YouTube Marketing Key Takeaways from DGS3 (Video)

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Watch a replay of the YouTube Marketing Panelists at Digital Growth Summit:

[su_youtube_advanced url="https://www.youtube.com/watch?v=vZcdaimzLw0" width="800" controls="alt" showinfo="no" rel="no" fs="no" https="yes"] Rich DeMuro, Moderator, KTLA - Alex Hluch Writer/Camera/Editor DEFY Media - Robert Welkner, YouTube Personality, COIN-OP TV - Lamarr Wilson, YouTube Personality.


YouTube allows me to have a bigger impact, as compared to my previous position as a teacher. @LamarrWilson

What is the magic of YouTube?

YouTube allows me to have a bigger impact, as compared to my previous position as a teacher. It is a platform to connect people with people and to have a very wide reach. - Lamarr Wilson

With my film background, I find YouTube refreshing because the content can be uploaded immediately, after filming with even a cell phone. - Robert Welkner

YouTube is the first film platform that incentivized creators to expose their work. @TheAlexHluch

Deciding what to create is so much more community driven because the platform is very interactive. - Robert Welkner

YouTube is the first film platform in history that incentivized creators to expose their work. In every other platform prior, there were always middlemen between the content creator and the audience. - Alex Hluch [su_spacer size="1"]


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Bear in mind that YouTube is owned by Google and naming is very important. @CoinOpTV

Best YouTube marketing tips

In order to research the tags that others in your industry are using to make their videos get many clicks you can right-click on any YouTube page and select “Page Source” then search the .html for “video:tag.” This will list the tags in use for that video. Also, Social Blade publishes YouTube analytics for all sites. It rates and ranks sites and gives estimated earnings for each site. - Alex Hluch

The key to a popular YouTube channel isn’t the product, it’s the person. @LamarrWilson

Bear in mind that YouTube is owned by Google and naming is very important. Pay special attention to the first 3 words of the title of your video. - Robert Welkner

Make your channel revolve around a personality. The key to a popular YouTube channel isn’t the product, it’s the person, their personality and the audience wants a direct connection with that person. - Lamarr Wilson


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Transparency is key. If you are being paid for featuring a product, just say so. @TheAlexHluch

YouTube pitfalls

Transparency is key. If you are being paid for featuring a product, just say so. Make sure that your audience is happy with your content, in case that you decide to change platforms in the future. - Alex Hluch

If you are spending money on your YouTube content, it may make sense to spend on YouTube advertising. YouTube makes it very easy to target your audience in their ad buy program. - Robert Welkner


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You can shoot video on your iPhone that looks similar to much more expensive equipment. @RichDemuro

YouTube production quality tips

How do you minimize the expense of video marketing?

Even though I work in TV where we spend a lot of money on video, I have noticed that you can shoot video now on your iPhone that looks similar to much more expensive equipment, all you really need is a tiny tripod. I have a video that I recorded at work with my iPhone on my desk and a lapel microphone that got 13,000,000 views in 3 days. - Rich DeMuro

If people can’t hear you, they don’t care how good the quality of the content or your video is. @LamarrWilson

At this point, sound quality is more important than video quality, since most of us have access to very high end video cameras. If people can’t hear you, they don’t care how good the quality of the content or your video is. - Lamarr Wilson

Some of the free apps, such as YouTube Capture for the iPhone are excellent. You can use it to edit on your phone and upload to YouTube. - Robert Welkner

Use free apps, such as YouTube Capture, to edit videos on your phone and upload them to YouTube. @CoinOpTV

Consumers are very savvy. The pitfalls to look for are: poor audio quality, poor editing, excessive shaky-cam, poor framing, subjects that don’t make sense, clips that don’t move, aren’t quick. - Alex Hluch

Sometimes people are nervous to be interviewed on camera. I always remind them that they are experts and that the public is interested in what they have to say. - Rich DeMuro


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YouTube content ethics

I stay away from any social issues because there is a downside to every opinion that you express. @LamarrWilson

People can say even very bad things on YouTube and get a lot of views for it. However, if you are representing yourself, you are in a different situation that someone who is representing a brand. - Robert Welkner

People love controversy, however, for myself, I stay away from any social issues because there is a downside to every opinion that you express. - Lamarr Wilson


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Search Twitter, Instagram and Facebook to be sure that your name is available on all of the platforms. @CoinOpTV

How to build a brand on YouTube

What advice would you give someone starting new, building their brand on YouTube?

Find someone who is personable at your company and use them to represent your brand. - Lamarr Wilson

Before you sign up for your YouTube channel, search Twitter, Instagram and Facebook to be sure that your name is available on all of the platforms. - Robert Welkner

YouTube in its tutorials for creators suggests to have one stream of content, one topic of interest. @TheAlexHluch

YouTube itself puts out tutorials for creators. One thing they suggest is to have one stream of content, one topic of interest. Have a niche, mine it, and stay in that niche. - Alex Hluch

When you have your action defined, you may not need to limit yourself. For instance, I am a reviewer. I may review Oreos one day, and an iPhone the next day, but I am still a reviewer. - Lamarr Wilson


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Adding YouTube annotations & cards

Should you release free content on YouTube? and How can you contact people who have watched your videos?

You should be asking yourself: how can this video make my brand look hip and cool? @CoinOpTV

Now people are going to the creator side of YouTube and adding “cards” to their videos, which can be a Learn More link to your site, or watch more videos. They are displayed as a way to get your viewers to stick around and view some more. People come to YouTube for free content. It’s likely a mistake to try too hard to sell something you are risking turning off your viewers. You should be asking: how can this video make my brand look hip and cool? - Robert Welkner

Put free material on your channel and make people who are likely users aware of it, because that will start a chain reaction. - Lamarr Wilson


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YouTube video length tips

Optimal YouTube video length depends on the genre of video that you are creating. @TheAlexHluch

It depends on the genre of video that you are creating. A 7 minute review video is considered quite long. In the sketch comedy arena, anything over 3 minutes, people are going to tune out. In general narrative video should be 3-5 minutes. It matters very much how much of your video gets watched. - Alex Hluch

An Audience Retention tab is available on your YouTube back-end that shows exactly where during your video that people begin to drop off, and you can use that data to make improvements in subsequent videos. - Robert Welkner


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You can use AdSense to monetize your YouTube channel, but the real money is in brand deals. @TheAlexHluch

How to monetize YouTube videos

You can use AdSense, but the real money is in brand deals. - Alex Hluch

Get an AdSense account and link it to you YouTube channel. Every video on YouTube is getting monetized somehow, so you might as well stake your claim to that money. You may get contacted by a MCN, multi-channel network, then you should do some research to ensure that they are the right fit for you. - Robert Welkner

Make sure that your videos are at least 60 seconds long for marketing purposes. @CoinOpTV

If you have a product to sell, brand deals don’t make much sense. I don’t ever put AdSense dollars into my budget because they fluctuate so much. - Lamarr Wilson

Make sure that your videos are at least 60 seconds long for marketing purposes. - Robert Welkner

Do you have to reveal if you are being paid to review a product?

When I am doing a sponsored segment, I always indicate that in the first line of the description. @LamarrWilson

Technically per the SEC, you have to disclose. Also, as a rule of thumb you want to be as transparent as possible. - Alex Hluch

When I am doing a sponsored segment, I always indicate that in the first line of the description. However, I do not change my format depending on if the product is sponsored or not. For continuity, I keep the all the same. - Lamarr Wilson


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YouTube brand partnership metrics

How big does a personality brand have to be to attract sponsors or other brands? What is more important, number of views, number of videos, number of subscribers?

Brands look at consistent view count per video before offering a partnership. @TheAlexHluch

Brands tend to look at subscribers, however, I feel that it’s really about the views and the interactions. I started getting offers when my subscribers were at 50,000 or so. - Lamarr Wilson

I understand that they look at consistent view count per video. - Alex Hluch

Are there other sites where we should post our videos, other than YouTube?

It depends on the video. If you have a short video that is free content, then YouTube is the way to go. If you have created a short film or documentary, the Vimeo is the place to put that. Vine and Instagram have video as well. - Robert Welkner


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YouTube vs. Facebook video

Should you jump ship from YouTube and post your videos on Facebook?

Native upload is working great on Facebook now. However, you can not tell how long that will last. @LamarrWilson

You really have to do both, or all platforms that are at your disposal. - Alex Hluch

Native upload is working great on Facebook right now. However, you can not tell how long that will last once it becomes more popular. - Lamarr Wilson [su_spacer size="1"]


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I post 6-8 posts per day on Instagram. One post is about my products, but the rest are about cool things. @CoinOpTV

Instagram video vs. YouTube

How do you use Instagram as part of your YouTube strategy?

I use Instagram as a supplemental site will stills and questions from my videos. - Lamarr Wilson

I post 6-8 posts per day on Instagram. One post is about my products, but the rest are about cool, hip things happening in my industry. - Robert Welkner


YouTube Panelists DGS15