YouTube Best Practices - News U
27
YouTube Best Practices 3:30 p.m. #GoogleDay
Transcript of YouTube Best Practices - News U
YouTube Best Practices 3:30 p.m.
#GoogleDay
Today’s Presenter Nicholas Whitaker Media Outreach Lead, Google ● Trainer of journalists around the
world on Google’s tools for newsgathering
● Former adjunct professor of video production and media studies
● Photo, video and web producer for government, corporate, advocacy, and news media for over a decade
Today’s Agenda
● Overview: YouTube ● Strategies for news ● Best practices
Reach a Worldwide Audience Interested in News
of searches on YouTube are News related2
1 billion unique users per month
80% of viewers outside the U.S.
Reach more 18-34 year olds than any cable network1
1. Nielsen, http://www.youtube.com/yt/press/statistics.html 2. PewResearch, http://www.journalism.org/2012/07/16/youtube-news/
1/3
Two years ago 6% of YT’s traffic was on mobile, now it’s 40%.
500M+ Mobile Phones
350M+ App downloads iOS
100M+ Smart TVs
40% Watch Time is Mobile
Google Confidential and Proprietary
Over 5,000 news partners around the world
Build a Home News Formats that Work Upload: Search & Discovery Promote & Retain Viewership Measure Your Success
YouTube for Journalists: Lifecycle of a News Video On YouTube
YouTube for Journalists: Create a Home
YouTube for Journalists: Create and Package News Formats that work
The news pieces that are most successful at finding that global audience are:
Shareable, Emotional, Topical, and
Broadly Appealing
YouTube for Journalists: Create and Package News Formats That Work
Band of Brothers
YouTube for Journalists: Create and Package News Formats that work
Daily roundup = 30-60 seconds to a few minutes highlighting the day in news. Allows users to get the news they want in a digestible form Remember mobile viewership representing 40% of all views.
YouTube for Journalists: Create and Package News Formats that work
A long format documentary is an example of an
evergreen piece of content that will never expire and that audiences can explore
on your channel.
Wendy Davis filibuster livestream went viral with 200k peak
concurrent views, and 1.5M views after the fact
YouTube for Journalists: Create and Package News Formats that work
Channel 5’s Ukraine protest footage gained 200k concurrent views after the government cut their TV broadcast.
YouTube for Journalists: Search and Discovery - Metadata
• Videos rank higher if they pertain to a trending current event
• Focus on publishing your breaking
story with great metadata and off YouTube promotion
YouTube for Journalists: Search and Discovery - Recency
• YouTube’s recommendation algorithm chooses videos that will kick off binge watching
• WNYC strings together videos in a playlist to increase user watch time
YouTube for Journalists: Search and Discovery - Watchtime
Engaging with your audience = increase in:
View-count
Likes Shares
Subscribes Comments
YouTube for Journalists: Search and Discovery: User Generated Data
• Focus on converting a viewer to a subscriber.
• Use annotations and a call-to-action to drive subscribers.
• Leverage social media to promote your videos.
YouTube for Journalists: Promote & Retain
YouTube for Journalists: Measure Your Success - YouTube Analytics
Overlay
Revenue: Ad Formats
In-stream
YouTube for Journalists: Create and Package News Formats that work
YouTube for Journalists: Tools: YouTube Trends Dashboard
Summary ● Overview: YouTube ● Strategies for news ● Best practices
Nicholas Whitaker [email protected] +NicholasWhitaker
@nickdigital
Questions? Fire Away! Use the special Q&A pod to submit
questions ▪ Questions are not posted to the public
The Digital Tools Catalog New tools for new and better journalism
▪poy.nu/digitool ▪17 free digital tool Webinars, including:
▪Chartbeat ▪Videolicious ▪RebelMouse ▪Import.io ▪TimelineJS, SoundCiteJS, StoryMapJS ▪And more
Broadcast Replay Registration gives you
access to the replay ▪ Available two days
after the Broadcast ▪ Access it anytime
Thank You for Attending Remember to visit Poynter’s NewsU
www.newsu.org Journalism Training.
Anytime. Anywhere. For Anybody.
