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Thursday, October 21, 2021

YouTube- An Online Video Platform and its Marketing Strategy

YouTube is the ‘American social media platform’ where users can share online videos.  which was introduced by Steve Chen, Jawed Karim, and Chad Hurley, in February 2005. The users of YouTube watch more than 1 billion hours of videos every day. YouTube content creators, popularly known as YouTubers, upload over 500 hours of content per minute. The videos on YouTube include music videos, short films, video clipsfeature films, audio recordings, corporate-sponsored movie trailers, documentarieslive streamsvlogs, as well as content from popular YouTubers

Founding and Initial Growth 

YouTube was introduced by Jawed KarimChad Hurley, and Steve Chen on 14th February 2005. Chad Hurley did his study at the University of Indiana in Pennsylvania, and Steve Chen and Jawed Karim both studied at Urbana at the Illinois University,  Champaign with computer science. From November 2005 to April 2006 company earned money from different investors with Artis Capital Management, 80 crores, and Sequoia Capital115 crores are the two largest. 

YouTube’s headquarters were located in San Mateo in California. The company started the site “ www.youtube.comin February 2005. On 23rd April 2005, the very first video titled as Me at the zoo was uploaded. The site officially launched on 15th December 2005, the site had 80 crores views per day. 

In the month of October 9, 2006, Google obtained YouTube in Google stock for 165 crores. The deal got fixed on 13th November 2006. The company grows rapidly and in 2010, the company had outreach around 43% of the market share and also have more than 1400 crores views on the videos. 

YouTube shifted to a new office in San Bruno, California in October 2006. In October 2010 Salar Kamangar would take over as head of the company. 

In February 2014 Susan Wojcicki joined YouTube as CEO of the company. In August 2017 YouTube redesigned its logo that is built around the service’s play button emblem.  

In 2015 YouTube released a mobile app known as YouTube Kids, designed for children. Also, YouTube launched YouTube Gaming—a video gaming app for videos and live streaming in 2015. 


Features 

The technology of video:  

YouTube mainly applies the VP9 video format. YouTube had started developing videos like AV1 format In January 2019. In 2021 the company considered the requirement AV1 as streaming hardware to increase quality and decrease bandwidth. 

In YouTube the resolution levels which were lower of videos start at 144p in countries and areas with improving compatibility, limited speed of internet, also for the conservation of limited mobile data plans.  

In the year 2008-2017, users can add pop-up hyperlinks and  text messages in their interactive videos, which is called annotations”  

Uploading: 

Every YouTube user can upload the videos maximum of 15 minutes duration of each. Users can also verify the account, usually by using a phone, to improve the capability to upload the videos, also producing live streams. 

YouTube added a property named Premiere in 2018 which shows the user a notification when for the first time the video is available. 

Formats and Quality: 

YouTube provides videos at one level of quality of 320×240 pixels of resolution. YouTube users can watch the videos with 3GP set-up on phones from June 2007 

Live to stream: 

Streaming Live was presented to the official YouTube app of mobile in February 2017. Initially, Live streaming with more than 10,000 subscribers via mobile was restricted, but it was decreased to less than 100 subscribers from the middle of 2017.  

User features 

YouTube introduced a ‘public beta’ of the Community on 13th September 2016 which is basically a social media platform where users can post images, text, live videos, and so on under their “Community” tab channel.

Content accessibility 

Users are able to view the videos on outside web pages rather than the website. Each and every YouTube video are gone along with a piece of HTML that was used to insert on any on Webpage. 

Platforms  

All smartphones can access YouTube videos through an application or a website. Not all YouTube videos are available on the mobile version of the site. From June 2007, YouTube videos were available in Apple products.  

Going International 

Sometimes, for copyright restrictions or inappropriate content, the notification that “The Video Is Unavailable on Your Country” appears. Based on the IP address of the user the YouTube interface suggests which local version should be chosen. On YouTube, 76 language versions are available which include Armenian, Albanian, Burmese, Kyrgyz, Mongolian, Persian, and Uzbek. 

YouTube Videos  

In March 2021, YouTube was testing hiding dislikes on videos for viewers. YouTube creators would be able to see the number of likes and dislikes.  

YouTube Services 

YouTube Premium 

YouTube’s subscription service (premium) offers access to extraordinary content, advertisement, offline and background playback of videos on mobiles, free streaming, and retrieval to ‘Google Play Music’ – “All Access” services. YouTube’s Premium service was named “Music Key” which is a “subscription music streaming facility on 12th November 2014. The facility was again launched as ‘YouTube Red’ on 28th October 2015, offering all videos which were ad-free, also access to the unique and original copy. ‘YouTube Originals’ first season started receiving more than 250 million views in June 2017. 

Other services of YouTube are- YouTube TV, YouTube Movies, YouTube Go, YouTube Community, YouTube Music, YouTube Sports, YouTube Stories, YouTube Kids. 

YouTube Marketing Strategy 

YouTube Marketing Strategy includes: 

  • Creative Content 
  • Audience Research 
  • Partnerships 
  • Links Back to Your Website 
  • Calls-to-Actions 
  • Consistency 

YouTube Marketing Tips 

  • Set a publishing program and stick to it. 
  • Make the investment in advance for publishing the video. 
  • Keep your revenue assumption reasonable for the first year. 

YouTube marketing tools for business 

Conclusion: 

YouTube being the world’s second-largest search engine, provides a valuable opportunity to the marketers for organizations to discover, establish their brands and connect via social media and videos.


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Josie Patra
Josie Patra is a veteran writer with 21 years of experience. She comes with multiple degrees in literature, computer applications, multimedia design, and management. She delves into a plethora of niches and offers expert guidance on finances, stock market, budgeting, marketing strategies, and such other domains. Josie has also authored books on management, productivity, and digital marketing strategies.

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