Google I/O 2012 - YouTube Channels: Get with the Program!


Uploaded by GoogleDevelopers on 03.07.2012

Transcript:

DROR SHIMSHOWITZ: Morning everyone.

I hope the keynote was good.
My name is Dror Shimshowitz.
AJ CRANE: And I am AJ Crane.
DROR SHIMSHOWITZ: And we're with the YouTube product team.
We work on creators and curators.
And we're here to tell you how to get with the program.

Lots of the talks at I/O, over the next couple days, will be
super technical, lots of API discussions.
But today, we're going to talk to you about the softer side
of things, how you can use YouTube as a great content
platform in order to tell the world about your company and
your startup.
So let me just take a quick poll.
Who here, their company, has a YouTube channel already?
Can you raise your hand?
It's about 2/3.
That's more than I expected.
What about a Google+ page?
Facebook fan page?
Twitter handles?
Everybody, especially for the latter ones.
So the first question I'd like to ask is, how come everybody
has a Google+ page and a Twitter handle, but not a
YouTube channel?

AJ CRANE: Well, it might be because making
video is really hard.
DROR SHIMSHOWITZ: So that's exactly the myth that we want
to dispel today, that you too can start creating videos and
get your own YouTube channel going.
And in order to prove that point, we wanted to start off
by going down to Ojai, California and check in with a
local business down there, who has been using YouTube very
successfully, over the past year.

[VIDEO PLAYBACK]
-You probably thought this deer was alive, and this
coyote was alive, and this pheasant was alive.
Nope.
They're not They're dead.
They've been taxidermised by Chuck
Testa, Ojai Valley Taxidermy.
I specialize in the most life-like dead animals
anywhere, period.
-Look at that antelope driving a car.

-Nope.
It's just Chuck Testa.
-Oh no, there's a bear in my bed!
-Nope.
Chuck Testa.
-Hold on a second.
[GROWL]
There's a leopard feeding on an impala out on my deck.
-Nope.
It's just Chuck Testa with another realistic mount.
Ship to me from anywhere.
Call Chuck Testa for the most lifelike dead
animals around, period.
-Did that rhino just order a drink?
-Nope.
-Check Testa does not taxidermise pets.
[END VIDEO PLAYBACK]
DROR SHIMSHOWITZ: And if we go below, we see he's gotten 12
million views.
So in all seriousness, the point is, if a local business
in Ojai, California, which is not super high tech, can make
good use of YouTube, then we think you can as well.

So what we're going to do today is, first, we're going
to catch you up on all the latest and greatest with
YouTube, show you how far we've gotten with the product.
Then the heart of the presentation, we'll talk to
you about all the great ways that you can use YouTube for
your startup and your company.
And then we'll wrap it up with some more tactical tips and
tricks and then open it up to questions.

So first, how far has YouTube gotten in the last few years?
YouTube is now watched by most people on the web each month.
Whether they are coming the directly to the site, or they
watch our embedded player, which is on lots of sites and
blogs throughout the web, lots and lots of people consume
online video.
And most of those people are consuming
YouTube content today.
It's a huge audience, and it continues to grow.
And in fact, YouTube is now the
third-largest site on the web.
So think about, if your company is not on YouTube,
you're not on the third largest site, you're not on
the second-largest search engine on the web.

Beyond coming directly to the site, when people watch
YouTube videos, they love to share them.
This is very social content.
And so, whether it's 700 videos shared on Twitter every
minute or on other social platforms or people just
emailing and sharing out links in lots of different ways,
this content is inherently viral.
And even if a consumer doesn't have a habit of coming to
YouTube each day-- like maybe my mom, she's not a big
YouTube user--
I'm sending her videos all the time, and she watches them,
because I'm her son, and I sent it to her.
So YouTube is increasingly getting in front of most of
the consumers and the viewers on the web, whether or not
they come directly to the site.
Another important thing to realize is that YouTube is now
far more than a website.
We're on most of the phones out there, over 350 million,
pre-installed on a lot of them.
And mobile viewing of the site is growing
by leaps and bounds.
It's tripled in just the last year.
And I think it's clearly a question of when, not if,
mobile viewing of YouTube videos will
surpass desktop viewing.
So if you take a step back, and you think about people
watching YouTube videos, not just on the site, but on
embedded players throughout the web, and increasingly on
their phones, and now increasingly in the living
room, where YouTube is on more and more connected devices
from Google TV to Xbox to things like the Q, YouTube
will just become a pervasive part of people's lives.
And not only will we have 800 million and growing users
every month, but even throughout their day, they're
going to watch more and more YouTube content.
So to show the spirit of what this pervasive YouTube
environment might look like, we put together a quick demo.
So let me show it.

[VIDEO PLAYBACK]
[MUSIC PLAYING]
[AUDIO NEWS CLIPS]
[END VIDEO PLAYBACK]
DROR SHIMSHOWITZ: So hopefully, that gives you a
sense of the increasing deployment of video screens in
our world and in our life and what it's like for consumers
to have YouTube at their fingertips, morning,
afternoon, and evening.
So now, let's think about how you guys and your companies
can make the best use of this platform.
So let me turn it over to AJ.
AJ CRANE: So hopefully Dror has convinced you that YouTube
is the best platform for connecting with the world, on
hundreds of millions of devices, using video.
But you might be thinking, I don't need to connect with the
whole world.
And I've never made a single video.
So today, we want to give you some ideas for creating videos
and how you can connect your business
with the right audience.

So the key to success on YouTube is content.
So without any content on YouTube, your brand is
invisible to this increasingly massive audience.
But most people don't have much
experience creating video.
So we wanted to share a couple ideas to get you guys started.
So if you remember one thing from today's presentation, it
should be this.
People don't come to YouTube to catch up on the latest
commercials.
They come to be entertained and informed.
And they're always just one click away from other enticing
related videos, so it's really important that you make your
videos engaging and something that people
actually want to watch.
So this means creating content and not creating commercials.
So to test this out, we wanted to show you guys two 15-second
clips of different videos and then have you guys vote on
which one you want to watch the rest of.

So here's the first.
[VIDEO PLAYBACK]
-You've never seen a shaver like this before.
It's the new 3M Surgical Clipper by Remington.
Hospitals are now using it, replacing blades, to shave
patients for surgery safely and comfortably.
And you can benefit from this advanced technology
by using the Rem--
[END VIDEO PLAYBACK]
AJ CRANE: All right, remember it.
And here is the second.
[VIDEO PLAYBACK]
-Hi, I'm Mike, founder of DollarShaveClub.com.
What is DollarShaveClub.com?
Well, for $1 a month, we send high-quality razors
right to your door.
Yeah!
$1!
Are the blades any good?
No.
Our blades are [BLEEP]
great.
[END VIDEO PLAYBACK]
AJ CRANE: All right, so quick show of hands.
Who would rather see the second video?
Yes.

DROR SHIMSHOWITZ: Should we watch the end of it?
MALE SPEAKER: Oh yeah.

So this is really typical of how our
YouTube audience works.
So if you don't hook them within the first 15 seconds,
it's really easy for them to leave your content.
So it's super important that you hook them in the first
couple seconds.
So here's the rest of DollarShaveClub.
[VIDEO PLAYBACK]
-Each razor has stainless steel blades, an aloe vera
lubricating strip, and a pivot head.
It's so gentle a toddler could use it.
And do you like spending $20 a month on brand-name razors?
$19 go to Roger Federer.
I'm good at tennis.
And do you think your razor needs a vibrating handle, a
flashlight, a back scratcher, and 10 blades?
Your handsome-ass grandfather had one blade and polio.
Looking good, papa.
Stop paying for shave-tech you don't need.
And stop forgetting to buy your blades every month.
Alejandro and I are going to ship then right to you.

We're not just selling razors, we're also making new jobs.
Alejandro, what were you doing last month?
-Not working.
-What are you doing now?
-Working.
-I'm no Vanderbilt, but this train makes hay.
[TRAIN WHISTLE]
So stop forgetting to buy your blades every month and start
deciding where you're going to stack all those dollar bills
I'm saving you.
We are DollarShaveClub.com, and the party is on.
[PARTY MUSIC]
-Hi, I'm Mike.
Hi, I'm Mike.
Hi, I'm Mike.
[END VIDEO PLAYBACK]
AJ CRANE: So making great videos isn't just about making
people laugh.
Video can also be used to help your business in lots of ways.
So first, it's important to think about what your goal is.
So since you're here at I/O, we thought that we might have
a lot of companies that are getting started, so we chose
to focus on these three goals.
First is just getting the word out about your brands and
raising awareness.
Second, using video to raise money.
And then third, using video to learn more about what your
audience thinks about your product or service.

So let's start with PR.
The obvious first video for any new company to create is a
product video that explains exactly what your product does
and how it works.
These product videos are really great for you to share
with any of the press or bloggers that might be
covering the launch of your new product.
The reason being is having a video included in the blog
post actually makes sure that your message is clear and that
none of the important features or functionality is overlooked
when the article is released.
Because there's nothing more frustrating than having your
favorite feature not be included when the
news story comes out.
So here's an example of a company named CakeHealth that
put together a great video to be included in
a TechCrunch article.

So including the video in the article is not only great for
you, as the product owner, to make sure that nothing gets
lost, but it's also great for the bloggers.
So having a video makes it really easy to make sure that
your story's on point and that you're not missing anything.

So while the product videos are great, you can't
just stop at one.
It's not a one-time thing.
Instead, this should be an ongoing thing as you develop
new features.
So this is especially important for really complex
products that are better said broken into more digestible
chunks for today's increasingly ADD audience.
Salesforce has done a really good job of this.
They actually have almost 3,000 videos on their channel
and have accumulated 9 million views, across
all of those videos.
And this is almost as effective for them as a second
sales force.
And if you come to think of it, videos are a very
cost-effective way to generate sales leads.
DROR SHIMSHOWITZ: What if your audience [INAUDIBLE] or they
just don't have that attention span?
AJ CRANE: Good question.
So animation is a great fit for certain
products and audiences.
So back at the Tube, we recently launched a feature
called suggested edits.
And so this feature is really targeted at the kind of user
who doesn't want to download editing software, doesn't want
to watch tutorials and screencasts on how to use that
editing software.
Instead, they just want to click a button and have their
video work.
So instead of doing a screencast, we created this
quick, fun, 30-second animation that got the message
of the new feature across in a super casual way.
So let's take a look.

[VIDEO PLAYBACK]
-Hey, you.
Enjoy uploading videos to YouTube, but have problems
with shaky footage?
YouTube now automatically detects problems with your
videos and can color correct and stabilize shaky footage.
So you can worry more about free-falling, ten-hanging,
two-wheeling, top-roping, pet-wrangling, and
face-planting, and less about a steady camera.
So keep those videos rolling in, and keep an eye out for
more innovations from the YouTube team.

[END VIDEO PLAYBACK]
AJ CRANE: So animation is also great if you're a little
camera shy.
It's a great way to not have your face on camera but still
get the message across.
The other thing you might be thinking is, I don't have the
budget to create an animation like this.
So stop motion is also a great alternative.
And I'm going to show you guys an example of
that in a couple minutes.

So in addition to product videos, you can also use
sight, sound, and motion to get the word out about your
brands without even mentioning your product.
So Etsy, as some of you might know, is a really awesome
platform that allows artisans from all over the world to
sell their products online.
While the platform and the technology is super cool, the
best thing about Etsy is this huge community of artisans
that makes them unique.
So what they've done in their channel is, instead of
uploading product videos, they've created videos that
tell the backstory about their brand and add
color to their community.
So here's a quick one from one of their artists.
And you'll notice that the video barely mentions Etsy.
But still there's a lot for improving the awareness of
their brand.
[VIDEO PLAYBACK]
-I think, in general, there's a reaction against digital
technologies.
They don't seem very personal.
And they don't seem very different from each other.
And I think people are looking for
something that's different.
There is definitely a relationship between a person
who wears a mechanical watch and the watch itself.
Because you are winding it, you're giving something to the
relationship, and you're getting something back again.
I'm David Sokosh, and I'm the owner of Brooklyn Watches.
I owned an art gallery in--
[END VIDEO PLAYBACK]
AJ CRANE: So that should just give you an idea of the kind
of content they're uploading.
It's really great.
So if you still have no idea of what you might want to
create content about and what kind of content will suit your
brand, Dror is going to share some ideas on how you can get
inspired and get some ideas for your next video.
DROR SHIMSHOWITZ: So one thing we think is really important,
if you're going to create content for YouTube, is that
you just be familiar with what content is already on YouTube.
So what we do at work all day is we watch videos.
That's really a tough part of our job.
And we're accepting applications, because we need
more people to watch videos of cats and things like that.
But it's actually really important to, at least, get a
taste of what the community and the YouTube audience is
already watching.
But if you don't have time all day to watch YouTube videos,
we have a few tools that can help you quickly come up to
speed on what's popular.
So the first is we maintain a blog called YouTube Trends.
And we have a team that scours YouTube and sites all over the
web to see what's popular, what's trending, and tries to
pick up the memes fairly early and bring them to the
attention of the audience for the YouTube Trends blog.
So I encourage you guys to follow that blog, every day.
About four times a day, they update the site.
You can also go into YouTube Charts.
And for each category, each vertical, each type of
content, you can see what's been the most popular.
So for comedy or sports or different topics, you can see
what's worked really well.
Now, if you want to get even more analytical--
actually, before I talk about analytical, I want to talk
about cats.
So there are a lot of cat videos on YouTube.
And they do all sorts of interesting things.
And so you might wonder, how do these cats come up with
what they're going to do on video?
Well, we think that they watch YouTube, and they copy what
other cats are doing.
So we encourage you guys to do the same.
But if you want to be more analytical about it, our real
power tool is the Trends Dashboard, especially if you
know what audience you're going after.
So let's say your product is targeting Buffalo or is
targeting males that are 15 to 24, you can dive in, slice and
dice the data, and see which videos are appealing to that
demographic.
You can go to different cities, different countries,
and just see what's playing well across the world.
And this can be really powerful for helping you
understand your intended audience.

So if you're still not inspired, and you still don't
know what kind of content to create, or you don't have the
budget, or you don't have the time, the next thing that you
should look at is the community itself.
There's a very vibrant community on YouTube.
And there's a chance that they're already creating
content for you.
So here's an example of a channel called Rokenbok.
This is a company that makes small, toy trucks.
They are really fun.
And their users are constantly uploading videos to YouTube,
playing with the little, remote control trucks.
And what Rokenbok has done is, they have found these videos
across YouTube.
They've pulled them together into a playlist, that they
call Customer Videos and put it on their channel.
And they have, essentially, outsourced the production of
video to their users and their community.
All free of charge.
So this is a great tactic.
We call this curation.
And we'll come back to some other ways that you can curate
content later.
Now, if you don't already have a vibrant community like
Rokenbok, then you should think about potentially
creating one.
So a lot of you guys may know Fred from Saturday Night Live.
He just started a channel a couple months ago.
And he uploaded a video with a few simple instructions--
we'll watch it in a second--
in order to get a community going.
So let's take a look at what he did.

[VIDEO PLAYBACK]
-Hi, I'm Fred.
I'm doing a project called "Be Serious for 30 Seconds." And
what it is, is user-submitted videos.
That's you.
Send in a video, and it's got to follow these rules.
Number one, it has to be serious.
There cannot be any comedy whatsoever in it, no humor, no
smiles, not even, like, ironic comedy.
It has to be 30 seconds or less.
It can have no more than two people in it.
There has to be at least one five-second dramatic pause,
five seconds of total silence.
There has to be one cutaway of an object.
You have to do your best acting job possible.
And then the last thing is, it has to
end with a door slamming.
[END VIDEO PLAYBACK]
DROR SHIMSHOWITZ: Got that?

But this has actually worked really well.
In just the last two months, he's gotten close to 300
submissions.
These videos have been viewed almost half a million times.
And he has jump started this community.
And I think we can learn some interesting things from this.
The first is that a quarter of the people who submitted
videos were first-time uploaders to YouTube.
They had never created a video before.
But because Fred gave them this sandbox, this kind of
construct, and seven very explicit instructions on what
to do with a 30-second video, he motivated them and gave
them a framework to work with.
And all of a sudden, they were creating and uploading.
Also, if people upload to YouTube, and they don't have a
large audience already, then they may think, nobody will
watch my video.
But if you can provide the community for them, you can
bring an audience and say, if you create videos with our
products, we'll pull them into our channel, and we'll show
our larger audience, then that motivates people to create
videos for you.
So this is a really interesting tactic.
And if you have passionate users of your product, then we
encourage you to try and build a video community around that.
So actually let's watch one of the submissions.

[VIDEO PLAYBACK]
-[SPEAKING GERMAN]
[END VIDEO PLAYBACK]
DROR SHIMSHOWITZ: Simple.
That was a submission from Germany.

This brings up another really interesting tactic that works
well on YouTube, which is leveraging
other people's community.
If your channel doesn't yet have a lot of subscribers,
then we encourage you to find other channels, which are
relevant for your product, that already
have a lot of followers.
So what we find on YouTube are a lot of review sites,
especially in the tech industry.
And these sites, these channels, are really popular
on YouTube.
A couple examples are ijustine and TechnoBuffalo.
And they have hundreds of thousands of subscribers.
And what you can do is, you can reach out to these
bloggers, you can send them video, send them content about
your company or products.
And they love hearing from people.
They love getting content that they can then feature and
create videos for their own audience.
So a running theme throughout all of this is, don't just try
to go it alone, in terms of getting an audience and
creating content.
Think about YouTube as a more collaborative community to
accomplish a lot of these things.

And then finally, once you have some viewers on your
videos, it's not just about raising awareness, but you can
also drive those eyeballs back to your site.
So let's take a look at what's that Zagg did.
They're an advertiser on the site.
And they've done a very effective job in driving
viewers back to their own site.

[VIDEO PLAYBACK]
[MUSIC PLAYING]
[END VIDEO PLAYBACK]
DROR SHIMSHOWITZ: So you see very heavy use of branding and
then, on the bottom of the video was an annotation that
they overlaid.
And those are actually clickable.
And they can take [INAUDIBLE]
back to your site.
If I clicked on that, it would go to Zagg.com.
And this is a feature that we'll be opening up soon to
all channels where, if you have verified your domain with
Webmaster Tools, then you'll be able to link, from your
video, directly in the video itself, back to your site.

So we just went through a lot of content, so I wanted to
summarize real quick.
Raising awareness is probably the number-one use case for a
lot of people using YouTube.
And in order to do that effectively, we think it
should be an integral part of your PR.
Focus on creating a lot of product demos.
But don't just talk about the product.
Also talk about the backstory and add some color and
authenticity to your videos.
Use the site to get inspired, see what
other people are doing.
Really leverage the community in lots of different ways.
And then once you've built up an audience and views on
YouTube, be sure to drive them back to your site, where you
can sell them products or more deeply engage with them.
But raising awareness is not the only thing you can do.
So let me hand it back to A.J., who can tell you how
YouTube videos can help you fundraise as well.

AJ CRANE: So video is also emerging as a really popular
way to pitch a company to potential investors.
Filming a video allows you to make your message really
clear, demo your product, introduce people to your team,
all using a video without buying a single plane ticket,
hopping on the 101, or, worst case scenario, putting on a
suit, going to an office.

So let's take a look at this company called Pebble that put
together a fundraising project on Kickstarter and created
this video as part of the project.

So here's the video they included.
[VIDEO PLAYBACK]
-Hi, Kickstarter.
My name is Eric.
This is my smartphone.
And this my Pebble.

Pebble is a watch that you can customize.
It runs a lot of cool and useful apps and connects
wirelessly, by Bluetooth, to your iPhone or Android
smartphone.
This is our dream team.
It started with a prototype built from cellphone parts.
That led us to our first commercial product, the
Impulse Smartwatch, for BlackBerry.
The number-one question we received was, when will the
watch work with my iPhone?
Well, we're proud to say that we can
finally answer that question.
This is Pebble.
[END VIDEO PLAYBACK]
AJ CRANE: So as you can see, they explain the product.
They introduce the team.
They told their backstory and also mention some obstacles
that they're overcoming.
It actually worked great as a pitch.
And it was a success.
So their Kickstarter project ended up raising over $10
million for the company, which was much more than they had as
their target.
The other interesting fact about including video in your
Kickstarter pitch is that pitches that include a video
raise nearly double as much money as those that don't.
This is a stat from Indigogo.

So the Pebble video was pretty well produced, very clear, and
they clearly had some great equipment doing it.
But you don't only need to have these well-produced
videos in order to pitch a project.
Here's another example from a company called MaKey MaKey
that creates keyboard input devices.
And they created a really fun, stop-motion video.

[VIDEO PLAYBACK]
[END VIDEO PLAYBACK]
AJ CRANE: So this is also a great example of creating
content and not commercials.
So this is, obviously, very entertaining to watch, and
also was very successful in their pitch.
So YouTube recently announced a new feature where you can
actually link off to a Kickstarter project or an
Indigogo project using the annotations that Dror just
mentioned, that overlay your videos.

So now I'm going to hand it back over to Dror to talk
about how you can use video to learn more from your audience.
DROR SHIMSHOWITZ: So everything we've talked about
thus far is going outward, broadcasting to the world.
But YouTube is a two-way medium.
And it's a great chance to interact with users and hear
from them as well.
So if you have users of your product already, we encourage
you to start using various features of YouTube to better
connect with them and better service them.
The first thing we want to talk about is tutorials.
So if your product is very visual or very complex, and
it's hard to explain in a help center, it might be best to
shoot a screencast and show visually exactly how it works.
Or if your audience doesn't have a lot of time or doesn't
want to read through help center articles, it's also a
great tactic.
So, in this case, we have drchrono.
They create iPad apps for doctors.
And doctors probably aren't going to read instruction
manuals or go through your help center.
But in a very short tutorial--
a minute and 21 seconds--
they explain to them how to electronically sign the
documents in their app.
So they chunk things up into little units, make it very
digestible, and show exactly where, in the app, they need
to do what.
And this is very effective.
Also, if you have a developer community in your platform for
other companies, it's a great tool, where you can teach the
community, and then they can also take the assets and teach
their own customers as well.
How many folks are familiar with Google+ Hangouts?
Great.
We love Hangouts.
And we've been starting to use it a lot for Google products.
So Google Developers Live, over the past couple weeks,
has been holding dozens and dozens of Hangouts.
And a lot of Google products and Google product teams are
using this as a way to connect with users, better explain the
product, hear feedback.
And you can even conduct focus groups using these Hangouts.
One thing that you should consider doing is holding
regular office hours.
So you can say to your users, every Tuesday, from 9:00 to
11:00, we'll be hanging out.
And it doesn't matter where you are in the world,
you can patch in.
You can ask us questions.
And it's a great way to support your users and also
show more of the human side of your company.
Now, we know that the limitation on
Hangouts is 10 people.
And you may have a lot more users.
And so there's a fairly new feature called Hangouts On Air
where you can live stream your Hangout on your YouTube
channel for the entire world.
And so that's not limited to 10 people.
As many people who want to watch the live
stream can do so.
You can also choose to make the recording of the Hangout
On Air available on your channel.
And so, if Tuesday 9:00 AM is actually middle of the night
in Tokyo, somebody can still come in, on their own time,
and listen to the Hangout and get access to that information
as well, whenever they want, in the future.

There are other ways to conduct research on YouTube
instead of doing actual focus groups.
So the first is, I mentioned before, YouTube is the second
largest search engine.
You should go in and search for your company and your
products and see if there's already existing
content on the site.
So here's an example of a company called AR Drone.
By the way, they are in the YouTube Sandbox the rest of
I/O, so I encourage you to check them out.
And there are lots and lots of people uploading unboxing
videos and videos using the AR Drone hovercraft.
And these are great, because when you watch these videos,
as the creators of the product, you can see, how are
people reacting when they first get the product?
What's confusing?
What's exciting?
These videos are completely unsolicited, so
they're very genuine.
And you can see exactly how your users are using your
product without having to pay them or set up focus groups or
ask them questions, which might be leading questions.
And so we encourage you to use this tactic.
Let's take a very quick look at one of the unboxing videos,
just to get a flavor of it.

So I skipped forward to about 10 minutes into the video.
Here we see some annotations that the user has added.
And we'll just watch a little bit.
[VIDEO PLAYBACK]
-There we go.
It's my living room.
So its should be--

start.

And we're off.
Fairly loud.
I don't know if you can hear me.
And makes quite the breeze.
[END VIDEO PLAYBACK]
DROR SHIMSHOWITZ: Quite the breeze.
Maybe that could be a marketing campaign for them in
the future.

The other great product that we have, that most people may
not be familiar with, is YouTube Analytics.
So it's like Google Analytics, but it's for the video content
that you create.
And there are a few things that you can do
with YouTube Analytics.
The first is you can see where your audience is coming from.
So if you have videos on YouTube, and people watch
them, you can see what cities and countries
are they coming from.
You can see what their demographics are, in terms of
age and gender.

Just for example, we have a lot of
music artists on YouTube.
And they put up their videos.
And then they notice that their music is being watched
in countries like Sweden, even though they've never marketed
there, they've never been there.
And so we've heard of a lot of cases where artists decide to
go on tour and go visit some of these communities, because
they have found a new audience.
So a lot of you may be building products, which you
think are intended for the US, but may have a
great, global audience.
And YouTube analytics can show you exactly where your
audience is coming from.
Another great thing you can see on Analytics is the source
of traffic for your videos.
So where are your videos coming from?
Are they all coming from Search?
Or are there certain sites or other YouTube channels that
are driving a lot of traffic?
So if you remember back to ijustine and TechnoBuffalo, if
you see that some of these channels are driving a lot of
viewers to you, you probably want to pick up the phone and
get in touch with these channels.
They're sending you a lot of traffic.
You could probably deepen that relationship and get even more
love from them.
The other thing you can do with Analytics is you can look
inside the video.
And in this particular case, we see a chart that shows the
drop off curve of how people watch the video.
This was interesting for a couple reasons.
The first is, as a video creator, you can see what's
engaging about the video.
And you can continually hone your craft and figure out how
to make better videos going forward.
But you can also put different products and features
throughout your video and use this, as a proxy, to see what
are people interested in.
If people are always skipping between minute three and four,
maybe they don't like the features or what you're
talking about in that video.
And that's very cheap market research for your product
development.

So we threw a lot at you.
And we want you to remember some of this stuff.
So we're going to pause here, in terms of all the different
goals and use cases that you can use YouTube for.
But before we turn it over for questions, we did want to go
through some more tactical items for how to really make
your YouTube channel shine.

AJ CRANE: So as we saw in the beginning of the session, lots
of you have YouTube channels.
But just as a quick refresher, for those who don't know much
about channels, every user who has ever uploaded a video on
YouTube has a channel.
And this is both your identity, across the site, and
the landing page for users to find and browse your videos.
So once you've built a brand through your content, it's
also really important that you can brand your channel page as
well and that it matches your brand off YouTube.
So Rokenbok, the company that Dror mentioned before, has
done a really great job of this.
It's really clear to see what their brand is and calls to
action, back to their site, where you can go buy the toy.
And lo and behold, Chuck Testa has also done an
awesome job at this.
Chuck Testa has a really on-target
background image here.
He's got a taxidermised bear wearing sunglasses.
And it fits really well with his personality and his brand.
And so his channel is a great way to let that shine through.
One more thing that Chuck does really well, that we wanted to
mention here, is having a consistent upload schedule.
So this is something that we tell all of
our creators to do.
Just like I need to know when a new Mad Men episode is going
to reappear on my DVR, it's also great to know when my
favorite channels on YouTube are going to
be adding new content.
So this gives them a consistent time to come back
to your channel each week.
So Chuck does Taxidermy Tuesdays, and it works out
really well for him.
DROR SHIMSHOWITZ: Now, if you're not uploading every
week, and you just can't get into that regular cadence,
this is, again, where you can use curation to really fill
out your channel.
GoPro, the small camera maker, does a great job of this.
They continually find videos that other people have made,
using GoPro cameras, and they pull them into their channel
by commenting on them.
So this does a couple things.
It fills their channel feed with fresh content, every day.
But it's also providing a shout-out to the community.
In the case of the first video they say, sick edit.
Thanks for sharing.
It really helps tie the community together.
The other thing that you really need to do, beyond
creating videos, is engaging with your audience.
So in the top left, we see that Chuck Testa is
continually replying to comments.
He's on his channel at least a couple times a week.
And even if it's just throwing a "nope" on there to keep
things on his message and let viewers know that he's
around-- he didn't just post these videos a year ago and
hasn't been back since--
this can be really effective.
In the bottom right, we see the Fine Bros.
They're very popular vloggers on YouTube.
And they do a couple interesting things with the
video down here.
The first is they picked up on Chuck Testa as a meme, and
they played off it.
So they showed the Chuck Testa video to kids and
filmed their reaction.
And they got a couple million views on this video, being
inspired by another creator.
But then you also see, in the blue--
maybe it's hard to read the font--
they ask viewers to submit suggestions for what videos
they should create next.
And this is a very effective tool, very effective
technique, to both tell your audience that you're including
them, that they get to decide what content gets created in
the channel.
And it also improves the odds that the next video that you
can create will be relevant to your audience, because you
have asked them, and they have given you suggestions.
And then finally, a lot of folks may think they need to
get fancy video equipment, whether it's cameras or
editing suites, things like that.
Our suggestion to you is to just get started.
We've been designing and investing a lot in YouTube
tools, so that even people shooting with shaky cellphone
cameras can quickly upload their content to the site.
And we have a lot of free tools to stabilize, color
correct, trim.
So it's much more important to get started and
get content on there.
And the free tools on the site can make it look fine.
And then if you're ready, with a large audience, to invest in
more sophisticated equipment, you can do
that at a later point.
So finally, just a few resources for after today.
The Creator Hub is the single place that you should start,
if you're looking for all sorts of links on the various
things we've talked about.
We also have a Creator Playbook, which is 100-page
PDF you can download.
And it goes through lots of case studies, many more than
we're able to touch on today.
The Trends Dashboard that we mentioned before.
And then finally, we have a special section of YouTube
just for Developers.
And for developers, there are going to be four other talks,
all but the 4 o'clock will be here today.
And you could learn all about the API and lots of other
great ways of using YouTube in your own
applications and sites.
So final word goes to Chuck Testa, who wants to remind you
to make content and not commercials.
Hopefully, we gave you guys some great ideas.
And we really want you to get going and start creating
videos and connecting with your users in the world
through video content.
Thanks for coming.
And now we'll open it up for questions.
And anyone who asks a question gets a fancy YouTube sock,
also known as a Tube sock, which is also very important
to wear while you're filming videos.

AJ CRANE: Go ahead.
AUDIENCE: [INAUDIBLE]
DROR SHIMSHOWITZ: Oh sorry, if you could, please, go to the
mic to ask your question, which is right behind you.

Thank you.

AUDIENCE: So let's say I have this great YouTube video, and
I want to reach out to my audience.
What are the things I should do after I create the video?
What should I do next?
DROR SHIMSHOWITZ: So merely uploading a video to YouTube
may not be enough, especially if you don't yet have a lot of
subscribers to your channel.
So we encourage you to do a few things.
The first is share the video on social networks, Google+,
Facebook, Twitter.
In fact, you can connect all those accounts to your YouTube
account and automatically have your content syndicated to all
those platforms.
And then find channels that might find your video relevant
and communicate with them.
They usually have their contact information somewhere
on their channel page, so reach out to them.
Say, hey, here's a new video I created.
Are you willing to feature me in your channel?
A more advanced approach is to do a collaboration, where you
create a video together with them, and it gets featured on
their channel and shown to their large audience.
Thank you.

AUDIENCE: So after you get started, and you've got a
number of communities together, and a number of
people adding their videos to it.
If you get some negative videos, do you have, as your
channel owner, the ability to block or take
those videos down?
AJ CRANE: You don't have the ability to block
user-generated content that might be about your brand,
uploaded by someone else, unless it contains copyrighted
material that you own the rights to.
But in general--
DROR SHIMSHOWITZ: What you include in your
channel is up to you.
So the playlist that you create and the things that you
comment on and add into your channel is your explicit
action to do that.
So you don't have to include any negative videos
that are out there.
AJ CRANE: And another idea is to include a video response.
So if someone has created a negative video, you could do a
video response and try and turn it around.

AUDIENCE: Yeah, for actually monetizing the video itself,
if you're making an entertainment video, not
necessarily an advertisement for the product that you're
doing, what would you suggest be good ideas for monetizing
the video itself?
DROR SHIMSHOWITZ: So a very timely question.
We have the YouTube Partner Program.
Partners are video creators who monetize on the site.
And we're now opening that up to just about anyone.
So as long as your account is in good standing, meaning you
haven't violated the terms of service of the site, you're
not uploading pirated material, then you can go into
your video manager, opt in to become a YouTube Partner.
And we will start sharing revenue with you right away.
So I encourage you to look into that.

AUDIENCE: Similar question, like the previous one.
Except become the YouTube partner, or as a YouTube
Partner, can I use the space as an advertisement, like in
the design or somewhere?
DROR SHIMSHOWITZ: You mean the background around the--
AUDIENCE: Yeah, the bar.
AJ CRANE: So it's against out terms of service to sell your
background image or your annotations to an advertiser.
But you can use those as supported branding or
value-add to whoever might be your sponsor.
AUDIENCE: That's possible?
As a supported value-add it is OK?
DROR SHIMSHOWITZ: As long as it's not technically
advertising.
But the most effective advertising on YouTube is
video advertising.
That has the highest CPMs.
And so the pre-rolls in front of the videos are what make
the most money.
And if you become a YouTube partner, and you opt into that
ad format, that's how to best monetize your content.
AUDIENCE: One more question, then [INAUDIBLE].
So regarding the video advertisement, can I select my
own videos for that?
AJ CRANE: For?
DROR SHIMSHOWITZ: For the ads?
AUDIENCE: Yeah, for ads.
DROR SHIMSHOWITZ: No.
So we use AdWords for video.
It's an auction.
And it finds the highest monetizing and most relevant
videos for the audience.
And it may be different for different people
watching your video.
For example, if they're from a different country, or if they
have different interests, based on their watch history,
we may serve up different ads.
And that system tries to optimize both the advertising
revenue and the user experience.
AUDIENCE: OK, thanks.
DROR SHIMSHOWITZ: Thank you.
AUDIENCE: I have two quick questions.
One, I ended up creating our YouTube channel for our
company way back when.
And now we have 100-plus videos.
But it's associated to my Gmail account.
I don't want that anymore.
AJ CRANE: So soon, we'll have a solution for
you, coming very soon.
But that's been kind of legacy issue.
But we're working towards some more Google+ integration that
will allow you to have multiple
admins for each channel--
AUDIENCE: And that was my other question.
AJ CRANE: --and also own multiple
channels with one account.
AUDIENCE: Perfect.
AJ CRANE: But we don't have it yet, but coming soon.
AUDIENCE: Fantastic.
Thanks.

AUDIENCE: What's, like, a good best practice for handling
negative comments?
DROR SHIMSHOWITZ: Yeah, comments are kind of the Wild
West of video.
One approach is you can turn off comments, and
some brands do that.
We don't encourage that, because it kind of cuts off
the community.
And we think that the best comments will rise to the top,
in the top comments section.
We're also working on some improvements to
the comments system.
So, hopefully, we'll have an update on that in
the next few months.

AUDIENCE: I have a question on best practices to limit the
visibility of videos, if you have IP or something that
you're posting, you guys thinking about doing,
basically, something similar to circles, or do you have any
other ideas for controlling IP and videos?
DROR SHIMSHOWITZ: Yes, so currently, we have three
privacy states for YouTube video.
You can make it private, which means you can specify a
limited number of people to watch it.
You actually name them.
You can make it public, and that's the other extreme.
And then we also have unlisted, where only people
with the link will discover the video.
If anyone gets the link, they can watch it, but it's
security by obscurity.
We're also working on some additional forms of sharing.
So stay tuned on that as well.

Any more questions?

AUDIENCE: Right now, is the best option for this
community, live streaming on YouTube, going through
Google+, and then using--
DROR SHIMSHOWITZ: Hangouts on Air?
AUDIENCE: Hangouts on Air back to YouTube.
That's the best live streaming option right now?
DROR SHIMSHOWITZ: Yes, that's the one that's
available to everyone.
We also have a live streaming product.
But right now, that's available
to higher-end partners.
There's a lot of setup cost involved in that, and it's not
yet a self-serve offering.
We hope to make that available in the future.
But for now, Hangouts on Air is your best bet.
AUDIENCE: Awesome.
Thanks.

DROR SHIMSHOWITZ: Any more questions?
Well, thanks everyone for coming.
We're really excited about the future of YouTube.
And we hope you jump on the platform and help us build
this great platform for video content going forward.
Thanks for coming.
AJ CRANE: Thanks.