Optimizacija YouTube videoposnetkov na primeru kanala Office tečaji

Breznar, Jan

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Title:	Optimizacija YouTube videoposnetkov na primeru kanala Office tečaji
Authors:	ID Breznar, Jan (Author) ID Sternad Zabukovšek, Simona (Mentor) More about this mentor...
Files:	MAG_Breznar_Jan_2023.pdf (1,93 MB) MD5: 69B203F740D8EE515BF0A6BB23771A57
Language:	Slovenian
Work type:	Master's thesis/paper
Typology:	2.09 - Master's Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Svetovni splet je postal ikonska , kulturna in vseprisotna stvar vsakdana. V prvem delu magistrskega dela smo zato opisali osnovne koncepte svetovnega spleta, njegovo zgodovino in različice. Ker je vsebin na svetovnem spletu ogromno, se je skozi čas razvila potreba in nato nuja po uporabi spletnih iskalnikov za klasificiranje, razvrščanje in predstavitev rezultatov poizvedb. Spletni iskalniki ponujajo učinkovit način za raziskovanje spletnih vsebin. V tem delu smo definirali spletne iskalnike, njihovo zgodovino in osnovne koncepte delovanja. Kljub temu pa iskalci vseh zadetkov poizvedb v iskalnikih ne morejo pregledati. Zato obstaja težnja in tekmovanje za prikaz svojih vsebin na vrhu seznama z zadetki. V drugem poglavju magistrskega dela smo zato opisali strategije, ki jih lahko uporabimo za dosego boljših rezultatov. Te strategije imenujemo tudi optimizacija spletnih iskalnikov. Skozi prilagoditev metapodatkov, ključnih besed in vsebin samih tako pozitivno vplivamo na prikaz v organskih rezultatih. Svojo uspešnost optimizacije moramo tudi spremljati in meriti skozi čas preko različnih ključnih kazalnikov uspeha. Vsak izmed njih daje drugačen vpogled, ki ga primerjamo v skladu z našimi vsebinami in strategijo. Porast v mobilnih tehnologijah je le pospešil in utrdil zanimanje za digitalne vsebine skozi družbena omrežja. Vsebine, generirane s strani uporabnikov na straneh, kot je YouTube, dandanes pritegne več kot milijardo ljudi. Vsebine v obliki videoposnetka odstranijo lokacijske, monetarne in časovne ovire, ki jih predstavljajo predavanja ter izleti v živo. Prav tako vzpodbujajo razprave in zanimanje za obravnavane vsebine. Gledalcem ponujajo večjo fleksibilnost, moč odločanja in zato predstavljajo odlično orodje za poučevanje. Slednjo platformo smo opisali v tretjem delu. Identificiranje primernih vsebin je za tako ogromna spletna mesta ključnega pomena. Mnoge koncepte, ki smo jih spoznali v drugem poglavju, smo lahko prevedli v optimizacijo videoposnetkov. V zadnjem, praktičnem delu smo opisali YouTube kanal Office tečaji. S kvantitativno analizo celotne statistike kanala in izbranih videoposnetkov, smo ugotavljali vzorce in navade gledalcev ter njihovo demografijo. Ugotovili smo, da vsebine kanala spremljajo predvsem mlajši gledalci, ki jih uspešno zadržimo na lastnih vsebinah. Slednje smo potrdili s pregledom virov ogleda, številom novih in večkratnih gledalcev ter z rastočim trendom naročnin na kanal. Ugotovili smo, da je pri po povpraševanju po vsebinah kanala prisotno močno sezonsko nihanje, kjer čas gledanja upade v poletnih mesecih. Za določanje primerne dolžine videoposnetka smo primerjali odstotek gledanja videoposnetka, samo dolžino videoposnetka ter časom gledanja ter opazili negativno povezanost med večanjem dolžine ter manjšanjem odstotka gledanja. Med dolžino in časom gledanja pa smo ugotovili pozitivno povezanost. Za kanal smo definirali tudi pričakovano stanje v prihodnosti za doseganje boljših rezultatov.
Keywords:	digitalni marketing, optimizacija spletnih iskalnikov, YouTube optimizacija videoposnetkov, YouTube Studio analitika, Office tečaji
Place of publishing:	Maribor
Publisher:	[J. Breznar]
Year of publishing:	2023
PID:	20.500.12556/DKUM-83926
UDC:	004.775:339.13
COBISS.SI-ID:	149368323
Publication date in DKUM:	17.04.2023
Views:	734
Downloads:	131
Metadata:
Categories:	EPF
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Licences

License:	CC BY-NC-ND 4.0, Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International

Link:	http://creativecommons.org/licenses/by-nc-nd/4.0/
Description:	The most restrictive Creative Commons license. This only allows people to download and share the work for no commercial gain and for no other purposes.
Licensing start date:	13.03.2023

Secondary language

Language:	English
Title:	Optimization of YouTube videos in the case of the Office tečaji channel
Abstract:	The World Wide Web has become an iconic, cultural, and all-present way of everyday life. In the first part of the master's thesis, we therefore described the basic concepts of the World Wide Web, it's history and different versions. Since there is a huge amount of content on the World Wide Web, the need and consequently the necessity to use online search engines to classify, sort and present query results has developed over time. Search engines offer an efficient way to research web content. In this part, we defined search engines, their history, and the basic concepts of their operation. However, searchers cannot review all search engine query results. Therefore, there is a tendency and a competition to display your content at the top of the result list. In the second chapter of the master's thesis, we therefore described the strategies that can be used to achieve better results. These strategies are also called search engine optimization. Through the adjustment of metadata, keywords, and content itself, we have a positive influence on ranking in organic results. We must also monitor and measure our optimization performance over time through various key success indicators. The rise in mobile technologies has only accelerated and strengthened the interest in digital content through social networks. User-generated content on sites like YouTube now attracts more than a billion people. Video content removes the location, monetary and time barriers of live lectures and tours. They also encourage discussions and interest in the topics discussed. They offer viewers greater flexibility, decision-making power, and are therefore an excellent teaching tool. We described the latter platform in the third part. Identifying suitable content is crucial for websites of such scale. We were able to translate many of the concepts we learned in the second chapter into video optimization. In the last, practical part, we described the YouTube channel Office tečaji. Through a quantitative analysis of the entire statistics of the channel and selected videos, we determined the patterns and habits of viewers and their demographics. We found that the channel's content is mainly watched by younger viewers, which we successfully keep on our own content. We confirmed the latter by reviewing view sources, the number of new and repeat viewers, and the growing trend of subscriptions to the channel. We found that there is a strong seasonal variation in demand for the channel's content, with viewing time dropping in the summer months. To determine the appropriate length of videos, we compared the percentage of video viewing, the length of the video itself, and the viewing time, and observed a negative correlation between increasing length and decreasing viewing percentage. However, we found a positive correlation between length and viewing time. We also defined the expected state for the channel in the future to achieve better results.
Keywords:	digital marketing, Search, Engine Optimization, YouTube Video Optimization, YouTube Studio analytics, Office tečaji

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