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Learn How to Expand Your Brand into Video and Gain a Global Presence - Beth Le Manach

Jul 15, 2015

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Page 1: Learn How to Expand Your Brand into Video and Gain a Global Presence - Beth Le Manach

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Page 2: Learn How to Expand Your Brand into Video and Gain a Global Presence - Beth Le Manach

• Similar to early days of cable.

• Background in television- Scripps Networks

• Launch of HGTV. “Will people really watch that?”

• Niche programming has become hyper-niche online

• National recognition vs. Global recognition.

• Network owns the content vs. Creator owns the content

• Global Scale + Shift in Power=

The Real Game Changer

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Page 5: Learn How to Expand Your Brand into Video and Gain a Global Presence - Beth Le Manach

• 130+ videos across food and entertaining

• Upload 1 video per week

• 175K subscribers/ 500K views per month

• 85% female / 15% male

• 70% Millennial audience 18-35 (benefit of YouTube)

• 40% Mobile 40% on Desktop 20% on Tablet

• 50% US Audience / 50% International

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Fish where the fish are!

Biggest video platform on the planet

1 billion unique users per month, and growing!

It’s free. Anyone can have a channel.

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It’s transparent. Only social platform with a DISLIKE button

You always know where you stand with the audience

Second Largest Search Engine

How to paint a room, How to cut onion, etc

Highly-Engaged Audience

Fans will “show up” for you in ways you can’t imagine.

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• Have a “Value Proposition”

“Minimum effort, for maximum impact.”

• Be Yourself

It’s your competitive edge!

• One Talent/One Focus.

YouTube works best at the niche level.

• Talk “To” the Audience

Users want to have an “experience with you” on

YouTube, not watch you have an experience with

someone else.

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• Be consistent with uploads.

Pick a day and stick to it. Create “appointment”

viewing in an “On Demand” platform.

• Competing for Mindshare:

Most users subscribe to 80-200 channels

• Commit to 1 Video a Week

More important to be consistent. Algorithm favors

consistency

• Create an intro video.

“Movie trailer” to new subscribers. Sets expectations

for newcomers.

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• YouTube very forgiving of production quality.

Personality is more important.

• iPhone6 - a Canon 5D Mark III

• Canon Rebel cameras a great start! Invest in the

lenses.

• Use natural light. Looks better. Takes less skill

• Use an external microphone. Not the camera mic.

• Bad audio less forgiving than bad video

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• Use a camera with a flip monitor. Ability to

check your framing and composition while

filming.

• Store your media on an external drive.

Not on your computer.

• Learn a simple edit program. iMovie or Final

Cut X.

• Apple store great resource for editing classes.

Or Final Cut King.

• If “hiring out” hire a great shooter and learn to

edit yourself.

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• If “You Build it, They Won’t Just Come”.

• Blogs generate views, but hard to convert to

subscribers. Not their native platform.

• You are building a new audience on YouTube

• Be a “user” subscribe to 10 channels and learn the

platform. It will give you ideas.

• Collaborate with other YouTubers.

• Leverage your blog traffic or social accounts to appeal

to more established YouTubers.

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• Be consistent! Don’t confuse your audience.

• Embrace Google+. Join communities

associated with your vertical and share your

videos there.

• Take advantage of the native video player on

Facebook to reach more of your organic

audience.

• Create teaser videos or Behind-the-Scene

videos

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• Pre-Rolls/Overlays on videos. CPM based $2-$4.50

• Brand Deals with advertisers. Most lucrative. Video a

priority for most brands today.

• Affiliate Commissions through Amazon, and eBay

programs.

• Merchandise links (Totes/T-Shirts, Mugs)

• Fundraising through YouTube Tip Jar, Subbable and

Patreon

• “Off YouTube” content syndication.

YouTube a “Power Hub” for all your revenue streams

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• YouTube skews young. 13-34 key demo.

• This demo has grown up on YouTube.

• They are transitioning from girlhood to womanhood.

• Getting first apartments, getting married, starting families.

• New life changes require new role models.

• They are turning to the platform they’ve trusted for the last

10 years.

• Beauty tutorials and Outfits-of-The Day…. to How Do I Cut

an Onion or Paint a Bookcase.

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Page 23: Learn How to Expand Your Brand into Video and Gain a Global Presence - Beth Le Manach

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• It will challenge you in every way. Personally,

emotionally, and technically.

• There WILL BE TEARS. (happens to everybody!)

• You will want to give up. BUT DON’T!

• You will get better at it! It is a learned skill.

• You figured out Facebook, Twitter,

Instagram and Pinterest……Next Stop, YouTube!

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