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Beyond Viral: How to Attract Customers, Promote Your Brand, and Make Money with Online Video by Kevin H. Nalty

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Chapter 6. Inside YouTube

In this chapter, you will learn:

  • Why YouTube is so critical to an online-video strategy.

  • The least a marketer needs to know about YouTube without reading an entire book about it, or spending hours each day engaged in it (sadly, like the author).

  • Insights can bring you from "I know it's an important web site" to "I'm more savvy than 80 percent of the average users".

  • Tips and tricks for helping you market more effectively and avoid being lost in the overwhelming clutter.

YouTube 101

When I speak at corporations or marketing conferences, I often poll audiences about their YouTube IQ. I find it alarming that few marketers have even heard of YouTube stars with larger and more vibrant audiences than many well-known television shows. I recently surveyed conference attendees via a smartphone poll, and discovered that 60 percent of the marketers visited YouTube only when someone sent them a link via e-mail. I doubt we would see as many television or print advertisements if marketers didn't watch television or buy magazines.

Who is the YouTube user? (YouTube fact sheet and advertiser perceptions study.): Source: www.youtube.com/t/fact_sheet: Source: http://elitestv.com/pub/2009/07/youtube-demographics-round-up.

Figure 6.1. Who is the YouTube user? (YouTube fact sheet and advertiser perceptions study.): Source: www.youtube.com/t/fact_sheet: Source: http://elitestv.com/pub/2009/07/youtube-demographics-round-up.

Fortunately, many executives have teenagers, who are unavoidable reminders that media-consumption patterns are changing, and the time we spend on both the ...

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