9 new rules for YouTube marketing

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The new face of video marketing

YouTube has changed dramatically over the last five years, and the rules of video marketing are now radically different too. In early 2006, anyone in the field was trying to create viral videos. But, Google Insights for Search shows that web search interest in the term "viral videos" peaked in March 2006 and is currently just 40 percent of what it was back then.

Today, everyone in YouTube marketing feels like they're playing Calvinball. That's the game invented by cartoonist Bill Watterson in his classic comic strip Calvin and Hobbes. As Calvin once said, "The only permanent rule in Calvinball is that you can't play it the same way twice!" Other rules can "be changed, amended, or deleted by any player(s) involved."

So, what are the new rules for YouTube marketing? Let's take a look.

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Rule 1: YouTube marketing is the new video marketing
According to Experian Hitwise, YouTube is the most popular video site in the U.S. YouTube gets more than 86 percent of visits to 77 video sites in this country. Hulu, the second most popular video site in the U.S., gets less than 4 percent of visits.

And according to Hitwise, YouTube is even more popular in Canada. YouTube gets about 90 percent of visits to 70 video sites in that country. MSN Video, the second most popular video site in Canada, gets less than 3 percent of visits.

So, YouTube marketing is the new video marketing.

You might continue to use the term "video marketing" without any penalty. But, six days out of seven, you can use the term "YouTube marketing" without any embarrassment.



Youtube Marketing
Youtube Marketing April 10, 2011 at 5:17 AM

Hey thank you for the nice Youtube marketing tips. I believe and say with my experience that ANY business can be made successful using the power of Youtube but if you know how to use it. You just need to explore the exact techniques which works and then have to use them for the purpose of your benefits.

Michael Kilun
Michael Kilun January 31, 2011 at 7:35 PM

Really neat, my co. is about to kick off some heavy YouTube marketing and are in the strategy process now. There are definitely tips here to take away and use in our efforts. Thanks!

Greg Jarboe
Greg Jarboe January 31, 2011 at 4:50 PM

Thanks for the feedback. I'm glad you thought these 9 new rules were helpful. But is there a 10th that I'm missing. Somehow, the 10 new rules sound like something you could put on a couple of tablets.

Scott Waxenberg
Scott Waxenberg January 27, 2011 at 4:20 PM

Well done, Greg. Thanks for the Calvin & Hobbes references (one of my fav comic strips and now my kids are getting into it) and the advice. Being that I work at blogTV in the live video broadcasting space where all content is of the UG variety I especially liked Rule #4. I look forward to the day when marketers look at all video content the same way and focus on the audience viewing said content along with time spent, engagement rates, # of videos viewed, ad completion rates, etc .

Jason Thomas
Jason Thomas January 26, 2011 at 10:58 AM

Some great tips here. CPC for video marketing is generally much lower too and if you target it correctly it converts well. The video marketing tools are good too.

Tom Costello
Tom Costello January 26, 2011 at 10:13 AM


Thanks for the article and timely advice. We are currently developing a video campaign around the February 14th launch of Hotelmine, a new online leisure travel site that will serve as a direct connect between our Members and a hotel, and will certainly use some of these tips in the campaign!

Tom Costello
Partner & Co-Founder

Josh Norman
Josh Norman January 26, 2011 at 7:07 AM

Thanks! these are high quality tipc for you tube marketing!

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