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The Power of You in Youtube

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The Power of You in Youtube HA RNESSING THE POWER OF " YOU" IN YouTube How just one word - "YOU" - can double your YouTube viewership Writ t en and Researched by Dane Golden and Phil St arkovich a st udy by and .com HARNESSING THE POWER OF "YOU" IN YOUTUBE - A TUBEBUDDY/ HEY.COM STUDY - Published Feb. 7, 2017 EXECUTIVE SUMMARY HINT: IT'S NOT ME, IT'S "YOU" various ways during the first 30 platform. But it's more likely that "you" is seconds versus videos that did not say a measurable result of videos that are This study is all about YouTube and "YOU." "you" at all in that period. focused on engaging the audience rather than only talking about the subject of the After extensive research, we've found that saying These findings show a clear advantage videos. YouTube is a personal, social video the word "you" just once in the first 5 seconds of for videos that begin with a phrase platform, and the channels that recognize a YouTube video can increase overall views by such as: "Today I'm going to show you and utilize this factor tend to do better. 66%. And views can increase by 97% - essentially how to improve your XYZ." doubling the viewcount - if "you" is said twice in Importantly, this study shows video the first 5 seconds (see table on page 22). While the word "you" is not a silver creators and businesses how to make bullet to success on YouTube, when more money with YouTube. With the word And "you" affects more than YouTube views. We used in context as a part of otherwise "you," YouTubers can double their also learned that simply saying "you" just once in helpful or interesting videos, combined advertising revenue, ecommerce the first 5 seconds of a video is likely to increase with a channel optimization strategy, companies can drive more website clicks, likes per view by approximately 66%, and overall saying "you" has been proven to apps can drive more downloads, and B2B engagements per view by about 68%. correlate with increased viewership, services and SaaS platforms can improve likes and overall engagement rate. lead generation. And for consumer brands, We discovered these insights - and many more - "you" can mean more cost-effective after carefully studying the data from 30,000 This may be a causal relationship, campaigns, derived from better-engaged YouTube videos. We used median values and meaning that the word "you," in and of viewers of both paid- and non-paid ratios to compare videos that did say "you" in itself, will create greater success on the efforts. 2 HARNESSING THE POWER OF "YOU" IN YOUTUBE - A TUBEBUDDY/ HEY.COM STUDY - Published Feb. 7, 2017 WHAT THE EXPERTS ARE SAYING ABOUT "YOU" "By addressing people "Dane and Phil have made it their video! I'd better watch it because I need directly with the word life's purpose to help creators, and to add my 1 view count to his video for 'you,' it's possible to this study confirms once again that him.' No, people consume content for self- get more personal and they are excellent at doing just that. centered reasons, primarily either for interactive. Asking It's fascinating to think about the fact educational reasons or entertainment people's advice and that when we think and talk about reasons, although social or relational opinions, and letting viewers direct YouTube optimization we often revert to reasons are undoubtedly a factor as well. your content, also helps with macro-numbers: 10 million views, 1 million subs, etc., But even those again can go back to engagement and trust." but really we should be talking about 1 number, 'YOU', being rooted in one's own self-interest." - Jeremy Vest, Founder, Vidpow the audience member. The viewing experience on - Tim Schmoyer, VideoCreators YouTube is so often individualized, that this idea of "You will love this. As having a one-on-one conversation through the use of "When I came up with the always, Dane's 'You' makes total sense, and Dane and Phil have phrase 'helping you incredible research provided the evidence here to back that up." create something has resulted in some - Matthew Gielen, President, Little Monster awesome today,' it wasn't phenomenal insights, an accident. Everyone and Phil's skills as a "I've always taught that people viewing a video is an developer bring to light some consume content because they individual, and in speaking directly to incredible data." perceive it to be valuable to them in them, I'm able to make a deeper - Brendan Gahan, Founder/EVP of some way. No one watches a video connection with them on a personal level, Epic Signal thinking, 'Oh, Tim published a new and make them feel that the content 3 HARNESSING THE POWER OF "YOU" IN YOUTUBE - A TUBEBUDDY/ HEY.COM STUDY - Published Feb. 7, 2017 WHAT THE EXPERTS ARE SAYING ABOUT "YOU" applies directly to their situation. When you better respond to the "The word 'you' is speak directly to a viewer, it is easier to build message but it creates an important, but it goes even trust and loyalty than if you were to just intimate parasocial deeper than that. 'You' is generalize." relationship between the one piece of evidence that a - Roberto Blake, Creative Entrepreneur, YouTuber, viewer and the speaker." direct conversation is Marketer, Author & Speaker - Owen Video, YouTube & taking place between the Video Consultant, Video Masters Academy creator/influencer/presenter and the "Using the word 'you' is YouTube viewer. We've seen research that empowering people to go out "Addressing the viewer shows that the brain activity is the same in and do, as opposed to just directly helps to create that setting as it is between two close consume. Including others in feelings of closeness friends in a conversation." what you are doing will between the creator and - Jeremy Hughes, Founder, Elevate Pictures ALWAYS end up benefiting viewer. This closeness can YOU and YOUR brand. Giving people value likely be attributed to the "The answer was hidden in should be one of your main goals as a creator viewer feeling plain sight the entire time. and using "you" is a great bridge to get there." seen/heard/understood/valued. Whether it 'You'-Tube is revolutionary - Dusty Porter, YouTube Creators Hub and is a call to action, or a salutation, like "Hey because it removes the TubeBuddy Express podcasts you guys," the use of the word "you" middleman between the positions the viewer as an intentional and creator and their audience. "'You' is a powerful communication tool for important part of the experience." Channels that recognize this get more than motivating action. Not only does the listener - Meredith Gene Levine, Fanthropologist just views, they get vi-you-s!" - Matt Ballek, VIDISEO 4 HARNESSING THE POWER OF "YOU" IN YOUTUBE - A TUBEBUDDY/ HEY.COM STUDY - Published Feb. 7, 2017 TABLE OF CONTENTS 1. EXECUTIVE SUMMARY 2 2. WHAT THE EXPERTS ARE SAYING ABOUT "YOU" 3 3. OVERVIEW 6 4. FINDINGS: WHAT WE'VE LEARNED 12 5. IMAGES: CHARTS AND GRAPHS 18 6. HOW TO SAY "YOU" 24 7. WHY "YOU" WORKS 25 8. BACKGROUND: "YOU' IN HOLLYWOOD 28 9. METHODOLOGY 32 This outrageous video for 10. IN CONCLUSION 40 PooPourri uses "you" as the first word, in the first 1 second 11. ABOUT THE AUTHORS 41 of the video. 5 HARNESSING THE POWER OF "YOU" IN YOUTUBE - A TUBEBUDDY/ HEY.COM STUDY - Published Feb. 7, 2017 OVERVIEW "YOU" - ONE LITTLE WORD WITH GREAT POWER the video to say it), in order to grow your likes, views, and overall What if you could get significantly more views for engagement. your YouTube videos by saying just one more word? YouTube is a very competitive platform, and whether you're making videos to As it turns out, you can. The word, simply put, is entertain an audience or sell a product, "you." you want to get more people watching your videos for longer periods of time "You," the word, has magic in it, as this in-depth than they are watching videos on other study will show. channels. We searched through tens of thousands of videos And while there are numerous best and compiled dozens of data points in our quest practices for making more engaging This well-viewed HyperX to find "you" and its close family members, such videos, either recommended by video, produced by VidPow, as "your" and "you'll." Whichever variation of the YouTube's own playbooks or YouTube said "your" in the first 10 word is used, it's clear that "you" is extremely audience development or marketing seconds. powerful when it comes to YouTube. gurus, the exact data to rate the degree of effectiveness of each method is This study will show you how you can use "you" in harder to come by. This is because, your videos (and how often to use it, and where in while YouTube's analytics exposes 6 HARNESSING THE POWER OF "YOU" IN YOUTUBE - A TUBEBUDDY/ HEY.COM STUDY - Published Feb. 7, 2017 OVERVIEW more granular data than any other platform on an individual video and channel basis, it is much TubeBuddy and HEY.com have done harder to track and reverse-engineer best considerable research, tabulating the practices on a macro, platform-wide scale. results 30,000 videos across more than 50 different factors of use of the word Additionally, while extremely valuable, most of "you" within the first 30 seconds of the the data-driven studies to date track metadata videos. optimization methods, as opposed to the actual content of the videos, including the pace, cadence WHY WE DID THE STUDY and word choice.
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