Sharing video pp
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Justin Ernst
COMM 5007 Current Issues in
Social Media
Social Media
Idea oriented
Cost have decreased• Recording Equipment
• Editing Software
Comments
Keywords
Rankings
Viral
Promotion
“How to”
BreakDailymotionvidiLife
First YouTube video upload April 2005
In 2010, 13 million hours uploaded
35 hours of video uploaded every minute
78.5 of total video share market
Adapted to social media feel Oct. 2005
Ad dependent
Content Partners Program
Viewer Engagement
Large Audiences
Showcasing the Product
Creates strong connection
Video stimuli is more appealing
50%-80% of meaning is conveyed through
body language
More people are watching television than
reading
Internet is widely available
All ages can connect
Viewers can easily find new products
Can teach consumers how to use products
Offers vehicle for reviews through
comments
Creating a video is easy, creating an
appealing one isn’t
Paul Gillin• AEIOU Rule
Authentic
Entertaining
Intimate
Offbeat and Unusual
Authentic• Real people in real locations• Homemade feel• High production may lead to distrust
Entertaining• People enjoy fun content• Entertainment will carry product
Intimate• Humans interested in peers’ stories• Voyeuristic
Offbeat and Unusual• “Old Spice Guy” (Isaiah Mustafa)• Distinct and memorable • Challenge a taboo
How many people have left after..• The first ten seconds?
• The first thirty seconds?
• The first minute?
• The second minute?
By the ten second mark of a video,• 10.39% of viewers have left
By the thirty second mark of a video,• 33.84% of viewers have left
By the first minute mark of a video,• 53.56% of viewers have left
By the second minute mark of a video,• 76.29% of viewers have left
According to video distribution service, TubeMogul
Primary Sharing• Initial source of shared video• Usually done by video creator
Secondary Sharing• Super Bowl Doritos commercials• Early viewers share content Friends, fans, customers
Tertiary Sharing• Spread by people with no connection to original video
creator• Content that is sharable through many platforms
YouTube Partner Program• Focus on content first Constant theme
Established audience base
• Promote the channel Blog post
Merchandise
• Update frequently Numerous videos means more clicks
Keeps viewers coming back
• Keep up with analytics Know your demographics
YouTube cooking channel
YouTube Channel started in Sept. 2010
6,617,414 subscribers
750,830,440 views
Recently landed own TV show on FYI
Will online videos become the dominant
form of advertising and marketing over
television? Why or why not?
What are the pros and cons of allowing
viewers to skip commercials after a few
seconds?