Guest Post: A Guide To Successful Youtube Video Marketing

youtube

By Sheena Mathieson 

Sheena Mathieson is a freelance writer who shares some helpful tips on using YouTube.

Videos are used for various purposes – ranging from educational to entertaining. In fact, YouTube was made in order for people online to find videos quickly. Thanks to its search engine and social media system, their vision was made possible. YouTube also offers a new platform for businesses to explore and use to their advantage. However, the success of your videos depends on marketing strategies you employ.

YouTube is a type of social media platform where you can discuss things with other users/channels, and gain reputation via subscribed users in the site. In order for you to get more subscriptions, views, and eventually get sales, what you need is a good video that will explain your business clearly and interestingly. If you want to hire Youtubers and use their channel for your business, you can check their overall YouTube subscribers and views. Continue reading

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Taking Stock of Industries Related to Book Publishing and How That Relates to the Future

media

Book publishers can learn a lot from their media counterparts. As the world becomes more connected, the lines between these industries is getting blurred. Keeping on top of trends then can be really helpful, in terms of getting ideas of what can be done and what to expect in the future. Here are a few headlines from other forms of media that can help inform people in book publishing:

Music

Movies, TV, Video

Comics

Games

Education

News, Blogs

Ads

Content

Design

Monetization

Startups, Niche

All this connectedness, combined with lower barriers to entry, have made it easier than ever for people to start their own startups. Not all are successful, but they are all interesting.

Apps

Books

Book Publishers

Book Publishing

Book Recommendations

Lessons

Niche

Tech

Future, Trends

After taking a look at other industries, as well as new companies in the book industry, it’s interesting to read about trends and predictions for the future.

Authors

Design

Marketing

News

Predictions

Research

Ebooks

Last, it’s fun to see all the pieces starting to come together in the form of ebooks. There’s a lot of interesting developments in the EPUB world.

Indie Authors: Using YouTube

Video can be a very important component of an indie author’s marketing strategy. In addition to book trailers, authors can make videos for a myriad of purposes, such as

  • Behind the scenes
  • Showing off research that went into the book
  • Interviews
  • Having actors play characters or scenes
  • Explaining concepts (for nonfiction books)
  • Animating themes or concepts

Explaining concepts, in particular, can be a great way to attract viewers (who may become readers). Brainy Marketer has an excellent post on why these types of videos are so good, but basically they are short, usually animated videos that really engage viewers because they are entertaining, get to the point, and have calls to action at the end (such as, “Buy this book to learn more).

YouTube

Although there are other options for where to post your video, YouTube probably makes the most sense for most people.

Because Google owns YouTube, videos that are properly indexed (meaning have good metadata) tend to be highly ranked and easily found. This means you should put a lot of thought into your title, subtitle, categories, and description. Having solid keywords relating to your content can really help. Author Marketing Experts also offers six ways to promote your YouTube channel, which includes getting a custom channel and annotating your channel.

If you get enough hits on YouTube, you can earn money via their advertising program. YouTube has also recently started a subscription service, where users can pay a monthly fee for access to videos without ads. Although the service is geared towards music videos, high quality videos showing other kinds of content may also be successful.

Have you seen success with videos? Please share in the comments!

Planning an Effective Video Strategy with MWP Digital Media

MWP

Sometimes it can be difficult for indie authors to think about video, but having a YouTube channel with book trailers, author interviews, and more can help boost an author’s platform. In order to find out what kind of videos work best, My Web Presenters (MWP) Digital Media has a new video marketing comparison tool, which can help users with their video strategy. Continue reading

12/13/10: This Week in Publishing

Have hope, all of you who have declared print books as dead. According to David L. Ulin, the Los Angeles Times book critic, “print books aren’t going anywhere.” E-books complement print books, and the real issue “is that we read, that we continue to interact with long-form writing; by altering the conditions of the conversation, e-books and e-readers have already served an essential purpose.” E-books are the first step towards enhancing literature. Authors are already experimenting, whether it be with PowerPoint or by integrating websites with stories. Ulin ends his note with what he thinks e-books offer, “the promise of immersion, enhanced or otherwise, just as their analog counterparts have always done.”

E-books are good news for the literary world

Still, e-books are a force to be reckoned with. NPR says that e-books constitute one out of every 10 trade books sold. And, the companies who make ereaders can not only track what you download, but how much you read of your download, and even where you read it.

Is Your E-Book Reading Up On You?

Tim O’Reilly, the founder and CEO of O’Reilly media, says about publishing in an interview, you “need to care about more than preserving your business.” Here’s part of the interview on YouTube.

In Conversation with Tim O’Reilly. Part 5 of 7

Fun(ny) Copyright Cases

Learning about publishing law may be a lot of work, but it sure is entertaining. In my last class, we discussed a couple of particularly interesting cases, one of which involves the video you see above.

South Park is no stranger to lawsuits. But their most recent one concerns copyright infringement upon a hit YouTube video from 2007. In 2008, South Park released an episode entitled, “Canada on Strike,” which featured a recreation of Samwell’s hit video. South Park called their video, “What, What, in the Butt.”

Obviously, South Park is claiming parody under fair use as a defense. This is, after all, what South Park is all about. But did they copy excessively? Is this a case of copyright infringement? What do you think?

The next case involves the (now dead) magazine, Cooks Source. In their October issue, the magazine used word-for-word an article written by Monica Gaudio–without her permission–on their Facebook page, online magazine, and print issue. When Monica wrote the magazine editor, asking for an apology and a small donation to Columbia’s School of Journalism, this was the response she got:

“Yes Monica, I have been doing this for 3 decades, having been an editor at The Voice, Housitonic Home and Connecticut Woman Magazine. I do know about copyright laws. It was “my bad” indeed, and, as the magazine is put together in long sessions, tired eyes and minds somethings forget to do these things.
But honestly Monica, the web is considered “public domain” and you should be happy we just didn’t “lift” your whole article and put someone else’s name on it! It happens a lot, clearly more than you are aware of, especially on college campuses, and the workplace. If you took offence and are unhappy, I am sorry, but you as a professional should know that the article we used written by you was in very bad need of editing, and is much better now than was originally. Now it will work well for your portfolio. For that reason, I have a bit of a difficult time with your requests for monetary gain, albeit for such a fine (and very wealthy!) institution. We put some time into rewrites, you should compensate me! I never charge young writers for advice or rewriting poorly written pieces, and have many who write for me… ALWAYS for free!”

Two weeks later, the magazine closed. My whole class laughed at this one–obviously there is something wrong when the magazine editor thinks that just because something is published on the Internet, it’s public domain. There are literally tons of cases that prove her wrong. Epic fail.

Here’s the full story on Gawker: Magazine Editor Steals Article, Tells Writer ‘You Should Compensate Me!’

Finally, an Optimistic Look at the Media

View of Washington Square from the Kimmel Center at NYU

That’s basically how the mandatory The Case for Media Optimism panel was described to us NYU publishing kids. I was skeptical about how the panel last night would go. After all, for the past five years of so all I’ve heard is about the death of print, the death of journalism, the death of media, etc. But I was pleasantly surprised.

The panel was moderated by David Carr, the media columnist for The New York Times, and participants included Dennis Crowley, the co-founder and chief executive officer of Foursquare, Steve Grove, the head of news and politics of YouTube at Google, David Eun, president of AOL Media and Studios, AOL, Inc., and David Karp, co-founder and chief executive officer of Tumblr.

If this group of people accurately represents the current media and technology industry, then there are a couple interesting observations. First, this panel was entirely comprised of men. For the most part, they were men under 30 or at the most, in their early 30s. Only two of them wore suits, the rest were in jeans, and one even came in a hoodie (which seems promising for someone like me who doesn’t like getting dressed up but wants to get into the publishing industry). Also, three of them were named David. There was going to be a fourth David, but he had to cancel last minute and instead was replaced by Grove. So it seems in order to be successful in this industry, I have to be a young man named David.

But all kidding aside, the top people in publishing seem to be men. Publisher’s Weekly cites that 85 percent of publishing employees with less than three years of experience are women. And yet, woman on average make $64,000 per year whereas men in the industry make $105,000. In the case where media meets technology, I suppose it makes sense the top people are male, since it’s mostly men who do computer programming. Still…

Also, the publishing industry is getting younger. The lines between media companies and technology companies are blurring–each of these men considered their company to be a bit of both–and unlike the old days, no one starts small and works their way up the corporate ladder anymore. Which makes now a great time to be in the business. Instead of asking for permission, you just go for it.

“These are people who saw something and built it, who thought of something and made it,” Carr said.

Karp, from Tumblr, said that from the last 10 years, blogging has matured into Tumblr. In addition to sharing your own content, you can easily pull in content from other people and feature it on your own blog. Videos, songs, quotes, photos–you name it, you can easily add it to your Tumblr blog. Newsweek started a blog a while back called Equality Myth. At first it was just a feature story meant to run in the magazine, but the author decided to create a blog and ask the community for input. It has since turned into a huge hit, that according to Karp, “will possibly survive Newsweek.” The key to its success was that it was a great thing for the community.

Grove, from Google, called YouTube a “platform.” “We’re defined by our users who upload content to our platform,” he said. The point of YouTube is to increase access to information and to improve consumers’ experience. But it is also important to bridge technology and media. Writers are still important.

According to Grove, “No technology completely on its own is going to get news right. You need journalists.” (whew!) With this in mind, Google recently donated $5 million in grants to journalists. $2 million went to the Knight Foundation, and the rest will go to international news.

Crowley from FourSquare had, I think, the most interesting company. According to him, “it’s all about the places you’re at.” I’d noticed recently how people on my newsfeed on Facebook kept “checking in” to places, though it wasn’t until last night that I knew what it meant. Basically, FourSquare lets you tell your network where you are at any given moment, and if you happen to be at the same place, you can easily meet up, or you can learn tips from them about the place, such as whether the food was good, how to flirt with the bartender to get free drinks, etc. It’s all about the insider information, to make your night more interesting and turn your life into a sort of interactive game, where you pick up different badges depending on your activities.

However, “the side effect of having all this information is you know where all your friends are […] it’s like your Maurader’s Map on your iphone.” I’m not completely sold on this idea yet, I guess I still value some privacy.

On the bright side, by “adding a layer on top of the real world,” FourSquare has “found that if we made badges people wanted to get, we changed their behavior.” This means that because of FourSquare, more people have actually been going to the gym more regularly. Carr had mentioned earlier that he was at a media event in Austin, TX earlier this year, and he was at the bar, when all of a sudden 200 people just got up and left. He found out later they had seen through FourSquare that the after party had started, and he said he had never seen anything move people so quickly as social media.

Eun at AOL said the company has been revamping and he considers it to be a starter-up. They’re trying to get the best of both worlds: media and technology. “We’re really equal parts,” he said. “We’re taking a look at how we can bring media and technology together to serve our consumers.”

What was really surprising to learn is how, even with Twitter and people’s shorter attention spans, there is still room for in-depth content.

Carr expressed concern that writers want people to have an intimate relationship with their content. He asked, “Brevity may be the soul of wisdom but is it really for the word business, should we be scared of this?”

Grove agreed that “we live in a clip culture” but that most people, if they find a topic they care about, will delve deeper. He thinks the media has to think more about marketing, since there are more sources, people can be more selective.

Crowley said FourSquare uses the short-form as a filter, and that consumers “boil everything down to nuggets.” He said the next step will be to run these nuggets through algorithms, so consumers can make sense of all this information.

According to Carr, people spend on average 70 minutes a day getting their news and entertainment via various platforms. So are all these companies competing with each other?

No, was the unanimous answer. In fact, Karp described the web as being an “ecosystem” and all these companies are complementary of each other. Partnerships are key, and so is being open to trying new things.

“We’re competing for attention, for audiences, at some level,” Eun said. But, he also added, “In this day and age, you’ve got to be confident working with other folks and making a one plus one equal three.”

I think the main point though, is that everything is still changing. It’s an exciting time, and digital media is still evolving. The Internet may have been started by male engineers, but now it’s about enhancing the experience for everyone, making advertising and content work together, and reaching out to as many people as possible. The media is not dead. It’s just going through it’s adolescence.