Inside Online Video

YouTube Reveals Plans: Analytics, Editing, Recommendations

by Mike Abundo on February 14th, 2008

Just in time for YouTube’s third anniversary, Deep Focus CEO Ian Shafer shares notes on YouTube’s Videocracy event in NYC last night.

For Content Partners/Creators
Get ready for active sharing.
Get ready for upgraded video editing tools.
YouTube will be launching video recommendations based upon your viewing preferences (like Amazon Recommendations).
Content will be distributed on multiple platforms, from mobile to TV (Steve Chen is excited about content on really, really big TVs).

Tips for content creators:
Understand user behavior. Use YouTube’s channels. Engage and participate by being active, i.e use the comments! Extend the popularity of your content by speaking authentically to your audience.

For Marketers
Great example from Gordon Paddison about Be Kind, Rewind’s use of YouTube.
But the real news was YouTube’s announcement of an impending launch of advanced analytics tools. You’ll be able to see where video views are coming from (geographically and site-wise), as well as many other data points. This will be a huge help to advertisers trying to extract more success metrics and data from their YouTube efforts.

Tentpole Content Initiatives
* The YouTube Games — some kind of takeoff on the Olympics. Looks to be a kind of wacky wide world of weird sports.
* Living Legends — content featuring, well, living legends. The first legends featured will be The Rolling Stones. This looks pretty great.
* The YouTube Global Gathering — simulataneous events worldwide, broadcast on YouTube.

There’s been some real clamor for advanced YouTube video analytics in the face of cheating on YouTube. Wonder if YouTube video analytics will filter to Google Analytics the same way YouTube SERP thumbnails filtered to Google Video Sitemaps.

YouTube’s related videos function is what makes it so horribly addictive. With personalized recommendations, you may as well call it CrackTube. As on Amazon, a recommendation engine will make the Long Tail of YouTube’s offerings even longer. It will also cause me to spend even more ridiculous amounts of time on YouTube.

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POSTED IN: YouTube