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Video Marketing
In 2017 video accounted for 69% of all consumer internet
traffic, according to Cisco and Video-on-demand traffic alone
will have almost trebled.
In 2015 Nielsen claims 64% of marketers expect video to
dominate their strategies in the near future. It's not difficult to
see why.
On average, close to 80% of us will click on an embedded video
on a website (although retention rates vary)
Is Video Marketing just for big businesses?
No – production costs and animation tools have made it easier than
ever to add video content to your website.
YouTube Statistics
More than 1 billion unique users visit YouTube each month
Over 6 billion hours of video are watched each month on
YouTube—that's almost an hour for every person on Earth, and
50% more than last year
100 hours of video are uploaded to YouTube every minute
YouTube is also classified as a search engine- making it the second
biggest search engine in the world
Before we examine YouTube more closely, we will firstly look at
digital video
https://www.thinkwithgoogle.com/advertising-channels/video/video-purchase-funnel/?utm_source=promotion&utm_medium=email&utm_campaign=2019-02-
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Google Video stats
Digital Video has revolutionised film making at industry and amateur levels
It has had a massive impact on society, becoming part of every day life with YouTube, Twitter and Mobile Phone cameras allowing users to capture and share moments with the rest of the world.
Understanding Digital Video and developing film-making and editing skills can be useful for Creating training videos
Recording Presentations
Adding video content to your business website
Creating your own advertisements
Having fun!
Why Digital Video?
Analogue Video
There are two types of video format- Analogue and Digital
Analogue video such as a VHS tape or non-digital television is delivered by a constant stream of video that could be represented by a series of waves that are always changing to give a different picture or sound.
Illustration 1 - Analogue wave form
Digital Video
Digital video works in a different way in that the
image and audio are delivered by the use of binary
code which essentially a series of 1s and 0s.
A bit can have 2 states= 1 or 0
A byte, is made up of 8 bits and each bit can either be 1 or
0
E.g. The byte-1100001 represents the character ‘a’
Data including the alphabet, numbers, colours and other
info can be assigned a value in the binary system
Ref: http://calc.50x.eu/
Digital Video -Data
Combinations of 1s and 0s represent
characters, colours, pixels and other
information which can be transmitted via USB,
Bluetooth, Wireless, Fixed Line, Satellite etc.
Computers can understand this code and then
software can be used to manipulate the data.
A kilobyte (kb) represents 1,024 bytes
A megabyte (mb) represents 1,024 kilobytes
A gigabyte (gb) represents 1,024 megabytes
A terabyte (tb) represents 1,024 gigabytes
Analogue v Digital
Digital Video allows for greater numbers of pixels
to be transmitted, therefore is higher quality and
more defined
The quality of Digital Video is unaffected by the
number of times it is played, whereas Analogue
video deteriorates with time and repeated plays.
E.g. Old VHS tapes wear every time they are
used
Digital Video also has the advantage in that it can
be transferred and edited more easily than Film
cameras.
Frame Rates
You may have noticed when you view different digital video that some of the files seem to flicker or jump.
A frame is essentially a photograph and video is effectively a series of photographs or frames that are shown to you in quick succession.
The difference in quality is because the number of frames you see per second (frames per second - fps)
Frame Rates
Normally anywhere between 24 fps and 30 fps will capture a
scene without any flickers or slow motion.
Sports Events or Action Films where there is a lot of
movement require the cameras to capture more frames per
second to improve the quality. Usually 60 fps
When preparing video for the Internet, sometimes editors
deliberately remove frames to reduce the file size and
therefore make it both faster to upload and watch.
Frame Size and Aspect Ratio
Standard frame sizes can range from High Definition: 1920 x 1080
Full Quality: 720 x 576
CD Rom Quality: 340 x 240
Phone Quality: 176 x 132
Each of these types is proportionate at a ratio for every 4 pixels in width, there will be 3 pixels of height. Hence this format is known as 4:3
Another format is 16:9, which is for every 16 pixels in width, there will be 9 pixels of height.
This produces a letterbox type display or widescreen which gives more panoramic views of the action
Progressive v Interlaced
As you can imagine, digital video uses up a lot of data and file sizes therefore tend to be big
One method of reducing the file size of content is to interlace the video – in other words only show half the lines of a frame at any one time as the human eye won’t notice the difference
Create a Youtube account
On PC
Go to youtube.com.
In the top right, click Sign in.
Click More options > Create Account.
On Android or I phone go to link below to learn how to set up
account.
https://support.google.com/youtube/answer/161805?co=G
ENIE.Platform%3DAndroid&hl=en&oco=1
What you can do with Youtube a/c Like videos
Save Favorites
Subscribe to channels
Watch Later
Watch History
Flag videos
YouTube will also be able to personalize video recommendations based on the videos you’ve liked and watched and your subscriptions.
Create a business channel Follow these instructions to create a channel that can have multiple managers or owners.
You can use a Brand Account to create a channel that has a different name but that's still managed from your Google Account. Learn more about Brand Accounts.
Sign in to YouTube on a computer or using the mobile site.
Go to your channel list.
Choose to create a new channel or use an existing Brand Account: Create a new channel by clicking Create a new channel.
Create a YouTube channel for a Brand Account that you already manage by choosing the Brand Account from the list. If this Brand Account already has a channel, you can't create a new one—you'll just be switched over to that channel if you select the Brand Account from the list.
Fill out the details to name your new channel and verify your account. Then, click Done. This creates a new Brand Account.
To add a channel manager, follow the instructions to change channel owners and managers.
Learn more about using a channel with a business or other name on YouTube.
https://www.youtube.com/watch?v=b38ef8n1p4
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Video demo
Adjusting quality on YouTube
We can change the frame size and quality by clicking on the cog in the bottom right of the screen. In the below example we can see that 720p HD is the best quality available (p stands for progressive)
YouTube Advertising
Advertising on YouTube can be achieved through two routes
Google Display Network
YouTube itself is part of the GDN and typically show text based
advertisements just underneath videos as they play
TrueView
TrueView is the larger and more effective method of advertising on
YouTube and integrates with Google AdWords.
It is essentially Google AdWords Video Campaigns and TrueView refers
to the various formats which can be utilised by the video advertiser
Watch and learn about true view ads
https://www.youtube.com/watch?v=jng2s63rEno
https://www.youtube.com/watch?v=zZ9oHvjxCL8
Fair use Video What is fair use?
Fair use is a legal doctrine that says you can reuse copyright-protected material under certain circumstances without getting permission from the copyright owner. Check out the videos below for helpful examples of fair use.
Fair use guidelines
Different countries have different rules about when it’s okay to use material without the copyright owner’s permission. For example, in the United States, works of commentary, criticism, research, teaching, or news reporting might be considered fair use. Some other countries have a similar idea called fair dealing that may work differently.
Courts analyze potential fair uses according to the facts of each specific case. You’ll probably want to get legal advice from an expert before uploading videos that contain copyright-protected material.
For more information on fair use go to: https://www.youtube.com/yt/about/copyright/fair-use/#yt-copyright-protection
https://www.youtube.com/watch?v=pwe-xW8-
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How to make €€€€ on youtube
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YouTube Analytics
Failure can help you!
How failure can help you find success with your audience
how do you build a YouTube channel that generates over 1 billion views from millions of loyal subscribers? Get comfortable with the idea of failure, advises Logan Smalley, the leader behind Ted-ED’s wildly popular educational videos. “If you don’t have any failed experiments on your YouTube channel, then you’re not
taking enough risks.” Find out how Ted-ED pulled that off and how you can apply those lessons to your own brand’s YouTube strategy.