Let’s Talk About Videos

Video Strategy 08. 09 . 14

How can we perform with different video platforms

YouTube is the most powerful video platform that we have nowadays and contemplates: a search engine, a hosting service, an advertising platform, a social network, and a community site

But are we using all the potential of this platform? And is YouTube the right choice for our actual strategy and content?

It’s important to know what are the consumers intentions on whatch a video on YouTube...

- People don’t go to YouTube to find products or services to buy

- They don’t go there to get news, restaurant recommendations, or travel directions

- They go there for one reason - to watch a video, with the goal of finding something informative or entertaining

CONSUMER INTENTIONS

Source:http://goo.gl/c3RGBi

And to perform well in Google and YouTube search, it’s needed to generate engagement (shares, subscriptions and engaged views)

To reach this engagement we must create content with this “YouTube context” in mind

Video Strategy

When we talk about Video Strategy we have two objectives in mind: conversion or brand awareness

And it is extremely important to make video content focused on ONE of this objectives

- When the content is heavily “product focused” and the videos only really make sense in the context of users who are, at least, initially familiar with your business and are therefore part of the way through a conversion funnel, it might not make the best video content

Source:http://goo.gl/c3RGBi

When is YouTube not the appropriate platform for my videos?

- When you wish to get video rich snippets for any commercially focused page on your site. YouTube videos will often outrank your site in universal search, which cannibalises your potential traffic and splitting potential link equity between YouTube and your site

Source:http://goo.gl/c3RGBi

When is YouTube not the appropriate platform for my videos?

- When your main goal is to build links or social shares directly back to pages on your own site through video embeds. Embedded YouTube videos only link back to YouTube

When is YouTube not the appropriate platform for my videos?

Source:http://goo.gl/c3RGBi

To meet these strategic needs that exists the Secure Hosting Solutions

- Better analytics, tracking and integration with marketing software e.g. Hubspot, Marketo

- More customizable video players and CTAs

- Ensure links and social shares point back to your site to drive traffic and improve overall site SEO

WHY SECURE HOSTING?

Source:http://goo.gl/Fx7vtv

Wistia is one of the existing secure hosting platforms in the market and one of the most recommend too

It has a lot of functionalities…

The use of this kind of third-party tool is based on the goals of our strategy!

To help us to choose when use only YouTube or Wistia, we can follow this schema from Distilled

Source:http://goo.gl/Fx7vtv

SUMMARIZINGGoal

Brand Awareness, Virality

Conversions, Increased Traffic

Links

Content StylePromotional and/or

creativeSomewhat

Promotional (soft-sell)Non-promotional and/or creative

YouTubeOther Social Video

SitesGoogle Display Network (GDN)

Suitable LocationHosted on and

restricted to your own Site

Hosted on own site but allow others to

also embed the content

Source:http://goo.gl/Jm7hCa

This tool is cheap, just only $25/month…

But for now we can start with the

Wistia Free Plan!

* Premium functions are 15 days free

THANK YOU

Gabriel ZavitoskiSEO EspecialistLinkedin► http://lnkd.in/deRe9znSkype ► gabu.medeiros