CONTENTS
ACKNOWLEDGMENTS ix
INTRODUCTION xiii
CHAPTER
1 YOU TOO CAN BE A YouTube STAR! 1
YouTube and You 3
A Quick Guided Tour of YouTube 9
A Little YouTube History 21
Using YouTube for Fun and Profit 24
What I Know Now 27
Just for Fun 27
CHAPTER
2 MARKETING YOURSELF THROUGH YouTube 29
Performers 33
People in Business for Themselves 39
YouTube Teachers 46
Video Résumés: Good Idea or Bad? 49
College Admissions Videos 54
What I Know Now 56
Just for Fun 57
CHAPTER
3 MARKETING YOUR COMPANY ON YouTube 59
What Types of Videos Work Best? 62
Do YouTube Views Equal Revenues?
How Can Your Company Use YouTube? 77
What I Know Now 82
Just for Fun 83
CHAPTER
4 CREATING YouTube VIDEOS 85
Here’s What You’re Up Against 87
Preplanning: Research and Goals, Goals
and Research 89
Storyboarding and Shooting Your Video 101
What I Know Now 118
Just for Fun 118
CHAPTER
5 PROMOTING AND DISTRIBUTING YOUR VIDEOS 119
Simple Promotion and Distribution Steps 122
Advanced Promotion and Distribution Methods 135
What I Know Now 151
Just for Fun 151
CHAPTER
6 YouTube: YOUR NEW REVENUE STREAM 153
YouTube’s Partner Program 154
Redirecting: Selling Something
via Landing Pages 156
Video Advertising 162
Leveraging Your Videos 168
Promotional Sponsorships 175
Check out YouTube’s Screening Room 178
YouTube’s Competitors Want You 179
Assessing the Research and Goals, Goals
and Research of Your Videos 180
What I Know Now 182
Just for Fun
7 OTHER VIDEO-SHARING SITES
AND THE FUTURE OF YouTube 185
Broad Coverage Sites 187
Niche Video-Sharing Sites 197
What about Your Own Site? 205
A Multiplatform Strategy 206
Search for Tomorrow—What Lies Ahead
for YouTube 207
What I Know Now 213
Just for Fun