Using YouTube as a marketing tool

As A Marketing ToolMay 31, 2014

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•  Ordinary Name: Simon Kaheru !

•  @skaheru!

•  Simon Kaheru!

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The point here is: note the consistency of my

brand presentation. It makes what I say authentic if you follow my thread

consistently over time

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How YouTube Works

a community website that features video submissions from many publics. Ordinary

people and professionals simply upload videos and share them - some of their

own creation, some copied.No pre-screening

Official arrangements

YouTube channels

Copyrights yet no barriers

My personal uploads - a funeral service speech that allowed family to ‘attend’ the event; my

daughter’s message to family

What’s Up There?

Personal Videos

Political communication

Raw footage

Popular culture

Cats

a wide range of videos created by professionals,

amateurs, children, druggies, drunkards, fools, animals <— in no particular

order

Naughty

Documentaries

Movies

News

There is no

hierarchy of content

and no prioritisation

either. Almost anything gets up

there onto YouTube, with the only restrictions being hard pornography

and violence. I suspect there is a process of screening out

negative content but it happens after you’ve uploaded (of course).

MATHS

Nielsen says YouTube reaches more US adults (18-34) than any

cable network!&!

I’m waiting on the research from Uganda to compare with

Bukedde TV, NTV, NBS and UBC

6,000,000,000 Hours viewed monthly

Numbers from youtube.com, May 2014

100 Hours uploaded every minuteMore than 1,000,000,000

unique users visit YouTube each month

YouTube is localised in 61 countries and across more than 61 languages

But it’s obvious which has more reach…YOUR concern should be WHO

your content reaches, which is why local TV

still scores some points

Mobile makes up about

40% of YouTube’s global watch

time

Fresh updates anytime

Big Brands like Coca-Cola get it and stay fresh and dynamic. They use their own channel and manage content with a consistency you can only admire. PLUS, they have many different channels, some targeting specific markets

Clipped from the web using the Grab App

What’s Up Africa?

Even the ‘small fry’ make a name

for themselves

Copied from youtube.com

This chap is the perfect example of a micro-blogger who has created a meaningful, popular presence on YouTube

(though his subscriber numbers are surprisingly low

Set Trends & Influence

Dance the Antenna: This competition gripped the world and was successful in setting a superb trend and cementing the fact that African music has gone

global thanks to YouTube

Image clipped using Grab and watched hundreds of times by me alone

Set Trends & InfluenceImage clipped using Grab and also watched hundreds of times by me alone

The success of the ‘Antenna’ dance tells the story very well - YouTube it with creativity and you explode!

It is very possible that many ‘plus-size’ chaps

started dancing again

because of this particular

video

Go further than your local TVQuickCheap

Easy

Permanent

Full Controlled

Innovative

Creative

Global

IS…

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Uganda

Create. Represent. Realise.

Thanks

Simon Kaheru Lead Analyst

[email protected] 0792 800 080

@skaheru