Marketing activities on the Tue An YouTube channel
1.2.2.1 Strategy to build content on the channel a Implementation plan
The company's YouTube channel has been operating since 2019 with the initial goal of creating content that attracts as many users to stay on the channel The longer viewers stay on the channel and the more videos they watch, the easier it will be for businesses to reach and educate them, thereby turning viewers into potential customers Customers come for the content and decide to stay or leave the channel because of the content Content is considered by Happy Academy as the soul of a YouTube channel, so the results of content campaigns will serve as a premise to evaluate the channel's performance The overall content goals of the Tue An channel include increasing brand awareness, increasing traffic on the channel, and attracting the target customer group to generate revenue In addition to the above-mentioned cross-cutting goals, content creation and development activities also have specific short-term goals for different media campaigns The goals will be updated at the beginning of each month and are based on the
Doan Quynh Chỉ — 11190803 - Business English 61A company's growth expectations.
To achieve the set goals, Happy Academy has developed a specific implementation plan framework as follows:
Firstly, searching and synthesizing information is done so that the company can have a good understanding of its customers and the market situation The main customers are people who are having problems, deadlocks and relationship conflicts in life, especially marriage and family conflicts The customer group is mainly between the ages of 25 and 44, using the internet and regardless of gender and place of residence Capturing what customers are interested in is very important because the object the business serves is the customer In addition, grasping the market situation is also important so that Happy Academy can produce content suitable for the market at that time and determine their position when competing with competitors.
The dissemination of media messages serves the purpose of delivering valuable information, knowledge, and solutions to customers This responsibility is undertaken by businesses to share suitable and beneficial content with their audience Happy Academy's content is imbued with the message of "empowering individuals to achieve self-fulfillment and mastery," fostering self-transformation and ultimately resolving psychological challenges.
Thirdly, specific publications will be erected to attract customers Currently, the content on the YouTube channel is presented in the form of videos, posts, livestreams and photos Each media publication has its own standards to ensure the best image quality and content for readers All the content of the video will be reused on other platforms such as Fanpage or Tiktok, so the video needs to be invested and cared for more carefully.
Finally, the moderation of content posted to the platform is done thoroughly The person taking the position of content creator will be responsible for moderating all content before it is released to the public. b Content provision standards
To achieve the goal of building and developing a brand, Happy Academy uses many different types of content to create diversity in the content provided.Currently, the main content formats used include videos (long and short), posts,
Tue An YouTube channel utilizes a variety of content formats to engage its audience Videos, categorized into longer videos and short-form "shorts," are primarily used for educational purposes The channel also employs livestreams for direct communication and immediate exchange of information Additionally, images play a crucial role in establishing Tue An's personal brand, reflecting her nature and energy.
Each type of content has its own standards to be able to both bring useful content and ensure the elements of the YouTube algorithm to reach the target audience. The standard provides content based on practical experiences drawn after the operation of the enterprise.
In terms of content, the standards must follow the core values of kindness, honesty and usefulness to the community that businesses aim for All content must be useful information and knowledge to help viewers change their mind and get new and more correct views in life Content can be tips to help them overcome difficult times in life or messages for the audience to feel empathy and healing Products that are often reminded once in the video or mentioned at the end of the video Happy Academy limits focusing on sales but forgetting to give real benefits to viewers so the number of products mentioned in the video does not exceed twice (not applicable to livestream).
In terms of form, the video needs to ensure that the speaker is dressed comfortably, discreetly and neatly, but does not need to be too luxurious to show intimacy Tue An’s logo is blurred and attached in one of the four screen corners of the video The intro is mounted at the beginning of the video Call to action and product reference links are clearly written under the description and
Doan Quynh Chỉ — 11190803 - Business English 61A comments The text shows enough content for the reader Content must show respect and sincere concern for the audience Music when attached to the video needs to be checked for copyright and the music needs to show lightness and peace In the video’s title/thumbnail and post, words that are not consistent with business values cannot be used to attract views/likes. c Groups of videos in progress
Happy Academy's Tue An YouTube channel will upload weekly videos Videos of diverse genres and topics are divided into main groups as shown in the table below.
Table 1.1 Video groups deployed on Tue An YouTube channel until March
Video vlogs include creating a video of 20:00 Monday to -
V]og speaker Tue An sitting and talking about
Lecture videos are cuts in classes where 20:00 Monday to Loa.
Lecture speaker Tue An stands to give live
A series speaker Tue An talk about topics that are suggested by the audience in the comments section The speaker will both do an activity such as arranging flowers,
; drinking tea or planting trees, and share Series “Tam su ;
Witness the exclusive opportunity to engage with renowned storyteller Tue An on Saturday at 8:00 PM This intimate session invites you to immerse yourself in Tue An's captivating narratives, gaining insights from her extensive knowledge To enhance the experience, viewers are encouraged to submit questions, which will be addressed during the live Q&A segment at the end of the video.
20:00 Sunday Podcasts are videos that focus on sharing
Livestream is mainly broadcast in short-
Livestream Non-fixed term communication campaigns about products or courses.
Shorts are vertical videos less than 60
Shorts 11:00 Daily seconds long with the content of the speaker's highlights.
(Source: Happy Academy, 2023) 1.2.2.2 Promotion activities on the channel a Advantages
The first advantage of the company’s YouTube channel when it comes to promotional marketing activities is the sale of products with sales promotion packages The marketing system of Tue An brand is currently implementing sales promotion activities including giving gifts/incentives to customers when they buy products With each product, there will be a suitable gift/incentive package to support customers to have the best experience using the product For example, the book product will be bundled with audio books for convenience for customers to be able to interact with books in both listening and reading forms.
At the same time, when buying books in sets, customers can also choose to receive a course worth 399,000 VND This course will support customers in terms of knowledge and thinking, helping customers better understand and be able to practice according to the value that the book contains The content of
Doan Quynh Chỉ — 11190803 - Business English 61A specific gifts/incentives can be seen in the table below.
Table 1.2 Special gifts/ incentives for each product of Happy Academy
Book: 1 Give away (audio books)
Effect” and “The Key to Open the Heart to have Fun”)
Book “Binh Yen Trong Bao
28 Days of Pain Healing Free one out of eight online courses:
Course / 30 Days of Happiness Course / 32 Days
1 Facing adultery of Conquering Happiness 2 Mastering Emotions
4 Hypnotize your partner with words
7 The Key to Open the Heart to have Fun
8 The Application of The Law of Cause and Effect in Life
Private Coaching 1.Free “Chinh Phuc Hanh Phuc” book consultation route 1:1 set
2.1 Facing adultery 2.2 Mastering Emotions 2.3 Read your partner's personality
Doan Quynh Chỉ — 11190803 - Business English 61A
This form of promotional organization is effective in helping businesses create stimulation and promote buying needs of consumers Gaj (2022) divides sales promotions into two categories: price promotions and non-price promotions. While price promotions focus on reducing prices in the hope of increasing sales, non-price promotions on the other hand focus on the additional value created by the promotion, not the price itself It can be seen that Happy Academy's promotional packages belong to the non-price promotional category Customers will be guaranteed to receive as many benefits as possible when making a purchase The whole marketing system deploys these promotional packages including the YouTube channel Therefore, even though the company did not invest in YouTube in the past, the channel can still benefit from the preferential packages available to sell products.
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The form of advertising helps businesses convey to customers certain messages, in which the message includes the value of the product or service The message will be repeated through the media to promote customer demand for the product.
“Above The Line” (ATL) and “Blow the line” (BTL) are often mentioned when discussing the classification of advertising promotion activities When assessing the difference of these types of advertising, Le (2014) and Tomorrow Marketers (2018) argue that:
; The majority of target Small target group of Target audience consumers consumers
Doan Quynh Chỉ — 11190803 - Business English 61A
Above The Line Blow the line
Building a system of identity | Creating customer loyalty, and brand promotion through | by creating inspiration and creating emotional values confidence in consumers, about the theme and motivating them to learn and personality of the brand use the product.
Convenient to measure Convenient to measure advertising effectiveness or | effectiveness brand awareness; hard to
Measure results measure customer conversion efficiency and return on investment
Connecting with the media | Less using of media
ATL is defined as activities to bring the brand image to customers for sustainable and long-term purposes through mass media such as radio, television, print and outdoor advertising (Nguyen, 2021) ATL can reach a large number of target consumers at the same time For example, a television advertisement spot can be viewed by millions of people at the same time On the other hand, BTL is mentioned by Nguyen (2021) as a series of activities aimed at developing and segmenting the market, promoting retail, consuming in the short term and creating direct results Some suggestions such as distribution of samples, direct marketing, events, or promotions for the retail system BTL only targets a small target group of consumers, for example, interacting with a group of children who
Doan Quynh Chỉ — 11190803 - Business English 61A love reading is a smaller target group in the overall youth group BTL and ATL have many differences, none of the activities is the best because they always complement and support each other in the process of implementing marketing strategies.
Currently, there is also another type called "Through The Line" (TTL) when activities on social networks and online business appear TTL can also be considered as a form of integrating both ATL and BTL strategies to get better results by allowing businesses and customers to interact with each other at many different channels and at different times Pahwa (2023) gives two examples of using TTL in marketing The first example is 360° marketing done with an integrated approach using both ATL and BTL advertising mediums for maximum advantage The second example is about digital marketing that allows a business to offer ATL marketing benefits while acting as a BTL communication to the customer It is possible to carry out a digital marketing strategy which offers above the line marketing benefits while acting as a below the line communication to the customer This type of advertising is cookie based Users get highly personalized communication based on their needs/wants/choices This strategy has a better ROI and is considered better by the consumer Besides, social media platforms have also become very popular nowadays Businesses can reach and interact directly with customers via Facebook, YouTube, Instagram, Tiktok or Twitter, which are places for businesses to easily share information about new products and promotions Therefore, digital distribution is very important in today's technologically advanced world.
Instead of advertising their products or services in a flashy way, modern marketers will focus on bringing content that is truly relevant, valuable, and useful to potential customers That form of marketing is called Content Marketing Steimle (2014) defines content marketing as a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience — with the objective of driving profitable customer action Thus, all of these types of content are meant to provide useful and relevant information, delight users, and draw customers to the business’ brand The implemented content needs to be planned and oriented methodically to achieve the results closest to what the business wants The word "value" is very important in doing content marketing activities Content marketing is
Doan Quynh Chỉ — 11190803 - Business English 61A effective when the content makes customers feel they are valued so that they are interested in following the marketer or products/services, trusting, being convinced and then choosing to purchase products/services The buying cycle includes four steps which are Awareness, Research, Consideration, and Buy (Steimle, 2014) Content marketing takes customers to the second step of the cycle by helping customers raise awareness of solutions (Awareness step) and educating customers about products they may not have considered before (Research step) In step 3 - Consideration, the customer will start comparing different products to ensure that they are getting the best quality product at the most reasonable price Good content marketing can increase customer trust in products, brands, and businesses; from there, business can increase the purchase rate in step four - Buy.
Content Marketing, which is a great option to educate potential customers in today's 4.0 era, plays an increasingly important role and brings many benefits to content creators Typically, the emergence of the Tiktok platform allows anyone to freely create content and post it on the internet Those contents, if attracted, will be spread to hundreds of millions of people around the world There are content creators who emerged from it and started their own businesses Large and small enterprises are also very timely when taking advantage of the huge benefits that social platforms bring to content creators Content marketing is also diverse because content can be expressed in many other forms such as images or sounds. Some examples of popular content marketing include: Podcast, video, book, webpage, infographics, newsletters, and social media posts.
In this age of the internet and social media, influencers can spread information quickly, interact directly with their fans, and conveniently create new trends . Influencers have since gradually become an integral part of marketing strategies. Influencers are defined as individuals who have the ability to influence the purchasing decisions of others due to factors that they themselves own or are perceived by the community as power, knowledge, status, or relationships (Tran, n.d.) In the context of social media, an Influencer is someone who has a large number of followers on social networking platforms to spread information to people, has knowledge about a particular field or has the ability to persuade an audience certain audience The more influential the influencer, the more attention brands can get in the process of finding face and promoting products.
Doan Quynh Chỉ — 11190803 - Business English 61A
From here the concept of influencer marketing is mentioned.
Influencer Marketing is a form of marketing using social influencers to convey the message of a business to the target audience Using influencer marketing is when businesses and brands inspire and pay influencers to spread the message through their social media channels The content of the message can be written by the influencer himself or it can be compiled by the business itself Especially with new products and brands launching into the market, the use of influencers in Marketing campaigns will help businesses be effective in reaching potential customers and attracting the attention of the public in a short time In influencer marketing, many times the audience is not really interested in the brand of the business or product in question, instead they are only interested in the opinion of the influencers This is because most influencers have systematically built an engaged and enthusiastic audience They follow the person because of certain values that the influencer brings to them In addition, consumers today tend to put their trust in the voice or judgment of a third party they trust to make purchasing decisions.
2.2.1 Introducing the development history of YouTube
YouTube is an American online video sharing platform headquartered in San Bruno, California This social network allows users to upload videos online as well as watch, like, share and comment on other people's videos on PC, laptop, tablet and mobile phone devices These videos range in topics ranging from movies, music, information sharing, TV shows, short documentaries, sound recordings, movie trailers and more such as video blogging, videos Creative short and educational videos Unlike other social networks, YouTube allows those who do not have an account to watch all the videos but setting up a new account can upload unlimited videos Users can view, like, share, comment, receive notifications of activities on the channel and upload their own videos Videos are regularly censored by YouTube's headquarters located in different countries. Currently, YouTube has developed and is available in almost every country with more than 50 different languages including Vietnamese.
In February 2005, three former PayPal employees and talented engineers, Chad Hurley, Steve Chen and Jawed Karim founded YouTube After PayPal was acquired for $1.5 billion, the three decided to go out on their own and start a new
Doan Quynh Chỉ — 11190803 - Business English 61A company on their own The domain name "YouTube.com" was activated on February 14, 2005 and the website interface was developed and perfected in the following months YouTube's original headquarters were located in an office above a pizzeria and Japanese restaurant in San Mateo, California "Me at the zoo" was the first video on YouTube and this video was filmed by Jawed Karim at the San Diego Zoo and uploaded on April 23, 2005 In December 2005, the first YouTube video to hit 1 million views was a Nike promotional video featuring a contribution Face of Brazilian soccer player Ronaldinho YouTube officially launched on December 15, 2005 after receiving a $3.5 million investment from investment firm Sequoia Capital in November, during which time the site received 8 million views per day.
The "Content Verification Policy" was introduced in January 2006 after fans of Saturday Night Live began uploading draft videos of "Lazy Sunday" to YouTube One of those videos became famous and reached 7 million views The National Broadcasting Company (NBC) asked YouTube to take down this video, and from there the "Content Verification Policy" was born, allowing copyright owners to easily detect copyright infringement YouTube signed an agreement with NBC and gave the media company access to digital technology just a few months after the incident This acquisition marks the beginning of cooperation with several important content providers in the future.
Introducing the interface of YouTube - s55 << c++cxsseeseess 24 2.2.3 YouTube's video recommendation algorithm ô+ 26
Homepage is the first tab that appears when you open the YouTube app and log in The Home tab will show recommended videos to the user based on the user's preferences and activity on YouTube Here YouTube will continuously update the appropriate video content for users On YouTube homepage, users can optionally choose recommended videos, search for videos in the search bar, and update notifications of posts and videos users are interested in (notification button is only available after user login) In addition, there are shortcuts on the homepage so that users can immediately access tabs such as the subscription, library, history, shorts, explore (trending, music, gaming, news, and sports), more from YouTube (YouTube Studio and YouTube Kids), settings, etc.
The Channel page serves as a central hub for all content associated with a user's account It showcases all uploaded videos, liked videos, and playlists, making them accessible to viewers Additionally, the page features various tabs (tags) that enable easy filtering of content types, including videos, short-form content, live streams, playlists, community posts, subscribed channels, and descriptive information about the channel.
This feature allows users to be notified whenever there are comments or likes from other users that interact with previous user activities If a user subscribes to notifications from other channels, they will also receive a notification every time that channel posts new content.
YouTube Studio allows creators to manage their content and gain insights into their channel's performance It provides real-time data on metrics such as views, subscribers, and watch time This data helps content creators analyze viewer engagement, identify sources of traffic, and determine the most popular videos on their channel By understanding these metrics, creators can optimize their content strategy and improve the reach and engagement of their videos.
Doan Quynh Chỉ — 11190803 - Business English 61A playlists, top tags, etc Most of all, YouTube Studio will help identify customer profiles through information such as the time the audience spends to watch YouTube videos, age, gender, what other channels the audience watches, or what content the audience watches.
YouTube Studio provides an extensive suite of tools for content creators, enabling them to seamlessly upload and edit videos With this manager, creators can effortlessly organize their content by creating and managing video playlists Additionally, it offers robust moderation capabilities, allowing creators to manage viewer comments and ensure a positive engagement environment Furthermore, YouTube Studio empowers creators to enhance the accessibility of their videos by adding subtitles, making their content available to a wider audience.
YouTube Studio supports multi-channel management If a person owns multiple YouTube channels under the same Google account or from other Google accounts, each channel will be managed by a YouTube Studio page dedicated to that channel Besides, if there are some people with different YouTube channels in different Google accounts who want to manage one channel without switching Google accounts, it is feasible Thereby helping users manage more channels in the same time period So, if a user wants to manage any channel, he just needs to switch the account he is using for that channel by clicking on the channel's avatar in the upper right corner.
After the user clicks to watch a certain video, the system will redirect the user to the page of that video On this page, users can see the video description and interact with the video such as clicking to adjust video speed, clicking directly on the part the user wants to watch, turning on subtitles, adjusting the resolution of the video, and increasing or decreasing the volume Activities such as like, share, comment on videos and interact with other people watching videos are also done on this page Next to the video, there will be a range of suggested videos that YouTube expects users to click to watch.
In addition, YouTube also has a livestream feature that broadcasts and interacts directly with people on social networks about what is happening at the moment. People who are watching live videos can interact with content owners or other viewers right in the "chat" bar When the video has finished broadcasting, this chat bar will close and the video will return to the normal video interface Live Streaming brings many benefits to content creators such as enabling creators to generate revenue, making videos more prominent, organizing real-time online events, or building close and authentic relationships with followers.
Doan Quynh Chỉ — 11190803 - Business English 61A
After the user enters a keyword in the search bar, YouTube will go to a page that suggests videos containing that keyword Here users will browse to select videos with thumbnails and titles that attract them to click to watch This page can also assist users in finding channels and recommend suitable service advertisements to users.
YouTube Shorts is a short-form video sharing platform powered by YouTube. Viewers will scroll through countless vertical videos with a length limit of 60 seconds While primarily intended for viewing on smartphones, YouTube Shorts can still be viewed on computers and tablets by typing #Shorts into YouTube's search bar It can be seen that the design of YouTube Shorts is similar to the design of the Tiktok platform This is also because the origin of YouTube Shorts was to be released as beta in India in September 2020 following India's TikTok ban.
YouTube uses algorithms to judge how interested users are in content, thereby proactively recommending similar content to keep users on the platform longer. YouTube will especially prioritize content that can retain users, and the longer users stay on the platform, the more opportunities businesses will have to interact with their potential customers From here YouTube and content creators have a reciprocal relationship YouTube uses algorithms to identify popular content and then recommend that content or its creator's channel to people YouTube's recommendation system evaluates whether a video is clicked by many users and watched to the end, or if users just clicked on it, watched the first few seconds and then moved on to another video The fact that users watch to the end of a video is a signal that the video is high quality or worth watching Surveys also appear on the app to collect direct user feedback on the recommendation feature. Although the principle of operation is the same, the YouTube algorithm will make adjustments to recommend videos suitable for each location.
The homepage is the first page users see when accessing YouTube; therefore, to keep users engaged and continue to discover videos on the platform, YouTube will have to recommend videos on topics that users are interested in and are likely to click On the YouTube homepage, priority will be given to videos that
Doan Quynh Chỉ — 11190803 - Business English 61A have been viewed by users The videos of the channel that the user has subscribed to, the outstanding videos of the channel in 48 hours or the videos of another channel but having the same content key/topic as the videos users often watch will appear here The algorithm will also look at viewers with similar characteristics to the user to find a list of videos that the user might enjoy watching.
On the video playback page, there will always be a suggestion section which is a video strip that YouTube encourages users to watch The algorithm in this section is also based on data collected from video viewing history and user viewing behavior However, the algorithm here is different on the homepage in that the recommended videos are often grouped Groups can include: videos that will have the same key as the video the user is watching, videos with the same author as the video the user is watching, or videos the user has watched in the past In addition, after recommending videos to users, YouTube will measure which video is most clicked to watch by people after watching the current video. That video will be pushed to the top to suggest to later viewers.
YouTube Marketing .- - - c 31331 9 v1 vn ng re, 27
With over 2.5 billion monthly active users, YouTube is the second largest social media platform in the world But YouTube’s large user base is not the only reason brands should not sleep on including the platform in their overall social marketing strategy Having a huge number of users, frequent access and spending
Doan Quynh Chỉ — 11190803 - Business English 61A a lot of time on the flatform, YouTube has become a great potential customer channel for shops and businesses On the YouTube side, the platform always updates, changes and improves many of its features to further enhance the platform, helping viewers and content creators stick with the platform longer. YouTube is not only an entertainment channel but also a place to make money for content creators YouTube has become such a massive and valuable platform that there are people whose sole job is to create content for it Channel Factory (2020) shared that the first thing a content creator needs to do is find a niche. They will choose something they are passionate about to share that passion with others through their content From there, they can start creating engaging content that viewers will enjoy watching They also need to know the topics that their channel's audience cares about at certain times in order to attract more viewers to the channel There are so many different channels and loads of content on YouTube, so creators will also need to find ways to set themselves apart from others by developing their own personal brand As content creators start publishing more and more content to grow their channel, they should also engage with their viewers not only to gain loyal followers but also to benefit from the YouTube algorithm.
For businesses and brands, YouTube marketing brings a lot of benefits to users, business people and product marketers Building a brand marketing strategy on YouTube helps brands reach many potential target customers, creating sales growth opportunities.
According to Emeritus (2022), YouTube marketing is a strategy that involves a powerful mix of tactics for promoting products/services or brands This includes the creation and uploading of promotional videos on the company’s YouTube channel, working with influencers and using YouTube’s advertisements, etc. YouTube marketing can be understood as the use of YouTube's media platform by users to post videos for informational marketing purposes Duggal (2023) stated that many people have a love for video, so businesses should consider video as part of their marketing strategy Video can evoke more emotion than any other form of content because they turn messages from static text into engaging dynamic text This type of interesting and attractive content has the ability to increase the conversion rate of the business because the viewer after grasping the information conveyed by the business will have a certain awareness of the business value, product product, service or brand Duggal’s (2023) definition of
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YouTube marketing involves promoting businesses on YouTube using videos and advertisements It is a more focused form of marketing compared to the broader definition provided by Emeritus (2022), which emphasizes advertising in general.
Advertising helps businesses to directly make money from YouTube and in return they need to invest advertising budget Businesses set up an account and pay for their advertising on YouTube YouTube places advertisings throughout the homepage, search page, video page, pre-roll, mid-roll or end-of-video Users who watch the video will see these advertising and if interested they can come to learn about the business's channel or product/service infomation website. However, the reality shows that there are many promotional activities that can be done on a YouTube channel that businesses or content creators can do to grow and make money on the channel.
To produce and evaluate effective content and marketing activities on the channel, it needs to be based on certain criteria The indicators of results brought back after the time of marketing activities on the channel need to be considered so the research can basely evaluate the channel’s advantages or problems. Skyperry (2020) classified YouTube metrics into 3 stages which are Attraction, Consumption, and Reaction Metrics of attraction stage are related to attracting viewers while metrics of consumption stage track how viewers watch videos and reaction stage’s metrics track how viewers respond to videos.
Attention stage’s metrics include traffic, impressions and click through rate, and demographics This stage of receiving content is when viewers click the video and watch that video Videos reach viewers starting from being featured on the homepage with a catchy title and thumbnail — this is the stage that attracts action.
Consumption stage’s metrics in this study include average percentage viewed
(APV) and watch time from subscribers This metrics measure the average percentage of video length viewed This ratio is especially important because YouTube uses it to gauge how attractive the video is to users.
Engagement is a crucial aspect of YouTube channel performance, as it indicates how viewers interact with the content The reaction stage encompasses the duration of time viewers spend watching a video, as well as engagement metrics like likes, follows, and shares These metrics provide insights into how viewers perceive the content, allowing creators to gauge its effectiveness.
Doan Quynh Chỉ — 11190803 - Business English 61A video content and whether business is targeting the right audience with the right videos Customer response analytics tells more about the channel's audience and its relationship with the channel.
YouTube is also the world’s second largest search engine Although search ranking on the platform is highly competitive, businesses could consider how to take advantage of video recommendation algorithm to push their videos to the top In addition, Sheikh (2022) mentioned three ways marketers use YouTube which are creating original videos, partnering with influencers, and running video ads She also mentioned how effective it is when businesses build their trust and credibility on the channel The higher a channel's video traffic and views, the easier it is for businesses to highlight their brand and sell products to their customers This is like fishing that can only be possible when fish are stocked in large numbers in the pond In order for videos to maximize their marketing value, these videos need to have views To attract viewers or increase channel subscriptions, businesses can also carry out appropriate promotion activities.
One of the ways to increase YouTube video views very naturally and effectively is that the channel will find ways to help the video increase its recommendations to show up on YouTube Vo (2023) has listed four necessary techniques to take advantage of the YouTube algorithm to increase impressions, which is creating a habit of watching the channel's videos for users, quickly increasing video views in a short time, optimizing the search engine of the channel to the top of YouTube search, and grouping related videos into the same playlist These techniques can all be implemented based on optimizing the keywords on the video's title, thumbnail and description.
In terms of advertising, one of the most popular and effective forms of marketing today is using the YouTube platform itself to promote videos more widely. Advertising activities require the channel to invest budget as well as the ability to optimize advertising videos Businesses have to create accounts and pay advertising fees to YouTube so that the platform allows their ads to reach users within a certain range Ensuring effective marketing from YouTube advertising needs: advertising running technique, appropriate budget, suitable time, strategy and suitable products and services (Vo, 2023) YouTube currently offers two main types of advertising: video ads and display ads Video advertising is the process of displaying ads either inside online video content — usually before,
Doan Quynh Chỉ — 11190803 - Business English 61A during or after a video stream, known as pre-roll, mid-roll and post-roll — or as standalone ads A majority of video ads are bought, sold and displayed programmatically using various targeting methods and may also include interactive elements (Wlosik & Sweeney, 2022) It can be simply understood that video ads is a form of advertising products, services and brands through videos.
ANALYSIS AND FINDINGS .-cSSSSĂSSnSssSeessee 33 3.1 Analysis of current YouTube marketing acfẽvifies ô- ô 33
Content trend on the channeÌ - -. 56s xxx >svEssvseesseesse 33 3.1.2 Evaluations of marketing activities on the channel
Capturing content trends on the channel is very important in assessing the current status of the channel's operation and proposing the right marketing activities direction that is suitable for the market Content topics on the channel are divided into 5 main groups: pre-matriage, marital conflict, adultery, personal development, and family The “pre-marriage” topic deals with knowledge about love or focuses on solving common problems that couples have to cope with before marriage The topic of “marital conflict” focuses on resolving conflicts that occur between husband and wife in marriage The “adultery” theme is separated from the marital conflict because this is considered a large and complex issue The topic of personal development will be about healing the wounded soul and psychological problems; learning the philosophy; learning how to master yourself and change yourself to become a better person Finally, the topic of family is the topic related to raising children and getting along with parents or parents-in-law The remaining amount of content will belong to other types such as the direct course promotional video according to marketing campaigns or the trailer of the live program organized by Happy Academy.
Figure 3.1 Content topics that posted on the Tue An YouTube channel from
Doan Quynh Chỉ — 11190803 - Business English 61A
During the period from December 2022 to February 2023, the channel has mainly focused on two content on the topic of personal development and marital conflict The topic of personal development accounted for the most with 41% of the amount of content, followed by the topic of marital conflict with 31% of the amount of content The number of videos on the adultery topic is almost half as much as on the personal development topic The percentage of content about pre- marriage topics on the channel is low which is only about 5% of the total content.
Figure 3.2 Content topics that customers are watching on the Tue An
YouTube channel from December 2022 to February 2023
The business then surveys the trend of content the audience was following during the same period of time The most popular topic in the market is similar to the expectation of business There are 41% of content about personal development. However, unlike the business orientation, the second place belongs to the group
"others" and the topic "pre-marriage” also ranked third in the chart which shows that viewers on the channel are tending to pay less attention to the content that businesses are aiming for The study conducted a direct survey with customers to confirm what viewers prefer The chart below shows the percentage of topics selected by customers during this time.
Doan Quynh Chỉ — 11190803 - Business English 61A
What topic do you want to watch the most on the Tue An's channel?
Figure 3.3 Topics of interest to the audience on the Tue An YouTube channel
In general, it can be seen that topics about marital conflict, personal development, and pre-marriage account for the highest percentage of surveyed topics To be more specific, the topic of resolving conflict between husband and wife got the highest percentage of people with 35.6% The second and third were personal development and pre-marriage topics which stood at 26.3% and 24.8% respectively Besides, the percentage for the family topic is half of the percentage for the adulterous topic.
In conclusion, the figures show an increase in the number of people interested in the topic of premarital conflict This is a point businesses can pay attention to from which to orient content for the right channel to bring better reach and revenue.
3.1.2 Evaluations of marketing activities on the channel
Firstly, traffic metrics will describe the sources of access to the video The traffic source is the aggregate of all the places the video is likely to show up The figure below shows sources statistics of the Tue An YouTube channel that gather the most traffic:
Doan Quynh Chỉ — 11190803 - Business English 61A
(Source: Tue An’s YouTube Studio, 2023)
Figure 3.4 Statistical results of traffic source of the Tue An YouTube channel from December 2022 to February 2023
It can be seen that 26.3% of video traffic on the channel comes from suggested videos It is also the channel's biggest source of traffic This traffic comes from videos that appear alongside the video a viewer is watching and is often next in an autoplay or suggested playlist Through this index, it is possible to evaluate that the effectiveness of the content in placing the title and the thumbnail of suggested videos is doing well When the title and thumbnail of suggested videos can recall the prominent key contained in the title, thumbnail or content of the video viewers are watching, it will be easier to get more clicks on those suggested videos Videos through this YouTube recommendation feature often have related content Therefore, it will be easier for businesses to educate viewers and convince them to buy products.
The browse feature is a significant traffic source for the Tue An YouTube channel, accounting for 22.7% of total traffic This audience consists of users who know and follow the channel, indicating a certain level of trust and familiarity Leveraging this source is crucial for driving sales, as these viewers are more likely to make purchases due to their existing positive perception of the channel.
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Traffic source from shorts feed takes third place with 17.9% of total traffic In fact, the content from the shorts of Tue An YouTube channel is only getting videos from Tiktok or cutting any good parts of the long video of speaker Tue
An Shorts is a new feature on YouTube, so there are many hidden opportunities that need to be explored Besides, the traffic source from YouTube search came in fourth place with 14.2% This traffic source comes from viewers searching by keywords related to the video content. tué an tue an tuệ an mới nhất tinh khúc phu thé
(Source: Tue Án s YouTube Studio, 2023)
Figure 3.5 Searched keywords of the Tue An YouTube channel from
Tue An is currently developing as a well-known personal brand in the psychology market It can be seen that nearly a third of the searched keywords are related to "Tue An" This is because audiences tend to come to the channel because of the knowledge brought by Tue An or because of the speaker Tue An, rather than looking for direct problem solving methods This makes development on the search page not the strength of the channel and it will be easier for the company if they continue to develop channel and product brands based on the influencer - Tue An. b Impressions and click through rate
Secondly, impressions and click through rate (CTR) metrics measure how often a person watches a video after an impression on YouTube If the video gets a lot of traffic and impressions, but there are no clicks to watch the video, then the video
Doan Quynh Chỉ — 11190803 - Business English 61A thumbnail and title are not attracting the target audience.
Impressions and how they led to watch time ailable 1 Dec 2022 F
(Source: Tue An’s YouTube Studio, 2023)
Figure 3.6 Impressions and click through rate of the Tue An YouTube channel from December 2022 to February 2023
The number of content impressions of Tue An YouTube channel is 11 million, of which 68.3% of the impressions come from YouTube recommendations During the period from December 2022 to the end of February 2023, the channel had 107.800 hours of view from impressions and 754.000 views (This does not include views from sources where we do not track impressions) corresponding to 748.000 video clicks (6.8% click-through rate) The rate of clicks will usually fluctuate depending on the content quality or the habits and customer needs on YouTube The current channel has a click rate of 6.8% is the average for a training channel (usually ranging from 6-10%) There is a high click-through rate while the low average view duration means that viewers are only attracted by the title or thumbnail but the content is not enough to keep them The average view duration of the channel is 8 minutes 34 seconds while the average length of videos posted on the platform is 16 minutes 5 seconds (Happy Academy, 2023). Thus, the indicator shows attractive content because it has the ability to retain the
Doan Quynh Chỉ — 11190803 - Business English 61A audience on average view duration up to 50% On the contrary, the content creator needs to improve the title and thumbnail to attract viewers paying attention and to increase the video clicking rate A direct customer survey about visual and content quality on the channel which results in figure 3.7 was conducted to verify this claim.
Solutions to promote marketing activities on You Tube
Happy Academy and its YouTube channel, Tue An, collaborate to foster a harmonious and thriving community Through impactful content, local businesses empower clients to navigate psychological and interpersonal challenges effectively Additionally, tailored products supplement these solutions, offering comprehensive support for clients' well-being.
To achieve this, the channel needs to train and convince more and more customers to understand the value of the product Since then, the goal of expanding revenue on the Tue An YouTube channel was born to serve the development of the business and the benefits of customers.
To achieve this orientation, a YouTube channel needs to understand the channel's performance and outstanding issues; build and improve the content; and seize opportunities and develop effective marketing ideas Businesses also need to understand the link between channel traffic flow and revenue which is the fact that revenue can only increase when the business cultivates a large number of people to access the channel After evaluating the channel's current marketing activities, marketing promotion ideas will be selected selectively based on the channel's situation.
Happy Academy has never exploited advertising activities for the channel because the YouTube channel has not been focused on promoting revenue. However, with the current direction of the business, YouTube advertising can become a useful tool to increase awareness of viewers about brands by attracting attention and promoting at large scale.
YouTube's advertising capabilities blend the benefits of ATL (above-the-line) and BTL (below-the-line) advertising, creating TTL (through-the-line) advertising This approach is ideal for small businesses like Happy Academy as it enables broad reach to their target audience while offering flexibility to niche down to specific subgroups YouTube's cost-effective solutions leverage its features to precisely target potential customers based on keywords, demographics, and other relevant parameters Additionally, YouTube's vast reach and audience-targeting capabilities make it a compelling platform for businesses looking to maximize their advertising ROI.
Doan Quynh Chỉ — 11190803 - Business English 61A advertising is very wide and can be transmitted far to other countries The survey mentioned in the "Attraction stage" section of the report also shows that the channel has the appearance of customers from different countries Besides, the course product and private coaching consultation route 1:1 can be done online. This is the reason why the Tue An YouTube channel is able to expand such a market through advertising.
Advertising on YouTube have many forms such as advertising appearing on YouTube homepage (YouTube Masthead), advertising displayed in videos on YouTube while customers are watching (Skippable/Non-skippable In-stream Ads), Google Display Network (GDN), Bumper, Promoted Videos, or Pre-roll. Depending on the advertising purpose, businesses will invest in the type of advertising that is suitable for the situation and each marketing campaign on the channel For example, the browse feature ranks second in the Tue An YouTube channel traffic source at 22.7% of total traffic This source comes from recommended videos on the homepage of users who already follow the channel and have high buying potential The company can run advertising on the homepage of this customer group to push the reach of products.
If the company wants the channel to gain more traffic and views from which to reach and convince more potential customers, they have to understand customers’ desires and needs According to the "Content trend on the channel" section of this study, the topic of pre-marriage only accounted for 5% of the total content posted because it was not in the direction of the channel's content focus during the period However, actual results show that 17% of the total customers are interested in this topic (according to the business survey) and 24.8% of the total customers want to watch this topic the most (according to the research survey). Therefore, the study proposes a content redirection channel for the topic that are showing signs of growth in the market - Pre-marriage.
To enhance channel performance, it's crucial to optimize untapped opportunities YouTube Shorts, an underutilized platform with immense growth potential, should be leveraged Additionally, by improving title and thumbnail quality, the channel can captivate viewers and increase click-through rates, driving traffic and engagement.
Doan Quynh Chỉ — 11190803 - Business English 61A
Shorts appear on YouTube bring a lot of potential for businesses to exploit. YouTube has 2 billion monthly active users, 1 billion hours of content watched per day, and 70% of videos watched on mobile devices (Adsplus, 2022) This means that the majority of YouTube content is viewed on mobile devices The introduction of YouTube Shorts reaffirmed the shift to short, easy-to-understand and mobile-first content Shorts are also being tested by YouTube, so the accessibility of shorts’ videos will be high If the channel provides content with the same key and topic as the content the user is watching, any target user can stumble across the channel's content on YouTube Shorts This platform was also created to help brands connect with the next generation of users, who are young and love creative diversity in content form and content Young people in the 18 to 25 age group are the ones who are frequently interested in the topics of love and pre marriage This makes YouTube Shorts a suitable choice if the channel wants to expand in terms of scale and creativity in content.
Each video on YouTube is a separate creative product, but in order for customers to understand that, the title and thumbnail need to do their part to attract audience clicks The goal of the thumbnail and title is to summarize the content of the video and help attract the audience Audiences only have a few seconds to flip through thumbnails and titles to decide whether to click on the video or not. Currently thumbnails on the Tue An YouTube channel have their own standards. Happy Academy can choose to renew the appearance of the thumbnail, but this will break the channel's typical design style Therefore, This study proposes the channel for optimizing content in titles and thumbnails In terms of content, attractive titles and thumbnails need to identify two basic factors which are popular keywords and customer needs Popular keywords can be words or phrases that make up sentences which can be derived from emerging keywords in the market to get YouTube's recommendations When choosing keywords, the channel needs to clearly see what the goal is (going in the direction of suggested video, YouTube search, or browse features on the homepage) Meanwhile, customer demand has to be defined and mentioned in the title and thumbnail clearly, thereby creating curiosity and excitement for customers to click and watch the video Happy Academy needs to reorient the content and target customer files in the next campaigns to exploit the appropriate content key for the title and thumbnail.
In conclusion, redirecting or improving content is necessary for the time being if
Doan Quynh Chỉ — 11190803 - Business English 61A businesses want to make a new breakthrough in revenue Content is the soul of a YouTube channel so it always needs to be carefully and thoroughly considered and refreshed Channels need to regularly survey the market to avoid wasting resources because of building inappropriate content.
3.2.2.3 Promotion with the influencer Tue An
A direct survey of the customer's level of solution awareness was conducted to clarify the promotion marketing proposal in this section.
@ For reference only, not applied yet
Figure 3.13 The application of the channel’s knowledge by viewers
The pie chart shows the application of knowledge by viewers on the Tue An YouTube channel Overall, the number of people who watched the video and applied the knowledge in life was higher than the number of people who only watched it for reference, but the difference is not significant.
Despite the impressive reach of Tue An's channel, a significant portion of viewers (54%) have yet to take action This hesitancy stems from concerns about the practicality of the methods presented, which undermines the product's perceived value and consequently results in lower sales conversions, with 45% of viewers relying on the channel's knowledge as a reference but not making a purchase.
Doan Quynh Chỉ — 11190803 - Business English 61A
What products on the youtube channel of Tue An have you purchased?
Book “Chinh Phuc Hanh Phuc” 110 (39,4%)
Book “ Tu Ban Doi Den Ban Đao” 83 (29,7%)
Book “Binh Yen Trong Bao To” 83 (29,7%)
28 Days of Pain Healing Course 46 (16,5%)
| haven't bought any products yet 78 (28%)
Figure 3.14 The number of purchases for each product on the Tue An
The chart above shows the percentage of people who purchased a product on the channel The 32-day course, 30-day course, consulting service and 28-day course are the 4 products having the lowest positions with 7, 21, 26 and 46 purchases, respectively Through the chart, it can be seen that the number of people who have never purchased products on the channel is up to 78 people, much higher than the number of purchases of three courses and consulting services.