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Valentine’s Day on YouTube Depending on your perspective, Valentine’s Day can be a time of celebration with your loved ones or a day of stress, anxiety, and last-minute gift purchases. Whichever side you land on, YouTube is increasingly a go-to place for celebrating this special day. But as we’ll see below, some brands seem to be behind the times in capturing this audience’s attention. Valentine’s Day growth on YouTube Since 2009, viewership of Valentine’s Day–related YouTube content has grown by more than 600%, to nearly half a billion views per year. At the current growth rate, Valentine’s day content will eclipse 800 million views […]

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The Big Game: The Super Bowl on YouTube As millions of Americans know, Super Bowl XLIX is coming up on February 1. It wasn’t long ago that advertising during the “Big Game” was reserved exclusively for big brands with multi-million-dollar budgets. Huge automotive and alcohol companies dominated our TV screens with dazzling campaigns that changed the game from a spectacle of sport to appointment television for advertisers. But blue-chip dominance of the Super Bowl’s airwaves has come to an end. With the prominence of YouTube and other video platforms, this advertising showcase has expanded beyond the confines of four quarters on the field and evolved into a month-long […]

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Do YouTube views drive beer sales? [infographic] The alcohol industry—and U.S. domestic beer in particular—is one of the most competitive industries in the world. Entrenched brands battle it out year after year with hopes of capturing share in a market worth more than $23 billion annually. Marketing in the beer world has traditionally taken place through established channels, particularly on TV. But more and more, savvy marketers are beginning to explore the power of the digital realm, with YouTube at the forefront. As it turns out, there’s a good bit of beer-related activity on the platform already—it’s only a matter of time before a winner emerges to […]

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4 takeaways from the YouTube Brand Playbook YouTube is the second-largest search engine in the world, attracting 1 billion active, unique users every month. Its reach across U.S. adults (18–34) surpasses that of every cable network. Impressive, right? With more than 300 hours of content uploaded to YouTube each minute and usage continuing to rise, audiences have more options than ever to choose from and watch. They expect brands on YouTube to inform them, entertain them, and provide utility to them—when, where, and how they want it. Luckily, there’s a great resource to help brands figure out how to use the platform—it’s called the YouTube Creator Playbook […]

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Black Friday on YouTube [infographic] Historically, Black Friday was a one-day shopping extravaganza, full of door-busting deals, extended shopping hours, and the occasional tug-of-war over the last remaining (suspiciously understocked) toy. In recent years, consumers have reshaped this free-for-all into a week-long event, avoiding long lines the day after Thanksgiving in favor of shopping on their own time, from the comfort of their homes. This evolution has changed the way retailers reach their customers and also transformed consumers’ buying process—inserting YouTube and mobile devices squarely into the process. Shopping research on YouTube In a recent study, 64% of people cited YouTube as the single most […]

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4 ways to drive YouTube traffic to your brand’s website Though most video creators call YouTube their home, most brands still rely on their own websites to communicate and fulfill their brand promises. But viewers on YouTube are very easily distracted, so how can you get them to click through from your brand’s video to your website? Annotations A clear and targeted call to action (CTA) is a must: viewers need to know exactly what they’ll get if they click away from the video they’re watching. Annotations are a great way to convey that information. Issuing a clear, simple CTA in the hyperlinked annotation informs your viewer of the value […]

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The power of mobile video [infographic] By now, there’s little doubt that mobile is the future of video—look no further than your pocket for proof. Screens are getting larger, data speeds are skyrocketing, and “selfie” is now officially enshrined in our collective lexicon. Even CBS is cutting the cord. Crazy, right? Maybe we should have seen this coming. After all, smartphone adoption in the United States has surpassed 60%, up from 36% just two years ago. Mobile download speeds doubled in 2013, and monthly data usage on mobile devices rose to 1.5 exabytes per month—50% more data than the entire internet used in 2000. But where […]

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3 ways your brand can think like a YouTube creator YouTube is a hugely powerful marketing medium: 1 billion unique monthly users, 80% non-U.S. traffic, and daily subscriptions 4x higher than they were last year. But how can your brand take advantage? Brand marketers, don’t be fooled: YouTube’s massive audience and seemingly low barrier to entry does not give you permission to simply repurpose TV ads—in the case of YouTube marketing, repurposing is depurposing. Instead, mimic three best practices from successful YouTube creators: content, consistency, and community. Content Users turn to YouTube to explore their passions. So top brands on YouTube create useful, unique, and relevant video while keeping the […]

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Introducing Generation Z [Infographic] If you’re like us and pay attention to Digital Media landscape, you’ve probably heard a lot about Generation Y, or as we at Fullscreen like to call them, “The Connected Generation”. Gen C is a formidable and sought after demo for many marketers, and for good reason – they drive almost $500B worth of spending per year. However, closely behind Gen C is a new and even more connected generation, referred to as “Generation Z”. By most accounts, these family-data-plan-killing youngsters aren’t dissimilar from their predecessors. But as Gen C ages, the heirs to the digital throne will be comprised […]

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