YOUTUBE U.

Nike’s Secret To Success On YouTube: It’s Not The Viral Video

A still from Nike's "Winner Stays" YouTube video. (YouTube)

The viral video may be dead as far as ad campaigns go.

The idea of making it big through a single viral hit is not a realistic goal for most advertisers nor is it particularly effective in cultivating an ongoing relationship with consumers even when it does happen.

Instead, we’re seeing a number of brands begin to adopt more pragmatic approaches to YouTube, including the “hero, hub, hygiene” strategy touted by YouTube. Read More

YOUTUBE U.

YouTube Is Not The Future; It’s Been The Future For Nearly A Decade

The Variety cover featuring Mr. Dawson and Ms. Marbles. (Facebook)

There have been a lot of cover stories about Vine and YouTube stars over the last several months.

Shane Dawson and Jenna Marbles graced the cover of Variety, Jerome Jarre made the cover of AdWeek, Bethany Mota on the cover of FastCompany, and so on.

But, why now? Why has it taken so long?

While many of these articles are praising the innovation and progressiveness of entertainment and advertisers participating in the space, the harsh reality is it is not innovative. Read More

YOUTUBE U.

It’s Time For YouTube Stars To Grow Up

Screen Shot 2014-09-14 at 5.25.08 PM

Real money is being made within this ecosystem — YouTubers are becoming millionaires as billions are being invested, and major media and advertising dollars are flowing in at a rapid clip.

However, just because YouTube is your profession doesn’t make you a professional.

The accessibility and ease of use of YouTube has empowered anyone with a cell phone and an internet connection the ability to become a ‘YouTuber’ — so much so that the the site has over 100 hours of video uploaded each minute. The benefits of the platform are vast and can’t be denied — there’s a democratization of media that’s never occurred in the course of human history. Read More

YOUTUBE U.

The Three Biggest Trends Coming Out Of Vidcon This Year

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Vidcon, the SXSW of the YouTube world, recently held its fifth annual event. I’ve attended every Vidcon since its inception, and this year’s event proved to be the most eventful of any thus far. Bigger than ever, the crowd at the Anaheim Convention Center swelled to well over last year’s estimated 12,000 attendees, as brands, fans and the entire industry flocked to Orange County.

Founded by Hank and John Green of Vlogbrothers fame, Vidcon originally launched five years ago as a convention for fans and YouTube creators alike to come together. It has since expanded: the original event drew a around 1,400 attendees to the Hyatt Regency in Century City, in contrast to the massive crowd that thronged the Anaheim Convention Center this year. Read More

YOUTUBE U.

Winter Has Come for TV Advertising: YouTubers Are Getting More Viewers Than ‘Game of Thrones’

Daenerys looks worried. (Screengrab: HBO)

Last night’s “The Children” was the season four finale of Games of Thrones, and though the numbers aren’t in yet, it’s clear that millions of viewers tuned in—and then turned to the internet, as they have throughout the season, to cheer, bemoan, recap, celebrate, and even remake the events of each episode.

Everyone knows Game of Thrones is hugely popular. What may be surprising is many YouTubers are generating more views than the popular series. Creators across platforms, and on YouTube in particular, are quickly reaching the same scale and viewership, without the marketing and multi-million dollar budgets. Read More

YOUTUBE U.

9 Ways YouTube Changed Everything, In Honor of Its 9th Anniversary

(Mrconte.com)

It was nine years ago that YouTube offered the public a beta test of its site, since that time a lot has changed. While its worth noting YouTube was not the first video hosting platform, they were the one that managed to bring it to the masses and as a result, the platform has had a profound impact on media, advertising, politics, music, pop-culture, and individuals across the globe. Read More

YOUTUBE U.

YouTube vs. Facebook: Only One Of These Still Has An Audience

(photo via mkhmarketing)

We are closing in on the midway point of 2014 and it’s shaping up to be the year online video reaches its tipping point in capturing brand dollars.  A recent report showed for the first time, Internet ad revenues have passed broadcast TV revenues.  Brands now have to take into consideration that we’re living in a multiscreen world with people watching more and more content online.  But they also have to be fully aware engagement is key or viewers will bypass ads, similar to fast forwarding through every commercial on the DVR.

When it comes to large platforms for brands, Facebook is where brands used to look in the past, but this is 2014 not 2008. Facebook’s declining organic reach and insistence upon brands needing to pay to reach the audiences they’ve spent millions to acquire has left many brands frustrated. Meanwhile, YouTube, with its higher engagement metrics and earned media potential is in a prime position to capitalize and capture brand dollars. Read More

YOUTUBE U.

YouTube Ads Bring In the Bucks, But Stifle Innovation

(Facebook)

Google is launching a major new ad campaign. Billboards, posters, and subway trains are being emblazoned with its imagery. Magazines are rolling off the presses with pages printed in its bright colors. Television spots are set to run against a few nationally distributed shows and against local content in a few metro areas.

It’s a pretty standard traditional media campaign, except one thing: All of this media is advertising YouTube. Read More

YOUTUBE U.

Unwrapping the $900 Million Disney/Maker Deal

maker

Earlier last week it was announced that Disney is acquiring Maker Studios for $500 million dollars. With over 5.5 billion video views a month Maker is the number one YouTube MCN (Multi-Channel Network—a term for the companies that represent YouTube channels and sell ads against them) for total monthly views as well as minutes per viewer. The acquisition will scale Disney’s digital media business, capture youth consumers, and leverage untapped YouTube creator intellectual property. However, the deal is not without its risks. Read More