MozCon 2014 - 20 - Phil Nottingham - YouTube Optimization

Key Takeaways

so youtube optimization probably some of you in the room know a bit about it the most important thing is to upload your video in high definition so YouTube will preference HD content you then need to optimize your title tags descriptions and categories for relevant keywords make sure you're getting the keywords in there you then need to upload a closed caption file and you can include keywords in there as well it acts like page copy for the video and then lastly need to get as many people to watch share and link to the video as possible and that's YouTube optimization the problem is it just sounds a little bit like SEO from 2008 2008 here pounding techno how do you see almost fans welcome to another edition of whiteboard Friday so in this particular wipe of firing video ran talked about the SEO pyramid which is accessible quality content keyword research and targeting link building and social and that is SEO done great in fairness to rant he's ahead of his time here and this is still true today you still need all this stuff but if we're honest oops it's about the tip of the iceberg that's like ten percent of the real what SEO looks like I mean over the past couple of days we've had so many presentations that just span this enormous breadth and the prevailing narrative for YouTube optimization and YouTube SEO really looks like SEO from 2008 so today I want to take a step a bit deeper into this and talk about YouTube the most important search engine that you have not yelled Timaeus for so search engine is youtuber search engine it's often touted as the second biggest search engine in the world after Google let's consider Google as like a supermarket Google is a place we can go you can buy lots of different products it's got everything there you can browse you can explore you can go findings to buy this is probably Bing it's a bit of a mess quite hard to find anything sorry any Microsoft employees who happen to be in the building under this analogy YouTube is like a library it's a place where people go to find content for information or entertainment and it's also a community platform it's a place designed for conversation and collaboration so you to business in a sense of social network as much as it is a search engine it has its own unique identity and people don't normally go to the library with purchase intent and let's get the pay their fines and the same is true for YouTube YouTube is great for increasing brand awareness it's great for building conversations around your brand and it's great process of solving problems that your customers may have and they go to find answers for it's not so hot for sending traffic to your site or driving direct sales but that's okay so i think there's broadly three different goals that you might have when you're creating video content either brand awareness so getting people to know about you consideration advocacy getting kids to know a bit more about what you're what you're about but potentially they're halfway through the conversion funnel that maybe consider during a purchase and then conversion so actually turning people from potential customer into getting money in the bank under this framework YouTube's it's about here it's mostly a brand awareness play the main value you're going to get from YouTube is brand awareness and to some extent igniting those conversations around your product around your industry that are going to eventually lead to people becoming advocates you need to think of your channels like a socketing or a football team I call it football obviously yeah I don't know what you guys call it bananas or something and you can't be thinking about building a team of attackers each player has their own individual value to the overall good of the team and that's how you get the most goals in the net so Tim Howard is not judged on his goalscoring ability he may score one occasionally watch this ready all the way wait but that's no one makes him good he's a great player because he can save anything that is his value as a player and we need to be thinking about our channels on marketing channels in the same way and YouTube is primarily a place to brand so how do people find YouTube videos well there's basically two ways number one they can go and look for them so they can go in search on google or they can search on youtube and you can optimize this with SEO from 2008 we can all do this but the more complicated and actually more nuanced an important way that people find YouTube videos is through having them suggested so they might see the recommended links on the YouTube sidebar or in the icons that pop up after you finish watching a video they might get them through subscription notifications which come through email and when you go to youtube you might see this stuff recommended you also get youtube videos through social channels through LinkedIn Twitter Facebook Google+ it's integrated throughout all platforms and really you have to optimize for this by optimizing for engagement and engagement will beget engagements so the more engagement you're getting on your content the more people who are sharing your content watching your content it's going to increase the visibility across those platforms and get more people to watch it and if you get this stuff right you can do like oldspice who are often touted as a a company that i've got you too bright and for good reason you can have get all the SEO side wrong actually because their title is Jim and the description is great hair don't care yet within a week they're able to drive twenty-six thousand views because they have got the rest of it right and under this world really subscriptions are the holy grail of call you to optimization if you can get subscriptions people can have their content recommended throughout the platform when they sir when they search online it's like when people in circle you on google+ and they start to search that way it's the personalization and it is rife with youtube and it's been there for a while and you're often as SEOs we've forgotten that really this is the critical thing but there's a problem because the way most people approach youtube marketing is as such they think right i need to come up with a great idea for a video to promote my business there then pay a creative agency to make this video but then upload the video to youtube pave some seeding and advertising and judge success based on the number of views but this never works because a good idea for a video is not necessarily a good idea for youtube the two are not interchangeable they are not the same thing YouTube is its own discrete unique platform and requires a unique approach and so I want to show you an example of a video that I think is a good video but didn't work for YouTube and I could have picked hundreds of examples but I wanted to show you one of my own failures and to show your video that we made it distilled so this video is going to be it was originally made exactly like these whiskey videos we've been playing to be played at a conference it was for Brighton SEO in the UK to promote our training platform i'm here to introduce you to distilled you our online SEO training platform this were a real advert it wouldn't use my voices still with 80 hours of HD yo interactive modules be exploitative faker aliens rich level really it's just something we built to help train our team we're still releasing new modules into it but you can try that for free if you like click on it okay if frivolous is stupid it was fun it did quite well at the conference you know we got a few signups people liked it there was a few laughs but then we wanted to maximize the benefit from this video so we put it on YouTube and over a year it accrued a total of less than a thousand views five thumbs up did nothing I had no value for us and actually what we found is it was cannibalizing our performance in organic search so YouTube is very strong domain in YouTube videos will typically rank very well but the problem is when you search for the still do videos what you got was this here you got YouTube ranking above our own site when really we wanted to drive people to our own site for this particular term so it was a problem when it was an all round failure and the reason is because nobody cared about the content on YouTube why would you care about that it's an ad it's just something that we've made for promotion and the critical thing is not to treat YouTube like a Content repository just because you have a video doesn't mean it's going to work on youtube I deal with this kind of perspective all the time when people think content first they think ah we've got content we have great we've invested in videos and now we want to maximize the benefit we know that YouTube is the place so if you'll go to find video content online so we want to make sure we have a presence there we want to make sure all our videos are findable there just doesn't work you have to think audience first do your or does your audience want to watch your videos on YouTube what are your audience looking for is it the kind of content you're creating it's not content that's King you can have great content its context and YouTube requires a specific context you have to understand what your audience are looking for and serve that requirement serve that needs rather than just hoping that the fact you've crazy great video is going to work for them so instead of thinking always be closing you should be thinking abv Matt Brown I'm not talking the alcohol by volume always be valuable it's about serving the intent and the requirements of your users and you need a coherent channel strategy for this the best channels on YouTube are lean and mean which means that you need to make sure you're only having content on there that is valuable for your audience and rather than just flooding things flooding the channel with lots of different pieces of content because the more your channel is lean and the more the best content is driven to the top the more that specific content is going to be recommended when users are browsing one video or browsing another one so what you have to do is go into your YouTube analytics let's go to work I'd recommend going to YouTube analytics and then go to the audience retention report and what you'll notice if you scroll down is that there is a series of videos ranked by the average time watched and the estimated minute minutes watched so the average percentage viewed here is the most important thing and what you want to do is make sure the content that has very low engagement so here we have one that has twenty-eight percent average percentage viewed that's a clear indication that the content is not as successful as interesting to my audience as the other content there and what we should do is then go make that content unlisted which is basically I putting a no index tag on your videos you can still retain the view count the content is still there but it's not going to flood the search and have that issue of being recommended above content that's actually performing better I would then also recommend getting to the traffic sources report as a very nice way where you can actually determine whether or not your specific videos are valuable for YouTube so if you get into traffic sources and you scroll down you'll be able to see all the different ways in which people have found your YouTube videos and if people are typically coming from google search from embedded players and other websites and from external websites then this is a clear indication actually YouTube itself as a platform is not providing value for you so you should probably host your videos on something like Wistia where you can retain control what you want to see is lots of views coming from YouTube suggested videos youtube search and the YouTube channel page that is when you know that YouTube is of a specific value to you for your video content I want to talk about NBC which is something we've really been implementing it distilled it's not a Minimum Viable conversion and it means the next action you expect somebody to do once they've explored me gave of the specific piece of content obviously somebody's are going to watch a YouTube video and then immediately become a customer and a bunch of instances there's a men step process and for youtube the MVC is normally as follows either visit another website share the video subscribe to the channel or watch another video and if these the MVC should normally be watch another video you want to encourage consumption because consumption leads to that brand reinforcement that's going to become the value that you're going to get from your channel it's also going to lead to the optimization that means the content is spread and visible for more people when they're searching around and browsing and to do this you need a channel unique value proposition and so I'm going to give you a framework are very very simple very sticky very memorable framework but you can use to determine what your channels going to be and this is called home and hero and it means you're going to create two different kinds of content for your channel home which is going to be the mainstay of your content eighty percent of your comfortable home content twenty percent will be hero so what does this mean home content is basically scalable easy to produce evergreen often informational and it drives consistent unremarkable unremarkable engagement this is the kind of content that you're going to create to try and get subscribers the kind of content that people going to come back for repeatedly because it's valuable so examples like Moz web or friday or rei who have a series of videos that give you tips on how to set up a bicycle or unpack a backpack or put up a tent or similarly from home depot or giving tips about what you can use their products for or nivea for men who are doing a bunch of life hacks so how to get rid of smelly sneakers and how to chill a beer if you now have a refrigerator handy informational content that's valuable to your audience but it doesn't have to be sensible will it blend of course i'm sure many of you have seen this from Blendtec where they put consumer electronics in a blender and show the power of their stuff it's funny it's frivolous it's easy you come back to watch more so that's home content and then hero content which is the big investment heavily promoted pieces the viral videos and the real focus of this is promoting that core brand message the value get from these videos is in terms of building that brand these are the pieces that when people see they're going to have that reinforcement and it's going to drive the knowledge of your business so the focus here is driving thanks extreme temporal engagement so examples of this would be Dollar Shave Club would be dove real beauty sketches etc with all these videos success is not about great production never husband it's about a great story and I'm going to give you a quick example of a video that has extremely low production values but their story is fantastic I'll let you guys go and search and see how that one ends so gut reactions for videos are formed in three seconds or less and this is incredibly important for YouTube because of this thing how many of you when you're going to watch your YouTube video and a pre-roll out that comes up your eyes focus immediately there and you just wait for the fire texts click to click skip yeah most of us I think it's about fifty six percent of people basically skip all ads I think the main reason for this is that actually the ads are typically irrelevant and not targeted all that well if you get a really good at you will stop and watch it how many people have seen this piece the epic spokes from volvo trucks worth looking at fantastic piece of marketing now I want to give you a little story an anecdotes are going to prove the point here which comes from my colleague robberies be who is the VP in Seattle here and runs our Seattle office he's also the world's least photogenic man if any of you see him later on I would recommend try to get a selfie with him anyone who can get a good selfie with Rob that makes him look good I will give you a free link and Rob said this apparently my son insisted on watching this ad consecutively ten times yesterday he hates pre-roll advertising up and interrupting his videos but love this piece of creative marketing conclusion the attitude of a one-year-old or a good proxy for the average internet user so your brand is not what you sell it's how you sell it and you need to sell it with style and passion we're entering the Mad Men era of the internet when TV advertising first came into play in the 40s the majority of as the first came out with direct response it was by this by this by this and it was only really in the 60s and the Mad Men era where the focus of advertising was about brand was that story and we're about to hit this phase in the internet if you look back historically most advertising was quite direct response focused but now that isn't good enough because in order to get content out there it needs to be shared to get past filter bubbles that need to be actively watched and shared and this is incredibly true on YouTube otherwise your content just gets buried and what works on TV may not work on YouTube the two are not the same format a bunch of advertising agencies that I've seen essentially come up with an idea for TV ads and then think of YouTube's an afterthought and seed some there too doesn't work you need to think specifically about the channel so i'm going to give you an example of two videos from the same company and you'll see why one of them does much better than the other one on youtube he's being cut it out next little buddy Ralph be hung like a desert yo check it Jake change okay it's an ok TV at how about this one sorry glad ask a stupid question sorry do you a minute I'm sorry rose yeah sorry i pry squeeze a news sorry sorry sorry sorry sorry the first my question why don't we go back to the original thing that we did morning got a minute sorry no sorry we share because we care we don't typically share videos or content or anything because we like the product or we like the company or whatever it's about us we shared to say something about who we are and our experience in the world it's about spreading our own personal message our own personal brands so the people that we know and strong emotions triumph if you can elicit a strong emotion from your video content whatever that emotion maybe being negative being positive that's when you're going to get stuff that's really really shareable can't be bland and so I want to show you an example that we've peace concert that we've done that we've launched actually just this week a distilled we're about to push it on YouTube that basically was something live tried to create to learn from the mistakes we made previously where we just created content that was okay but wasn't relevant for YouTube I've tried to do something that will get engagement within the first five seconds so it'll pass through the adblock that'll be shareable and they will listen elicit a strong emotion and i'd like to share tea my first time it was pretty awkward I didn't know whether so look into his eyes or at the guy standing next to him I got really really hot but not any good way my first time was at a festival in the park at a gallery opening in the storeroom a little bit cramped sorry what was the question home he brought lots of equipment with him you know what I was fantastic okay that was my mouth got really dry I didn't help we spent a lot of time deciding where to put the camera I brought my friend along to help hold it over the place but she didn't like but it made perfect sense to me not gonna lie I was kind of glad when i was done i find practice really helps on the reflection it probably would have been better without all the people watching particularly my mom I actually haven't done it before yes seriously this is my first time right Tim and fresh air and so the MVC the Minimum Viable conversion for that video is not become a distilled client obviously our conversion funnel is long takes very little period of time the focus is to get them to consume more of our content so what happens when you finish watching the videos you click on the link you're taken to this landing page where you can sign up for a webinar and you need to think about what that next action is going to be for the pieces you're creating so where can you come up with great ideas for YouTube videos well I recommend the strategy of complete total immersion so you need to find out where your audience care about and there's a few little hacks and tools that will allow you to do this so firstly YouTube friends allows you to segment by demographic and see what different people are watching what they're sharing what they're engaging with which can be really useful to get a flavor for what's going on at a specific period of time Google Trends also does a similar thing in that you can segment by youtube search and then discover the kind of things that people are searching for and you can see these temporal spikes additionally if you use google trends in this way at the bottom you'll get related searches and basically you'll be given some keyword ideas that you can then go and use to determine the kind of content you might be creating and if you have an existing channel I'd recommend everybody signs up for a tool called tubular I've been playing with it for the last couple months and I think it's fantastic it's it's free but you need to have a 5000 subscribers in order to actual get the tool and basically what it does is it's a youtube analytics platform that provides a load more data than you actually going to get from the standard YouTube analytics which frankly isn't all that good so one thing you can see is actually the different videos the people who watch your content wash on other channels so you can get a flavor for the kind of stuff actually your core demographic and your audience are interested in you can also look at the channels that they've been engaging with so for us Google must help is unsurprisingly one of those core channels and you can then go to these videos and scroll down and see who has commented on and there's a rather questionable figure here what I recommend doing is going to Google+ encircling these people and seeing what other content of shared because these people are clearly influences in your core space because Google YouTube comments and actually fully integrated the Google+ of the two are completely related one of the crowning achievements of humanity last year was that we somehow managed to make youtube comments worse by integrating them with Google+ from here you can then think laterally about your brand so for your home content for the core base of your channel for the white boar for any kind of stuff you might be doing think what can you talk about with authority what is the unique knowledge that you hold in your business and therefore the hero content you need to define that brand message to work out what separates you from the pack and there's a few little hacks into this as well so I've taken this from actually our head of creative it is still mark johnston who just recommends and I think it's a fantastic and simple idea that you can all do Google the following things Google all those and you will get an immense amount of insight about how actually people feel about your brand how they feel about your competitors how they feel about your industry as a whole and take this information and try to work out what your particular product usps and the angle that you might be able to take creatively so content marketing it's not about the product right it's about story it's about the user except of course when it is about the product so if you're Gibson yes you can succeed on YouTube just by having pictures and images and videos of people playing your guitars because your guitars are great people like them they're a desirable product in fact if you have an even more desired product you don't even need to show the product at all in fact if you're aston martin you can get away with just showing your logo and having the inception soundtrack behind it I'm sold at that point frankly so do you but most of us aren't in that lucky position right unless you have a product and a offering that's incredibly desirable you have to assume brand agnosticism on YouTube you have to realize that the people who are searching through YouTube are browsing videos probably don't know who you are you have to assume that so you have to understand what the kind of thing you're going to be great what you're going to talk about that's going to really appeal to these people rather than just focusing on marketing to individuals who probably are a bit further down in the conversion funnel and understand more about you if you're creating content for your community if you're creating content to nurture people on your site it should look very different to the kind of content you doing on YouTube because the context is different so content is relevant to your audience is far more important than having content that's relevant to your brand to your product you have to make sure that it's exciting and people are interested in it and write instead of just trying to shoehorn a specific brand message in and you work with a lot of companies if you do this stuff where they try and do that but my personal view is actually if your client and company don't understand the value of communicating to your audience honestly and solving problems for them like the stuff Carrie was talking about yesterday I would just walk away so can you predict whether or not a video will be shareable yes you can I'm going to talk quite a bit about a company called unruly media you guys need to get with what they're doing because they're one of the biggest players in the social video advertising space and they're doing some really really cool stuff that's going to be incredibly important and we all need to be aware of their tools and their product offerings and one of the things they offer is called unruly sharing and what onion brewery Sharon case is basically user testing that will allow you to predict how shareable your video is going to be and how likely it will be to succeed on YouTube and generally socially and from here you can then craft your advertising strategy to help with that it's quite expensive it's going to be about seventeen thousand dollars to get this done so it's not for small companies typically but what you can do is kind of replicate that thought process it's actually based on a book called viral marketing the science of sharing by karen elson field and i would recommend everybody biosystem reads it because it will give you an indication of the kind of questions you can ask to determine whether or not people likely to share your video based on the emotions it's going to elicit of people so technical optimization for YouTube you can optimize for visibility across the platform actually by optimizing for attention it's very like SEO in the sense that now or doing great things for the user typically means you're doing great things for the search engine it's absolutely the same on youtube I was going to steal a a framework hear from our friends at Wistia and they recently released this post which I think absolutely fantastic and a great way to analyze how you should look at these audience retention graphs and the way it works is there's three parts to a video there's the nose the first five second there's the body the mainstay of the video and then there's the tail the last final part the video they call to action and what you can do is you can go into our YouTube analytics pick a specific video go to the relative audience retention report and what this will do is show you how your videos performing compared to all the other content on YouTube across the board so what we can see here is that actually at the start of this video with my colleagues David Tom it's quite good like people are immediately keying in their interested we have a blow above average engagement at this point so their nose is good the body looks pretty strong as well however if we go towards the tail that is actually a bit weak so what we would then think about doing is potentially re-editing this video may be chopping off the last fit or adding it clear a call to action so we don't lose that drop off because retention is the main thing that's going to actually increase the ranking of your video in the presence and you can see in these reports you can spread it by traffic source so you're actually able to see the way in which different users are behaving on these videos so here we can see the organic views are actually having a greater level of engagement the start compared to the compared to the page views but it's all dropping off towards the end so clicks for YouTube are far more important than keywords the more clicks you're going to get the more traffic in a sense your videos the better it's going to rank keywords and not so important essence so to steal dr. Pete's example somehow magically because it has this BuzzFeed style click Beatty headline this video is managed to accrue 888 thousand views and it is literally a three-hour video of butter melting so I'm not saying that you should replicate BuzzFeed articles for your titles but you need to think about clicks and we can actually do is test this and measure it using YouTube analytics so test adjustments in the titles titles and the thumbnails and then if you go to the traffic sources reporting your YouTube analytics then click on YouTube suggested videos you'll see this kind of graph what this indicates is the amount of people who are actually clicking on your video when they see it in the sidebar or in the the boxes that come up at the end of the video when you finish watching and this will indicate to you whether or not it's clickable it's sticky and people are interested so you can basically run 0 tests like that I'd recommend having multiple channels for multiple audiences if you're working in a company that works internationally you're probably going to be talking to different people in different languages it's absolutely fine to have multiple channels that's completely appropriate I would have as few channels as you can to keep it lean keep it mean keep it tight but still have as many as you require for your specific audiences on the other hand playlists I would recommend using absolutely liberally playlists are fantastic because they can rank in organic search they can rank in YouTube they can be recommended in the sidebar so it's basically a way of just slicing and dicing your content in a different way to increase visibility across the platform and so I would think about using as many playlists as you particularly think of relevant for your audience and go nuts with that YouTube annotations are also an important part of the mix so annotations are basically these JavaScript overlays that you see and you can click on them and it will take you to another video will take to the subscribe page to external site as well but if you're going to consider using these think about in pre-production think about it's part of that creative mix so remember I said the MVC for YouTube is usually watch another video there was a really really great example of doing this effectively from British Airways who did a series called choose your own adventure and what happened is you would watch this additional video which is basically somebody arriving at an airport and then what happens is you'll Center this sub box here and you can click on any one of those four cities and it will take you there and take you to the next video so what they've done from this is basically used the choose your own adventure book model that you may have had seen in the 90's and 80's and they've basically replicated this on youtube to try and exacerbate the amount of content that people are watching and therefore optimized for visibility across the platform very very smart but they thought about it creatively at the beginning rather than considering annotations as an afterthought similarly Juicy Couture did similar obviously this is very desirable product so this wouldn't work if you're just trying to sell fills blue widgets or whatever but what they've done here is Becky linked out to their different product ranges and done a large video to show this new range as well so you can actually drive with a traffic and get people interested I'd recommend adding a click a call to action for subscription on all you can actually set this up in the setting so it's automated because again as I mentioned subscriptions of the real currency of engagement on YouTube and the main thing is going to help you rank better and have increased visibility so try and get as many subscriptions as you can and use the framework to improve this okay promotions this doesn't happen videos do not magically go viral on YouTube it's a complete myth I would recommend having a look at the viral video chart from unruly and what this is is basically a large catalog over many many years now for different videos that have gone viral and you can submit them and you can see stats on it so it's a great way for you to actually observe how and why different things are previously gone viral what they've recently noticed may just release this data not so long ago is actually because of the dirge of content that we now have increasingly you need to get as many shares as you can in the first couple of days and ideally in the first couple of hours of launching something and pushing it and the more you can exacerbate those initial shares the more likely something is to continue and have this long tail of shareability afterwards you need to optimize that initial launch I recommend using paper emotions actually for all pieces on YouTube it doesn't matter whether you're doing just the big hero pieces the home pieces can be useful as well and we've had some real success at distilled using stumbleupon outbrain video and and reddit advertising as well to drive some really nice traffic to two videos for some of our smaller clients so one of them might be a digital science to a client that I work with and we only spent about a thousand dollars and we got sixteen thousand views and some really nice engagement on this video that we lost earlier last year Google+ post ads are going to become incredibly important for YouTube the old-school pre-roll advertising model that we currently have ease a bit crap nobody likes pre-roll ads everybody hates them which is a massive issue and I think this is one great way where you where Google have actually thought to overcome this by having these post ads that you need to actively engage with to actually set off the advertising framework so I think everybody should keep an eye on this and start to play with it unruly have actually been slightly ahead of the game here they've had a product for a while called unruly activate what I'm really active it does is it's basically this network of bloggers that they have across the web with embedded video players and what they'll do is serve different videos to across across these video players and it's only activated when you actually click play so it's a great way to basically see this content out there and it could be a lovely way to promote video without forcing that pre role model which may not work for pre-roll ab advertising itself I would actually recommend specifically targeting channels and videos there's a bunch of ways in which you can slice and dice the segments in YouTube TrueView and in stream but i would recommend targeting specific channels in videos because you can really refine exactly what you're going to offer somebody when you know what the kind of content they're going to watch and I'll show you an example actually from burger king who did a wonderful job of this damn be on my nerves right now I cannot even want a simple YouTube video without these advertisements popping up you tube and I hate these things this guy's just trying to watch a graphic animal attack video but no I had to sit through an ad stupid incredible deal this guy's just trying to watch the screaming goat video all black highlights watch a music video Jimmy Fallon clue in anchorman 2 trailer North Korean babies play the guitar but know that to sit through an air smart case the engagement in the first five seconds does something creative specific targeting rather than just generic push of a single piece of content so I am a self-confessed a little bit of a troll to be honest a little bit paddy moogan who's thinking tomorrow is is my boss and I've done a lot of these means basically happy patty sad paddy and this is essentially currency for communicating motion instilled while he was away for a few months I decided to get this stenciled on our wall in the office and I recommend actually trolling as a strategy for YouTube advertising so find out which of your competitors have partner state has enabled youtube partner status means that you allow advertising on the video then go and create an ad specifically target towards their customers and choose to serve that advertising only by a true view on their channel it may take a while to notice great way to try and piggyback on somebody else's mistakes similarly we're going to say don't allow ads on your own channel if you're doing marketing if you are trying to use YouTube to do marketing with videos as most of us in this room will be you don't want to be serving ads on them the only reason you want partner status is if you're trying to monetize the content itself which most of us won't be so just turn it off youtube have made it sound exciting hey I'm a YouTube partner because then they make money of you you can also find out reach prospects by doing some smog better analysis so unruly are about to launch this product called i'm really analytics is and BTW at the moment I've had to play with it it is fantastic it's basically searchmetrics for YouTube that's the best way I describe it and allows you to type in different brands and allows you to look at different videos and find all this information about who's shared it where it's gone it's going to be great as soon as this comes out I'd recommend signing up unfortunately I don't know how much is going to cost yet there's still work in that one out but what you can do in the meantime is use the unruly viral video chart search for specific brands maybe your competitors etc go and find those videos plug those videos into open site Explorer see who's previously embedded the content link to the content and then you've got a whole list of potential outreach prospects and people who might embed your YouTube videos people are normally quite good about betting YouTube videos because it doesn't feel particularly commercial you're just recommending content that you like so it can be great to do outreach I want to finish up in the last few minutes I've got just answering this question because obviously as quote unquote SEOs we have a lot on our plate we've got you know PPC SEO we're now doing content marketing we're doing our way to drink all this stuff why should we care about adding something else to our plate and really focusing on YouTube as a channel well I think you should care because of TV but our TV TV advertising spend is about to drop off I believe it's going to be a big drop of this kind of money and it's going to flood to the channels that we typically work in and because the time spent watching video compared to traditional TV online video is now increasing massively and this is going to continue many of us watch TV content on iPads on laptops we don't often sit in front of the TV and our living room you just watch all this stuff there's a change in user behavior and this is leading to a change in advertising spend all that's taking a while and YouTube is the number one online entertainment destination by miles it's where people go for entertainment online and so I believe that we're about to see the next great flight of money into digital we've written a report about asset distilled it's called the future of TV I'd recommend you go and check it out and YouTube is highly likely to be one of those places where a lot of that money gets spent and we think that about 15 to 25 billion dollars could be up for grabs in this industry that's just burgeoning for for reference the PPC industry in the US alone i think is about 18 billion dollars so this is not trivial sums of money so tomorrow's biggest brands are going to be built online in a world that we're calling on line first and I believe that actually us in this room we are the people who can do this the best because we understand outreach we understand technical SEO which you need for YouTube we understand promotions we understand content creation we do real company inbound growth hacking marketing and I would advise you to please spend some time working out how to optimize this platform go make great things optimized for YouTube properly and go make yourself some money thank you very much whoo so I put it to eat out saying the first person to give me a drink after after I finish speaking we get a free link so Greg wait on me to link all right done all right we're going to take one we have one time for one question from the audience okay so my question here is all about your thought process of not using YouTube as a dumping ground all right for all these TV ads and things you may have how do you convince clients of that in short so there's a bunch of directions it depends what excites the clients so some people think very rationally and to do that i'll just show them the data I'll show them actually most of the traffic is coming from google and actually if they then decide to sell post the video is going to be more effective for them in terms of traffic acquisition if they're more emotional that I can kind of just talk big picture about the focus of the audience and whether or not people actually excited by the content it is a tough challenge but ultimately people are starting to understand this slightly more strategic perspective a bit better so I just hammer home but I feel your pain it's really tough it's really tough all right Thank You Phil Nottingham cheers