With approximately $5.6 billion in revenue in 2013, YouTube is the clear leader in the digital video space. Yet Facebook, which only began testing its video ad product in 2013, might actually have a better strategic positioning than its San Bruno rival. The reason comes down to its relationship with publishers. Facebook, unlike YouTube, drives a huge percentage of traffic to publishers like BuzzFeed, The New York Times and The Huffington Post. So as Facebook ramps up its video efforts, it shouldn’t be too difficult to get publishers to create video content exclusively for Facebook.
YouTube already tried this through its original channel initiative in 2011 when it paid publishers like the Wall Street Journal and Slate to produce exclusive content for the video platform. However, YouTube was forced to abandon the initiative when publishers backed out, realizing that distributing video on their own platforms would be more lucrative. For Facebook, the situation is vastly different because it has something that YouTube never did: leverage. …
So far, 2015 is shaping up to be the year of digital video. This month alone, we’ve seen a number of important developments:
In just six years, Uber has become the sharpest and most aggressive customer acquisition machine on the planet. As I explained in an earlier post, Uber can afford to be so aggressive because it benefits from network effect and an extremely high customer lifetime value. So what does Uber actually do to acquire customers? The short answer is that it does lots of viral campaigns. Let’s take a closer look.
Build a Launch Team
Before Uber launches in a city, it sends out a small team whose objective is to get Uber up and running in a matter of months. A general manager with knowledge of the local market leads the team, which also includes a marketer. …