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Index

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

The Atlantic, 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, 8
- 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, 8–9
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, 9–10
- 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
- when to make, 140
edutainment, 148

TheEllenShow, 269

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
- when to make, 151–152
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
- accounts, 110, 248
- brand purpose, 174
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

I

#IceBucketChallenge, 47

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

J

jingles, 98, 103
John St., 159–160
Jones, Ben, 107

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, 1, 9–10
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

O

offline editing, 231

180-degree rule, 229

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), 3
- 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
- scheduling reports, 310
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

360-degree video, 233

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, 8–9
- 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

The Voice (TV show), 257

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, 1, 8
- Gaming channel, 157
- growth of, 8
- trending video page, 45–47
- visitors per month, 1, 8
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, 7–33
- 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, 1, 8–10
- reasons to consider, 7–10
  - big data, 8–9
  - frequency of visits, 7
  - growth of YouTube, 8
  - part of marketing mix, 9–10
  - receptivity of audience, 8
- 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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Table of Contents for Index

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Numerics

A

B

C

D

E

F

G

H

I

J

K

L

M

N

O

P

Q

R

S

T

U

V

W

Y

Table of Contents for
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