- Virality is not the only measurement of success. Producing consistent videos that garner solid viewership is a big achievement in itself.
- Organic search is a very strong signal of intent. Viewers can find new, related videos, but this is not as strong of a signal as organic search.
- The concept behind YouTube’s TrueView is giving users a choice but also maximizeing the value for advertisers.
- Giving users the ability to skip ads acts as an incentive for advertisers to make their content as entertaining as possible.
- Content does not have to be hilarious to succeed. Videos that are not meant to be funny but are meant to educate the audience, or answer a question, or tell the audience something they didn’t know can rack up lots of views.
- The fundamental difference between advertising on television and YouTube is the ability to share. If a person sees a commercial on TV that they really enjoy, they have to then go to online to share it. Advertising on YouTube also provides vastly more metrics for advertisers.
- Volume of videos can make a serious impact on buying decisions. If one brand has 100 products and a video explaining each one, they are much more likely to sell than a competitor with 100 products and no videos.
- The most advanced advertisers will do a lot of testing. They’ll put a up a couple of variations of a video, and run each of them as an ad just to get more traffic on them, and then they’ll modify the video based on what they learn.
- Measuring success for a video means determining what success means for you. If you’re going for tons of views, a funny prank might work. If you’re aiming to instruct customers, a prank video might not be the best idea, even if it gets a lot of views.
Eric: What do you do at YouTube?
Lane: I’m a product manager on the YouTube monetization team and specifically I work on AdWords for video which is our video promotion tool for advertisers and marketers and people who want to build an audience. I also work on video ad effectiveness which is essentially helping prove to advertisers that they are gaining value from their video ads.
Eric: YouTube has been around for many years and it seems to me that there are a number of people in the industry that believe you have to go viral with a video in a big way to be successful. People believe you need to have a success like Blendtec, or Intuit’s Tax Rap. In your view, is it actually necessary for a video to go viral for a campaign to be successful?
Lane: I think there are lots of ways to be successful without going viral. An example would be the toy company, Rokenbok. They get lots of views on their content and they would consider themselves a success in terms of the video content they are producing, but they are not necessarily getting 50,000 views because everyone is sharing them now.