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Digital Marketing - Study Notes:

YouTube offers a number of native formats:

  • How To’s are explainer videos that describe how to use a product, how to create something, or how to do certain tasks.
  • Haul videos are a unique format to YouTube, where creators showcase products that they’ve just purchased. Often, creators are really excited about these new products and want to show them off.
  • Challenge videos are collaborative videos where creators challenge each other in various ways, sometimes with hilarious results. A great example of a challenge format used by a brand was the ice bucket challenge, which brought awareness to ALS.
  • Unboxing videos are used to show a product as it is being unwrapped. Brands have an opportunity to use unboxing videos to showcase a product before anybody else gets to see it.
  • Recaps are videos where a panel or a host discusses movie or television show episodes. Many TV networks use this format to help promote high-profile TV shows or movies.
  • Playthrough videos are very popular in the video game community. Playthroughs are where creators play a video game and describe what’s happening on screen while they’re playing. Often, video game companies encourage creators to make playthroughs, because they can give more information on how the game was made.
  • Review videos can be made by amateurs or experts – it doesn’t really matter – to give their opinion on a product. Brands often offer creators access to their products and ask them for a review. Obviously, a brand wants that review to be favorable.
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Carlos Pacheco

Carlos Pacheco is the Vice President of Audience Development at Boat Rocker Media. Managing a team dedicated to online audience growth, Carlos has grown YouTube channels to have millions of subscribers and billions of views. Follow Carlos on Twitter on @carlospache_co for great social media tips.

Data protection regulations affect almost all aspects of digital marketing. Therefore, DMI has produced a short course on GDPR for all of our students. If you wish to learn more about GDPR, you can do so here:

DMI Short Course: GDPR

The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful.

You can find more information and content like this on the Digital Marketing Institute's Membership Library

You will not be assessed on this content in your final exam.


    YouTube and Social Video
    Carlos Pacheco
    Skills Expert

    This module introduces the concept of social video marketing, focusing on YouTube. It begins by outlining the benefits of incorporating social video into your marketing campaigns, and provides best practices for doing so. It then teaches you how to set up, customize, and manage a YouTube channel, and how to use the platform’s features effectively. It also teaches you how to use enhancement features to improve your video content. Finally, it provides you with the tools and knowledge you need to build an audience for your videos, and to use YouTube Analytics to measure their performance.