Why You Don’t Need More YouTube Subscribers

Google is filled with suggestions from experts on how to get more YouTube subscribers. But sometimes getting more is a waste of time.

YouTube subscribers
© 2017 Scott Bateman

Google is filled with suggestions from experts on how to get more YouTube subscribers. But sometimes getting more is a waste of time.

Increasing the number of subscribers is usually a benefit for YouTube publishers. Subscribers offer a chance at more easily getting repeat visitors because of notifications about a new video. It’s just like Facebook page likes who get a notification about a new post.

But a publisher doesn’t need to get more YouTube subscribers if the channel topic has short-term value. A subscriber may not have a reason to come back. Continue reading “Why You Don’t Need More YouTube Subscribers”

YouTube Retention Rate Thrives on Simple Tips

The audience retention rate for a YouTube channel relies on just a few basic methods for engaging viewers.

YouTube logoThe audience retention rate for a YouTube channel relies on just a few basic methods for engaging viewers.

In the YouTube Creator Studio, click on Analytics on the left side and Audience Retention about halfway down.

The report will show the average view duration in minutes and seconds. It also will show the percentage of time that viewers spend with the videos in a channel. The report breaks down the view time and percentage viewed for each individual video and averages them for a channel total.

Continue reading “YouTube Retention Rate Thrives on Simple Tips”

YouTube Monetized Playbacks Grow with Quality

The estimated monetized playbacks on YouTube have much more to do with video quality than quantity.

YouTube logoThe estimated monetized playbacks on YouTube have much more to do with video quality than quantity.

Publishers on the planet’s second largest search engine are not allowed to reveal how much they make, their video CPMs or other account data.

But direct experience and postings by some publishers create a clear picture about increasing the monetization rates on the site. Continue reading “YouTube Monetized Playbacks Grow with Quality”

Is YouTube SEO Worth the Effort?

Using YouTube to promote a related Web site is often a good use of time. Using YouTube strictly for building that site’s SEO is not.

Using YouTube to promote a related Web site is often a good use of time. Using YouTube strictly for building that site’s SEO is not.

For many years, YouTube publishers could add a link in the description that displays underneath the video, and the link would be do follow. A do follow link means that the landing page on the receiving end of the link receives benefit from search engines.

Google turned those links into no follow as part of a wide effort to eliminate “unnatural” link building.

The end result is videos with no follow links that provide sites with traffic if people click on the links. Otherwise, the receiving site no longer received any SEO benefit.

Some experts argue that it’s OK to have some no follow links because a site’s link profile should not consist only of do follow links. The search engines will become suspicious that the site is creating unnatural backlinking and may penalize it.

From that point of view, maintaining a no follow link in the video description remains a good thing.

So instead of focusing on a link for YouTube SEO, why not focus on maximizing the presence of links to generate more clicks?

Continue reading “Is YouTube SEO Worth the Effort?”

Online Video Strategy Can Boost Business or Weaken It

Businesses that develop an online video strategy will find that selectively developing videos will likely deliver a good return on investment.

Video iconBusinesses that develop an online video strategy will find that selectively developing videos will likely deliver a good return on investment.

Selectively developing videos means choosing the right topics, investing an appropriate amount of resources in the production of them and ensuring their widest possible distribution.

Unfortunately, some businesses take a different approach and end up spending a lot more than they get back. Continue reading “Online Video Strategy Can Boost Business or Weaken It”

Local Video Has Narrow Viewership

Media executives believe that they need to throw major resources into video on their local TV and newspaper sites.

They cite studies such as one from Pew Internet and American Life Project, which says that moe than half of all adult Web users have viewed video on sites like YouTube, Facebook and Google+.

Unfortunately, local video draws relatively few eyeballs, no matter how much it is promoted. Continue reading “Local Video Has Narrow Viewership”

Local Online Video Sales

An online sales manager sent a note asking about getting started in online video sales. The quick answer is, start small.

A previous post pointed out the limited viewership at this time with local online videos. It is important to establish a foothold in video by producing some clips, learning the technology and gaining insight into the audience. But the great majority of video viewership is on national sites such as YouTube, while much smaller viewership is on local media sites.

A local site that is regularly getting more than 100,000 views a month is probably an exception right now. A more common amount of traffic might be in the tens of thousands. Many sites are likely generating less than 10,000 views a month if they are doing video at all.

At a $30 cost per thousand video views (video commands a higher cpm because it is a captive audience), the inventory on a site with 20,000 views a month is worth $600. In contrast, page view inventory is worth $150,000 a month on a site with 5 million PVs a month (5M/1,000 x $10 cpm x three ads per page). In addition, video has a high production cost because it is labor intensive.

A good starting point for sales is just one or two video sponsorships that include the preroll (the ad at the beginning of the video, usually less than 10 seconds long) and a banner position on the pages that display the videos for the sake of added value.

But there is a better answer. Consider starting with a video version of Top Jobs, which is an upsell of employment liner ads into a video format. It has successfully rolled out at quite a few newspapers, has decent advertiser acceptance and can quickly generate six figures of revenue in metro markets. The profit and revenue from this product can finance the growth of video in other areas of the operation.