On Tuesday, April 10, we hosted a #ConnectChat featuring Kevin Nalty (@nalts), the only career marketer who doubles as YouTube “weblebrity.” He is one of the most viewed comedians on YouTube, with 235,000 subscribers and more than 1,000 videos seen more than 236 million times (more than 5 million monthly views). His “Scary Maze” and “Cute Kitten” were viewed 35 million times each.
Kevin shared some excellent advice regarding how to get started with marketing yourself or your brand on YouTube. If you've never used YouTube as a marketing tool and would like to start, then this recap is a must read.
ProfNet: Welcome & thank you for joining today’s #ConnectChat with @nalts. This is Evelyn Tipacti, taking over @profnet for our chat. Our guest today is Kevin Nalty, the only career marketer who doubles as one of YouTube’s most-viewed creators. He is also a marketing director at Janssen Pharmaceutical, a Johnson & Johnson company.
nalts: Bring on the questions to the "Viral Video Genius." :) follow #ConnectChat and join the fun!
ProfNet: Today we'll be focusing on how to market yourself on YouTube. Hi, Kevin! Thanks for being our guest on today's #connectchat. Please tell us about the work you do and some more about yourself.
imagewords: What's the absolute best way for independent retailers to build in-store traffic using YopuTube as a promotional tool?
nalts: Great question. Local is difficult, but how about rolling camera on willing customers and posting their stories?
ProfNet: Hello @imagewords! Thanks for joining #connectchat.
imagewords: LOVE it. Make it about them, not just you. Always a great strategy.
ProfNet: RT @katwife: Okay there are keys to a great press release or pitch letter, what are the keys to great viral video?
nalts: Viral needs novelty, surprise, curiosity, humor, shock, topicality (and edgy helps). Oh and cute kids/animals!
ProfNet: Just a reminder that if you're asking a question, please make sure to include the #connectchat hashtag with your tweet. Thanks!
nalts: Folks- answering questions next hour about online-video marketing and creation. Ask away and use #connectchat tag, please.
ProfNet: Why is YouTube important to individuals, marketers & media?
nalts: @itsnickf Peeps via @profnet are asking questions about viral video and using the #connectchat to make it easy to see Q&A.
katwife: So how does a pharmaceutical company create edgy, fun, cute, videos that go viral and not offend?
imagewords: Free. Fast. Simple to share. RT @ProfNet Why is YouTube important to individuals, marketers & media?
nalts: Know the medium (watch), be authentic, know audience, be human (not corporate) and make it valuable to viewers.
nalts: @katwife No doubt it's hard for many pharmaceutical companies to be viral in that regard. But educational? Motivating? Real? Possible.
ProfNet: Welcome, @katwife!
imagewords: Have PR firm. Binge on YouTube for clients. Want to do more self-promotion regarding work/expertise. Any ideas?
nalts: Clients can be nervous about the tube. Give them a safe start by using existing video which helps on SEO.
ProfNet: How do you market yourself on YouTube? What's the first step to take for someone who has never done this?
nalts: Go slow, engage community, reply/comment, find unique voice. I have a free eBook on this: scr.bi/FreeYTtips
Katwife: @ProfNet Thank you! @nalts what are 2 of your favorite videos you did and why? What have you done for pharmaceuticals recently that you like?
Imagewords: Thanks! Want to do more YouTube promos for @imagewords but seem to procrastinate on SELF-promotion. Love your ideas.
ProfNet: What makes something viral, and why to approach it realistically and cautiously?
nalts: Viral is really rare so the trick is keeping costs down and trying lots of approaches. Crowdsourcing helps.
itsnickf: How do you grow your audience for your videos?
nalts: Audience development: find niche, collaborate with similar people, meet IRL, try to interact with audience, and post REGULARLY.
ProfNet: Hello @itsnickf! Welcome to #connectchat.
ProfNet: What video got you the most hits and how many did you receive?
nalts: Embarrassed that this is my most viral video (erg): bit.ly/StupidKitten
And if I LOVE my own video (like my last one) it's DOOMED to... bit.ly/WontGoViral
ProfNet: Kevin, is there an appropriate video total running time?
nalts: Right length of video? With few exceptions 1-3 minutes. And better get that first 15 seconds to compel 'em.
ProfNet: What information is necessary to include in your video?
nalts: Big "it depends," but a) your identity, b) purpose, c) something valuable/fun, and "call to action" if appropriate.
ProfNet: Is there something that should never be mentioned in a marketing video on YouTube?
nalts: Never mention abortion or politics - - or Koni. Or Old Spice. ;)
I think people react poorly to those who self promote or drone on about themselves (yawn).
DonnaHBurns: What are the best ways to promote a video? Especially corporate?
nalts: "Seeding" video is an art. Send personalized messages to appropriate bloggers and ask, "Would your readers value this?"
ProfNet: Should you hire a professional videographer, or can you do it yourself?
nalts: Most don't need great production skills. Save money and time for getting the video seen. There's an inverse relationship between my production/editing and actual views. Scripts kill it.
ProfNet: How often should you post on YouTube?
nalts: Have a schedule. Weekly or Tuesday/Thursday. Don't do like I do (feast/famine). Daily is great, but difficult.
DonnaHBurns: Do animated videos have advantage over traditional camera shot ones?
nalts: I like animation lots when it has a purpose. Overused it can get impersonal or boring. It can cost.
ProfNet: Should a video posted on YouTube be filmed/scripted differently from videos played elsewhere?
nalts: It's becoming less important in the "video everywhere" era, but I'd go more organic for YouTube (versus commercial). I like when a company shows me real personalities in a kind of rough format, not a talking head with canned loops.
ProfNet: Kevin, what should people know about copyright issues (e.g., music)?
nalts: Play it safe. Get permission on music. Don't rip & post. It's not cool, and will get you in trouble with YouTube or worse.
ProfNet: What are easy ways to engage in medium for small and large brands?
nalts: YouTube is wonderful for small/mid brands! My book was written for them. www.beyondviral.com
ProfNet: Once you've posted a video, how do you get the word out?
nalts: Work just starts when it's posted. Seed. Invite comments. Share with relevant influencers. Don't spam, but share!
ProfNet: How do you maximize your YouTube marketing results?
nalts: Precise marketing ROI is tough. But engagement level and click-thru to offer are important. SEO lift is an easy win.
ProfNet: How do you make your video easier to find?
nalts: Go beyond tags. Use description box. Transcribe it, and describe key elements (red blanket library). Also- the more people engage with the video (finish it, comments/favorite) the better Google/YouTube index it.
ProfNet: How important is the title of your video?
nalts: TITLE and THUMBNAIL are furiously important to YouTube videos. Have title pose question or compel insatiable curiosity. My most-viewed videos have really good thumbnails. In a crowded space they can get you noticed. Add neon. ;)
ProfNet: What are annotations and how should they be used?
nalts: Annotations= text overlays on video. Use sparingly to link to other YouTube videos or call action. Can't link off YouTube. L
DonnaHBurns: How can you customize your thumbnail? Sometimes I don't like 3 YouTube gives me.
nalts: Sorry- only partners can custom upload a jpg for thumbnail. But you have 3 options so pick best.
ProfNet: Kevin, how is online video changing?
ErikTV365: RT @nalts: How @youtube changing: more tv-ish than community, way more competitive, fragmented, star pyramid is sharper.
editorev: MT @mikeholden: title is VERY important for being found n search engines make sure keywords u want to be found under r in title
ProfNet: Unfortunately, we have run out of time for today's #connectchat. Kevin, thanks so much for being such a wonderful guest today!
nalts: Thank YOU! And let the mutual education continue!!! :)
ProfNet: RT @DonnaHBurns: Thanks @nalts and @ProfNet! Here's @nalts ebook on how to become popular on Youtube: ow.ly/ac5a7
markcrilley: Thanks for all your advice, Kevin. It's really great that you share your YouTube expertise with others so generously.
Thanks to all who participated and retweeted portions of this #ConnectChat: @katwife @DonnaHBurns @imagewords @MinorMogul @JoshRimer @1m_4ndr3w @YouDaBroGames @spantonline @ErikTV365 @wordforge @StefanPollack @unfamouschris @itsnickf @mikeholden @Hellyers @jimrossmeskimen @bizjournalism
ProfNet, a service of PR Newswire, has helped journalists and experts connect since 1992. Writers can search the ProfNet Connect database of more than 50,000 profiles; send a ProfNet query by email to thousands of subscribers around the globe; or get timely experts and story ideas by email.