最近在福布斯传播委员会看到了一篇不错的关于Youtube的营销的英文稿件，我为大家总结了一下。
以下为中文翻译版以及英文原版，有想了解Youtube营销的欢迎和我交流。
世世代代之间的距离越大，就越难理解对方的需要和需求。每一代人都对世界有着一种看法，这种看法是由关键事件和技术形成的。
youtube就是一个例子。它已经有足够长的时间，有人认为它是mtv长期哀叹视频或寻找如何拆卸(然后安全地重新组装)烘干机的地方。然而，其他一代却发现了小众化影响力的力量：那些用风格玩在线游戏的人，教人们烤不同寻常的蛋糕，并以有力的方式分享故事。
视频内容目前尤其需要满足，这意味着接近正确的影响力者-或者经常更新自己的内容，同时使用真实语言-可以帮助你利用youtube营销来吸引年轻一代。以下是12名通信主管福布斯传播委员会权衡一下z组的最佳方法。
1.专注于移动第一思维。
组成Z一代的青少年在千禧一代之前就拥有智能手机，每一个想要瞄准这个群体的营销人员都应该采取移动第一的方式。通过制作和发布短而有趣的视频，有很高的病毒倾向，营销人员可以利用youtube将智能手机作为目标，播放与他们正在搜索或观看的内容相关的前期广告。steven Pulcinella, ProspectsPLUS！
2.记住你的“自我”
YouTube只是你的另一个信息渠道，Z世代和千禧一代使用的方式和X世代和婴儿潮一代使用谷歌的方式一样。把你的谷歌SEO程序中的挑逗者和资产转化为具有声音和个性的短视频，这对这个市场很有吸引力。你的信息，你的“为什么”，都是一样的：是你的传递渠道和你对信息的展示被创造性地改写了。娜塔莉哈恩, n.Billtrust
3.把关键字放在正确的点上。
人们经常忘记youtube是一个强大的搜索引擎，你的视频的各个方面都可以优化。包括标题中的常见关键字、播放列表名称以及最重要的是使用常用的术语添加长描述。虽然有些基本原则，但这些策略可以增加你品牌内容的流量，最终你的网站不会有显著的预算增长。希瑟·杜伊特, NoteVault
4.追求真实性，而不是完美。
许多品牌在制作视频时遇到了困难，因为它们的目标是完美。这一战略往往导致更高的预算、数十次会议和更少的视频。相比之下，流行的vlogger制作了大量的视频，并不担心创建完美的视频。他们知道真实性是创造更有个性和更吸引人的内容的关键。不要追求完美。是真实的。-迈克·德尔加多, n.Experian
5.经常生成内容。
视频是今天与z说话的媒介，无论是通过facebook还是youtube。成功的youtube影响力者，比如罗根保罗，经常会产生内容，而那些品牌则每月或每季发布视频内容。关键在于品牌如何更高频率地生成相关内容，然后鼓励社区进行最新的视频。卢沉, 廷克斯
6.与那些有机契合你信息的人合作。
z·z·创消费者看像洛根保罗这样的社交明星，作为一个每天都能成功的人的榜样。对于在来说，品牌代言是证明那个人如何成为明星的明证。品牌需要与那些有机地配合他们的信息传递和使用目标的人合作，并在社会上付出努力，继续在观众中吸引品牌知名度。n.Kriselle, n.芝诺群
8.利用Z将军对发现的热爱。
z gen在营销方面非常精明，任何不觉得原创和真实感的运动都不会有你想要的影响(或印象)。通过与vloggers和社交媒体影响力者合作，发掘他们对发现的热爱，他们将以真正的方式展示你的品牌和产品，并将与他们的观众产生共鸣，同时保持对你品牌的真实感。n.Nadja, 公理
9.找些小影响力。
有时候，大观众的影响力并不能具体地针对你的观众。为了更有效地实现目标，寻找微影响力，拥有数万名用户直接向客户表达的用户。n.弗雷娅, 千年联盟
10.研究影响力者的账户数据。
与youtube明星合作可以提高品牌知名度。在朝着这个方向前进之前，请记住你的目标受众。与一个有良好跟踪的客户联系，并愿意向您提供有关他们帐户的分析数据。关注受众人口统计，如年龄、性别和地理。这些细节将有助于你对谁与谁合作做出一个有教育的决定。n.Alysia, 视觉源
11.鼓励个人和相关的故事。
鼓励有影响力的人在谈论你的品牌时讲一个个人故事，这个故事能唤起人们的情感，而不仅仅是漫谈产品的功能。与大多数营销渠道不同的是，有了YouTube的影响者，你就有机会在更深的层次上联系，展示你的产品如何适应他们的生活。史黛西维克, 芝麻
12.让同行们提出建议。
年轻消费者受到同行建议的严重影响。在床垫公司，我们与影响力者-无论是youtube或其他数字平台-来培养与志同道合的消费者的关系。通过对待影响力者作为我们品牌的延伸，我们能够启动与我们预期受众的行为变化。g‘nai Blakemore, 床垫公司
以下为原文
The more distance there is between generations, the more difficult it is to understand each other’s wants and needs. Each generation carries a perception of the world, shaped by key events and technologies from their formative years.
YouTube is an example of this. It’s been around long enough that some view it as a replacement for MTV’s long-lamented videos or a place to find instructions on how to disassemble (and then safely reassemble) a dryer. Other generations, however, have discovered the power of niche-focused influencers: people who play online games with style, teach people to bake unusual cakes and share stories in a punchy way.
Video content is particularly in demand at the moment, which means approaching the right influencers — or regularly updating your own content while using authentic language — can help you leverage YouTube marketing to appeal to the younger generations. Below, 12 communications executives from Forbes Communications Councilweigh in on what approaches work best for Gen Z.
1. Focus on the mobile-first mindset.
The teens that make up Gen Z had smartphones before their millennial counterparts, and every marketer looking to target this demographic should take a mobile-first approach. By creating and publishing short, fun videos with a high propensity of going viral, marketers can leverage YouTube to target smartphones with pre-roll ads that are related to the content they are searching or watching. - Steven Pulcinella, ProspectsPLUS!
2. Remember your ‘why.’
YouTube is just another channel for your message, one that Gen Z and millennials use the same way Gen X and boomers use Google. Translate the teasers and assets in your Google SEO programs into short videos with a voice and personality that appeals to this market. Your message, your "why," is the same: It's your delivery channel and your presentation of that message that gets creatively adapted. - Natalie Hahn, Billtrust
3. Put keywords in the right spots.
People often forget that YouTube is a powerful search engine and all aspects of your videos can be optimized. Include common keywords in your title, playlist names and, most importantly, add long descriptions with commonly searched terms. While somewhat basic, these tactics can increase traffic to your branded content and ultimately your website without a significant increase in budget. - Heather Dueitt, NoteVault
4. Aim for authenticity, not perfection.
Many brands struggle with producing videos because they aim for perfection. This strategy often leads to higher budgets, dozens of meetings and fewer videos. In contrast, popular vloggers produce a lot of video and aren't worried about creating perfect videos. They know authenticity is the the key to creating personable and more engaging content. Don't shoot for perfection. Be real. -Mike Delgado, Experian
5. Generate content frequently.
Video is the medium that speaks to Gen Z today, whether it's through Facebook or YouTube. Successful YouTube influencers like Logan Paul produce content frequently, compared to brands that put out video content on a monthly or quarterly basis. The key is for brands to figure out how to generate relevant content at higher frequency, then encourage the community to engage with up-to-date videos. - Lu Chen, THINX
6. Partner with people who organically fit your message.
The Gen Z consumer looks at social stars like Logan Paul as an example of an everyday person rising to success. To the Gen Zer, the brand endorsement is a testament to how that person rose to stardom. Brands need to look at partnering with people who organically fit their messaging and use targeted, paid efforts across social to continue driving brand visibility among that audience. -Kriselle Laran, Zeno Group
Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
7. Don't be boring.
Almost everyone successful on YouTube has this in common. They keep things light and fun. It doesn't matter what you are conveying, there are always ways to keep it interesting. Especially with Gen Z, attention spans are low: In the first 10 seconds if you don't catch attention, then it's very unlikely they are going to stick around. - Clayton Johnson, Clayton Johnson SEO
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