As a “newbie” to the e-commerce world, there were plenty of new topics for me to read about. I originally chose TwitterPower, but after seeing 3 other Twitter presentations, I switched books in an effort to learn something new, as well as present a new topic to the class. YouTube for Business: Online Video Marketing for Any Business, by Michael Miller, focuses on all phases of YouTube marketing. This book is a how-to guide to producing a YouTube video to market a business. The book is clearly divided into different “how-to” sections, and provides a brief history of YouTube. I found the book to be basic, even for me, and focuses more on the technical side of filming a video, than on how to use YouTube to market a business.
As an amateur director, and a PC user, much of this book was not aimed at me. The book speaks about the different types of filming that can be used such as amateur, semi-professional, and professional. Video shooting advice that I found helpful included:
· The video should entertain, educate, or inform a viewer
· Select the purpose of the video – direct sales, promotion of a product or brand image
· Shorter is better – no more than 3-4 minutes is recommended by the author
· Less is more – keep videos simple, a YouTube broadcast is generally viewed at a small size making it difficult to focus on details in the video
I was unaware how much thought went into many of the YouTube campaigns launched. Before beginning to post videos on YouTube, a marketing plan must be made focusing on who the target audience is, and what they might find appealing. A how-to video may be work for product such as OxiClean, as opposed to building a brand like Nike (new soccer cleats) which may require a video expert presentation of a new product. The planning that goes into some of these “amateur” videos is remarkable.
Overall, this book is a quick read that focuses on all aspects of YouTube. The book goes into marketing strategies briefly, and discusses filming video at length. If you are planning on launching a YouTube channel this book will certainly help you start the site, as well as create some basic videos. I will use this book as a reference guide in the future if I begin working with YouTube.
Good insights. The OxiClean youtube clip was pretty funny. Yet it met all of the criteria you mentioned. It was simple. It was short. And it was a direct marketing attempt to educate, inform, and sell me all in TWO MINUTES!
ReplyDeleteAs suspicious as direct tv marketing is to me they did a good job. A focused intent is imperative to achieve your desired goals in this area. Youtube For Business sounds interesting.