eStudio34 presents London Search Love 2015 | Building a Social Video Stategy by Phil Nottingham
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Transcript of eStudio34 presents London Search Love 2015 | Building a Social Video Stategy by Phil Nottingham
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
T Y P I C A L B R A N D CO N T E N T M A R K E T I N G S T R AT E G Y
“Get as many eyeballs on the content as
possible”
http://www.bloomberg.com/features/2015-click-fraud/
http://www.theguardian.com/technology/2015/sep/23/google-advertisers-fake-youtube-video-views-adwords-bot
http://marketingland.com/whats-a-video-view-on-facebook-only-3-seconds-vs-30-at-youtube-128311
https://blog.kissmetrics.com/is-adblock-killing-conversions/
https://medium.com/@robleathern/carriers-are-making-more-from-mobile-ads-than-publishers-are-d5d3c0827b39
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
How will people engage?
✦ Comment
✦ Like/Favourite/Thumb
✦ Consume more content
✦ Share via social
✦ Share via email/message
✦ Subscribe/Provide email
“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
Can share video from other platforms?
✦ YouTube
✦ Vine
✦ Snapchat (walled garden)
Yes No
M O S T M A R K E T E R S I S P E A K 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!”
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
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?”
Of the 17 articles you’ve read about YouTube Optimisation, you won’t believe
the one thing they’ve all got wrong…
Best Practice for YouTube titles
✦ “Clicky” title
✦ < 55 characters
✦ Explicit value proposition
✦ Thumbnail matches title
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
Best Practice for Facebook titles
✦ Provide counterpoint or context
✦ Indicate reward for viewing with sound
✦ Can be nuanced and suggestive
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