5 Steps to your successful YouTube Video

How to make 10,000 views on YouTube with a video like this:

  1. Set a realistic goal 
  2. Choose content that your target group is interested in
  3. Find an interesting way to present that content
  4. Work with music
  5. Promote

YouTube Video Views for Social Media Effect

The most used goal for YouTube videos is reach in the form of views. The number of views you can achieve is highly dependent on what your business is about. A cosmetic brand will potentially attract way more views than a consultancy. One of my videos – “The Social Media Effect” – is very successful and it motivated some prospective clients to visit my website and to contact me for a proposal, i.e. it created profit. The video is at 6,600 views right now. Compare this number to the YouTube videos one of the most successful bloggers in Germany – MobileGeeks – whis is writing about notebooks, mobiles and other hardware. Some of their videos attract more than 5 times as much. So why is 6,600 a success? Because reports on hardware have a much wider target group than marketing advice. So pick your goals in relation to your potential and your possibilities.

You need to find content that provides a value to your target group. Most people like jokes. If your video is about financial advice, you need to report something serious. Find out what your target group has a need for. “The Social Media Effect” is interesting, because nobody had so far tried to actually calculate the effect of social media sharing. But for marketers who need to justify social media activities, it is valuable to have such a calculation. Your content has to provide valuable information.

Present that content in a way that is interesting, funny, engaging or motivating. Find a way to make your point. Use common memes, fashion, fads, current events, symbols etc. to make sure, people understand you and can relate to what you are saying.

Use background Music. If you watch “The Social Media Effect” without speakers, you will see that it is relatively boring. The music was chosen to give a feeling of mass engagement of human beings. You can find background music on YouTube or you can produce it with simple software.

Use all your contacts, social media platforms and all your other digital assets to promote the video. Do not hope for viral success, because the odds are against you. The reason for viral success of YouTube videos has not yet been found although many scientists are trying to find out. Virality seems to be more luck than anything else. Look at the chart above. “The Social Media Effect” is still rising and it seems that it’s rising progressively. But it has not been shared more than 10 times (!!!!). Virality would have made the video reach its viewership much faster and this would have been great. But its still great, even without virality, because obviously there is a growing demand for the information in that video.

2013 in review

The WordPress.com stats helper monkeys prepared a 2013 annual report for this blog.

Here’s an excerpt:

A San Francisco cable car holds 60 people. This blog was viewed about 3,600 times in 2013. If it were a cable car, it would take about 60 trips to carry that many people.

Click here to see the complete report.

Marketing Research 2013

How to reallocate research capacities in today’s digital media environment

Procter & Gamble is probably the world’s biggest market and marketing research buyer. Joan Lewis, Global Consumer & Market Knowledge Officer at P&G is the top executive in this field. She expects market surveys to decline dramatically, because social media listening is replacing traditional market research methods.

What social media listening tools are out there?

The former Alterian SM2, is integrating listening methods, marketing analytics, campaign management,social media capabilities and SDL’s functionalities. I have used SM2 for research in German language, where it delivered much mor accurate results than all other products.

Salesforce.com’s Radian6
Radian6 – which was aquired by Salesforce.com in 2011 – is probably still the market leader and is a very handy tool as long as your research is focussing on English language mentions preferably targeting the U.S.

A Silicon Valley-based developer of natural language processing technology used to analyze social media and online digital content in general. It’s Insight Workbench combines analytics, charts and research tools on a subscription basis.

Here is an overview of a number of other helpful tools. The author did obviously not like to promote the market leaders, which is why the above mentioned products are not on the list.


Social Media Department – Examples

Marketing Cheat Sheets – just published

Now there are cheat sheets for the two most important steps of marketing planning:

The cheat sheets come with instructions in a few steps and with the necessary worksheets. You may use the worksheets in your marketing presentations. Check it out –>

Marketing Cheat Sheets Cover.001

Sponsoring Tangibles

What on earth is sponsoring tangibles?

Its consumers receiving tangibles branded with a companies’ brand. The tangibles are mostly wearables, e.g. t-shirts. They bear a logo or a slogan with a logo or an ad, sometimes a QR-code.

The consumers opted into a program that identified them as potential brand ambassadors (so you can be sure, they are gonna wear your t-shirt). This works with randomly assembled groups of interested consumers as well as with amateur sports teams or even with a group of people attending a birthday party. Marketers will surely find other ways to benefit from this idea.

Experiences so far are too few to actually say how successful this is, but Unilever and State Farm Insurance were already willing to test it. How? By using the offers of new breed of opt-in ad-networks who offer this service.

Comprehensive List of Marketing Channels – Digital and Classic – 2013

Is there anything new on the marketing channel horizon? Yes, there is: Sponsoring Tangibles. What is it? Read here –>

Get the full list as pictured below –>

More about methodically selecting marketing channels –>
Marketing Channels 2013