youtube & wine content: an opportunity for greater visibility

& Wine ContentAn Opportunity for Greater Visibility

James MelendezOctober 2014

The Audience is NOT Listening

Currently…….

James Melendez – Copyright 2014 – All Rights Reserved

Background

YouTube has become a focus of many viewers who are now interested in self-selecting their entertainment or knowledge

There are many categories that are prominent and generate high click rates:• How to• Music• Vloggers• Technology• Animals

Many people have become stars in their own right and have created a following on general topics (vloggers) or specific subjects and have brought prominence to their subjects- Charles Trippy (CTFxC)- Justine Ezarik (iJustine)- Gary Vaynerchuk


Problem StatementWine is a laggard category with respect to viewership pie due to complexity of product attributes:- Vintage/Non-Vintage/Multiple Vintage- Variety(ies)- Region- Style (dry, sparkling, sweet)- Distribution- Limited quantity- Pricing- Consumer unfamiliarity/lack of confidenceThese are just a few of the attributes that make wine more difficult to access, understand and connect with on YouTube; easier to find a larger production spirits or beer than many wines. There is low engagement in YouTube as it relates to wine.


Study Overview

Who

• My study was to look at YouTube and wine; I looked at 50 prominent wine content producers (not necessarily top 50)

Compare

• Are other YouTube content producers experiencing the same level of interest (more or less) than their wine counterparts

Find Opportunit

ies

• Understand if there an opportunity to increase viewership; create and maintain an audience


YouTube Wine v. Other CategoriesWine as a category is a laggard when compared to beer or spirits or

food. The wine community is considerably less active and has a lower click rate than beer, spirits or food.

Either there is no interest in wine video content as compared to beer or spirits or perhaps there are fundamental differences (problem and opportunity) between wine and other consumable categories.

Ralfystuff40,350 subscribers10,182,542 views

Beer Geek Nation

23,868 subscribers2,695,969 views

Nicko’s Kitchen

802,040 subscribers124,055,647 views

Spirits FoodBeer


YouTube Metrics

These are the metrics I reviewed and that are most often published on each channel

Number of Videos

Click Rate (Total

channel)

Subscribers Date of Publish

Video Producer

Type James Melendez – Copyright 2014 – All Rights Reserved

Video Producer Type

● Bloggers● Reviewers● Wine Producers● On/Off Premise Orgs● Trade/Region Associations● Importers Distributors● Media● Government Bodies


Subscribers

1 Jordan Vineyard 5,390

2 Wine Spectator 4,039

3 The Wine Guy 3,334

4 Mirabeau Wine 2,953

5 Jancis Robinson 1,602

6 LCBO 1,073

7 Berry Bros Rudd 1,000

8 WineOhTV 955

9 James Suckling TV 905

10 James the Wine Guy 668James Melendez – Copyright 2014 – All Rights Reserved

Number of Videos

1 James the Wine Guy 1,808

2 Wine Weirdos 485

3 Natdecants 418

4 Erik Wait 278

5 Wine Spectator 272

6 Jordan 263

7 Berry Bros Rudd 262

8 Wine Press NW 240

9 Mirabeau Wine 228

10 Jamie Goode 223James Melendez – Copyright 2014 – All Rights Reserved

Click Rate1 Jordan 1,427,8532 Wine Spectator 1,100,823

3 Jamie Goode 557,954

4 Berry Bros Rudd 321,849

5 Kendall Jackson 241,465

6 Jancis Robinson 211,423

7 James Suckling TV 188,493

8 James the Wine Guy 161,397

9 V.Sattui 154,641

10 LCBO 139,636James Melendez – Copyright 2014 – All Rights Reserved

Date of Publish

Year of Last Published Video

Number of Video Producers

Total Cumulative Click Rate of Top 50

2014 34 12,754,148*

2013 7 733,602

2012 6 243,451

2011 3 2,472,135

16,203,336 Total

16 Producers Not Active

3.4 mm Clicks of older content

* Clicks could have occurred in any of the previous years James Melendez – Copyright 2014 – All Rights Reserved

Wine Market Share Not Always Correlation in Social Media Terms

• In 2013, the total retail value wine sales was $36.3 B; there is certainly an active social media following• Twitter• Facebook

• With a large market it would be assumed that there would be a large YouTube video presence and a very active wine interest amongst Twitter and Facebook users

• The social media pie is a worldwide phenomenon• Some labels or subject matter may have a more limited audience

• Well known wines (broadly distributed) have higher click rateJames Melendez – Copyright 2014 – All Rights Reserved

Video Producer Recommendations

Overall● Be relevant/Be consistent● Call to View (Call to Engage)

o What’s your message?o Why should your video be viewed?

● What is your brand promise/purpose?● Branding material

o Logoo Introo Transitionso Outro

● Be critical on what you are producingo Do you offer graphic design elements?o Should it be published? Is it interesting?

Brand


Video Producer RecommendationsProduction● Does your visitor know what you are going to talk about? i.e. Do you frame or outline what you are

going to speak about● View your video prior to publishing; checking:

o Did you edit correctly? Forget to edit something out?o No black or extended time on end of video with no content

● Add music● Lighting● Sound ● Plan your beginning and ending; develop and know your phrasing

o “Welcome Back” o “Thank you for Joining Me…” o “This is …..”

● What is your publishing cadence?● Weekly, Bi-Weekly● Do you mention your publishing cadence?

● Do you have your content planned or non-planned when you film (recommend a plan or outline)● Have a closing message


Video Producer RecommendationsEquipment● Video

● Computer (with camera) – Mac● Camera - Canon

● Lighting (softbox)● Sound (microphone or use your video editing software)● Editing application (Final Cut Express or Final Cut Pro or other application)● Teleprompter or notes while filming (especially if it is complex)● Test your video equipment and your editing application making sure you are being

capture visually and correct audio input● View your video prior to publishing; checking:

o Did you edit correctly? Forget to edit something out?o No black or extended time on end of video with no content


Video Producer RecommendationsAnalytics

Analytics are your friend• Many metrics to view

• Demographics – Who is Watching• Male/Female• Country• Age

• Estimated minutes watch – essential to create the right duration of video• Playback location• Likes v. Dislikes• Subscribe/Unsubscribe• Many more


Video Producer RecommendationsBuilding Community

• In your video; ask for questions; offer solutions (i.e. website of producers or other information)

• Respond to questions• Use other social medias to highlight YouTube presence• Subscribe to other YouTube channels

• Look at how other producers handle their Q&A – high click rate producers have Q&A videos

• Collaborate• Patience!


Concluding Thoughts

• Planning Your YouTube experience• Written plan

Purposeful Engagement

• Knowing your brand and making concerted effort that your brand is fully apparent

• What works? What is optimum of video productionAction

• Wine & YouTube will be a success when a community is created/maintained

• A subject that has endless fascination so why not for video? • Collaborate

YouTube & Wine


Thank you!

You’ll Find me on the following Social Medias


https://twitter.com/JamesTheWineGuy

http://www.youtube.com/user/jamesthewineguy

https://www.linkedin.com/in/jamespmelendez

https://plus.google.com/109874524865109879502

http://www.pinterest.com/jamesthewineguy/

youtube & wine content: an opportunity for greater visibility

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