Let’s talk about YouTube.
We could talk about VidCon, which sold out 12,000 tickets a month in advance. We could also talk about the over-dramatized and sensationalized YouTube vs. indies misinformation war. However, it’s so much more constructive to focus on growing your audience, serving your audience and monetizing your audience. Not only is YouTube is the largest streaming music service in the world, it allows you to use video to connect directly with your fans in almost any way you can imagine.
I hear you: “But I’m on YouTube and I’m not getting any views!” Here are five of the most common reasons why your YouTube videos may be getting ignored:
YouTube is by far the largest platform for online video viewership in the world. But frankly, it wouldn’t be anything without its creators. That’s why in a keynote at Vidcon, the company announced a wide range of new tools for the people that upload videos to the platform, all in the hopes that it will allow them to be more… creative?
For the creative community, the keynote was largely a preview into the future, as YouTube Director of Product Management for Creators Matthew Glotzbach and VP of Engineering for Creators Oliver Heckmann showcased features that would mostly be considered “coming soon.”
That decision to preview upcoming changes was intentional, as YouTube creators have consistently asked for more transparency around upcoming changes to the platform. After all, even features that are considered good for the overall community can still be disruptive to their workflow if they aren’t ready for them.
At the keynote, which featured new YouTube boss Susan Wojcicki, the key themes were helping creators making videos more awesome, reach a wider audience, and grow their businesses.
Here’s a quick rundown of the new creator tools and how they’ll help:
ARTISTS / LABELS: Join ONErpm’s premium YouTube network and earn more money! Email firstname.lastname@example.org to get started.
Here’s a very interesting article from Matt Gielen of Frederator Studios discussing tips for creating “thumbnails that will be clicked.”
Thumbnails are the most important aspect of any video’s release, other than the content itself. Seriously. This is because thumbnails, in combination with titles, are often the biggest deciding factor in whether or not a person will click to watch a video.
Due to their overwhelming importance, we at Frederator have put together a guide for creating thumbnails that details the principles and tactics we use when crafting our own thumbnails. These are insights gained from conversations with creators, reading the YouTube Playbook, and countless experiments with various design types, all while measuring the click through rates and performance of our thumbnails through YouTube’s TrueView advertising.
Where we live plays a major role in how we listen to, buy and engage with music, according to a Nielson study. For example, music fans in the Pacific region of the U.S. make up the largest group of subscription streamers in the country. However, the Mountain region has the highest overall listening rates across the country when factoring in all platforms.
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Rdio is broadening its global footprint by launching into 9 new countries across Asia and Europe. The music streaming service is now available in 60 countries worldwide.
The service, which boasts a catalogue of more than 25 million songs, is available on desktop, smartphone or tablet and can be accessed either for free, or for a monthly fee that ensures ad-free listening.
Already available broadly across Europe, North and South America and the Asia-Pacific, Rdio has announced a further expansion into nine new territories, including the Philippines, Indonesia, Thailand, Singapore, Greece, Croatia, Cyprus, Slovakia and Slovenia.
Rdio has also announced that it will match this rollout into new regions with “an emphasis on the incorporation of a local repertoire of music in these territories”. And for those who want to get a taste of Rdio’s international flavour, the streaming service has created “Rdio’s 60 Countries 60 Streams” playlist, featuring one track from each country that the service is available in, including “chart toppers, unforgettable classics, hometown anthems and Rdio favorites”.
Speaking about the expansion, Rdio CEO Anthony Bay was positive about the company’s growth.
"We’re thrilled to have been able to expand from two to 60 countries in less than four years, while also pairing this rapid growth with regular catalogue increases reflective of the amazing and distinct music that impacts the culture of each country we serve."
Social media is the cornerstone of your music career. It’s what lets you stay in touch with your fans. However, it’s hard to find a balance between social and promotional – after all, you still need to sell your record or tickets to your show. Here’s 10 secrets to help you find that social media balance.
Socializing is, by nature, a two-way exchange. Try holding a conversation with someone with your ears plugged. Social media is talking with your audience! There are other tools out there for talking at an audience. Make it a habit to read comments and messages. You’d do the same on your personal accounts, wouldn’t you? By listening to your fans you could also get valuable information like what new song they are digging the most or what they liked about your show last night.
2. Leverage Online and Offline
There is no one-size-fits-all solution. While some artists have managed to build their career on one channel, most of us need to find a balance of online and offline. Maybe you leverage Facebook, YouTube, Instagram, and some local shows in your area. The key is to think about how you can send fans from online to offline and visa versa. You need to create a flow.
All the rage, at least with regards to income from digital music distribution, has been centered around YouTube monetization. However, the problem is that many artists are misinformed on even the basic strategy about obtaining more views and subscribers, which ultimately leads to more income.
We stumbled upon a very informative case study from Flight Drummers on how they were able to build their YouTube subscriber base and capture 500,000+ views in a 10 month time frame.
Check out the entire article below and see if you can adapt some of their strategy to help improve your results!
As an avid marketing blog reader, my inbox and Feedly are constantly filled with fantastic marketing techniques on Google+, Twitter, and Facebook.
Although I use these social media sites heavily, I’d like to bring in another extremely powerful (often overlooked) marketing platform to the table—YouTube.
At the beginning of 2013, my business partner and I decided to attempt a different marketing tactic for our (slow) growing drumming education company, Flight Drummers.
We constantly used Facebook and Twitter as our prime marketing resources, but it was soon apparent that the dream wouldn’t last long if we didn’t pick up more traffic or make more sales.
That month, we studied our competition hard and realized that Youtube was a rare marketing commodity in the drumming industry. Sure, a majority of drumming education companies had Youtube channels, but the view count, subscriber count, and interaction was minimal.
Seeing as this was a difficult marketing strategy for competition in our niche, we decided to capitalize on their weakness by filming some Youtube videos.
The following month, we geared up, filmed, edited nearly 70 videos, and began harnessing the true power of Youtube.
Within three months, we had accumulated more than 100,000 Youtube views with 1,800 subscribers, and by month 10, had generated 500,000+ views, accumulated a Youtube subscriber base of more than 8,400 people, and established paid members in 14 countries—primarily through Youtube.
Despite our current success with Youtube marketing, it wasn’t until we began following these eight steps, that we began to experience 2,000-3,000 views per day (5,000-7,000 views on release days) and a highly interactive subscriber base.
For over four years now, we’ve been somewhat mystified by the hatred from some musicians and labels towards streaming services like Spotify. The general complaint seems to be that “it doesn’t pay enough,” but “enough” is often at ridiculously high standards. I’ve now seen three separate analyses that show that, on a per listener-per play basis, Spotify pays more than any other source. The problem, it often seems, is one of expectations. Part of it is simply that musicians seem to forget that their labels take a giant chunk of their earnings, and that the payments that eventually trickle down to musicians are often months or years late. Also, those doing the complaining often seem unable to comprehend that these services take time to grow, and as they grow, the payouts get bigger and bigger. But the biggest mistake of all seems to be the idea that not having your music where your fans want it is somehow a good idea. We’ve pointed out repeatedly that making music disappear from where people are looking for it only harms the musicians.
Furthermore, as we’ve seen over and over again, as these services get bigger and start to catch on, artist are realizing all sorts of ways they can profit from them. Two recent examples are quite handy. First up, we have independent musician Ron Pope (music here), who has written a fantastic piece for the Huffington Post about just how wonderful Spotify has been for his career.