YouTube’s Response to Building a Web Brand
July 2, 2008 11:40 AM
Yesterday I posted a column urging Web video creators to focus on building their own brands for their Web shows, not YouTube’s. You can read the column here.
Yesterday evening, YouTube spokeswoman Julie Supan emailed me her thoughts on the piece. In the interests of transparency, I’d like to share her comments with you. I also told her I would be doing so and she was cool with that.
Here’s what YouTube says about building a brand for a Web show.
“In my opinion, you make some good points about brand building (being a marketer), but I’m not sure you presented a full, balanced case for your argument. Brands need to use all the resources on the Web to build value and audience. YouTube is one of many distribution channels for size and reach as well as advertising potential/impressions. As Jordan [Hoffner, YouTube director of content partnerships] mentioned when you met with him, capturing all audiences wherever they are is the way to go—a multiplatform strategy with your site only being one of many distribution channels. You cannot dismiss the people who ‘surf and look around,’ as they could be a new audience rather than those that already know what they are looking for. Again, each strategy has a unique approach.”
She does make a good point about people who surf on YouTube and find new shows that way.
So yes, I think creators should have their videos on YouTube as part of a super-distribution strategy. But I still contend the best bet is to build your show’s brand so viewers will watch on your site, or via RSS, or on iTunes.
What do you think?