How to Use YouTube to Market Your Exhibit


Getting ready for a UBM event? Drive stand traffic by marketing your exhibit using social media, especially YouTube.

Here are some key tips on YouTube marketing from the marketing gurus at UBM’s Game Developers Conference (GDC).

The most important thing is to think of YouTube as a platform that responds to viewer behaviour, not just a content hosting site.

Now, let’s talk about what you can do with your videos, whether they’re of your experts offering advice, recordings from previous conference sessions or promotional videos, to help them thrive on YouTube.

Build the right thumbnail: A good thumbnail drives people to click on a recommended video. Right now, vertically aligned text and expressive, easily identifiable faces are some of the features that drive audiences to click on thumbnails. (It’s also why every YouTuber out there has thumbnails that look very similar.)


Adjust your talk titles for YouTube: Posting recorded presentations? Seize opportunities to clear up an obscure title or reformat it into a catchy headline. Sometimes we’ll turn old talk titles into faux-listicle headlines, other times just turning it into a “how” or “why” headline is enough to clear up an old title.

Moderate comments: It’s absolutely, 100% necessary to monitor comments sections and delete posts that directly attack speakers or that ask questions about your product. Some conversation that criticizes a talk is acceptable (and often welcome, since it can encourage those in our community to start conversations) but personal attacks, etc. are not acceptable.

Organize your channel page: Every few months, we like to shuffle what videos and playlists are highlighted on our channel page, as well as update our branding and key data to reflect our upcoming shows. This helps keep your channel fresh, and encourages more viewers to try new videos.

Keep an eye on what’s popular: You can learn a lot about what to put on your YouTube channel by paying attention to metrics and viewing patterns. Keep an eye on what topics or products are popular, what you are launching at the show, and what topics may be of interest to viewers for years.

Watch your metrics: Metrics tell us a lot about who’s watching, when they’re watching, why they’re watching, and how they get to our videos. Here’s some numbers with relevant context to help frame how you’re approaching your YouTube channel.

Popular videos: Our most popular videos of 2016 are an interesting mix of content including a handful from GDC 2016 and many evergreen videos that have remained popular over time.


Traffic Sources: Where are people finding your videos? Our top traffic sources include 26% suggested videos, 25% subscription and browsing features, 17% from our companion site, and then 8% from Facebook and Reddit.

Daily views: This year we’ve observed roughly between 4,000 and 10,000 views a day on average, but in the latter half of the year we’ve seen that minimum view count go way up to between 7,000 and 10,000 views a day. These include total views across ALL videos on the channel, not just the new video that went up that day. (Though a popular video certainly does drive up the rate.)


Devices: A brief note on WHAT audiences watch videos on: Since most of our videos are between 30 minutes to an hour, YouTube tells us that 73% of our audience is watching on computer, with 15% on mobile. If you start your YouTube channel, you’re going to hear a lot about reaching audiences on mobile phones, but keep in mind if your videos aren’t short, they may not lend themselves to mobile viewing.

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