Chapter 2. The Online Video Market

The online video market is very large, but it doesn't work like a "mass market." In this chapter, you will learn what journalists can teach marketers about marketing. You will also learn who discovers, watches, and shares new videos; what categories or types of new video they watch; when they discover new videos; where they share new videos, why few new videos go viral; and how video marketing works. Finally, you will learn that it's okay to admit, "I still don't have all the answers, but I'm beginning to ask the right questions."

Chapter Contents

  • Broadcast Yourself?

  • Five Ws and an H

Broadcast Yourself?

So, how does YouTube work (Figure 2.1)? Why does it work? What can veteran marketers and new YouTubers accomplish ...

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