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One of the most popular YouTube videos is the type that teaches you how to do something Whether you re looking for guitar lessons, improved gas mileage, or lessons in giving a good haircut, you re bound to nd what you want on the site We met Steve the Austrian Barber on YouTube and learned that he uses YouTube to promote his eBay business He posts demonstration videos for different men s haircuts on YouTube and sells on eBay the DVDs and clippers do-it-yourselfers would need to actually cut hair at home I sold in pre-YouTube time, too, Steve told us, but now it s easier and I get more page impressions than before, and sometimes more money You ll find an example of Steve s work by searching YouTube for his channel ausbar When we checked, he had nearly 100,000 channel views Perhaps our very favorite YouTube teacher is Kip Kedersha, known on the site as Kipkay Kip, shown in Figure 2-7, has filled his channel with how-to videos that include such intriguing
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F I G U R E 2 - 7 : K I P K E D E R S H A , K N OW N O N Y o u T u b e A S K I P K AY , H A S T U R N E D H I S C R E AT I V E D O - I T - Y O U R S E L F P R O J E C T S I N T O A UNIQUE YouTube-FUELED BUSINESS
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subjects as how to double your gas mileage, how to escape from a professional set of handcuffs, how to chill a can of soda or beer in under two minutes, and how to turn red traffic lights green Kip has a long and illustrious history as a tinkerer and do-it-yourselfer Now he s finding success with his videos on YouTube as they generate advertising revenues and rack up the views Kip was kind enough to allow us to share his top ve favorite tips for video success
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1 Know your market Who are you trying to appeal to The easiest way to determine this is to look at what the most viewed or most popular videos are on the site to which you re uploading That will give you a pretty good idea of who your target audience is and what kind of content they like There s really a wide range of tastes out there, and you might be surprised at the diversity of genres that have quite a large audience 2 Create a great video This includes a good story, audio, lighting, and editing On the Web, less really is more you only have a few seconds to capture the audience s attention, so engage them right away and get to the point quickly Production value is also important Not everyone is a professional videographer, of course, but do the best you can Research different video techniques Try to learn as much as you can about video production Solicit feedback from your friends and family it s always useful to see your work through the eyes of a first-time viewer (especially after you ve been engrossed in a project for a
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while) And practice you really will see marked improvement in pretty short order 3 Make a good rst impression When viewers are sur ng a video site, they make decisions about what to watch based on a video s description and thumbnail image Both of these can make or break the success of your video In order for people to click on it, there has to be something that draws their attention and you ll only be successful if that first impression is an accurate representation of what they re going to get once they start watching A description that quickly tells the general story in the least amount of words is best Think of it as a headline to your video If you have the opportunity to select a thumbnail for your video, choose one that best represents the video and would attract a potential viewer 4 Be accessible, and communicate regularly If you have your own Web site, include the address in your videos or their descriptions Lots of video sites have embeddable players that can drive cross-promotional traf c from your site to theirs and vice versa Take advantage of this Also, provide an e-mail address on your site or in your videos making it easy for the people who like your work to get in touch with you helps put a human face on it This, in turn, can help drive viral distribution of your video, because people have a connection to the creator As you establish connections with people, start building an e-mail distribution list that you can contact when you have new work to share Some sites will do this heavy lifting for you through their User Channels functionality This is a great way to collect and showcase all your work in
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