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@ P H I L N OT T I N G H A M
Things have changed….
These are now all video platforms
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”
Syndicate All of the things
Strategic approach hasn’t evolved
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
Distribution
Production
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
Old Model: Eyeballs = Mindshare
Old Model: Eyeballs = Mindshare
New Model: Engagement = Mindshare
Organic Potential
Paid Distribution
TV Model: What, When, Where
Social Model: What, When, Where, Why and How
Why will people care? How will people engage?
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
Content is a starting point for conversation
Why will people care? How will people engage?
How will people engage?
✦ Comment
✦ Like/Favourite/Thumb
✦ Consume more content
✦ Share via social
✦ Share via email/message
✦ Subscribe/Provide email
Active Browsing
Passive Browsing
Restricted Media Type
Fluid Media Type
Video = Aural + Visual
Vine
PRIMARILY AURAL
YouTube
PRIMARILY VISUAL
Platform FirstC R E AT E CO N T E N T F O R T H E P L AT F O R M
“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
Most Content Strategies
Pick one or two platforms, and actually do a good job
P H I L N OT T I N G H A M
“When you think platform first, you make
better, more focused content”
Social Media = Brand CRM
Can share video from other platforms?
✦ YouTube
✦ Vine
✦ Snapchat (walled garden)
Yes No
Primary Platform
Amplifiers
Primary Platform Instagram
Facebook Twitter PinterestAmplifiers
Optimisation
Optimising Social Video
1. Create the right content
2. Get found
3. Get watched
4. Elicit action
Today I’m going to talk through…
Optimising Social Video
1. Create the right content
Typical YouTube Strategy
The best channels have focus
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!”
81M Views
2K Views
ON-SITE VIDEOS
SPECIFIC CONTEXT
SOCIAL VIDEOS
BROAD CONTEXT
Keyword Research for YouTube!
……is not really a thing
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
You can take the same approach with TrueView ads…
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?”
Optimising Social Video
1. Create the right content
2. Get found
Of the 17 articles you’ve read about YouTube Optimisation, you won’t believe
the one thing they’ve all got wrong…
Clicks > Keywords
Best Practice for YouTube titles
✦ “Clicky” title
✦ < 55 characters
✦ Explicit value proposition
✦ Thumbnail matches title
YouTube Suggested Video Traffic
Titles made more “clicky”
Create a custom thumbnail
Custom thumb = 35% increase in play rate
Think of thumbnails like movie posters
Optimising Social Video
1. Create the right content
2. Get found
3. Get watched
The parts of a videoNose - Body - Tail
The NoseThe first 2% of the video
The BodyThe middle 96% of the video
The TailThe last 2% of the video
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
Optimising Social Video
1. Create the right content
2. Get found
3. Get watched
4. Elicit action
Annotations
Optimising Social Video
1. Create the right content
Facebook video is Mobile video
Don’t feel encumbered by 16 x 9
Optimising Social Video
1. Create the right content
2. Get found
Time you have to hook your audience
✦ YouTube - 5 seconds
✦ Facebook - 2 seconds
Include captions in post production
Best Practice for Facebook titles
✦ Provide counterpoint or context
✦ Indicate reward for viewing with sound
✦ Can be nuanced and suggestive
Optimising Social Video
1. Create the right content
2. Get found
3. Get watched
Watches = re-watches
Indicate a reward for viewing with sound
Optimising Social Video
1. Create the right content
2. Get found
3. Get watched
4. Elicit action
The text is still the thing
Turnstile
26% @ MIDDLE
25% @ START
49% @ END
Turnstile Locations
24%16% 3.4%CONVERSION
@ STARTCONVERSION
@ MIDDLECONVERSION
@ END
Conversion Rate by Location
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
Heir to the gif?
Measuring Success
Action Rate( S H A R E S + C L I C K S + CO M M E N T S + S U B S C R I P T I O N S ) / V I E W S
View Through ConversionsWATC H E D V I D E O & CO N V E R T E D AT A L AT E R DAT E
Thank you!
P U B ?
