YouTube – How to broadcast yourself in a Business Context

Light! Camera! And Action!

Such typical instructions are mainly used while starting to create a movie or to film a small video. In terms of videos, the most well-known platform with over 1.3 billion viewers is YouTube.

In my Business English presentation, I want to show and explain to you, how to use YouTube as a viewer and how you can broadcast yourself in a business context. -/-
Besides general facts and knowledge about YouTube, I would like to emphasise the basic functions and tools of it. ImplementiuTube into your daily business will also be part of my presentation.
Starting off with facts about YouTube and its history:

After being found independently in 2005, YouTube was taken over by Google in the following year and is nowadays the runner-up in terms of search engine usage. YouTube outshines its competitors, such as Vimeo or Daily Motion, with more than a billion hours’ worth of watching time or more than 300 hours of uploaded video material per minute. Scoring the third place of website popularity, YouTube is used by viewers from all around the world and provides more than 70 languages. Besides the classic function of watching videos, YouTube has emerged into a well-known social media platform.

The video platform’s tools and functions can be divided into rather basic ones and personal or premium ones, especially if you want to create your own channel.
If you take a closer look at the main page, its side bar provides all needed functions to navigate through the website. For instance, you can find a personalised home section – which I will explain further in a second – current trending or previously published videos of your subscribed channels. With a personal library section, you can find your watched videos or create playlists by yourself like I did for my Business English presentation. With its extra services, you can follow others during their Live Streams and you can interact, give feedback and find help in the settings section.
On the previously mentioned main page, a space of customised recommended videos is shown – based on your past watching behaviour in terms of categories. Moreover, you can type in keywords for searching videos in the bar above.
While watching a video, in this example of the Serengeti National Park, you can set basic functions such as sound. Furthermore, YouTube tries to implement accessibility for users by providing a subtitle function. Unfortunately, this only works well if those are provided by the channel or its viewers. Besides settings around speed, quality of the video or size, you can play your video in the background and search for others. Next to other recommended videos, you can give a feedback to the video and share it with your colleagues or friends via social media.
If you want to create your own channel, you have to sign in with a Google Account, which will work well with other Google Service such as Google+ and Google Hangouts. By clicking on “My Channel”, you can customise your profile in terms of colours and pictures. I would highly recommend to add information to the “About” section, where you can fill in a brief channel description. There you should provide your website URL to drive traffic to your homepage or educate your visitors about your company, what type of videos and content you are producing. You should always keep an eye on keywords which fit to your videos such as – in this case – tags of Business English. Underneath, you can create business required connectivity with your visitors through your e-mail. In order to complete your profile, you can add your social media links as well.
To achieve more traffic on your profile, posting videos on a consistent basis is essential. By clicking on the “upload video” icon next to your profile picture, you drag and drop your video material easily from your computer.
After you uploaded your video, I highly recommend to provide additional information in this case as well. In order to stand out of the other 300 video-hours per minute, you can formulate your title either eye-catching and interesting or, in a business context, formal and representing a small part of information. The description box can be filled with similar information of your profile or can be more video-specific to let them learn more about you or your company. One of the most important parts is to use video-related keywords and tags in order to get recommended by YouTube, if viewers watch similar videos. 70 % of YouTube’s watching time is driven by its algorithm and recommendations. In this case, I provided tags such as “Business English” and also “23ThingsEdUni”, since it is the same tag for the 23 Things Challenge.
Under the advanced settings part, you can customise your video settings according to, whether people can interact in the comments section, what types of licenses you want to use. You can choose between YouTube’s standard licensing or the Attribution Licensing. Thus, viewers can share, copy and redistribute your material but also adapt it for any purpose, even commercially. Still, you need to give appropriate credit, provide a link and indicate, if changes were made. Also, the category setting helps to organise your video into a certain section and to get recommended easier.
Due to the fact, that it is in your interest to see, how well you perform on YouTube, the video platform provides a tool called “YouTube Analytics”. By clicking on the “analytics” button next to the video manager, you can see specific statistics and information on your viewers, visits or views over time. In this example of a YouTube Analytics evaluation, it can be seen, how many likes or dislikes the video received or how many viewers subscribed to the channel.
YouTube Analytics can also provide information regarding your viewers and subscribes according to their gender, home country and even how their age is distributed. To put it all in a nutshell, this tool will help you to create more customised videos over time, if you take the data into consideration. For example, if your audience is relatively young and from the UK, then you could focus more on sharing contents for young adults and study their needs and wants.
As shown previously, YouTube provides many functions and tools to customise your channel and move along in the social media platform. However, the question is how you can implement all of those into a business context.
Since YouTube is also used as a search engine and works similar to Google’s algorithm, the following quote fits to using YouTube in a Business Context.

“Remember, there’s a world of people who are interested in what you have to say, it is just a matter of finding them.”

If you think about watching videos on YouTube, many of you will surely remember several advertisements. In YouTube, companies can stream skippable advertisements before viewers watch a video or place their permanent promotions next to the user interface of recommended videos. By using that, firms can reach their viewers in different purchasing behaviour steps. For example, a new customer can find a Business English teaching company, if he or she is already searching for learning it. Thus, attention is drawn to your firm and customers can easily get access to it and receive a well-founded short description about your brand.
Moreover, firms can create their own business channel, where they could post different business-oriented videos of their daily life as a company. Examples can be providing viewers a behind-the-scenes look during special hosted events in a video or even a live stream or share your company values and mission through an interview. In product-related videos, you can visualise customers how to use your newest product or service and educate them. Training videos or webinars could provide essential information and replace a FAQ section. Especially through customers talking about gained benefits with your product, an emotional and transparent relation of viewers can be achieved. Thus, viewers can get more in touch with your brand.
Since YouTube’s similar Google algorithm, your search engine appearance on the internet could also be improved. As mentioned, around 70 percent of viewers watch videos that were recommended by the video platform. In order to drive more traffic to your social media platforms or your company homepage, you could connect all of those and create an online network. By utilising a keyword and customer-based keyword strategy, your channel and your company as a whole can be promoted by YouTube more efficiently.

In my personal recommendation, what should be taken into consideration is YouTube’s high potential of reaching various, global customers easily. More than 80 countries provide YouTube and through interaction tools such as polls or even the comment section, a customer-related network can be set up. With its newest function of offering a premiere live chat, you can also stay in touch with your customers and promote your newest videos or events. Thus, a long-term public relation strategy can be implemented.

As it can be seen throughout the presentation, YouTube offers companies the opportunity to get in touch with a global audience, connect and improve their overall social media and internet traffic appearance through its algorithm. Even if the previous time and energy that needs to be given for creating a visually appealing and convincing video beforehand, the potential seeking in YouTube should be taken into consideration. Supporting this thought is a Ciscus Study of 2017 stating that video will represent 80 % of the internet traffic by 2021.

 

With that being said, stay in touch with The Digital Cosmos & I to learn more about my exploration of 23 Things. Until then!

Thing 6: Accessibility – Making it possible for everyone to take part in the Digital Cosmos

Hello and welcome back to the Digital Cosmos & I!

Personal and physical health can, in my opinion, be seen as a treasure and gift, which we should appreciate and be thankful for. By working and dealing with the sixth Thing, I got an eyes-opening insight on the topic of accessibility. Before reading through the several cases studies and experiences by possible obstacles for people with disabilities, I have never really thought about, how website can be constructed to be usable for everyone. Many settings, such as changable font sizes or choice of colour, can have a massive impact for people dealing with disabilites in terms of sight or colour perception – just to name few examples.

Nowdays, and especially highlighted by Topic 5 (Diversity), we should all consider to look after all people in our society and also give them the opportunity to use websites easily. Otherwise, we would exclude them from participating in our Digital Cosmos. Thus, bridges should be built by adapting to their needs and wants. This is only possible by listening to them, informing yourself about possible dangers and obstacles which could arise during using a website.

The topic really got me thinking and questioning, how I could contribute and adapt my previously gained knowledge into the company I am working at. How our website can be made accessible for people dealing with disabilities or other difficulties. As I have mentioned before, we should all try to become a better human being everyday – and I suppose by remembering to include others, it would be a first step into the right direction.

Another topic of this Thing was the Accessibility in terms of Gender. I assume, that many people who clearly identify as “male” or “female” do not questioning themselves whether trans-people or people struggling with their gender could be affected negatively or offended. A “simple” question, whether you see yourself as “male” or “female” could hurt someone else easily. Thus, also this side of Accessibility should also be taken into consideration while dealing and working in the Digital Cosmos. As I am a defender of celebrating diversity, I am convinced, that gender-struggeling people should be heard and helped in such situations. By offering other options such as “trans-male / female”, “other gender” or even giving them the possibily to not answer this question, it could help them in their online experiences. I found a quote during my research and reading tasks, which I really liked, stating that a person is not defined by their gender but rather by how they feel like and what they contribute to others. In my opinion, we are more than just our gender – we should be seen as individuals and human beings.

person with body painting
Photo by Sharon McCutcheon on Pexels.com

With that being said, stay in touch with The Digital Cosmos & I to learn more about my exploration of 23 Things. Until then!

Thing 5: Diversity – How to represent others and myself “correctly” in the Digital Cosmos

Hello and welcome back to the Digital Cosmos & I!

Emojis. Every student my age knows and used them on an everday basis while sending and typing text messages to family and friends. Over the years, smart phone providers like Apple introduced emojis of almost every skin colour / race to achieve a representation of all ethnicities.

As I found out through the various articles containing discussions about whether a diversified emoji-pool is a positive or a racism increasing invention, I tried to set up my own thoughts. For me, personally, representation, respect and celebrating diversity is a topic and an attribute that I want to include in my everyday life as much as possible. Especially nowaydays, with nationalism induced parties becoming more popular in Germany’s political life,  I aim to set an example of tolerating and embracing every race, gender or life style. In my opinion, we are all valid and deserve to be accepted, respected and appreciated the way we are.

To be honest, I see Apple’s idea of publishing diversified emojis as a nice gesture and move of celebrating diversity and ending traditional stigmas of “normal” families, gender induced professions, etc. As an example: For me, there is no homosexual or heterosexual family – a family is a social construct of people who love and care about each other, no matter what their race, gender or constellation is. Thus, I see the emoji launch as a appreciating move of Apple to set an example of acceptance. I assume that moves and words do not hurt a person, only the perception and understanding of those do hurt yourself. Therefore, I would advise people to not overanalyse Apple’s emoji campaign and just accept it as it is.

Another representation option, which is more customised than a general emoji, is a so-called Bitmoji. After installing Snapchat, I also created a Bitmoji of myself, which I use from time to time to visualise and “upgrade” my messages to my friends. Of course, Bitmojis can be a more personal options and alternative instead of emojis. The whole Bitmoji picture can also contribute the message in many individual ways. Nevertheless, in my opinion, both ways – emojis and Bitmojis – can be used for such tasks.

Alltogehter, I suppose it is more important to set a good example in everyday’s life and celebrate diversity, spread thoughts and ideas of equality, tolerance and acceptance instead of overthinking movements like Apple’s emoji launch. Thus, we can all contribute something to become a better human being every day and make this world a happier and more accepting place – especially in times of uncertainty.

eight person huddling
Photo by rawpixel.com on Pexels.com

With that being said, stay in touch with The Digital Cosmos & I to learn more about my exploration of 23 Things. Until then!

Thing 4: Digital Security – How do I provide safety in my Digital Cosmos?

Hello and welcome back to the Digital Cosmos & I!

After discovering my digital footprint in the Digital Cosmos, I have learned more about digital security and what I, as an user, can do to achieve more safety while using my smart phone, laptop, etc.

Of course, digital security is a topic that should affect and interest everyone. The today’s flow of information through using several applications per day and interacting with friends and followers has definitely increased. Thus, we should be aware of risks and dangers that could be combined and found on the internet.

internet screen security protection
Photo by Pixabay on Pexels.com

In this Thing, my task was to take a look at my settings in my smart phone and to check, what information I allowed apps to use and gain access to. Before 23 Things, I have already checked my settings regarding my share of information – which is the reason, why I was not too surprised in the end. I am aware of the fact, that applications like Instagram or Facebook have access to my pictures or Skype and Snapchat can log into my microphone. Generally, I try to minimise the accesses as much as possible. Generally, I do not download applications or other data from sources which I do not know specifically and I also trust evaluations and recommondations of other users in the AppStore, for example.

To put it all in a nutshell and as a personal experience of the fourth Thing,  I will try to keep an eye of my personal shares of information and accesses via my mobile phone.

With that being said, stay in touch with The Digital Cosmos & I to learn more about my exploration of 23 Things. Until then!

Thing 3: Digital Footprint – Finding myself in the Digital Cosmos of Facebook & Co.

Hello and welcome back to the Digital Cosmos & I!

In today’s session, I got more in touch with knowledge, case studies and information material about the topic of our digital footprint. Personally, I think it is important and valuable to consider your own digital footprint, which you leave everyday by interaction, posts, etc.

Similar to the case study about Joe, which I have read, I tend to go through, for example, my facebook “friends” and sort out according to whom I still refer to, talk to on a regular basis and – most important – want to share my thoughts, experiences and pictures. As almost every other student my age, I also use other social media applications such as Instagram, Snapchat, etc. Especially in those cases, I try to keep my personal space as safe as possible – by considering  private profile circumstances.

apps business cellphone cellular telephone
Photo by Pixabay on Pexels.com

Besides reflecting the digital footprint in general and personally, I also had to google myself and find out, what my digital legacy on the internet is. To be honest, I was not too surprised about what I discovered – such as newspaper articles about my graduations from school. Allover, I am very pleased with my results, which reflect me as a person in a positive way. Therefore, I will try to keep this image as best as I can.

In my opinion, everyone should critically think about his or her digital footprint from time to time in order to be aware about the internet and its possible dangers. As a consequence, we are able to provide a “digital” image we would like to share with our family and friends.

With that being said, stay in touch with The Digital Cosmos & I to learn more about my exploration of 23 Things. Until then!

Stepping into my Digital Cosmos.

On October 7th, I started my journey and exploration into my personal digital cosmos. I am very glad to see, that you decided to join me.

To introduce myself briefly: My name is Jonas and I am a 21-year-old third semester Business Administration student in the fields of International Business. In this year’s lecture of Business English, I started my personal blog “The Digital Cosmos & I” in order to document my experiences and acquired knowledge.

During the next weeks, I am going to get in touch with the University of Edinburgh’s educational program of “23 things”. Through this, I will learn more about, for example, digital tools and using them in business context. By setting up my blog and getting familiar with 23 Things and its concept, I have already finished Thing 1 and 2!

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If you are also interested in participating in 23 Things, feel free to take a look at http://www.23things.ed.ac.uk/ to get more information. Of course, you will also be able to read about my personal experiences regarding the other things on my blog as well!

Stay in touch with The Digital Cosmos & I to learn more about my exploration of 23 Things. Until then!