Jake VanKersen
Video Producer at Morningstar
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2019 Digital Innovator Summit
June 13 2019, Chicago, USA
2019 Digital Innovator Summit
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Harnessing the Power of YouTube - Jake VanKersen, Morningstar
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About speaker

Jake VanKersen
Video Producer at Morningstar

For the past 9 years I have been editing, shooting, producing, directing, and writing to pay my bills and help my employers reach their goals.I am proficient with lighting, operating cameras, and editing with either Premiere Pro or Final Cut X. I have working familiarity with After Effects, Photoshop, and the rest of the Adobe Creative Suite. I am also experienced in effectively using videos on the various social media channels including YouTube, Facebook, and Twitter.

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About the talk

Topic: Marketing

From creating compelling content to growing your audience, Jake VanKersen, Video Producer at Morningstar will share tips he’s learned while waking-up, activating and growing Morningstar’s Youtube audience and views.

This session will cover

* Creating brand awareness

* The benefits of publishing on a consistent schedule

* Growing your audience

* Creating titles that get people to click

* The value of experimenting

* Know your numbers

00:10 Intro

01:06 YouTube – More than a video hosting site

03:17 Morningstar’s YouTube page

06:30 Playlist

07:35 Set a schedule

11:09 Growth

12:49 The investing experience insights

14:20 Starting a YouTube channel

16:21 Set an objective

18:23 Recap

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As Hope said my name is Jake VanKersen. I am a video producer here at Morningstar and I was hired here about four years ago now 00:00 and I was hired into are essentially like the.com side of Morningstar. So like morningstar.com 00:09 the videos that are on there. I do a lot of the shooting and editing and Publishing of those that will pay off later. So keep that just kind of 00:19 in the Forefront of your mind like who this is that's going to pay off in the second half to talk about harnessing the power of 00:29

YouTube. And before I go into my experience with YouTube here at Morningstar. I do want to do this level studying on YouTube because I know 00:38 that you wouldn't want to leave anyone behind and even though this is a room full of marketers. It was good to just make sure that we're on the same 00:48 page. Something that we probably all use all the time and our first exposure to it was probably like 00:56 sometime around 2005 with that Lazy Sunday Saturday Night Live video that we watch three or four times and had to email because like Facebook and 01:06

Twitter weren't quite around 01:15 to find out what adults 01:16 are using YouTube for they found that 51% are figuring out how to do things. They haven't done before. So those are your tutorials your how to videos, 01:26 you know recipes fixing things all kinds of learning videos that people are going to 01:36 A 28% or passing the time? They're watching, you know sketches from Saturday Night Live late night TV music 01:46 because one of the Premier places to listen to music with video, so just 01:55

entertaining themselves to decide whether or not to buy or not. So that's 02:05 particularly interesting to us, right because we are all here because we're trying to sell something whether it be a product or service 90% of adults 02:15 you're going down there to research something that they intend to buy in the world. 02:25 More than just a video hosting site now. God there's some Places that site that is the second largest search engine behind Google 02:38 so obviously essentially a Public Square and if we are marketing we want to be where the people are right-handed like Ariel 02:48

because I have two colors that are left in The Little Mermaid. 02:58 So I don't mind the guy who was just doing this. So, how did I go from. Com to morning 03:09 Stars YouTube page told you this was going to pay off. Well, as you were coming from lunch, you probably saw that there was a studio just in the Next 03:18 Room over that's where we do all of our life live studio videos like 5 to 2:10. I'm finishing up 03:28 shooting a video turning off the lights again as I walk out. This guy who does not work at Morningstar was here for a conference like this and he came 03:38

up to me and said that plays for Christine Benz shoots her videos. Christina is here who is a retirement planning 03:47 expert and I said, yes, and I also was trying to figure out what's going on because I've never been here. 03:57 All the time on can everyone hear me? I don't think this is doing a lot of heavy lifting iOS Christine's videos. He says 04:09 when I'm on the treadmill at home, and you know before this morning server have been putting videos on YouTube just as they 04:18

seemed like things that we would want to highlight. So a lot of conference stuff a lot of special like interviews with people like 04:27 Jack Bogle who founded Vanguard, but we weren't consistently posting. This guy was using YouTube to watch videos with 04:36 Christine that he incorporated into his everyday activity which was running on the treadmill. So I realized that that means that there is an audience 04:46 out there that wants monster videos and they want to see them where they are going to watch them not necessarily on ar.com page. So 04:56

I thought about this for a while and As I mentioned before I was doing that, you know a lot of the shooting editing and producing other videos. So I 05:06 was sort of in this place where I was basically touching every video that was going to be published on.com anyway, so I would have a sense of what was 05:14 coming up on the editorial schedule and I could sort of highlight which ones would be great for our you to pitch a base tan, you know what it was 05:23 doing well on editorial, I guess that was kind of the same audience. So I asked so you wouldn't mind if I start doing this on a regular basis and 05:33

which is the case with a lot of big companies if you say hey can I do something that no one else is doing and you just start doing it right away. Is 05:42 that okay? There is say yes, like off the chain. Everybody was on board with it. So I got to work in the first thing I wanted to do was we had that 05:52 sort of like a loose structure on the YouTube page, but I had done a little video marketing and A past job. So I wanted to 06:01 make sure that when someone goes to the YouTube page for the first time that they would be able to find what they would be likely to be looking for. 06:11

So I took all the videos that we had on YouTube and I sorted them based on their topic and all this is very intuitive stuff. But it's when you 06:20 do these things things like just really left off. So I'm going to jump ahead 1 so right here you see I basically took the best-performing 06:29 topics and organize them there so that people could find them when they are just investigating what's on YouTube and this is something that YouTube 06:39 likes that you do as well. It just makes it look like that rather than like a scattered messy table kind of thing. It looks like someone's really 06:47

taking time to to curate it and I did one other thing to eat at the very top of our page. I put the 10 most recent videos too because those are the 06:55 things that you know, we would really want to get the views up for it cuz I hadn't live there as long as everything else and I usually keep that every 07:05 few weeks I go by and I just removed, and so that they do seem kind of fresh as well. So playlist was the first thing because I want to do the things 07:12 that I knew that you tube light which is, you know, combined up there in the top left corner or right corner for you guys, like putting in all your 07:20

links and everything like that take advantage of what they have built out. the next thing I needed to do was set a schedule because as I said 07:28 before we were just spontaneously uploading videos, but if you give your current audience 07:38 Videos on a timely manner they'll be more likely to stick around on your YouTube page. This also makes it so other people are more likely to find your 07:47 videos. Right as they're investigating. It also makes it so that gives another thing that YouTube likes right like someone's really using their 07:57

Channel. Let's make sure that they're showing up in the algorithm when other people are looking up how to start a 529 college fund or something 08:05 like that. There are going to see that we have a lot of views and Dima sort of good content for them to do so you really want to make sure that you 08:15 have a consistent. Stream of videos now. The trick is is at Morningstar. We do about 5 to 10. Com videos a week, 08:24 right? That's a lot. I didn't want to push those all to you too. Because you know when you like subscribe to a magazine and really 08:33

like the first few issues, but then you hit this like one week or you have a lot going on and you don't get to it so you put it on your nightstand to 08:43 read later and the week does not slow down and then the next week comes in the magazines. They are getting really great, but I didn't get to the other 08:50 one. So it goes on your nightstand and soon you have a stack of these magazines that you haven't read and then you just unsubscribe to the the 08:57 magazine because it's becoming more of a burden than anything else. I didn't want that to happen with subscribers on YouTube. So I want to give a 09:06

little Breathing Room between videos. I don't want it in today archana with videos and I wanted something consistent. So if you were a subscriber and 09:15 you had notifications in your inbox, you didn't get like A notification yet, 15 videos every week. That's a lot and it seems daunting. So I said 09:22 Monday Wednesday Friday and this was at the beginning. And again, I had a sense of what people liked which was mutual 09:31 funds retirement and stocks and we so I also wanted to highlight personalities like Christine been so I 09:41

mentioned before I rust kennels well known in our audience Circle, so I wanted to make sure that people can watch his video. So I would like those if 09:51 I knew those were coming up also, I mean Warren Buffett if you're going to be like, hey will show you how to invest like Warren Buffett people are 10:00 going to want to take a look at that. So if there was someone notable either in studio that we were talking about I want to make sure that I like 10:07 those and then anytime you do anything that three funds that you need to get or three stocks that you want to stay away from or for 10:14

whatever. Bullet points that something like that people love it and it makes sense because you're watching a pic and you're just getting the distilled 10:24 information. So those are always videos that I try to highlight to. Yes. 10:32 We did not that's a file photo as you could see courtesy of the AP but we have interviewed Jack Bogle a lot before 10:42 he passed away from garden. Whenever we put those videos on their there. They're like outliers. They have like, you know, a hundred and fifty thousand 10:52

views in the first week or everything else is healthy, but he stands out so so the results of this 11:00 sometime in January 2017. I started doing this. I think it was halfway through so I know as I just said, that's probably a Vogel video right there. 11:09 I started to Get involved in the YouTube page and as you can see just by 11:19 setting up our YouTube channel. So it looked organized or more organized and setting consistent schedule are YouTube 11:28 views and that first year-and-a-half jumped up to roughly double. I will pull back to current a little bit. The reason 11:38

why I cut it off at the end of July is because after that we are running a pre-roll campaign for our premium service. And so if I did until it from 11:48 January 2017 to now there's like a huge on natural bumper because we're paying for it and while you know, you always want to make yourself look as 11:58 best as you could that would just be a flat out lie based is all basically organic. We put it out there people watched it. 12:06 There was an audience That wanted to know more about Morningstar and what we had to offer as far as information and because we were no 12:16

throwing videos into the Public Square, which is YouTube people responding and watching and interacting and sharing and everything that happened 12:26 subscribing to like our subscribers jumped up in that time or watch time was 5.3 million views everything like it just was 12:33 by doing the things that YouTube likes and it being there when people are looking for us. So then after a while 12:43 I decide to run this sort of like haphazard experiment we had this podcast that you can find out in 12:52

iTunes called investing insights and is essentially a digest of that week's videos and it runs about 20 to 30 minutes every week. 13:01 And so we are editing that putting that together for iTunes and I realized like basically you're doing this work. We had this video that was going to 13:11 one place when we have YouTube here and you know a lot of podcast now our rude like recording live and live streaming on YouTube too. So I was like, 13:20 well, I don't know if anyone's going to sit for 30 minutes on a Saturday morning and watch your YouTube video, but let's see what happens. So I set it 13:30

up on Friday and to publish on Saturday. I went home for the weekend when I came back on Monday. It had like something crazy like a thousand views 13:39 it was enough for us like that seems weird and I went in and looked at it and there it was and what I learned was that this was a thing that our 13:49 audience wanted that if I would have just listened to myself I would have been would have polish it but because I didn't listen to myself and I put it 13:58 on YouTube it became something that the audience wanted and every week is consistently one of the better performing videos and he can get his eye is 14:07

like 40 minutes long and people are When they're dropping out and they're skipping through and everything, but it's something that people liked. Okay, 14:16 so no with all that I do I just like basically say like that's how I did it. Goodbye. 14:25 I want to give you like a little insight if you're looking to start your YouTube page or wanting to boost it a little bit and some of this is going to 14:35 be what Katrina covered because repetition is really important for remembering because repetition is really good for remembering. So if you leave here 14:44

I want you to remember the repetition of this information is good for you to remember in it. What is if you want to really build out 14:54 and bring on video producer in Motion Graphics and everything that you should because you're going to get people that are committed to this so I can 15:03 do this and really monitor this but if you want to start out and do a test case and prove that video is good for your brand. You can do it yourself. 15:12 This happens to be my coworker Isaac who does a lot of promotions Text and you can use your phone as chances are your phone at this point is 15:21

as good as like a camera was like three or four years ago you watch tutorials on YouTube and be part of that number 15:30 that is going to watch videos about how to edit how to use whatever your phone is to get the best video that you can from it if you 15:40 have iMovie on your phone, which I think is now actually comes with the iPhones is very easy and intuitive to using can just start putting together 15:49 videos and make sure the audio is good because as Katrina said, it's just one of the Bedrock things 15:57

like we forgive bad looking pictures as an audience member but we don't forgive a bad audio. So if it looks pretty okay 16:07 and sounds great people stick around with it and then If you're looking to get involved in doing more videos how to encourage you what's your 16:17 objective for each video not just for your your page for each video to because is a video producer and you know that used to do freelance stop people. 16:26 Like I want this video we're going to use it and these seven different ways and I said your you'll be lucky if one of those ways catches on because 16:36

like videos Really can't serve all those purposes. Right? Like this either has to be for brand awareness or showing your company culture. I can do a 16:44 little overlapping but it can't be everything for everyone. Otherwise, you're spending a lot of time making one video and they expecting it to do 16:53 magic. So figure out what your objective is for each video and then what can your video it? Like if you're looking to hire people do a video on your 17:00 company culture show people that your employees talking about what it's like to work at your company because 17:08

that's going to be better than any paragraph that you can write. If it is to highlight your company's non-for-profit work sometimes a volunteer. It's 17:18 that helps your company culture. So you can Concerta Market in that then if you're starting from nothing and you have a service that you want to get 17:28 to people cuz honestly if we don't have a product or service that we're offering people then I don't know what you're selling business cuz you all 17:36 have something so like I used to work for a company that did u.s. Immigration was like TurboTax for u.s. Immigration. 17:43

So not thrilling content by any stretch of the imagination and I had to start that YouTube channel from nothing and went so what I started doing was 17:53 tutorials on the various us visas, which tide in the people were already searching about what's a B2 Visa. What are the qualifications? I put that 18:02 in the tags and everything like that sore ass, there's SEO questions and then people responded to and they found us and then they could then click on 18:12 a link and go check out that company. So the short version of all this is YouTube is a great place for you to build your brand awareness 18:19

figure out what your audience wants cuz I promise they want something from you consistent schedule help you build that audience do not be afraid to 18:28 experiment. And consistent views are more valuable than one video that goes viral right? Because you don't want someone to watch it and share and 18:37 forget it you want someone interacting with your Channel all the time sticking around your channel. So that comes from really figuring out what your 18:46 audience what's so that's my presentation. I think drive time for questions if there are any Yeah, sure. No problem. Oh, 18:52

thank you. Alright. Thanks guys. 19:02

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