Follow the link to read ‘What’s your best advice for video creators?‘
It seems that YouTube has made a small change to YouTube channel Subscription preferences.
If you don’t know where to see this, when you subscribe to a channel a little cog icon appears like this that when clicked used to pop up a box that would allow you to choose two things.
1 – Have YouTube email you every time the channel uploads a video.
2 – Allow YouTube to only show uploads in the activity feed.
Here’s what it looked like before.
The Email with new uploads option was great, it meant I would never miss an upload from my favourite channels but now this is what it looks like.
Now here’s what it looks like now.
‘Send me updates’ keeps it vague. Am I going to stop receiving emails? Where are these updates going to appear?
One of my favourite features on YouTube is that I can ensure that I never miss an upload from a YouTube channel where I checked the box that I wanted email updates. There are not a lot of social networks that give you that opportunity.
This could very much impact a YouTubers total channel views from subscribers.
At the moment YouTube hasn’t announced the change.
I originally wrote this article for Canada Media Fund’s Trends blog. The original post is found here
Facebook now boasts more video views per month than YouTube, but is it the best way for creators to get their content noticed? Here’s a quick guide to the pros and cons of posting videos on either platform.
If you’re a regular Facebook user, you’ve probably noticed an increase in the number of native videos posted on your newsfeed. Mark Zuckerberg, Facebook’s CEO and founder, said that video is actually a big priority for Facebook in 2015.
Experts believe Facebook is starting to really compete against YouTube. Data from comScore (see below) indicates that Facebook is surpassing YouTube in terms of desktop video views per month. With Facebook providing a default video autoplay function, it’s not surprising that the number of views has exploded.
Both services conjure up lots of debate, but there are important differences that creators should look out for when using each platform. Here’s a quick look at them.
Storytelling vs. marketing
Let’s face it, both platforms are marketing vehicles at their core. From the content to the ads that you see before, during and after videos, it’s all about building awareness of your brand, web series or personal profile.
From a pure storytelling standpoint, YouTube allows creators to build a narrative; if done well, it can help the channel and its views grow organically. Its subscribe feature also provides strong customer contact that makes fans feel like they can follow a creator’s story.
By following the tips and strategies offered on YouTube’s Playbook, creators can build up engaged audiences that come back for more.
Storytelling can be harder to create on Facebook. The social platform currently delivers videos in our feed through its sharing algorithm, enabling a higher reach for video content than images or text updates. This means self-contained pieces of content—such as Buzzfeed sketches—get lots of attention.
Facebook’s newsfeed does a good job at amplifying specific videos, but it doesn’t do so well in terms of building sustained audiences. A hit video doesn’t necessarily garner page likes or repeated viewings on a follow-up upload.
The social network has the edge over YouTube in terms of views for now, but as history teaches us, Facebook is notorious for changing the algorithm that dictates who sees the content you post. This means the current boom in the number of views could translate into diminishing returns as time goes.
Not only is YouTube the second-largest search engine, it is also owned by Google. This means you can easily find YouTube content on both YouTube and Google. In the long run, the ability to search for older content becomes extremely powerful.
With this in mind, it’s in the interest of creators to make content that is sharable and easy to find, but also that can also bubble up on future search trends.
As for Facebook, its limitations are obvious. You only see videos that appear at the top of your newsfeed. Once the hype dies down, they are lost in Facebook’s black hole of content. It’s very difficult to search and find videos posted in the past.
Compelling viewers to watch content
On YouTube, the key to making people watch is to include a thumbnail and title that grab the viewer’s attention.
On Facebook, creators have to focus on the first three seconds of content. This is due to Facebook’s default setting: native video autoplay muted content. This obviously skews the views, but it’s also something creators need to be aware of. The first seconds of muted content are what make the viewer stop, watch and share.
Creators and monetization
For the past few years YouTube has done an admiral job of encouraging creators on its platform. The revenue generated by the partner program, their studios and creator training have made huge strides to improve the platform’s content. Despite this, it’s clear that it takes years of dedication and a very lean machine to make any real money with YouTube’s partner program.
Most creators resort to asking for help from their fans directly through Kickstarter or Patreon crowdfunding drives. They also use their online clout to launch money-making apps as well as to market books.
As for Facebook, it currently offers no partner program for creators. Consequently, all revenue generated by ads during or next to video content goes to Facebook.
Facebook is currently a hotbed of video piracy more commonly known as Facebook Freebooting. It’s the practice of taking a piece of content from another platform (in this case YouTube) and uploading it to Facebook without any attribution to the creator in the hopes of getting the views—despite the fact that it doesn’t generate any revenue. It accounts for a large number of the views Facebook is boasting and it’s a major issue for content creators and owners alike.
Unlike YouTube, Facebook currently has no content ID system, which makes it extremely easy to upload pirated content. It’s important that creators be aware of this so they can be on the lookout for freebooted content and report it.
The race to the top
Statistics don’t lie. Facebook is currently winning the online video race. It’s not hard to see why with its 1.3 billion users, its very powerful social algorithm and its autoplay feature.
Despite Facebook’s growing popularity, it has many weaknesses. While it’s currently an ideal platform to post bite-sized content that relies solely on social lift, such as BuzzFeed videos, it’s also a hotbed for piracy and a poor search engine.
For now, YouTube remains the ideal platform for uploading evergreen content and growing your brand’s following and awareness, despite the fact that it’s a very crowded platform, with 300 hours of video uploaded every minute, and that it is based on an inefficient social algorithm.
This article is a repost and was originally published for Canada Media Fund’s Trends blog. It can be found here
Last June, Honda launched with much fanfare a multi-million dollar content plan for YouTube. The company declared it was pulling back from its TV ad spending to focus on a dedicated YouTube channel. The Honda Stage channel was announced along with a $50 million total budget to feature musical content from top music artists. It’s not clear how much of that amount was to be invested in content vs. the marketing campaign leading up to the launch.
We are now early September, and the Honda Stage channel has struggled to get any real traction with its videos (less than 100,000 views in total). Honda has chosen to keep the number of channel subscribers secret.
Here is a rundown of the reasons why the channel isn’t doing so well as well as some suggestions and best practices on how to grow a YouTube audience.
Reason #1: Lack of content (for the first 10 weeks)
As of mid August, Honda Stage had uploaded a total of 8 videos with most less than two minutes long and one lasting only 16 seconds. This added up to less than 10 minutes of content on the channel for over 2 months. They’ve since uploaded more long-form content bringing the total to 23 videos.
Compare this to the 3 top brands on YouTube who continuously upload content all year long. In the first week of August alone Red Bull uploaded 19 videos (5 on August 7 alone), GoPro published 9 videos and Vevo 15 videos.
Reason #2: Heavy-handed branding
A viewer coming along would be unclear if this channel is about music or a Honda commercial. Although it’s clear that Honda has created this promotion to tie into its brand, the branding is too heavy-handed.
All of the Honda Stage videos have “Honda” or “Honda Civic” in their titles. If Honda wants to reach an affluent audience in a crowded music space, it will need to focus on the artists.
Honda is leaning on musical acts with large spotlights by putting a big branded umbrella over them, thus preventing fans from finding the content. Most views come from search and YouTube recommended videos, so focusing on popular artists rather than constantly putting the brand forward would drive more views.
Reason #3: Lack of engagement
This is a common problem; many brands post content but do not engage with their audience. Posting content is only half of the job; creators—whether they are brands or individuals—need to listen and interact with their audience, and ideally iterate their content based on the feedback they receive. Brands see social platforms through the same lens as traditional advertising methods. But one of the things that makes YouTube so powerful is that it’s a two-way medium.
Honda Stage suffers from a lack of audience engagement with respect to both its content and the channel. So far, only YouTube profiles belonging to Honda dealers have engaged with the content, but Honda Stage has yet to reply or engage with any fan or viewer.
Reason #4: Lack of consistency
Consistency goes hand-in-hand with engagement. Every popular YouTuber understands the importance of clearly identifying the type of content viewers will get from a channel and when it will arrive.
Honda Stage posts erratically, and there is no indication as to when new content will be uploaded. Even though YouTube is a on-demand “pull” medium (as opposed to a “push” medium like TV), viewers still want to know at what frequency new content will be posted and what it will consist of.
Reason #5: Not going all in
Honda has approached content on YouTube in an old school marketing campaign sort of way: new channel, new website, promotional tour lasting about a month or two without a sign of a clear long-term commitment.
Once again, Red Bull and GoPro as well as Chevrolet are shining examples of going all in and commitment to content. All have ongoing upload schedules and robust content libraries that continue to be indexed in searches.
In addition, for its Honda Stage initiative, Honda created a separate channel from its already established brand channel with a robust 125,000 subscribers. This makes it easier to drop once the campaign is over.
There are more but these are the most obvious of Honda’s stumbles. Now here is where Honda should focus to help grow the channel and build a dedicated and engaged audience.
Actionable tips for better branded content on YouTube
Read “The YouTube Playbook”
YouTube has created both an excellent Creator Playbook as well as a Creator Playbook for Brands. Creators developing any kind of content for YouTube should read both. They are excellent primers and provide easy-to-follow and common-sense advice.
It’s a YouTubers’ world, so learn to collaborate
Almost all YouTube ‘millionaires’ (meaning channels with more than one million subscribers) have hundreds of videos with multiple years of experience. Brands making their début on YouTube should find ways to collaborate with them to learn how to build a dedicated audience. Successful YouTubers know that collaboration is a key to growing an audience.
For example, two Honda Civic Tour artists have a significant YouTube presence:
- Portugal. The Man has 60,000 subscribers and a total of 22 million views
- American Authors has 174,000 subscribers and a total of 40 million views
An easy way to collaborate would be to have both artists release videos on their channels to announce and promote the Honda Stage channel and Honda Stage should return the favour by, for example, producing a video portrait of each of them or offering them a filmed jam session in high-end studios.
It’s a marathon, not a sprint…
Neither GoPro nor Red Bull are overnight success stories. Both have been at it for over 5 years. Building a dedicated audience on YouTube takes time, a lot of content and hard work.
The ad press often focuses on “YouTuber millionaires” without much talk of the hard work and dedication involved in growing those kinds of numbers. It’s OK to start slow as long as your committed to the long haul.
Honda Stage’s YouTube channel isn’t a failure because the true test is the test of time. What will Honda Stage look like in one or five years from now? Hopefully, they’ll stay devoted and use some of these baseline tactics to sustain their growth.
The team at Boat Rocker came together to create this funny parody commercial inspired by Samsung Mobile USA’s Screen Envy ad.