YouTube Strategies 2016: How To Make And Market YouTube Videos That Bring Hungry Online Buyers Straight To Your Products And Services by Paul Colligan

Author:Paul Colligan
Language: eng
Format: mobi
Publisher: Colligan.com, Inc.
Published: 2016-03-07T22:00:00+00:00

Is YouTube Really a Social Network? How Should I Respond?

The fact is simple, YouTube is a social network; and you need to plan your approach to YouTube with this in mind.

In early 2014, Google’s Eric Schmidt said that “missing the rise of social media was the biggest mistake he had made”. Google’s complete embracing of social media through the Google+ Platform (and all of the changes they’ve made to the platform over the years) along with their tight integration with several of the networks means that, yes, YouTube is really a social network.

Your response should be the same as YouTube and Google; embrace it fully. What you have at YouTube is so much more than a free video hosting platform. Social media will build your audience in ways a simple subscription paradigm never could.

YouTube is about more than just Google+. YouTube also uniquely ties in closely with other social networks. There are feeds of content and activity streams and all the things that make up a social network are inside. For example, if a user registers their Twitter account with their YouTube account and gives a video a thumbs up, an automatic tweet is generated to Twitter.

Why would Google make YouTube a social network when there are so many? There are a couple of reasons that are really simple if you think about them.

First: Social equals stick. When you tune in to see the stuff that you’ve subscribed to or commented on, or to see the community that you’re integrating into - that is “stick.” You will stay longer and you will come back. Social is stick.

According to YouTube.com, “Millions of subscriptions happen each day. The number of people subscribing daily is up more than 3x since last year, and the number of daily subscriptions is up more than 4x since last year.”

Second: Stick is more money (for YouTube and for you, if you do it right). The longer the people stay, the more ads YouTube can put up. The more interactivity they can get, the bigger the audience they can build. The more they have, the more things they can charge more money for.

So social= stick and stick = more money.

YouTube is smart. Having a video replayed on a page in a network that isn’t social is not going to bring them the revenue that they are looking for. It’s not going to put them in the strategic position that they are looking for. Remember, YouTube/Google is doing all of this on purpose. Schmidt is not going to repeat his biggest mistake.

So what are the action items? What do you do with this?

Number one: treat YouTube as the social network that it is. Make it as much a part of your marketing efforts as is Twitter, Facebook, Google+ and anything else you might be doing.

Number two: do things that will a bring more viewers as a result of social networking and that will make YouTube more money. What do I mean by this? YouTube makes more money the more subscribers you have, because they come back and they see more videos (YouTube is social).

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