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 Apex Legends, 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 Google 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 Blink 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