This week I wrote a guest post on the Zefr blog called "Going Beyond View Obsession: Why many brands aren’t getting the full picture of their YouTube viewership."
Zefr is a top company in the YouTube industry, and I’m fascinated by them because, in my view, they’ve found a way to combine entertainment, marketing, technology and big data in a harmonious way. It was very nice of them to have my guest post on their blog.
In the piece, I spoke about how difficult it is to really understand the effectiveness of a YouTube video simply by looking at its viewcount, because that number, while widely quoted and reported and noticed, gives incomplete info at best. I suggest that subscribers, not views, are the holy grail for marketers on YouTube.
And I also say that on YouTube viewcount is the best indicator of past views, while subscriber count is the best indicator of future views. And subscriber growth is absolutely essential for a brand that wants repeat organic viewership. I then go on to speak about three key areas of focus when trying to build an engaging YouTube channel - audience retention, comments, and engaging with your superfans (or, as YouTube calls them, “Top Fans”).
Please take a look at the article, and, if you find it interesting (or even if you disagree with what I wrote), please give your comments in the comment section at the bottom of the article. I love hearing from you on what you think is working on YouTube and what isn’t. Thanks!