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Rob Ciampa. YouTube Channels For Dummies
YouTube® Channels For Dummies® To view this book's Cheat Sheet, simply go to www.dummies.com and search for “YouTube Channels For Dummies Cheat Sheet” in the Search box. Table of Contents
List of Illustrations
Guide
Pages
Introduction
About This Book
Foolish Assumptions
How This Book Is Organized
Part 1: Getting Started with YouTube Channels
Part 2: Making Good Videos and Not Making Bad Videos
Part 3: Growing and Knowing Your Audience
Part 4: YouTube Channels Are Serious Business
Part 5: The Part of Tens
Icons Used in This Book
Beyond the Book
Where to Go from Here
Getting Started with YouTube
Making a Home on YouTube
The YouTube Phenomenon: Why You Need to Be on YouTube
Audience, audience, audience
Incorporating YouTube into your business and marketing plans
Becoming a star!
Going viral
Wasting lots and lots of time
Seeing What Makes a YouTube Channel Unique
Angling for subscriptions
Establishing your brand
Managing Channels for Fun and/or Profit
Creating content
Building an audience
Building a business
Monetizing
The Basics of YouTube
What You’ll Find on YouTube
Managing your identity
Navigating the home page
The logged-in experience
Along the top
Down the left side
The logged-out experience
WHY DOES YouTube HAVE ADS?
Watching a video
The player
The video info section
Working with a YouTube Account
Logging On to Your YouTube Account
Creating a YouTube Channel
CHOOSING A CHANNEL NAME
Verifying Your YouTube Channel
Setting Up a Custom Channel URL
Joining the YouTube Partner Program
Building Your Channel from the Ground Up
Navigating Your Channel
The Your Channel menu item
The Channel tabs
Customizing and Branding Your Channel
Creating channel art
Managing channel art
Creating the Channel icon
Uploading the channel icon
Managing your links
Managing Uploads
Making a Great YouTube Video
What Makes a Good Video a Good Video?
Picking the Right Camera for Your Needs
Knowing What Makes a Good Video
Mastering the Genres in Your YouTube Videos
Mastering music videos
Producing your very own vlog
Making an educational video
Making tutorial and how-to videos
Let’s play (and make) gaming videos
Making animal videos
Capturing sporting events
Film and animation
Entertainment
News and information
Autos and vehicles
Comedy
Travel and events
Science and technology
Nonprofits and activism
Viral Videos versus Evergreen Content
Viral content
Evergreen content
WHAT MAKES A VIDEO GO VIRAL?
Making Plans Both Large and Small
Establishing Your Channel’s Mission
Determining your goals
EMBRACE DISCOVERABILITY
Being different, being valuable, being authentic
Surveying the YouTube landscape
Understanding Your Target Audience
Going narrow versus going broad
Knowing why your audience matters
Finding out the nitty-gritty about your audience
Defining Desired Actions
Planning an Outstanding YouTube Channel
Having a spokesperson
Branding
Planning the channel layout
Crafting a Content Strategy
Recognizing that content includes video and more
Looking at content formats
ABOVE THE BEAUTY CROWD
Curation recycling
Programming for Success
Delivering content consistently
Being flexible and reactive
Going live for more engagement
Planning Never Ends
Acquiring the Tools of the Trade
Checking Out Your Camera Options
Working through the (camera) basics
Looking at DSLRs
THE MIGHTY, MINIATURE GoPro
Settling for smartphones
Stabilizing the Shot
Seeing Your Way with Light
Setting up 3-point lighting
Setting up high-key lighting
WORKING WITH THE LIGHTS YOU HAVE
Capturing Sound
Looking at microphones
Capturing good audio
WIRED OR WIRELESS?
Putting It All Together to Capture Some Video
Setting Up for a Shoot
Getting organized
Completing your checklists and shoot sack
Arriving on set
Planning a realistic shooting schedule
Practicing good habits before a shot
Maintaining continuity
Shooting a Great-Looking Video
Composing and dividing the screen
Determining the best shot
Moving and grooving the camera
Matching your eyelines
Following the 180-degree rule
Shooting an interview
Shooting extra footage and B-roll
Capturing the perfect take — several times
Working with Voice
Practicing diction and dialects
The power of the pause
Managing crowd audio
Fixing It in Post: The Edit
Picking the Right Software Package
Mac tools
iMovie
Final Cut Pro
Adobe Premiere
Windows tools
Microsoft Photos
Adobe Premiere
Vegas
Pinnacle Studio
CyberLink PowerDirector
Knowing Where to Get Started with Editing
Attempting a test project
READING BOOKS AND WATCHING VIDEOS
Handling file formats, resolution, and conversion
Sorting out the file formats
Converting formats
Editing Your Video
RECOGNIZING VIDEOS THAT NEED NO EDITING
Logging your footage
Trimming video clips
Making a rough cut
Switching it around
Creating cuts
Filling the gaps with B-roll
Polishing Your Video
Fine-tuning your edit
Adding bells and whistles
Adding Music to Your Video
Adding built-in music in video editing tools
Incorporating stock music libraries
Putting music in your video
Adding emotional impact
Cutting your video to music
Cutting your music to video
Incorporating Voiceover and Sound Effects
Exporting the Final Version
Preparing for Upload Day
Preparing Your Channel for Uploads
Checking your YouTube account hygiene
Enabling channel features
Tending to Video SEO Matters
Titles
GOING LONG ON SHORTLINKS
Descriptions
Tags
Thumbnails
Uploading Your Video
Picking the source
Going public about YouTube privacy
Uploading to YouTube
MANAGING INNOVATIVE CONTENT AND TALENT ON YOUTUBE
Entering information about your video
Setting upload defaults
Publishing and Unpublishing Videos
Growing and Knowing Your Audience
Building Your Audience
Developing a Community
Deciphering audience evolution
Determining what you want your audience to do
Appreciating the importance of community
Determining your subscription source
Understanding Subscribers and Their Value
Persuading viewers to subscribe
Specifying how subscribers get updates
Controlling channel settings and privacy levels
Treating subscribers and nonsubscribers differently
Working with a channel trailer
Customizing your channel
Managing Comments
Seeing why comments matter
Setting up your channel for comments
Moderating comments
Reacting to inappropriate comments
Configuring Community Settings
Getting Viewers to Engage
Capturing the Captioning Opportunity
Producing Live Events
Knowing Your Audience
Getting Started with YouTube Analytics
Reading YouTube Analytics reports
Breaking down the report components
Grouping information
Comparing data
Setting up report filters
Selecting a report
Understanding visual charts
Understanding the table
Learning about Video Views
Seeing which content is the most popular
Determining whether viewers are watching or leaving
Understanding Your Audience
Diving into demographics
Diving into subscribers
Optimizing Discoverability
Seeing where viewers find your content
Finding out where (and how) viewers watch your content
GOOGLE ANALYTICS AND YOUTUBE
Making Sure Your Audience Is Engaged
Imagining the Future of YouTube Analytics
YouTube Channels Are Serious Business
How and Why Businesses Use YouTube
Understanding Video and Business
BRAND DECISIONS ARE MADE ON YouTube
Understanding Your YouTube Business Components
Content matters
Community and content creators
Advertising
PAID, OWNED, EARNED
Integrating YouTube with Other Campaigns
Cross-media integration
YouTube is TV now
YouTube isn’t Google, either
Expanding Your Audience with Google Ads
GOOGLE DISPLAY NETWORK
Understanding YouTube Advertising
Recognizing the importance of ad policy
Looking at YouTube ad types
OTHER YouTube AD FORMATS AND PRICING MODELS
Planning for Advertising
Creating a Google Ads account
Linking your Google Ads account and YouTube channel
Determining Your Ad Targets
People targeting
Content targeting
Navigating Google Ads
Setting Up a YouTube Ad Campaign
Going with a general campaign
Creating an ad group and setting up targeting
Creating a YouTube Ad
Setting up remarketing lists
Looking at Your campaign details
Measuring Clicks and Results
Looking at campaign information
Getting earned metrics
Optimizing Your Campaign
YouTube SELECT
YouTube Monetization: How to Earn Money on YouTube
Partnering with YouTube
From Ads to AdSense
Setting up YouTube monetization
NOT EVERYTHING IS MONETIZABLE
Analyzing ad performance with YouTube Analytics
Getting your YouTube revenue information
Seeing which metrics are offered
Making changes to your video strategy based on the data
OTHER WAYS TO MAKE MONEY FROM YOUR CHANNEL
Strikes
REMAINING IN GOOD STANDING
Brand safety and suitability
Federal Trade Commission Guidelines and COPPA
The Part of Tens
Ten Key Steps to Improving YouTube Search Results
Updating Video Metadata
Managing Video Titles
Understanding Working Titles
Optimizing Thumbnails for Viewer Session Time
Managing Video Descriptions
Adding Closed Captioning
Handling Tags
Refreshing Metadata
Understanding Channel SEO
Avoiding Misleading Metadata
Ten Things to Know About Copyright
Remember Who Owns the Copyright
Attribution Does Not Absolve a Copyright Violation
Know the Consequences
The Profit Motive Is Irrelevant
Get Permission for Using Copyrighted Material
Fair Use Is Complicated
Don’t Let Copyright Issues on YouTube Lead to a Strikeout
Wipe the Slate Clean
YouTube’s Algorithms Are Good at Finding Copyright Infringements
Copyright Is (Almost) Forever
Index. Numbers
A
B
C
D
E
F
G
H
I
J
K
L
M
N
O
P
Q
R
S
T
U
V
W
Y
Z
About the Author
Dedication
Author’s Acknowledgments
WILEY END USER LICENSE AGREEMENT
