Are YouTube`s Brand Channels Right for You?

Are YouTube’s
Brand Channels
Right for You?
Introduction – Page 3
A Fledgling Platform Grows Up. Fast. – Page 4
Opposites
Attract?
The Launch of YouTube
One Channel. – Page 5
Something
can’t help
but notice:
YouTube’s
goal of getting
Let’s Take we
a More
Detailed
Look at
the Changes.
– Pages 6 - 1 0
people to hang out on its platform for as long is possible is the
What Does This Mean for Brands? – Page 11
exact opposite of Google’s model. Since Google’s inception, it
has
focused
on getting
users off of
its site as quickly
as possible
Brand
Channels
Can Change
Everything
(Or Nothing).
– Page 12
— find what you need, click on a link and go. To fulfill this mission,
How to Make the Most of YouTube One Channel. – Pages 13-17
they source, organize and deliver information faster than anyone
else.
So whenRules
did YouTube
Google’s counter-intuitive
Six Ground
– Pagebecome
18
stepchild? Our educated guess: when their seemingly opposite
The Future – Page 19-20
aims proved to be both complementary and profitable.
Appendix: What’s New – Pages 21-24
Sources – Page 25
About Engauge – Page 26
Skip ahead to the POV
Are YouTube’s Brand
Channels Right for You?
Chances are you’ve heard of these three videos, and that’s because they’ve all “gone viral,”
achieving viewing numbers in the millions that transformed them from a quick audiovisual jaunt
into a cultural phenomenon. But how did they reach this much-coveted social status?
The answer:
YouTube.
“Call Me Maybe.” “Call Me Maybe.”
“Ain’t Nobody Got Time for That.” “Ain’t Nobody Got Time for That.”
“Ouch, Charlie!”
“Ouch, Charlie!”
Chances are you’ve heard of these three videos, and that’s because they’ve all “gone viral,”
achieving viewing numbers in the millions that transformed them from a quick audiovisual jaunt
into a cultural phenomenon. But how did they reach this much-coveted social status?
The answer:
YouTube.
> http://www.youtube.com/watch?v=AsBsBU3vn6M
> http://www.youtube.com/watch?v=Nh7UgAprdpM
> http://www.youtube.com/watch?v=HE4FJL2IDEs
3
FLEDGLING PLATFORM GROWS UP. FAST.
AA Fledgling
Platform Grows Up. Fast.
Since its birth in 2005, YouTube has been growing at a rapid rate. A mere five months after the video-sharing
Since its birth in 2005, YouTube has been growing at a rapid rate. A mere five months after the video-sharing
platform launched, a Nike ad featuring Brazilian soccer sensation Ronaldinho became the first upload to
platform launched, a Nike ad featuring Brazilian soccer sensation Ronaldinho became the first upload to garner
garner one million views. It was clear YouTube had instantly and dramatically established its presence in society.
one million views. It was clear that YouTube had instantly and dramatically established its presence in society. It
It soon caught the eye of Internet giant Google, who acquired it in 2006 (yep, just one year after it launched)
soon caught the eye of Internet giant Google, who acquired it in 2006 (yep, just one year after it launched) for
for a whopping $1.65 billion — cha-ching.
a whopping $1.65 billion — cha-ching.
Fast forward (slightly) to May 2007, when Howard Davies-Carr uploaded “Charlie Bit My Finger” — aka “Ouch,
Fast forward (slightly) to May of 2007, when Howard Davies-Carr uploaded “Charlie Bit My Finger” — aka
Charlie!” — a 56-second video whose 130 million views made it the most watched on YouTube at the time.
“Ouch, Charlie!” — a 56-second video whose 130 million views made it the most watched on YouTube at the
Six years later, more than one billion people were doing “the pony” as “Gangnam Style” became YouTube’s most
time. Six years later, over one billion people were doing “the pony” as “Gangnam Style” became YouTube’s
viewed video — a title it still holds. Expectedly, the platform and types of content being created have evolved
most viewed video — a title it still holds. Expectedly, the platform and types of content being created have
through the years and, due to YouTube’s impact on society, video sharing has been forever changed.
evolved through the years and, due to YouTube’s impact on society, video sharing has been forever changed.
Header Goes Here
The first video posted
2006
Chad Hurley
registered
YouTube launched its
In September 2005,
to the site, “Me at
the trademark, logo and
beta site in May 2005.
YouTube got its first
the Zoo,” was only 19
domain of YouTube on
one million-hit video.
seconds long.
Valentine’s Day 2005.
Through YouTube, billions of people from all walks of life can discover, watch and share originally created
videos online. Not only has it become the premier video platform in lessView
than
but it has
also
grown
the10
restyears,
of the timeline
in our
appendix
to be the number two search engine in the world. In fact, one third of all online activity is spent watching videos,
and viewers spend more time watching them on YouTube than the other top five online video players combined
(AOL, Facebook, VEVO, Yahoo! and Hulu). Nearly 100 hours of video are uploaded every minute on YouTube,
Through YouTube, billions of people from all walks of life can discover, watch and share originally created
which receives more than 1 billion unique visits and active users each month. Additionally, YouTube reaches
videos online. Not only has it become the premier video platform in less than 10 years, but it has also grown
more 18- to 34-year-olds than all other cable networks in the United States.
to be the number two search engine in the world. In fact, one third of all online activity is watching videos, and
viewers spend more time watching them on YouTube than the other top five online video players combined
(AOL, Facebook, VEVO, Yahoo! and Hulu). Nearly 100 hours of video are uploaded every minute on YouTube,
which receives more than 1 billion unique visits and active users each month. Additionally, YouTube reaches
more 18- to 34-year-olds than cable networks in the United States.
4
THE LAUNCH OF YOUTUBE ONE CHANNEL.
YouTube One Channel Goes Live
It’s been more than six months since YouTube launched its new design, One Channel. In addition to enabling
This March,
YouTube
launched
its newthe
design,
One Channel.heavily
In addition
consistent
consistent
branding
across
all devices,
new modifications
focusto
onenabling
converting
viewers branding across
all
devices,
the
new
modifications
are
heavily
focused
on
converting
viewers
into
subscribers.
into subscribers.
Sohow
howhas
does
roll out
of One
Channel
affectthe
theplatform
future oftothe
platform?
theitpast,
hasInbeen
seen
of One
Channel
affected
date
and howInwill
affectYouTube
its future?
the past,
So
thethe
rollout
primarilyhas
as abeen
place
for brands
toashouse
videos
— essentially
a videos
dumping
for avideo
content.
Users
not
YouTube
seen
primarily
a place
for brands
to house
— ground
essentially
dumping
ground
fordid
video
stay
on
the
channel
for
long,
neither
to
watch
additional
branded
videos
nor
to
interact
with
other
subscribers.
content. Users did not stay on the channel for long, neither to watch additional branded videos nor to interact with
Brands
struggled Brands
to strategically
and
dynamic content
and drivecontent
peopleand
to the
channel
other
subscribers.
struggled
to consistently
strategically create
and consistently
create dynamic
drive
peoplepage,
to the
which
we
don’t
see
changing
(well,
not
yet
anyway).
But
the
One
Channel
updates
are
intended
to
help,
as
channel page, which we don’t see changing (well, not yet anyway). Yet the One Channel updates are intended to
YouTube
is attempting
to become
more ofmore
a social
by emphasizing
channel
pages pages
and encouraging
help,
as YouTube
is attempting
to become
of adestination
social destination
by emphasizing
channel
and
fans
to
subscribe
for
more
ongoing
engagement.
encouraging fans to subscribe for more ongoing engagement.
Sowhat
whatprompted
promptedYouTube’s
YouTube’sshift
shiftininfocus?
focus?IsIsititpossible
possibleYouTube
that YouTube
was seeing
riskother
fromsocial
other platforms
social
was seeing
risk from
So
platforms
and that’s
is driving this
completely
unexpected
experience?
with its new approach,
and
that’s what
drovewhat
this completely
unexpected
experience?
Perhaps,
with itsPerhaps,
new subscriber-driven
subscriber-driven
approach,
YouTube
is
making
a
strong
play
against
Facebook
and
Twitter,
which have
YouTube is making a strong play against Facebook and Twitter, which have successfully been acquiring
followers
successfully
acquiring
followers
start.brands
Socialinto
media
users
have space
been letting
brands
into through
their
from
the start.been
Social
media users
have from
beenthe
letting
their
personal
for years,
whether
personal
space
for
years,
whether
through
posts
appearing
on
a
Facebook
news
feed
or
images
on
Instagram
posts appearing on a Facebook news feed or images on Instagram feeds. YouTube is now following suit, as
feeds. YouTube
is now
following
as subscribers
are able
to their
view home
more branded
content its
directly
from their
subscribers
are able
to view
more suit,
branded
content directly
from
pages. Whatever
motivation,
home
page.
Whatever
their
motivation,
YouTube
is
clearly
attempting
to
become
more
of
a
social
destination,
YouTube is clearly attempting to become more of a social destination, encouraging fans to subscribe to channels,
encouraging
fanson
tothe
subscribe
to share
channels,
spend
more
on the platform,
share
content for
with
their
platform,
content
with
theirtime
communities
and return
frequently
convenient
conspend
more time
community
and
return
frequently
for
convenient
content
delivery
and
recommendations.
tent delivery and recommendations.
5
LET’S TAKE A
MORE DETAILED
LOOK AT THE
CHANGES:
6
1
MORE SUBSCRIBERS, PLEASE.
LET’S
TAKE
A MORE DETAILED
AT THEbiggest
CHANGES:
Gaining
subscribers
is now one LOOK
of YouTube’s
priorities, a goal made all the more
obvious by the ubiquitous presence and promotion of the “subscribe” button on every
MORE SUBSCRIBERS, PLEASE. Gaining subscribers is now one of YouTube’s biggest
page. In doing this, YouTube is more aggressively encouraging its users to subscribe to
priorities, a goal made all the more obvious by the ubiquitous presence and promotion
channels and
return
frequently)
to view
simply
watching a
ofbrand
the “subscribe”
button
on(ideally,
every page.
In doing
this, content
YouTubeversus
is more
aggressively
video and then
leaving
the platform.
encouraging
its users
to subscribe
to brand channels and return (ideally, frequently) to
view their content versus simply watching a video and then leaving the platform.
So how is subscribing different now? Once a user subscribes to a brand’s channel page,
Sothe
how
is subscribing
different
now?
a user subscribes
a brand’s
channel
brand’s
videos and
updates
will Once
automatically
appear onto
that
user’s guide
and
page, the brand’s videos and updates will automatically appear on that user’s Guide
home page. Subscribing makes it easier for users to navigate to the channels they love,
and home page. Subscribing makes it easier for users to navigate to the channels
as branded
content iscontent
conveniently
delivereddelivered
right to their
pages.
Forpage.
brands,
they
love, as branded
is conveniently
righthome
to their
home
subscribers
are much more
valuable
standard
since
the former
For
brands, subscribers
are much
morethan
valuable
thanviewers,
standard
viewers,
since the
watch
twice
as
many
videos
as
the
latter.
former watch twice as many videos as the latter.
BEFORE
AFTER
7
2
A TRAILER TO DRIVE CONVERSIONS.
A new
TRAILER
DRIVEisCONVERSIONS.
The for
newbrands
trailer to
feature
The
trailerTO
feature
the best opportunity
convert
is
the
best
opportunity
for
brands
to
convert
viewers
into
viewers into subscribers. This fancy update enables brands to highlight
subscribers. This fancy update enables brands to highlight a
a video that plays only for non-subscribers. The viewer lands on a channel
video that plays only for non-subscribers. The viewer lands on
and,
without and,
prompting,
trailer video
tovideo
play. In
the ideal
a channel
withoutthe
prompting,
the begins
“trailer”
begins
to
scenario,
its
riveting
content
instantly
wins
over
the
viewer
and
—
play. In the ideal scenario, its riveting content instantly wins over
the—
viewer
voila — he or she subscribes.
voila
he or and
she —
subscribes.
8
3
A GREAT USER EXPERIENCE — ANYWHERE, ANYTIME.
YouTube’s previous design and functionality restricted brands’ appearances
across devices, as there was no uniform look. This ultimately hindered the viewing
experience for users. One Channel, however, is designed to work across all devices
A GREAT
USER
EXPERIENCE
— anywhere,
anytime.
YouTube’s
previous
Whether
it’s Android
or iOS, mobile
Web
or TV, small
screen or
and
platforms.
design and functionality restricted brands’ appearances across devices, as
large, the One Channel design scales, enabling viewers to enjoy the same visually
there was no uniform look. This ultimately hindered the viewing experience
compelling, entertaining experience anywhere, anytime. The obvious goal here:
for users. One Channel, however, is designed to work across all devices and
Increase
theWhether
amount of
viewers
engage
withWeb
YouTube
even when
platforms.
it’stime
Android
or iOS,
mobile
or TV,content,
small screen
or
they
are
on
the
go.
large, the One Channel design scales, enabling viewers to enjoy the same
visually compelling, entertaining experience anywhere, anytime. The
obvious goal here: Increase the amount of time viewers engage with
YouTube content, even when they are on the go.
According to Nielsen data, YouTube usage on smartphones mirrors the desktop usage for
18- to 34-year-olds, and 1.5 billion hours of video are watched on YouTube every month from a mobile
device. With statistics like these, it’s no wonder that usability was a key focus for YouTube’s updates.
9
4
AN OPEN INVITATION TO SPEND
MORE TIME TOGETHER.
While YouTube has always been a place for housing and
watching videos, the platform never really focused on keeping
AN OPEN INVITATION TO SPEND MORE TIME TOGETHER.
users on the site. One Channel changes that. Now users —
While YouTube has always been a place for housing and
who are really
more
like
audience
— keeping
are actively
watching
videos,
they
never
reallymembers
focused on
users
time
on
the
platform
viewing
encouraged
to
spend
more
on the site. One Channel changes that. Now users
— who are
really
more
likeYouTube
audienceOne
members
—update
are actively
encouraged
content.
Every
Channel
supports
this
to
spendgoal.
moreFor
time
on the both
platform
viewing content.
Every
primary
example,
subscriptions
and trailers
YouTube
Channel
updatetime
supports
primary goal. For
were put One
in place
to increase
spent this
on channels.
example, both subscriptions and trailers were put in place to
Additionally, in-video programming, which is now available
increase time spent on channels. Additionally, in-video
on mobile, cross-promotes
from
channel
videos.
programming,
which is nowcontent
available
on within
mobile,
cross-promotes
One
of
the
key
benefits
of
this
feature
is
that
it
encourages
content from within channel videos. This feature encourages
viewers
tothe
thenext
nextvideo.
video.
viewers to tune in
into
According to Nielsen data, YouTube usage on smartphones mirrors the desktop
usage for 18–34-year-olds, and 1.5 billion hours of video are watched on YouTube
every month from a mobile device. With statistics like these, it’s no wonder that
usability was a key focus for YouTube’s updates.
Include the “Fast is better than slow” visual here and link over to Google’s philosophy:
http://www.google.com/about/company/philosophy/
10
WHAT DOES
THIS MEAN
FOR BRANDS?
11
BRAND
CHANNELS
CAN CHANGE
Our
POV:
Brand Channels
Can
EVERYTHING (OR NOTHING).
Change Everything (or Nothing)
As of June 2013, there were 317 YouTube channels with more than
As
of June
2013, there
YouTube
channels
more than
1 million
subscribers
— were
nearly317
a 50%
increase
in just with
six months
— 1
million
nearly a 50%
increasetoinrise.
just Even
six months
and thesubscribers
number of —
subscriptions
continues
though— and the
numbers
of
subscriptions
continue
to
rise.
But
we’re
still
wary that the
the channel subscription numbers are growing, we don’t necessarily
majority
of YouTube
One
will not
changeInthe
average
consumer’s
believe it’s
because of
theupdates
One Channel
updates.
fact,
we’re wary
behaviors
and,
therefore,
fail
to
make
much
of
an
impact
on
brands.
the updates will have a large effect on the average consumer’s behavior
So
whoAnd
willthe
benefit
theseforchanges?
at all.
samemost
may from
hold true
brands. Ultimately, we feel that
the rich will get richer and the poor will get poorer.
Ultimately, we believe the rich will get richer and the poor will get
With
One
Channel,
thatsuccessful
have beeninsuccessful
in the
past will
poorer.
Brands
that brands
have been
the past will
continue
to
continue
to beand
successful,
andhave
those
who have
to make
the
be successful;
those who
struggled
to struggled
make the most
of the
most
of
the
platform
will
continue
to
do
so.
This
isn’t
to
say
that
YouTube’s
platform will continue to do so. This isn’t to say YouTube duds can’t
duds
can’t pick themselves
updoldrums
out of theand
doldrums
createthat
a channel
pick themselves
up out of the
create aand
channel
that
garners
record-breaking
subscriptions;
that
possibility
is
there.
garners record-breaking subscriptions — the possibility is there. Yet But
it
itwill
willrequire
requirea quite
bit ofincluding
work, including
thetoability
create relevant,
bit of awork,
the ability
createtocompelling
compelling
video
will earn
viewer
and gain s
video content
thatcontent
will earnthat
viewer
interest
and interest
gain subscriptions
ubscriptions
wellofabove
that of competitors.
well above that
competitors.
12
HOW TO MAKE THE MOST OF YOUTUBE ONE CHANNEL.
A solid YouTube foundation is very important for your brand. As with every social channel, success starts with a
clearly defined role and purpose. Identify why your consumers should subscribe — a second-screen experience,
original content, great tips or advice, celebrity videos, curated/sponsored clips, product demos/premieres, etc. —
and then create a content plan that delivers against these drivers. If you can produce dynamic, targeted content
that resonates with your audience, then you can make the most of YouTube’s new design, including the ultimate
A solid YouTube foundation is very important for your brand. As with every social channel, success starts with a
goal: converting viewers to subscribers.
Does One Channel Fit All?
clearly defined role and purpose. Identify why your consumers should subscribe — a second-screen experience,
original content, great tips or advice, celebrity videos, curated/sponsored clips, product demos/premieres, etc.—
then create
a content
plan potential,
that deliverslet’s
against
drivers. Ifatyou
canyou’re
produce
dynamic,using
targeted
To realizeand
YouTube’s
true
marketing
startthese
by looking
how
presently
thecontent
platform.
that resonates with your audience, then you can make the most of YouTube’s new design, including the ultimate
Based ongoal:
the converting
four descriptions
below,
where
does
your
brand
currently
reside?
viewers to subscribers.
So how can your brand make the most of YouTube? Well, the answer to that question depends on YouTube’s
current place in your overarching marketing strategy. So let’s start by looking at how you’re presently using the
platform. Based on the four descriptions below, where does your brand currently reside?
FIND YOUR PLACE
HIGH
FREQUENCY
FIND
YOUR
PLACE
Producing a lot
of videos
High Frequency
Always
On,
Clever
and
Top
Tier Content
Consistent
Agile and Ample
LOW
PRODUCTION
VALUE High
Investing
limited
Production
money/resources
Value
Quality vs.
Quantity
1
2
3
4
HIGH
PRODUCTION
VALUE
Low
Investing
considerable
Production
money/resources
Value
Same Content,
Different Channel
LowFREQUENCY
Frequency
LOW
Producing very
few videos
13
> The Ellen Show- http://www.youtube.com/user/TheEllenShow
> Birchbox- http://www.youtube.com/user/birchboxtv
> The Ellen Show
> Birchbox
Agile and Ample
AGILE AND AMPLE
Your brand has a clear channel role
and Your
purpose
andhas
doesn’t
need
additional
brand
a clear
channel
role
resources
to
create
engaging
content;
and purpose and doesn’t need additional
you’re already doing it and using
resources to create engaging content;
YouTube as a way to share it with your
you’re already doing it and using YouTube
fans. Featuring quick, nimble content,
as a way to share it with your fans. Featuring
your channel easily fits into your social
quick,
nimble
content,
your
channel
easily
media
strategy
without
having
to put
a
fits high
into production
your social value
mediaon
strategy
without
the videos
having
to creating.
put a high production value on
you are
the videos you are creating.
HIGH FREQUENCY
Producing a lot
of videos
LOW
PRODUCTION
VALUE
Investing limited
money/resources
1
14
> Red Bull- http://www.youtube.com/user/redbull
> Red Bull > Old Spice->http://www.youtube.com/user/OldSpice
Old Spice
> Dove
> Dove- http://www.youtube.com/user/doveunitedstates
Clever and
ALWAYS ON,
Consistent
TOP TIER CONTENT
You can put a lot of resources into the
YouTube
content
you produce.
You of resources
You can put
a considerable
amount
have money to spend and can coninto the YouTube content you produce. You have
sistently produce high-value content.
money to spend and consistently put a high value on
Consider this a win-win for your brand
the content you create. Consider this a win-win for your
because you have created a destinabrand
you have
created
a destination for your
tion
forbecause
your audience
to view
branded
audience
tomost
view importantly,
branded videos
videos
and,
yourand, most importantly,
your subscribers are coming back for more. Additionally,
you are able to put money toward ongoing campaigns,
which allows your brand to stand out on the platform.
HIGH FREQUENCY
Producing a lot
of videos
2
HIGH
PRODUCTION
VALUE
Investing considerable
money/resources
1
15
LOW
PRODUCTION
VALUE
Investing limited
money/resources
3
LOW FREQUENCY
Producing very
few videos
QUALITY VS. QUANTITY
Quality
vs. Quantity
You don’t have a lot of resources to
put have
into making
You
You don’t
a lot ofcontent.
resources
to aren’t
frequently
and don’t
put into
making creating
content.videos
You aren’t
have the
meansvideos
to do so,
you are
frequently
creating
andbut
don’t
havestill
thecreating
means to
do so, but you videos.
are
well-thought-out
still And
creating
videos.
that’swell-thought-out
okay, since you’re
using the
And
that’sasokay,
since
you’reyour
using
the
platform
a hub
to house
branded
platform as
a
hub
to
house
your
branded
content and optimize your SEO.
content and optimize your SEO.
> Old Navy- http://www.youtube.com/user/oldnavy
> Publix- http://www.youtube.com/user/Publix
> Old Navy
1
> Publix
16
4
HIGH
PRODUCTION
VALUE
Investing considerable
money/resources
LOW FREQUENCY
Producing very
few videos
SAME CONTENT,
Agile and Ample
DIFFERENT
CHANNEL
Same
Content,
You can spend a lot
of money producing
Different
Channel
content but can’t produce it frequently.
You
can putting
spend aa lot
producing
You’re
lot of
of money
resources
into video
Your brand has a clear channel role content but can’t produce it frequently.
production, but it’s not YouTube-specific
and purpose and doesn’t need additional
You’re
putting a lot of resources into video
resources to create engaging content;content or campaigns. Featuring existing
production, but it’s not YouTube-specific
branded videos (e.g., commercials or music
you’re already doing it and using
content or campaigns. Featuring existing
YouTube as a way to share it with your videos), YouTube is simply another channel
videos (e.g., commercials or
fans. Featuring quick, nimble content,branded
for your content to live in.
music
videos),
YouTube is simply another
your channel easily fits into your social
media strategy without having to putchannel
a
for your content to live in.
high production value on the videos
you are creating.
> The Ellen Show- http://www.youtube.com/user/TheEllenShow
> Birchbox- http://www.youtube.com/user/birchboxtv
> Allstate Insurance Company- http://www.youtube.com/user/Allstate
> Justin Timberlake- http://www.youtube.com/user/justintimberlakeVEVO
> Allstate Insurance Company
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> Justin Timberlake
So which YouTube resident are you? Once you know the answer to this question, you can decide what
you do or don’t want to change. Those considerations aside, if you want to make the most of YouTube’s
new updates, there’s only one thing to do: Create stellar content.
SIX GROUND RULES
1
2
3
4
5
6
KNOW YOUTUBE’S ROLE AND PURPOSE: Develop and implement a YouTube plan that fits into
your overarching marketing strategy and aligns with your business goals. And place your target
audience at its core. Engage with them in relevant, meaningful ways and you’ll see your subscriber
numbers climb.
REMEMBER CONTENT IS KING: We’ve said it before, but it bears repeating: Have a content plan
in place and update it frequently. Produce videos that align with your strategy, reflect your brand
and resonate with your target. And maximize your budget by being efficient and creative with your
approach. For example, share behind-the-scenes footage, feature user-generated content (UGC) and
post influencer videos, all of which offer a fresh perspective while building a community of brand
enthusiasts.
BE ANALYTICAL: Use analytics to ensure that your videos are resonating with viewers and
subscribers. YouTube’s native analytics are free and can help you identify and track key metrics so
you can measure, adjust and evolve your content based on performance. You can also monitor
user actions on your channel, view referral information and even more by integrating a Google
Analytics tracking ID to your YouTube channel.
MAKE YOUR FIRST IMPRESSION COUNT: Design channel art that showcases and celebrates your
brand’s personality. Your cover image is the biggest piece of branding on your channel and, thanks
to the new updates, is now visible across all devices. Also, take advantage of the new trailer feature,
which is easily your best opportunity to convert viewers to subscribers. Remember, this is the first
piece of content a non-subscriber will see, so be sure to select a video that dynamically captures
what your brand and content are all about.
SHARE THE LOVE: Expand the reach of your YouTube channel by cross-promoting its content
on your other social channels. Encourage your subscribers to share their favorite videos. Include
YouTube links in your tweets and embed videos on your own website.
SPREAD THE WORD: Use media to promote your YouTube channel. This is crucial for brands,
since ads will always help to give your videos an initial lift in views. Ad units were not affected
by YouTube’s updates, and TrueView remains a promising ad unit. The following three types
of ad formats are available for brands through AdWords: in-stream ads, in-search ads and
in-display ads.
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THE FUTURE
There is no doubt that YouTube will maintain its reign as
the top-ranking video platform in the world. While the Channel
One updates will continue to affect the site as a whole, we feel
that it can only amplify the site’s success. The changes will affect brands
the most, but, as we mentioned earlier, those who are already effectively
using the platform will benefit most. If your current channel isn’t
performing well, YouTube’s updates will merely make your
shortcomings all the more apparent. In either case, it all
comes down to the content your brand is creating; moving
forward, it will be essential to build a clear channel
strategy and abide by best practices.
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Will YouTube Be the New TV?
So what does the future hold for YouTube? From what we’ve seen, we think the platform is becoming more
and more like television. Explore these parallels between YouTube and TV to see if you agree:
ORIGINAL PROGRAMMING: YouTube has started to create original programming by funding content to air
specifically on YouTube channels. Netflix has Arrested Development, House of Cards and Orange Is the New
Black. YouTube has Vice, Cartoon Hangover and Wigs.
PAID CHANNELS: In May, YouTube launched paid subscription channels. Here, users pay a fee to access a
channel’s content, just like cable customers pay for HBO or Showtime. YouTube partners like Sesame Street,
National Geographic and PGA started charging $0.99 or more per month for paid programming, in addition
to the free content on their channels.
MULTICHANNEL NETWORKS: YouTube’s growth has led to an increase in multichannel networks, which are
companies that partner with multiple YouTube channels to build and monetize their audiences. These networks
usually focus on a demo with a large, targeted audience for programming, distribution and sales. For example,
the most popular outlet for gaming videos, Machinima, houses content by various users on their channel page.
Think of it like television’s Scripps Network Interactive, which owns HGTV, DIY Network, Food Channel, Cooking
Channel, Travel Channel, Great American Country and their associated Web platforms. These channels share a
similar audience: those seeking lifestyle-focused content.
Want to learn more about Original Channels and Multichannel Networks?
Read Engauge’s Digital Innovation Report: http://bit.ly/1bCNYR5
LIVE STREAMING: YouTube’s foray into live streaming has also proven extremely successful. The platform
“aired” the 2012 Olympics live throughout the world and, at its peak, pushed out more than half a million
simultaneous live streams. Viewers watched more than 159 million total streams of Olympic content. Channels
have even started to livestream videos 24 hours a day, e.g., The Pet Collective, which features real-time videos
of baby animals (yes, it’s just as cute as it sounds). YouTube users are watching live content just like TV audiences
are tuning in to watch live sports and news.
These are just some initial observations, and, as YouTube continues to evolve, the list is sure to grow. By keeping
pace with its viewers’ preferences and needs, YouTube will naturally become more and more like TV. And even
if it falls short of becoming “The New TV,” it will surely be a close contender, if not a fierce competitor. So bring
it on future, we can’t wait to tune in.
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Appendix
APPENDIX:
WHAT’S NEW NOTE:
WHAT’S NEW
1 “Subscribe” button is more prominent
1 “Subscribe”
button is more
prominent
2 Channel
recommendations
based
on subscriber behaviors
3 The
Guide
follows
subscribers
from
page
to page onbehaviors
his/her sidebar. It showcases what’s new with a
2 Channel recommendations based
on subscriber
subscriber’s
channels
ensures that
brands
are always
a single
click away
3 The Guide
followsand
subscribers
fromsubscribed
page to page
on his/her
sidebar.
It showcases
what’s new
4 Syncing
of
a
user’s
YouTube
and
Google+
account
(the
platform
is
moving
toward
a
unified,
with a subscriber’s channels and ensures subscribed brands are always a single click away
One
Googleof
experience)
4 Syncing
a user’s YouTube and Google+ accounts (the platform is moving toward a unified,
5 A subscriber’s
channels
appear on his/her news feed (similar to Facebook)
One Google experience)
6 Channel art/cover image is now the biggest piece of branding
5 Channel art/cover image is now the biggest piece of branding
7 Shelves, structured similarly to playlists, help to organize videos by related content
6 Shelves, structured similarly to playlists, help to organize videos by related content and themes
8 Channel trailer for unsubscribed viewers provides a taste of content and helps drive subscriptions
7 Channel trailer for unsubscribed viewers provides a taste of content and helps drive subscriptions
9 Flex-width enables users to view a channel page and videos from any device
8 In-video
programming
enables
brands
cross-promote
videos,
link
websitesdiscussed
discussedininthe
thevideo,
10 In-video
programming
enables
brands
to to
cross-promote
videos,
link
toto
websites
video
and
incorporate
additional
branding
once
the
video
is
published.
By
taking
advantage
of
this
and incorporate additional branding once the video is published. By taking advantage of this feature,
feature,
can
offer
the user
a richer
viewing experience while promoting channels/content
brands
can brands
offer the
user
a richer
viewing
experience
5
4
2
1
3
7
8
6
1
2
3
4
5
6
7
8
9
10
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>> Timeline continued from page 4
YouTube officially launched out
of beta on Dec. 15, 2005.
In July 2007, YouTube
teamed up with CNN to
host the presedential debate
for the 2008 election cycle.
Google decided it was time to
start making money and rolled
out the first ads for YouTube in
August 2007.
YouTube struck a
deal with NBC in
June 2006.
Google saw the potential in
YouTube and acquired the
video-sharing site for $1.65
billion in October 2006.
A baby named
Charlie took the world
by storm in May 2007.
YouTube launched its
Partner Program to let
people get paid for their
viral content in May 2007.
In April 2009, Usher
introduced the world
to Justin Bieber via a
video on YouTube.
YouTube became more
mainstream in 2009 with
the launch of congessional
YouTube channels.
22
YouTube and Vivendi teamed
up to launch new music video
service Vevo in April 2009.
During the 2011 Arab Spring,
YouTube played an instrumental
role in disseminating messages
of freedom and democracy.
For the first time ever, people
all over the world were able
to watch a livestream of the
Olympics in July 2012.
YouTube started renting
movies in January 2010.
In October 2010,
columnist Dan Savage used
YouTube to launch the
“It Gets Better” project.
YouTube got serious
about original content
in October 2011.
YouTube started doing
it live in April 2011.
YouTube became the
go-to place for the
presidential election
in August 2012.
In a little over
five months, Gangnam
Style hit 1 billion views
in December 2012.
> Click to view full timeline
In November 2013, YouTube hosted its inaugural
Music Awards (YTMA) live on the platform, honoring
the artists and songs that YouTube fans had turned
into global hits during the year.
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EXTRA:
Some of Engauge’s favorite videos:
> Peanut Butter Jelly Time
> Kittens Inspired by Kittens
> Marcel the Shell
> Convos with My 2-Year-Old
> Let’s Get Some Shoes
> Isaac’s Live Lip-Dub Proposal
> Fresh Impressions on Brandmarks
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Sources:
http://www.businessinsider.com/key-turning-points-history-of-youtube-2013-2?op=1nearly
http://www.businessinsider.com/key-turning-points-history-of-youtube-2013-2?op=1nearly
http://www.youtube.com/yt/press/statistics.html
http://www.youtube.com/yt/press/statistics.html
https://support.google.com/youtube/answer/2976284?hl=en
https://support.google.com/youtube/answer/2976284?hl=en
http://thenextweb.com/google/2013/06/05/youtube-rolls-out-redesigned-one-channel-layout-to-all-users/
http://thenextweb.com/google/2013/06/05/youtube-rolls-out-redesigned-one-channel-layout-to-all-users/
http://www.smartinsights.com/digital-marketing-platforms/video-marketing/are-you-taking-advantage-of-youtubes-new-subscribe-trailer-feature/
http://youtubecreator.blogspot.com/2013/03/youtube-one-channel-now-available-for.html
http://www.smartinsights.com/digital-marketing-platforms/video-marketing/are-you-taking-advantage-of-youtubes-new-subscribe-trailer-feature/
http://chadatl.tumblr.com/post/16993698204/youtube
http://youtubecreator.blogspot.com/2013/03/youtube-one-channel-now-available-for.html
http://techcrunch.com/2012/08/17/youtube-and-the-olympics-231m-video-streams-up-to-500k-concurrent-viewers/
http://chadatl.tumblr.com/post/16993698204/youtube
http://www.google.com/think/research-studies/youtube-video-insights-stats-data-trends.html
http://techcrunch.com/2012/08/17/youtube-and-the-olympics-231m-video-streams-up-to-500k-concurrent-viewers/
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ABOUT ENGAUGE
Engauge is a full-service agency for the social age.
We help grow our clients’ businesses by leveraging creativity
and technology to connect brands and consumers through the
most relevant content and channels. The proliferation of content
and channel opportunities for both consumers and brands has forever
changed the communications landscape. What hasn’t changed are the
core fundamentals of marketing: the ability to richly understand the
consumer, to derive thoughtful insights and create a big idea. For the
past several years, Engauge has helped lead its clients by staying
true to these fundamentals while focusing on talent, technology,
innovation and building a dynamic range of capabilities —
from the tried and true to social, mobile and whatever’s next.
Today’s marketing is assuredly more complex,
but to us, the premise is still quite simple:
Listen to the client. Listen to the consumer.
And deliver big ideas at the right time
and place.
CONTRIBUTORS:
Emily Schwartz
Chelsey Binkley
Danielle Donnelly
Teresa Caro
Ann Masters
Jeff Stewart
CONTACT US
1230 Peachtree St NE
Promenade
Suite 2200
Atlanta, GA 30309
Jennifer Leahy
404-446-0912
[email protected]
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