Everyone, thoughts appreciated. This is an outline, of course, a first pass. Augment, edit, or adjust as you see best suited.
Hope it all makes sense, cheers
Campaign Theme: WARNING LABELS for Social Media Platforms, Games and Apps.
A quick, simple video WARNING label in the form of a YouTube video.
Use YouTube’s own algorithm to generate awareness about the problems with YouTube’s algorithm using strategically placed media buys across channels and demographics most likely being influenced by the problem.
(While YouTube is the focus for this proposal, the same formula can be tweaked for almost any platform too).
Utilize a crowdfunding platform to generate further awareness, while funding the media buy for the campaign strategy.
(core message of the video. Can be delivered by an influencer, spokesperson, or just graphics)
YouTube is not your friend.
YouTube’s algorithm initiates addictive cycling of increasingly targeted videos that are designed to keep you hooked, agitated, or misinformed, all of the sake of another ad click.
Don’t fall for it.
Community for Humane Technology paid YouTube to warn you about the dangers of YouTube’s algorithm.
We shouldn’t have to.
We propose YouTube voluntarily run video warnings in the discovery queue, and automatically present to users consuming more than (x) number of videos.
We propose regulations requiring all platforms to warn their users of the addictive nature of their algorithms.
We have warning labels for cigarettes, alcohol, or any potentially harmful activity or substance. Now we have one for YouTube.
YouTube is not your friend
@hmswaffles - the regulation component
Video requirements: :15 seconds ideal, :30 seconds maximum.
The first five seconds of the video should deliver the main message to take advantage of maximum reach for less cost.
Strategic media planning: Leverage YouTube’s own keywords, search terms, and ad platform to place media buys on specific channels. Multiple different unique instances of the same message can be tailored to specific demographics, gamers, conspiracy theorists, etc etc.
I have experienced YouTube media buyers who can volunteer to do the strategic placements if needed.
Basically, we can expect such a message to cost an estimated .05 per 30 second view, but if we optimize the first five seconds and assume a conversion of 5% (meaning most people will skip the ad, which they mostly do) every five :30 views means that YouTube will have shown the five second impression to 95 people.
Crowdfund the message:
DIRECT ACTION CROWDFUNDING: For our crowdfunded video, ideally, we would need a one minute video that speaks specifically to the YouTube platform problem and raises money specifically on the number of people reached for the amount donated. We can even bundle “special gifts” to higher donations.
This is direct action, meaning 100% of the donation goes to the media buy (meaning yes, YouTube) and essentially, we want to encourage people to adopt a person to receive this message at a cost of .05 per person. (this is estimated costs, lowest is .02 CPV, and it could go higher as much as .08 CPV)
Donate $10 and reach 200 gamers on PewdiePie’s channel (as an example)
Donate $30 and reach 600 people on YouTube watching conspiracy videos (as an example)
Donate $100 and reach 2,000 viewers of box opening videos. As a bonus, we will deliver 200 views to any video of your choice.
What the community needs to pull this off:
I can volunteer the strategy, help with copy, conceptual and strategic media plan and buy. My team has been doing optimized YouTube media buys for years and years, we gamed YouTube starting as early as 2008, so we can apply a lot of clever strategies for audience reach.
Right now, my team does not have the bandwidth to make videos. Ideally, it would be great to find an influencer or someone within the community who can make the video. We can help with storyboarding, writing, etc if needed but we do have a bandwidth problem but can consult and assist at any step in the process.
We need some variation of videos for YouTube (30 seconds each) and a longer form Crowdfund video (this isn’t really messaged clearly yet, I thought the community could weigh in on this, but we can help storyboard too if necessary)
The only cost to this campaign is the direct media buy to YouTube. Considering we could raise 100% easily within the community alone, and continue to run multiple crowdfunded direct action projects like this.
Naturally, we can bring the crowdfunding video back to CHT, obviously they have incredible social media reach, so we want to share the CHT message clearly in the video as well since I would imagine there are many deep pockets within their community and a properly timed social media launch involving them could likely be instantaneously successful.