[2/x] Like, Comment, Subscribe: Inside YouTube's Chaotic Rise to World Domination (YouTube. How did the most popular video hosting take over the world?) (Category Management)
Continuing the story of YouTube, which I started in first-postLet's talk about the second part of the book, which I dubbed "10x Growth."
8) Diamond factory Google managed YouTube without much ceremony, almost abandoning its player and turning YouTube into a “giant link machine”. Against the backdrop of corporate governance, the last founder, Hurley, left the company. In parallel, YouTube began to appear studios that got the opportunity to monetize, and they already tightened individual channels, in fact, allowing them to start monetizing. (At that time, monetization was included only in selected). Interestingly, at this time, the demand for advertising space was greater than there were monetized channels. 9) Warriors nerds In 2010 The Nerdfighters Channel took off. (nerd) And it was an example of how video creators shape communities of interest around them. In the same year, VidCon took place. 1400 A person from the subculture of video creators on YouTube. At the same time, views of television programs were falling, and YouTube was growing, but it was difficult to earn a video creator - the site sent a bunch of forms to YouTubers, and they needed to take care of taxes themselves. 10) kitesurfing-TV The story is about appearing on YouTube in 2010 year PewDiePie Swedish (For many years, the most popular channel on YouTube, but I only learned about it when reading this book.). Youtube is also running YouTube. Salamar KamangarHe is the creator of the advertising auction and the ninth employee of Google. He has been running YouTube for over 3 years. At this time, Google wanted to make YouTube more predictable for viewers and advertisers - that's how the concept of channels came about. (cable-like)And the companies that sponsored many channels turned into multichannel networks. These multi-channel networks, for a percentage of the authors’ income, took on tasks to manage creative people that YouTube itself was not ready to solve:) So the guys were able to cope with the torso of YouTube content. At the same time, YouTube flirted with media corporations in an effort to attract high-quality content. They spent a lot of money on it, funded it. 100+ channels, but the content they released did not fly. The main Youtube page was collected by algorithms following clicks, and viewers did not click on this high-quality content. 11) Look at this. In 2013 year happened Arab Spring Youtube has suddenly become a platform for posting video from the scene, as well as a news mouthpiece. We had to recruit individual curators to clean up these information streams and filter the material. In fact, YouTube created an editorial control function as they existed in the media – and this did not fit into the video platform model, where the content was responsible for its creators. 12) Who will speed up the boat? After Larry Page returned to the position of CEO, he rolled out to YouTube the task of doubling the results. All plans have been revised and new ones put in place. OKR Youtube is on the road to hyper-growth. It was based on three ideas. A training mantra for Olympic rowers when performing any action, consisting of the question "Will it speed up the boat's movement?" If it accelerates, then it should be done, if not, then it should be postponed. (more in the book "Will It Make the Boat Go Faster?") - for control in Youtube there were many dashboards with a variety of metrics: views, subscriptions, unique users, DAU, MAU, likes, etc. Aspires not to market share, but to stomach percentage (Like Coca-Cola did when it fought Pepsi.). The point is to figure out what was YouTube's stomach and it was TV. So they got away from clicking and started looking at the time they were watching the video. In the end, the mantra about tenfold led to the problem of growth from viewing. 100 Millions of hours of video every day 1 billion To do this, we had to figure out how to make watching videos as sticky as possible. (sticky)
Continuation in next posts.
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