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20.07.12 MusicWeek 17
STICKY STUFF
The YouTube algorithm that dictates which videos rise to the platform’s surface is based on the clicks a video gets AND the amount of time that is spent on that video. “Go back to your content and establish whether or not people are watching your videos right through to the end,” says YouTube’s audience development manager Bengu Atamer (left). “Think about different ways that you can encourage viewers to stick to your content more often.” YouTube’s Playbook - the platform’s handbook for creators - suggests adopting a simple formula of hooking the viewer with compelling content first and hitting them
with branding second. “Many viewers decide whether they are going to keep watching your video within the
first 10-15 seconds,” it says. “The first thing the viewer sees should be compelling, whether it is the personality or the content of the
video. Branding, flashy intros and packaging can create a professional quality to your content, but it’s not the star.”
SHARE ALIKE
YouTube isn’t just a video hub, it’s a social platform. Engage with your audience by making the most of comments, Likes and shares and encourage your viewers to do the same. Make your content embeddable outside of YouTube for greater discovery around the web.
ANALYSE THIS
YouTube enables you to get an understanding of who your audience actually is. The analytics tools available to YouTube Partners can pinpoint anything from a viewer’s age and location to how long they watch a particular video for or how they found your content. “A lot of labels that we work with use that kind of information to plan their tours,”
says Zofia Bajokowska. “Let’s say 20% of your audience is from the Netherlands and you weren’t aware that there was such a following there, you’ll be able to pinpoint areas to focus your attention and sales on. “It gives you more tools to plan campaigns. Many labels use them to see where there’s a lack of penetration as well. If you don’t have a presence in certain markets, perhaps you should consider working with a licensee to exploit the gap.”
ON TREND
YouTube has become an effective search engine in its own right so it pays to know what people are searching for in order to exploit trends with relevant content. “Establish key dates or time periods when content might be more sought
after,” suggests YouTube’s Audience Development Manager Bengu Atamer. “Are there any trends that you can build upon?” “A good example is Katy Perry [right] who, although a well established artist, did a
take on Rebecca Black’s Friday because she knew that it was trending. “When you know that certain content is being searched for on YouTube you can create a strategy to
leverage that traffic back to your own content. “If you’re holding a big catalogue archive, ask yourself when it’s best to push that catalogue on YouTube.
Are there any key events or dates that you should be noting? “For example, Freddie Mercury’s content might be searched for or trending on World Aids Day and therefore more discoverable.”
YOUTUBE TIPS
• A ‘Channel’ is an organised and discoverable way for artists to present their catalogue on YouTube
• It all goes back to data. The more you get an understanding of key dates and YouTube trends the more you can build on that with a programming strategy
• Use annotations on your videos. If you ask viewers to ‘click here to subscribe’, they are more likely to do so
• Curate your channel’s content and create playlists to give your audiences a more enriched level of consumption
• Think about repackaging content like interviews, backstage videos and long chunks of concert footage in such a way that they are optimised for YouTube
• Make sure the type of ads you use and the type of revenue you generate doesn’t alienate your audience
GOT THE T-SHIRT Another benefit of being a YouTube Partner is the ability to generate revenue offline. You can use YouTube and its captive audience to grow sales of merchandise, digital downloads and tickets. “About six months ago we launched our
YouTube Merch Store [left], which gives access to
affiliates such as Topspin, SoundClick and Google Play to really make the most of your captive audience,” says Zofia Bajokowska. “If you’re someone who has 135 million views then you can take
advantage of your channel’s traffic by giving viewers the option to buy a product straight away. Just being able to push your audience towards digital downloads and tickets gives you an ancillary tool to develop revenue beyond YouTube.”
AD FAB
Included in YouTube’s ad arsenal is a range of different ‘skip’ options, which can create a more fluid viewing experience. When it does comes to advertising on YouTube, make sure that you are aligning your strategy with what your label and artists represent.
“You can generate revenue through ads placed
on your own videos, on your channel or across other channels,” says Bajokowska. “We’ve got a whole suite of ads, but you have to work out which of them are suitable for you and which your audience will actually respond to.
FAN FLICKS YouTube will happily take down any content at the request of copyright holders but, with the help of its Content ID digital fingerprint system, there are potentially more lucrative options available. “Copyright isn’t just a take down right,” explains
Greg Quillard (left) of YouTube’s Partner Product Solutions department, “It’s a control right that allows you to montise your content should you wish to.” Uploading both your visual and audio material to YouTube’s
Content ID system allows the system to recognise when a fan uploads a copy to their own channel or uses your track on one of their holiday videos, for example. That content can be monetised on your behalf, sending full reports to the necessary collection societies and publishers. “People who use your tracks on their videos are actually your
fans,” says Quillard. “Content ID has great benefits for the user experience because it doesn’t frustrate the usage and it lets you generate revenue. We think it’s a major benefit of YouTube over other platforms. “The revenue gained from user generated content has grown
tremendously since 2009, not just because usage has grown but because a lot of labels have joined the platform, uploaded their content and started generating revenue with Content ID.”
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