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| How to Make Money with YouTube: Earn Cash, Market Yourself, Reach Your Customers, and Grow Your Business on the World's Most Popular Video-Sharing Site Brad Schepp, Debra Schepp |
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Product Description
“How Can I Profit from YouTube®?”
Ever since its creation in 2005 the video-sharing phenomenon has been newsworthy not only for videos: users were making media appearances about how they parlayed their hobbies into six-figure incomes, but they’ve been tight-lipped when it comes to their secrets.
Luckily, e-commerce experts Brad and Debra Schepp have written this complete guide to using YouTube for fun and profit. By the time you're done with this book, you'll know everything there is to know about:
- Planning, creating, and sharing your own videos that "don't suck"
- What makes a video go viral
- Harnessing YouTube's power for branding, advertising, and fundraising
Inside you’ll find real-life YouTube success stories-—from video makers who used the site to launch successful consulting businesses to a company’s humorous “Will It Blend?” videos that brought thousands of new customers to its Web site.
CONTENTS
ACKNOWLEDGMENTS ix
INTRODUCTION xiii
CHAPTER
1 YOU TOO CAN BE A YouTube STAR! 1
YouTube and You 3
A Quick Guided Tour of YouTube 9
A Little YouTube History 21
Using YouTube for Fun and Profit 24
What I Know Now 27
Just for Fun 27
CHAPTER
2 MARKETING YOURSELF THROUGH YouTube 29
Performers 33
People in Business for Themselves 39
YouTube Teachers 46
Video Résumés: Good Idea or Bad? 49
College Admissions Videos 54
What I Know Now 56
Just for Fun 57
CHAPTER
3 MARKETING YOUR COMPANY ON YouTube 59
What Types of Videos Work Best? 62
Do YouTube Views Equal Revenues?
How Can Your Company Use YouTube? 77
What I Know Now 82
Just for Fun 83
CHAPTER
4 CREATING YouTube VIDEOS 85
Here’s What You’re Up Against 87
Preplanning: Research and Goals, Goals
and Research 89
Storyboarding and Shooting Your Video 101
What I Know Now 118
Just for Fun 118
CHAPTER
5 PROMOTING AND DISTRIBUTING YOUR VIDEOS 119
Simple Promotion and Distribution Steps 122
Advanced Promotion and Distribution Methods 135
What I Know Now 151
Just for Fun 151
CHAPTER
6 YouTube: YOUR NEW REVENUE STREAM 153
YouTube’s Partner Program 154
Redirecting: Selling Something
via Landing Pages 156
Video Advertising 162
Leveraging Your Videos 168
Promotional Sponsorships 175
Check out YouTube’s Screening Room 178
YouTube’s Competitors Want You 179
Assessing the Effectiveness of Your Videos 180
What I Know Now 182
Just for Fun 183
OTHER VIDEO-SHARING SITES
AND THE FUTURE OF YouTube 185
Broad Coverage Sites 187
Niche Video-Sharing Sites 197
What about Your Own Site? 205
A Multiplatform Strategy 206
Search for Tomorrow—What Lies Ahead
for YouTube 207
What I Know Now 213
Just for Fun 214
INTRODUCTION
It isn’t often that we get to witness a life-changing innovation. Our
parents spoke of their first television sets with an enthusiasm those
of us who grew up with the device couldn’t quite appreciate. Hon-
estly, did people gather in one house in the neighborhood just to
watch Milton Berle? In many ways, the following generations have
been extraordinarily fortunate. Not only did we see the arrival of
the Internet and all that came with it—e-mail, instant messaging,
online shopping, online banking, global positioning systems, just to
name a few—but we’ve also seen the arrival of Web 2.0 technologies.
Social networking and social media have changed the Internet
almost as much as the Internet has changed us.
Thanks to YouTube and other social media sites, each one of
us can take center stage and present our views of life to a world-
wide audience. For the very first time, individuals have access to
the same broad audience once reserved for major television net-
works and their wealthy advertisers. This is not to suggest that
anyone can just pick up a camera and automatically gain the
exposure and gravitas of, say, Walter Cronkite. But each of us can
work in our own little corner of YouTube to create a following and
an audience for our own particular view on life. Whether we go
onto YouTube to spread a political message, promote our busi-
nesses, or share our humor (as everyone else seems to think we’re
funny), we’ve got the power within our own hands to change our
lives through video on demand. Even Queen Elizabeth II has her
own place on YouTube!
But, the question remains, can you make money with
YouTube? The answer to that question is . . . YES. True, it all
depends upon your definition of “making money.” If you think
that you’ve only actually made money when you’ve added dollars to
your bottom line, then YouTube success may elude you at first. But if making money can also mean saving on advertising expenses
and branding costs, then please stay tuned.
Throughout the pages of this book, we’re going to introduce you
to individuals and company representatives who are convinced that
YouTube changed their lives. You’ll meet comedians who now earn
stipends as YouTube partners. You’ll meet public relations officers
who report more than 1,000 percent increases in their sales as a
result of their YouTube presence. You’ll meet sales and marketing
executives from Fortune 500 companies who are now so smitten
with the success they’ve realized on YouTube they may never plan
another advertising campaign without it. You’ll meet Fred, a 14-year-
old farm kid who not only has an advertising agency working on his
behalf but also retains a business manager who advises him and his
family about what to do next. You’ll meet stay-at-home moms who
are supplementing their family’s incomes and forging fascinating
new lives for themselves. All these people had an idea and stuck with
it long enough to learn how to make that idea profitable.
Now, this is not to say that you’ll necessarily row your little boat
down the River YouTube to guaranteed fame, fortune, and happi-
ness. We’ve been at this profession a little too long to believe that
we’re privy to the next great get-rich-quick scheme. The path to suc-
cess on YouTube is more like a winding estuary than a raging river.
In addition to the success stories on the site, you’ll find a whole lot
of junk, but a lot of it is golden, too.
In the chapters that follow, you’ll discover how to create a
YouTube presence in the latter category. You’ll get acquainted with
the phenomenon that is YouTube, learn how both individuals and
companies are using the site to achieve their goals, and explore the
basics of how to produce a great video. Then, once you have your
video posted to the site, you’ll learn how to promote and distribute
it so that it won’t be lost in the tsunami of video that gets added to
the site every day. Finally, you’ll find out about potential revenue-
sharing sources for you through YouTube, and you’ll learn about
other online video-sharing sites that might prove to be at least as
profitable for you as YouTube is.
All along the way, you’ll discover the fun and enthusiasm that
marks YouTube and its contributors. You may have to go a long way
to find a group of people more energized and enthusiastic about
the work they’re pursuing.
It’s been a great deal of fun to research and write this book. It’s
our fervent hope that you’ll find it to be a great deal of fun to read it.
Brad and Deb Schepp
www.bradanddeb.com
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About the Author
McGraw-Hill authors represent the leading experts in their fields and are dedicated to improving the lives, careers, and interests of readers worldwide
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