YouTubeTM Report
Description
Founded in 2005, YouTubeTM allows users to upload, view, discuss and share videos. Videos are typically "clips from films and television programs, music videos, and homemade videos."1
YouTube was ranked the world's third most-popular website at the end of 2008, with 5 billion viewed videos in just July 2008.2
Here are YouTubeTM's demographics. However, the most recent statistics I could find were from 2006 and these demographics have increased since.3
YouTubeTM lets users create a channel. Channels allow users to post videos and bookmark their favorite videos (be it their own videos or other users' videos). Users can subscribe to channels and/or participate in groups.
Here is a screenshot of Live Oak 360's profile.
Messages
Specific Messages
Twitter - BudURL Account
February 18, 2009
TwitterTM messages would have appeared in all our followers TwitterTM feed.
Statistics
There was subtle increase in YouTubeTM subscribers throughout the week.
Evaluation
Motives for creating YouTube videos fall under five categories: "Creative redefinition of brand and consumption, Make your own TV series episode, Community storytelling, Debunking and spoofing marketing, Replicate milestones in order to celebrate them."4
Videos under any of these categories are still considered stories. Once a YouTube video is considered a story, reinforced by its community, it gains creditability. Thus, through these YouTube stories, brand image can be created and reinforced.
Researchers found that viewers primarily view YouTube videos as a source of information or entertainment. These are similar motives for watching traditional videos. However, researchers have not been able to distinguish what motivates users to share videos.5
Founded in 2005, YouTubeTM allows users to upload, view, discuss and share videos. Videos are typically "clips from films and television programs, music videos, and homemade videos."1
YouTube was ranked the world's third most-popular website at the end of 2008, with 5 billion viewed videos in just July 2008.2
Here are YouTubeTM's demographics. However, the most recent statistics I could find were from 2006 and these demographics have increased since.3
YouTubeTM lets users create a channel. Channels allow users to post videos and bookmark their favorite videos (be it their own videos or other users' videos). Users can subscribe to channels and/or participate in groups.
Here is a screenshot of Live Oak 360's profile.
Messages
General Message
The general message to be projected by Live Oak 360’s social media campaign is that Live Oak 360 is an integrate part of the community that is listening to others and cares about what the community has to say. Also, Live Oak 360 is here to educate and improve companies’ digital landscape.
In regards to YouTubeTM, Live Oak 360 broadcasted their participation in the YouTubeTM community.
Specific Messages
Twitter - BudURL Account
February 18, 2009
- "ATX's zombie hackers were good.. but I think this is better.. http://budurl.com/bcef :)"
- "Check out all our other favorite videos http://budurl.com/t6b2"
- "You can 'stumble upon' YouTube videos. sa-weet."
- "Net neutrality, anyone? http://budurl.com/6lmr What do you think?"
- "Social Media in Plain English.. keeping it simple. http://budurl.com/dxyc"
- "Social network stats.. incredible to see how many people are out there. http://budurl.com/h6l8"
- "Check out all our other favorite videos http://budurl.com/t6b2"
TwitterTM messages would have appeared in all our followers TwitterTM feed.
Statistics
There was subtle increase in YouTubeTM subscribers throughout the week.
Motives for creating YouTube videos fall under five categories: "Creative redefinition of brand and consumption, Make your own TV series episode, Community storytelling, Debunking and spoofing marketing, Replicate milestones in order to celebrate them."4
Videos under any of these categories are still considered stories. Once a YouTube video is considered a story, reinforced by its community, it gains creditability. Thus, through these YouTube stories, brand image can be created and reinforced.
Researchers found that viewers primarily view YouTube videos as a source of information or entertainment. These are similar motives for watching traditional videos. However, researchers have not been able to distinguish what motivates users to share videos.5
notes
1 Trier, James. "'Cool' engagements with YouTube: Part 1". Journal of Adolescent & Adult Literacy, Feb 2007. (50) 5, p. 408-412
2 O'Leary, Mick. "I love YouTube". Information Today, Dec 2008. (25)11, p. 33-39
3 http://www.imediaconnection.com/content/12474.asp
4 Pace, Stefano. "YouTube: an opportunity for consumer narrative analysis?" 2008. Qualitative Market Research: An International Journal (11) 2, p. 213 - 226
5 Hanson, Gary; Haridakis, Paul. "YouTube Users Watching and Sharing the News: A Uses and Gratifications Approach". Journal of Electronic Publishing, Aug 2008. (11) 3, p. 6