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Hi everybody.

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Welcome to the University of Vermont

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Digital Marketing classes.

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We're gonna be talking
about the wonderful world

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of YouTube marketing.

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My name is Tyler King.

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I'll be your instructor for this course,

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and I'm really excited
to talk to you all today

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about YouTube, social media,
and all of that good stuff.

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A little bit more about me.

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I've been in marketing now,
gosh, just about 15 years.

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And I've done a little bit
of everything from SEO,

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digital, social media
marketing, content marketing,

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brand work for some major companies,

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and I work for startups, excuse me.

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And now I find myself working for Pandoc,

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which is a document management company.

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And we'll get into more into that.

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So without further ado,

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let's get this wagon train
a-moving, here we go.

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Hopefully everything works this time.

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Oops, here we go.

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So what is the deal
with YouTube marketing?

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So of course, in this first video,

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we're be talking a lot
about kind of the histories,

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some stats, some best practices.

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Kind of give everyone
a nice refresher course

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when it comes to YouTube
because a lot has changed,

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especially over the last few
years, anything post-pandemic.

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Social media channels have had to adapt

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to new user and audience habits,

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and YouTube's no different.

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And so we'll talk a little
about those as well.

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So we're looking at it now,

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worth over 2 billion monthly active users

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making the second largest
social platform over Facebook.

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And that's only gonna grow
as we see Facebook's decline,

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especially here in the States.

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One of thing about YouTube
that's really important

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to understand is that it
extends to people of all ages,

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but it's really resonating
with the younger demographics,

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especially for these
millennials and Gen Z.

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It's a really gonna be their primary place

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for both entertainment, information,

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and increasing social interaction.

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All you need to do is go to some

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of your favorite YouTube
videos, scroll down,

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and see the comments

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and just see the massive
amounts of conversations

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that are happening just within
the YouTube comment sections.

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Now granted, some of those are terrible

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and it can be an absolute
Wild West disaster.

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But at the same time, a lot
of things can be learned,

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a lot of connections can be made,

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a lot of answers,
questions to your answers.

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And so we'll talk a little
bit more about that.

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And so what really makes YouTube

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a really interesting platform

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is just the wide variety
of videos and content

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that you can have on there.

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From music videos to vlogs,
comedy sketches, education,

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gaming, product reviews.

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You name it, there's a YouTube channel,

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there's a YouTube community
ready for you to dive in,

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to learn, to grow, and
to make connections.

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And so I thought it, you
know, I'm also a history nerd.

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You know, a long time ago

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when I was getting my undergraduate,

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I did major in history.

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And so as I was putting
this first video together,

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I thought, "Hmm, what is
that first YouTube video?

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Let's see if we can find it."

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And so I did.

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It's super short

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and I thought it'd be really
interesting just to play it

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and kind of compare and
contrast to the YouTube content

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that we see today.

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So here we go.

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All right, so here we are
in front of the elephants.

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Couple of things about these guys

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is that they have a really,
really, really long trunk.

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That's cool.

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And that's pretty much
all there is to say.

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There you have it.

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The first YouTube video
ever uploaded to the site.

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Now granted, it's pretty simple.

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This kid's just messing around probably,

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talking about elephants' trunks.

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But I do feel like there are a few things

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that we can learn from this.

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Number one, what makes this successful

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is it was a real life person talking

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about their experiences.

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That's what resonates with
people on social media the most.

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If you've any of my
courses so far through UVM,

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you'll know I say this all the time,

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but I'll keep saying
it 'cause it's so true.

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People care about people on social media.

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That's who they want to
see and interact with.

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So the more that we can do that,

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showcasing people living
their authentic lives,

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the authentic part can be
the hard part with social,

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the better and that's what what
people want to engage with.

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And what's crazy about this video,

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I've watched a few times now,

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is this could have been uploaded today,

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but it might have been a TikTok or a Reel

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or now a YouTube Short.

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Well, those are going away. But a clip.

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Short, sweet, to the point,

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connecting with your audience.

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So even though this was, gosh,
going on 15 plus years ago,

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some of the principles still apply.

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Moving on.

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So some of the benefits
of YouTube marketing.

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We'll hit about five to eight of these.

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High engagement rates,

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that's a huge benefit
of YouTube marketing.

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Lots of people are watching
all the way through

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'cause a lot of it is
gonna be more educational.

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It's also gonna be more longer form.

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Those of you who have been
in social media marketing

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for a while or just getting in,

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there's lots of debate
between short or long form.

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There's a place for both

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and YouTube is the place
for that long form content

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because people have
questions, they wanna learn,

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and sometimes it's hard to
do that in five to 10 seconds

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like you'll see on TikTok or on Reels.

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Also does a great job of in
increasing brand awareness,

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driving website traffic and conversions,

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and the enhanced SEO opportunities.

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Google owns YouTube. They
have for quite some time now.

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And so they are going to prioritize people

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who not only have an
Google-optimized websites,

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but who also take advantage
of Google's platforms,

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namely YouTube.

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And so as you start to
Google different things

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throughout your day, your
life, things you learned about,

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you are seeing more
and more YouTube videos

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in those search results.

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So it's never a bad thing to
take full advantage of that.

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You often hear that YouTube

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is the world's second largest
search engine, only to Google.

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So why not take advantage of it?

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And so that's why it's so important

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you have those
SEO-optimized YouTube videos

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and channels as well.

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And one great example
of this is Mark Rober.

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He is former NASA engineer

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and he built a whole
platform around science

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and engineering, you know.

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But he does his fun stuff

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where he does the Amazon
Porch Pirate Glitter Bombs

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every Christmas

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to more educational where he
talks about his experience

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working with NASA.

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And so I encourage you all,

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if you're looking for a great influencer,

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someone to learn about
YouTube, how to make videos,

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Mark Rober is a great place to start.

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Plus super smart, really fun
to watch, awesome videos.

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I just watched one about how
they're developing drones

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to deliver medical supplies
in Africa and it was amazing.

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So Mark Rober is a great place to start

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to learn about the
wonderful world of YouTube.

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Also more on the B2B side of
things is going to be Adobe.

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They have just a whole list of playlists

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about how to use their software.

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And since Adobe Creative Cloud

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is the premiere creative suite out there,

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people need to know how to use it.

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And so they've taken that
to their full advantage

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and they are on the forefront
of having how-to videos,

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walkthroughs, all that stuff

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because they know people are Googling

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how to work with Adobe.

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So they're doing a great job with that.

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And now I wanna talk a little bit more

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about the YouTube marketing
and the customer journey.

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You know, where does this kind of fit

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in the overall customer journey?

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And so real quick,

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we'll do a quick recap of
what that customer journey is.

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So it's all about creating
campaigns that drive awareness,

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consideration, then convert,
create loyalty, and advocacy.

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Now I feel like YouTube
does a really good job

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with a couple of things,

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and the first off is gonna be awareness.

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And when that goes back to
what we just talked about

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with that integration between
Google and YouTube with SEO,

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That's a great place to do that as well.

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And in this stage,

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this is where brands can
attract new prospects

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and who are likely to be
interested in those products.

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Plus the SEO, people
are Googling in YouTube

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looking to how to build a deck,

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how do I figure out what to
do with my sick daughter,

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or how do I insert whatever
you're thinking about,

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that's what YouTube's for.

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So does a great job with awareness.

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And I think a really cool example
of that is gonna be GoPro.

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They don't beat around the bush.

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They show you their product
in action with amazing videos,

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both what they produce as
well as their influencers.

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Create that content and awareness
as the preeminent placed

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and product to use for
all your adventures.

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And they also do a great
job with considerations.

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You know, consumers don't
wanna be sold to anymore.

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So they're gonna be
proactive on their own,

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going through social media,
and going through the internet

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trying to find what works for them.

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And as we can see, 42% of
shoppers use social media

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for that research.

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And that's why it's so
important that we do our best

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to make sure that our content is optimized

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both on the channels that
we own, website, blog,

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but also on social channels like YouTube.

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Conversion, this is a
key component as well.

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You wanna make sure that people convert

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and they complete those call to actions.

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And advocacy, we wanna
then take our customers

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and turn them into
advocates for ourselves.

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Now let's talk a little bit more

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about YouTube marketing stats

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and the landscape that we're in.

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These are just important
things to remember.

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You know, you'll have these slides.

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These are great just to
be able to refer back to.

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One really important thing
about YouTube marketing

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is that influencer side of things.

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That goes back to what we
talked about previously

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is where people want to buy from people

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that they know and trust.

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And so when we can create
marketing campaigns on YouTube

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with already trusted influencers,

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that's about 90% of what you have to do

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to create amazing campaigns.

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So this is just a really quick slide

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kind of giving you a 30,000-foot view

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of what we're talking about.

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And in the next video,

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we'll talk a little bit
more about that as well.

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All right, there we have it.

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That is gonna be our first video.

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As always, reach out to me
if you have any questions.

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Thanks, everybody.