chapter 4

UNIT – 4 YOUTUBE MARKETING

Introduction:

YouTube is an American video-sharing website that allows users to upload, view, and share videos. It was founded in 2005 by three former PayPal employees: Chad Hurley, Steve Chen, and Jawed Karim. In November 2006, Google acquired YouTube for US$1.65 billion.

YouTube has become the second most-visited website in the world, with over 2 billion monthly active users. It is also the second-largest search engine after Google, with people watching over a billion hours of video every day.

➢ History of YouTube

YouTube was founded in February 2005 by Chad Hurley, Steve Chen, and Jawed Karim, who were all former employees of PayPal. They had difficulty sharing a video of a dinner party they attended and realized there was no easy way to share videos online. They developed the idea of a video-sharing platform and launched YouTube in November 2005. The first video uploaded to the website was entitled "Me at the zoo" and was uploaded by Jawed Karim.

In 2006, YouTube was acquired by Google for US$1.65 billion. The acquisition was a significant milestone for the company, which had been struggling to monetize its user base. Under Google's leadership, YouTube has become one of the world's largest and most successful online video platforms.

➢ How to Use YouTube

To use YouTube, users need to create an account. This can be done for free and is required to upload videos, create playlists, and leave comments. Once an account is created, users can search for videos using keywords or browse through recommended videos on the homepage.

To upload a video, users need to click on the "Upload" button at the top-right corner of the page. They will be prompted to select the video file from their device and enter a title, description, and tags. Once the video is uploaded, users can edit the information and choose the privacy settings.

Users can also create playlists by clicking on the "Create Playlist" button on their homepage. They can add videos to the playlist by clicking on the "+" button under each video. Playlists can be shared with others or kept private.

➢ YouTube Features

YouTube has several features that make it unique and popular with users. These include:

1. Thumbnails: YouTube generates a thumbnail image for every video uploaded, which is the first thing users see when browsing for videos. Thumbnails are critical in making a video stand out and encouraging users to click and watch.

2. Content identification system: YouTube's content identification system helps copyright owners to identify potentially infringing content uploaded to the platform. The system can flag videos that contain copyrighted material and allow the owner to take action, such as requesting removal or monetization.

3. Monetization: YouTube offers several ways for content creators to monetize their videos, including displaying ads, offering merchandise, and receiving tips from viewers. This has made YouTube a popular platform for influencers and businesses looking to reach a large audience.

4. Comments: Users can leave comments on videos, allowing for discussion and engagement with the content creator and other viewers. However, comments can also be a source of controversy and abuse, leading to YouTube implementing stricter moderation policies.

➢ Role of YouTube in Society

YouTube has had a significant impact on society since its inception, providing users with a platform to express themselves, share information, and entertain others. It has become a cultural phenomenon, with viral videos and memes influencing popular culture and political discourse.

YouTube has also provided a voice to marginalized communities, with channels dedicated to topics such as social justice, mental health, and LGBTQ+ issues. It has become a powerful tool for activism, with videos documenting protests, marches, and social movements.

However, YouTube has also faced criticism for its role in spreading misinformation, hate speech, and extremist content. The platform has been accused of amplifying conspiracy theories, disinformation, and propaganda, with the potential to influence public opinion, elections, and social attitudes.

In response to these criticisms, YouTube has implemented stricter moderation policies, including removing videos and channels that violate their policies. They have also launched initiatives to support trusted news sources and combat misinformation.

➢ Conclusion

In conclusion, YouTube is a powerful and influential platform that has revolutionized the way we share and consume video content. It has become an integral part of popular culture and a vital tool for individual expression, social activism, and business marketing.

However, YouTube also faces significant challenges in regulating content and combatting misinformation, hate speech, and extremist content. It will be essential for YouTube to continue developing and improving its moderation policies and initiatives to ensure its continued success and positive impact on society.

Creation of account:

1. Go to YouTube.

2. In the top right, click Sign in.

3. Click Create Account.

4. Choose For myself or To manage my business.

Create a personal channel

1. Sign in to YouTube on a computer or the mobile site.

2. Click your profile picture. Create a channel.

3. You'll be asked to create a channel.

4. Check the details (with your Google Account name and photo) and confirm to create your channel.

Posting Content

Here are some steps for posting content on YouTube:

1. Open the YouTube app and log in

2. Tap the + icon in the middle of the screen

3. Select Post

4. Choose the type of post

5. Add content and hit Publish

Here are some steps for posting a video on YouTube:

1. Open the YouTube app

2. Tap the + at the bottom

3. Tap Upload a video and choose the video

4. Make changes, such as adding sound, text, or frame

5. Tap Next

6. Add the title and description and hit Upload

YouTube Analytic

Explore popular competitor videos within your niche. Create content that gets views by noticing what videos are currently trending and have high engagement on your competitor's channels.

➢ Take note of popular video styles and genres. If your competitors have similar target audiences and demographics, explore what style of video content is the most popular on their YouTube channel like vlogs, tutorials, unboxings, reviews, etc.

➢ Subscriber and viewer requests. Scroll through the comments section on popular videos to find out what videos and topics viewers are asking for. You can use this valuable information to create your next video.

➢ Research uploading times. Take note of the times your competitors are posting, and which timeframes gain better performance straight away.

➢ Video titles with keywords. YouTube video titles and descriptions should always include popular keywords associated to your niche, genre, and competitors to help rank your videos higher.

➢ Eye-catching video thumbnails. Find out which YouTube thumbnails are gaining the most attraction and clicks to get inspiration for your own thumbnails. Make sure your thumbnails are eye-catching, so your videos stand out and increase your click through rate.

➢ View intro and outro videos. Discover if your competitors include YouTube intros and outros in their video content and you can follow their example.

Google Pages for YouTube Channels,

You can also embed a YouTube channel on your Google Sites website for free. To do this, you can:

1. Create your YouTube channel widget

2. Customize your YouTube channel widget

3. Copy the YouTube channel widget embed code

4. Login to your Google Sites website admin panel and create or edit a page

Verify Account

Here are some steps to verify a YouTube channel:

1. Ensure the channel has 100,000 subscribers.

2. Meet all YouTube verification requirements.

3. Visit the YouTube support page.

4. Click Contact flow.

5. Select Email Support.

6. Fill out the form.

7. Submit the form.

8. Wait for YouTube to review the channel.

9. YouTube will notify the user when the account is verified.

Webmaster Tools

Google Webmaster Tools is a free service that helps users monitor and improve their website's search engine ranking results. It can also help users track their website's traffic and optimize their content for better search engine ranking.

To set up a Google Webmaster Tools account, users can:

1. Go to http://www.google.com/webmasters/tools

2. Click Add a site

3. Enter the URL of the site they want to manage

4. Verify ownership

Create an asset

An asset must be created so our right management tools can find and act on matches of your content. There are a few ways to create an asset:

• During video upload or by applying an upload policy

• Using the Manual Claiming Tool

• Using YouTube's Package uploader

• Using a high volume upload method, such as DDEX or SFTP

• Using YouTube's APIs