youtube tutorial

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© 2010 Teach to Fish Digital, LLC

What is YouTube? YouTube is an online video sharing website used by millions. It provides a free service for those seeking to share and view video content. Both individuals and organizations utilize YouTube to upload, watch, promote, share and embed online videos. The third most popular site in the Web behind Google and Facebook, YouTube enjoys more than 90 million unique visits per month. 24 hours of video are uploaded to YouTube every minute. More people view videos on YouTube than all other television, cable and social media networks combined. Other relevant numbers:

• 1 billion – The total number of videos YouTube serves in one day. • 12.2 billion – Videos viewed per month on YouTube in the US (November 2009). • 924 million – Videos viewed per month on Hulu in the US (November 2009). • 182 – The number of online videos the average Internet user watches in a month

(USA). • 82% – Percentage of Internet users that view videos online (USA). • 39.4% – YouTube online video market share (USA). • 81.9% – Percentage of embedded videos on blogs that are YouTube videos.

Sources: Comscore, Sysomos and YouTube, November 2009

Personal Uses Primary uses for individuals are to view and share online video content. Among the entire YouTube community, there are subsets of individuals that create smaller groups and share content based on their particular interests. From gardening to humor, from politics to poetry, YouTube is utilized as a means of sharing infomation and ideas via online video.

Source: Sysomos, February 2010

Share of Views By Category

Music

Entertainment

People and Blogs

News and Politics

Sports

Comedy

Education

Film

Animation

How To, Style

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Business Uses Commercial and nonprofit organizations use YouTube to promote their brands and share corporate video content with customers, partners, investors and internal teams. Sample business uses include:

• Explaining products or services in detail • Creating promotional content (e.g. contests, events, limited time offers) • Conducting interviews with employees or industry experts • Posting customer testimonial videos • Recording meetings • Developing “how-‐to” videos to answer common questions • Re-‐broadcasting television commercials

YouTube is utilized by several Fortune 500 companies and 50% of the Fortune Global 100.

Source: Burson-‐Marsteller Evidence-‐Based Communications, February 2010

Primary Features

• Video embedding -‐ Users can insert a YouTube video into Facebook and MySpace accounts, blogs, or other Web sites where anyone can watch them.

• Public or private videos -‐ Users can elect to broadcast their videos publicly or share them privately with friends and family upon upload.

• Subscriptions -‐ Users are able to keep track of their favorite users' new videos. • Record from Webcam -‐ Users with a webcam and Flash software are able to instantly

record video responses or normal videos onto the site rather than having to prerecord and then upload the video.

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54% 50%

33%

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Twitter Facebook YouTube Blogging

Fortune Global 100 Companies Active in Social Media

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Video Attributes

1. Video Title – Use a simple title that includes search keywords if possible. 2. Videos by Creator – A link to other videos from this account holder’s Channel. 3. Subscribe – An option to subscribe to this person’s videos. New videos will appear

in your YouTube account inbox when they are created. 4. Video Play Options – Play and pause the video and adjust volume controls. 5. Video Time / Length – Numeric and visual display of where you are in the video. 6. View Controls – Expand or contract your view of the video on your screen. 7. Video Creator – The account name of the person who created this video. 8. Video Description – Provide descriptive text to explain the video content. 9. Views – The number of times this video has been viewed on YouTube 10. Review – Give feedback for the video with a “thumbs up” or “thumbs down” rating. 11. Share & Save – Share or send the video to friends and colleagues. Save the video to

your favorites, or include it in a playlist of videos you enjoy. 12. Embed Option – Access code to copy and paste on a website or blog so that the video

can be shared outside of YouTube.

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Creating an Account Since YouTube is property of Google, creating an account is very easy, and chances are you already have one. If you have not yet created a Google/YouTube account, follow the following steps. 1. Select the “Create Account” link at the top of the page on YouTube.com.

2. Select a username that aligns with your personal identity or company name. Indicate your location, postal code and date of birth.

3. From here you will be able to add assign this YouTube account to an existing account or create a new Google account.

4. After step 3, you have successfully created your YouTube account. At this point, you can customize a YouTube Channel, upload new videos and refresh account settings.

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Recording & Uploading There are literally hundreds of available recording devices for YouTube video content. From sophisticated, high definition digital video recorders to inexpensive tools that fit in your pocket, like the Flip below, your decision when choosing a recorder will depend upon your goals with YouTube, your audience, your content and your budget. You can even record video from an enabled mobile phone or your computer’s webcam. As long as you can create and export a digital file, your device will work with YouTube. Accepted file formats include:

• Windows Media Video (.WMV) • .3GP (cell phones) • .AVI (windows) • .MOV (mac) • .MP4 (ipod/psp) • .MPEG • .FLV (adobe flash) • .MKV (h.264)

YouTube places a size limit on videos that can be uploaded. No video can be greater than 2GB in file size or 10 minutes in length. Once you have a video that is suitable for uploading, follow these steps: 1. Click the upload button

2. Select a movie from your computer or record a video from your webcam.

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3. Name the video – use a descriptive title and helpful description

4. Use tags – these are keywords that indicate what the video contains

5. Select a video category 6. Decide to make the video public or private 7. Choose sharing and publishing items to allow/disallow comments, ratings, embedding, etc.

8. Save your video settings

9. Wait for processing – usually a few minutes but can depend upon the size of the video.

10. Share it on Facebook, Twitter and Google Reader using AutoShare options.

Once the video is process and live on YouTube in public or private settings, you may also choose to embed the video onto a website or blog by copying and pasting embed code wherever you want to show it.

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Editing Video Once a video has been uploaded, YouTube allows users to enhance and modify each file. Audio, annotations, captions and subtitles can be included. To edit your video, simply click on your account name in the upper right-‐hand corner of the YouTube page and select “My Videos”. Choose the video you would like to edit by clicking the “Edit” button next to that video. Audio – Add various music, hymns and beats by selecting the audio tab. The music will replace the existing audio. Choose from a number of musical genres, artists and titles.

Annotations – Add textual callouts and speech bubbles during key moments in your video. Include calls to action, invitations and links to other YouTube content (videos, channels, playlists, search queries, etc.). Choose when and where your annotations will air within the video. Add one or multiple annotations. You can save annotations and continue editing prior to publishing the video. Captions – Insert captions for hearing impaired audiences and those speaking other languages to enjoy your video content. Unlike annotations, captions cannot be typed directly in the interface. Captions must be uploaded as a special file that denotes the text you would like inserted. For more information visit YouTube’s Help section on the subject.

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YouTube Channels By virtue of having a YouTube account and uploaded video, you have a YouTube Channel. A Channel page is similar to your YouTube home base. This is the place where you and others can view and share all the videos you have uploaded to YouTube. People can subscribe to your Channel to receive updates when new content is created. Channels can be customized to your personal preference or to match your brand look and feel. Here are some features YouTube provides for customizing Channels. First, you must go to your YouTube channel. Click on your account name in the upper right-‐hand corner of any YouTube page and select “My Channel.” At the top of your Channel, you will have several options from which to choose: Bulletins: Post messages or status updates to alert subscribers of new content, relevant alerts and promotions. Bulletin messages will appear on your Channel and be sent to your Channel’s subscribers.

Settings: On the settings tab, Channel owners can edit the Channel’s title and tags. Tags contain meta data that help visitors understand what your Channel is all about.

Themes and Colors: Customize the appearance of your YouTube channel with Themes and Colors. You can select from several available color schemes or create your own. By hitting the “show advanced options” link, you can select specific colors for backgrounds, wrappers and text on your Channel. Save each different theme you create by clicking the “new theme” button. You can also upload custom background images to further align your Channel with your personal or corporate brand standards. Hit “Save” to apply your changes.

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Modules: This tab gives you the control over what specific pieces of content you would like to appear on your channel. Determine what specific information you would like to share with Channel visitors and subscribers.

Videos and Playlists: Similar to modules, this tab allows Channel owners to decide what video content should appear on the Channel. Choose to show your own videos and/or the videos you have selected as favorites. You can also show your playlists on your Channel. Playlists can be used to group videos in thematic lists. Within this tab, you can choose to show a featured video or list them all in a grid layout.

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Advertising Opportunities YouTube offers three basic programs for advertising and promotion.

1. Text and display ads via the Google Content network 2. YouTube promoted videos 3. Involved advertising programs and branding campaigns

Google Content Network Using Google’s advertising platform, Google Adwords, advertisers can select specific sites on which they would like their marketing messages to appear. YouTube is just one of those sites. By creating a Google AdWords account and choosing to promote text-‐based, display (like the example above) or video ad in the Content Network, your organization can promote itself on YouTube. Ad space can be purchased on a cost per click or cost per impressions basis. Read more about the Content Network. YouTube Promoted Videos If your business has a video or Channel that you would like to promote, YouTube Promoted Videos allows you to do so. Similar to Google AdWords, advertisers must choose keywords with which they would like to associate their video content. Promoted videos appear in YouTube search results or near videos with related content. For more information, see ads.youtube.com. Advertising Campaigns – Many businesses participate in other opportunities from YouTube in which ads are displayed on the YouTube Home page, as expandable takeovers that fill the visitor’s entire screen or as in-‐stream messages that overlay videos as they are played. All these buys require a greater investment and typically a media buy through an ad serving company like DoubleClick, Bluestreak or PointRoll. View the YouTube media kit for further information.

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