Digitalni marketing video vsebin

primerjalna analiza YouTube kanala v začetni fazi in dobro ustaljenega kanala

Patrik Arh (Author), Robert Leskovar (Mentor), Miha Marič (Co-mentor)

Abstract

Digitalni marketing igra ključno vlogo v vsakem podjetju, ki je prisotno na digitalnih kanalih, kot so spletna mesta, družbeni mediji, iskalniki, e-pošta in drugo. Dvosmerna komunikacija, ki jo digitalni kanali omogočajo, pomeni, da podjetja bolj kot kadar koli do zdaj skrbijo za svoj ugled, saj se informacije, dobre ali slabe, hitro širijo. Optimizacija za spletne iskalnike (SEO) je podmnožica digitalnega marketinga, ki se osredotoča na optimizacijo vsebine za izboljšanje njene vidnosti med rezultati iskanja v iskalnikih. Cilj SEO je izboljšati uvrstitev spletnega mesta v zadetkih iskanja. YouTube je izredno priljubljena platforma za izmenjavo videoposnetkov. Je eno izmed najpogosteje obiskanih spletnih mest na internetu in drugi najbolj priljubljen iskalnik, takoj za Googlom. Uporabljali smo metodo sekundarnega kritičnega pregleda virov literature in na podlagi metode sintez izoblikovali pregled obravnavanih področij. V raziskavi smo uporabljali primerjalno analizo, s katero smo izvedli primerjavo dveh YouTubovih kanalov v različnih fazah razvoja. Identificirali smo dejavnike, ki vplivajo na optimiziranost in uspeh videov ter jih opisali: ključne besede, oznake, dolžina videa, konkurenca, razmerje med prikazi in kliki, ohranjanje občinstva, všečki, komentarji in delitve, opis videa, podnapisi in ohranjanje gledalcev na YouTubu. Raziskava je pokazala, da videi ustvarjalca Mossy Earth (33,4 %) v povprečju dlje časa zadržijo gledalca kot kanal Patrik in Nature (23,9 %). Podatki kažejo, da ima kanal Patrik in Nature (8,0 %) višji povprečni odstotek razmerja med prikazi in kliki kot Mossy Earth (4,3 %). Primerjava kanalov po razmerju všečkov in nevšečkov, številu komentarjev in delitev kaže, da imata kanala praktično enake rezultate pri všečkih in nevšečkih. Kanal Patrik in Nature glede na število naročnikov prejme skoraj dvakrat več komentarjev kot Mossy Earth. Vendar kanal Mossy Earth prejme dve tretjini več delitev video, ob upoštevanju števila naročnikov. Ugotavljamo, da je poznavanje področja digitalnega marketinga, optimizacije za iskalnike ter platforme YouTube ključno za konkuriranje in uspeh YouTube kanala.

Keywords

digitalni marketing;SEO;YouTube;YouTube Studio;video;

Data

Language:	Slovenian
Year of publishing:	2023
Typology:	2.09 - Master's Thesis
Organization:	UM FOV - Faculty of Organizational Sciences
Publisher:	[P. Arh]
UDC:	004.738.5
COBISS:	171524611
Views:	35
Downloads:	1
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Digital Marketing of Video Content: A Comparative Analysis of an Early-stage YouTube Channel and a Well-established YouTube Channel
Secondary abstract:	Digital marketing plays a vital role in any business that has a presence on digital channels such as websites, social media, search engines, email, and more. The two-way communication enabled by digital channels means that companies are more concerned about their reputation than ever before, as information, good or bad, spreads quickly. Search engine optimization (SEO) is a subset of digital marketing that focuses on optimizing content to improve its visibility in search engine results. The goal of SEO is to improve a website's ranking in search results. YouTube is an extremely popular video-sharing platform. It is one of the most visited websites on the Internet and the second-most popular search engine after Google. We used the method of secondary critical review of literature sources and created an overview of the discussed areas based on the synthesis method. In the research, we used a comparative analysis, with which we compared two YouTube channels in different stages of development. We have identified and described the factors that influence video optimization and success: keywords; tags; video length; competition; CTR; audience retention; likes, comments, and shares; video description; subtitles; and retention on YouTube. The research showed that the videos by creator Mossy Earth (33.4%) retain the viewer longer on average than those of the Patrik in Nature channel (23.9%). The data shows that the Patrik in Nature channel (8.0%) has a higher average CTR than Mossy Earth (4.3%). A comparison of the channels by the ratio of likes to dislikes, the number of comments, and the number of shares shows that the two channels have practically the same results in terms of likes and dislikes. According to the number of subscribers, the Patrik in Nature channel receives almost two times more comments than Mossy Earth. The Mossy Earth channel, on the other hand, receives two-thirds as many video shares, taking into account the number of subscribers. We find that knowledge of the fields of digital marketing, search engine optimization, and the YouTube platform is the key to the competitiveness and success of a YouTube channel.
Secondary keywords:	Internetno trženje;Univerzitetna in visokošolska dela;
Type (COBISS):	Master's thesis/paper
Thesis comment:	Univ. v Mariboru, Fak. za organizacijske vede
Pages:	VII, 75 f.
ID:	19965485