Ethan Bateman – Expert Session 3
4/10/2023
Williamson
MRKT 4307 SP01
YouTube marketing is one of the most useful tools a marketer can utilize. In addition to
receiving revenue from YouTube directly, you can use the site as a distribution channel while liking your
videos to affiliate links, websites, social media pages, and much more. YouTube is a search engine and
aside from Google, YouTube attracts a significant amount of traffic per day, because many people prefer
watching a video to reading an article.
YouTube is evolving, and the way that people get recognized today is different from how the
platform started. It can be compared to playing checkers versus chess: back in the initial days of
YouTube, there were no customer segments or target markets. Today, YouTube analytics give creators
access to demographics and much more that allows them to know not only when to post but how to
post and who will be viewing said post. It is important today to have a niche in the marketplace as it
becomes more saturated, because it allows you to specialize and claim your space in the market.
Oddly enough, video quality is not the key to a good video, it is the content within the video that
attracts viewers. The fancy camera, microphone, and lighting can wait, as long as you are consistently
producing quality content. You want to be building a repertoire of experience even if your first videos
are awkward and uncomfortable, because the experience is how you improve.
One thing to avoid as a YouTube creator is to try and diversify. Vloggers who show everything
about their daily lives rarely get recognition, rather, it is those who choose to specialize in a subject that
they are passionate about and can create value with that end up succeeding. You are not creating a
tribe, you are attracting a preexisting tribe, and finding a like-minded customer base will get you
conversions each time consistently.