How to Increase YouTube Video Views in 3 Easy Steps

December 10, 2014

By Serena Ehrlich, Director of Social and Evolving Media, Business Wire

Earlier this month I attended a Digital Hollywood panel devoted to building audiences and awareness on YouTube.

This is a very common topic here in Los Angeles.  With film making, celebrities and the history of Hollywood permeating every corner of the city, we were the first region to truly embrace YouTube for what the platform could be – a way to entertain, educate, delight and shock audiences with amazing visual content.

So if this is a common topic, something Hollywood content creators and the marketers they work with should know inherently, why is it still on the Digital Hollywood agenda?  Because no matter how great your content is, it means nothing if your content is not seen.

Almost the entire panel discussion, fueled by questions from the audience, focused on how to generate views of the variety of videos being uploaded every single day.  There are hundreds of thousands of beautifully shot, high quality videos on YouTube that no one has ever seen. Why is that?  Because the concept of if you place it here, the audience will come is antiquated and completely misleading, even for producers creating content featuring famous celebrities.  The simple truth still stands, there is no such thing as great content, only seen content.

YouTube Image

So how do YouTube video stars get their visibility?  What makes one video go viral, while another video fails?  Just like every other marketing and communications program, video programs need to be supported with paid, earned, owned and shared marketing programming.

In this session, the three top ways to ensure views of your YouTube videos are:

  1. Create relevant content – This may seem obvious but there are still a huge number of marketers creating aspirational content, or content meant to activate new fans, versus content meant to create actual audiences. In reality, content should be made for every touch point in the customer journey, but if you are on a limited budget or time, focus on creating content for the most active of your prospects and customers.  Create content that these existing brand fans will enjoy and share with their friends and reap not only views of evangelism.
  2. Tag your content for search – When it comes to placing your content on YouTube, the description and keywords you use are just as important as the content itself. Utilize titles and descriptions to entice audiences to view your video.  Include relevant keywords and well as real-time keywords, and while you don’t want to use an incorrect headline, writing a compelling, interesting headline will increase views dramatically.
  3. Pay to promote your video – If you spent money to create content, you have to use money to promote it. Videos should be promoted via earned, paid, owned and through partnerships. Smart brands are increasing impact of their content by increasing potential audiences.
    1. Paid promotion: To promote your YouTube videos there are two successful kinds of paid promotion that you can do.  First, consider paid advertising across active social channels and via Google AdWords to help relevant audiences find you via search and social.  Secondly, issue a press release to alert media outlets, bloggers and more that your video or video channels exist.  Include a short summary of the types of content you include and, if possible, frequency of updates, to generate views
    2. Earned outreach: Don’t forget to alert your PR contacts of your new content marketing program.  Media outlets are always looking for visual content to accompany industry pieces; let them know your channel may contain the content relevant to their readers.
    3. Owned channels: You have to tell people about your video; how else will they know your program exists? Promote your new YouTube content on your website, social channels, email signatures and intranets to increase views and shares of your content.
    4. Initiate partnerships: The single fastest way to increase the views of your YouTube videos is to ask likeminded, more famous YouTube personalities to share it for you. Yes, this may require an exchange of money but it works.

Leading marketers know that video is one of the top tools in today’s marketing arsenal. Not only are desktop and mobile video consumption rates through the roof, the medium is so impactful that within seconds it can build, and deepen the relationships between a brand and its customer. But first you have to distribute it.

What other ways are you finding success in promoting video content?  Please let us know in the comments below.


The future of PR: Adding Interactive Assets to Press Releases

December 5, 2014

Last month, Serena Ehrlich, Business Wire’s director of social and evolving media, authored a piece outlining the importance of increasing user engagement for increasing the effectiveness of press releases, and how to accomplish that. As more and more content continues to flood the internet, marketers who take a different approach to employing assets are seeing a much higher overall return on investment when it comes to interest in their press releases.

In 2015, look for PR professionals and reporters alike to begin using interactive assets to round out coverage. With more than 65% of the world professing to be kinetic learners, text only press releases and flat images no longer keep the reader’s attention.

To learn more about the rising increase of interactive assets in press releases, how to do it and why, click here:  http://www.commpro.biz/public-relations/time-get-serious-creating-effective-press-releases/

 


How PR Pros Create News Content That Generates Action

November 28, 2014

“Think like a movie producer”

Every day, PR professionals utilize storytelling to engage key audiences. In this piece, Phil Dennison, senior marketing specialist at Business Wire, discusses the ways PR professionals can strengthen their storytelling prowess by thinking like a movie producer.

These tips include:

  • Build suspense and create anxiety
  • Foster aspirations
  • Drive empathy
  • Harness emotion

Learn more about implementing creative thinking by reading the entire piece here: https://www.linkedin.com/pulse/article/20140924163737-475352-think-like-a-movie-producer-create-content-that-spurs-inspiration?trk=prof-post


How to Successfully Measure Your 2014 PR Programs

November 15, 2014

The value of public relations is on the rise, and we could not be more pleased.  In the past 5 years, the metrics for public relations programs have been based on a wide range of factors, like SEO (which is actually a marketing/technology role), that are completely unrelated to the mission of PR.

In this piece, Serena Ehrlich breaks down 11 metrics successful public relations professionals will use to not only measure the success of their PR programs, but to ensure larger budgets in 2015.

 


6 Steps to Ensure Media Outlets See Your Holiday Press Release

November 7, 2014

Yes, it is early November, and yes, it is the holiday season for most PR professionals.  While it may be too late to secure coverage in long lead publications, there are still numerous coverage opportunities in newspapers, short lead publications, and of course, online media outlets.

In this piece, we look at the six steps to consider when issuing your holiday press release.  Did you know that November 9 is the big press release kick-off day for holiday news?  Or that if you use Business Wire to distribute your holiday news, we include it for free in our holiday Hot Topics packages for media?

Click here to learn everything you need to know about increasing the impact of your holiday news story:  http://www.mediapost.com/publications/article/236550/maximize-your-holiday-pr.html


The Rise of Predictive Scanning: PR Isn’t Dead, It’s Poised for a Comeback

October 30, 2014

By Neelima Yelamanchili, Business Wire DC

Cutting Through The ClutterHow people want to interact with a brand has changed. For brand and content communicators, timing the message delivery can play a crucial role in enhancing perceptions and encouraging favorable behavior change.

Citing data that audiences are bombarded with 5,000 messages a day, Adele Cehrs, CEO, Epic PR Group, explained that when they are faced with so much information, important details are likely to be missed or simply forgotten. The challenge for the communicator is to break through this information clutter and pinpoint and highlight for their audience what is most important.

- 62% say social media has no influence on buying
– 91% rely on word of mouth for brand recommendations
– Just 2.7% of people are willing to recommend a brand across their social media channels for fear of being negatively associated with a brand

To ensure their message reaches through this clutter, Cehrs recommended today’s communicators focus less on engagement metrics and focus more on timing – specifically when there’s a spike in the conversation around a particular topic or issue. SPIKE is defined as “a sudden, point of interest that kick-starts exposure good or bad.” To increase the impact of the news, Cehrs recommends communicators focus on outreach during the spike, “when the messages will be most important to the audience.”

How can you monitor for a SPIKE? Perhaps a particular topic is trending on social media that relates to your brand or industry. Consider that a spike. Perhaps there is new legislation or some issues-focused topic that is prevalent in the news that relates to your message. Again, use that SPIKE.

And while bad news might be a popular cause of SPIKES, don’t automatically assume that’s a bad thing. If handled tactfully, you can make positive waves for your brand in the wake of a competitor’s missteps.

Other ways to monitor for spikes include:
– Competitor wins
– Contrary opinions, from e.g. bloggers, pundits, etc.
– Previous industry/company issues
– Trends in the news cycle

Using social media
Trying to internally sell the importance of social media to your C-suite or executives who distrust social platforms or believe it can be done successfully for free? First, make them understand that there is no such thing as free social media. It’s unrealistic to dedicate around-the-clock staff to monitor social media. Having a team prepared to monitor for the SPIKE and take necessary real-time marketing actions is a more effective use of resources. This is especially true with social media responses being an immediate avenue to connect with audiences.

Be prepared to strike at the SPIKE– you’re likely to get better results, increase your ROI, and might just earn respect from the C-suite!


Communications Week Recap: The Role of Paid, Earned and Owned in Public Relations

October 24, 2014

By Joe Curro, Media Relations Specialist, Business Wire

This past Monday, Business Wire’s New York team was proud to partner with Communications Week 2014 for our State of the Union: Living in Times of Media Disruption breakfast panel.  Attendees joined us at Thomson Reuters’ beautiful conference space overlooking Times Square to hear from an elite panel of communications professionals: Chanel Cathey (Director of Corporate Communications, Viacom), Ben Trounson (Director of North American Communications, Tata Consultancy Services), Jordan Fischler (SVP Technology and Digital Media, Allison+Partners), Nelson Freitas (Chief Strategy Officer, Wunderman), and our moderator, Steve Rubel (Chief Content Strategist, Edelman).

Panelist 1

(Panelists left to right: Chanel Cathey, Nelson Freitas, Jordan Fischler, Steve Rubel, Ben Trounson)

Built as an active and lively conversation between the participants, the event provided insight into a wide range of topics from the balance between owned, earned, and paid media, to navigating the opportunities and pitfalls of real-time communications, to the questions on the horizon that we’ll all be talking about in the coming months.

Here are a few of the insights that were shared:

Rethinking measurement?
The volume of available measurement data is overwhelming.  How do communications teams make good decisions based on the available data?  How do you decide what data is relevant?  The goal of your data collection should not be the quantity of information gathered, and decisions should not be made on numbers in a vacuum.  The data you collect may be the response to a question, but it’s not the end of the conversation.  Talk about your findings, use the data to inform how you interact with your influencers, and keep them engaged and giving their feedback.

Risks of paid content?
There is an eternal danger to relying on paid content – of damaging the trust you’ve established with your consumers – so how do brands make the most of this amplification option?  By always staying active in the communities that are discussing the brand.  Paid content, for all its dangers, allows for a greater degree of control.  The more control you have over your message, the more responsive you can be to anything unexpected.

Managing the flood of content?
Consumers are bombarded by a constant flow of content.  We have access to immeasurably more content than we’ll ever be able to consume.  So how do brands compete for valuable attention?  By being a curator of its own content, a brand can keep conversations on topic.  Engage with your audiences, and commit to creating original content of your own.

Real-time responses?
Perhaps one of the most terrifying prospects to communicators is the real-time fumble.  With great risk comes great reward, right?  But while the successes are some of the industry’s holy grails (Oreo in the dark, Arby’s and the hat, etc.), the failures can make anyone shy away from the very idea.  So what’s the answer?  Trust and an honest voice.  Traditional publications are competing with individual creators for the public’s attention, but your brand can empower its own creators with solid and responsible training, multiple voices participating, and open lines of communication between all parts of the team.

Panelist 2(Panelists left to right: Nelson Freitas, Jordan Fischler, Ben Trounson, Chanel Cathey, Steve Rubel)

As you can see from the above, the answers to the questions on communicators’ minds are increasingly interrelated – useful data leads to relevant content leads to managing your voice leads to learning from an engaged audience.  With the goal of activating and influencing audience behavior, this feedback loop supports an increasing trend towards more innovation and more connection between creators and consumers.

Ease of content creation, enhancements and new tools for targeted distribution are on the rise.  Available reaction times are falling, and smaller teams are being tasked with greater and greater responsibilities.  Each of our amazing panelists touched on solutions for the future.  The ultimate answer, as our Moderator Steve Rubel said, is making “constellations – not just putting stars in the sky, but connecting them.”  When all parts of the communications team are working together toward a clear goal, the combined whole is greater than the sum of its parts.

Panelist 3(Moderator, Steve Rubel, Chief Content Strategist, Edelman)

Photo credits: Ingrid Ramos/Triangle Below Canal


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