Analysis of YouTube Videos of University Libraries in terms of Promotion and Marketing

Abstract

This study aims to evaluate the effectiveness of Turkish university libraries’ YouTube videos with regard to library promotion and marketing. The videos found on the YouTube channels of universities and libraries have been listed and grouped according to their purpose and promotionmarketing perspectives. Next, the findings were analyzed by converting them into figures and tables on Microsoft Excel. The research is revealed to have examined 936 YouTube videos from only 120 of Turkey’s 207 university libraries. When considering the purposes for which the videos were prepared, 353 were determined to have been prepared for training, 333 for events, 128 for general library promotions, 34 for entertainment, 32 for service or collection promotions, 30 for orientations, and 26 for news videos. From the point of view of promotion and marketing, the name of the library was determined to have been mentioned in the title of 192 videos, with university or library logos being found in 744 videos, librarians taking part in 205 videos, 437 videos having music/jingles, 197 videos having voiceovers, and 49 videos having personal scenarios. In the analysis made with respect to year of publication, the number of university libraries’ videos on YouTube has been determined to increase daily. However, when examining the videos’ contents and features, the need to create them using a strategy and planned with the understanding of promotion and marketing can be mentioned. The fact that no study has been previously conducted on evaluating YouTube videos from a promotional and marketing point of view adds originality to the study.

Keywords

• University libraries
• YouTube
• Library promotion and marketing
• Library communication
• Marketing

Üniversite Kütüphanelerinin YouTube Videolarının Tanıtım ve Pazarlama Yönünden Analizi

Abstract

Bu çalışma ile Türkiye’deki üniversite kütüphanelerine ait YouTube videolarının kütüphanenin tanıtım-pazarlamasındaki etkinliğinin değerlendirmesi amaçlanmıştır. Üniversitelerin ve kütüphanelerinin YouTube kanallarında tespit edilen videolar listelenerek, amaçlarına ve tanıtım-pazarlama bakış açılarına göre gruplandırılmıştır. Ardından bulgular Microsoft Excel üzerinde şekil ve tablolara dönüştürülerek analiz edilmiştir. Araştırmada incelenen 207 üniversite kütüphanesinden sadece 120’sine ait 936 YouTube videosu olduğu ortaya çıkmıştır. Videoların hazırlanma amaçlarına göre bakıldığında; 353 eğitim, 333 etkinlik, 128 genel kütüphane tanıtımı, 34 eğlence, 32 hizmet veya koleksiyon tanıtımı, 30 oryantasyon ve 26 haber videosunun olduğu tespit edilmiştir. Tanıtım ve pazarlama bakış açısından bakıldığında; 192 videonun başlığında kütüphane adının geçmekte olduğu, 744 videoda üniversite ya da kütüphane logosunun bulunduğu, 205’inde kütüphanecinin rol aldığı, 437 videonun müzik / cıngıla sahip olduğu, 197’sinde seslendirme yapıldığı ve 49 videonun özel senaryosunun bulunduğu belirlenmiştir. Yayınlanma yıllarına göre yapılan analizde üniversite kütüphanelerinin YouTube üzerinde bulunan video sayılarının her geçen gün arttığı ortaya çıkmıştır. Ancak videoların içerikleri ve özellikleri incelendiğinde tanıtım ve pazarlama anlayışı ile bir strateji ve plan dâhilinde oluşturulmasına ihtiyaç olduğu söylenebilir. Tanıtım ve pazarlama bakış açısıyla YouTube videolarının değerlendirilmesine yönelik bu tür bir çalışmanın daha önce yapılmamış olması çalışmaya özgünlük kazandırmaktadır.

Keywords

• Üniversite kütüphaneleri
• YouTube
• kütüphane tanıtım ve pazarlaması
• kütüphane iletişimi
• pazarlama

References

1. Alire, C. A. (2007). Word-of-mouth marketing: Abandoning the academic library ivory tower. New Library World, 108(11/12), 545-551. google scholar
2. Geyser, W. (2021, Eylül). 12 Best types of YouTube content to succeed at growing a YouTube channel. https:// influencermarketinghub.com/types-of-YouTube-content/ google scholar
3. Batı, U. (2010). Hedef kitle davranışını etkileyen bir unsur olarak reklamlarda müzik kullanımı konusundaki yazının incelenmesi. Uluslararası İnsani Bilimler Dergisi, 7(2), 778-781. google scholar
4. Blackburn, H. (2010). Shhh! No talking about retention in the library!. Education Libraries, 33(1), 24-30. google scholar
5. Blauer, A. T. (1995). Librarian, clone thyself!. Using a video to promote your library service. C. Jacobs (Ed.). The seventh off-campus library services conference proceedings: San Diego, California, October 25-27, 1995, içinde (ss. 17-23). Central Michigan University. google scholar
6. Bortone, L. (2015). Video marketing how to win in a World gone video. M. Meyerson (Ed.). Success Secrets of the Online Marketing Superstars içinde (ss. 191-203). Entrepreneur Press. google scholar
7. Bremer, P. (2019). Are you ready for your close-up? Creating a library promotional video. Reference Librarian, 60(2), 117-121. google scholar
8. Camacho, L. (2018). If we built it, would they come? Creating instruction videos with promotion in mind. Journal of Business & Finance Librarianship, 23(1), 26-34. google scholar

9. Cheng, W. W. H., Lam, E. T. H. ve Chiu, D. K. W. (2020). Social media as a platform in academic library marketing: A comparative study. The Journal of Academic Librarianship, 46(5), 1-8. google scholar
10. Chevalier, M. ve Mazzalovo, G. (2004). Pro logo: Brands as a factor of progress. Palgrave MacMillan. google scholar
11. Cho, A. (2013). YouTube and academic libraries: Building a digital collection. Journal of Electronic Resources Librarianship, 25, 39-50. google scholar
12. Clow, K., ve Baack, D. (2016). Bütünleşik reklam, tutundurma ve pazarlama iletişimi: Integrated advertising, promotion, and marketing communications. Nobel Akademik Yayıncılık Eğitim ve Danışmanlık. google scholar
13. Cıngı, M. (2015). Online pazarlama iletişiminde kullanılan video içeriklerinin ürün tanıtımına etkisi. Humanities Sciences (NWSAHS). 10(4), 145-163. google scholar
14. Colburn, S. ve Haines, L. (2012). Measuring libraries’ use of YouTube as a promotional tool: An exploratory study and proposed best practices, Journal of Web Librarianship, 6(1), 5-31. google scholar
15. Dalal, H. A. ve Lackie, R. J. (2014). What if you build it and they still won’t come? Addressing student swareness of resources and services with promotional videos. Journal of Library & Information Services in Distance Learning, 8(3/4), 225-241. google scholar
16. Dennis, M. (2007). Playing for keeps: University faculty and staff teaming up for an effective student retention program. Mississippi Libraries, 71(4), 89-92. google scholar
17. Dollwet, S. (2019). How to reach millions of customers without wasting your time and money - Proven ways to grow your business on Instagram, YouTube, Twitter, and Facebook. Alakai Publishing LLC. google scholar
18. Dougan, K. (2016). Music, YouTube, and academic libraries. Notes, 72(3), 491-508. google scholar
19. Ducard, M. (2017, Mayıs). What brands can learn from educational content on YouTube. https://www. thinkwithgoogle.com/advertising-channels/video/educational-content- YouTube-learning/ google scholar
20. Dunne, S. (2012). Quid pro quo Harnessing multimedia students’ skills to produce library videos. SCONUL Focus, 56, 37-40. google scholar
21. Farrelly, M. G. (2006). The possibilities of YouTube. Public Libraries, 45(5), 34-5. google scholar
22. Goodfellow, J., Sich, D. ve Torabi, N. (2013, Mart). Librarians on YouTube: Using online video tutorials to teach various aspects of the information search process. Paper presented at the Technology in Education Symposium at Western. https://ir.lib.uwo.ca/cgi/viewcontent.cgi?article=1014&;context=ties google scholar
23. Grove, T. M. (2021). Academic library video services: Charting a post-COVID course. Pennsylvania Libraries, 9(2), 101-110. google scholar
24. Hart, G. J. S. ve Proulx, M. (2005). Creating professional-quality training videos. Intercom, 52(2), 18-22. google scholar
25. Henry, C. L., Vardeman, K. K. ve Syma, C. K. (2012). Reaching out: Connecting students to their personal librarian. Reference Services Review, 40(3), 396-407. google scholar
26. Hogarth, K. ve Luke, B. (2010). Transitioning from dependent to more independent learners: Using video tutorials as a means of helping students help themselves. T. McMurtrie (Ed.) Proceedings of the Anniual Conference of the Accounting and Finance Association of Australia and New Zealand (AFAANZ) içinde (ss. 1-21), Gold Coast, Queensland. google scholar
27. Hosch, W. L. (2022, 28 Nisan). YouTube. Encyclopedia Britannica. https://www.britannica.com/topic/YouTube google scholar
28. Howard, H. A, Huber, S. E. , Moore, E. A. ve Carter, L. (2018). Academic libraries on social media: Finding the students and the information they want. Purdue University. google scholar
29. Hristov, M. N. ve Wallace, A. (2006). Marketing music library services through video infomercial and resource guides: A case study from the University of Tennessee George F. DeVine Music Library. Music Reference Services Quarterly, 10(3/4), 1-24. google scholar
30. Hua, X., Si, L., Zhuang, X. ve Xing, W. (2015). Investigations about new methods of library marketing in Chinese 985 Project Universities. Library Management, 36(6/7), 408-420. google scholar
31. Islam, M. M. ve Habiba, U. (2015). Use of social media in marketing of library and information services in Bangladesh. DESIDOC Journal of Library & Information Technology, 35(4), 299-303. google scholar
32. Islam, R. ve Porter, L. (2008). Perseverance and play: Making a movie for the YouTube generation. Urban Library Journal, 15(1), 13-30. google scholar
33. Ivie, T., McKay, B., May, F., Mitchell, J., Mortimer, H. ve Walker, L. (2011). Marketing and promotion of library services using web 2.0: An Annotated Mediagraphy. Idaho Librarian, 61(1),1-4. google scholar
34. James, J. (2018, 5 Kasım). How to successfully harness the power of video content. https://www.forbes.com/sites/ forbesagencycouncil/2018/11/05/how-to-successfully-harness- the-power-of-video-content/?sh=dc0fa47c2fae google scholar
35. Julien, H., Shelagh, K. ve Genuis,S. K. (2011). Librarians’ experiences of the teaching role: A national survey of librarians. Library & Information Science Research, 33(2), 103-111. google scholar
36. Kesim, U. (2011). Videonun tarihi. F. Bodur (Ed.), hareketli görüntünün tarihi içinde (34-49).Anadolu Üniversitesi. google scholar
37. King, D. L. (2018a). Video in libraries. Library Technology Reports, 54(7), 1-38. google scholar
38. King, D. L. (2018b). Making library videos: Seven simple steps to visual marketing. American Libraries, 49(11-12), 55. google scholar
39. Koçyiğit, M. (2017). Dijital halkla ilişkiler ve online kurumsal itibar yönetimi. Eğitim Yayınevi. google scholar
40. Kowalczuk, S. ve Fryer, P. (2013). Welcome to... Just a minute! SCONUL Focus, 58, 63-65. google scholar
41. Lippincott, J. K. (2005). Net generation students and libraries. EDUCAUSE Review, 40(2), 56-66. google scholar
42. Little, G. (2011). The Revolution will be streamed online: Academic libraries and video. Journal of Academic Librarianship, 37(1), 70-72. google scholar
43. Losch, W. L. (2022, 28 Nisan). YouTube. Britannica Online. https://www.britannica.com/topic/YouTube google scholar
44. Luo, L., Wang, Y. ve Han, L. (2013).Marketing via social media: A case study. Library Hi Tech, 31(3), 455-466. google scholar
45. Majekodunmi, N. ve Murnaghan, K. (2012). “In Our Own Words”: Creating videos as teaching and learning tools. Partnership: the Canadian Journal of Library and Information Practice and Research, 7(2), 1-12. google scholar
46. Martin, C. M. (2012). One-minute video: Marketing your library to faculty. Reference Services Review, 40(4), 589-600. google scholar
47. Martin, N. A. ve Martin, R. (2015). Would you watch it? Creating effective and engaging video tutorials. Journal of Library & Information Services in Distance Learning, 9(1-2), 40-56. google scholar
48. McLachlan, S. (2022, 14 Şubat). 23 YouTube stats that matter to marketers in 2022. https://blog.hootsuite. com/YouTube-stats-marketers/#YouTube_user_statistics google scholar
49. McCallum, I. (2015). Use of social media by the library: Current practices and future opportunities. A white paper from Taylor and Francis. The Australian Library Journal, 64(2), 161- 162.https://www.tandfonline. com/doi/pdf/10.1080/00049670.2015.1040364?needAccess=true google scholar
50. Mezick, E. M. (2007). Return on investment: Libraries and student retention. The Journal of Academic Librarianship, 33(5), 561-566. google scholar
51. Mestre, L.S. (2010). Matching up learning styles with learning objects: What’s effective?, Journal of Library Administration, 50(7-8), 808-829. google scholar
52. Mizrachi, D. ve Bedoya, J. (2007). LITE bites: Broadcasting bite-sized library instruction. Reference Services Review, 35(2), 249-256. google scholar
53. Mitchell, E.ve Watstein, S. B. (2007). The Places where students and scholars work, collaborate, share and plan: endless possibilities for us!. Reference Services Review, 35(4), 521-524. google scholar
54. Mollel, M. M. (2013). Marketing mix for librarians and information professionals. Infopreneurship Journal, 1(1), 10-28. google scholar
55. Moorefield-Lang, H. (2019). Taking your library instruction to YouTube. Library Technology Reports, 55(5), 17-20. google scholar
56. Mortimer, K. ve Mathews, B. P. ( 2014). The advertising of services: Consumer views v. normative guidelines. G. Hogg ve M. Gabbott (Ed.). Service Industries Marketing: New Approaches içinde (ss. 4-20). Routledge. google scholar
57. Mueller, B. (2014). Participatory culture on YouTube: A case study of the multichannel network Machinima. [Yayımlanmamış yüksek lisans tezi]. London School of Economics and Political Science. google scholar
58. Najjar, L. J. (1996, 7 Şubat). The effects of multimedia and elaborative encoding on learning technical report. https://smartech.gatech.edu/bitstream/handle/1853/3491/96-05.pdf? sequence=1&isAllowed=y google scholar
59. Pain, G. (2017). YouTube marketing : A beginners’ guide to building a YouTube channel audience and make passive income. Abhishek Kumar. google scholar
60. Patil, S. ve Pradhan, P. (2014). Library promotion practices and marketing of library services: A role of library professionals. Procedia - Social and Behavioral Sciences, 133, 249-254. google scholar
61. Peltekoğlu, F. B. (2010). Kavram ve kuramlarıyla reklam. Beta. google scholar
62. Picard, S. (2019). Media investments in the digital era: How brands can adapt to the new age of digital advertising. https://www.oliverwyman.com/our- expertise/insights/2019/apr/media-investments-in-the-digital-era.html google scholar
63. Popova, N. V. (2020). Own video content of libraries: Trends and prospects for use. Bibliotekovedenie, 69(3), 261-270. google scholar
64. Previte, J. (2018, 28 Ağustos). 7 data-backed benefits of using YouTube to market your business. https://www. bluleadz.com/blog/7-benefits-of-using-YouTube-to-market-your- business-online google scholar
65. Rykhtorova, A. E. (2020). Global trends in marketing technologies to promote library websites. Bibliotekovedenie, 69(2), 135-146. google scholar
66. Sachs, D. E., Langan, K., Leatherman, C. C. ve Walters, J. L. (2013). Assessing the effectiveness of online information literacy tutorials for Millennial undergraduates. College & Undergraduate Libraries, 20(3/4), 327-351. google scholar
67. Saines, S. (2011). Circulation — The making of: Library videos and the real world. The Journal of Academic Librarianship, 37(6), 532-535. google scholar
68. Sandy, J. H., Krishnamurthy, M. ve Rau, W. (2009). An innovative approach for creating a self-guided video tour in an academic library. Southeastern Librarian, 57(3), 29-39. google scholar
69. Saunders, L. (2012). Faculty perspectives on information literacy as a student learning outcome. The Journal of Academic Librarianship, 38(4), 226-236. google scholar
70. Saunders, L. ve Wong, M. A. (2020). Instruction in libraries and information centers. Windsor & Downs Press. google scholar
71. Shostack, G. L. (1977). Breaking free from product marketing. Journal of Marketing, 41(2), 73-80. google scholar
72. Sorkin, A. R. ve Peters, J. W.(2006, 9 Ekim ). Google to acquire YouTube for $1.65 Billion. https://www. nytimes.com/2006/10/09/business/09cnd-deal.html google scholar
73. Strong, M. L. ve Dunnington, A. (2009). Can u Wiki, Flickr, and blog? Louisiana Libraries, 72(2), 15-17. google scholar
74. Tafesse, W. (2020). YouTube marketing: How marketers’ video optimization practices influence video views. Internet Research, 30(6), 1689-1707. google scholar
75. Taarasti, R. (2010). The library has something to market Scandinavian Public Library Quarterly, 43(1), 6-7. google scholar
76. Tewell, E. (2010).Video tutorials in academic art libraries: A content analysis and review. Art Documentation: Bulletin of the Art Libraries Society of North America, 29(2), 53-61. google scholar
77. The Staff of Entrepreneur Media, I. ve Rich, J. R. (2018). Ultimate guide to YouTube for business (2nd ed.). Entrepreneur Press. google scholar
78. Thornton, D. E. ve Kaya, E. (2013). All the world wide web’s a stage Improving students’ information skills with dramatic video tutorials. Aslib Proceedings: New Information Perspectives, 65(1), 73-87. google scholar
79. Uğur, İ. ve Şimşek, S. (2003). Star stratejisi ve uygulamaları. Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 10, 349-358. google scholar
80. Video. (2022, Nisan). Logeion içinde. https://logeion.uchicago.edu/video google scholar
81. Video Film. (2022, Mayıs). Cambridge Dictionary içinde https://dictionary.cambridge.org/tr/ s%C3%B6zl%C3%BCk/ingilizce/video google scholar
82. Wakiji, E. ve Thomas, J. (1997). MTV to the rescue: Changing library attitudes through video. College and Research Libraries, 58(3), 211-216. google scholar
83. Webb, P. L. (2007). YouTube and libraries: It could be a beautiful relationship. C&RL News, June, 354-355. google scholar
84. Williams, H. ve Peters, A. (2012). And that’s how I connect to MY library: How a 42-second promotional video helped to launch the UTSA Libraries’ New Summon Mobile Application,
85. The Reference Librarian, 53(3), 322-325. google scholar Wooster, P. (2014). YouTube founders Steve Chen, Chad Hurley, and Jawed Karim. Lerner Publishing. google scholar
86. Yacobucci, K. L. ve Maher, S. (2019). Finding your voice: Developing a content strategy for social media that works! J. Joe, IGI Global ve E. Knight (Ed.). Social media for communication and instruction in academic libraries içinde (ss. 37-54). google scholar
87. Yaygıngül, H. S. (1990, ). Televizyon reklamlarında bazı teknik özellikler. Kurgu Dergisi, 8(8), 313-315. google scholar
88. Yi, X. (2016). Effective techniques for the promotion of library services and resources. iRinformation research, 21(1), 1-22. google scholar
89. YouTube. (2018, Mayıs) Britannica Academic içinde. https://academic.eb.com/levels/collegiate/article/ YouTube/476061 google scholar
90. YouTube By The Numbers. (2022, 29 Nisan). https://blog.YouTube/press/ google scholar
91. YÖK (2022, Nisan).Üniversitelerimiz. https://www.yok.gov.tr/universiteler/universitelerimiz google scholar
92. Yüksel, A. H., Sandıkçıoğlu, B., Onay, A. ve Yılmaz, R. A. (2012). İkna edici iletişim. Anadolu Üniversitesi. google scholar
93. Zhao, J. C. Y. ve Mawhinney, T. (2020). Effectiveness of vernacular library orientation videos in comparison with the English language equivalent. College & Research Libraries, 81(7), 1107-1112. google scholar