5 Ways to Build a Loyal Audience on YouTube

Vanessa Pappas is Vice President of Audience & Strategic Partnerships at Next New Networks, where she oversees key partner relationships, builds out audience growth strategies and advises programming of the networks which include Indy Mogul, Hungry Nation, and Barely Digital.

Online video has moved from the niche to the mainstream and become a part of our regular media consumption. After five years, YouTube (YouTube) hit the milestone of serving one billion video views per day in October 2009, and just seven months later crossed the threshold of two billion view day in May.

With online video viewing rivaling some of the biggest television ratings, how can you stand out in this sea of content on the world’s largest video platform? Whether you’re a Fortune 500 company, a media outlet, a small business, or an individual, the questions are the same: How do viewers find your videos online, and what keeps them coming back for more?

Here are five guidelines to improve your video discovery rate and create a loyal audience on YouTube.


YouTube Audience ImageVanessa Pappas is Vice President of Audience & Strategic Partnerships at Next New Networks, where she oversees key partner relationships, builds out audience growth strategies and advises programming of the networks which include Indy Mogul, Hungry Nation, and Barely Digital.

Online video has moved from the niche to the mainstream and become a part of our regular media consumption. After five years, YouTube (YouTube) hit the milestone of serving one billion video views per day in October 2009, and just seven months later crossed the threshold of two billion view day in May.

With online video viewing rivaling some of the biggest television ratings, how can you stand out in this sea of content on the world’s largest video platform? Whether you’re a Fortune 500 company, a media outlet, a small business, or an individual, the questions are the same: How do viewers find your videos online, and what keeps them coming back for more?

Here are five guidelines to improve your video discovery rate and create a loyal audience on YouTube.


1. Create Meaningful Content


Home Depot YouTube Image

Online viewers are fickle — they are always one click away from skipping over to the next thing. So while content is king, the key to having your video discovered is to create the kind of content that will add value to your defined community.

Ask yourself key questions: Why would people want to watch your video? What relevance does it have to your target audience? Whatever creative format you chose to take, whether it be a vlog, how-tos, interviews, topical viral concepts, news-focused, or a scripted web series, you need to give people a reason to watch and share your videos.

One brand that has done a great job of this is The Home Depot. The company’s videos are not just repurposed commercials. Instead, they offer DIY expertise and insight on products and projects around the home. By creating engaging content that is valuable to the specific DIY community, Home Depot is able stay on brand and increase their chance of satisfied viewers seeing and sharing their content. Leer más “5 Ways to Build a Loyal Audience on YouTube”

Five Companies that Fix their Story to Inspire Service

Branding as a strategy means little if the customer experience is not there. If your story doesn’t align with what you do, all of the clever tactics you can come up with to follow your lofty goal will not make the cut.
Unless you can fix your story by inspiring a culture of service from the inside. You instill a belief as well as make an example of behaviors to follow throughout the organization. You know that this cannot just be a grassroots effort, it needs to come all the way from the top.


Branding-logo

Branding as a strategy means little if the customer experience is not there. If your story doesn’t align with what you do, all of the clever tactics you can come up with to follow your lofty goal will not make the cut.

Unless you can fix your story by inspiring a culture of service from the inside. You instill a belief as well as make an example of behaviors to follow throughout the organization. You know that this cannot just be a grassroots effort, it needs to come all the way from the top.Which companies are doing that today? Here’s five that fix their story to inspire service: Leer más “Five Companies that Fix their Story to Inspire Service”

Is Gmail Giving Up on Tagging?


Written by Sarah Perez

Gmail Labs, the “Settings” section featuring optional, experimental features for Google‘s webmail program has just received two new additions: “message sneak peek” and “nested labels.” Now the sneak peek we definitely like – it lets you preview a message without opening it so you can take immediate action. Handy!

But nested labels is a somewhat curious addition. It turns Gmail’s once-revolutionary “tagging” system into something that more closely resembles the traditional folder structure found in email programs like Outlook. So now you can drag-and-drop your email into these so-called labels and you can create hierarchies, too? Oh, c’mon, Gmail, let’s just call them folders already and be done with it.

The Tagging Revolution

Wait! Before you rush into the comments and declare your love for nested folders, the option you’ve been waiting for since the day you got your Gmail invite back in 2004, hear me out.

I get it – nested folders are great. I’ll probably even use them. (I am nothing, if not a Gmail filter junkie. Nearly everything get tagged upon arrival and a lot gets pre-filed, too).

The point is that these labels were introduced as a major improvement over folders because you could – Wow! – tag email messages with more than one label. That means mail could be tagged “Travel,” “Coupons” and “Southwest Airlines” all at once. And wasn’t that just amazing?

But the problem with Gmail’s tagging system is that there’s no easy way to surface the combination of these tags. For example, what if you want to see all mail tagged “Work,” “From Boss” and “Project X?” Quick! How do you do it? (And don’t tell me to type in some long, complex search query with colons and Boolean operators, either. Tell me how the average email user would do it). The answer? Most people don’t know how. They’re just going to enter a few search terms into the “search mail” box at the top of the screen. Or maybe they’ll head over to the “From Boss” folder and then search for “Project X.”

Missed Opportunity Leer más “Is Gmail Giving Up on Tagging?”

Preparing for Disaster


AuthorBrian
One of the cool things about the Internet is the idea of “real-time.”

Real-time, of course, is Internet speak for “live” which is television speak for “present tense” which is literary speak for “happening right now.”  And although most of us are living in the here-and-now, we still find wonder in the there-and-now.  There is still some magic left in the ability to experience remote events as if we were there ourselves.  (Does this make Passover the first real-time holiday?)

Give Me a Break…

So it was with train wreck curiosity that I watched last month’s Nestle / Greenpeace social media disaster unfold on across the Nestle Facebook wall. To recap, Greenpeace UK launched a campaign protesting Nestle’s willingness to buy palm oil sourced from vendors who cut down rainforests.  Activists and sympathetic individuals descended upon the page, voicing their protest to Nestle’s actions.

The PR rep in charge of the Nestle account, clearly working without a net, grossly mismanaged the situation, turning a digital protest into a snarky tit-for-tat that only served to attract greater and greater attention as crowds of onlookers logged on to enjoy the spectacle and jump into the fray.  The story was initially summarized by Tech-Eye, but ultimately found its way to nearly every major news outlet and blog of repute: CNN, CNet, ZDNet, The Guardian, Forbes, Business Week, Fast Company, Ha’aretz, Huffington Post, Salon… definitely not the outcome Nestle would have hoped for.  (But the desired result of Greenpeace – Nestle agreed to adopt “Certified Sustainable Palm Oil” by 2015.)

Nestle Wall Leer más “Preparing for Disaster”