optimising youtube, facebook and on-site video
TRANSCRIPT
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@ P H I L N OT T I N G H A M
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Video Allows you to… Build Trust
Create a human connection
Tell a story
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At Every Stage in the funnel
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S O M E O N E I N T H E A U D I E N C E
“But Phil, We don’t know how to do video”
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This deck covers optimisation for…
On-Site
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LOT S O F I N C R E D U LO U S P E O P L E AT M A R K E T I N G CO N F E R E N C E S
“The world’s second biggest search engine
after Google!”
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Bing
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YouTube
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It’s designed for finding things, but also for conversation and collaboration
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How to Optimise for YouTube
✦ Create videos that meet the needs of your audience
✦ Ensure your videos stand out from the pack
✦ Build a channel with a compelling value proposition
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How to Optimise for YouTube
✦ Create videos that meet the needs of your audience
✦ Ensure your videos stand out from the pack
✦ Build a channel with a compelling value proposition
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S O M E O N E I N T H E A U D I E N C E
“How can I work out what my audience are
looking for? ”
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Keyword Research for YouTube!
……is not really a thing
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Find out what’s worked before
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S O M E O N E I N T H E A U D I E N C E
“What’s the most popular type of content
on YouTube?”
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Video = Aural + Visual
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YouTube = Aural + Visual
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Test before you invest
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Lean testing for YouTube
1. Upload some generic video content on a dummy account
2. Change title, description and thumbnail to match proposed creative
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Lean testing for YouTube
1. Upload some generic video content on a dummy account
2. Change title, description and thumbnail to match proposed creative
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Lean testing for YouTube
1. Upload some generic video content on a dummy account
2. Change title, description and thumbnail to match proposed creative
3. See how many views you get from YouTube search and YouTube suggested videos
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Lean testing for YouTube
1. Upload some generic video content on a dummy account
2. Change title, description and thumbnail to match proposed creative
3. See how many views you get from YouTube search and YouTube suggested videos
4. Go and actually produce the videos which gain the most views
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How to Optimise for YouTube
✦ Create videos that meet the needs of your audience
✦ Ensure your videos stand out from the pack
✦ Build a channel with a compelling value proposition
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P H I L N OT T I N G H A M
“Of the 17 articles you've read about
YouTube Optimisation, you won’t believe the one thing they’ve all got wrong….”
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Clicks > Keywords
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Best Practice for YouTube titles
✦ “Clicky” title
✦ < 55 characters
✦ Explicit value proposition
✦ Thumbnail is congruent with title
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YouTube Suggested Video Traffic
Operation “Buzzfeed”
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Custom thumbnail = 35% increase in play rate
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Think of thumbnails like movie posters
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How to Optimise for YouTube
✦ Create videos that meet the needs of your audience
✦ Ensure your videos stand out from the pack
✦ Build a channel with a compelling value proposition
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A Typical Brand YouTube Channel
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The engine for growth on YouTube
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YouTube Channel Framework
✦ Hygiene
✦ Hub
✦ Hero
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YouTube Channel Framework
✦ Hygiene - Traffic from Search
✦ Hub - Traffic from Browsing
✦ Hero - Traffic from Social shares
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Use Annotations to drive next actions
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Typical CTR …..
1.3%
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If you include the word “click”
2.6% (+202%!)
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Use cards to encourage users to watch other videos
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Use playlists to rank for topical queries
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Facebook video is Mobile video
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YouTube = Aural + Visual
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Facebook = Aural + Visual
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PAY TO P L AY = PAY TO G E T O N T H E WA I T I N G L I S T
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Content is a starting point for conversation
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Why will people care? How will people engage?
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Why will people care?
✦ Educates / informs
✦ Makes them look good
✦ Parasocial relationships
✦ Provides shared experience
✦ Surprises
✦ Provides amusement
✦ Thrills or excites
✦ Supports political/social views
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How will people engage?
✦ Leave a comment
✦ Like the video
✦ Visit the page
✦ Share to own timeline
✦ Share on friend’s timeline
✦ Share via email/DM
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Best Practice for Facebook titles
✦ Provide counterpoint or context
✦ Indicate reward for viewing with sound
✦ Can be nuanced and suggestive
✦ CTA included in text
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On-Site VideoV I D E O O N Y O U R W E B S I T E
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“This is who we are”
CULTURE VIDEOS
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“This is who we are”
PRODUCT VIDEOS
“This is what we sell”
CULTURE VIDEOS
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“This is who we are”
LEARNING VIDEOS
“This is what we know”
PRODUCT VIDEOS
“This is what we sell”
CULTURE VIDEOS
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Don’t use these platforms for your on-site video…
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A paid platform will give you much better data
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Video SEO still matters…
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In GWMT or Robots.txt
SCHEMA.ORG MARKUP VIA JSON-LD
In the <head> of the page
SCHEMA.ORG MARKUP VIA MICRO DATA
In the <body> of the page
VIDEO SITEMAP
Ways of getting videos indexed…
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In GWMT or Robots.txt
SCHEMA.ORG MARKUP VIA JSON-LD
In the <head> of the page
SCHEMA.ORG MARKUP VIA MICRO DATA
In the <body> of the page
VIDEO SITEMAP
Ways of getting videos indexed…
Awkward and time-consuming to
manage
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In GWMT or Robots.txt
SCHEMA.ORG MARKUP VIA JSON-LD
In the <head> of the page
SCHEMA.ORG MARKUP VIA MICRO DATA
In the <body> of the page
VIDEO SITEMAP
Ways of getting videos indexed…
Awkward and time-consuming to
manage
Unreliable and can affect page speed
Fast, reliable and unobtrusive
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Customise your video player
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Branded player colour = 19% increase in play rate
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Use Turnstiles & CTAs to drive next actions
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0
10
20
30
40
50
Start
0 - 10%
10 - 2
0%
20 - 3
0%
30 - 4
0%
40 - 5
0%
50 - 6
0%
60 - 7
0%
70 - 8
0%
80 - 9
0%
90 -100% En
d
2.3x
4.5x
Turnstile Conversion Rate by Location
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Average CTR - 12.1%
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Average CTR - 13.6% (+18%)
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Just one more thing…
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Wistia has found video in email gives 300% increase in clicks vs
regular image
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Ok, maybe one final thing…
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Crawled 100K Keywords
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Crawled 375K Landing Pages
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0.25% of pages had a video on them
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Let’s change that number
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B U T F I R S T …
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E V E R Y O N E T O T H E B A R !