Finally an interactive, immersive online video ad that doesn’t skimp on the comedy or selling. Patrick Warburton takes us on ‘GOOD REASONS,” an interactive entertainment experience that highlights Honda and takes the viewer on a guided web surf. While the interactivity is limited during the 9 modules, Warburton’s script is clever… he’s seen tapping a Tweet or Facebook like page, and he’s best when left alone between module selections. I discovered the ad on YouTube, and probably spent 15 minutes with it.
Warburton generally walks that fine line between being confidently funny and glib, and it’s hard not to think of his voiceovers during the experience…. especially Kronk.
The work was created, at least in part, by Justin Young, who left Firstborn Multimedia in NYC and leads “This Is His” an LA-based interactive design and post production shop. Check out the behind-the-scene stills… and read more about the shoot here.
Or my version of the photo (and I could have done this without the green screen, Honda.
According to a recent comScore report (May 2011, released June 17, 2011), Hulu was the last-place site in the top ten for unique viewers, it had the highest number of ad impressions of any site included in the survey. Tremor Media Video Network ranked second overall (and highest among video ad networks) with 700.8 million ad views, followed by Adap.tv (642 million) and BrightRoll Video Network (565 million).
So Google (YouTube) maintains its leadership with 176 million viewers engaged in 5.6 billion viewer sessions (about 16 hours per viewer in the month). Vevo is now the #2 video-sharing site, even before Yahoo and Facebook (as well as media companies like Viacom, Turner and NBC). But advertisers are choosing the ad networks like Tremor, Adap.tv and BrighRoll, presumably because they’re providing better targeting on niche sites.
The Social Media for Nonprofits conference series kicks off in SF w/ @kanter, @GuyKawasaki & @jdlasica. bit.ly/lWLDQO #nonprofit #nptech
Perfect timing for what I’d planned this week… The 10 Commandments for YouTube/Viral Marketing for Causes and Non-Profits…
1. Though Shall Not Stop With Text. If you blog, also vlog. Use video to simplify your message, and to SEO optimize it. A good video travels farther than great words.
2. Honor Thy Description. Pack cause-related videos with dense descriptions and tags, and links to websites placed prominently where they can be seen in YouTube’s truncated description.
3. Useth Thy Stigmatized Words Too. In thy language, be true to the “right” way to speak about thy cause. BUT also use words people actually search. If you’re promoting equal rights, add politically incorrect terms too.
4. You Shall Not Carry Thy Message Alone. Find those with large YouTube audiences who share your non-profit’s mission. Ask them to carry your message in their own voice. Expect not your boring video to be found and go viral.
5. Be Not Boring. In Title and Thumbnail Especially. A non-profit need not be dull. If humor, dancing, song and shock aren’t appropriate… than use emotional videos to promote sharing. Use metaphors or images to reach the hearts of viewers. Be bold, controversial, kind and uplifting. Don’t paint a hopeless situation. Fire people up with how close we are to solving your challenge, and find an entertaining way to ask them to help you reach the nearby finish line.
6. Ask Not Just For Money. Social currency is as important as cash. Just like asking for a token amount ($10) ask viewers for small gestures. A “like,” comment or “favorite” on a video is a donation that will help many others find the video, and that may be worth more than the non-social currency you call cash.
7. Focus Not on The Viral Video Idea Alone. Don’t stop with video ideas that you think may fly. Focus instead on getting the video seen via as many social mediums as possible. Ask your Facebook friends to share them, and highlight other videos related to your non-profit (even the “competitor” counter intuitively). Rather than do one “big” video, do many, many that are customized to various audiences and stakeholders.
8. Get Input Before Campaign. Ask people who are immersed in the medium for ideas. Even if they have none, they’ll be more likely to share your final work because they have “buy in.” It’s harder to say “no” when asked to spread a message if you’ve already provided some ideas before the message was cooked up.
9. Use Thy Coalition To Reach Webstars. YouTubers are bombarded with direct pleas, and begin to ignore messages (especially those via YouTube mail). Ask your advocates to reach out to YouTube “stars” via Twitter and Facebook. What top Tuber can ignore dozens of pleas mentioning his/her ne and a cause or non-profit? We all search our names on Twitter at least daily.
10. Time Thy Campaign to Project4Awesome. This Fall program spawned by the Vlogbrothers is the annual cause-awareness initiative on YouTube and even the least-viewed videos are usually seen more than the best-produced cause videos.
This is part two of a series featuring direct advice from YouTube “stars” about what keeps them going. In part one (click to read), we heard from Brittani Louise Taylor, Rhett and Link, and Charles Trippy.
Now let’s thank four more of the most prolific and prominent YouTube creators: Michael Buckley, Venetian Princess, MysteryGuitarman and Happyslip. They’ve shared — in their own words — what keeps the “fire burning in their bellies.” I believe they’re all profiled in Beyond Viral (I frankly haven’t read it), but this is new perspective on how they’ve continued to stay fresh. We can learn a lot from these people who aren’t just early sprinters, but marathon runners of this medium.
First and foremost, JOY. I know that is a gay answer! HA! But I still LOVE YouTube as much as I did when I became a “YouTube Star” back in 2007. Obviously, YouTube is very different now but I still love it so much and take great JOY in making videos and engaging the community. I am grateful every day that this is the life I am fortunate enough to lead. I LOVE MAKING VIDEOS! I LOVE YOUTUBE! This is the greatest career you could ever have!
b. MY SCHEDULE AND FORMAT:
YES! This is a big one that keeps me going! I think being on a SCHEDULE and having a set FORMAT has made it easier for me to stay on track. I never stop and think “Oh what should I make a video about?” – which I imagine would be stressful if I didn’t have a set format. Some people might tire of this but for me I thrive with the structure and consistency of it. My format is not ideal in 2011 YouTube and maybe someday I will tweak it but I enjoy it.
So yeah- that is a big part of what keeps me going. Having a schedule but then being able to flexible with it when I need to be is a luxury that I do not take for granted.
c. I LIKE MY VIDEOS AND FIND ME FUNNY! HA!
This is going to sound like a strange answer and it’s a personal one- that maybe I shouldn’t share- and may sound dumb – but – I think I am very funny. So when I think “What keeps me going?” – I think about how much I enjoy writing What the Buck. I love love love writing and making jokes and filming it and when I watch it back- I think it is very funny. (Which reminds me of 2006 when I would have a video up with 60 views and 4 comments – I didn’t care if anyone was watching –I watched it 60 times and thought it was hilarious!) So I am very motivated to come up with funny jokes and see if I can deliver them in a humorous way. I think you have to like your own videos or you are screwed.
d. LOOKING FORWARD:
I don’t look back. I don’t sit around and think “Oh I wish YouTube was small like it was in 2007” or “I wish I was the big fish I was back in 2008” which I find a lot of YouTubers who lose their motivation find themselves reflecting back to “when they were popular”. I just look forward and remained focused on creating my content. I am never threatened by other people becoming successful on YouTube. I am happy if my success inspired anyone and I am inspired daily by so many people on the site!
e. THE MONEY:
Getting paid to do something you love is the cherry on top!
“For the videos, I try to focus on what entertains me, what entertains my family and friends around me. That is what I started with and I suppose it is a niche that will always have a loyal following. The audience definitely varies in demographics and most are not tweenies who live on their computers ready to devour their new subscriptions. Without that first huge burst of viewers that descend upon a new upload, the videos don’t make the homepage and therefore the snowball that used to accumulate so fast and large just accumulates at a slower pace.
So some of the reasons that keep me going:
I would make videos or entertain people even if I weren’t paid.
I remind myself constantly that my value doesn’t come from YouTube #s or income that is coming in.
I try to focus on what makes my content unique rather than try to make similar videos to other popular creators. (at the same time, I try to throw in some non-filipino vids which are just subjects that inspire me or make me laugh)
I only pay so much attention to comments on the videos, and definitely don’t read them if I’m in a bad or fragile mood haha.”
Joe Penna has been making videos since the dawn of YouTube (he wrote my theme song when he was living on Ramon Noodles), but he vanished for a while and returned with a parade of hits. How has he endured as one of the most-subscribed YouTubers?
“It’s tough to keep going. Back in 2010, when my channel was growing rapidly, I went through various phases. I had a phase where I played music with random objects, where I did a bunch of different music looping videos, a bunch of crowd-sourced videos, etc.
Nowadays, for example, if I post a stop motion videos there will be at least one comment with dozens of thumbs up saying “you’re boring! stop making stop motion videos!” If I post something different, I’ll get at least one comment with dozens of thumbs up saying, “you’ve changed! the reason I subscribed is for the stop motion video!“
I think what keeps me going is that the feedback I get is almost always overwhelmingly positive. I just chalk it up to me having a channel where it’s not the same format every single time. There have always been and there will always be the vocal minority who won’t think my latest video is up to par with whichever video they found me, or who won’t agree with something new I’ve started.
That’s why I’m on YouTube. To experiment. To create something new. You can come along for the ride, if you so wish. If not, good riddance.
Her song parodies have been seen more than 330 million times, and she’s one of the most-subscribed female YouTube musicians. But she took a break and rebounded.
“Last year I took a hiatus from YouTube, and pretty much all other internet platforms. I was dealing with family medical issues, I bought a house that ended up being a nightmare, and then I got hit with those copyright claims on my videos which really took the fun out of making videos for me. I was so upset about it, because now I would have to totally rethink all my material and a lot of the video content I had already shot for parodies were now useless. So I took a long time off. From June 2010 – February 2011, I didn’t make any big videos. I’d do a small crappy video here and there, but my full-on productions were now out the door. I was too bummed out which made me lose my creative spark and I needed to step away. Because of my viewers, I managed to stay up there on the charts as top female for about two years.
It took 4 months of no videos to finally push me down the charts, which I knew was inevitable. In all honesty, numbers never really meant that much to me. Sure, it was exciting to get a lot of views. But all I really cared about was a) having fun and b) having people that would watch my videos. The whole “beating Miley Cyrus” thing was a campaign I did for fun because I knew my viewer demographic was into her. When I got hit last year with all of the difficult stuff on YouTube and in real life, I lost all of my drive. I needed to take time away from YouTube and rethink everything. Coming back to it this year, I have a completely different view of it. Of course, YouTube changed ALOT since I left too. The most viewed and subscribed lists are not as significant as they used to be. The lists are now all buried and very hard to find while navigating the site.
Another thing I noticed is that everyone and his brother does parodies now. I think I was one of the first YouTubers doing music video spoofs. Now it’s like 3 hours after a new music video comes out, there are already 20 parodies on YouTube. It wasn’t like that before, which played to my advantage. Now I’m just another spoof channel, and the one-woman-show thing that used to appeal to people is now not as cool as full-on casts with production crews. I’m a big fan of Key of Awsome myself, so I can totally understand. It just goes to show how YouTube keeps evolving.
I now approach the site with a new perspective. Youtube has become almost too big to think of it as a community anymore. I see it now like each channel has it’s own viewer base and I just focus on creating content for my audience. I have learned that if I am enjoying what I am creating, the majority of my viewers will pick up on that and enjoy watching it. If I push something out just for the sake of putting a video up, it’s going to show. Again, numbers never motivated me to create. But at the same time, my pay is dependent on those numbers. So I try not to think about that. I find that if I just do the videos that make me happy, they will do well enough to continue paying the bills. And I’ll still be able to say I love my job.
Here are some things I do differently now that keep me going:
I only allow myself to read the first page of comments. Usually they are from subscribers and are positive, so they leave me feeling positive about the video when I close out & leave the computer.
I post videos that I know I would enjoy watching. I’m not going to post something just because it tends to my demographic.
I don’t watch as many YouTube videos as I used to. It’s inspiring to watch other tubers do their thing, but watching too much YouTube can be unhealthy. (And talking about it too much can annoy friends and family lol).
I’ve discovered vlogging. I have a different channel (Skydiamondz) where I post vlogs a few times a week of my real life. It’s a nice way for me to make videos that don’t take a hundred hours to make. I shoot it on my iphone, edit for like 10 minutes, and poof it’s uploaded and viewers get a glance into my life without the all the lights and glitter they see in my parodies. It’s a different kind of experience for me.
I’m active on twitter and facebook, it’s a great way to connect with my viewers in a different environment. I can post video-related topics on my facebook page and get instant feedback from them.
The other thing that is important to mention is that I’ve been making videos since I was 8 years old. Making the costumes, experimenting with special effects, the whole shebang. So with or without YouTube- I’d still be doing this on some level. I’m just blessed to now actually have a lot more than 4 people to watch. 🙂
Big thanks to these four… if it’s one thing more impressive than enduring new-age talent it’s the folks willing to share their tips.
So the NextUp YouTube winners are in NYC right now… receiving loads of love from Google/YouTube. It made me happy seeing the next generation of amateurs… and to see that Google/YouTube still encourages them even while commercial content is on the rise on the world’s second-largest search engine.
I was invited to speak to the 25 of ’em, and here’s my presentation. If you were one of the wanna-bees, don’t fret. I asked if they’d be picking a new crop 3 times until I got the answer I wanted to hear… yes.
After I cranked this presentation out, I realized I’d been billed as the marketer. So this deck actually represented only half my time. During the rest I decided to play the role of an amalgamated product director, and I replaced my “Nalts” hat with a blazer. I asked them to pick a product (they said Coke), then I proceeded to explain my goals, hidden agendas, beliefs about YouTube and my understanding about product placement and sponsorship. I couldn’t help but point out that Coke gives out free products on the streets of NYC but no swag to people that have hundreds of thousand views daily. Hmmmm.
I told them I wanted to sell more Coke so I could become Chief Marketing Officer, and that I was mostly concerned with reach, frequency and single-minded proposition. I wanted to leverage emerging media, but I deferred YouTube spending to my media agency. And I wouldn’t know how to begin to tap YouTube creators… frankly I’d be scared they’d harm my brand (as a product director, of course, I wouldn’t realize I could review/approve any sponsored videos).
Lots more detail in my free eBook or Beyond Viral, which you really should just go ahead and buy. And dont find any thpelling erars.
I’ve written plenty about how to become a YouTube star (see free eBook v2 and “Beyond Viral“), but today’s post is the first of a series about the persistence of some top YouTube talent. It’s one thing to break through the clutter and develop a following, but quite another thing to maintain it… the latter takes consistency, adaptability, time, ability to spot trends, endurance, patience, loads of work, and thick skin.
Yesterday I sent a note to about 20 top YouTube stars… focusing mostly on the independent acts who didn’t have a large fan base until YouTube (that excluded offline “real” stars, musicians, and production companies). If you’re interested in my e-mail to them, select “more” below.
The key question I asked them is simply, “what keeps you going.”
Now I’d like to share 3 of the early responses (part 1 of a series), and ask you WillVideoForFood readers the same question in a different way. What do YOU think separates the leading YouTube creators from the rest of us? Is it talent, consistency, interaction with fan base, variety, adaptability, omni-presence? Or is the underlying currency, as Producer Fred Seibert observed to me, “narcissism”? I don’t think Fred meant that word to carry the negative baggage, rather he presented it as a base characteristic of enduring entertainers… it’s what allows them to overcome the many barriers and exert uncompromising effort.
“What keeps me going? Simple, passion!! I am an actress, and I get to cast myself and play whatever role I want. My creativity is not dependent on knowing the right person, being at the right place at the right time, I am in control of my destiny. You have to stay positive and keep the passion that you had when you first started making videos. Being on Youtube is like being in a relationship, you have to put work into maintaining it and keeping your interest. You hit patches where you are like “Uhhhh what video should I do next.” Most of the time I have some crazy idea, but if I have to do something last minute because I have had a busy week, I do it last minute. I am determined to have a new video every Saturday and Sunday, if it means me staying up all night that is what I’ll do! Numbers shouldn’t matter, Youtube is always changing and things will go up and down. You have to do it foryou. At the end of the day, did you like the video? Are you happy with it? That is all that matters!
Thanks for asking! I think the reason is three-fold, and in no particular order. The first reason is that once web video became our primary source of income (and I’m talking almost ALL of our income from 2007-2010), we developed a business model based on fairly consistent content. So our time and energy were all focused on making videos.
The second reason is that we keep having new ideas. We keep coming up with stuff that we want to create. A related reason is that our success isn’t based on one genre. We’ve tried a lot, and a fair amount has worked. The last reason is the fact that there are two of us. We are much less likely to quit because we can motivate one another. Thanks! -Rhett
Hey man!! Hows it going on your end?! Ive been watching your unclenalts videos and I am like “dude, when did the kids get so old!!” insane! (your fam is the original tards! haha). What keeps me going? Yah, you kind of nailed it with your points but I think there are a few reasons that keep me motivated.
I’d say the community plays a HUGE part – just when I get discouraged or frustrated I go back and read the comments and it seems to pop me back in place, you know? I also think about the future and I love the fact that i’ll have these videos/days documented. We’ve been lucky enough to pretty much film Alli and I’s entire relationship (we started like 5 monthsor less after dating) so to have that means a lot to us. Also, I don’t want to say it’s really motivation but the fact that Youtube/Google pays it’s creators keeps me motivated because I can invest all of my time in it and still make a life for myself and my family 🙂 Don’t get me wrong, it’s not easy I know you posted daily (sometimes twice) for a very long time so I know you can relate. I think above all the community is the #1 source of encouragement and motivation for me…. -Charles Trippy
Coming soon: Responses I’ve already received from YouTube’s most-subscribed: WheezyWaiter, Michael Buckley, VenetianPrincess, Hank Green, KipKay, Edbassmaster.
To see my note to these peeps, click more. And don’t forget to comment yourself: what do YOU think it takes?
It’s true that ad units generally decrease on interaction rates as people get used to them. The article cites a .09 percent click thru rate, but I’d say that’s being quite generous. It’s also worth noting that some ads are measured not by clicks but by recall rates (and how they improve as measured by surveys).
The piece does have some nice pointers about making ads look less junky (and, duh, relevant). The more flashy and obnoxious, the more they’re ignored. As Brad Aronson (author of Internet Advertising, Wiley) told me… The best color for an ad is the same color as the website. When an ad looks like editorial it gets more attention.
In my experience reviewing eye-tracker studies there are lots of learnings… And the vast majority of ads are “impressions” that make no impression– they literally are never seen by an eye.
The nice thing about video ads (especially mandatory preroll) is while they’re somewhat intrusive… The recall rates are generally far better.