how to make online video work for your brand...– by choosing a compelling thumbnail for your...

Tod Plotkin Principal of Green Buzz Agency

@plotkint @greenbuzzagency

[email protected]

How to Make Online Video Work for Your Brand

How to Develop A Content Strategy that Engages and Maintains a YouTube Audience

@plotkint @greenbuzzagency #PRNews

The Hub-Hero-Help Method • YouTube-approved method for

increasing brand loyalty • Uses three different types of video

content to draw in followers and keep them coming to your channel

• Nike Football used this method and increased their YouTube subscriptions to 2.4 million people

#PRNews @plotkint @greenbuzzagency

How Hub-Hero-Help Works Together • Hero Video:

– Captures Large Audience through entertainment. Raises awareness

• Help Video: – Captures inquisitive

audience through value of content. Creates a positive impression

• Hub Video: – Maintains audience with

entertainment & value. Develops loyalty

#PRNews @plotkint @greenbuzzagency

Hero Video • A big, flashy, well-produced video that

draws in a large audience – Sharable, a “viral” type video

• Build these around your “tent-pole moments” – Tent-pole moments: brand-defining

events in time – Ex: Holiday campaigns, current events


• Brings in a huge, one-time audience spike that trails out - But you get the chance to turn a lot of people into true followers

Hero Video Example: Cricket Wireless, Fill My Basket Branded Documentary


Help Videos

• These videos are helpful – they answer questions that pertain to your brand

• What questions do your potential customers put in their general search bar? Answer them through video – By drawing in people who have questions that are relevant to

your product or service, you’re attracting a highly targeted audience who is more likely to follow your brand’s channel

• 4 out of 5 customers find demo videos helpful (Animoto) – Lending a hand through video creates a positive customer

experience


https://animoto.com/blog/business/video-marketing-cheat-sheet-infographic/

Help Video Example: NACS, What to Do In Atlanta Video


Hub Videos • Your brand’s regularly scheduled episodic series • “Give a fresh perspective on your target’s passion

points” and motivate viewers to subscribe to and regularly visit your channel

• If your brand is able to create an engaging, regular series, you’re using an extremely effective way to create brand loyalty


Hub Example: My Beauty, My Say by Dove


Optimizing Video for Search to Ensure the Widest Possible Reach


Utilizing Keywords

• Use keywords in your video description – Similar to keywords in your title, keywords

in your video description will help maximize reach

• Use keywords in video tags – Use keywords in video tags. Tags help you

rank for your target keyword in terms of getting to the right “related videos” sidebar more frequently


Finding Your Niche

• Specificity is key – Instead of trying to rank for a term like “fitness”, focus on specific topics

that will be less competitive and more relevant, like “indoor fitness workouts for women”

• Look at YouTube suggested search terms – For example, if your topic is magic tricks, you can type “magic tricks” into

the search bar to see what users are searching for • Use keyword search tools (i.e. Google Keyword Planner)

– These tools can help you understand how keywords rank across different platforms


Captions and Thumbnail

• Add closed captions instead of using YouTube’s automatic captions – This not only makes your videos accessible, but also allows your closed

captions to be indexed by Google • Pick an interesting thumbnail

– By choosing a compelling thumbnail for your video, more people will click to watch. Clickthroughs = Good SEO

• Paste your transcription in the description box – This helps Google and other search engines to understand what your video

is about


Be Brand-Consistent • Customize your username

– Pick a username that will attract viewers based off the theme of your videos • Shape your channel

– Customize your channel banner and logos so viewers get a good idea of your content – YouTube also ranks channels, and a well-designed YouTube channel can increase your chances of ranking

• Create playlists – Themed YouTube playlists can gain relevance for your video and increase your chance of

gaining a spot on the “related videos” list


Samsung YouTube Channel, 2016

Customized YouTube channel High-quality, informative thumbnail

Call-to-action

Keywords in title

Keywords in description

Call-to-action to engage audiences in description

Video transcript in description

Overview: Ranked #1 on YouTube’s search engine page within 3 months Used: Specific niche, keywords, compelling thumbnail, call-to-action, customized YouTube channel and logo

Case Study: Yum Yum Videos


Understanding YouTube Analytics and Using it to Inform your Content Strategy


Watch Time Reports: Average View Duration

• Average View Duration – Shows how long your particular videos were watched

by certain audience segments of your choosing – Helps you understand how long your video content

should be – How engaged are your viewers?


• YouTube defines a view as a viewer who clicks the play button and watches for 30 seconds - Is that enough watch time for you to count it as a view?

Watch Time Reports: Audience Retention • Video views are not linear – videos can be replayed and rewound • Audience Retention Report shows what sections of your video have been

watched the most


• Helps you understand the parts of your video that are most confusing, boring or interesting - What are viewers

replaying? - What parts are

viewers skipping over?

Watch Time Reports: Traffic Sources

– Videos with successful organic YouTube SEO will have referrals from YouTube Search and Suggested Videos

– If you’re cross promoting your video, you’ll see what campaigns and what platforms are bringing in invested viewers


• Where are your viewers coming from? • Tells you the effectiveness of your video campaigns

Engagement Reports: Subscriptions & Playlists

• Subscriptions: A subscription is another channel that wants to make sure they never miss one of your videos – They don’t have to rely on SEO to find your video

• Playlists: Other channels can make playlists of different videos – This metric measures how many times your video has been added to a

playlist – Helps your reach: the other channel’s subscribers can see your video in

their playlist


Engagement Reports: Likes, Dislikes & Comments

• Likes and Dislikes – What do they mean to you? – Dislike may not be a bad thing: it’s good to open up conversation on your

video. Get in the mindset of your viewer. Why might they press the dislike button?


• Make sure you answer and acknowledge people’s comments

• Videos with high engagement ratings in Likes and Comments see an SEO Boost

4 Key Takeaways

• Hub-Hero-Help content strategy helps you build and maintain an audience with 3 distinct kinds of video content

• Use keywords in your description and title, and make sure you upload your transcript and captions to rank highly on YouTube searches

• Watch Time Reports indicate the success of your video beyond the number of views it has

• Engagement Reports indicate how much value viewers see in your content


how to make online video work for your brand...– by choosing a compelling thumbnail for your...

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