Best Practices

Understanding YouTube Video Advertising Formats

Promoting your video through AdWords for Video is a great way to help increase the size of your audience.

YouTube and AdWords For Video calls it’s family of ad formats TrueView. With TrueView ads, you only pay when a viewer actively selects your video, or chooses to continue watching a video when it first loads as they browse video content. There are 3 TrueView formats.

TrueView In-Search Ads:

Previously known as “YouTube Promoted Videos,” In-Search ads work. When a user searches for a predetermined keyword, the ads appear in a yellow box, above the organic search results, to entice users to click on the videos. The yellow box includes a thumbnail from your video, a headline and two lines of text. As an advertiser, you only are charged when someone clicks on the ad and starts watching the video.

In the example below, a user searches for the term “smartphones” and is served with an ad for the new Windows phone.

TrueView In-Display Ads:

In-Display ads are shown based on what the user is watching, instead of what the user is searching for. Just like In-Search ads, advertisers are charged when someone clicks on the ad and starts to watch the video. In the below example, the user is watching a video about makeup tips and Maybelline has a video ad in the right side panel.

TrueView In-Stream Ads:

In-Stream ads are video pre-rolls that occur when users are browsing for other content. After 5 seconds, the user has a choice to skip the video and continue to watch their content. Advertisers pay if the user watches at least 30 seconds of the video or to the end of the video if it’s shorter than 30 seconds. Check out the example below.

Video Embed:

Next week we’ll dive in on YouTube advertising basics to help you set up first campaigns.

Let’s Talk Budget

Budget—It’s the thing that always comes up.

While I wish I could solve everyone’s financial obstacles with a winning lottery ticket, I can provide examples of best practices that should save you money.

Plan Ahead

With some advance planning and attention to logistics, you can cut your costs considerably.

One way to accomplish this is by capturing footage that can be utilized across multiple/future projects.

For example, after Kmart developed a new denim line, the company wanted to produce a video that would educate employees about the new line. Executive Producer Ryan asked if this information would be good for Kmart customers, too. Kmart replied with a yes.

Instead of doing one shoot for one video, Kmart did one shoot, during which footage for multiple videos was captured.

Step one: The Kmart team looked at what they needed.

Step two: They considered how that footage could be re-edited, what other footage could be captured at the same time, and how that footage might be used in the future.

The following is a video example of Kmart’s pre-shoot, forward-thinking. The company had a photo shoot planned for its “2013 Money Can’t Buy Style” print campaign. What else could it do to optimize the shoot? Capture behind-the-scenes footage with the models and others involved.

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The Problem with the new YouTube comments and forced Google+ features

YouTube comments historically have brought out the worst in people. They have a reputation of being hate filled, abusive, and full of spam. Take a look at any popular video on YouTube and you’ll see plenty of NSFW trolling and nonsensical chatter so YouTube has been under pressure as of late to attempt to clean up their commenting system.

In response YouTube has pushed people to use their real identities and  launched a new commenting platform powered by Google+. To create a comment on a video on YouTube now a user must attach their YouTube channel to a Google Plus identity. Comments from the video’s creator, popular personalities and Google+ connections will rank above other comments, along with comments that receive many likes and replies.

The changes have sparked outrage across the Internet. A petition on has garnered almost 30,000 signatures in the first day.


You can no longer just go to your YouTube inbox to see your comments you have use the Google+ notification system a setting buried deep in Google+. I’m in favor of cleaning up spam and malicious comments but this seems like a misstep because it’s so confusing.  You will no longer get notifications of new comments in your YouTube inbox instead you are forced to create a Google+ page just to moderate and receive notifications which is at the heart of the confusion.

This is nothing new, any time Facebook and other social networks make major platform changes there is temporary outrage until users adapt to the learning curve. But these changes feel different, Google is so desperate for Google+ to succeed as a social network because they have invested so much time and money that forcing YouTube users into the platform seems counterintuitive when YouTube has historically been a successful social network in it’s own right.



Twitter: Do You Get It? Does Twitter?

Twitter’s IPO last week arrived the day after Dish Network announced that it will close its remaining Blockbuster Video stores—which was then followed by Twitter users making jokes about unreturned Blockbuster rentals from 1998. . . .

Aside from last week’s timing, what do these two companies have in common?

That old saying about what you do with what you have comes to mind.

Blockbuster was a powerhouse. It should have led the online video distribution revolution and it should have adopted the HBO model of creating its own content, which Netflix (and many others) adopted.  Instead of doing something with the clout it had, Blockbuster passed on an opportunity to buy Netflix in 2000, and was blind to the changes coming on the horizon.

Twitter is a powerhouse today, with an uncertain future on its horizon.  What will it do with what it has?

A key challenge for its future? Ensuring that current and potential users understand how it can be used—i.e. what users can do with what Twitter has.

I have friends who don’t use Twitter. They see it as a pointless time suck or a forum for hateful exchanges (a la the comments following sports or political or . . . well almost any kind of article these days—where humanity’s worst in class go to one-up others and make themselves feel better).

My friends don’t get it.

They don’t know how to use it.

In What The Dog Saw, Malcolm Gladwell spends an entire chapter on Ron Popeil and his family, on the art of the pitch and sell. Why was his family so successful? He explained how to use the product. It didn’t just slice and dice . . . :

Like most great innovations [the Chop-O-Matic] was disruptive. And how do you persuade people to disrupt their lives? Not merely by ingratiation or sincerity, and not by being famous or beautiful. You have to explain the invention to customers- not once or twice but three or four times, with a different twist each time. You have to show them exactly how it works and why it works, and make them follow your hands as you chop liver with it, and then tell them precisely how it fits into their routine, and, finally, sell them on the paradoxical fact that, revolutionary as the gadget is, it’s not at all hard to use.

That’s what Twitter needs to do. Explain Twitter, the ways it can be used, and its ease of use, over and over. Read Full Post »

7 Questions on Social Media With Denise Roberts McKee

You can hear from Denise McKee and other great presenters at a virtual event brought to you by the Online Marketing Institute on November 15th from 2:00-2:50 Eastern. Please visit the #LEARNDigital page for more information. Click here to read more interviews from the Online Marketing Institute presenters.

We are excited to welcome Denise Roberts McKee to our expert interview series today. Denise is the Chief Operating Officer at About Face Media, which creates brand storytelling initiatives for the web, told through the lens of independent film’s most acclaimed documentary filmmakers.

Prior to joining AboutFace, Denise cofounded the companies LimeLife, Inc., a publisher of mobile media for women, and Stunt Puppy Entertainment, an independent developer of CD ROM games focused on the children’s market. As vice president of LimeLife, she worked with leading brands such as Time-Warner, NBC Universal, Bravo TV New Media, and Rachael Ray, for launches across all major North American carriers.

With Stunt Puppy Entertainment, she served as COO as the company developed four Number 1 ranking titles, including “Barbie Nail Designer” and “Barbie Gotta Groove” for Mattel, as well as the inaugural “Dora the Explorer” CD ROM adventures, and oversaw all production, financials and acquisition of new business development, focusing on licensor driven content for such entities as Disney/Buena Vista Games, Atari/Infogrames and Leapfrog Toys.

Also a speaker, Denise brings her years of experience, working with leading brands, to conferences and seminars worldwide, with a focus on content development and marketing

7 Questions on Social Media With Denise Roberts McKee

1. How did you get your start in the industry?

I have been in the digital communications industry for over fifteen years. My career began in the animation field, developing animation for the scoreboard and video game sectors, working with over 50 professional sports teams and interactive animation production for Disney, Mattel and Nickelodeon. From there, I moved into content strategy, development and publishing for the gaming and mobile industries, working with major brands and licenses, for companies such as Disney/Buena Vista Games, Atari/Infogram and Leapfrog Toys.

2. What is the biggest challenge facing your industry?

Clutter. As content development and distribution continues to evolve, with new formats and channels emerging, strategies and budget lag behind. Brands have to navigate through their own clutter to identify the stories that make the most sense for sharing, and then they have to make a path through the clutter of 24/7 content being pushed toward their target audience and figure out how to be seen, heard, shared, and remembered. The challenge is: How best to develop successful, engaging content for multiple channels in a timely, efficient and cost-effective manner?

3. What is the method to your blogging success? What inspires your blogs?

Our posts focus on practical advice, culled from our own personal experiences and lessons learned while dealing with content strategy and development. We also offer insights into the documentary film world, including industry news and developments.

4. What do you think is the future of social media?

Social media has existed throughout history, whether in the form of the town crier or the town gossip. Sharing is a part of who we are, so it’s future is definite. It will exist. The question to consider is: How will social media exist in the future? Without time travel, it’s hard to tell.

5. What advice would you give to someone who is just starting out?

Be willing to “work your way” up the industry ladder. Don’t expect to walk directly into a major position of prominence. Find ways to increase opportunities to hone your skills by donating your time and social media expertise to non-profits in your area who are sorely in need of marketing assistance. It’s a win-win as you’ll get hands-on experience while helping a worthwhile organization meet their mission within the community.

6. Where can we find you on the web/on Twitter/Facebook/etc.?

AboutFaceMedia Facebook

AbouFaceMedia Twitter

AboutFaceMedia Website

AbouFaceMedia YouTube

AbouFaceMedia Blog


7. What do you think is the most important takeaway from your session?

Take time to address the basics before you begin creating any content. It sounds like a given, but you’d be surprised by how many skip this piece. I guarantee you that taking the time upfront will save you time/resources/budget down the road.

This post originally appeared on Business 2 Community.

Optimizing YouTube Metadata: Titles, Descriptions & Tags

YouTube is the world’s second largest search engine trailing behind only Google itself. Part of the way YouTube indexes videos is with the use of metadata. Metadata is an ambiguous term that really means “data about data”  but in the YouTube world we are referring to the video title, description, and tags of a video. We’ve said it before, but it’s worth noting again. Online videos are not inherently searchable. It’s imperative that you surround your videos with text that web crawlers can find. YouTube won’t know what your video is about until you tell it. It’s critical to making your videos discoverable for views from search and related videos.

YouTube Video Title:

The most important piece of the metadata puzzle is the title.  YouTube says “Make it compelling – this is your video’s headline. Title and thumbnails are often the primary elements driving viewers’ decisions of what they’ll watch next. If your video’s title showed up in a search, would you click on it?” But the reality is the title is much more important than this. Beyond watch time this is the number one most important thing you can do to help your video become more discoverable.

To illustrate the importance consider the following example. A generic search on YouTube for “financial advice” yields results of videos with “financial advice” directly in the title.


Do a few other searches on YouTube and you’ll get similar results, so put your self in the shoes of one of your potential viewers. What would they be searching for if they were looking for this type of content? In most cases you’ll want to stay away from being too creative and steer more towards being literal.

YouTube Video Descriptions:

Your description is your chance to give more context to your viewers and search engines to the subject matter of your content. There’s lots of room so use it!

The structure I prefer is…

  • 1st Paragraph: Describe the video.
  • 2nd Paragraph: Describe the video series.
  • 3rd Paragraph: Describe the channel and / or video.
  • 4th Paragraph: Link to other content.

A few things to keep in mind:

  1. Order Matters: Only the first few sentences appear in search results. Put your important keyword rich text up front.
  2. Use Links: YouTube descriptions are one of the few places you can link off of YouTube to drive traffic to your website, social networks and other videos on YouTube and encourage subscribers.
  3. Use a recurring keyword tagline: Your second and third paragraphs can be consistent across your video series or your channel.
  4. Use Timestamps: For longer form content, adding timestamps can help your viewers navigate to the parts of the video that are important to them.

YouTube Tags:

Last year YouTube eliminated public tagsto reduce spam and discourage people from copy and pasting tags from popular videos to manipulate their rankings but YouTube tags remain an important way to help YouTube index your videos and help others find them.

  1. Order Matters: As with the description the tags you put up front are the most important.
  2. Include Keywords from your title: Whatever you titled your video should be repeated here and in your video description.
  3. Quantity: While YouTube doesn’t give a specific suggestion of how many tags to use I like to use a minimum of 8 – 12.

To generate a good list of tags I use the following tools and strategies.

  1. The YouTube keyword suggestion tool and the Adwords Keyword planner  can help give you related tag suggestions and an idea of search volume.  Remember you want a list of general and specific tags so don’t get too caught up if some of your tags doesn’t have much search traffic.
  2. Another great strategy is to just perform a few search queries on YouTube. What kinds of videos are showing up for the term you wish to be ranked?

Bonus Tip:

Even though it’s behind the scenes the title of the file you upload matters. So instead of uploading a video with a name like 100NCD40_Edit4.MOV take the time to retitle your file something more descriptive with a keyword like bestfinancialadvice.MOV before you upload your video.

None of this is going to make your corporate videos “go viral” but neglecting to put some thought into your metadata is pretty much guaranteeing that your videos won’t be seen by anyone.  It’s a little bit of art with a little bit of science and there is no “right” or “wrong” metadata. The best you can do is to tell YouTube a little bit about your videos and let YouTube Analytics be your guide to what is working and what isn’t working and make adjustments.


Off to the Races

The Riverwest 24 is one of the coolest bike races you’ll ever come across. Add hundreds of bikes, thousands of spectators, and one really cool neighborhood in Milwaukee, and the result is 24 hours of pure cycling joy.

Capturing the race as a short documentary proved just as exciting and challenging.

The race had several aspects that needed to be covered: the race itself, Bonus Checkpoints (stunts and games played by the racers to gain extra laps), and the spectators—all needing to be filmed at the same time. Not an easy task.

Let’s take a step back.

Enter Nicole LaBrie, a fashion designer with a passion for cycling—and our hero for this story. For every race story, there’s a prologue—the training, the struggles, and so on. In this case, the prologue revolved around Nicole’s last day before the race, at home, getting her head in the game. Naturally, we started off following her home from work—on what else, but her bike.

Shooting out of the Jeep.

The key to filming someone on a bike is to have the right “chase car”.  I prefer Jeep Wrangler’s, Pickup Trucks, or my wife’s minivan.  Having the right vehicle to shoot from is essential.  These types of vehicles are great because they allow the camera operator flexibility and openness, in getting a wide variety of camera angles while on the move. In this case, we popped the top on the Jeep and started riding.

When race day hit, there was a lot to prep before the race started at 7pm.

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Guide to Creating YouTube Video Captions

Google and other search engines learn about the content of your webpages with the help of a web crawler. Web crawlers, or web spiders as they are sometimes called, are bots that scan the text of  webpages to learn what they are about, enabling search engines to index that text, and provide the best results for any user’s search query.

Videos aren’t Inherently Searchable: You Have to Surround Them with Text

The technology used to scan hasn’t caught up with online video. If a bot came to your website or YouTube video, it would know that there was a video, but without the accompanying text, it has no idea what the video is about. That’s why it’s important to surround your videos with text. Doing so helps web crawlers obtain the information needed for your videos to be found in searches.

There are many ways to do this, including adding optimized metadata You also can give those bots additional context by adding video captions.  Though captions were designed for those who are hearing impaired, they also are useful tools to improve the search ability to your videos. Read Full Post »

YouTube for Nonprofits

“Don’t be Evil” is Google’s informal corporate slogan—one that can’t be questioned when it comes to the Google for Nonprofits program in particular.

The program offers additional features and highly-discounted—or free—products across multiple platforms to eligible 501(c )(3) organizations.

The Google Nonprofit program extends to the YouTube Nonprofit Program, which gives nonprofit channels access to features that are usually reserved for brands spending large amounts of money and partner YouTube channels that are monetizing their videos.

Setting Up Your YouTube Nonprofit Channel

1. Upload Custom Thumbnails

A compelling thumbnail can be the difference between viewers clicking on your video or ignoring it, and clicking on someone else’s YouTube search, and TrueView ad formats.

Members of the YouTube nonprofit program can upload custom thumbnails, which gives them the flexibility to use an image that’s more representative of their content, instead of the three default thumbnails that YouTube pulls.

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What Kind of Video? What Kind of Flaw?

For every flawed video you’ve seen, there’s a creative team and an account executive that thought “This is a great idea”—and then fell victim to one of the “Three Fatal Flaws of Online Video.”

1. The traditional TV Ad or Entertainment-Centric Approach

For the online video that uses a creative and entertainment-centric approach of a traditional TV Spot or viral video, the fatal flaw usually lies in one of two places, if not a combination of both:

a) Irrelevant Creativity and/or

b) Forced, Not-So-Funny Humor

This Claussen’s Pickle spot is a perfect example of a TV ad-style video that partially falls prey to these flaws:

I say partially because, although I personally didn’t find it terribly funny, it’s possible someone got a chuckle or two out of it—and it did manage to convey that Claussen’s pickles are never heated and always refrigerated.

It was arguably successful, and arguably a failure. The danger in this approach is that all the over-the-top “adventurenearing” and “dog sled in a grocery store” wackiness can end up more goofy than humorous. More forced than funny.

More to the point, you run the risk of forced creativity getting in the way of the messaging. Read Full Post »

Setting Up Your YouTube Channel: Custom YouTube Thumbnails

A great thumbnail is an important first step to help set your videos apart from the crowd in search and in TrueView video ad formats.

These custom thumbnails are available to YouTube channels that are verified and in good standing.

To verify your account, start by following the instructions on YouTube’s Account Verification page.

Once you’ve verified your account, you’ll notice the “Custom Thumbnail” button below the three preselected thumbnails from the video edit screen.

YouTube has published the following visual guidelines for thumbnail optimization:

• Clear, in-focus, hi-resolution (640px x 360px min., 16:9 aspect ratio)
• Bright, high-contrast
• Close ups of faces
• Visually compelling imagery
• Well-framed, good composition
• Accurately represents the content.

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Chipotle, Lightly Branded With A Side Of Sales

Still from "The Scarecrow" Image credit: Chipotle.

Chipotle served up a winning combination this past week: minimal branding paired with a compelling story, via its new 3 ½ minute animated video “The Scarecrow.”

The media and social hubbub surrounding the video’s release has mostly been about two things: 1) that the Fiona Apple cover of “Pure Imagination,” from Willy Wonka , is good/bad and 2) that the scant branding Chipotle used in the video will/will not work.

I’m happy to let anyone else weigh in on the Fiona Apple cover.

But on the branding side…

In the video, the Chipotle name and logo appear ONLY at the end. The debate about the branding revolves around whether or not audiences will even get that Chipotle is behind it.

One take, against the minimal branding, via USA Today:

One marketing professor has his doubts. Sure, it will likely attract lots of downloads, says David Stewart, marketing professor at Loyola Marymount University. “But hiding a brand name, especially in the digital world, is probably not a way to grow sales.”

Let’s examine that hypothesis.

On the video views side, the video has been out for a few days and already has MILLIONS of views, so it certainly seems on its way.

On the sales side, it is too soon to tell how the campaign, which won’t air on television—it’s online only—has impacted sales.

However, there are examples of companies that have done this in the past with success.

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Maintaining Your YouTube Channel Feed: Engaging Your Community

One strategy that can go a long way to foster the online community we are all working so hard to create and engage, as well as to stay on the top of mind with your subscribers, is to optimize your YouTube channel feed.

The channel feed broadcasts your activities to your subscribers. Think of it the same way you would think about your Facebook news feed or Twitter feed. It’s a digest of activity from channels you subscribe to. Just as you wouldn’t ignore your Facebook feed it’s imperative that you don’t ignore the activity you are broadcasting on your channel feed.

The channel feed is the first thing you see when you log in to YouTube. Right away, I can see recent activity from the channels to which I subscribe.

The first step to maintaining an engaging channel feed is to understand how it works and which activities are broadcasted to the feed. The default settings share everything, including:

• When you upload a video
• When you like a video
• When you add a video to a playlist
• Channel posts
• When you comment on a video
• When you favorite a video
• When you subscribe to a channel

If you’re not comfortable sharing that much information, you can opt-out by navigating to the connected accounts portion of your account settings and unchecking any of the boxes.

Depending on the channel and my goals for the channel, I usually don’t change the defaults because the more active I am on YouTube, the more chances I have that my subscribers will click through and watch one or more of my videos. However, I do my best to avoid being too active within short periods of time, to avoid overwhelming subscribers with activity. Think of this the same way you do your Facebook news feed. It’s sometimes annoying when your feed seems filled with updates from one person or organization.

You will also have to make sure you aren’t keeping your likes and subscriptions private. This option can be found in your privacy settings.

It’s best to upload content on a regular schedule, but sometimes the powers that be (ie budgets) don’t allow for that much content, so broadcasting this type of activity will keep you in top of mind with your subscribers.

1. Set a schedule for your activity: If you upload videos once a month, you can curate content from other channels or create channel posts to fill in the gaps.

2. Spread out your activity: If you perform multiple actions within a single session they get aggregated into a single post. Try liking a related video (even if it’s your own) in the morning and then creating a playlist of videos in the evening.

3. Be a part of the community: People are more likely to check out your videos if you are active. Watch other videos, favorite other videos, like other videos, comment and be a part of the conversation on other videos.

As you convert viewers to subscribers, maintaining an active feed drives viewers to new uploads and legacy content that you surface. And, being an active member of the YouTube community can fill in the gaps when you may not have as much new content to share.

Amplifying Your Story with Audio Assets

Video and audio are two separate—and equally important—assets.

Poor audio quality is the equivalent of an out-of-focus image. The trick is to capture the sound without getting in the way of story.

The traditional production audio setup includes a sound operator running the audio sources through a mixer and then into a multi-track recorder. The sources are then sync’d to the camera using timecode.

We keep the setup simple by recording a shotgun microphone and wireless lavaliere directly into the camera.

Documentary subjects often aren’t used to being filmed, so keeping the crew small and the big intimidating audio equipment back at the office, helps put them at ease.

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Getting the Biggest Bang for Your Video: Your First Steps (Skip at Your Own Risk)

You’ve been handed the task of creating video content. Excellent! Video is hot, it will go viral, this will be fun, let’s start shooting!

Not to be a Debbie Downer, but before grabbing that camera and burning through time and money, you need to stop, take a moment and ask yourself three key questions:

1. What are the marketing objectives?

What, exactly, do you want to accomplish with this content?

This is the cornerstone of every content development strategy. Don’t skip it. It has to be in place before anything else can be built. It is the ultimate filter through which all “killer” ideas must pass (see Question #3 below).

Before Can-Am launched its new model, in its Spyder line of three-wheel vehicles, the company set its objectives. It wanted to build on its social presence, via a branding and cultural focus, with the goal of showing how well-suited the Spyder is for the adventure-seeker’s lifestyle.

From that clearly-stated objective came a series of videos, featuring five riders from around North America, which made up The Spyder Five. These five riders spoke to Can-Am’s social objective, showing real riders, how they use the vehicle, and their unscripted experiences.

In addition, blog posts accompanied each video release, along with social media support, through a Spyder Five Facebook and Twitter presence.

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How to create annotations on YouTube videos

YouTube annotations are clickable text overlays right on your YouTube videos. You can use annotations to:

  • Increase Engagement
  • Give more information about your video
  • Help navigation with links

You can see examples of the four basic types of YouTube annotations in the video below including speech bubbles, notes, spotlights and video pauses.

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Setting Up Your YouTube Channel: How and Why to Create Playlists

Now that you have your YouTube channel looking good it’s time to start organizing your content so it’s easy to find both for viewers and for search engines.

Why create playlists?

Playlists are an essential part of any YouTube strategy.

1) YouTube Playlists are indexed within search twice.

This makes it more likely that a viewer will discover your content. The videos featured within the list are featured on their own and then a second time within the context of the playlist.

In the example below, a search query for “conversations on style,” the title of a video series About Face Media did for Kmart Fashion, you’ll notice that the individual video AND the playlist with the same video, appear in the search results.  Two listings—rather than one— increases the chances that viewers will click on Kmart’s content instead of on its competitors’ videos.

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The Venn of About Face

What kind of content is useful when it comes to video content marketing?

We think this diagram represents a pretty good answer:

The red circle represents all (or most) of the video that fosters brand conversation in a way that serves a marketing function—from traditional advertising spots, to news stories, to video blog posts, and so on.

Now, if the video that’s fostering that brand conversation isn’t authentic or true (is outside the blue circle), but IS entertaining, relevant, and interesting (overlaps with the gold circle), you enter into the territory of (branded) entertainment. Pepsi Max’s “Test Drive” video featuring Jeff Gordon is a great example of this: a highly entertaining video that was ultimately shown to be a “hoax” and that garnered a ton of views and buzz because of its entertainment value and the fun of discovering it’s hoaxed nature. A typical, CGI and Special Effects-heavy Superbowl ad would also fall into this category.

On the other hand, if the “Fosters Brand Conversation” video is true and genuine, but lacks relevance and interest to any discernible audience, it will be boring (pretty much by definition) and likely only ever viewed by those compelled to watch it. Think boring corporate videos forced onto employees.

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Setting up Your YouTube Channel: Artwork

By now all YouTube channels have been forced over to the new One Channel layout.  If you were caught off guard there are only a few steps to take to get your channel in shape and looking great.

The first step is uploading your artwork. Your artwork consists of a simple banner across the top of your channel as well as a channel icon that represents your channel across YouTube in other places.

Designing Your Banner

Your channel banner is your chance to brand yourself and convert viewers into subscribers.

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More than 100 hours of video are uploaded to YouTube every minute.

In 2011 YouTube announced that 48 hours of video are uploaded every minute. Last year they announced that that number had grown to 72 hours. One short year later and that number has ballooned to more than 100 hours of video every single minute, that’s more than 4 days worth of video every sixty seconds according to the official YouTube blog.

Those numbers are staggering when you consider that YouTube has one billion active users. If your target demographic exists, I promise you that is on YouTube. With YouTube accounting for nearly 20% of US internet traffic and YouTube clearly winning the video SEO war, it’s too big to be ignored.

What does that mean for your marketing videos? It means that shiny new video you worked so hard on doesn’t have a chance unless you put in the extra effort to make your videos discoverable and by investing heavily in promotion.