order to deliver rockstar results.

YouTubers are legitimate masters of their craft and make their living by presenting themselves authentically. This means that brand interference regarding their voice or image is not normally welcomed.

Despite the challenges, brands and YouTubers can get along famously when the right partnership is forged.

The balancing act

By way of example, Google recently recruited famed YouTube influencer Lewis Hilsenteger from the channel Unbox Therapy to help make some noise about Android Pay.

The video depicted Lewis travelling throughout New York City, visiting destinations that accept the form of payment to prove that you could survive solely with Android Pay. This is a prime example of recruiting an influencer that expresses a brand’s message while maintaining their authenticity.

The video generated 1.7 million views while showing off the real-world capabilities of Android Pay.                     

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No doubt successful collaborations like these and the significant revenue generation potential spurred Google to recently acquire influencer marketplace Famebit.

The 9 key steps to get millions of views on YouTube

Below you’ll find nine steps that fast-casual restaurant chain Qdoba Mexican Eats took when engaging the YouTube audience for the first time.

The results were phenomenal (and, in full disclosure, delivered under the direction of, as well as executed by digital marketing agency Evolve!, Inc.).

If you’re planning on diving into YouTube to help grow your business, use this campaign as a model – it delivered 3 million views, 84K social engagements, and 200M potential impressions, all while adhering to strict brand guidelines and beating aggressive price targets.

1. Set your goals and success criteria

As with any marketing campaign, align your influencer marketing campaign with your overall marketing and sales goals.

Define success using quality metrics, such as messaging and how the brand is portrayed, as well as quantifiable targets such as cost per video view, average length of video view, number of targeted views, and cost per conversion.

2. Set a budget

The cost per view charged for YouTube sponsorships varies WIDELY, depending on factors such as audience size, reach, demographics, engagement, their industry vertical and genre, the type of sponsorship and length of integration, the YouTuber’s desire to work with a particular brand, and whether the talent is represented by an agency.

A good rule of thumb is to target a .04 – .07 cents cost per view (CPV) for video integrations and a .08 to .15 CPV for dedicated videos.

Brands should also set aside budget for content generation (landing pages, blog posts, prizes and and/or promotions), analytics software for tracking, a promotional ad budget, and manpower.

3. Create a theme and campaign messaging that supports your goals

It can be something as simple as capturing people’s excitement as they try delicious Qdoba entrees for the first time (#QdobaUnbox), or reveling in the occasions when More is Better (#MoreIsBetter), including indulging in Qdoba’s generous array of delicious toppings (#MoreFlavorIsBetter).

Evolve even created a contest celebrating Qdoba’s key differentiating factor: Free Guacamole (#FreeGuac).

Develop brand, and campaign-specific messaging, but leave ample room for YouTubers to exercise their creative license.

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Remember, integrations are NOT advertisements.  Videos that come off as too commercial tend to get panned in the comments and generate lower-than-expected view counts.

4. Establish your selection criteria

What constitutes a brand match?

Start with genres, industries and channel demographics, including age, sex and geography.

Does the campaign theme fit their interests? Do they create content that would resonate with or offend your audience?

Identify any influencers that meet this criteria, fall within the audience size that you are looking to engage, and begin the outreach process.

5. Develop a pitch letter

Be clear about the campaign requirements, and set expectations: Are you looking for an integration or a dedicated video?  What four or five key messages do YouTubers need to address in the video?  And what is your timeline?

Basically, what are the promotional requirements and is there any additional information you need from them when they respond to your proposal.

But bear in mind that people who have built sizeable, engaged followings can afford to be choosy about which brands they want to work with. You may want to excite them with something that’s unique about your brand.

Qdoba offered vloggers a summer of free food, in addition to the paid sponsorship.

6. Recruit enthusiastic YouTubers

This is perhaps the most time-consuming step, and the most critical to the success of your campaign.

You know you’ve hit gold when you’ve identified YouTubers who meet your brand criteria, like your brand and offer creative story lines, and sometimes bonus promotions in their response.

There are 3 routes to recruit YouTubers:

  • Outreach directly to the people you want to work with via the email listed on their YouTube channel
  • Work with talent agencies you know and trust
  • Solicit proposals through influencer marketplaces like Famebit, Grapevine Logic or Reelio

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7. Spell out everything in the contract

Flush out the creative before finalizing the contract, and include the type of integration, key messages, project timeline, the reviews process and video promotions.

YouTubers tend NOT to want the brand to weigh in on things like the Video Title or storyline outside the integration. On the same token, it is vital to be somewhat flexible when working with influencers on the creative direction of the content. These folks have built substantial followings that are enchanted by their unique voice. Setting too rigid of a structure that is outside the norm for influencers could result in a deal going south or a video not receiving the attention it deserves.

8. A/B test everything. Measure, tweak and repeat

Test various genres, campaign themes, messaging, calls to action, and amplification strategies. At this stage, we generally prefer to partner with YouTubers that have small but engaged audiences. This will allow you to get the most bang for your buck while simultaneously minimizing any potential losses for creatives that do not resonate with audiences.

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Measure campaign performance, focusing on actual video views, social engagements and cost per conversions, if that’s relevant. Pivot as needed and update projected outcomes.

We use several tools simultaneously, including Simply Measured, to monitor multiple channels to gain the most clear and comprehensive picture possible.

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9. Scale!

Once the campaign has been optimized, turn up the volume. Contract larger YouTube channels, and consider using contests or launching several videos at once to support product launches.

These introduce an added layer of complexity because they need to adhere to strict timelines and you potentially need to manage multiple videos at once. On the flipside, they also generally produce much more significant results, so while efforts will become more intricate, they will also become much more fruitful.

Qdoba A/B tested several concepts before running a two week #FreeGuac campaign, which drove 2.4 million video views. Participating YouTube vloggers invited their viewers to enter into a scavenger hunt contest for the chance to win cash prizes, free food and cool SWAG.

Contests like these are ideal for scaling a campaign as almost any marketing element that engages an audience on a participatory level is going to garner more attention compared to content that is merely observed through comments and shares. The contest subsequently resulted in Qdoba collecting over 10K contest submissions.

Wrap

As video continues to grow, YouTube is quickly transitioning into the premier influencer marketing channel. The power of video content is unmatched by its predecessors and influencer marketing, when managed properly, has the ability to permeate and engage an audience in unparalleled fashion.

The most challenging aspect of this discipline is that the rules of engagement are constantly in flux, meaning that for the best results, it is advisable to collaborate with specialty digital marketing agencies that work day-in and day-out crafting influencer strategies on YouTube that resonate, sell, and make a brand’s efforts worthwhile.

9 Steps to Get Millions of Views on Your YouTube Channel

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SayMore – not a new Tariff from T-Mobile but Call Strangers On The Phone by YouTube’s Brent Hurley

 

Somewhere between texting and video chat, the mobile phone stopped being a phone. But there’s a special intimacy unique to simply talking to someone, and early YouTuber Brent Hurley wants to bring it back with SayMore. His new app lets you browse pre-made discussion topics, preview the profile of a conversation partner, and start a free VOIP call with them. You know, so you can just talk about your feelings.

Backed by Brent’s brother, YouTube co-founder Chad Hurley, plus its early CFO Gideon Yu and biz dev wizard Chris Maxcy, SayMore is now available on iOS.

While it might be novel to chat up a stranger, attempts in the meatspace like Highlight and over video like ChatRoulette and Airtime have petered out. SayMore will need a way to keep people coming back to blather or home in on some truly lonely users who need the company of strangers. Otherwise, it might see its line go dead.

IMG_1666Once you fill out a brief profile blurb, SayMore gives you a curated list of things to talk about. Some examples include:

  • Eurozone: What’s next for Greece and the EU?
  • Fashion: Share tips on how to spruce up your summer wardrobe!
  • Technology: Is Uber good for the world?
  • Parenting: What can I do to give my kids a leg up in this world?
  • Trending: Is social media bringing us closer together or driving us apart?

Pick one you like, vet the person you’ll connect with, and you start the call with one tap. For privacy, you never enter your phone number or see anyone else’s, or their last name. The calls run with HD voice over cellular or Wi-Fi for free, and sound better than a normal phone call.

If you’re the only one interested in a topic right now, SayMore lets you select it and a couple other topics you’re into, and choose how long to be available for someone to call you. Then you can go about your day and wait for a ping.

Conveniently, when I first tried using SayMore, I got connected to Brent. I’d picked through some of the tech topic prompts and chose one about “Startup Founders: What’s keeping you up at night?”

Brent came up with SayMore after an inspired conversation with the guy next to him on a plane. We gabbed about whether people really needed another way to communicate. Brent explained that it can be tough to cut through the manicured success theater people purport on a place like Facebook, but the power of voice can trigger real emotions.

SayMore COnvo“We do think that humans are social creatures by nature,” Brent says. SayMore is there “Anytime they want to have a deeper connection rather than posting a status update where people might just Like it or retweet it, but there isn’t a dialogue that takes place.” He concludes, “the current social networks are more broadcast platforms.”

Eventually, SayMore wants to let you friend the people you chat with “to create a conversation graph — a new friend list centered around conversations.” Then when you have something you want to talk about, you could send the topic out to all your SayMore friends, and whoever’s free could jump on the line with you. That could be the answer to how SayMore avoids people getting bored of strangers and never coming back.

Still, with all the vivid communication mediums and other digital distractions, it’s hard to imagine SayMore occupying people’s time. It’s nice to imagine people looking up from their phones and taking a stroll through their neighborhood, observing life outside the screen while they chat about something they care about. But the reason people love texting is that phone calls take energy to keep alive. Most people would rather just bury their face in something mindless like Candy Crush, or browse their News Feed where there’s no pressure to create, just consume.

Loneliness and alienation are real problems worth solving. But SayMore will have to fight the current as everyone says less.

http://techcrunch.com/2015/07/21/saymore/

Youtube Periodensystem Erfolgsfaktoren

 

 

 

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Für effektives Online Marketing ist YouTube eine der wichtigen Plattformen überhaupt, leider wird sie aber noch zu oft vernachlässigt. Keine Frage, in Sachen Entertainment kann YouTube im Internet niemand das Wasser reichen. Allerdings stellt sich die Frage, warum einige Videos erfolgreicher werden als andere. Die Reichweite, die YouTube bietet, lässt sich für mehr Traffic, für besseres Branding oder auch für eine Steigerung von Sales sinnvoll nutzen. Doch wie werden Videos erfolgreich? Liegt es an der Einbindung auf Websites oder in sozialen Netzwerken? Oder spielt YouTube selbst doch die größte Rolle?

Videos gehen nicht einfach so viral

Bekannt ist YouTube bei den meisten für die viralen Videos, egal ob Klavierkatze oder Gangnam Style. Aber einerseits ist das nur schwer oder in Ansätzen planbar und andererseits ist ein virales Video keine nachhaltige Strategie, um zum Beispiel eine Marke oder ein Produkt langfristig und nachhaltig aufzubauen.

Mit dem YouTube Periodensystem aus der Infografik hat man jetzt aber eine kleine Checkliste an der Hand. Sie zeigt welche Faktoren besonders entscheidend sind, damit ein Video viel Aufmerksamkeit bei den Zuschauern erregt.

Und ganz ehrlich: bei den meisten Elementen denkt man sich direkt, dass man da auch selber hätte drauf kommen können. Aber das ist ja meistens das Problem, bis man darauf gestoßen wird. Eine Checkliste oder Übersicht wie die YouTube Rankingfaktoren als Periodensystem helfen oft weiter, da man sich daran abarbeiten kann. So vergisst man die wichtigen Punkte nicht.

Beteiligung ist extrem wichtig

Die wichtigsten Elemente in der Kategorie Engagement sind die Shares, Likes und Comments. Nun könnte man natürlich sagen, dass das ein schöner Rankingfaktor ist, aber doch nicht direkt beeinflussbar. Und genau das ist der falsche Ansatz, denn wie bringe ich die Leute dazu, mein Video zu teilen oder zu kommentieren?

Ganz klar, ich wende mich aktiv an sie im Video und provoziere eine Reaktion. So kann ich diese Reaktionen aktiv steuern und mir auf diese Weise die nötigen Rankingfaktoren beschaffen, damit mein Video gesehen wird.

Natürlich lässt sich nicht jedes Element direkt aktiv beeinflussen, aber dieYouTube Rankingfaktoren als Periodensystem bieten einen guten Ansatz, um sich über seine erfolgreichen und nicht erfolgreichen Videos Gedanken zu machen und so zu erkennen, welche Elemente noch beachtet werden müssen. Vielleicht finden einige so die Anregung, um ihre Videos attraktiver zu vermarkten.

YouTube nicht unterschätzen

Die Produktion von Content für YouTube ist mit Sicherheit aufwendiger als das Verfassen von Texten, sofern man nicht an einem kompletten Buch arbeitet. Und so sind viele eher abgeschreckt, wenn es darum geht, gute Inhalte für YouTube zu produzieren. Das ist unter anderem auch ein Problem, warum viele Firmen und Unternehmen auf YouTube nicht oder nur sehr zögerlich aktiv sind.

Diese Angst ist aus meiner Sicht unbegründet. Niemand erwartet die Ablieferung eines Films, der auch einen Preis gewinnen könnte. Wie bei vielen anderen Inhalten im Web steht auch bei YouTube der Mehrwert für die User im Vordergrund. Wenn ein Video einen konkreten Nutzen bringt, dann ist wird es sich auch verbreiten.

Wichtig ist, dass man nicht nur die wichtigsten Hebel innerhalb von YouTube kennt. Es kommt auch darauf an, dass man im Vorfeld alles richtig macht und dafür sorgt, dass der Inhalt des Videos sehenswert ist, weil er für die User nützlich ist. Wer diesen Effekt erzeugt, steigert die eigenen Chancen, mit seinen Videos erfolgreich zu sein.

quellen:

http://webvideo.com/de/periodensystem/

http://bjoerntantau.com/infografik-youtube-rankingfaktoren-als-periodensystem-24072013.html