[500distro] video virology 101: how to produce, test & distribute content that connects

VIROOL.COM 1 |

Alexander Debelov @adebelov1 or alex@virool.com

Video Virology 101: How to Produce, Test & Distribute

Content that Connects

VIROOL.COM 2 |

Alexander Debelov

•  CEO of Virool

•  Video Distribution Platform

•  52 Employees in SF, NYC, LA and Russia

•  Backed by: DFJ, Menlo & 500Startups

•  Promoted videos for 38% of Fortune 500

•  Promoted over 45k videos to date

VIROOL.COM 3 |

VIROOL.COM 4 |

VIROOL.COM 5 |

7 MONTHS EARLIER

VIROOL.COM 6 |

VIROOL.COM 7 |

ONE BIG DIFFERENCE

VIDEO

VIROOL.COM 8 |

VIDEO IS THE MOST ENGAGING AD FORMAT ONLINE

VIROOL.COM 9 |

BUT

VIDEO IS

HARD

VIROOL.COM 10 |

FOR EVERY 1 VIRAL VIDEO THERE IS 1,000,000+ THAT ARE NOT

VIROOL.COM 11 |

•  Making Video for Startups •  Testing It •  Optimization •  Distribution •  Measuring Results

Agenda

VIROOL.COM 12 |

Making Video For Startups

EXPLAINER VIDEO ADVERTAINMENT

KICKSTARTER TYPE

VIROOL.COM 13 |

Explainer Video On A Budget

1.  Write A Script – “Problem/Solution”

2.  Voiceover – Hire a Pro on Elance ($30) or Fiverr ($5)

3.  Storyboard – Draw out sequence of events

4.  Animation – Use VideoMakerFX ($97), Wideo, GoAnimate, Animoto, PowToon

5.  Screencasts – Use Camtasia (free)

6.  Music Track – Use Audio Jungle (paid) or FreeSound

7.  Putting It Together – iMovie or Adobe Premiere

VIROOL.COM 14 |

Explainer Video Success

Grew from 5K users to 75K Overnight

VIROOL.COM 15 |

Hire Professionals

Creating Advertainment Video

Do It Yourself

VIROOL.COM 16 |

<3 Production Companies

VIROOL.COM 17 |

Advertainment Video Success

VIROOL.COM 18 |

Kickstarter Type

1.  Loud Noise at the start of the video 2.  Happy people (customers) using the Coolest 3.  Beautiful outdoor backdrop 4.  Focused Product Shots (video quality) 5.  Showed capabilities of the speakers 6.  Highlighted benefits & features 7.  Included call to action

VIROOL.COM 19 |

ONCE YOU’VE CREATED A VIDEO YOU NEED TO

TEST ITS ENGAGEMENT

VIROOL.COM 20 |

Testing Video Engagement

VIROOL.COM 21 |

Pay Attention to Engagement

VIROOL.COM 22 |

Testing is Important, Just Ask OraBrush

Over 100+ Different Clips Tested

VIROOL.COM 23 |

Testing is Important, Just Ask OraBrush

Over 2,000,000+ Products Sold

VIROOL.COM 24 |

EVEN THE SMALLEST ADJUSTMENTS MAKE

THE BIGGEST DIFFERENCE

VIROOL.COM 25 |

Things To Optimize For In the Video

1.  Thumbnail

2.  Title 3.  Description + Keywords

VIROOL.COM 26 |

Thumbnail

1.  Test as a Banner Ad – Pay attention to CTR

2.  Post few images on your Facebook – see which one gets the most likes

3.  Setup landing Page with Optimizely and run tests against pages with different images. See which one converts best

VIROOL.COM 27 |

Title

1.  Longer Title > Shorter Title

2.  Titles with Lists Tend to be Shared More. 10 is a Magic Number

3.  Make sure your Title is relevant your target audience

4.  Emotional Words in the Title Increase chance of sharability

VIROOL.COM 28 |

Video Distribution

Social Games Mobile Apps Native Pre-Rolls

VIROOL.COM 29 |

Adwords for Video 1.  Make  sure  content  is  about  1:30  long  

max  2.  Make  sure  the  first  5  seconds  capture  

users  a>en?on  3.  Keep  your  content  short  and  to  the  point  

(minimize  waste)    4.  Look  at  compe?tors  ads  for  ideas    5.  Define  the  ac?on  you  want  the  viewer  to  

take  aKer  watching  the  video  

VIROOL.COM 30 |

Focus on TrueView

It helps generate volume. You don’t get charged for skips

VIROOL.COM 31 |

Make Sure You Target Correctly

VIROOL.COM 32 |

Make Sure You Target Correctly 1.  Make  sure  you  are  target  the  people  

who  will  respond  best  to  your  content  and  are  your  poten?al  customers  

2.  Pay  a>en?on  before  which  videos  your  ad  is  playing    

3.  Exclude  bad  videos  and  focus  on  the  videos  that  bring  results    

4.  Op?mize  for  CPV  cost  5.  Test,  Test,  Test  

VIROOL.COM 33 |

Measure Results

1.  You  will  succeed  1x  for  every  4x  that  you  fail  

2.  Video  (just  like  content)  is  a  part  science/  part  luck  

3.  If  you  keep  at  it,  you  will  succeed  for  sure!