| Introduction |
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1 | (6) |
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2 | (1) |
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2 | (2) |
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How This Book Is Organized |
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4 | (1) |
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Part I: Getting Started with YouTube Channels |
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4 | (1) |
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Part II: Making Good Videos and Not Making Bad Videos |
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4 | (1) |
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Part III: Growing and Knowing Your Audience |
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4 | (1) |
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Part IV: YouTube Channels Are Serious Business |
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5 | (1) |
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5 | (1) |
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5 | (1) |
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6 | (1) |
| Part 1: Getting Started With YouTube Channels |
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7 | (70) |
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Chapter 1 Making a Home on YouTube |
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9 | (16) |
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The YouTube Phenomenon - Why You Need To Be on YouTube |
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10 | (6) |
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Audience, audience, audience |
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11 | (1) |
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Incorporating YouTube into your business and marketing plans |
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12 | (1) |
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13 | (1) |
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14 | (1) |
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Wasting lots and lots of time |
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15 | (1) |
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Seeing What Makes a YouTube Channel Unique |
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16 | (4) |
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Angling for subscriptions |
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18 | (1) |
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19 | (1) |
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Managing Channels for Fun and/or Profit |
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20 | (5) |
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21 | (1) |
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22 | (1) |
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22 | (1) |
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22 | (3) |
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Chapter 2 The Basics of YouTube |
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25 | (30) |
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What You'll Find on YouTube |
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26 | (12) |
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26 | (1) |
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27 | (6) |
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33 | (5) |
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Working with a YouTube Account |
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38 | (7) |
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39 | (4) |
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Logging on to your YouTube account |
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43 | (2) |
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Creating a YouTube Channel |
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45 | (5) |
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Verifying Your YouTube Channel |
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50 | (2) |
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Setting Up a Custom Channel URL |
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52 | (2) |
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Joining the YouTube Partner Program |
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54 | (1) |
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Chapter 3 Building Your Channel from the Ground Up |
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55 | (22) |
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55 | (10) |
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56 | (2) |
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58 | (1) |
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The My Subscriptions link |
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59 | (2) |
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61 | (1) |
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62 | (1) |
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63 | (1) |
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The Playlist Section link |
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63 | (1) |
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The Subscriptions Sections link |
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63 | (1) |
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63 | (1) |
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The Manage Subscriptions link |
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63 | (2) |
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Customizing and Branding Your Channel |
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65 | (9) |
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65 | (2) |
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67 | (3) |
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Creating the channel icon |
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70 | (1) |
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Uploading the channel icon |
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70 | (2) |
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72 | (2) |
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74 | (3) |
| Part II: Making Good Videos and Not Making Bad Videos |
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77 | (132) |
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Chapter 4 What Makes a Good Video a Good Video? |
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79 | (20) |
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Picking the Right Camera for Your Needs |
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80 | (3) |
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Knowing What Makes a Good Video |
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83 | (2) |
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Mastering the Genres in Your YouTube Videos |
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85 | (11) |
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85 | (1) |
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Producing your very own vlog |
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86 | (3) |
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Making an educational video |
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89 | (1) |
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Making tutorial and how-to videos |
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90 | (1) |
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Let's play (and make) gaming videos |
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91 | (1) |
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91 | (1) |
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Capturing sporting events |
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92 | (2) |
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94 | (1) |
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95 | (1) |
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95 | (1) |
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Viral Videos versus Evergreen Content |
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96 | (3) |
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97 | (1) |
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97 | (2) |
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Chapter 5 Making Plans Both Large and Small |
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99 | (22) |
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Establishing Your Channel's Mission |
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100 | (6) |
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101 | (2) |
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Being different, being valuable, being authentic |
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103 | (1) |
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Surveying the YouTube landscape |
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103 | (3) |
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Understanding Your Target Audience |
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106 | (3) |
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Going narrow versus going broad |
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106 | (1) |
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Knowing why your audience matters |
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107 | (1) |
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Finding out the nitty-gritty about your audience |
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108 | (1) |
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109 | (1) |
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Planning an Outstanding YouTube Channel |
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110 | (3) |
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110 | (1) |
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111 | (1) |
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Planning the channel layout |
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111 | (2) |
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Crafting a Content Strategy |
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113 | (4) |
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Recognizing that content includes video and more |
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113 | (1) |
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Looking at content formats |
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114 | (2) |
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116 | (1) |
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117 | (2) |
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Delivering content consistently |
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117 | (1) |
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Being flexible and reactive |
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118 | (1) |
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Going live for more engagement |
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119 | (1) |
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119 | (2) |
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Chapter 6 Acquiring the Tools of the Trade |
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121 | (18) |
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Checking Out Your Camera Options |
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121 | (12) |
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Working through the (camera) basics |
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122 | (4) |
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126 | (3) |
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129 | (4) |
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Settling for smart phones |
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133 | (1) |
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133 | (1) |
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Seeing Your Way with Light |
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134 | (2) |
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Setting up 3-point lighting |
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134 | (2) |
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Setting up high-key lighting |
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136 | (1) |
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136 | (3) |
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137 | (1) |
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138 | (1) |
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Chapter 7 Putting It All Together to Capture Some Video |
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139 | (18) |
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140 | (7) |
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140 | (1) |
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Completing your checklists and "shoot sack" |
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140 | (2) |
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142 | (1) |
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Planning a realistic shooting schedule |
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143 | (2) |
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Practicing good habits before a shot |
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145 | (1) |
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146 | (1) |
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Shooting a Great-Looking Video |
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147 | (7) |
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Composing and dividing the screen |
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147 | (1) |
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Determining the best shot |
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148 | (1) |
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Moving and grooving the camera |
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149 | (1) |
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150 | (1) |
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Following the 180-degree rule |
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151 | (1) |
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152 | (1) |
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Shooting extra footage and B-roll |
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153 | (1) |
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Capturing the perfect take — several times |
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154 | (1) |
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154 | (3) |
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Practicing diction and dialects |
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155 | (1) |
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156 | (1) |
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156 | (1) |
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Chapter 8 Fixing It in Post: The Edit |
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157 | (24) |
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Choosing Editing Software |
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157 | (4) |
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158 | (2) |
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160 | (1) |
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Where to Get Started with Editing |
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161 | (4) |
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Attempting a test project |
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161 | (2) |
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Handling file formats, resolution, and conversion |
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163 | (2) |
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165 | (7) |
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166 | (1) |
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167 | (1) |
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168 | (1) |
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169 | (1) |
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169 | (2) |
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Filling the gaps with B-roll |
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171 | (1) |
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172 | (1) |
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172 | (1) |
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Adding bells and whistles |
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173 | (1) |
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Adding Music to Your Video |
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173 | (5) |
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Adding built-in music in video editing tools |
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175 | (1) |
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Incorporating stock music libraries |
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175 | (1) |
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Putting music in your video |
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176 | (1) |
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176 | (1) |
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Cutting your video to music |
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177 | (1) |
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Cutting your music to video |
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177 | (1) |
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Adding Voiceover and Sound Effects |
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178 | (1) |
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Exporting the Final Version |
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179 | (2) |
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Chapter 9 Preparing for Upload Day |
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181 | (28) |
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Preparing Your Channel for Uploads |
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182 | (4) |
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Checking your YouTube account hygiene |
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182 | (3) |
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Maximizing the options for accounts in good standing |
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185 | (1) |
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Enabling channel features |
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186 | (1) |
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Tending to Video SEO Matters |
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186 | (8) |
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187 | (2) |
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189 | (3) |
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192 | (1) |
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192 | (2) |
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194 | (10) |
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194 | (1) |
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Going public about YouTube privacy |
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195 | (1) |
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196 | (3) |
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Entering information about your video |
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199 | (5) |
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204 | (1) |
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204 | (2) |
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Publishing and Unpublishing Videos |
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206 | (3) |
| Part III: Growing and Knowing Your Audience |
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209 | (70) |
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Chapter 10 Building Your Audience |
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211 | (36) |
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212 | (4) |
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Deciphering audience evolution |
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212 | (1) |
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Determining what you want your audience to do |
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213 | (1) |
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Appreciating the importance of community |
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213 | (2) |
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215 | (1) |
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Understanding Subscribers and Their Value |
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216 | (7) |
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Convincing viewers to subscribe |
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217 | (2) |
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Specifying how subscribers get updates |
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219 | (1) |
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Setting the channel feed and privacy levels |
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220 | (2) |
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Treating subscribers and nonsubscribers differently |
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222 | (1) |
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223 | (8) |
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Seeing why comments matter |
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224 | (1) |
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Setting up your channel for comments |
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225 | (2) |
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227 | (2) |
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Reacting to inappropriate comments |
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229 | (2) |
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231 | (2) |
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Configuring Community Settings |
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233 | (1) |
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Getting Viewers to Engage |
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234 | (8) |
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235 | (1) |
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Exploring the annotation types |
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235 | (1) |
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Specifying an annotation target |
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236 | (1) |
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237 | (1) |
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Getting creative with annotations |
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238 | (2) |
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Adding branding to the mix |
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240 | (2) |
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Capturing the Captioning Opportunity |
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242 | (2) |
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Adding subtitles and closed captions |
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242 | (2) |
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Having viewers contribute subtitles and closed captions |
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244 | (1) |
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Giving Credit Where It's Due |
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244 | (2) |
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244 | (1) |
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245 | (1) |
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246 | (1) |
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Chapter 11 Knowing Your Audience |
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247 | (32) |
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Getting Started with YouTube Analytics |
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248 | (12) |
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Reading YouTube Analytics reports |
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249 | (1) |
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Breaking down the report components |
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250 | (2) |
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252 | (1) |
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253 | (1) |
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Setting up report filters |
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253 | (1) |
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Understanding visual charts |
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254 | (5) |
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259 | (1) |
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260 | (3) |
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Seeing which content is the most popular |
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260 | (1) |
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Determining whether viewers are watching or leaving |
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261 | (2) |
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Understanding Your Audience |
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263 | (3) |
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263 | (2) |
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265 | (1) |
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Optimizing Discoverability |
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266 | (1) |
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Seeing where viewers find your content |
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266 | (3) |
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Finding out where (and how) viewers watch your content |
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269 | (2) |
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Making Sure Your Audience Is Engaged |
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271 | (1) |
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Getting Engagement Reports |
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272 | (2) |
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Going In-Depth on Annotation Analytics |
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274 | (1) |
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Understanding annotation lingo |
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274 | (1) |
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Getting your annotation metrics |
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275 | (1) |
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Seeing whether your annotation are working |
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276 | (1) |
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277 | (2) |
| Part IV: YouTube Channels Are Serious Business |
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279 | (74) |
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Chapter 12 How and Why Businesses Use YouTube |
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281 | (16) |
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Understanding Video and Business |
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282 | (2) |
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It's all about video marketing |
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282 | (1) |
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Brand decisions are made on YouTube |
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283 | (1) |
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Understanding Your YouTube Business Components |
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284 | (9) |
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284 | (4) |
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Community and content creators |
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288 | (4) |
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292 | (1) |
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Integrating YouTube with Other Campaigns |
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293 | (4) |
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293 | (2) |
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YouTube isn't television (or cable) |
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295 | (1) |
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YouTube isn't Google, either |
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296 | (1) |
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Chapter 13 Expanding Your Audience through YouTube Advertising |
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297 | (34) |
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Understanding YouTube Advertising |
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299 | (2) |
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Recognizing the importance of ad policy |
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300 | (1) |
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Looking at YouTube ad types |
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300 | (1) |
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301 | (5) |
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Creating an AdWords account |
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302 | (1) |
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Linking your AdWords account and YouTube channel |
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303 | (3) |
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Determining Your Ad Targets |
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306 | (3) |
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Setting up general targeting |
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306 | (1) |
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Configuring more narrow targeting |
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307 | (2) |
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Navigating the AdWords for Video Page |
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309 | (3) |
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Exploring the Campaign navigation menu |
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309 | (1) |
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Looking at your campaign details |
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310 | (2) |
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Setting Up a YouTube Ad Campaign |
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312 | (7) |
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Going with a general campaign |
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312 | (3) |
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Selecting bidding and your target audience |
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315 | (3) |
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Sharing your remarketing list |
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318 | (1) |
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Placing and Managing Your Ads |
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319 | (4) |
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Measuring Clicks and Results |
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323 | (3) |
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Looking at campaign information |
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324 | (1) |
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325 | (1) |
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326 | (2) |
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Creating a Call-to-Action Overlay |
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328 | (3) |
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Chapter 14 Mining the YouTube Goldmine |
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331 | (22) |
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332 | (8) |
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Setting up YouTube monetization |
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333 | (2) |
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Linking your channel with AdSense |
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335 | (1) |
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Creating your AdSense account for YouTube |
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335 | (3) |
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Setting up AdSense monetization |
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338 | (2) |
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Analyzing Ad Performance with YouTube Analytics |
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340 | (7) |
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Getting your YouTube ad information |
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340 | (1) |
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Seeing which metrics are offered |
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341 | (1) |
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Analyzing your ad performance |
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342 | (2) |
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Determining your estimating earnings |
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344 | (3) |
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Managing AdSense for YouTube |
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347 | (3) |
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Reconciling AdSense earnings data with YouTube Analytics |
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348 | (1) |
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Adding AdSense controls and reporting |
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348 | (2) |
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Making Monetization Adjustments |
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350 | (5) |
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Looking at key ad-serving metrics |
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350 | (1) |
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Managing monetizable ad inventory |
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351 | (2) |
| Part V: The Part of Tens |
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353 | (18) |
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Chapter 15 Ten Key Steps to Improving YouTube Search Results |
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355 | (8) |
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355 | (2) |
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357 | (1) |
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Understanding Working Titles |
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357 | (1) |
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Optimizing Thumbnails for Viewer Session Time |
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357 | (1) |
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Managing Video Descriptions |
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358 | (1) |
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359 | (1) |
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360 | (1) |
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360 | (1) |
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Understanding Channel SEO |
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360 | (2) |
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Avoiding Misleading Metadata |
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362 | (1) |
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Chapter 16 Ten Things to Know About Copyright |
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363 | (8) |
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Remember Who Owns the Copyright |
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364 | (1) |
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Attribution Does Not Absolve a Copyright Violation |
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364 | (1) |
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365 | (1) |
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The Profit Motive Is Irrelevant |
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366 | (1) |
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Getting Permission for Using Copyrighted Material |
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366 | (1) |
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367 | (1) |
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Don't Let Copyright Issues on YouTube Lead to a Strikeout |
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367 | (1) |
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368 | (1) |
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YouTube's Robots Are Good at Finding Copyright Infringements |
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369 | (1) |
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Copyright Is Not Forever, But It's Likely Forever Enough for YouTube |
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369 | (2) |
| Index |
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371 | |
