SearchLove London 2015 | Philip Nottingham | Building a Social Video Strategy
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The world of social video is becoming increasingly convoluted, with Facebook and Twitter having launched native video platforms within the last 12 months, but how should marketers’ approach react to this? Should YouTube be the main platform brands focus on, or should the others now take precedence? Phil will explain how you can work out where to invest, what works and why, and then explain how SEOs and those from a digital background have an inherent advantage in taking ownership of social video strategy.
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SearchLove London 2015 | Philip Nottingham | Building a Social Video Strategy
- 3. These are now all video platforms
- 4. Typical approach to video… Creative agency develops compelling campaign idea Judge success according to reach and brand recall Media planners distribute content to maximise reach 1 2 3
- 5. TYPICAL BRAND CONTENT MARKETING STRATEGY “Get as many eyeballs on the content as possible”
- 6. Syndicate All of the things
- 7. Strategic approach hasn’t evolved
- 14. PAY TO PLAY = PAY TO GET ON THE WAITING LIST
- 15. Old Model: Eyeballs = Mindshare
- 16. Old Model: Eyeballs = Mindshare New Model: Engagement = Mindshare
- 21. TV Model: What, When, Where
- 22. Social Model: What, When, Where, Why and How
- 23. Why will people care? How will people engage?
- 24. 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
- 25. Content is a starting point for conversation
- 26. Why will people care? How will people engage?
- 27. How will people engage? ✦ Comment ✦ Like/Favourite/Thumb ✦ Consume more content ✦ Share via social ✦ Share via email/message ✦ Subscribe/Provide email
- 28. Active Browsing Passive Browsing Restricted Media Type Fluid Media Type
- 29. Video = Aural + Visual
- 31. Platform First CREATE CONTENT FOR THE PLATFORM
- 32. “Platform First” Approach 1. Work out where your target market are active (and when) 2. Choose the platforms to focus on 3. Create content for the platform 4. Cross promote on other platforms - by linking, not republishing
- 34. Pick one or two platforms, and actually do a good job
- 35. PHIL NOT TINGHAM “When you think platform first, you make better, more focused content”
- 36. Social Media = Brand CRM
- 37. Can share video from other platforms? ✦ YouTube ✦ Instagram ✦ Vine ✦ Snapchat (walled garden) ✦ Facebook ✦ Twitter ✦ Pinterest Yes No
- 39. Primary Platform Instagram Facebook Twitter PinterestAmplifiers
- 44. Optimisation
- 45. Optimising Social Video 1. Create the right content 2. Get found 3. Get watched 4. Elicit action
- 46. Today I’m going to talk through…
- 48. Optimising Social Video 1. Create the right content
- 50. The best channels have focus
- 51. MOST MARKETERS I SPEAK TO ”But we need to have all of our videos on YouTube! YouTube is the second biggest search engine in the world, with billions of users. If our videos aren’t on YouTube, they’ll never get found!”
- 52. 81M Views
- 53. 2K Views
- 54. ON-SITE VIDEOS SPECIFIC CONTEXT SOCIAL VIDEOS BROAD CONTEXT
- 55. Keyword Research for YouTube! ……is not really a thing
- 56. Lean testing for YouTube ✦ Upload some generic video content on a dummy account ✦ Change title, description and thumbnail to match proposed creative ✦ See how many views you get from YouTube search and YouTube suggested videos ✦ Go and actually produce the videos which gain the most views
- 57. You can take the same approach with TrueView ads…
- 60. S O M E P E O P L E I N T H E A U D I E N C E “What shall I do with my existing library of videos? Should I put them on YouTube?”
- 62. Optimising Social Video 1. Create the right content 2. Get found
- 63. Of the 17 articles you’ve read about YouTube Optimisation, you won’t believe the one thing they’ve all got wrong…
- 65. Best Practice for YouTube titles ✦ “Clicky” title ✦ < 55 characters ✦ Explicit value proposition ✦ Thumbnail matches title
- 66. YouTube Suggested Video Traffic Titles made more “clicky”
- 67. Create a custom thumbnail
- 68. Custom thumb = 35% increase in play rate
- 70. Think of thumbnails like movie posters
- 75. Optimising Social Video 1. Create the right content 2. Get found 3. Get watched
- 76. The parts of a video Nose - Body - Tail
- 77. The Nose The first 2% of the video
- 78. The Body The middle 96% of the video
- 79. The Tail The last 2% of the video
- 80. Evaluating engagement ✦ >30% Drop off in the nose = There isn’t a clear hook ✦ >50% Drop off in the body = The overall idea & execution is weak ✦ >30% Drop off in the tail = The CTA (or conclusion) isn’t compelling enough
- 81. Optimising Social Video 1. Create the right content 2. Get found 3. Get watched 4. Elicit action
- 82. Annotations
- 86. Optimising Social Video 1. Create the right content
- 88. Facebook video is Mobile video
- 91. Don’t feel encumbered by 16 x 9
- 92. Optimising Social Video 1. Create the right content 2. Get found
- 94. Time you have to hook your audience ✦ YouTube - 5 seconds ✦ Facebook - 2 seconds
- 96. Include captions in post production
- 97. Best Practice for Facebook titles ✦ Provide counterpoint or context ✦ Indicate reward for viewing with sound ✦ Can be nuanced and suggestive
- 98. Optimising Social Video 1. Create the right content 2. Get found 3. Get watched
- 100. Indicate a reward for viewing with sound
- 101. Optimising Social Video 1. Create the right content 2. Get found 3. Get watched 4. Elicit action
- 104. The text is still the thing
- 106. Turnstile
- 108. 26% @ MIDDLE 25% @ START 49% @ END Turnstile Locations
- 109. 24%16% 3.4% CONVERSION @ START CONVERSION @ MIDDLE CONVERSION @ END Conversion Rate by Location
- 110. 0 10 20 30 40 50 Start 0 - 10% 10 - 20% 20 - 30% 30 - 40% 40 - 50% 50 - 60% 60 - 70% 70 - 80% 80 - 90% 90 -100% End 2.3x 4.5x Turnstile Conversion Rate by Location
- 112. Heir to the gif?
- 114. Measuring Success
- 115. Action Rate (SHARES + CLICKS + COMMENTS + SUBSCRIPTIONS) / VIEWS
- 116. View Through Conversions WATCHED VIDEO & CONVERTED AT A LATER DATE
- 117. Thank you!
- 118. PUB?