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Delivering traditional video marketing with YouTube

From: YouTube Projects for Business and Marketing

Video: Delivering traditional video marketing with YouTube

We've talked some about using YouTube for the traditional purpose of distributing marketing videos. I want to go a little bit deeper into this area and offer some tips for when your goals pretty much track with the goals of traditional video marketing. But you want to use YouTube as your distribution platform. In most cases, this will work just perfectly, but you do need to think about your audience. Are they online? Do they have a fast internet connection? And do they have the know how to quickly use YouTube? Now, when we first started designing for the web, maybe 15 or 20 years ago, a rule of thumb was that for older audiences, you really couldn't count on them being able to use the web effectively, or especially to have high bandwidth.

Delivering traditional video marketing with YouTube

We've talked some about using YouTube for the traditional purpose of distributing marketing videos. I want to go a little bit deeper into this area and offer some tips for when your goals pretty much track with the goals of traditional video marketing. But you want to use YouTube as your distribution platform. In most cases, this will work just perfectly, but you do need to think about your audience. Are they online? Do they have a fast internet connection? And do they have the know how to quickly use YouTube? Now, when we first started designing for the web, maybe 15 or 20 years ago, a rule of thumb was that for older audiences, you really couldn't count on them being able to use the web effectively, or especially to have high bandwidth.

But today that's not true at all, so this always changes, and as a marketer, one of your jobs is to understand your audience. And for instance in certain international areas or in certain demographic equations YouTube might not be the best choice if DVDs in particular are still more common for your audience or more comfortable. If you do decide to go with YouTube, or in fact any online delivery of your marketing video, consider that users do tend to view smaller chunks of video online than when they sit down and put a DVD in.

So consider breaking your video up into smaller chunks to use online. And in fact we have a whole movie that illustrates doing that. Consider producing for the small screen and this is a little tricky, because the premises that we're making traditional marketing videos we're just distributing them on, on YouTube. That's a little different then we're making dedicated mobile or dedicated small screen videos, but I do think that videos for the small screen can start to influence your marketing videos without necessarily changing all of the tenets.

For instance, I think shooting a tighter framing on interviews a medium tight or tight shot, a true close up. Might be a good choice that wouldn't detract from a traditional marketing video but would in fact work better in some YouTube scenarios. I know this may seem opposite but I do recommend that you use high-definition for your marketing production intended for YouTube. Now granted not everyone is going to see it in HD or High Definition.

But some users will be able to view the High Definition file immediately, and you're also future proofing your work. The assumption is that more and more people will have higher and higher bandwidth Allowing them to view the larger HD video. So, if it's already prepared, for those who don't have high bandwidth, or don't yet have it, they can see the smaller one. And, in the future, more and more people will see it in High def. And finally, don't neglect the audio. This is certainly a tip that could go for any marketing video.

But just because it's going to be on YouTube. Don't use that as a free pass to not worry about the microphones or monitoring or mixing because audio is tremendously important for all video communication. So the bottom line here is that YouTube does represent a free, very viable, very technically sound substitute for the older DVD mailer model, and before that, the VHS mailer model. But it's good to consider all of these parameters before you take that jump over to YouTube.

And working on YouTube or working online in any platform may start to change some of the decisions you're making in your production process. But if you're going down a road of distributing traditional marketing content on YouTube hopefully, those changes are minimal. And you're presenting your content pretty consistent with how it would be on a DVD. But I would consider some of these tweaks.

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YouTube Projects for Business and Marketing

31 video lessons · 6666 viewers

Jason Osder
Author

 
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  1. 2m 30s
    1. Welcome
      53s
    2. Using the exercise files
      53s
    3. Who is this course for?
      44s
  2. 15m 1s
    1. Who is watching? YouTube by the numbers
      2m 45s
    2. Creating marketing videos
      4m 50s
    3. Developing a social marketing presence
      3m 1s
    4. Advertising with YouTube
      3m 13s
    5. Using YouTube as part of an integrated marketing strategy
      1m 12s
  3. 8m 43s
    1. Defining goals
      1m 37s
    2. Creating a content map
      2m 46s
    3. Developing wireframes for site content
      1m 51s
    4. Working with use case scenarios
      2m 29s
  4. 18m 38s
    1. Delivering traditional video marketing with YouTube
      4m 6s
    2. Creating serialized content
      7m 34s
    3. Creating content with personality
      3m 17s
    4. Incorporating graphic elements
      3m 41s
  5. 15m 20s
    1. Understanding YouTube channels for business and marketing
      2m 56s
    2. Adding a logo image
      3m 10s
    3. Adding channel art for multiple devices
      5m 45s
    4. Adding a description and links
      3m 29s
  6. 12m 38s
    1. Creating customer dialogue on YouTube
      4m 1s
    2. Integrating YouTube with Facebook and Twitter
      5m 50s
    3. Working with user-made video
      2m 47s
  7. 15m 17s
    1. Using YouTube with WordPress
      5m 40s
    2. Working with YouTube plugins
      6m 39s
    3. Changing video thumbnails
      2m 58s
  8. 22m 2s
    1. Understanding advertising on YouTube
      3m 56s
    2. Placing a YouTube ad
      11m 11s
    3. Managing and monitoring ads
      4m 42s
    4. Linking AdWords and YouTube accounts
      2m 13s
  9. 1m 24s
    1. Next steps
      1m 24s

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