Setting the Pace In Next Gen YouTube Marketing

Setting the Pace In Next Gen YouTube Marketing

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Mark Robertson, the Founder of ReelSEO, and I will be speaking about “Next Gen YouTube Marketing” at SES New York on Mar. 21, 2012. We also spoke about “Next Gen YouTube Marketing” at SES Chicago on Nov. 16, 2011. And we spoke about “Next Gen YouTube Marketing” at SES San Francisco on Aug. 17, 2011.

Now, you might think that we both give the same presentations over and over again to different audiences around the country. But you would be wrong.

We both need to spend a lot of time and thought updating our presentations every couple of months.
Why? Because YouTube marketing changes virtually every month. And you won’t get very far, very fast in this field by telling today’s experienced marketing and advertising professionals about important tips, best practices, and strategies that worked seven months ago.

That’s almost as unfashionable as re-telling the story about the 1909 race between an Oldsmobile Limited car and the 20th Century Limited train, which was immortalized in the painting “Setting the Pace” by William Hardner Foster. Spoiler alert: The car won.

Well, maybe it won’t hurt to take just a quick glance into the rear-view mirror to get a sense of the pace of change that video marketers and producers have to race against every week.

  • On Aug. 27, 2011, just 10 days after Mark and I spoke at SES San Francisco, YouTube published Version 1 of the Creator Playbook. At the time, I said, “If YouTube keeps this up, then there will be less and less need … to talk about the basics of online video. That ground will already have been covered. So, it’s time to take our game to the next level.”
  • On Sept. 14, 2011, John Gregg, a YouTube Software Engineer, announced, “Starting today, you can edit your uploaded videos right on YouTube and maintain the same video IDs. This means you keep your view count and comments, and all existing links to your video will continue to work. No re-uploading necessary!”
  • On Oct. 28, 2011, Robert Kyncl, Global Head of Content Partnerships at YouTube, said, “Today we’re announcing that even more talented creators and original entertainment will soon join YouTube’s existing channel lineup, including channels created by well-known personalities and content producers from the TV, film, music, news, and sports fields, as well as some of the most innovative up-and-coming media companies in the world and some of YouTube’s own existing partners.”
  • On Nov. 30, 2011, just two weeks after Mark and I spoke at SES Chicago, Ted Hamilton, Product Manager at YouTube, announced, “We’ve replaced Insight with YouTube Analytics.” He added, “The Creator Playbook has also been updated to show you how to use your new Analytics to build and engage with bigger audiences, earn more money, and make better videos.”
  • On Dec. 1, 2011, the YouTube Team said, “Today we’re introducing a new homepage, Channel design and a fresh coat of digital paint.” They added, “Our recent Channels expansion, our grants and educational programs, and this new design are all focused on helping you discover a broader range of entertainment on YouTube.”
  • On Jan. 23, 2012, the YouTube Team announced, “You’re uploading one hour of video to YouTube every second.” They added, “For all the hours of video you’re uploading—you’re watching more as well; we’ve now exceeded four billion video views globally every day.”
  • On Feb. 12, 2012, Ryan Nugent, audience development strategist at YouTube, said, “Today we’re launching version two of the YouTube Creator Playbook.” He added, “When we first released the YouTube Creator Playbook with tips for succeeding on YouTube, things were a little different. You didn’t have all the new channel features, the homepage didn’t yet have a guide to help you find and follow to channels you like, and you were uploading 48 hours a minute.”

In contrast, my father was the director of marketing at Oldsmobile in the 1980s, before the oldest surviving American automobile marque was phased out in 2004. Back then, new car models were introduced once a year.

My dad’s most-remembered marketing and advertising campaign proclaimed: “This is not your father’s Oldsmobile.” If you are under 35 and have no idea what I’m talking about, check out this old TV commercial, “William Shatner & Daughter for Oldsmobile – 1988!!”

The slower pace of change in that era enabled my dad to use glass-mounted slides to give the same presentation over and over again to different audiences around the country for 12 months. As I prepare to update my Next Gen YouTube Marketing presentation for the third time in seven months, I keep reminding myself, “This is not your father’s Oldsmobile.”


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