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YouTube and Video Marketing
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YouTube and Video Marketing

An Hour a Day

Greg Jarboe
Sybex, 2009
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Recommendation

Have you seen Blendtec’s entertaining “Will It Blend?” videos on YouTube? Founder Tom Dickson throws such items as marbles, running shoes, glow sticks, golf balls and iPhones into his company’s blenders and flips the on switch. People love these crazy videos so much that Blendtec’s YouTube channel has more than 200,000 subscribers. In this book, Internet video-marketing expert Greg Jarboe explains how you, too, can become a “viral video master” and profitably showcase your products on YouTube. The book is part of John Wiley & Son’s An Hour a Day series, which makes various undertakings less daunting by breaking them down into easy-to-manage, step-by-step tasks. Covering technical information, video marketing tactics, strategy development, campaign implementation and results measurements, Jarboe offers a well-illustrated yearlong workflow using 60 minutes daily for video marketing – though an hour seems more practical for some steps than others, like running a promotional campaign. getAbstract recommends his thorough manual to entrepreneurs and marketers of all types.

Summary

The YouTube Nation

YouTube broadcast its first online video in 2007 and has grown rapidly ever since. Now more than 300 million people worldwide view its videos each month. Indeed, online videos have become remarkably well accepted. In February 2009, the average U.S. “YouTuber” watched 312 minutes of YouTube videos and Canadian viewers averaged 605 minutes for the month. Half of 18- to 34-year-old American YouTubers regularly share videos with their friends. YouTube, which Google recently purchased, is the “world’s most popular online video community.”

All kinds of participants, from amateur directors to major corporate content producers (such as CBS), create YouTube videos. TubeMogul research indicates that 51.1% of people surveyed made money from their videos; some earned more than $100,000 annually. Of the 48.9% of people who didn’t make money, many said that they posted their videos just for fun, or that they didn’t monetize their videos by selling ads because the videos actually were ads or promotional pieces. For instance, Blendtec’s “Will It Blend?” videos have boosted its sales by 700%.

A newcomer must invest a substantial amount of time learning how ...

About the Author

Greg Jarboe founded and heads a firm that handles public relations, search engine optimization and video marketing.

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