Youtube PR - bài tập - Tài liệu tham khảo | Đại học Hoa Sen

I. DECRIBE THE TOOL
YouTube is a free video sharing website and social media platform owned by Google.
Originally created in 2005, YouTube is now one of the most popular sites, with more than
one billion users and 6 billion hours of watching video every month. Youtube is for
everyone, whether you’re an individual looking for a creative outlet or organizations
promoting marketing campaigns.
Unlike other platforms that require registration or account login, Youtube allows
everyone to watch videos. By accessing to the youtube.com link, you can watch
suggested videos or searching for ones. But it is still best to create a personal youtube
account to be able to upload unlimited videos and interact with youtube videos by
pressing the like button, sharing and leaving a comment.
At the landing page, you can see the series of recommended videos that take up the
majority of the screen and a small column in the left corner that houses the features of Youtube.
At the homepage, you can watch and search for a variety of video genres such as music
video, film, tutorials, vlog, mukbang, etc., with lots of interesting content for different
user purposes such as entertainment, learning how to do something, for keeping up with
their favorite artists' latest music video and more. There's even a content recommendation
bar for you if you don't know what to watch or you can click Explore to refer to the most
watched trending videos. This platform also makes it easy to save videos you want watch
another time to your Watch Later list or organize as well as group them together at Playlists.
One of the most prominent features that YouTube has created for content creators is the
posting of videos that are staged by themselves on personal channel. All you need to do is
click on the camera icon, select a video saved in your computer data, fill out the
necessary fields such as topics, keywords, description and that's it.
If views measure the attractiveness of a video, the number of subscribers is a measure of
the popularity of Youtubers. The higher the number of followers, the more people love your channel.
YouTube has expanded its basic video platform to include several other forms of video
entertainment and interactivity:
 YouTube Premium: Formerly YouTube Red, YouTube Premium is a subscription
service that brings an ad-free viewing experience to all of YouTube, including all
videos, YouTube Music, and YouTube Gaming.
 YouTube Movies & Shows: Watch the latest shows and movies legally on
YouTube for a small rent or buy fee.
 YouTube Music Premium: Listen to music on YouTube without ads, offline, and
when your screen is turned off.
 YouTube Gaming: Enjoy both live and on-demand video gaming content.
 YouTube Live: Broadcast yourself live on YouTube. II.
What makes this tool social?
First, it's free so everyone in society can access it without spending money to
download. Because of being an global platform so that it can serve many countries
with many language groups corresponding to different cultures. There are more
than 76 different languages for Youtube, it helps users to navigate, reach every
time they watch and listen, create content, share videos in the language they are
fluent in. Using more than 76 languages, YouTube helps to optimize the content of
each published video, thereby creating the ability to reach a very large number of
viewers - listeners on a global scale. It is an important basis for brands and
businesses around the world to use YouTube as an advertising, marketing and
customer communication address.
An recent survey shows that more than 90% of social network users prefer the
viewing experience to reading. They say that this is a faster and more effective
way to receive information than reading articles like blogs or print thanks to
realistic sound effects and vivid, beautiful images.
On the other hand, more and more people love to create content with images, so
the competition in this environment is quite high. That requires creators to try to
make themselves stand out from thousands of videos with unique, viral and
attractive topics. Thanks to that, the videos on Youtube are not only diverse in
genre but also invested in quality both in terms of images and transmission content.
Youtube is also a lucrative market for those who want to earn income from online
channels. With just a phone that can record and a bit of basic video editing skills,
you can also become a famous Youtuber if the content you deliver to viewers is
really interesting and useful. In addition, you can also make money from receiving
sponsorships from brands or a little commission through clicking purchases from viewers.
If the motivation of Facebook use is communication or Instagram is where save
and organize photos for photographers, Youtube most focused educating and
sharing personal experience to community is in the form of videos with unlimited
duration and content. From there, creators can present their ideas in detail and
completeness. In terms of marketing, long videos allow advertisers to put more of
their ads in, which in turn also makes YouTubers more money from ads. Some ads you can see: • Display ads • Overlay ads • Sponsored card • Skippable video ads • Non-skippable video ads • Bumper ads • Mid-roll ads
Videos on YouTube can be accessed by media representatives, customers,
prospects, investors and potential business partners.  Product promotional videos 
Trade or industry event preview or recap videos 
Company executive interview videos  Customer testimonial videos 
New product or service offering announcement videos 
New partnership announcement videos 
Photo collage videos highlighting key messages, products, projects or other accomplishments
YouTube gets it right for its creators through gamification and recognition of
effort. YouTube currently offer three awards for their creators for reaching certain
milestones: a Silver Play Button (100,000 Subscribers), a Gold Play Button (1
million Subscribers), and a Diamond Play Button (10 million Subscribers). III.
What are the strengths of the tool? With users: 1. FREE TO USE
You can easily use this website without having to make any purchases. It is
free to use and free to download from the Galaxy Play or App Store.
2. Video is Mobile Friendly
With many people using smart phones, video is a great platform to reach
them. YouTube is highly optimized for mobile devices and the majority of people are already using it.
3. GIVES YOU THE OPPORTUNITY TO EARN MONEY THROUGH YOUR VIDEOS
With YouTube, you can earn money for your views. If your video has a lot
of views, it will attract ads to appear on your video and Youtube will pay
based on the number of people watching the ads. So what you need to do is
turn on the monetization mode on Youtube by creating a Google AdSense account.
Aside through advertising, there are different ways you can earn money
through YouTube. This can be done through:  Affiliate Links  Sponsorships  Merch and Products  Selling Digital Products  Offer Services  and much more 4. EASY TO USE
YouTube is easy to use for everyone, even if you don’t have any computer skills.
5. AN EASY WAY TO SHARE INFORMATION
With YouTube, you can share a good amount of information to a lot of
people in a short time. You can also share information in an entertaining
way. This can be in the form of:  Videos  Music  Comedy Sketch  Video Animation
Like other social media platforms such as Facebook or Instagram, you can
now upload Youtube stories, polls or post updates which can help
tremendously with engaging your audience. For example, you could do a
poll on which topic your viewers would like to see next, which not only
gets your audience involved but lets you understand what people want to see from your channel With PR people
1) Large, Captive Audience
There's no doubt that YouTube has a massive user base, just waiting
to be tapped into. The website is the second most visited website
after Facebook. There are 48 percent of marketers that they will
choose YouTube as a content delivery channel in their marketing strategy in the next year
2) You Don’t Need a Huge Budget
While there is some merit in having certain types of videos produced
by professionals, not every video needs a 6 figure budget. You can
create effective videos of lectures, demonstrations, and more quickly
and easily with minimal video equipment. Most company videos can
also be created with little to no cost.
3) Engaging Interactions
YouTube videos can extend the reach of promotional messages in an
engaging and interactive way. Because people respond well to visual
cues, and video is a perfect method for capturing the emotion and
physical attributes of what you’re promoting.
4) Drive Clicks to your Website
Adding your website link onto your profile page and/or within the
descriptions of each video you post, therefore, increase the traffic to it
5) Build relationship with Influencers
In recent years, the surge in the popularity of YouTubers or, as they
are also known, “vloggers” (video bloggers) has developed into
somewhat of a phenomenon in which some YouTubers have now
superseded actors, popstars, and models as today’s young
generation’s favourite celebrities.
The reason why many viewers judged Youtubers to be more
engaging, extraordinary and relatable than mainstream stars, who
were rated as being smarter and more reliable. Almost enjoy an
intimate and authentic experience with YouTube celebrities, who
aren't subject to image strategies carefully orchestrated by PR pros.
Therefore, many brands and organisations have since discovered the
potential opportunity to monetize these phenomenons for their own purposes.
Brands may send out new product launches to YouTubers as free PR
samples in the hope of them promoting them on their channels. In
addition, influencers can make video tutorials and share their
reviews about the product. Such collaborations of brands from
different backgrounds with popular YouTubers have now become a
common occurrence on the platform. IV.
What are the weaknesses? 1. EVERYTHING IS PUBLIC
YouTube is a public social media platform. This means people don’t need to create an
account to see any of your videos you publish on your channels. Also, anyone can post a
video. This can cause copyright issues, and there could be issues with privacy invasion.
2. YOUR ACCOUNT CAN BE DISABLED WITHOUT ANY REASON
If you are in breach of the rules YouTube has, your account can be disabled. This can occur if:
 The content you are publishing is in breach of the Terms of Service and
Community Guidelines that you need to agree to create a YouTube Channel.
 You continue to act in predatory behaviour towards other people. Examples of this
behaviour are harassment, sexual comments, and spam.
 Your videos are repeatedly reported for claims of copyright infringement.
Your account can be disabled when copying someone’s video idea, or when making a
video which doesn’t comply with the terms and conditions. YouTube has the right to
delete or disable your channel without any reason provided. This will cause the big issue
if your brand build a big channel and then be disabled by Youtube.
3. ANY ADVERTISER CAN PUT AN ADD ON YOUR VIDEO
This means that even your competitors can run an add on or near your video, which can hurt your brand.
There are discerning disadvantages of Watching YouTube Videos which are plenty of
commercials. Audience can skip to the main content, but audience are often forced to
watch commercials worth 15 to 20 seconds. This is not only time waster but also
frustrating at times. Another problem with YouTube is that customer have to pay for it if
they want to view ad-free videos.
4. UNIDENTIFY INFORMATION
The abundant of information, weakness are also outweighed. Within a large source,
Youtube genuinely hard to identify information of video. Additionally, lots of video are
not completely censorship. Many cristics point out that youtube videos cotaining violent,
riot, anti, inappropriate content. YouTube is a public social media platform. This means
people don’t need to create an account to see any of your videos you publish on your
channels. So that, your customer can easy be affected by the large and unidentified information. 5. LOTS OF DISTRACTION
The platform updates new content every second where it’s hard to stay away from
interesting and entertaining videos. Once you start watching Youtube videos, you will
continue to watch more in the “Related Videos” section.
According to collective research, distracted when seeing a video is a global epidemic.
Distraction is among the common Disadvantages of YouTube for all viewer of YouTube
special destroy students, drivers, or workers. It also can be disrupt the transmission of your Brand Video Content.
6. LOTS OF BAD INFORMATION
The type of content uploaded on YouTube is pretty much getting out of control these
days. The number of people uploading videos has increased in the last five years; it’s
getting difficult for viewers and YouTube to scrutinize the content. As YouTube is a free
and easily accessible platform to everyone, kids get attracted to watch videos that contain
obscenity and abusive language.
Where it’s a tool to get noticed publically, some unscrupulous people can use YouTube to
ruin the public image of others. People have started to look to YouTube as a promising
social media, especially for the last five years.
However, YouTube also enables people to do social interaction. As they interact, any
expression that happens might also be cyber-bullying. The easiest way to reach a person
on YouTube is through the comments section.
Unfortunately, many people misuse this platform for spreading hate and chaos through
content-triggering unrest among users. This happens even if Google asks people to keep
the comments respectful.The use of explicit graphics and words is quite common these
days. Such content can only be removed when someone reports about it. Usually,
YouTube acts faster against reported copyright issues. These can be dire disadvantages of
brand because watching YouTube videos now for viewers specially parents is a negative
platforms which can destroy awareness of people – specific is children.
7. TAKES TIME TO BUILD BRAND
It takes a lot of time and effort to build a large audience. YouTube has a lot of people
watching and a lot of people creating.
Breaking through the noise is harder than you think. You can’t just create a few videos
and expect to be successful. You have to consistently create amazing content that’s
optimized for the algorithms to stand a chance. There’s a reason why the most successful
YouTubers do YouTube as their full-time job. 8. HIGH COST
In order to shoot YouTube videos, one needs proper equipment, lighting, props, cast,
video editing tools, etc. All of this demands an upfront investment of money. Production
of videos can be costly, and small businesses don’t always have marketing teams and
financial resources to create content across multiple channels. Even with the financial
resources, video production takes far more time than simpler marketing forms like
Instagram posts. Your videos might hit, or they might miss. You can’t guarantee a ton of
eyes will see your videos without spending money to market them further. If you have
the time and financial resources to dedicate at least six months to regular video creation,
give it a try – for many businesses, it pays off big.”
9. FREQUENT FLATFORM CHANGES
YouTube Ad Platform is ever evolving and undergoes frequent changes. New features,
functionalities, and nuances are added to the platform at least once every 2 to 3 months.
This requires the advertiser to be constantly on his/her toes to stay updated with the
changes and incorporate those in the marketing strategy. There are many other features in
YouTube which according to me are simply awesome but the above points that I have
mentioned, stand out to me the most.” YouTube can lead to burnout. High-profile creators
consistently say that YouTube can be demanding. You’re constantly creating more videos
and often longer ones, to satisfy an ever-changing algorithm. V.
Do you plan to use the tool in the future? Why or why not?
Surely, I will use YouTube as a social media tool for pulic relations.
Due to the fact that, Youtube is a popular social media and long-term using. Furthermore,
there are so many products have been publicly advertised by Youtube. In order word,
Youtube own a large viewer. Since Youtube has range of well policies for advertising as a
tool to make video more popular.
Youtube advertising is one of remarkably of this social media, it brings our own video
expanding. In addition, Youtube will categorize our video and add in the video involved
with our content which makes our video gaining more views here are some reason: 1. Powerful Branding
Video is a fast and effective way to convey brand messages. People respond well to
visual cues, and video is a perfect method for capturing the emotion and physical
attributes of what you’re promoting. 2. Show, Don’t Tell
Video is a great way to demonstrate concepts that are not easily explained in text form.
Show your students through screen capture videos, live demonstration or even drawing on a white board.
3. Get Message to a Wider Audience
Not only is YouTube the most popular video platform on the planet, videos themselves
are highly shareable. Consider how often you see videos pop up in your Timeline on
Facebook, or in your Twitter feed. How often do people email you videos? Video can be
spread far and wide very easily. 4. Quality message
The product is proper. Brand can create effective videos of lectures, demonstrations, and
more quickly and easily with minimal video equipment. This kind of message will
effective with audience than just word or static image content. It really easy to trigger
audience see brand advertising or PR information. Conclusion
Depend on the analysis of the video, it is concluded that using Youtube in Public Relation
gives a significant effect to make the audience to understand the content or the occasion
about the material that Brand want to express. Public Relation cannot leave YouTube
outside the public relation process as it offers all the advantages of having more
valuable and sensational express information experience.