Justin Ernst

COMM 5007 Current Issues in

Social Media

Social Media

Idea oriented

Cost have decreased• Recording Equipment

• Editing Software

Comments

Keywords

Rankings

Viral

Promotion

“How to”

BreakDailymotionvidiLife

First YouTube video upload April 2005

In 2010, 13 million hours uploaded

35 hours of video uploaded every minute

78.5 of total video share market

Adapted to social media feel Oct. 2005

Ad dependent

Content Partners Program

Viewer Engagement

Large Audiences

Showcasing the Product

Creates strong connection

Video stimuli is more appealing

50%-80% of meaning is conveyed through

body language

More people are watching television than

reading

Internet is widely available

All ages can connect

Viewers can easily find new products

Can teach consumers how to use products

Offers vehicle for reviews through

comments

Creating a video is easy, creating an

appealing one isn’t

Paul Gillin• AEIOU Rule

Authentic

Entertaining

Intimate

Offbeat and Unusual

Authentic• Real people in real locations• Homemade feel• High production may lead to distrust

Entertaining• People enjoy fun content• Entertainment will carry product

Intimate• Humans interested in peers’ stories• Voyeuristic

Offbeat and Unusual• “Old Spice Guy” (Isaiah Mustafa)• Distinct and memorable • Challenge a taboo

How many people have left after..• The first ten seconds?

• The first thirty seconds?

• The first minute?

• The second minute?

By the ten second mark of a video,• 10.39% of viewers have left

By the thirty second mark of a video,• 33.84% of viewers have left

By the first minute mark of a video,• 53.56% of viewers have left

By the second minute mark of a video,• 76.29% of viewers have left

According to video distribution service, TubeMogul

Primary Sharing• Initial source of shared video• Usually done by video creator

Secondary Sharing• Super Bowl Doritos commercials• Early viewers share content Friends, fans, customers

Tertiary Sharing• Spread by people with no connection to original video

creator• Content that is sharable through many platforms

YouTube Partner Program• Focus on content first Constant theme

Established audience base

• Promote the channel Blog post

Merchandise

• Update frequently Numerous videos means more clicks

Keeps viewers coming back

• Keep up with analytics Know your demographics

YouTube cooking channel

YouTube Channel started in Sept. 2010

6,617,414 subscribers

750,830,440 views

Recently landed own TV show on FYI

Will online videos become the dominant

form of advertising and marketing over

television? Why or why not?

What are the pros and cons of allowing

viewers to skip commercials after a few

seconds?