9 new rules for YouTube marketing

Greg Jarboe
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Video Posted on January 26, 2011

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Rule 2: You can't make it on YouTube alone
According to comScore Video Metrix, Google Sites, driven primarily by video viewing at YouTube.com, ranked as the top online video content property in November 2010. But, even with close to 2.0 billion out of the nearly 5.2 billion viewing sessions in the U.S. that month, this means only 38 percent of all viewing sessions occured at YouTube.com.

So, you can't make it on YouTube alone.

But the functionality to upload a video to Yahoo Video was removed on Dec. 15, 2010, and all user-generated content will be removed from Yahoo Video by March 15, 2011. And all of the other video sites put together will add -- at best -- an additional 7 percent of all viewing sessions.

So, what should you do?

The answer would be found in some TubeMogul research that was published Feb. 12, 2009, if it were still posted on the company's site. Its research found that 45.13 percent of viewers discovered videos by going to a video site (i.e., going to YouTube and running a search or clicking around the featured or related videos). But 44.24 percent of viewers discovered videos embedded on blogs or other websites.

So, you should embed your YouTube videos in your website or blog because embedding will literally double the chances of viewers discovering them. You can also use Media RSS (MRSS) or TubeMogul OneLoad to syndicate or distribute your videos to other video and social networking sites. This will also increase the odds of viewers discovering them.

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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.
http://Youtube-Marketing.yolasite.com

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 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 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 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 VidShout.com video marketing tools are good too.

Tom Costello January 26, 2011 at 10:13 AM

Greg,

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
Hotelmine