YouTube Subscription Revamps And What They Mean for Your Business

Facebook did it. Twitter did it. Now YouTube is doing it. Tweaking, updating, and making your favorite video picks easier to find and share.  For those who are unfamiliar, over 2012 and through December YouTube revamped their website to help improve navigation and usability for users. YouTube changed their current format in order to make it easier for the customer to view the various films and videos that your company delivers.  In short: Instead of surfing around the site, YouTube is bringing your favorite videos to customers via subscriptions.

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The Basics: How a YouTube Subscription Works

First, the customer signs up for a subscription on YouTube.  Once completed, they start getting emails from YouTube regarding any and all the updates from the sites they chose. For example, if a viewer signs up for a subscription to the user named NNetwork, and NNetwork adds a new video to the YouTube site, the viewer will automatically receive a notification via email of that update.  A subscription to YouTube also gives you the ability to rate and download your subscribed videos.

One of the biggest changes in this new revamp is that the Subscription button is now everywhere; not just on the homepage.

The YouTube Changes and Why They Matter

In the past, YouTube placed a GUIDE on their homepage, which worked to organize. When a user added his/her subscriptions to the guide, it organized his/her picks and favorites to eliminate the search process.  Now YouTube has gone one step further and allows users to take their subscription filled guide across all devices (Androids, iPhones, Google TV, and even PlayStation 3).

Similar to what Amazon.com does, the Guide also suggests what videos you may want to watch based on past viewed favorites, and YouTube also shares what your friends are enjoying.

So if you subscribe to your favorite channels, the Guide will alert a user:

  • When there are new videos available
  • Suggest you subscribe to new channels based on your old picks
  • Letting you know what your friends are sharing
  • As well as having your Guide available on your other devices.

When it comes to delivering your company’s content via YouTube, the changes were a bit more important than they may seem at first glance.

Effect on Video Marketing and Your Company’s Deliverability

For those of you who use YouTube to video market, a detailed explanation can be found on the YouTube Creator Blog.   The person responsible for YouTube’s new layout is Alandha Scott.  Referring to video marketers and creators, Scott says, “The new site design will help you build a bigger, more connected audience by improving new channel discovery, simplifying subscriptions, and keeping your fans plugged in and aware of your new videos no matter where they are.”

Scott is, of course, referring to the availability of new You Tube videos on all devices.  So if you’re with your friends at dinner or a drink after work, you may be alerted to a new video per one of your subscriptions.  You share it with the group.  They love this new video, and some of them subscribe to your channel as well.  This subscription is made easier because the subscription button is so readily available on every page.

In other words, by making your subscription available on your mobile devices and making it easier to subscribe the effect of your new video is exponentially increased each time a new video is viewed.

Some Statistics for Thought

The CEO of YouTube and Senior Vice President of Video at Google Salar Kamanger says, “If you see a dog on a skateboard video, the CPMs, the cost per thousand impressions, are about $2. Now, if you package that as a part of a dog lover’s channel or a skateboarding interest channel, that same video can command a $20 CPM.”

Currently, there are 300 million users that view YouTube each month.  That’s 10 million a day.  With this new layout, YouTube may increase this number as well as increase ad revenue by TEN. Mind boggling.

Do you have a personal experience with the new YouTube and getting your information to potential customers? In the comments below, let us know your story and tell us whether or not the new YouTube has made a difference for your videos.

Amanda DiSilvestro gives small business and entrepreneurs SEO advice ranging from keyword density to recovering from algorithm updates. She writes for the HigherVisibility.com, a nationally recognized as one of the best search engine optimization firms

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Amanda DiSilvestro gives small business and entrepreneurs SEO advice ranging from keyword density to recovering from Panda and Penguin updates. She writes for HigherVisibility, a nationally recognized SEO firm that offers online marketing services to a wide range of companies across the country.

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