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Youtube Upgrades Their Youtube Creator Playbook

Youtube-playbook-main-page

Youtube has upgraded their Youtube Creator Playbook or guide book.  This is their third revamp of their guidebook since the few short months beforehand, when they had released their “updated”  playbook in  February  of 2012.  However, as you well know,  things change quickly on the internet.  With all the new Youtube interface changes, internal analytics panel changes and general interaction changes that have occurred since February 2012, they definitely needed to upgrade their guidebook to be a one stop kickstart resource for creating great video content on Youtube.

They now have a dedicated link for the Youtube Creator playbook, and  they provide a supporting blog that is geared mostly for  Youtube partners, but it’s still a good idea to check it out on occasion  to keep informed of all of Youtube’s ongoing changes.  The site is an easier read than before and at the end of every unit they provide a downloadable checklist so you can use this information to use as a set of guidelines to follow when creating your videos and to boost the effectiveness of your video content.

One of the key factors that has changed (and is reflected in the Video Manager Analytics area of your Youtube account) is that Youtube now tracks the number of minutes that your viewers are engaged with your video content.  They are not solely counting video hits any longer.  Youtube provides an actual count of the time or how  many minutes your viewers are watching your content and provides a top ten list of your most popular videos for the content creator to evaluate in your analytics statistics.

I have a previous post with the old playbook that was filled with a lot of the how-to’s in video creation.  But that playbook  was on a Slideshare type of presentation format, and I wanted to upgrade the blog with this newer information.  By the way, they do provide a link in order to download the 114 page guidebook as a pdf file, if you prefer.

Related Post

Youtube Makes Video Guide Ebook  Available to Youtube Publishers

How to Create Your Own Brushes in Photoshop CS5

This is my most recent tutorial. Thankfully, a few minutes, shorter than I usually record them in.

I cover step-by step instructions on creating brushes in Photoshop CS5. Hope you find it informative.  And if you are not already a subscriber on my Youtube channel, I encourage you to do so.  (Of course, that’s if you find the information I share helpful.)

Why Storytelling Videos Are Popular Ways to Advertise Small Businesses

Video Production

When it comes to online web video content, “Once Upon A Time” is not the phrase you usually associate with small business online marketing. But the growth of online video content and popular “storytelling” videos are providing growth for this part of the industry even during  a downturn in the economy.  Interestingly enough, according to a recent  Web Video Marketing council’s article, the development of  web video content for advertising has contributed to a growth in jobs for 2011.  Their study, commissioned by the IAB found that…

“Research from the Harvard Business School claims that the entire ad-supported ecosystem of the Internet contributed $530 billion and about 2 million U.S. jobs to the economy last year. The work was commissioned by the Interactive Advertising Bureau (IAB), a global non-profit representing over 500 media and technology companies.

The IAB claims its members collectively sell 86 percent of all online advertising in the U.S.

The Harvard Business School research notes that much of the growth occurred among small businesses, in reference to the job creation figure.”

father-daughter-ballerina-video

While many types of video content is being produced, videos with storytelling from the customer’s point of view are becoming a more popular way of associating a brand with its product.  What are these videos exactly?   Whether it’s an auto manufacturing company showing customers reflecting on past memories of when  they bought their very first (insert brand here) car, or a mom reflecting on the cupcakes she baked from a brand mix and how it made her feel, in essence brands are encouraging consumers to be a part of the story by recalling their own experiences.

These videos are showing up on corporate websites to humanize or personalize the corporate website’s brand.  Most of these human interest stories are so popular that they show up on Facebook, Twitter and other popular social sharing sites.  Take for example, Dollar Shave club’s popular video that went viral and ended up with 5 million views.

According to a Search Engine Watch blog post , what Dollar Shave Club achieved  was nearly phenomenal!  Search Engine Watch calculated  how much this type of advertising coverage was worth to the startup business in terms of its potential advertising costs via a traditional medium.  They compared it to the results that Dollar Shave Club would have gotten had they chosen to go down the more traditional and less creative way of competing within the market.

“ The average CPC (cost per click) for a group of “shave” related keywords is currently around $1.

If you’re a start-up, you don’t really want to be spending $5,140,887 in PPC within your first month. You’re unlikely to make it past the end of your first week at that rate!

But what Dollar Shave Club has achieved is to get in-front of just as many people/eyeballs, but without the associated costs that come with each click.”

Another example of an engaging small business Youtube hit, and this in the UK, was the one pound fish man as seen in the video below:

This is the power of compelling video and stories that have do to with the customer or client interacting with the product in a positive way.

The three reasons these videos are successful and what you need to consider and apply when producing your video content are:

  1. The videos come across as authentic if they are not done in a salesy or corporate speak way.  The subject matter is believable and  the informal way the person shares his memory makes the video content a lot more authentic.
  2. The endorsement is provided by the customer in a warm, friendly manner. When the subject in the video is telling a compelling story the endorsement seems credible even when he or she is recalling a 10 year old memory of interacting with the product.
  3. This type of “storytelling” video content personalizes the brand. They bring the brand down to the consumer level, which is appreciated by a prospective consumer, and proves to be very motivational.

And what small businesses and other advertisers have found is that these videos are a lot more shareable.  You are not likely to send a friend or loved one a traditional commercial; but a video that is either funny, or tells a unique story with subtle branding is more likely to be socially shared.

It will be interesting to see more small business success stories as they find ways to incorporate “storytelling” videos in their small business marketing.

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Photo credit: Design by Itzik Gur

Youtube: Video Giant Celebrates Its 7th Anniversary

Video-film

It was seven years ago, on April 23rd, 2005 that one of Youtube’s co-founders, Jawed Karim,  uploaded his  19 second video , “Me At the Zoo”.   There was nothing special about this video in it’s production or content.   However, who would have known or foreseen that these tiny beginnings would lead to the super technology giant of video creation and distribution that we know today as Youtube.

And so according to Comscore, Youtube, keeps growing and acquiring eye popping stats as their viewers download and view their vast library of video content.

For example:

  • 60 hours of video are uploaded every minute; one hour of video is uploaded every second.
  • More than 4 billion videos are viewed every day.
  • More than 3 billion hours of video are watched each month on YouTube.
  • More video is uploaded to YouTube in one month than the three major U.S. networks created in 60 years!
  • In 2011, YouTube had more than 1 trillion views or almost 140 views for every person on earth.

Other notable findings pertaining to ad impressions from March 2012 include:

  • 83.5 percent of the U.S. Internet audience viewed online video.
  • The duration of the average online content video was 6.4 minutes, while the average online video ad was 0.4 minutes.
  • Video ads accounted for 18.5 percent of all videos viewed and 1.5 percent of all minutes spent viewing video online.

These are just a few facts from Comscore’s detailed report , to show you the wild ride and potential growth that still awaits for  developing video content and video ads in the future, not only for Youtube but other video content providers.

Isolating and Colorizing A Black and White Photo

 

Woman With Sweetheart Candy

Being that Valentine’s Day is around the corner, this is the most recent of my Photoshop CS5 tutorials.  In this video, I cover how to remove the color from an image and isolate a specific object on the photo.  I also cover the steps on how to then change the object selected and transform either for more dramatic impact.  I also added a blur technique to the background in order to emphasize the red heart in the foreground.  The transformation of the heart to look like a Necco sweetheart candy as in the photo above was not covered in the video.

2 Additional Changes Youtube Has Made to Improve Small Business Video Marketing

Although there was a great uproar and outcry regarding  Youtube’s recent updates and changes, it seems those outcries are growing dimmer as small businesses are getting a net gain with Youtube’s redevelopment of their website.

In a previous blog post, I included a brief summary of Youtube’s new interface but I was hesitant to comment about the new changes internally since such a major change in navigation was putting a dent on how I was posting and editing my video tutorials.

The following is an example of my Youtube channel’s  new interface:

But as I mentioned earlier, those concerns are beginning to drift away since, as a matter of fact, YouTube has already made more of an effort to feature channels on search results pages for related keywords.   This is the key, make sure when you edit  your channel that you focus on using your main keyword phrase properly in your channel’s description , and you can get found even quicker!

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Youtube Gets a Slicker and Cooler Interface But Is It A Real Improvement?

As we get nearer to  the end of the year, and often many companies prepare by rolling new bells and whistles,  Youtube has rolled out a major overhaul on their design interface.  While it does look a lot sleeker and adds a host of options it will be interesting to see if this overhaul will actually enhance viewer experience.  It’s an interesting risk since Youtube has pulled away from it’s simple and clean interface.  The following video has a quick overview of the customization options that are now available.

This is Youtube’s new front page interface, of course with some of my own interface options, so the view may look different from your own.

Design wise the interface looks great but if you are already struggling to keep up with all the options available to you in developing your Youtube channel,  Youtube has just  upped the ante.  In fact there are mixed opinions on these new changes, and videos with access to script changes to revert back to the old interface are becoming readily available.  Even the video posted above has several thousand dislikes.

In my opinion, perhaps Youtube wasn’t forthcoming on how drastic the changes would be and have irritated their loyal users to say the least.  I will be tweaking and updating my own channel in the following weeks and checking under the hood, so to speak, on design changes.

Youtube Makes Video Guide Ebook Available to Youtube Publishers

Youtube icon

Youtube knows it will be successful when it makes its publishers or producers successful so they have created an ebook named “Youtube Creator Playbook” and/or presentation that will guide  you through the tips, guidelines and all  the information you need to know to get started in order to make your next video successful.

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5 Free or Open Source Screencasting Applications to Create Your Next Video

Sony HD Video Camera

Screencasting and live video streaming may be the next big thing in marketing for your small business, but it is hardly worth diving into if your budget is already squeezed tight and you can’t make room for expensive software and video tools.

However, not to worry there are a few robust and free applications out there, that you can at least begin to use in order to get familiar with the technology and get “your feet wet” with video marketing without a financial outlay.  You will have to invest some time to get familiar with the products but that shouldn’t be too difficult as most of the website provide short video tutorials on how to get started.

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How to Convert a Powerpoint 2010 Presentation into a Marketing Video

Powerpoint 2010 slide

If you have  Powerpoint 2010 on your Windows computer, you have the tools to create a marketing video at your fingertips without needing screencasting software.  In addition,  Microsoft usually includes their basic video editing software Microsoft Windows Live Movie Maker with your purchase and you can use this software to edit your completed video, if needed, or prepare it to upload to Youtube.

Unlike previous versions of Powerpoint,  Microsoft has stepped up to the plate and provided video conversion  functionality in their most recent release,  so you will not need a third party application to convert your Powerpoint presentation to video.  The following steps will guide you through this process:

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