Tag Archives: You Tube
I shot this footage last weekend with my GoPro Hero 3. I had no particular reason for shooting it, other than to try the waterproof case and 120 frames per second frame rate. The footage is slowed to 30fps using GoPro Cineform Studio. Watch it in 720p HD, full screen to get right in those rapids.
My latest content marketing video.
It is my understanding that a major benefit to content marketing is discovery. If you put content out there, people might bump into it while wandering around online. And they might follow that content back to your home base on the Web. This is something that I concern myself with on a daily basis as a person creating content for a major retailer. I also know that if one of your goals is to get found on the Web, you better understand how Google fits into the equation.
The Agent of Discovery
The folks at Google are working very hard to maintain their position as the world’s preferred resource for discovering content on the Web. That is why their services are constantly evolving. The new PlayStation 3 YouTube app is a perfect example. Google is improving the user experience on YouTube in as many ways as possible with the goal of keeping people on the site longer. The new PlayStation app brings YouTube to your TV, where people are used to spending hours watching video. If YouTube can deliver a great viewing experience in the living room, on the biggest screen in your house, people should be willing to stay engaged on the site for extended periods of time. More time on the site will eventually lead to more ads served, and more profits for Google.
The User Experience
For the plan to pay off, YouTube will have to deliver on the user experience. I recently installed the new app to give it a try. There are some highlights, and there are also some opportunities for improvement. The navigation is a bit cumbersome using the PlayStation remote. I had to blow through tons of pre-populated content categories one at a time to get to the stuff I really wanted. On the other hand, the device pairing feature is a massive highlight. I can go straight to my subscriptions, or search for what I want with ease. My Kindle Fire and Android phone are now highly sophisticated, touch screen TV remotes. The device pairing is easy, and there is hardly any delay between selecting a video with my hand-held device, and seeing it play on my TV. See for yourself if you like in the video above.
The Relevance To Content Marketers
I think the case for content marketing on YouTube was already pretty strong, but it just got a whole lot stronger. I see a lot of potential in apps that take advantage of the devices that people are already using. As average folks begin to spend longer periods of time on the site, the opportunity to engage with customers grows. YouTube will continue to develop new ways to help people discover content that is relevant to their interests. If you are publishing good content that is related to your business, chances are that it will be seen by an audience that actually wants to interact with your company. That’s a lot better than interrupting someone’s entertainment with an ad. As YouTube pushes its way into our daily lives, the audience will only grow, and get more social. Publishing on YouTube will become an even more powerful way to reach a specific target, and spread your content via social media through that network.
The Flip Side For Advertisers
The flip side of this trend is that other paid media may decrease in effectiveness. If people are spending more time on YouTube, they must be spending less on something else. That something else is likely going to be TV. As it becomes more difficult to see results through traditional TV ads, supplementing those efforts with content on YouTube will be crucial. Get in the game now, and figure out what your customers want to see on YouTube. If you can do that, you may find that your branded videos are playing on TV screens rather than your competitors’ commercials.
Some more of my work below…
I recently started helping to develop a YouTube channel that has been around since 2010. I joined the team that creates content for the channel, and have been sharing some of my ideas to improve our efforts. One of the things we started to do right away was create an editorial calendar with the goal of publishing one video per week.
It’s no secret that publishing regularly will help the performance of a channel. This is one of the first, and most frequently appearing pieces of advice I have encountered while studying up on YouTube. What I did find surprising, however, is that our publishing frequency appears to be helping our overall views in a very specific way.
Video views via YouTube’s suggested video feature have risen dramatically. It almost seems like YouTube is rewarding us for publishing frequently by recommending content from our channel. And it’s not just the fresh content that is getting recommended. Videos that are over a year old, and that have almost never been viewed as a YouTube suggested video before, are suddenly getting tons of views this way.
There are lots of theories on the web about how to optimize your channel for YouTube’s algorithms. I’ve read many of them, but I have yet to see where anyone else attributes publishing frequency to how often your videos get suggested. Based on the dates that this sudden rise of views occurred, I can’t think of anything else that would have caused it.
If you are trying to build views on a YouTube channel, then I’m sure you already know to publish on frequent, regular intervals. But if you’re not doing it yet, make it a priority, and keep an eye on your YouTube Analytics. I’d be willing to bet the traffic from YouTube suggested videos gets a nice bump.
For all kinds of other tips straight from YouTube, download the Creator Playbook at http://www.youtube.com/yt/creators/playbook.html.
A little bit of branding
I’ve been busy trying to make all of my various social media channels work together. Basically, I have been throwing my signature and portrait all over everything with a profile page. I’m already sick of looking at this picture of myself. It’s all for a good reason though. I want every social media page I have to look like it belongs to this blog, and I want each one to serve a specific purpose. Often times I see bloggers begging their readers to “Follow Me!” with those little social media icons in the sidebar. What I don’t often see is a good reason for it. Usually you will find the same exact content from the blog, or links back to the blog that you just came from, or sometimes nothing at all.
Giving it all a purpose
I have a plan to make sure that each of my social media links has a reason to exist. Here is how I intend to use each profile:
The Facebook wall does a really nice job of sharing links. When you put a link on your wall, you get a thumbnail image and a short description, both of which are pulled directly from the linked page. You also get to add your two cents with a comment, and other people can comment as well. My Facebook page will act as a sort of shared RSS feed, with the potential for a social dialogue.
Twitter is all about what’s happening right now. I will use my feed to share anything that’s newsworthy and current. I’d like to start sharing more smartphone photos on Twitter, since I’m all about getting multimedia into social media. One thing I don’t want to do is tweet for no reason. I’m not going to post “good morning” as soon as I wake up every day. If you see a tweet from me, it’s because I really wanted to share some kind of news that I think is worthwhile.
The biggest video sharing site is sort of a dumping ground, but with some really nice features. One thing I like is that my Android phone and You Tube are best buds. I can take videos clips from my phone, and upload them to the site instantly. Then I can edit them together using You Tube’s online video editor. It’s an incredibly fast and mobile way to get videos out to the masses. My You Tube channel will be for sharing quickly made videos where quality isn’t as important as mobility and speed.
Vimeo focuses more on quality than quantity. This will be my outlet for video work that I care a bit more about.
Flickr, Picasa, or Facebook?
The last piece of the puzzle is a place to share photography. The only problem is that I’m not thrilled with any of my options. Flickr is kind of clumsy. Picasa feels under developed. The nicest option might actually be Facebook. The galleries are pretty easy to navigate, and it is very social. Since I’m already utilizing Facebook, it probably wouldn’t hurt to start sharing photos and even videos there as well.