Knowledge Series-3. April 19th. YouTube

Lights, Camera, Action!

Our next event is about the most loved offering from Google. We are going to talk all about YouTube in the 3rd  part of our ‘Knowledge Series’

‘YouTube – For Marketing and Monetizing your Videos’

Every minute or by the time this page loaded and you have read this line, over 100 hours of video has been uploaded on YouTube by various sources across distinct genres including TV commercials, music records, TV serials, movies, how-to videos and most importantly user generated content (remember Nyan cat with 100mn views and counting?)

While YouTube worldwide has over 1 billion users, in India its about 80 million users, who spend an great average of 16.4 minutes per visit!

If YouTube is compared to TV, it is the 9th most watched channel (Star TV being the number 1). While these stats continue to position YouTube as an imperative in any brand’s marketing mix, for a few it has been a launch pad of their career and business. However, a few questions always remain unanswered for the rest of us. How to make the best use of it as an advertising channel? how to shoot and edit good videos? and finally, how to make videos go viral?

Be it for growing your business or earning revenues through YouTube. GBG Mumbai brings you two eminent speakers who will interact with you to get the best out of YouTube.

YouTube as a medium to reach your audience – Content creation strategy, tactical ideas to produce content that will garner eyeballs. Also introduction to paid formats of YouTube advertisi
ng – True View ads, Pre Roll ads, Special / Custom Channels, etc

sameer-pitalwalla-gbg-mumbaiSpeaker – Mr. Sameer Pitalwalla

Sameer Pitalwalla is the co-founder and CEO at Culture Machine. Prior to CM, Sameer headed the digital media vertical for Disney UTV, where he created, launched and built their digital video division, including their YouTube, Social Media and Apps presence. During Sameer’s tenure, Disney UTV reached pole position in viewership, engagement and monthly active users across YouTube, Facebook and App Stores respectively, across Asia. Prior to Disney, Sameer created and built the online video and digital celebrity business for The Times Group across it’s Television and Web business. 

YouTube as a medium to host and monetize your content – Best practices on format, video techniques that works best, how to sign-up for YouTube partner program, Ideas to increase views (aka viral) and cross promoting in other platforms and finally a sense of how much revenue one can expect to earn from YouTube.

sherry-gbg-mumbaiSpeaker – Ms. Scherezade Shroff

Model, fashion and beauty blogger Scherezade Shroff has recently launched her new YouTube channel Scherezade Shroff after  gaining 20,000 subscribers in her first year blogging for YouTube channel ‘Fashion Tube’,  making it one of India’s biggest beauty and fashion channels. For the past 10 years she has learnt so much from experimenting with her own looks and watching and learning from beauty professionals during her years as model. Her newly launched channel Scherezade Shroff has  DIY’s, beauty & fashion videos, hair & makeup tutorials and lots of other fun crazy videos! She always says “Have fun with fashion, there are no rules!”

Who should attend? – Entrepreneurs, advertising folks, professionals and aspiring artistes who want to get a better understanding of YouTube.

Why should you attend? – To take away knowledge and thorough understanding of using YouTube to reach audience for marketing + techniques of monetizing on YouTube

When and where – 19th April, Saturday 4pm to 7pm.

Venue: 1st Floor, Harkisan Mehta College of Journalism, Mithibai Campus, Vile Parle, Mumbai.

Entry: Free and by registration. – Fill form below or click here

RSVP – [email protected]

How Videos Go Viral?

Ever wondered how certain videos go viral? Our guest blogger Vishal Kataria shares some best practices to improve the chances of your video being the next Kolaveri Di or Gangnam Style..read on

The advent of social media has led to increased usage of a word – VIRAL! People, agencies, companies and everyone else want their articles, photos, videos, advertisements, posts, etc. or even products and apps to go viral i.e. be shared hundreds of thousands (if not millions) of times. Most entities push for this achievement by pleading to everyone in all their social media networks to share what they’ve uploaded. Do they succeed? Nada. But some folks do… that too without much effort. Why? How does this happen?

Scott Stratten, founder of Un Marketing, explained the concept of viral content beautifully. Those who haven’t heard it, this is a post for your benefit.GBG-Mumbai-Viral-blog

When a product (or app or song) is launched, or when content for sharing (photo, infographic, video, etc.) is created, the people who share it are often from the first circle. These are people directly associated with the product or campaign. They’re either someone from the team which created it, or are people who share to be in their boss’ good books… so on and so forth. When they share the content, it reaches the second circle or their first circle, which includes their friends and family. Their first circle is not obliged to share it with anyone. However, when the latter does, the content reaches the third circle, which is similar to the first circle of the people associated with the product or content. People in the second circle share it with their family and friends because they genuinely like what they see. Forget the marketing terminology of “adding value” for some time. People share because they want others to see what intrigued, entertained or enraged them. People in the third circle then share it with those in their first circle, and the cycle continues. This leads to a product, photo or video going viral.

Think about it. Isn’t this why Michael Jackson and Metallica produced so many hit songs? Isn’t this why ‘Why This Kolaveri Di’, the Volvo commercial featuring Van Damme and Psy’s ‘Gangnam Style’ were such hits? And why Felix Baumgartner’s Space Jump was one of the most watched YouTube videos in 2013? And, of course, Justine Sacco’s tweet, albeit for all the wrong reasons.

99.9% of agencies and marketers aiming to produce viral content fail to remember a key aspect – only one factor lures people to share something with others… EMOTION. Liking a Facebook post is one thing, sharing it on their timeline with 400+ friends is another. A person shares something when it engages her emotionally. It may evoke feelings like fun, joy, anger, nostalgia among others. You can beg people to share your content, but how many do? And when something barely crosses the first circle, you can bet your bottom dollar that going viral is out of the question.

So remember, don’t focus on creating “viral content”. Focus, instead, on creating something awesome and engaging. Content which is not necessarily related to your product or service, but which touches an emotional cord with readers and viewers. Do something outrageous, which delights people; give them a reason to share what you’ve done or created. Then, dear friend, you will have done something which is worth reaching hundreds of thousands (if not millions) of people across the globe.

This article originally appeared on Vishal’s blog