Using Youtube for Marketing Campaigns

[downtherabbithole]

Hey fellow YA-ers,

So I've started a youtube channel that, thus far, has been viewed only by my friend. haha.

But I've been watching a lot of them and looking at the videos teen girls watch, which is what my books will be marketed to. While I don't aspire to be some big youtube celebrity, I still would like a somewhat of a following of teenage girls that I talk about issues, beauty tips, etc. with. My books also tend to be very serious, so I'd like for potential readers to see a funnier side of me and feel like they can approach me with questions about my novels, the process, etc.

I guess this whole desire to have a youtube channel comes from the fact that I acted a lot as a kid and for health reasons, haven't really been able to do it as much except for small things here and there helping out friends. So I still have the acting bug, I guess!

They say 85% of the marketing process is up to you...so I'm trying to get some sort of momentum going so I'll have at least a decent following by the time my book comes out (if it ever does!).

The only thing I'm REALLY worried about is that I also want to pursue a career in academia....as a professor of Holocaust studies no less. My writing is more about serious subjects, like I said, but I worry that people in the world of academia would prejudge me as ditzy, stupid or someone that doesn't take things seriously. I guess it all depends on what you do...

Anyway, what do you guys think about all of this? I'm just curious as to what published authors think, unpublished, in between....let me know.

[BradleyWilliams]

First of all I love your question.

I think if this was twenty years ago and you were talking about a radio or television spot then yes it might permanently reflect your reputation. However, especially with the development of social networking and you tube no publicity is bad publicity. I believe they are even streaming entire semesters of MIT classes for people to watch for free now. If you sprinkle things like that through your channel. Like a link to a cool lecture or every once and a while do an in all seriousness podcast. I think you would be surprised how many teen girls are into "girlie things and still appriciate education."

I say promote the hell out of and see where the chips land.

But that is just my opinion.

[downtherabbithole]

Thanks for the insight Bradley. :)

I know teen girls are smart, for sure. And my books do cover a lot of serious topics like sexual assault, etc. so I do plan to talk about that in my videos as well. Also, once I get more people in the mix, I'm hoping to do charity projects for human rights. I'm also not trying to feign interest in anything because "teen girls like it" you know? I like make-up and fashion and movies...so I'm talking about them. I don't know much about the Jonas brothers or Twilight, so I'm not going to talk about them :). We can consider this an experiment.

And while I am interested in pursuing a career in academia, I do hope people will understand that even if you are passionate about human rights, etc., you can't spend 100% of the time thinking about it or you'd go nuts.

[BradleyWilliams]

Well said.

[inkspatters]

Well, if John Green does it...:)

[Danthia]

It never hurts to build a following. I've never done any YouTube stuff, but I imagine it's not that different from blogging. You put content out there, and hope folks come to see it. The biggest challenge (as you've found out) is getting folks to show up. You'll have to find ways to get your site out there. Be active in communities that cater to your target audience. Finds ways to let them know you have this site and it has stuff they want to see. But you'll also have to do it in a way that's not just "hi, come see my site" and you never participate in that online community. You see folks like that around here all the time, and I doubt they're very successful at getting folks to go to their sites. People can tell when it's all about self promotion.

If you create enough interesting content that it starts getting linked on other sites, then your Google rankings go up and you show up closer to the top of any web search. Then more people find out about you. And it builds on that.

I don't think there's any way to short cut it. It takes time and dedication, and most importantly -- content people want.

[shaldna]

However, especially with the development of social networking and you tube no publicity is bad publicity.


Actually I very strongly disagree with this.

It can hurt your professional advancement if you are seen to be acting infavourably in the public eye.

For instance, the job I have at the minute is interesting in terms of the guidelines I have to follow for acceptable conduct. If I started a youtube channel ranting about things I didn't like or promoting things that were considered to be in conflict with my day job then I would be fired, and the people I work for are well within thier rights to do it because I am a public face at my day job.

It's not just about your writing that you have to think about when considering these issues. You also have to think about how that bad publicity will affect any other job you have.

[egoodlett]

Well, if John Green does it...:)

I was going to say, if you want examples of YA writers that have gotten followers from youtube videos (or added more followers to their already large flocks), John Green and Maureen Johnson (http://www.youtube.com/user/maureenbooks) are good examples of humorous authors video-blogging (Maureen doesn't add videos as often, but hers are just hilarious).

[BradleyWilliams]

Actually I very strongly disagree with this.

It can hurt your professional advancement if you are seen to be acting infavourably in the public eye.

For instance, the job I have at the minute is interesting in terms of the guidelines I have to follow for acceptable conduct. If I started a youtube channel ranting about things I didn't like or promoting things that were considered to be in conflict with my day job then I would be fired, and the people I work for are well within thier rights to do it because I am a public face at my day job.

It's not just about your writing that you have to think about when considering these issues. You also have to think about how that bad publicity will affect any other job you have.

I agree completely. I guess in my mind I was thinking that the channel she was talking about wasnt a rant or a rave or anything too off color. Just some good teen girlie fun. I should have typed more clearly. Thank you for adding this.

[downtherabbithole]

Actually I very strongly disagree with this.

It can hurt your professional advancement if you are seen to be acting infavourably in the public eye.

For instance, the job I have at the minute is interesting in terms of the guidelines I have to follow for acceptable conduct. If I started a youtube channel ranting about things I didn't like or promoting things that were considered to be in conflict with my day job then I would be fired, and the people I work for are well within thier rights to do it because I am a public face at my day job.

It's not just about your writing that you have to think about when considering these issues. You also have to think about how that bad publicity will affect any other job you have.

Oh for sure. :) But I'm not really using it to talk about my personal life/things I don't like about work.

[shaldna]

Oh for sure. :) But I'm not really using it to talk about my personal life/things I don't like about work.


That doesn't really matter. You need to look at in terms of how it will be perceived.

To give you an example, I'm not allowed to voice political opinions, I'm not allowed to be seen to be taking a stand on controverial issues (even on an informal basis), I'm not allowed to vote (but this is a combination of several factors).


One must always be mindful of how one is percieved, because even one ill advised Youtube vidoe can come back and bite you in teh ass.

[downtherabbithole]

That doesn't really matter. You need to look at in terms of how it will be perceived.

To give you an example, I'm not allowed to voice political opinions, I'm not allowed to be seen to be taking a stand on controverial issues (even on an informal basis), I'm not allowed to vote (but this is a combination of several factors).


One must always be mindful of how one is percieved, because even one ill advised Youtube vidoe can come back and bite you in teh ass.

You mean you're not allowed to do that for work or what? Because my books markedly take stands on controversial issues and I have no problem with that.

[shaldna]

You mean you're not allowed to do that for work or what? Because my books markedly take stands on controversial issues and I have no problem with that.


I'm not allowed to be seen to do it at all, in terms of work or otherwise.

What I write is fine because I can use a pen name, but in terms of things like Youtube where you are a 'face' that's a different issue.