Youtube as a Media Channel
- 1. Prepared by: Yuliya Antimirova Shweta Bhat Abhinav Mahajan 05.02.2018 Social Platform Analysis 1
- 2. Why is YouTube a lucrative business platform? YouTube creates a unique value proposition to integrate, to engage and to be recognized. Compensation for creators YouTube is the only platform that provides compensation to the creators as compared to the other platforms like Facebook or Instagram which use third parties Recognition There are 3 awards: a Silver Play Button (100,000 Subscribers), a Gold Play Button (1 million Subscribers), and a Diamond Play Button (10 million Subscribers) Social media integration YouTube allows content creators to integrate their channel links on other platforms to boost their views Source : Shane, Dakota. “5 Reasons Why YouTube May Be Social Media's Greatest Success Story.” Social Media Explorer, 22 Feb. 2017, socialmediaexplorer.com/content-sections/cases-and-causes/5-reasons-youtube-may-social-medias-greatest-success-story Image Source: Five Things You Didn't Know About Digital Ad History.” Think with Google, Google, www.thinkwithgoogle.com/intl/en-cee/insights- trends/industry-perspectives/five-things-you-didnt-know-about-digital-ad-history
- 3. Demographic Breakdown of YouTube users in Canada 96% 80% 50% 21% Younger Canadians Gen x Baby boomers 70+ Age division of YouTube Consumers 70% 15% 12% 3% 0% 20% 40% 60% 80% You Tube Vimeo Vivo Others Video channels watched by Canadians 48%32% 14% Single Device 2 Devices 3 Devices Device usage patterns of Canadians YouTube is the most used video channel Canadians of all age group use Video streaming Canadians use multiple devices to access YouTube Source : Powell , Chris. “Nearly 70% of Canadians watch YouTube monthly (Report).” Marketing Magazine Nearly 70 of Canadians watch YouTube monthly Report Comments, 11 Nov. 2015, marketingmag.ca/media/nearly-70-of-canadians-watch-youtube-monthly-report-161240/. 3
- 4. The key reasons to use YouTube for the business objectives are creation of a strong emotional connection through videos with the customer and building brand personality. Capturing attention and generate engagement Leveraging events and promotions World wide accessibility Social Media marketing Integration Product demonstration Building brand personality Building a strong emotional connection with the customer through the video tool Community creation Wide choice of tools to attract customer attention in videos 4
- 5. The best time and day for the YouTube channel activity are based on the lifestyle of the audience. The days with the highest viewership are Sunday and Saturday, while the most busy season is Winter. Monday 2 pm – 4 pm Tuesday 2 pm – 4 pm Wednesday 2 pm – 4 pm Thursday 12 pm – 3 pm Friday 12 pm – 3 pm Saturday 9 am – 11 am Sunday 9 am – 11 am YouTube viewership is the highest in winter months from October to February with a decrease in March. Overall viewership on YouTube dips in May and September when the majority of YouTube’s users, which are in large part school age people and young adults, are either finishing or starting school, sports seasons, vacations and/or doing lots of outdoor activities that tale more free time. 5Source: Best days and times to post on YouTube. Matt Gielen. 2015. http://www.tubefilter.com/2015/01/12/best-days-times- to-post-youtube-videos-yearly-calendar/
- 6. Metrics used to analyse YouTube channel 6 Real Time Report: It provides estimated views in the last 48 and 60 hours to measure spikes, if any Traffic Sources: It shows various sources and amount of traffic from each source Demographics: It showcases the age group and where the content is geographically more relevant & popular Playback Locations: It presents total views based on location where the video was played Subscriber rate: It provides the number of subscribers that were gained or lost based on each video Number of Shares: It displays on which platform the video was shared and the number of times it was shared Watch Time: Measuring views along with the total time spend on the content is crucial Source : Hayes, Mark. “YouTube Analytics: 10 Key Metrics to Track and Improve Video Performance – Shopify.” Shopify's Ecommerce Blog - Ecommerce News, Online Store Tips & More, Shopify, 10 Jan. 2018, www.shopify.ca/blog/6763696-youtube-analytics-10-ways-to-track-video- performance. Average view duration : It shows an average time to customer spent on the specific page (video) Drop-off Point: tells when people stopped watching the video and clicked away. Likes/Dislikes: provides a customer attitudes/opinion on the video Subscribers Lost: the number of times that users unsubscribed from a channel. Videos Added To/Deleted from Playlists: The number of times that videos were added to or deleted from any YouTube playlists. Uniques :The number of unique viewers that watched a video.
- 7. YouTube Analytics Service YouTube has a analytics service which provides detailed insights regarding your channel about your viewers(geographic, time-related, content specific) as well Earnings, Traffic Sources & Audience Engagement The most popular reports are: Engagement reports: Lets users see viewers, subscribers, likes, dislikes, comments and sharing which in turn helps understand and target users. It also helps you track from where your users accessed your video(Social Media, YouTube search bar) •Earnings report: It is an inclusive report containing total views and earnings for your channel, the most profitable ad formats. This graph provides details like the moments on the video where was fast forwarded or rewind, the moment where your audience stopped watching the video 7 Source :“YouTube Analytics basics - YouTube Help.” Google, Google, support.google.com/youtube/answer/1714323?hl=en&ref_topic=3025741 Image Source: Haran, Raghav. “YouTube Analytics 101: The Complete Guide To Getting Started.” Single Grain, 5 Dec. 2017, www.singlegrain.com/blog- posts/analytics/complete-guide-to-youtube-analytics
- 8. YouTube is a powerful tool in both B2C and B2B models. However, it can bring a more beneficial effect to the B2C organizations 8 Benefits to B2B Benefits to B2C YouTube Massive Audience YouTube Massive Audience Use it to re-purpose content Use it to re-purpose content Grow your audience internationally Grow your audience internationally Higher visibility on Google Higher visibility on Google Make money with Ad-Sense Possibility of content going viral Social Media Integration for content Access to a wider breadth of audience Source: GREEN, BEN . “3 Differences Between B2C and B2B Social Media Marketing.” The Oktopost Blog, 11 Dec. 2017, www.oktopost.com/blog/differences-b2c-and-b2b-social-media-marketing/.
- 9. Successful YouTube brands’ strategies 9
- 10. Expected costs for organizational purposes and the link to create a business channel on YouTube Opening and verifying an account on YouTube does not incur any costs but there are additional costs involved with regards to advertising and promotion of the content Another aspect of the cost structure is how and where the ad is being displayed: Display ads, Overlay ads, Skippable video ads, Non-skippable video ads, Bumper Ads, Sponsored cards. The link below helps you get start your YouTube Channel https://sproutsocial.com/insights/how-to-create-youtube-account/ 10 Source: McLeod, Betsy. “How Much Does YouTube Advertising Cost?” Blue Corona, 15 Sept. 2017, www.bluecorona.com/blog/how- much-does-it-cost-to-advertise-youtube. Source: “How Much do YouTubers Make?” Penna Powers, 19 Mar. 2015, www.pennapowers.com/how-much-do-youtubers-make The nature of the cost Cost Advertising $0.10 to $0.30/Ad Salary Approx. $18/CPM Sponsorships $30-$80/CPM