Hi everybody.
Welcome to the University of Vermont
Digital Marketing classes.
We're gonna be talking about the wonderful world
of YouTube marketing.
My name is Tyler King.
I'll be your instructor for this course,
and I'm really excited to talk to you all today
about YouTube, social media, and all of that good stuff.
A little bit more about me.
I've been in marketing now, gosh, just about 15 years.
And I've done a little bit of everything from SEO,
digital, social media marketing, content marketing,
brand work for some major companies,
and I work for startups, excuse me.
And now I find myself working for Pandoc,
which is a document management company.
And we'll get into more into that.
So without further ado,
let's get this wagon train a-moving, here we go.
Hopefully everything works this time.
Oops, here we go.
So what is the deal with YouTube marketing?
So of course, in this first video,
we're be talking a lot about kind of the histories,
some stats, some best practices.
Kind of give everyone a nice refresher course
when it comes to YouTube because a lot has changed,
especially over the last few years, anything post-pandemic.
Social media channels have had to adapt
to new user and audience habits,
and YouTube's no different.
And so we'll talk a little about those as well.
So we're looking at it now,
worth over 2 billion monthly active users
making the second largest social platform over Facebook.
And that's only gonna grow as we see Facebook's decline,
especially here in the States.
One of thing about YouTube that's really important
to understand is that it extends to people of all ages,
but it's really resonating with the younger demographics,
especially for these millennials and Gen Z.
It's a really gonna be their primary place
for both entertainment, information,
and increasing social interaction.
All you need to do is go to some
of your favorite YouTube videos, scroll down,
and see the comments
and just see the massive amounts of conversations
that are happening just within the YouTube comment sections.
Now granted, some of those are terrible
and it can be an absolute Wild West disaster.
But at the same time, a lot of things can be learned,
a lot of connections can be made,
a lot of answers, questions to your answers.
And so we'll talk a little bit more about that.
And so what really makes YouTube
a really interesting platform
is just the wide variety of videos and content
that you can have on there.
From music videos to vlogs, comedy sketches, education,
gaming, product reviews.
You name it, there's a YouTube channel,
there's a YouTube community ready for you to dive in,
to learn, to grow, and to make connections.
And so I thought it, you know, I'm also a history nerd.
You know, a long time ago
when I was getting my undergraduate,
I did major in history.
And so as I was putting this first video together,
I thought, "Hmm, what is that first YouTube video?
Let's see if we can find it."
And so I did.
It's super short
and I thought it'd be really interesting just to play it
and kind of compare and contrast to the YouTube content
that we see today.
So here we go.
All right, so here we are in front of the elephants.
Couple of things about these guys
is that they have a really, really, really long trunk.
That's cool.
And that's pretty much all there is to say.
There you have it.
The first YouTube video ever uploaded to the site.
Now granted, it's pretty simple.
This kid's just messing around probably,
talking about elephants' trunks.
But I do feel like there are a few things
that we can learn from this.
Number one, what makes this successful
is it was a real life person talking
about their experiences.
That's what resonates with people on social media the most.
If you've any of my courses so far through UVM,
you'll know I say this all the time,
but I'll keep saying it 'cause it's so true.
People care about people on social media.
That's who they want to see and interact with.
So the more that we can do that,
showcasing people living their authentic lives,
the authentic part can be the hard part with social,
the better and that's what what people want to engage with.
And what's crazy about this video,
I've watched a few times now,
is this could have been uploaded today,
but it might have been a TikTok or a Reel
or now a YouTube Short.
Well, those are going away. But a clip.
Short, sweet, to the point,
connecting with your audience.
So even though this was, gosh, going on 15 plus years ago,
some of the principles still apply.
Moving on.
So some of the benefits of YouTube marketing.
We'll hit about five to eight of these.
High engagement rates,
that's a huge benefit of YouTube marketing.
Lots of people are watching all the way through
'cause a lot of it is gonna be more educational.
It's also gonna be more longer form.
Those of you who have been in social media marketing
for a while or just getting in,
there's lots of debate between short or long form.
There's a place for both
and YouTube is the place for that long form content
because people have questions, they wanna learn,
and sometimes it's hard to do that in five to 10 seconds
like you'll see on TikTok or on Reels.
Also does a great job of in increasing brand awareness,
driving website traffic and conversions,
and the enhanced SEO opportunities.
Google owns YouTube. They have for quite some time now.
And so they are going to prioritize people
who not only have an Google-optimized websites,
but who also take advantage of Google's platforms,
namely YouTube.
And so as you start to Google different things
throughout your day, your life, things you learned about,
you are seeing more and more YouTube videos
in those search results.
So it's never a bad thing to take full advantage of that.
You often hear that YouTube
is the world's second largest search engine, only to Google.
So why not take advantage of it?
And so that's why it's so important
you have those SEO-optimized YouTube videos
and channels as well.
And one great example of this is Mark Rober.
He is former NASA engineer
and he built a whole platform around science
and engineering, you know.
But he does his fun stuff
where he does the Amazon Porch Pirate Glitter Bombs
every Christmas
to more educational where he talks about his experience
working with NASA.
And so I encourage you all,
if you're looking for a great influencer,
someone to learn about YouTube, how to make videos,
Mark Rober is a great place to start.
Plus super smart, really fun to watch, awesome videos.
I just watched one about how they're developing drones
to deliver medical supplies in Africa and it was amazing.
So Mark Rober is a great place to start
to learn about the wonderful world of YouTube.
Also more on the B2B side of things is going to be Adobe.
They have just a whole list of playlists
about how to use their software.
And since Adobe Creative Cloud
is the premiere creative suite out there,
people need to know how to use it.
And so they've taken that to their full advantage
and they are on the forefront of having how-to videos,
walkthroughs, all that stuff
because they know people are Googling
how to work with Adobe.
So they're doing a great job with that.
And now I wanna talk a little bit more
about the YouTube marketing and the customer journey.
You know, where does this kind of fit
in the overall customer journey?
And so real quick,
we'll do a quick recap of what that customer journey is.
So it's all about creating campaigns that drive awareness,
consideration, then convert, create loyalty, and advocacy.
Now I feel like YouTube does a really good job
with a couple of things,
and the first off is gonna be awareness.
And when that goes back to what we just talked about
with that integration between Google and YouTube with SEO,
That's a great place to do that as well.
And in this stage,
this is where brands can attract new prospects
and who are likely to be interested in those products.
Plus the SEO, people are Googling in YouTube
looking to how to build a deck,
how do I figure out what to do with my sick daughter,
or how do I insert whatever you're thinking about,
that's what YouTube's for.
So does a great job with awareness.
And I think a really cool example of that is gonna be GoPro.
They don't beat around the bush.
They show you their product in action with amazing videos,
both what they produce as well as their influencers.
Create that content and awareness as the preeminent placed
and product to use for all your adventures.
And they also do a great job with considerations.
You know, consumers don't wanna be sold to anymore.
So they're gonna be proactive on their own,
going through social media, and going through the internet
trying to find what works for them.
And as we can see, 42% of shoppers use social media
for that research.
And that's why it's so important that we do our best
to make sure that our content is optimized
both on the channels that we own, website, blog,
but also on social channels like YouTube.
Conversion, this is a key component as well.
You wanna make sure that people convert
and they complete those call to actions.
And advocacy, we wanna then take our customers
and turn them into advocates for ourselves.
Now let's talk a little bit more
about YouTube marketing stats
and the landscape that we're in.
These are just important things to remember.
You know, you'll have these slides.
These are great just to be able to refer back to.
One really important thing about YouTube marketing
is that influencer side of things.
That goes back to what we talked about previously
is where people want to buy from people
that they know and trust.
And so when we can create marketing campaigns on YouTube
with already trusted influencers,
that's about 90% of what you have to do
to create amazing campaigns.
So this is just a really quick slide
kind of giving you a 30,000-foot view
of what we're talking about.
And in the next video,
we'll talk a little bit more about that as well.
All right, there we have it.
That is gonna be our first video.
As always, reach out to me if you have any questions.
Thanks, everybody.