INDEX

30% rule, 218 Analysis paralysis, 174 50% rule, 217–218 Analytics, 172 1984 (Apple ad), 156–157 knowledge, 45 usage, 47, 293 A Work Week Analytics, 54 A/B split testing, 275 Annotations, 124 Ackerman, Dave, 100–101 , 82 Action, thumbnails (examples), 199f Arbor Day Foundation, 90 Active voice, usage, 205 Artificial intelligence, 21, 111 Adpocalypse, 18 detection ability, 30–31 Ad revenue evolution, 22–24 case studies, 68–72 goals, achievement, 28 money, generation, 65–72 impact, 298 sharing, 13–18, 57 information, consistency, 229 AdSense, 57, 78 integration, 23 usage, 14 knowledge requirement, 133–134 impact, 72–73 sensitivity, 184 program policies, 59 usage, 133 usage, 69 viewing pattern, creation, 235 Advertisement revenue (ad revenue) A-Team, The, 241 change/growth, potential, 65–66 Attention. See Visual attention sharing, 13–18, 57 attention-grabbing words, usage, 208 Advertisements disengagement triggers, 212–213 impact, 154–157 engagement, 211 value proposition,COPYRIGHTED maintenance, mastery,MATERIAL 221 218–219 triggers, 212–213 AdWords, 184 span, 211 Affiliate links, 86 Audience Affiliate marketing, 111 attraction, 42 Algorithms behavior, patterns, 149 breakdown, 27 determination, 277 leverage, strategizing, 223, 229 disconnection/confusion, 201–202 surface features, 32–37 growth, paid strategies, 277–280 Watch time algorithm, 22–23 identification, 127 307

Eves716020_bindex.indd 307 31-12-2020 22:17:28 308 Index

knowledge Bass, Saul, 258 AI requirement, 133–134 Bell button, notification, 36 process, 134–141 Bench press, visual (example), 190f normal audience, 184 Bennett, Jase/Rachel, 295–299 observing, 44 Bill and Melinda Gates Foundation, 93 relative audience retention, Black and white, contrast, 194f ­representation, 216f test, 186 retention, graph, 215, 216f BLOCK (magazine), 99 strategizing, 223, 224–229 Bonus money, generation, 58–59 targeting, 227 Branded Entertainment Network understanding, 130–132 (BEN), 81–82 video watching, example, 278f Brands Authenticity, 70, 165 deal/ad revenue ratio, increase, 76 Auto-caption, 31 deals, 76, 84–85 Avatar deals/integrations industry, change, 275 ­development/maturation, 82 examination, 140–141 entry, 99–101 Average percent viewed (APV), fit, determination, 263 175, 214, 285 followers, creation, 100–101 baselines, 289 integration, 79–83 repair, 291 lift, 67 Average view duration (AVD), 133, loyalty, 225 175, 213, 214, 285 people, equivalence, 265–266 baselines, 289 representation, icons (usage), 257 control, 221 views, possibility, 82–83 destruction, 273 weakness, 106–107 low level, 272 Briggs, Gemma, 211 recovery, example, 292f British Bake Off, 139 reduction, example, 291f Brony, discovery/audience, repair, 291 144–145, 251, 266 Average views per viewer (AVPV), Browse. See YouTube Browse 216–217, 286 features, 32, 124 Awareness, raising, 91–94 homepage, 33–34 subscription, 34 B Bryant, Kobe, 108 Backup plans, readiness, 288 Buckets. See Video buckets Bait-and-switch strategies/tactics, 13–14, 23 Budget, spending (control), 280–281 Baiting techniques, 196 Burnout, 42, 53–54 Baselines Business CTR baseline, 201, 286 reach, extension (process), 95 determination process, 285–286 strategies, learning/usage, 111–112 examination, 291 traffic/momentum, viewers long-term baselines, usage, 289 ­(decoding), 123–126 real-time baselines, usage, 286–288 Business ownership, 83–86

Eves716020_bindex.indd 308 31-12-2020 22:17:28 Index 309

Butler, Ricky Ray, 80–83, 149 Clickbait, 196 Butler, Shay Carl, 17, 81 Clicks, usage, 183 ad revenue case study, 71 Click-through rate (CTR), 200, Buyer persona, 141 272, 285, 292 baseline, 201, 286 C data, 184–185 Cake Boss, 139 enhancement, 191 Cards, 124 increase, 172, 204, 291 Challenge channel, 51 level, problems, 176 Chamber.Media, 109–110 Malecki CTR, 180f Chambers, Travis, 81, 108–109 recording, 184 Channel Analytics, 174, 175f reduction, 184, 286, 287 Channel Memberships, 61–63 thumbnail image, impact, 195 program, application, 62–63 traffic/momentum, impact, 276 Channels usage, 173, 286, 287 content, problem, 51–52 Climax. See Story course correction/consistency, 47–48 Clinton, Bill, 12 creator management, 10 Clipart, thumbnails (examples), 198f curation, 227–228 Clone videos, impact, 23 differences, 132–133 Closed captioning (CC), 31, 270 feedback, 48–51 Closed-ended questions, usage, 206 gaming channels, subscriber Cloud Vision (CV), 29–30 ­requirements, 62–63 Clutter, thumbnails (examples), 199f goals, knowledge, 118–120 Collaboration, 226 grouping, 147–148 Color metrics, usage (process), 214–216 importance, 195 omnichannel attribution, psychology, 193–195 ­application, 109–110 Color, thumbnails (examples), 199f opportunities, 86 Community. See YouTube Community social channels, impact, 227 building, 251 strategies, learning/usage, 111–112 distribution, usage, 262–263 theme, review team (impact), 60 Guidelines, 59 viewers, subscription fee, 62 importance, 251–252 views, increase (example), 49f leader, role, 262 Channels, failure (reason), 41 posts/stories, 237–238 Chen, Steven, 4–5, 298 tab, usage, 46 Children’s Online Privacy and Protec- Comparison trap, avoidance, 46–47 tion Act (COPPA), 270, 296 Consumerism, communication Chop-O-Matic (Popeil), 166–167 (source), 265–266 Chosen, The (TV series), 80, 149–152, Consumption traffic, 231 252–264 Content Churn rate, 143, 241 authenticity, 165 Clay, Chad Wild, 66, 129 calendar, creation, 227 Clickable titles, creation, 205–208 community, building, 251

Eves716020_bindex.indd 309 31-12-2020 22:17:28 310 Index

comparison, problems, 46 Contrast (black and white), 194f creation, 50, 128, 224–226 Copycat trap, avoidance, 46–47 patterns, 149 Copyright, ecosystem consideration, techniques, examination, 165 11–13 curation, 227–228 Copyright Match, 62 defining, 157–158 Cost per mile (CPM), 60–61 difference/uniqueness, 224 advertiser spending, 68 double-checking, 60 fluctuation, 62 elements, 167–168 increase, 66 emotional connection, 165 Covid-19 outbreak, MrBeast donations, 92 evergreen characteristic, 106 Craigslist, 5 feedback, 50–51 Creation Story (Primal Branding focus, 127–128 ­fundamental), 253–256, 262 impact, 168 Creative Commons, 270 importance, 153 Creative Disruption (podcast), 18, 80 improvement, 163–164 Creator junk content, 59 backup plans, readiness, 288 launching, process, 274–276 burnout, 53–54 marketing strategy, 227–228 channel management, 10 message, importance, 219–220 collaboration, 226 observing, 44 compensation, 15 problem, 37, 51–52 energy, waste, 52–53 randomness, 51 habits, trap, 43 real-time tweaks, long-term tweaks monetization, 58 (contrast), 284–285 reconnaissance mode, 148 recommendations, reasons, 234 spaghetti approach, 127 refinement, 130–132 uploading schedule, consistency, 47 relationships, 246 viewer, relationship, 77 retention, importance, 51–52 Creator Studio, usage, 184, 269 scalable valuable content, 131f Creed (Primal Branding storytelling elements, 158 ­fundamental), 256–257 strategy, 204, 235 Crispin Porter + Bogusky (CP+B), creation, 223 81, 108–109 simplicity, importance, 248 Crowdfunding, 150–151, 259 success, 163–164 CTA box, usage, 281 tweaking, 283 Curation, 227–228 tweaks, 290–293 Curiosity, impact, 190 types, 35, 132 Cute Girls Hairstyles, 58–59, 84 uploading, 43–44 CV. See Cloud Vision usage, 165–167 value, 129f D week-to-week outline, 227 Data Content ID system, 234–235 accumulation/usage, 140 implementation, 12–13 data-driven decisions, 116

Eves716020_bindex.indd 310 31-12-2020 22:17:28 Index 311

data-driven human-centered success, 163, 167 formula, 115 title/thumbnail creation, 185–186 education/learning, 43–46 tweet, 91f feedback, 172–175 video human feedback, combination, buckets, quality, 242 178–180 preferences, 283–284 gathering/usage, 28–32 release, impact, 171–172, 204 metadata, gathering, 29–30 points, usage, 30f E relationships, 234–235 Edwards, Bill/Judy/Bobby, 103–105 truth, 43 Eilish, Billie, 136 Date range, 178f Emerging lineup feature, 68 Deals, 86. See also Brands; Licensing Deals Emotional connection, 165 Deep learning machine, 21, 24–26 Emotional drama, usage, 207 function, 26 Endings, examination, 217 input data, 25 Endscreens, 124, 271 Demand, opportunity elements, 216 ­(equivalence), 96–98 Engagement Demographics, examination, 135–136 mastery, 221 Derral 42, 205 triggers, 212–213 “Diary of a Dirty Tongue,” 100–101 Every Vowel (cartoon series), 219 Digital campaigns, tracking/ Expressions, examples, 188f measuring, 110 Digital fingerprint, attachment, 12 Digital ID, 234–235 F Digital Millennium Copyright Act Faces, thumbnails (examples), 197f (DMCA), 12 FameBit (Google), 80 Direct-to-consumer e-commerce, 107 Familiar homepage, 33–34 Direct traffic, increase, 107 Fan, viewer conversion, 122 Discord, usage, 170, 288 Faraci, Matthew, 149 Discovered homepage, 33–34 Federal Trade Commission (FTC) Disengagement triggers, 212–213 COPPA children’s privacy Distribution (Primal Branding issues, 18 ­fundamental), 262–263 Feedback, 48–51, 218 Doan, Jenny/Ron, 95–99 data feedback, 172–175 Donaldson, Jimmy (MrBeast), 45, 47, human feedback, 169–172 72, 88–94, 119 importance, 169 challenge type videos, 247 value proposition, maintenance, 218–219 content, success, 163–164 Focus, importance, 54–55 Covid-19 outbreak, donations, 92 Food porn, 139 formula, 274–275 Formula. See YouTube Formula genuineness, 165 Frequently Asked Questions merchandise strategy, 78 (FAQs), 230–231 pattern interrupts, 220–221 lists, 242

Eves716020_bindex.indd 311 31-12-2020 22:17:28 312 Index

Freshness feature, 36 Harmon, Neal, 102, 254–255 Fusiform Facial Area (FFA), 188 Hit rates, 32–33 Hockey stick G effect, 214 Game Theorists, 131–132 representation, 215f Gaming channels, subscriber Homepage. See YouTube Homepage ­requirements, 62–63 browse features, 32 Garcia, Jerry, 264 categories, 33–34 Gates, Bill, 81, 262 changes, 33–34 Gee, Garrett, 240 Hook. See Story Geo-specific water cooler, 35 Horvath, Mark, 93, 119–120 Goals Houshaei, Jon, 219 alignment, 121–123 How, process, 147 knowledge, 118–120 Hsieh, Zachary (ZHC), 45 Goldlilocks Zone, 235 Human attention span, 211–212 Gone to the Snow Dogs, 75 Human feedback, 169–172 Goodman, William, 102 data feedback, combination, Google 178–180 artificial intelligence, Hurley, Chad, 4–5, 298 ­development/usage, 25 lawsuit, 12 I , 22–23 Icons (Primal Branding fundamental) , 170 example, 258f Google Preferred Lineups program, 66 usage, 257–258 Google Preferred, usage, 66–68 Image recognition, 29 , 107 Impressions (metric), 285 Goosh. See Story level, examination, 287 Graham, Devin, 171 per thousand impressions, 60 Grateful Dead, fans (loyalty), 131, 253, 264 Influence Growth, potential, 99 forest, planting, 89–91 power, 87 H usage, 75 Hairitage (McKnight product), 85–86 Influencer Hanlon, Patrick, 252 affinity, 106 Harmon Brothers (marketing agency), deals, 111 16–17, 110, 149 marketing, 79–83 PooPourri campaign, 17, 101, 102 role, 106–107 Squatty Potty campaign, 17, InnerTube, 24–25 ­103–106, 144, 185 In-platform tracking pixels, exami- Harmon, Daniel, 103, 145, 185, 219 nation, 107 Harmon, Jeffrey, 16, 100–106, Internet algorithms, usage, 111 143–146, 185 In-video advertisements, 13 evangelical projects, 150–152 Invisible People (Horvath), 93, video sound, improvement, 219 119–120

Eves716020_bindex.indd 312 31-12-2020 22:17:28 Index 313

Irlbeck, Cayson (color blindness), Lume (online campaign), 17 193–194 Lütke, Tobias, 90 I-want-to-buy moment, 137 I-want-to-do moment, 137 M I-want-to-go moment, 137 Machine. See Deep learning machine I-want-to-know moment, 137 Malecki, John, 178–180 CTR, 180f J Marketing campaigns, exam- Jackie NerdECrafter ples, 153–157 ad revenue case study, 69–70 Markham, Dan, 93, 116–117, 226, 239 audience, discovery, 133–134 ad revenue case study, 68–69 Cosmetics (JSC), 79 video release strategy, 274 Jenkins, , 252 Marvel Cinematic Universe, goosh, 162 Jesus Christ, series (creation), 149–152 MatPat, 131–132, 231 Jobs, Steve, 254 Matt’s Off Road Recovery, 290 Johnson, Dwayne, 106 McBride, Shaun, 128 McKnight, Brooklyn/Bailey, 86, 226, 278–280 K McKnight, Shaun/Mindy, Kaji, Ryan (ad revenue case 58–59, 83–86 study), 71–72, 79 MCNs. See Multichannel networks Karim, Jawed, 4–5, 298 Mecham, Jared, 220 Kickass Headline Generator, usage, MeetUp (online meeting space), 170 208 Memberships. See Channel Memberships L Merchandise, money (genera- Language, selection, 270 tion), 64–65 Lash Next Door (McKnight Merchandising, usage, 78–79 product), 86 Message, importance, 219–220 Leader (Primal Branding funda- Messi, Lionel, 108 mental), 262 Metadata, 34–36, 158 Leanback, 22 gathering, 29–30 Legal Eagle (Stone), 130, 147, similarity, 245 246–247 video structure, connection, 2 Lexicon (Primal Branding fundamen- 42–243 tal), 260–261 Metrics Licensing deals, 85 feeding, 290 Listicle video titles, numbers usage, process, 214–216 (inclusion), 206 Micro-commitment, 212 Livestreaming, 63–64 Micro-moments, 136–138, 225 Locke, Tim, 212 types, 137 Long-term baselines, usage, 289 Mifsud, David, 97 Loss rate, reduction, 143 Missouri Star Quilt Company, 95–99 Louderback, Jim, 17–18 “Quilter’s Daily Deal,” 98

Eves716020_bindex.indd 313 31-12-2020 22:17:28 314 Index

Mix. See YouTube Nonbelievers (Primal Branding funda- Mobile viewing, optimization, 228 mental), 261 Momentum Notifications, 32, 36, 124 impact, 276 viewers, decoding, 123–126 O Monetization Objects, thumbnails (examples), 197f importance, 58 OffRoad Recovery, 78 tab, usage, 271 Ohana Adventure, The (TOA), 64, 171 Money success, 295–299 bonus money, generation, 58–59 Oliveira, Tyler, 191 generation Omnichannel attribution, 108 influence, usage, 75 application, 109–110 potential, 99 One-on-one meetings, 63 logistics (YPP), 60–62 Online content, creation, 224 raising, 91–94 Open-ended questions, usage, 206 Motivation, 119 MrBeast. See Donaldson Opportunity, demand (equiva- MRCOOL (Chamber.Media client), 110 lence), 96–98 Multichannel networks (MCNs), Optical character recogni- 9–10, 17–18 tion (OCR), 29 Mumble (online meeting space), 170 Optimization, split testing (usage), 102 Musk, Elon, 90, 205–207, 262 Orabrush (YouTube advertising success MrBeast tweet, 91f story), 15–17, 81, 99–100 My Little Pony fans, Orientation, example, 187 ­community, 144–145 Orwell, George, 156–157 Mystery Science Theater 3000, 150 Outros, examination, 217

N P Napster, 11–13 Paid acquisition, usage, 110–111 Narration, pattern, 158–163 Partnering, money (generation), 57 Natural language, 31 Partner program. See YouTube Nature’s Sunshine Products, 83 ­Partner Program Neistat, Casey, 47 Passion (P-Score signal), 67 Nelson, Steven Sharp, 265 Patrick, Matthew, 131–132, 231 NerdECrafter, Jackie Patterns. See Narration ad revenue case study, 69–71 interrupts, 220–221 audience, discovery, 133–134 learning, 44–45 Netflix, thumbnails (quality), 189 search, 44–45, 149 Newton, Isaac, 193 PayPal, eBay purchase, 4 Next New Networks, YouTube Peaking effect, 238 purchase, 18 Pen Pineapple Apple Pen, 129 Niche, 78 People (Primal Branding fundamen- information, grabbing, 148 tal), 263–265 understanding, 45–46 People, brand (equivalence), 265–266

Eves716020_bindex.indd 314 31-12-2020 22:17:28 Index 315

Perez-Armendariz, Ivan, 108 R Persona Breakdown, 134–136, 135f Rabbit hole content type, 35 usage, 138–140 Ramsay, Gordon, 133 viewer evaluation, 140 viewers, distinction, 138–139 Perspective, thumbnails Reach, business extension (process), 95 ­(examples), 199f Real-time baselines, usage, 286–288 “Piano Guys, The” (Nelson/Schmidt), 265 Real-time tweaks, long-term tweaks Pinterest, 263 (contrast), 284–285 Plaid Social Labs, 80–82, 108 Recommended/suggested option, 231–234 Branded Entertainment Network Reconnaissance, 143, 146–148 (BEN) purchase, 81–82 discovery mode, 146 Platform (P-Score signal), 67 , 89, 90, 148, 239 Playlists, 124, 236–237 Reengagement. See Story Playlists, usage, 236–237 Relative audience retention, represen- PMD Beauty, retail sales tation, 216f (increase), 109–110 Research, 143, 148–149 Polarizing words, usage, 207 Return on investment (ROI), examina- PooPourri (online campaign), tion, 107–108 17, 101, 102 Revenue Popeil, Ron, 166–167 driving, businesses (impact), 95 Popularity (P-Score signal), 67 metrics, 60–61 Popular, trending (contrast), 35–36 opportunities (YPP), 62–65 Portent Content Idea Generator, possibilities, 75–76 usage, 209 Revenue per mille/thousand (RPM), “Power of a Picture, The” examination, 61 ­(Netflix), 189–190 Revision3, 17–18 Premium. See YouTube Premium Risk-taking, intelligence, 103–105 Primal Branding (Hanlon), 252 Rituals (Primal Branding fundamental),­ 259 fundamentals, 253–266 creation, 266 Product Rober, Mark, 53–54, 89, 227 freebies, 76 Rogan, Joe, 213 sales, paid strategies, 280–281 Rule of Thirds, 191–193 Production (P-Score signal), 67 chart, 191f Protection (P-Score signal), 67 examples, 192f P-Score Ryan’s Mystery Playdate, 79 algorithm, function, 67 Ryan’s World, 72, 79 feeding, signals, 67 Ryan’s World (ad revenue case study), 71–72 production, 66–67 Psychographics, 135–136 S Purple (online campaign), 17 Sacred Words (Primal Branding ­fundamental), 260–261 Q Sales, content (usage), 165–167 Questions, usage, 206 Satisfaction signals, 28–29 Qwaint, Vy, 66, 129 Scalable valuable content, 131f

Eves716020_bindex.indd 315 31-12-2020 22:17:28 316 Index

Schmidt, Jon, 265 Standard YouTube License, selection, Scott, Ridley, 156 270 Seals, Earl, 149 Star Trek, fans (loyalty), 253 Search engine optimization (SEO), Stone, Devin, 130, 147, 246, 247 121, 125, 242 Stories. See YouTube Stories rabbit hole, 208 videos, 238 rankings, 111 Story Seinfeld, Jerry, 159–163, 167 arc, 159f Selects. See YouTube Selects climax, 161, 167 Self-broadcasting, 5 Creation Story, 253–256 Self-videos, avoidance, 128–130 goosh, 161–162, 167–168 Sephora (campaign), 109–110 hook, 159, 167 Setup. See Story reengagement, 159–160, 167 Shark Tank, 103, 106, 144 setup, 160–161, 167 Shaytards wrap-up, 162–163, 168 ad revenue case study, 71 Storylines, simplicity, 163–164 initiation, 17 Storytelling “Shonduras,” popularity, 128 elements, 158 Shot of the Yeagers, 171 narration, pattern, 158–163 Should Ask Questions (SAQs), 230 Strategies, learning/usage, 111–112 lists, 242 Studio C, 161, 226, 239, 278–279 Sibyl (AI program), 22 paid strategy, example, 281 Singh, Satyendra, 194 Subscribers Six Sisters Stuff, 225 increase, example, 49f Sixth Sense, 116–118 numbers, importance, 92 Sizes/shapes, examination, 187f Subscription, 34 Slice n Rice, 76–77 browse features, 32 Slow burn, representation, 216f fees, 62 Smallhorn, Kristina, 125, 242 notification, 36 Social channels, impact, 227 Suggested. See YouTube Suggested Super Chat, 61 following, 106–107 implementation, 64 friends, inclusion, 275–276 livestreaming, 62–64 Social presence, 259 Super Stickers, 61 SpaceX, 90, 205, 207, 262 livestreaming, 62–64 Spangler, Todd, 63 Surface features, 32–37 Split testing Swift, Taylor, 297 A/B split testing, 275 Swipe ups, 86 usage, 102, 289–290 Sponsorships, 76 T Squatty Potty (online campaign), 17, Tannerites, The, 171 103–106, 144, 205, 218 TeamSpeak (online meeting space), Mecham, involvement, 220 170 production, 277 , 89–91, 94

Eves716020_bindex.indd 316 31-12-2020 22:17:28 Index 317

Tent pole strategy, 238–240 satisfaction, 202–205 peaking effect, 238 trusted source, usage, 207 Terms of Service, 59 urgency, creation, 206 Tesla, 90, 262 usage, 183 Text, thumbnails (examples), 198f video titles, 201–208 TheOdd1sOut, 232 viewers, addressing, 207 Thinknoodles (upload time), 48 Tobi Lorax, 90 Three-panel thumbnail, example, 198f Tolkien, J.R.R., 90 Thumbnails, 44, 122, 158 Traffic AI validation, 31 arrival, understanding, 124 audits, 200 collaborations, impact, 226 clicks, usage, 183 consumption traffic, 231 combinations, 163 direct traffic, increase, 107 creation (MrBeast), 185–186 impact, 276 data points, usage, 30f sources design, 200 algorithms, 298 execution, 200 thumbnails, relationship, 201 image types, 176f color, importance, 195 viewers, decoding, 123–126 impact, 195 Trending, 32, 35–36 problem, 50 popular, contrast, 35–36 strategies, 195–200 Trusted source, usage, 207 three-panel thumbnail, example, 198f TubeBuddy, usage, 208, 272, 289–290 traffic sources, relationship, 201 Tweaks, 284–285 two-panel thumbnail, example, 198f Twitch, 263 types, 197f–199f , 89, 90 variation, 290 Two-panel thumbnail, example, 198f Titles, 122, 158 active voice, usage, 205 U amplification, attention-grabbing Uploading words (usage), 208 manual uploading, 52–53 capitalization, 207 schedule, consistency, 47 clickable titles, creation, 205–208 Up Next video, usage, 34 combination, 163 Urgency, creation, 206 creation (MrBeast), 185–186 Utah (UTubers), 171 emotional drama, usage, 207 generation, downloadable tools (usage), 208–209 V listicle video titles, numbers “Value of YouTube, The” (study), 203 (inclusion), 206 Value proposition, mainte- polarizing words, usage, 207 nance, 218–219 problem/solution, offering, 206 Vance, Dave, 103–104, 145 questions, usage, 206 Variety channels, problems, 241 relevance/trend/topicality, 205 Veronica Mars, 150

Eves716020_bindex.indd 317 31-12-2020 22:17:28 318 Index

Viacom, lawsuit, 12 VidIQ Boost, usage, 208 VidCon, 17–18, 101 Viewers. See Average views per viewer Video buckets, 240–242 addressing, 207 creation process, 245–248 algorithm recognition, 269 example, 246f attention, engagement, 211 selection process, 242–245 behaviors, 170 spikes, examples, 243f–245f brain, thumbnails (impact), 202 Videos commitment, respect, 212 analytics, 178f creator, relationship, 77 authenticity, 165 decoding, 123–126 backup plans, readiness, 288 demographics, 135–136, completion, 293 138–139, 175f content, creation, 224–226 engagement/satisfaction, 37, 248 creation, 228–229 evaluation/recognition, 140–141 description, 31–32, 236 identification, 175f discovery, 116 likes/dislikes, 28 emotional connection, 165 lives, micro-moments, 136–138 intelligence, 30–31 long-term engagement/satisfaction, in-video advertisements, 13 maximization, 28 launch, 269 origin, knowledge, 228–229 metadata, similarity, 245 persona, 205 optimization, 269 positive/negative behavior, mon- process, 272–274 itoring, 25 organic promotion, 277 presence, determination, 179f planning/execution, 53–54 psychographics, 135–136, 139 promotion, 269 reengagement, 159–160 process, 276–277 subscription fees, 62 release, 275 surface features, 32 strategy (Markham), 274 watching, prediction, 28 self-videos, avoidance, 128–130 YouTube tracking, 27–28 structure, metadata (connec- Viewing pattern, creation, 236 tion), 242–243 Views target video, preproduction consid- increase, example, 49f eration, 2732 watch time/views, 286 titles, 31–32, 201–208 Visual attention, 186–195 listicle video titles, numbers Visual cortex, 186 (inclusion), 206 tweaks, 290–293 W uploading, process, 269–272 Wagstaff, Robert (Dr. Bob), 16, 100 Up Next video, usage, 34 Watch something else content type, 35 views, example, 292f Watch time, 133, 293 watching algorithm, 22–23, 67 example, 278f increase, actions, 46 surveys, 28 views, 286

Eves716020_bindex.indd 318 31-12-2020 22:17:28 Index 319

What, 174 content feedback, 177f problem, 36–37 title satisfaction, requirement, strategy, creation, 223 202–205 ecosystem, 9, 99–100, 234 What’s Inside (Markham), 93, 117, 226 complication, 14 ad revenue case study, 68–69 thriving, 58 When, 174 failure, 295 date range, 178f focus, importance, 54–55 Where, 174 goals, 28 feedback, 176f alignment, 121–123 Who, 174 knowledge, 118–120 viewer demographics, 175f Google purchase, 6 viewer identification, 175f growth, 19 Why history lesson, 3 reasons, 203 merchandise, money (generation), 64–65 title satisfaction, requirement, Mix, 236–237 202–205 opportunities, 86 Wiley, Amy, 234 partnering, money (generation), 57 Wojcicki, Susan, 72 power, leveraging, 100 Words Sixth Sense, 116–118 attention-grabbing words, amplifi- success, 295 cation, 208 achievement, 41, 84–85 capitalization, 207 reasons, 77–78 "Work Stories (sooubway)," 232 superstitions, 52–53 Work Week Analytics, 54 system, evolution, 18–20 Wozniak, Steve, 254 value, 203f Wrap-up. See Story viewer presence, determination, 179f WWE, content modification, 234 YouTube Browse, 232–233, 289 YouTube Community, 237–238 Y Guidelines strike, 271 Yeager, Steve, 171–172 YouTube Formula, 6–7, 72, 119–120, 172 YouTube (YT) book, 227 70/30 split, 63, 76 usage, 275 activation, 4 YouTube Homepage, 33–34, 84, adjustment, 295 184, 232–233 advertising, 124 YouTube Partner Program (YPP), success story (Orabrush), 15–17, 13, 57, 195–196 81, 99–100 acceptance, 61 algorithms, usage, 121–122, 136 AdSense, impact, 72–73 analytics, 277 integration, 14 artificial intelligence, 21, 118 joining, 59–60 change, 23–24 money, logistics, 60–62 auto-caption feature, 31 revenue opportunities/possibilities, channels, failure (reasons), 41 62–65, 75–76

Eves716020_bindex.indd 319 31-12-2020 22:17:28 320 Index

YouTube Premium, 61, 65 YouTube Suggested YouTube Search, 124 feed, 32, 34–35, 184, 233, 289 feature, 36 videos, 124 increase, 107 CTR, increase, 201 results, 184 recommendations, 196 spidering, 121 YouTube Trending, page (usage), 259 traffic, 229–231 mindset, 125 Z YouTube Selects, 68 ZHC. See Hsieh YouTube Stories, 237–238 Zoom (online meeting space), 170 YouTube Studio, 271 YouTube Subscription, 34, 232 feed, 184

Eves716020_bindex.indd 320 31-12-2020 22:17:28