February 2021
Beginner
352 pages
7h 38m
English
Content preview from The YouTube Formula
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.
2The YouTube Ecosystem
In order for us to understand how YouTube really works, first we need to look at how it operates as a digital ecosystem. A digital ecosystem works much like a natural ecosystem: there are a lot of moving parts, and all of those parts affect the organization as a whole. Grade‐school science taught us about energy flow in a natural ecosystem; photosynthesis, plants and animals, decomposition, and nutrient conversion are all part of the cycle. Every factor in the chain has its job to do, and if it doesn't work right, it affects the entire operation.
YouTube's ecosystem also has a flow and cycle, and its contributors affect the whole, for better or for worse. This digital ecosystem includes the creator, the viewer, the advertiser/brand, copyright holders, multichannel networks (MCNs), and YouTube itself.
Here's a quick summary of how the YouTube ecosystem works: creators make videos and upload them to YouTube. Brands pay YouTube to run advertising alongside uploaded content, either before or during a video. When a channel meets the ad sharing program requirements, it gets a cut of the money from the ads running on their content. Brands also connect with creators who they think will be able to increase brand awareness and/or their bottom line. This influencer marketing is a huge part of YouTube's ecosystem. The viewers come to interact with content, creators, and communities. They watch, subscribe, comment, like and dislike, save, and share. YouTube as a website ...
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