YouTube is a video sharing platform that reaches more 18-34 and 18-49 year-olds than any cable network in the US. Various studies have examined YouTube's role in different contexts such as healthcare marketing, portrayals of Asian communities, and use by teenagers in Pakistan. Research found YouTube is an acceptable form of healthcare advertising due to responsibility of content creators. Studies also show YouTube allows Asian American users to challenge stereotypes and is used by Pakistani teenagers for entertainment, information, and ease of use. However, women remain underrepresented in many popular YouTube videos.

1. YouTube
Presenting:
Brandon, Kelsey,
Sam, Sidney, &
Taylor

3. YouTube provides a forum for people
to connect, inform, and inspire
others across the globe and acts as a
distribution platform for original
content creators and advertisers
large and small.

5. Users of this platform
can choose to upload
videos that entertain,
inform, persuade,
acknowledge, advertise,
review, teach, or a
mixture of any of these
actions.

6. Make-Up
Tutorials!!

7. Funny &
Entertaining
Videos!!

9. Who Uses YouTube?
• According to statistics drawn up by the famous website,
YouTube overall, and even YouTube on mobile alone,
reaches more 18-34 and 18-49 year-olds than any cable
network in the U.S.
• Users can be teachers, politicians, well-known
company leaders and companies, a biological scientist,
a musician, etc.

11. Click to The amount of time each person spends on YouTube varies by
the person’s circumstances, as with any other activity in life.

13. People use this
platform for
entertaining,
informing,
persuading,
acknowledging,
advertising,
reviewing, and
teaching
purposes.
YouTube users or
viewers can then
watch these
videos tailored to
what they are
searching. For
most people,
YouTube is the
ultimate teaching
tool that provides
steps on how to
master a skill.

14. Scholarly
Research

15. Attitudes on the
use of social
media in
healthcare
communications

16. • Acceptable, effective healthcare
communication was difficult to determine
because of the lack of regulatory guidelines
for promoting FDA approved services.
• Consumers and healthcare professionals are
skeptical of online marketing for healthcare
products naturally, so this was another factor
that was encouraged by what was chosen as
acceptable social media use for healthcare
communication.

17. • Overall, the study found that YouTube
was an acceptable form of social media
advertising.
• This was most likely due to the video
sharing format in which the creator is
responsible for the content of the
advertisement.

18. The critique of
YouTube-based
vernacular
discourse: A case
study of YouTube’s
Asian community

19. • Americans view Asians as "a
group of people who succeed
silently without protesting
anything."
• Many Asian American
youtubers were studied in an
attempt to understand how
some users were able to
disprove preconceived notions
created by popular media.

20. • The study showed that the American
idea of a silent Asian community was
far from reality.
• Although some of these Youtubers
may have unintentionally reinforced
negative stereotypes through their
content, they are certainly not a
silent demographic.
• Some even argue that users such as
Ryan Higa and Kevin Wu might have
used their popularity to contend the
media’s portrayal of Asians.

21. Usage of Social
Networking website
(YouTube) by teenagers
in Lahore, Pakistan

22. • According to the article, the
internet is becoming more
widely available in Lahore,
Pakistan and other similar
places.
• 150 students of equal genders
were studied for purpose
behind their YouTube use.

23. The study found that students used
YouTube for 3 main reasons:
1. YouTube is a cheap easily accessible
platform for information.
2. YouTube is a reliable form of
entertainment.
3. YouTube was very easy to navigate for
the teenagers.

24. YouTube's most
viewed videos:
Where the girls
aren't

25. • This article noted that women are often misrepresented in
traditional media and that female participation was limited due
to the position of women in society.
• It is believed that the majority of content on YouTube was
made for a male audience because of the use of profanity and
slang terms in videos that are demeaning to women.

26. • Overall the study showed that women do not have the same
advantages within technology as their male counterparts, and
that women are not being fairly represented within video
content.

28. •
Former UFC fighter Josh Neer beat up his cyber
bully
Neer posted the video of the beating on
YouTube, which make Josh Neer look like the
bad guy.
Think before you act or it will end up on YouTube!
http://www.smh.com.au/digital-life/digital-life-news/professional-fighter-
beats-up-internet-troll-posts-video-to-youtube-20150225-13oaom.html

29. Both the uploading
of the video and
Neer's reaction
showed
unprofessionalism.

30. 8 Massive Benefits of Using
YouTube For Business
1. Tap into the Horde of
YouTube's Traffic
• 1 billion people visit YouTube
each month
• 100 hours of video are uploaded
every 60 seconds

31. 2. Marketing on YouTube Will Help
You get Found on Google
 Over 60% of
searchers click the
first 3 results found
on Google
 Over 90% of all
Google searchers
click on the first 10
organic results

32. 3. Your Content Never
Dies
• Podcasts
• Infographics
• Presentations
• Video series
4. Grow Your Audience
Worldwide
• Add other videos
• Content on your website
• Email auto-responder series
• Products and services on offer

33. 5. Build Your Email List in YouTube
• Use software that
allows you to
embed your sign-
up form directly
into YouTube
videos

34. 6. Your Audience Will
Promote You and Buy
From you
 Put a personal touch on
your videos to help increase
conversions
7. Target Your Audience
with AdWords for Video
• These videos are free
• You can engage your
audience through earned
views
• The audience is more
likely to subscribe to your
YouTube Channel

35. 8. Make Money with
Adsense for Video
• Adsense gives you the
opportunity to earn money and
grow your audience
• Thousands of channels are
making six figures a year
http://www.wearegrow.com/8-massive-benefits-of-using-youtube-for-
business/

36. Another Article Found:
5 Reasons YouTube Should be a Part of Your Social
Marketing Strategy
 Commenting
 Sharing
 Creating playlists of your favorite
YouTube videos
 Rate Videos
 Favorite videos
1. No videos required

37. 2. Sharing Valuable Content
 Sharing videos to other
popular social networking
sites
 Sent by email
 Sent by one of your
YouTube friends
3. Social Activities Update
feeds
 "Realtime updates"

38. 4. Understand your video's
Effectiveness
Helps to grow your
business and
increase sales
Insight statistics
and data

39. 5. Website Traffic
 You can generate interest in
channel pages
 This generates traffic to the
website
• Traffic coming from YouTube is 357%
more than from Google search
• YouTube had the second highest
conversion rate
http://smallbiztrends.com/2009/05/5-reasons-youtube-social-marketing-strategy.html

57. References
 About YouTube. (n.d.). Retrieved from https://www.youtube.com/yt/about/
 Biggs, T. (2015, February 25). Professional fighter beats up internet troll, posts video to YouTube. Retrieved
from http://www.smh.com.au/digital-life/digital-life-news/professional-fighter-beats-up-internet-troll-posts-
video-to-youtube-20150225-13oaom.html
 Campbell, T. (2009, May 11). 5 Reasons YouTube should a part of your social marketing strategy. Retrieved
from http://smallbiztrends.com/2009/05/5-reasons-youtube-social-marketing-strategy.html
 Guo, L., & Lee, L. (2013). The critique of YouTube-based vernacular discourse: A case study of YouTube’s
Asian community. Critical Studies In Media Communication, 30(5), 391, 404.
doi:10.1080/15295036.2012.755048.
 Hellebusch, S., Popovic, K., & Smith, C. (2013). Attitudes on the use of social media in healthcare
communications. Journal of Communication in Healthcare, 6(1), 22, 27.
doi:10.1179/1753807612Y.0000000029
 Jan, M., Paracha, S., & Zia, A. (2012). Usage of social networking website (YouTube) by teenagers in Lahore,
Pakistan. Global Media Journal: Pakistan Edition, 5(2), 26, 35-36. doi:10.1111/j.1083-6101.2012.01579.
 McLaughlin, M. (2013). YouTube's most viewed videos: Where the girls aren't. Women & Language, 36(1),
43, 45, 47.
 Statistics. (n.d.). Retrieved from https://www.youtube.com/yt/press/statistics.html
 Team, G. (n.d.). 8 Massive benefits of using YouTube for business. Retrieved from
http://www.wearegrow.com/8-massive-benefits-of-using-youtube-for-business/
 Trinanes, A. (2014, November 3). Starting your own YouTube channel: Do’s and don’ts & what you should
know. Retrieved from http://www.mrtechie.net/articles/starting-your-own-youtube-channel-dos-and-donts-
what-you-should-know