Oct 30 – Nov 6: LeBron Gets Real, & YouTube Reveals Insights for Brands

1. LeBron, Samsung, and One Authentic Piece of Content

We talk a lot about creating authentic, engaging content for the YouTube audience. Too often, brand’s make the mistake of simply uploading a 30 second TV ad to their channel, when fans are clearly yearning for something more.  Last week, though, Samsung Mobile found the perfect tone to connect with fans and give them something meaningful – in this case a video that gives an up close and personal look behind the life of LeBron James as he prepares for another NBA season. Adweek highlighted the great week for Samsung and the NBA more generally:

“Last week, a heartfelt, authentic-feeling look at James’ home life, all part of a two-minute Samsung Mobile spot, blew up on YouTube and generated more than 8 million views…”


2. Official YouTube Insights: Engage Your Fans, Not Just Viewers

YouTube published its “Insights” issue for October ’13, and the stats they provide tell a compelling story about the importance of brands engaging their fans. The entire rundown is well worth your time, but here are a few key take aways:

“Viewers sit back. Fans lean forward. Viewers consume. Fans contribute. Viewers move on to the  next thing. Fans share, comment, create. YouTube wasn’t built for fans. It was built BY fans. Share  in fans’ passions and be an active part of the communities that matter most to your audience.

…How do brands like Pepsi succeed on YouTube? By creating content that doesn’t feel like an ad and by taking advantage of the creative freedom afforded by YouTube to tell more immersive stories. Tell beautiful stories that your audience will choose to watch and they’ll remember your brand.”


3.  YouTube Music Awards: “Chaos You’ll Never See on TV”

November 3rd, 2013 marked the first ever YouTube Music Awards, and as predicted by the show’s director Spike Jones, it was a bit of a mess – but in an awesome, unpredictable kind of way. While the overall reviews of the show itself are certainly mixed, there seems to be a consensus forming around the spirit of the awards and why YouTube deserves credit for trying something bold and different.  First, from Techcrunch:

“…But if YouTube can do this well already, the TV networks have something to worry about. Google doesn’t demand perfection, it demands progress,  and the YouTube Music Awards made television look dated.”

Then, the New York Times looks forward to next year:

“This was a show of essentially no importance, but also one that effectively embraced the values of the post-hierarchical creative ecosystem of the Internet: a theoretically equal playing field, risk taking, resilience in the face of failure, evanescence.

…But like any number of artists with a webcam, a dream and a bit of hubris, YouTube was entitled to screw up in full view of everyone. And after this bizarre but comforting experiment, it’s earned the right to try again next year.”

4.  Survey: YouTube Tops Facebook as Favorite Site for Teens

After Facebook recently admitted that it is seeing some decrease in usage by teens, an annal survey by The Future Company sheds some light on where those teens might be heading. Mashable provides an early look at the data:

“The most popular site among all teens now is YouTube, according to the report. Fifty percent of teens surveyed cited YouTube as their favorite site versus 45.2% for Facebook.”


5.  New Ad Revenue Percentages For All, With A Bonus

Starting next year, YouTube will be treating all of its partners the same when it comes to ad revenue sharing. While some of the bigger partners, like TV networks, may have gotten sweetened deals in years past, that will no longer be the case, as all partners, regardless of quality, will get the flat rate of 55% of ad revenue share. But, ReelSEO breaks down an important upside to the new terms that creates a great new opportunity for the bigger players:

“However, in a radical change by the site, YouTube are allowing advertising companies to keep the profits from sales made above the site’s standard rate meaning that 100% of revenue earned above the cap set by YouTube will go straight to the content owner.

…As YouTube changes the structure of their advertising package, the burden of responsibility for generating revenue falls back on the partners. However, that also opens up a massive earning opportunity for them as they are now able to sell as much as they can with YouTube capping the limit they will take.”


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