In short: YouTube is Google's video platform for publishing, searching, watching and paid distribution of video.
How I use YouTube in practice
I use YouTube as one part of acquisition. Before launch I define whom I do not want to reach, what evidence the offer needs and how I will recognise a relevant response. I monitor search queries, placements or comments by channel and feed the findings back into content and the offer.
What to watch
A cheap click or large reach is not success by itself. On YouTube it is easy to optimise activity that brings the wrong customers. Be careful with automatic platform recommendations without knowing margin, capacity and brand limits.
Questions for decisions
- Whom do we want to reach and whom should we exclude?
- Which offer or message hypothesis are we testing?
- What happens after the first response and who owns that step?
- Are we measuring customer quality or only channel activity?