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YouTube as a Promotional Tool

YouTube is a critical marketing tool for practically any company in any
industry. (Forbes)

DEFINITION OF YOUTUBE
YouTube is a media site that allows users to upload videos of themselves or of their
choosing and to watch those videos that have been uploaded by others. YouTube videos
vary from a parents prideful post of their young child attempting to sing a popular song
to vloggers regular video posts designed to entertain to professors, businesss, and
individuals informational video posts to music videos and everything in between.
This site has no geographic, ethnic, racial, or gender limitations. Its accessible and user
friendly from the layman to the businessman. TechTerms adds:
The slogan of the YouTube website is Broadcast Yourself." This implies the YouTube
service is designed primarily for ordinary people who want to publish videos they
have created. While several companies and organizations also use YouTube to
promote their business, the vast majority of YouTube videos are created and
uploaded by amateurs.

THE ADVANTAGES AND DISADVANTAGES OF YOUR ASSIGNED MEDIA.

ADVANTAGES
While YouTube was started as an independent website in 2005, Google purchased it in 2006.
Thus, YouTube videos will appear in both YouTube and Google search engines, enabling
you to expose your brand or introduce your company and the benefits of your products to
millions of viewers (TechTerms). Additionally, because YouTube is free, you can experiment,
practice, and test various ways of using your creativity to create promotional videos and
monitor how the various segments react to them. Furthermore, per Heba Soffar, a
Telecommunication Engineer at Alexandria University (in Egypt), [YouTube] has an easy
rating and feedback system, and it has Privacy features, safe browsing and quick access to
various videos (Online Sciences).
According to YouTube, themselves, they have
over a billion users - almost one-third of all people on the Internet - and everyday
people watch hundreds of millions of hours on YouTube and generate billions of
views.

Dressel YouTube Research Summary 1

 on mobile alone (not including tablets), reaches more 18-49s in the US than any
TV network - broadcast or cable - and provides a different viewing experience
from TVreferring to the content they can watch, share and shape.
They are localized in 88 countries and can be accessed in 76 different languages,
which covers 95% of the worlds internet population.
YouTube also offers: B-Roll, Videos about YouTube for press.
Soffar also points to not only the ease of using YouTube, but also how easy it is to share;
thus, facilitating a companys ongoing effort to spread their message. One can share videos
in Twitter, Facebook, or send the video through e-mail. He adds:
You can attach invitation links to have your viewers conveniently subscribe as well. You
can also blog about it and then embed the YouTube video on your website. If you own a
website, you can get backlink from YouTube by creating a YouTube profile page and add
your site link to there. If you are making videos related to your articles, you can get quick
PR 8 backlink to that article because YouTube has PR 8.
Anyone who uses any form of social media (including email), will have experience seeing
links to YouTube videos or imbedded YouTube videos.
Another feature YouTube offers is the ability to associate your Google AdWords
account with your YouTube account (your video uploads), which gives people the
opportunity to earn money from their uploaded videos. If you dont already have one, you
can even create a Google AdSense account with your YouTube profile.

DISADVANTAGES
One must remember that YouTube is a public site, meaning anyone can see the videos you
post and likewise, anyone can post anything. With the rapidly growing popularity of
smartphones, people are video recording more events than ever before. TechTerms warns:
While this has created an abundant collection of entertaining videos, it also means that
people should be aware that whatever they do in public might be caught on video. And if
something is recorded on video, it just might end up on YouTube for the whole world to
see.
While this might not seem like something someone who is using YouTube to promote their
brand should worry aboutthey do. Like the positive impressions they hope to spread, just
as quickly, a random video (not even specifically about your product or brand) could just as
easily paint your brand in a negative light. For example: a video that advertently or
inadvertently associates your brand with an undesirable behavior, event, person, language,
etc.
Additionally, you must be careful not to impose on any copyright infringement laws and you
must not infringe upon or invade upon anyones rights under privacy protection laws. Soffar
warns: You must have the original content or have the explicit permission of the person who
did create the content to include it in your video. Likewise, he says, You must own the
copyrights and distribution rights for all audio and video content that you upload
to YouTube. With any noncompliance, your account will be either flagged or disabled and
your AdSense account banned.

Dressel YouTube Research Summary 2

 It is important to understand that you must adhere to YouTubes vast number of rules and
regulations if you hope to keep your account in good standing. Unfortunately, due to some
of their rules, you will find you are somewhat restricted in your ability to optimize and design
your page. Finally, Saffar points out one last rule: YouTube Partners must not direct the
users attention to the ads via the arrows or other graphical gimmicks, And They must not
place the misleading images alongside the individual ad. Before attempting to use YouTube
as a platform of any kind, I would highly recommend that you review all the rules and
regulations.

HOW EFFECTIVE YOUTUBE IS IN EACH OF THE AREAS OF THE AIDA MODEL

There are many in the marketing field that believe that AIDA is most easily applied within social
media forums. One of these is Sarah Green who wrote the article Attention, Interest, Desire,
Action: Using AIDA for Social Media, wherein she noted: unlike most traditional methods, social
media seem to be a space where all the stages of the process can be naturally integrated.
According to Devumi Marketing Specialist, Chris Desadoy, In 2016, YouTube and Periscope will
have exceptional value for marketers looking to grow their audience and grow a pipeline of
interested prospective customers. Getting YouTube views will become increasingly important, and
having a multi-channel marketing campaign will be critical for your business success.
AWARENESS:
Just by being present on YouTube, companies are able to create awareness of themselves or
their brand. In the MarketingProfs article, Attention, Interest, Desire, Action: Using AIDA for
Social Media, Sarah Green, elaborates on this point: Considering those networks' potential to
reach worldwide audiences, even small businesses can gain some (free) attention.
In an online Forbes article titled, 3 Reasons Why You Should Be Marketing on YouTube And
Periscope, Aj Agrawal explains how easy it is to connect and engage customers:
This all begins with recognition of authority. YouTube is the second biggest search
engine online, which offers businesses a gigantic platform to gain viewers. Users arent
satisfied by physical ads or static marketing anymore. They want interactive, aesthetic,
engaging material. Uploading video content, which contains your businesses views and
ideas, provides the aura of expertise and authority. By uploading videos with tips and
strategies, businesses can not only get attention but also provide help and value to
customers, which will build respect.
INTEREST:
Citing the research of Bishnu Gurung (Kemi-Tornio University of Applied Sciences), who
demonstrated how the AIDA model can be applied to social networking, Sarah Green articulates:
To shift to the other three stages, a company needs to optimize its content strategy based
on the target audience's interests and characteristics. The interest generally is accomplished
by encouraging users to take an active participation in the online community, where the
company shares engaging industry-related content.
Further, people actually like to watch videos! It takes no effort and, when done right, they can be
quite entertaining. However, due to an astonishing amount of content available at consumers
fingertips, the Internet has become incredibly competitive, making it more difficult to attract an
audience. Aj Agrawal warns: Creating content and ads that engage and attract viewers has an

Dressel YouTube Research Summary 3

 entirely new meaning than it once did. He believes that this challenge will amount to innovative
forms of marketing. This has already begun with virtual reality headsets and apps.
YouTube is trying to help people produce enticing and engaging content. The Engineering and
Developers Blog offers a plethora of helpful articles. Additionally, YouTube has several tools
designed specifically to help optimize and enhance users creations.
DESIRE:
According to Sarah Green, desire is aroused through regular communication and engagement
as well as through posts that give information about the product or service.
People today share videos as a way to connect with others. And, likewise, videos enable
companies to connect with their market in a way that goes way beyond what traditional
marketing can. Videos create a more personal and real connection between companies and
viewers. Aj Agrawal, of Forbes, believes that engagement is key for the success of your
marketing campaign; and, videos offer multiple layers of engagement.
Viewers have the opportunity to leave feedback and comments to videos, which in turn
enables companies to respond directly to their viewers comments, post questions, and
opinions, as well enabling other viewers to engage in conversation with each other
creating more of a community-feel to the marketing event.
Agrawal believes that By answering questions, companies are able to further establish
themselves as experts. He goes on to say, This will have a remarkable impact on
branding because new viewers will be able to see and read the back and forth
communication between the business and other viewers. Additionally, he adds, This
humanizes the business, and makes them appear as approachable, professional, and
helpful.
This communication is extremely impactful because it helps to form a degree of trust and
connection with the market, which is crucial to moving viewers from this stage into all
the others.

ACTION:
Finally, the last stage involves posting direct invites with call-to-actions, such as "try our new
product" or "subscribe to our newsletter."
By using the AIDA model, businesses using YouTube can develop an effective action plan, focusing
on very specific goals for each stage.

AUDIENCE, MESSAGE/GOALS (INFORMING, PERSUADING, REMINDING AND

CONNECTING) YOUTUBE IS BEST AT REACHING AND CONVEYING
The unique thing about YouTube is its ability to reach ALL kinds of audiences and send ALL kinds of
messages. While it can equally inform, persuade, remind, and connect, it is limited by its
requirement of an online audience. But, because YouTube spans the globe and is offered in many
languages, ones target internet audience is virtually limitless.

BASED ON THE INFORMATION PROVIDED ABOUT THE TARGET MARKETS FOR THE
WESTERN MARKETING PROGRAM

Dressel YouTube Research Summary 4

 TARGET MARKETS YOUTUBE WOULD EFFECTIVELY REACH
Any of the segments outlined as targets for the Western Technical College Marketing
Program could effectively be reached as all of them frequent the internet, specifically
YouTube.
AN EFFECTIVE TYPE OF MESSAGE/GOAL
First, WTCs Marketing Program will need to have firmly and narrowly defined their target
segment AND what types of influencer personas this segment has. In doing so, it will be
much easier to understand what kind of awareness would best benefit their promotion
efforts. Only then can the marketing program begin to create goals for their YouTube
channel. Once the goals have been established, the creatives can begin putting together the
type of message (video) that will be seen, watched, and will result in increased enrollment.
AN EXAMPLE OF HOW ONE MIGHT USE YOUTUBE TO REACH ONE OF THE
TARGET MARKETS.
The goal should be to define a space in the mind of the customer something that your
customer thinks of and associates with your product. (launch p 193)
WTCs Marketing Programs goal should be to acquire engagement with a specific sub-set of
their target audience (such as the non-traditional student). This should be near the start of
their process in becoming or thinking about becoming students.

WHAT I LEARNED THAT SURPRISED ME ABOUT THIS YOUTUBE

I was surprised by the depth and scope of YouTubes analytics; I assumed one could only know basic
hits. While YouTube provides a videos hits or views at the touch of a button, it is significantly
more complicated to understand exactly who is it that has clicked on your video, how long they
were engaged in watching your video, or even if this exposure has resulted in any further exploration
of your service or product. Nonetheless, a website by the name of Distilled offers a Metrics to
Measure YouTube Marketing article that helps explain how companies can measure engaged views
within their target demographic.

THE BIGGEST MISCONCEPTION?

Perhaps the biggest misconception is that YouTube is only for amateur video uploading, whose sole
purpose is to entertain. While YouTube definitely has the power to entertain, it is because of this
very characteristic that companies are able to grab viewers attentionoften without their conscious
awareness that what they are watching is an advertisement.

AN EXAMPLE OF USING YOUTUBE FOR PROMOTION

Below you will find an exceptional example of how a company can use YouTube to spread brand
awareness. If you look, this particular video, an ad for Thai Life Insurance, has had 29,120,927 views!
"Unsung Hero" (Official HD) : TVC Thai Life Insurance 2014 : 2557;
thailifechannel
Subscribers: 61,199; Views: 29,120,927
https://youtu.be/uaWA2GbcnJU?list=FLz6e9CdAKEgUBZiefBOVZFg

Dressel YouTube Research Summary 5

 Works Cited
Agrawal, Aj. 3 Reasons Why You Should Be Marketing on YouTube And Periscope. CMO
Network. Forbes. 3 Jan, 2016. Web. 2 Feb, 2017.
[http://www.forbes.com/sites/ajagrawal/2016/01/03/3-reasons-why-you-should-be-
marketing-on-youtube-and-periscope/#f72ee8868d0e]

Christensson, Per. "YouTube Definition." TechTerms. Sharpened Productions, 07 October 2009.

Web. 04 February 2017. <https://techterms.com/definition/youtube>.

Green, Sarah. Attention, Interest, Desire, Action: Using AIDA for Social Media.
MarketingProfs. MarketingProfs, LLC. 10 April, 2015. Web. 1 Feb, 2017.
[http://www.marketingprofs.com/opinions/2015/27431/attention-interest-desire-action-
using-aida-for-social-media]

Launch! Advertising and Promotion in Real Time. saylor.org/books. pdf

https://www.saylor.org/site/textbooks/Launch!%20Advertising%20and%20Promotion%
20in%20Real%20Time.pdf

Nottingham, Phil. Metrics to Measure YouTube Marketing Resources. Distilled. 20 Feb, 2014.
Web. 3 Feb, 2017.

Soffar, Heba. What are the advantages and disadvantages of using YouTube? Technology.
Science online. Published June 9, 2015. Updated Sept 3, 2016. Web.
(from B.Sc. Project: Wave propagation in Random and Deterministic Media)
[http://www.online-sciences.com/technology/what-are-the-advantages-and-
disadvantages-of-using-youtube/]

Dressel YouTube Research Summary 6