Numerics
- 4k UHD (Ultra High Definition) video quality, 214
- 180-degree rule, 229
- 360-degree video, 233
- 1080p HD (High Definition) video quality, 214
A
- A/B testing, 105–106
- ABC News, 154
- About tab (for YouTube channels), 254–255
- auditing and updating text, 294
- accessibility, 208
- account persons, 236
- acquisition
- Acquisition report (Google Analytics), 314
- cost per acquisition, 87–88
- activities marketing dimensions, 36–37
- actors, professional, 227
- ad break spaces, 66
- ad groups, 123–125
- Ad group details report, 304
- Ad group report, 303
- analytics, 124
- creating, 115, 124–125
- general discussion, 115, 123
- pausing, 124
- ad recall, 102
- Ad report, 303
- ad sequencing
- brand awareness and reach campaigns, 121
- overview, 118
- product and brand consideration campaigns, 119
- Adobe Photoshop, 60, 141
- Adobe Premiere Pro CC, 231
- AdSense, 263, 289
- advertising
- advertisers, 11
- advertising agencies, 236–237
- advertising platform, defined, 10
- defined, 10
- harnessing power of, 13
- lean in vs. lean back content, 163–164
- media budget, 29–30
- sponsors, 11
- that feels like content, 10–11
- YouTube Masthead, 21
- advertising creative, 93–107
- essentials for, 96–99
- guidelines for, 100–104
- clear branding, 103
- connecting with viewers, 103–104
- getting attention, 100–102
- specific directions, 104
- neglecting to make, 340
- testing, 105–107
- YouTube vs. TV, 93–96
- commonalities, 94
- differences, 94
- story arc of TV spots, 94–95
- story arc of YouTube ads, 95–96
- advertising formats, 59–74
- bumper ads, 66–68
- deprecated, 59–60
- display ads, 60–61
- forced vs. unforced, 60
- goals of, 59
- Google Display Network, 70–71
- Google Preferred, 69–70
- image ads, 61–62
- midroll ads, 66
- nonskippable video ads, 65–66
- overview, 59–71
- skippable video ads, 62–65
- testing, 105
- YouTube Masthead, 68–69
- advertising policies, 71–74
- editorial and technical quality standards, 74
- prohibited content, 72, 160
- prohibited practices, 72–73
- restricted content, 73–74
- advertising strategy, 75–92
- marketing messages, 75–76
- micro-moments framework, 76–81
- want-to-buy moments, 80
- want-to-do moments, 79
- want-to-go moments, 80–81
- want-to-know moments, 78
- paid media, 81–84
- buying through auctions, 88–90
- buying through media agencies, 83–84
- buying through reserves, 90–91
- buying yourself, 82–83
- pricing models for, 84–88
- scheduling campaigns, 91–92
- advocacy
- advocates, defined, 25–26
- content strategy for, 26, 317, 323
- Geico example, 26
- incentive techniques, 26
- sharing metric, 331
- affinity audiences
- Audience report, 304
- defined, 129
- reserve-bought media, 91
- affinity targeting, 115–116, 319
- algorithm for content discoverability, 207
- Alvarez, Brian Jordan, 155
- always-on videos and campaigns
- hero videos, 194
- mapping video to marketing calendar, 196
- overview, 92
- pulsing approach, 92
- analysts, 236
- animators, 146
- annotations, 280
- Annotations report, 331
- Apple iPhone 6S, 214
- art directors, 237
- ask-me-anything videos, 159
- ASMRTheChew YouTube channel, 180
- aspiration, 100
- attention span, 66, 102, 150
- auction-bought media, 88–89
- altering bidding and budgets, 320
- always-on videos and campaigns, 92
- cons of, 89
- defined, 88
- innovation of, 90
- pros of, 89
- reserve-bought media vs., 90–91
- audience, 35–56
- affinity audiences, 91, 129, 304
- Audience report, 304
- Audience retention report, 326–327
- brand purpose and, 175
- defining, 35–37
- describing in brief, 32
- determining, 35–37
- of educational videos, 149
- of entertainment videos, 165
- forgetting about,
- growing, 332–333
- in-market audiences, 115, 129, 319
- insights, 37–56
- development approach, 40
- Dove Campaign for Real Beauty example, 39–40
- Four C Framework, 40–44
- overview, 38–39
- resources for, 44–56
- long-tail, 195
- selecting for campaigns, 128–129
- signals of intent, 24
- targeting interests in content, 205–206
- targeting new audiences, 318–319
- audio
- adding to video, 278
- branding through, 103
- free music, 292
- gear for creating, 216–218
- sound effects, 292
- testing, 106
- in video creatives, 101
- YouTube voice, 100
- audio mnemonics, 98, 103
- authenticity, 208–209, 241, 333
- Automatic placements report, 307–308
- awareness set, 22
- AwesomenessTV multichannel network, 242
B
- B2B (business-to-business) marketers, 144
- backing up video, 230
- backup redundancy streams, 233
- banner ads. See display ads
- banner images
- adding links to, 251
- adding to channel, 250–251
- auditing and updating, 293–294
- defined, 250
- importance of, 250
- templates for, 251
- BBC News, 102, 154
- BBC Radio 1, 152–153
- big data, –9
- Billed cost report, 308
- Blac, Shalom, 148
- Blevins, Tyler, 347
- blocking commenters, 288
- blurring, 276–277
- boom microphones, 218
- brand and product consideration
- awareness set vs. consideration set, 22
- campaigns for growth of, 118–119
- consideration marketing, 22
- defined, 22
- metrics for, 313–314
- brand awareness and reach
- awareness marketing, 21
- campaigns for, 119–121
- cost per thousand, 86
- defined, 21
- metrics for, 21, 312–313
- brand lift, 315
- brand partnerships, 265
- brand purpose, 173–175
- brand signals, 103
- brand style guides, 98
- brands and branding
- automatically applying across all videos, 290–291
- Brand report, 307
- clarity, 103
- consistency, 98, 150, 252
- Creator Studio Classic tool, 290–291
- educational videos and, 150
- entertainment videos and, 166
- hero videos and, 190
- inspirational videos and, 171–172
- Shopping report, 307
- working with, 265
- briefs, 30–33
- components of, 31–33
- defined, 12, 30
- overview, 31–33
- posting on FameBit, 243
- purpose of, 30
- using metrics and analytics to develop, 13
- when outsourcing video creation, 238
- when using online marketplace services, 239
- Briggs, Gemma, 102
- b-rolls, 229
- budgets, 27–30
- altering in auctions, 320
- annual, 28
- in campaign setup workflow, 112
- as component of briefs, 33
- describing in brief, 33
- media, 29–30
- production, 28–29, 227
- 70/20/10 approach, 28
- Buff Dudes YouTube channel, 268
- built-in microphones, 217
- bumper ads
- defined, 66–67
- experimenting with, 318
- forced format, 60
- pros of, 67–68
- uses for, 67
- Burke, Molly, 201
- business challenges
- campaign overview in brief, 32
- examples of, 18
- goal of delivering to, 17
- identifying, 17–19
- prioritizing, 18
- business-to-business (B2B) marketers, 144
- BuzzFeed, 205–206
C
- CAA (Creative Artists Agency), 155
- calendars, marketing, 188–189, 196
- call sheets, 226–227
- calls to action
- advertising creative, 97
- defined, 33
- in display ads, 61
- end screens, 103
- in image ads, 61
- including in brief, 33
- lead-driving campaigns, 117
- specific direction, 103
- cameras, 214–216
- Campaign details report, 303–304
- campaign optimization, 317–320
- adjusting creative, 317–318
- advertising formats, 318
- altering bidding and budgets, 320
- defined, 317
- failing to optimize, 343
- growing audience, 332–333
- growing subscribers, 333
- increasing views, 332
- increasing watch time, 332
- maintaining channel, 333
- modifying settings, 319
- targeting new audiences, 318–319
- Campaign report, 303–304, 315
- campaign setup workflow
- ad groups, 115
- budget, 112
- campaign name, 111–112
- campaign type, 111
- companion banners, 117
- conversion tracking, 112–113
- frequency capping, 115
- language, 114
- locations, 114–115
- networks, 113–114
- start and end dates, 113
- target audience, 115
- URLs, 116
- video, 116
- campaign types, 111
- for creating brand awareness and reach, 119–121, 312–313
- for delivering website traffic, 118, 315–317
- for designing custom campaigns, 121
- for driving leads, 117, 315–317
- for product and brand consideration growth, 118–119, 313–315
- candid footage, 167, 170
- Canon cameras, 215
- cards, 280–281
- Cards report, 331
- category insights, 42
- Category report, 307
- Catvertising Agency video, 159–160
- cause marketing, 175
-
Cause Marketing For Dummies (Waters and MacDonald), 175
- CBC News, 154
- celebrity entertainment shows, 154–155
- challenge videos, 152, 160–161
- channel cards, 280
- channel icon (profile picture), 251–252
- channels, 14
- auditing, 293–294
- creating, 247–249
- Creator Studio Classic, 283
- accessing, 283
- Analytics section, 291
- Channel section, 289–291
- Comments section, 285
- Community section, 286
- Community Settings section, 288
- Create section, 292–293
- Credits section, 288
- dashboard, 285
- Live streaming section, 285
- Subscribers section, 287
- Super Chat feature, 287–288
- Translations and Transcriptions section, 291
- Video Manager, 285
- Your contributions section, 292–293
- customizing, 249–261
- About tab, 254–255
- banner images, 250–251
- channel description, 252–254
- channel trailer, 260–261
- Channels tab, 255–256
- Discussion tab/Community tab, 256–258
- Home tab shelves, 258–260
- links, 251
- profile picture, 251–252
- good standing, 295–298
- monetizing, 261–266
- publishing videos to, 267–281
- annotations, 280
- audio, 278
- cards, 280–281
- descriptions, 269–270
- end screens, 278–280
- enhancements, 276–278
- subtitles, 281
- tags, 270–271
- thumbnails, 271–272
- titles, 267–269
- uploading, 272–275
- Channels tab (for YouTube channels), 255–256
- cinematographers (videographers), 237
- classroom recordings, 144–145
- clickbait, 269
- click-through rate (CTR), 325–326
- Clinton, Hillary, 145–146
- closed captions (CC; subtitles), 281, 291–292
- cloud storage space, 230
- CNN, 154
- Coca-Cola, 21, 97, 174, 253–254
- collaborating on video creation, 240–243
- emailing YouTubers directly, 242
- multichannel networks, 242
- pros and cons of, 241
- YouTuber marketplaces, 242–243
- color
- branding through, 98, 103, 171
- to grab attention, 61
- Super Chat feature, 287
- thumbnails, 271–272
- comedy videos, 145, 159
- comments, 56, 285, 288, 330–331
- Comments report, 330–331
- community strikes, 297–298
- Community tab (for YouTube channels), 256–258, 294
- competitor insights, 43, 149–150, 165
- composition, 228–229
- connecting with viewers, 103–104
- consideration set, 22, 313
- consistency
- in branding, 98, 150, 252
- in content creation and presentation, 192, 203–205, 207, 290, 333
- in continuity, 229
- in lighting, 219
- in message, 61
- consumer insights, 41
- consumer journey funnel
- brand and product consideration, 22
- brand awareness and reach, 21
- conversion, 23
- engagement, 22–23
- help videos and, 194
- loyalty and advocacy, 25–27
- overview, 19–20
- content
- advertising that feels like, –10
- content creators, 11
- content platform, defined, 10
- core considerations, 197–209
- accessibility, 208
- authenticity, 208–209
- consistency, 203–205
- conversational approach, 200–201
- discoverability, 207–208
- interactivity, 201–203
- shareability, 198–199
- sustainability, 206–207
- targeting audience interests, 205–206
- defined, 10
- publishers, 12
- trending video page and, 46
- content formats, 137–172
- content strategy and, 172
- educational videos, 138–150
- entertainment videos, 150–166
- inspirational videos, 166–172
- overview, 138
- Content ID tool, 297
- content strategy, 173–196
- brand purpose, 173–175
- distribution strategy, 187–188
- evergreen videos, 184–186
- Hero Hub Help framework, 189–195
- marketing calendars, 196
- overview, 13–14, 188
- popular niches, 180–184
- themes, 175–179
- trending videos, 184–185, 187
- video content, 172
- contextual targeting, 71
- continuity, 229
- conversational approach, 200–201
- conversion
- Conversion action name report, 305
- Conversion category report, 305
- Conversion source report, 305
- conversion-focused marketing, 23
- Conversions report, 305
- cost per acquisition, 87, 114
- defined, 23
- Dollar Shave Club example, 24
- metrics, 316
- performance marketers, 23
- signals of intent, 24
- want-to-buy moments, 80
- conversion tracking, 112–113
- copycatting
- authenticity and, 209
- example of, 171
- overview, 341
- popular niches and, 182
- copyright
- Content ID tool, 297
- Copyright School, 296
- copyright strikes, 285, 296–297
- as mandatory, 99
- music, 161
- cost per acquisition (CPA), 87–88
- cost per click (CPC), 84, 87, 305, 315–316
- cost per engagement (CPE), 84
- cost per install (CPI), 84
- cost per lead (CPL), 84
- cost per thousand (CPM), 84–86, 323
- cost per view (CPV), 86–87
- counterfeit goods, 72
- CPA (cost per acquisition), 87–88
- CPC (cost per click), 84, 87, 305, 315–316
- CPE (cost per engagement), 84
- CPI (cost per install), 84
- CPL (cost per lead), 84
- CPM (cost per thousand), 84–86, 323
- CPV (cost per view), 86–87
- Creative Artists Agency (CAA), 155
- creative teams, 236
- Creator Studio Classic, 283. See also YouTube Analytics
- accessing, 283
- Analytics section, 291
- Channel section, 289–291
- Advanced options, 291
- Branding feature, 290–291
- Monetization section, 289
- Status and features tab, 289
- Upload defaults section, 289–290
- Comments section, 285
- Community section, 286
- Community Settings section, 288
- Create section, 292–293
- Credits section, 288
- dashboard, 285
- Live streaming section, 285
- Subscribers section, 287
- Super Chat feature, 287–288
- Translations and Transcriptions section, 291
- Video Manager, 285
- Your contributions section, 292–293
- credibility
- educational videos and, 150
- entertainment videos and, 165–166
- influencers, 240–241
- inspirational videos and, 171
- credits, 288
- crowdfunding, 266
- CTR (click-through rate), 325–326
- culture insights, 43–44
- curating videos, 150, 243–244
- custom affinity targeting, 115
- custom campaigns, 121
- customer service
- business challenge of, 18
- help videos, 193–194
- separate channel for, 255
- talking head videos, 142
D
- dance videos, 161
- dangerous products or services, 72
- DanTDM (Daniel Middleton), 262
- dashboards, 309–310
- data collection, 73
- Dawson, Shane, 156, 348
- Daydream headset, 234
- DeFranco, Philip, 154–155
- demographic marketing dimensions, 36, 319
- Demographics report, 326
- demonstrations, 146
- DeMuro, Doug, 199, 204
- Devices report, 327–328
- digital single-lens reflex (DSLR) cameras, 215–216, 219
- disclosing paid endorsements, 243
- discoverability, 207–208, 332
- Discussion tab (for YouTube channels), 256–258, 294
- dishonest behavior, 72
- display ads (banner ads), 60–61. See also YouTube Masthead
- calls to action, 61
- campaign setup workflow, 117
- consistency with supported video ad, 61
- defined, 60, 62
- experimenting with, 318
- Google Display Network, 71
- pixels, 60
- viewable CPM, 85
- Display and video keywords report, 308
- Distance report, 306
- distribution strategy, 187–188, 240, 342
- Dr. Fork, 107
- documentaries, 156
- do-it-yourself (DIY) videos, 177–179
- Dollar Shave Club, 24
- donation cards, 280
- Dove
- Campaign for Real Beauty, 39–40
- Men+Care inspirational video, 167–168
- drive-with-me videos, 159
- DSLR (digital single-lens reflex) cameras, 215–216, 219
- Dude Perfect YouTube channel, 160–161, 262, 346
E
- E! News, 154
- editing video, 230–232
- offline, 231
- programs for, 231
- rough cuts, 231–232
- saving and exporting, 232
- editorial standards, 74
- editors, 237
- educational videos, 138–150
- checklist for making, 149–150
- edutainment vs. how-to, 148
- help videos, 193
- The Khan Academy example, 138–139
- types of, 140–148
- demonstrations, 146
- illustrated explainer videos, 146–147
- interviews, 145–146
- lecture and classroom recordings, 144–145
- listicles, 142–143
- presentations, 143–144
- screencasts, 141–142
- talking head videos, 142
- tutorials, 147–148
- edutainment, 148
- emotion, appealing to, 103
- end screens, 278–280
- adding, 278–280
- defined, 103
- End screens report, 332
- engagement
- brand and product consideration, 118
- brand lift, 315
- content strategy for, 23, 317, 323
- cost per engagement, 84
- defined, 22
- engagement-focused marketing, 23
- lean in vs. lean back, 163–164
- entertainment videos, 138, 150–166
- checklist for making, 165–166
- lean in vs. lean back, 163–164
- types of, 153–163
- celebrity entertainment shows, 154–155
- challenge videos, 160–161
- comedy videos, 159
- dance videos, 161
- documentaries, 156
- fictional shows, 155–156
- full-length movies, 156
- haul videos, 158
- lip synch videos, 161
- music videos, 161
- news shows, 154–155
- parody videos, 159
- prank videos, 159–160
- review videos, 158
- short films, 156
- sketch videos, 159
- spree videos, 158
- super cuts, 162–163
- tutorials, 162
- unboxing videos, 157
- video game walk-throughs, 156–157
- vlogs, 158–159
- web series, 155–156
- Epic Rap Battles of History YouTube channel, 202–203
- evergreen videos
- content strategy, 184–187
- help videos, 195
- hub videos, 192
- trending videos vs., 187
- executive producers, 237
- exporting video, 232
- Extensions reports, 307
F
- Fail Army YouTube channel, 163
- FameBit, 243
- fast-cutting (quick-cut technique), 100, 225
- Federal Trade Commission (FTC), 158
- fictional shows, 155–156
- Final Cut Pro, 231
- Final URL report, 303
- The Fine Brothers YouTube channel, 206
- fireside chats, 145
- Fischbach, Mark Edward, 347
- Fiverr.com, 238–239, 272
- flighting, 91–92
- defined, 33, 91
- hiatus, 91
- pulsing approach, 92
- fonts, 98, 103
-
Forbes, 262
- formats. See advertising formats; content formats
- Four C Framework for audience insights, 41–44
- category insights, 42
- competitor insights, 43
- consumer insights, 41
- culture insights, 43–44
- 4k UHD (Ultra High Definition) video quality, 214
- Fox News, 154
- frames per second (fps), 214
- Free clicks report, 308
- freelancers, 237–238
-
Friends (TV show), 208
- FTC (Federal Trade Commission), 158
- Fullscreen multichannel network, 242
- FunCheapOrFree YouTube channel, 268
- Funny or Die parody series, 145
G
- Galifianakis, Zach, 145–146
- Gaming YouTube channel, 157
- GayLeaFoodCoop, 78
- GDN. See Google Display Network
- Geico, 26
- geographic marketing dimensions, 36, 47–48
- Geographic report, 306
- Gillette, 24
- Good Mythical Morning YouTube channel, 198
- good standing, 295–298
- community strikes, 297–298
- copyright strikes, 296–297
- defined, 295
- Google
- Google Ads, 109–110
- auction-bought media, 88–90
- campaign setup workflow, 110–117
- ad groups, 115
- budget, 112
- campaign name, 111–112
- campaign type, 111
- companion banners, 117
- conversion tracking, 112–113
- frequency capping, 115
- language, 114
- locations, 114–115
- networks, 113–114
- start and end dates, 113
- target audience, 115
- URLs, 116
- video, 116
- campaign types, 111
- for creating brand awareness and reach, 119–121
- for delivering website traffic, 118
- for designing custom campaigns, 121
- for driving leads, 117
- for product and brand consideration growth, 118–119
- cost per view, 86
- defined, 109
- general discussion, 13, 16
- help resources, 110
- interface, 121–132
- account information, 132
- Ad groups section, 123–125
- Ad schedule section, 131
- Ads & extensions section, 124, 126–127
- Advanced bid adjustment section, 132
- Alerts options, 132
- Audience manager tool, 133
- Audiences section, 128–129
- Bulk actions section, 133
- Campaigns section, 123
- Change history section, 132
- Demographics section, 129
- Devices section, 131
- Go To option, 132
- Help option, 132
- Keyword planner tool, 133
- Keywords section, 127–128
- Landing Pages section, 127
- Locations section, 131
- Measurement section, 133
- Overview section, 122
- Placements section, 130–131
- Portfolio bid strategies tool, 133
- Recommendations section, 122–123
- Refresh option, 132
- Reports option, 132
- Settings section, 131
- Setup section, 134
- Shared budgets tool, 133
- Tools section, 133
- Topics section, 129–130
- Videos section, 127
- media budget, 29–30
- mistakes with, 83
- quality score, 90
- reports, 302–310
- custom dashboards, creating, 309–310
- custom reports, creating, 308–309
- predefined reports, 302–308
- scheduling reports, 310
- signing up with, 110
- support number, 109–110, 134
- text ads, 106
- tours of, 110
- Google AdWords. See Google Ads
- Google Analytics, 314
- Google Cardboard headset, 234
- Google Display Network (GDN), 64, 70–71
- advertising formats, 70–71
- defined, 70
- targeting methods, 71
- viewable cost per thousand, 85
- Google Nexus 5, 214
- Google Preferred, 69–70
- Google Search, 70, 184
- Google Slides, 223
- Google Surveys
- creating surveys on, 53–55
- gaining audience insights from, 52–56
- randomization, 55
- screener questions, 55
- signing in to, 53
- Google Translate, 292
- Google Trends, 47–52
- finding niches with, 184
- gaining audience insights from, 48–50
- making help videos using, 193
- overview, 47–48
- subscriptions, 51–52
- top charts, 51–52
- trending searches, 51
- Google TrueView
- auction-bought media, 90
- cost per view, 86
- GayLeaFoodCoop example, 78
- in-stream ads, 64, 117, 119–121
- networks and, 114
- overview, 63–65
- paying by view, 30, 63
- Shopping report, 307
- TrueView for Action format, 117
- TrueView Optimization Playbook, 320
- video discovery ads, 64, 78, 118–119
- view count, 64
- Virgin America example, 63
- Google Web Designer, 61
- GoPro YouTube channel, 247
- GorillaPod, 221
- “The Gummy Bear Song,” 47
H
- hard drives, 230
- Hardy, Tom, 152–153
- haul videos, 158
- Hecox, Ian, 346
- Helms, Joey, 206
- help videos, 193–195
- Hero Hub Help framework, 189–195
- help videos, 193–195
- hero videos, 189–190
- hub videos, 190–193
- hero videos, 189–190
- Higa, Ryan, 347
- Home tab shelves (for YouTube channels), 258–260
- editing, 260
- grouping videos, 259
- reordering, 260
- hook, explanation, and information structure, 268
- Hoovies Garage YouTube channel, 269
- how-to videos, 148, 177–179, 193
- HTML5, 60
- hub videos, 190–193
- Hydraulic Press YouTube channel, 181–182
- illustrated explainer videos, 146–147
- image ads
- calls to action, 61
- defined, 61–62
- Free clicks report, 308
- pixels, 61
- pros and cons of, 62
- iMovie, 231–232
- impressions
- cost per thousand, 84–86
- defined, 84
- Impressions report, 325–326
- inappropriate content, 72, 288, 297–298
- Indiegogo, 266
- influencers, 240. See also YouTubers
- in-market audiences, 115, 129, 319
- insights, 37–40
- development approach, 40
- Dove Campaign for Real Beauty example, 39–40
- Four C Framework, 41–44
- overview, 38
- resources for, 44–56
- Google Surveys, 52–56
- Google Trends, 47–52
- social media comments, 56
- YouTube trending videos, 45–47
- inspirational videos, 138, 166–172
- checklist for making, 171–172
- Dove Men+Care example, 167–168
- hero videos, 189
- Volvo Trucks example, 168–170
- WestJet Christmas Miracle example, 168–169
- when to make, 170–172
- interactivity
- adding to content, 201–203
- cards, 280–281
- HTML5, 61
- interest targeting, 71, 319
- interviews, 145–146, 217
- in-video overlay ads, 62
- Item ID report, 307
K
- Key Performance Indicators (KPIs), 20, 23, 33, 339
- keywords
- ad groups, 124, 127–128
- Automatic placements report, 308
- campaign setup workflow, 115
- channels, 291
- Keyword planner tool, 133
- Search keyword report, 303
- settings for, 127–128
- tags, 271
- targeting methods, 71
- third-party tools, 184
- video description, 269
- Khan, Salman, 138–139
- The Khan Academy, 138–139
- Kickstarter, 266
- Kin Community multichannel network, 242
- The King of Random YouTube channel, 268
- Kjellberg, Felix (PewDiePie), 262, 266, 346
- Kleenex, 26
- KPIs (Key Performance Indicators), 20, 23, 33, 339
L
- Labels report, 306
- landing pages, 60–61, 89, 127, 316
- language, 114, 274, 291–292, 328
- lavalier microphones, 217–218
- lead-driving campaigns, 117, 315–317
- lean in vs. lean back, 163–164
- lecture recordings, 144–145
- lighting, 216–220
- natural lighting, 218–219
- one-light solutions, 219
- three-light solutions, 219–220
- Likes and dislikes report, 330
- lineups, 69–70
- link cards, 280
- links, 251–252, 270, 288
- lip synch videos, 161
- listicle videos, 142–143
- Live streaming report, 328
- livestreaming, 232–233, 285, 288, 328
- locations, 226
- Logan Paul Vlogs, 348
- logos
- as brand assets, 98
- clear branding, 103
- denouement, 95
- as mandatories, 33, 99
- merchandising, 266
- watermarks, 103
- long-tail audience, 195
- LostLeBlanc YouTube channel, 268
- Lowe’s Home Improvement, 177–179, 247
- loyalty
- content strategy for, 26, 317, 323
- incentive techniques, 26
- Kleenex example, 26
- loyal customers, defined, 25
- metrics for, 26
- Lynch, Drew, 269
M
- Mac Cosmetics, 147
- MacDonald, Joanna, 175
- Machinima multichannel network, 242
- mandatories, 33, 99
- Marbles, Jenna, 158, 348
- marijuana, 72
- marketing agencies, 236–237
- marketing calendars, 188–189, 196
- marketing dimensions, 36–37
- marketing funnel. See consumer journey funnel
- marketing messages
- defined, 75
- developing, 75–76
- simplicity, 75
- testing, 105–106
- marketing mix
- cause marketing as part of, 175
- trending videos as part of, 185
- YouTube as part of, , –10
- Markiplier YouTube channel, 347
- MC ID (Merchant Center ID) report, 307
- McDonald’s, 97–98
- MCNs (multichannel networks), 242
- media agencies, 83–84
- media budget, 29–30
- media buyers, 236
- media consumption marketing dimensions, 37
- memes, 168
- memory storage, 215–217
- capacity of, 217
- DSLR cameras and, 215
- speed of, 217
- video quality and, 214
- merchandising, 266
- Merchant Center ID (MC ID) report, 307
- metrics and analytics, 301
- for brand and product consideration campaigns, 22, 313–315
- for brand awareness and reach campaigns, 21, 312–313
- brief development, 13
- campaign optimization in response to, 317–320, 343
- conversion-focused marketing, 23
- Google Ads reports, 302–310
- Google Analytics, 314
- for lead-driving campaigns, 315–317
- loyalty maintenance, 26
- measuring success, 15–16
- metrics, defined, 21
- overview, 311–312
- views vs. business results, 15
- for website-traffic campaigns, 313–315
- YouTube Analytics, 321–333
- Meyers, Seth, 253
- micro-moments framework, 76–81
- conventional approach vs., 77
- micro-moments, defined, 76
- mobile device usage, 76–77
- want-to-buy moments, 80
- want-to-do moments, 79
- want-to-go moments, 80–81
- want-to-know moments, 78
- want-to-watch moments, 77
- microphones
- hot shoe for, 217
- kinds of, 217–218
- pickup ranges of, 217
- production budget, 29
- screencasts, 142
- testing audio, 218
- microSD memory cards, 217
- Microsoft PowerPoint, 223
- Middleton, Daniel (DanTDM), 262
- midroll ads, 66
- misrepresentation, 73, 269
- mission statements, 174
- moderators, 288
- monetizing channels, 261–266
- brand partnerships, 265
- crowdfunding, 266
- merchandising, 266
- Patreon, 265
- YouTube Partner Program, 262–265
- monopods, 220
- movies, full-length, 156
- MTV, 83
- multichannel networks (MCNs), 242
- multivariate testing, 106
- music videos, 161
N
- natural lighting, 218–219
- news channel videos, 154–155, 184–185
- niches. See popular niches
- Nielsen Consumer Neuroscience, 102
- Nigahiga YouTube channel, 347
- Nike, 173–174
- Ninja game, 156, 347
- nonskippable video ads, 65–66
- one-light solutions, 219
- online marketplace services, 238–240
- online resources
- AdSense, 264
- Under Armour playlists, 191
- brand lift, 315
- BuzzFeed, 205
- Cheat Sheet (companion to book),
- Content ID tool, 297
- Daydream, 234
- Epic Rap Battles of History, 202
- The Fine Brothers, 206
- Geico videos, 26
- Google accounts, 110, 248
- Google Ads, 66
- Google advertising policies, 74
- Google Analytics, 314
- Google Cardboard, 234
- Google Preferred, 69
- Google Preferred lineups, 70
- Google Translate, 292
- Google Web Designer, 61
- GoPro, 247
- Indiegogo, 266
- Joey Helms, 206
- The Khan Academy, 138
- Kickstarter, 266
- Lowe’s Home Improvement, 247
- Matt Santoro, 143
- mobile device usage, 75
- Patreon, 265
- Primitive Technology, 181
- Red Bull Music Academy program, 144
- Red Bull YouTube channel, 247
- Social Blade, 345
- Sony Pictures Entertainment, 152
- TEDTalks, 150
- TikTok, 161
- TrueView Optimization Playbook, 320
- union information, 227
- TheUnsolicitedProject, 266
- YouTube account verification, 273
- YouTube ad formats, 60
- YouTube Ads Leaderboard, 96, 318
- YouTube blog, 232
- YouTube channel art templates, 251
- YouTube channel verification, 232
- YouTube Community guidelines, 298
- YouTube Copyright School, 296
- YouTube counter notification, 297
- YouTube Creator Benefits program, 289
- YouTube gaming channel, 157
- YouTube Masthead creator, 69
- YouTube Partner Program, 263
- YouTube policies, 159–160
- YouTube trending videos page, 184
- YouTube vs. other social media platforms, 102
- YouTube webcam information, 233
- Operation Finally Home, 26
- Oreo, 160–161, 346
- outsourcing video creation, 235–240
- advertising and marketing agencies, 236–237
- local freelancers, 237–238
- online marketplace services, 238–240
- video creation tools, 240
- video production companies, 237
- out-stream ads, 120–121
- overshooting, 229
- OWN YouTube channel, 290
P
- Padilla, Anthony, 346
- Page, Jordan, 268
- Paid and organic report, 303
- paid media, 81–84, 109–134
- buying, 88–91
- through auctions, 88–90
- through reserves, 90–91
- buying through media agencies, 83–84
- buying yourself, 82–83
- content discoverability with, 208
- content shareability and, 198
- defined, 81
- Google Ads, 109–110
- auction-bought media, 88–90
- campaign setup workflow, 110–117
- campaign types, 111
- defined, 109
- general discussion, 13, 16
- help resources, 110
- interface, 121–132
- media budget, 29–30
- mistakes with, 83
- quality score, 90
- signing up with, 110
- support number, 109–110, 134
- text ads, 106
- tours of, 110
- not optional, 340
- pricing models for, 84–88
- Park, Andrew, 146–147
- parody videos, 145, 154, 159–160, 166
- Patreon, 265
- Paul, Jake, 156, 348
- Paul, Logan, 348
- Payton, Spirit, 180
- performance marketers, 23
- permission, 99, 143, 165, 170–171, 226–227, 276–277
- PewDiePie (Felix Kjellberg), 262, 266, 346
- phone cameras, 214–215, 229
- pick-up range of microphones, 217
- Pink, Dan, 146–147
- placement targeting, 71
- planners, 236
- Playback locations report, 327
- playlist cards, 280
- playlists, 273, 280, 285, 330
- poll cards, 280
- popular niches, 180–184
- benefitting from, 180–182
- defined, 180
- finding, 182–184
- post-production (editing) phase, 230–232
- rough cuts, 231–232
- saving and exporting, 232
- prank videos, 159–160
- preproduction phase, 221–227
- budget, 227
- call sheet, 226–227
- idea development, 221–222
- legal compliance, 227
- locations, 226
- script writing, 224–225
- shot list, 225–226
- storyboards, 222–224
- presentation videos, 143–144
- Primitive Technology YouTube channel, 181
- product and brand consideration. See brand and product consideration
- product integration, 156
- Product type report, 307
- product usage marketing dimensions, 37
- production budget, 28–29, 227
- editing, 29
- 80/20 rule, 29
- hardware, 29
- locations, 29
- people, 29
- post-production, 29
- production phase, 227–229
- b-roll, 229
- composition, 228–229
- continuity, 229
- shot planning, 228
- production teams, 236
- profile picture (channel icon), 251–252
- prohibited content and practices, 72–73, 297–298
- psychographic marketing dimensions, 36
- pulsing, 92, 196
- purpose-driven marketing, 175
Q
- question structure, 268
- quick-cut technique (fast-cutting), 100, 225
R
- rationality, appealing to, 103
- Red Bull, 144–145, 247
- remarketing, 71, 115, 319
- reports, 302
- custom dashboards, creating, 309–310
- custom reports, creating, 308–309
- predefined reports, 302–308
- accessing, 302
- Basic reports section, 302–305
- Conversion report section, 305
- Display/Video report section, 307–308
- Extensions report section, 307
- Labels report section, 306
- Locations report section, 306
- Other report section, 308
- Shopping report section, 307
- Time section, 305
- reserve-bought media
- auction-bought media vs., 90–91
- cons of, 91
- defined, 90
- pros of, 90–91
- restricted content, 73–74
- retainers, 236
- review videos, 158
- ring lights, 219
- ring-fencing, 69
- rough cuts, 231–232
- RSA (Royal Society of Art) Animate series, 146–147
- rule of thirds, 228
- run-of-site strategy, 318–319
S
- Samsung, 79
- Santoro, Matt, 143
- saving video, 232
- scheduling campaigns, 91–92
- always-on, 92
- flighting, 91–92
- pulsing, 92
- screencasts, 141–142
- scripts, 105, 149, 185, 201, 223–225
- SD memory cards, 217
- search engine optimization (SEO)
- overview, 295
- title, description, and tags, 271
- video organization, 294
- search interest, 48–49
- Search keyword report, 303
- Search terms report, 303
- self-sticks, 220
- sensory approach, 103
- SEO. See search engine optimization
- Sephora, 147
- shareability, 198–199
- of hero videos, 190
- of inspirational videos, 168, 171
- Sharing report, 331
- short films, 156
- shot lists, 225–226
- shotgun microphones, 217
- signals of intent, 24
- Singh, Lilly, 262
- sketch videos, 159
- skippable video ads
- auction-bought media, 90
- defined, 62
- Google TrueView, 63–64, 117, 120
- nonskippable vs., 65
- pros and cons of, 65
- Smosh YouTube channel, 346
- snackable educational content, 143
- Social Blade, 345
- social media
- audience insights from comments, 56
- posting surveys on, 52
- Sony Pictures Entertainment, 152–153
- sound persons, 237
- source citation, 150
- spherical capture option on cameras, 233
- spree videos, 158
- square video setting, 229
- Star, Jeffree, 156, 348
- statement structure, 268–269
- Store ID report, 307
- Store visit report, 305
- story arcs, 94–96
- storyboards, 222–224
- street marketing, 23
- Style Haul multichannel network, 242
- subscriptions
- channel subscriptions, 26, 287
- Google Trends search subscriptions, 51
- growing subscribers, 333
- Patreon, 265
- Subscribers report, 329–330
- using hub videos to attract, 192
- video creation tools, 240
- YouTube Premium, 323, 326
- subtitles (closed captions [CC]), 281, 291–292
- Super Chat feature, 287–288
- super cuts videos, 162–163, 167
- supers, 101
- supervising producers, 237
- sustainability, 206–207
- syndicated content, 192
T
- tags, 270–271, 273, 275
- talking head videos, 142
- TBS, 268
- technical quality standards, 74
- TEDTalks, 143, 145, 150
- teleprompters, 225
- 1080p HD (High Definition) video quality, 214
- text ads, 70, 84, 106, 127, 133
- themes, 175–179
- alignment with goals, 175
- defined, 175
- generating ideas for, 176–177
- Lowe’s Home Improvement example, 177–179
- Think With Google resource, 56
- three-light solutions, 219–220
- thumbnails, 271–273, 275
- TikTok, 161
- titles, 267–269, 273, 275
- clickbait, 269
- hook, explanation, and information structure, 268
- question structure, 268
- statement structure, 268–269
- Tom Ford, 101
- Topic report, 307
- topic targeting, 71
- Traffic sources report, 327–328
- transcriptions, 291
- Translations report, 328
- trending videos. See also Google Trends
- content strategy, 184–185
- evergreen videos vs., 187
- YouTube trending videos page, 45, 184
- YouTube trends blog, 47
- trimming video, 277–278
- tripods, 220–221
- trolls, 286
- TrueView. See Google TrueView
- TrueView Optimization Playbook, 320
- tutorials, 138–139, 147–148, 162
U
- unboxing videos, 157
- Under Armour YouTube channel, 191
- Unilever, 25
- unions, 227
- University of Toronto, 140
- Unskippable Labs, 107
- TheUnsolicitedProject YouTube channel, 266
- uploading videos, 272–275
- User locations report, 306
V
- Van Damme, Jean Claude, 168–169
- velocity
- of data, –9
- of views, 45, 189
- Verlander, Justin, 191
- video ads (GDN ad format), 71
- video blogs. See vlogs
- video cards, 280
- video content formats, 137–172
- content strategy and, 172
- educational videos, 138–150
- entertainment videos, 150–166
- inspirational videos, 166–172
- overview, 138
- video creation, 213–234
- advanced options, 232–234
- livestreaming, 232–233
- 360-degree video, 233
- virtual reality, 234
- core considerations, 197–209
- accessibility, 208
- authenticity, 208–209
- consistency, 203–205
- conversational approach, 200–201
- discoverability, 207–208
- interactivity, 201–203
- shareability, 198–199
- sustainability, 206–207
- targeting audience interests, 205–206
- gear for, 213–221
- audio, 216–218
- cameras, 214–216
- lighting sources, 216–220
- tripods, 220–221
- general discussion, 14
- ignoring quality in, 341–342
- post-production phase, 230–232
- preproduction phase, 221–227
- production budget, 29–30
- production phase, 227–229
- tools for, 240
- video game walk-through videos, 156–157
- video production companies, 237
- video publishing, 267–281
- annotations, 280
- audio, 278
- cards, 280–281
- descriptions, 269–270
- end screens, 278–280
- enhancements, 276–278
- subtitles, 281
- tags, 270–271
- thumbnails, 271–272
- titles, 267–269
- uploading, 272–275
- video release forms, 227
- videographers (cinematographers), 237
- Videos in playlists report, 330
- viral videos
- defined, 323
- hero videos as, 189–190
- shareability and, 331
- YouTube trending videos page, 45
- YouTube trends blog, 47
- Virgin America, 63
- virtual reality, 234
- vlogs (video blogs), 23, 158–159
- ask-me-anything videos, 159
- conversational approach, 200–201
- drive-with-me videos, 159
- using DSLR cameras for, 215
- YouTube voice, 100
- voice-overs, 141
- Volvo Trucks, 168–170
W
- Warby Parker, 142, 255
- watch time, 324–325, 332
- Watch time report, 324–325
- watermarks, 103, 290
- Waters, Joe, 175
- web series, 152, 155–156, 178, 191
- webcams
- for livestreaming, 232
- for talking head videos, 142
- for tutorials, 147
- website-traffic campaigns, 118, 315–317
- WestJet Christmas Miracle video, 168–170
- Winfrey, Oprah, 290
Y
- YouTube
- attention paid to video ads vs. other social media platforms, 102
- content uploaded per minute, ,
- Gaming channel, 157
- growth of,
- trending video page, 45–47
- visitors per month, ,
- YouTube Ads Leaderboard, 96, 318
- YouTube Analytics, 16, 321–333
- campaign optimization in response to, 332–333
- dashboard, 321–322
- exporting reports, 323
- Interaction reports section, 329–332
- Revenue reports section, 323–324
- Watch Time Reports section, 324–328
- YouTube marketing, –33
- advertising vs. content, 10–11
- briefs, 30–33
- budgets, 27–30
- business challenges, 17–19
- common mistakes, 337–343
- copycatting, 341
- doing too much, 337–338
- failing to optimize, 343
- forgetting about audience, 339
- giving up too early, 342–343
- ignoring quality in video creation, 341–342
- neglecting to make creative, 340
- not setting success criteria, 338–339
- single-point distribution, 342
- thinking paid media is optional, 340
- components of successful, 12–16
- briefs, 12–13
- channel and community management, 14
- content strategy, 13–14
- harnessing power of video ads, 13
- metrics and analytics, 15–16
- video creation, 14
- consumer journey funnel, 19–27
- brand and product consideration, 22
- brand awareness and reach, 21
- conversion, 23
- engagement, 22–23
- loyalty and advocacy, 25–27
- double-checking settings, 83
- hesitancy to use, , –10
- reasons to consider, –10
- big data, –9
- frequency of visits,
- growth of YouTube,
- part of marketing mix, –10
- receptivity of audience,
- types of marketers, 11–12
- YouTube Masthead, 21
- creator tool for, 69
- defined, 68
- pros of, 69
- reserve-bought media, 90
- YouTube Partner Program (YPP), 262–265, 289
- AdSense, 263–264
- eligibility, 262–263
- monetization preferences, 264
- review of application, 265
- terms and conditions, 263
- YouTube Premium, 323, 326
- YouTube Premium report, 326
- YouTube search terms report, 307
- YouTube Studio, 284, 322. See also Creator Studio Classic
- YouTube Thumbnail Maker, 272
- YouTube Trending video page, 45, 184
- YouTube voice, 100
- YouTubers
- collaborating on video creation with, 242
- most popular, 345–349
- top-earning, 262
- YPP. See YouTube Partner Program
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