Tag: youtube

Do What You Do Well (Unlike YouTube)

YouTube Shorts and these voiceovers are a mistake, in my opinion. YouTube does a few things very well. Long form videos. Discovery marketing. Algorithmic suggestions that draw people in to long binges of watching.Ā 

You donā€™t need to chase something that you think is a market driver if itā€™s not a core competency.

Do what you do and do it very well and the market will reward you long-term. These short-term plays expend resources and revenues.Ā 

YouTube Shorts adds TikTok-style artificial voiceovers – The Verge:

YouTube has announced a set of new features for YouTube Shorts, some of which are available now, like a new text-to-speech video narration that lets you add an artificial voiceover. On TikTok, those are the sometimes startlingly robotic voices that you hear a lot on videos with something to promote.

Don Jr’s Site is on Shopify

Donald Trump Jr is tweeting about how “big tech” is cracking down on “free speech” after his father was booted from Twitter, FB, IG, YouTube etc over the last few days as a result of the Jan 6 terrorist attack on our nation’s Capitol.

Not good marketing

What’s interesting here is that Trump Jr is using Shopify to sell books and bulk up his newsletter subscriptions after Shopify moved to also ban Trump-related sites this week:

Shopify does not tolerate actions that incite violence. Based on recent events, we have determined that the actions by President Donald J. Trump violate our Acceptable Use Policy, which prohibits promotion or support of organizations, platforms or people that threaten or condone violence to further a cause,ā€ a Shopify spokesperson wrote in a statement to TechCrunch. ā€œAs a result, we have terminated stores affiliated with President Trump.

Shopify statement

Regardless of your politics of late, I urge you to build on your own property. Own your own domain, own your own intellectual property, own your own content, and don’t rely on third party providers to host your digital presence, one of your most important assets.

YouTube and ā€œReinforcingā€ Psychologies

“The new A.I., known as Reinforce, was a kind of long-term addiction machine. It was designed to maximize usersā€™ engagement over time by predicting which recommendations would expand their tastes and get them to watch not just one more video but many more.

Reinforce was a huge success. In a talk at an A.I. conference in February, Minmin Chen, a Google Brain researcher, said it was YouTubeā€™s most successful launch in two years. Sitewide views increased by nearly 1 percent, she said ā€” a gain that, at YouTubeā€™s scale, could amount to millions more hours of daily watch time and millions more dollars in advertising revenue per year. She added that the new algorithm was already starting to alter usersā€™ behavior.

ā€œWe can really lead the users toward a different state, versus recommending content that is familiar,ā€ Ms. Chen said.”

via “The Making of a YouTube Radical” by Kevin Roose in the New York Times

Video at every stage of the customer journey

Holistic marketing campaigns that are based on customer journeys and utilize a mixture of text, video, and image based ads have always been the vehicle for real results if you had enough budget.

It’s great to see Google (YouTube) helping to make this reachable for nonprofits, community groups, and religious orgs with a limited budget as well…

Increasingly, video is also leading people to take action. In fact, globally, conversions generated by YouTube ads are up 150 percent year over year.1 Using TrueView for action, you can drive any action on your website thatā€™s important to your business, like booking a trip, scheduling a test drive or requesting more information.

ā€” Read on blog.google/products/ads/results-on-youtube/

Teens Have Officially Moved Beyond Facebook

Wow, these stats are really quite something. Facebook dominates the social media landscape for older Americans, but teens have moved on to YouTube, Instagram, and Snapchat over the last 3-4 years.

Astonishing changes in usage percentages and something Facebook, and marketers, should really be concerned about (yes, Instagram is owned by Facebook but the Newsfeed is still the bulk of $$ for Facebook).

It’s hard to earn back users once young people start leaving, as Friendster and MySpace found out.

The social media landscape in which teens reside looks markedly different than it did as recently as three years ago. In the Centerā€™s 2014-2015 survey of teen social media use, 71% of teens reported being Facebook users. No other platform was used by a clear majority of teens at the time: Around half (52%) of teens said they used Instagram, while 41% reported using Snapchat.

In 2018, three online platforms other than Facebook ā€“ YouTube, Instagram and Snapchat ā€“ are used by sizable majorities of this age group. Meanwhile, 51% of teens now say they use Facebook. The shares of teens who use Twitter and Tumblr are largely comparable to the shares who did so in the 2014-2015 survey.

Source: Teens, Social Media & Technology 2018 | Pew Research Center

10 most downloaded iPhone apps in the world

It might be surprising to Americans, but neither Facebook, Instagram, or YouTube is the most downloaded app on the iPhone anymore. As we continue to move into the 21st Century, we’re seeing the rise of Chinese apps and companies. This will only escalate in the coming years, especially as the US seems more preoccupied with tribalistic policies.

“Known as Douyin in China, Tik Tok is a music video and social media app. The app lets you shoot and edit short clips, then add music and special effects to them. Tik Tok is owned by the same parent company that bought social video app Musical.ly for $1 billion last year”

Facebook-owned apps dominated the App Store charts during the first three months of the year, but a Chinese-made music video app called Tik Tok took first place – Business Insider

The Way the Stems Meet the Curves

youtube_2017_wordmark_before_after

Technically, this is an absolutely fantastic update. They have taken the blunt shapes of the old letters and improved on all of them to create a beautiful wordmark. At small sizes the change is almost imperceptible but at larger sizes the change is a feast. If the way the stems meet the curves on the bottom of each letter doesnā€™t give you heart palpitations then you might be in the wrong industry. That is really masterful. Dork-swooning aside, every letter is better ā€” better designed and better suited for every size and screen possible. Play a little game of Spot the Difference and youā€™ll appreciate what I mean. The wider opening of the ā€œYā€, the rounder sides of the ā€œoā€ and ā€œeā€, the contrast in thicks and thins. So good. Also, the kerning couldnā€™t be better.

via Brand New: New Logo for YouTube done In-house

Details. And kerning.

Don’t be boring or cheap with your logo or wordmark.

Google Embraces Content Marketing on YouTube

Using content that you create inside of your businesses marketing efforts is becoming so important for real success and reach on the social web. Whether it’s graphs on Facebook, pictures on Instagram, snippets on Vine or (especially crucial) videos on YouTube, your business should be creating engaging and creative content.

Google understands this and is throwing its weight behind a developing program aimed at helping advertisers make better YouTube videos that embrace content marketing:

Google Wants to Help Advertisers Make YouTube Videos | Digital – Advertising Age: “The move comes as more brands look to become custom publishers themselves and create content that consumers care about. As a result, agencies across disciplines have set up devoted content groups to advise clients and create, produce and distribute content featuring their clients’ brands.”

While this program is initially open to just a few select brands, it doesn’t mean your brand should wait things out. Now’s the time to start making the kinds of videos that shows off your company/services and what makes you different in a world of cookie cutters.

Spreading Too Thin on Social Sites

Spreading videos you’ve already made (and the ones you haven’t made yet) to social channels is one of the common sense things that many marketers don’t do well.

On top of that, making sure to do more than just link or embed your videos on sites as if you’re simply broadcasting is something most marketers just simply ignore.

Yes, spread your videos around but don’t just dilute your message online by blasting your posts or videos or podcasts everywhereā€¦ just as when you are learning in school, it’s better to go deeper than wider when applying social media strategies. Don’t have time for LinkedIn? Don’t post there. Think Twitter is silly? Don’t tweet. Have no clue why Pinterest is a big deal? Don’t pin.

Find the balance between spreading your content (posts, video, audio, pics etc) but don’t spread yourself too thin on sites that you’re not authentically using and engaging…

Leverage Your Existing Videos on Your Social Media Sites | SoMedia Video Marketing Blog: “LinkedIn, YouTube, Facebook, Google+ are all great places to post your videosā€”in fact I think LinkedIn and Google+ are going to be big destinations for online business video in the near futureā€”which is the key point here: once youā€™ve created a video, you need to ensure you leverage it beyond your website. Donā€™t just hide it on your website, consider all the places where your target audience is online, stake your claim, and post the video there.”

via Tris Hussey on Twitter