Google host another amazing Creative Access masterclass
Over 200 interns came together last night for a truly fantastic masterclass at the headquarters of technology powerhouse, Google. Their trendy offices spurred on plenty of selfies which aptly led to the evening’s subject topic on YouTube.
The Masterclass covered everything from content planning and citizen journalism to the importance of collaboration and embracing competition. The panel, all of whom work for YouTube, conducted a highly informative Q&A session which gave us all an insightful look into how the world’s most popular vidoe platform operates.
YouTube’s Director, Ben McOwen-Wilson kicked off the session with a short overview of YouTube. He surprised the audience when he disclosed that over 400 hours of video content are uploaded to YouTube every minute.
YouTube was acquired by Google in 2006 which marked a change for Google as YouTube’s demographic is much younger than Google’s other media platforms. YouTube’s Marketing Manager, Aaron Taylor explained that the topic of authenticity is something they always have to keep in the forefront of their minds when it comes to content and brands more than with other Google platforms.
He said “Your generation has such a high “BS” barometer that you can tell when you’re being lied to or when something is fake. So it’s my job to make sure that we’re always being transparent and authentic with what we’re marketing.”
YouTube Space creator, Marc Joynes was next up and talked about the benefits of the project and how it aids collaboration. Marc said “Collaboration with YouTube stars is really important. It can dramatically increase your subscribers. Having a solid content strategy is also important, especially if you want to post regular and engaging videos. One of our clients recently shot over 200 videos in a week and now they have content for the next three months which will give them time to think about their content for the next three months.”
Finally, Zayna Aston talked about her role as PR for YouTube and explained that her typical day could be anything from writing a blog post through to fighting for creative expression and freedom of speech. Once the topic of YouTube stardom was raised, Zayna outlined the three most important aspects that are involved in creating a viral video. She said “Participation, the unexpected and tastemakers are three important factors that make a viral video. Campaigns like the ice bucket challenge got people involved and that’s why it was so successful.”
The evening closed with a wonderful drinks reception and was a fantastic opportunity for our interns to network with each other and our excellent panel.
A massive thanks to our amazing panel and to Google for hosting such a lovely event:
Ben McOwen-Wilson, Director, YouTube, Europe, Middle East and Africa Ramya Raghavan, Head of Brand Marketing, EMEA, Google Zayna Aston, YouTube PR Lead for Europe, Middle East and Africa Aaron Taylor, Marketing Manager, You Tube Marc Joyce, YouTube Creator Space, London