I recently sat down with FullScreen to discuss digital native talent during NewFronts week. Justin Danko, VP of Partnerships, Jonah Minton, SVP of Business Development and George Strompolis, CEO of FullScreen were kind enough to provide insight into their approach to the world of YouTube.
Fullscreen is the #1 Independent YouTube Multi-Channel Network now delivering 40 Million Uniques Per Month Source: comScore Video Metrix, March. 2013
What are traits that Fullscreen looks for when signing a talent?
We are always looking for people with great talent and creative star-power. But just as important in the digital world is whether this person knows how to powerfully connect with their audience. We look for entertainers who not only know how to emotionally capture their audience through their content, but also know how to socially engage them off-screen. These are the next-generation content creators that end up building passionate, actively engaged audiences.
What can aspiring talent do to build up their influence and get noticed?
Be consistent in your programming; frequently push out content. Stay connected with your audience and in the wider YouTube community through social media and interactive events. Collaborate with other influential creators and cross-promote each other’s content. Join a community, such as the Fullscreen network, to get connected with like-minded creators, access exclusive YouTube tools and gain knowledge of best practices in building a channel optimized for YouTube.
What are best practices for marketers who are interested in building out a YouTube influencer strategy with their content?
YouTube is the #2 search engine in the world – consumers are flocking to this platform looking for videos, and the viewing behavior is extremely active. Because it’s a massive social network, you need to tap into an audience even before your video goes live. You can’t just post and pray. You need people to interact with and evangelize your content on your behalf.
First, it’s important that marketers understand what their specific key objectives are for their campaign. Saying things like “I want buzz” won’t cut it. Are you looking for Facebook shares? Likes? YouTube views? Is there a specific action you want the consumer to take? Identify what a home run would be and then create a specific plan focused on reaching it. Then produce smart content that provides value to the consumer, whether it’s information or entertainment or another variable. The more “shareability” the video has, the more quickly and aggressively it will trend.
What types of tools does Fullscreen offer to help gain traction in this space?
To help brands leverage our enormous network of YouTube influencers at scale, we’ve created Gorilla. Gorilla campaigns are direct editorial integrations scaled across a demographically-targeted slice of Fullscreen’s massive creator network. Brands control talking points and creative assets integrated into the influencer’s content which run through Fullscreen’s quality control process. Gorilla campaigns are proven to drive some of the highest levels of ROI and engagement on the YouTube platform, averaging 10-20% CTR.
Fullscreen also provides an end-to-end channel management and optimization service. We offer a full suite of software tools, strategic consultation and hands-on services design to build audience and engagement around your video content. This includes deep performance and competitive analytics, video operations, metadata optimization and video SEO, interactive brand channel gadgets, design and thumbnail production, playlist and annotation managem