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C h a p t e r 2 Developing Your YouTube Marketing Strategy 35
YouTubers like to be entertained, and they’ll tolerate a promotional message if it’s a
funny one.
The Big Picture
As you can see, a lot of thought goes into creating a successful YouTube video. It’s
not just a matter of recycling an existing spot, or even of setting up a camera and
pressing the Record button. You need to determine what you want the YouTube
video to achieve, who your audience is, how your video fits within your overall
marketing mix, and how you intend to measure the results. Then, and only then,
can you decide what type of video to produce—and then start working on it.
When marketing on YouTube, as with marketing in any medium, planning is every-
thing.
