www.magnetmediafilms.com MEASURING SUCCESS ON YOUTUBE 1
Measuring success on_you_tube_magnetmedia_matt_ballek
May 12, 2015
Matt Ballek, Dir. Strategic Distribution Services at Magnet Media, shared that video on YouTube, the #2 search engine, can be your value play in gaining attention and engagement and less costly and far less competitive than Google.
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www.magnetmediafilms.com
MEASURING SUCCESSON YOUTUBE
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MAGNET’S SOLUTION
Think Make Reach+ +Strategy Content Creation Distribution / Promotion
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www.magnetmediafilms.comSource: http://www.youtube.com/yt/press/statistics.html
More than 1 billion unique users visit YouTube each month
Over 6 billion hours watched each month
100 hours of video uploaded every minute
YouTube reaches more US adults ages 18-34 than any cable network
Mobile makes up more than 25% of YouTube's global watch time
YouTube is the 2nd largest search engine after Google
Obligatory YouTube Stats
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Optimization Promotion
Search
Platform
Paid
Earned
Owned
YOUTUBE OPTIMIZATION & PROMOTION
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ViewsEngagement >
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Bot Views
Misleading Thumbnails
Hidden Autoplayers
Tag Scraping
In the past it was easier to drive low quality views in order to appear on the YouTube homepage.
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Tube
Algorithm 2000
In the past few years, the YouTube algorithm has been factoring in watch time, comments, and likes/dislikes when displaying videos in search and related video positions.
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Videos with more engagement now outrank videos with more views alone.
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AVERAGE OVERALL TRAFFIC BY SOURCE
Direct/Mobile
Related Videos
Search
Embeds
Subscriber
Advertising
External URL
YouTube Channel
0 7.5 15 22.5 30
by Percent
Data provided by YouTube from over 1,500 channels
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AVERAGE WATCH TIME PER DAY
Subscriptions
Related Videos
Search
External Links
Embeds
0 15 30 45 60
Average Watch Time in Minutes
Data Provided by YouTube
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AVERAGE WATCH TIME PER DAY
Subscriptions
Related Videos
Search
External Links
Embeds
0 15 30 45 60
Average Watch Time in Minutes
Data Provided by YouTube
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AUDIENCE IS AT THE CENTER OF EVERY VIEW
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Viewers
Fans(Subscribers)
Super Fans
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Viewers
Fans(Subscribers)
Super Fans
Evergreen VideosTutorials
Q&A
Industry News
Bonus Videos
Behind the Scenes
Commercials
Collaboration Videos
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HOMEPAGEHOMEPAGE
OLD NEW
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YouTube.com/Audience16
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EngagePromoteOptimizeProduce
Keyword Seasonality
Keyword Research
Community Insights
Video Captioning
Video Meta-Data
Thumbnail Upload
Annotations
Social Promotion
Paid Promotion
Network Promotion
Comment Responses
Reporting
Moderation
Playlist Maintenance
YOUTUBE PROCESS OVERVIEW
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TARGET PROMOTION
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YOUTUBE AUDIENCE TARGETING
Interests
Demographics
Channels
Videos
Search Terms
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TARGETED YOUTUBE PROMOTION
KPI
Targeted placements drive an engaged audience to a defined goal
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EXAMPLE: ORABRUSH
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Search for “bad breath” on YouTube and Orabrush appears with both a paid and natural placement
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Once at the video, it contains clickable call to actions in multiple spots.
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Once at the video, it contains clickable call to actions in multiple spots.
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Clicking on any annotation takes viewers directly to a landing page to order their Orabrush.
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KPI
Targeted placements drive an engaged audience to a defined goal
TARGETED YOUTUBE PROMOTION
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