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Alex Debelov, Virool
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VIROOL.COM 1 |
Alexander Debelov @adebelov1 or [email protected]
Video Virology 101: How to Produce, Test & Distribute
Content that Connects
VIROOL.COM 2 |
Alexander Debelov
• CEO of Virool
• Video Distribution Platform
• 52 Employees in SF, NYC, LA and Russia
• Backed by: DFJ, Menlo & 500Startups
• Promoted videos for 38% of Fortune 500
• Promoted over 45k videos to date
VIROOL.COM 3 |
VIROOL.COM 4 |
VIROOL.COM 5 |
7 MONTHS EARLIER
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VIROOL.COM 7 |
ONE BIG DIFFERENCE
VIDEO
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VIDEO IS THE MOST ENGAGING AD FORMAT ONLINE
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BUT
VIDEO IS
HARD
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FOR EVERY 1 VIRAL VIDEO THERE IS 1,000,000+ THAT ARE NOT
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• Making Video for Startups • Testing It • Optimization • Distribution • Measuring Results
Agenda
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Making Video For Startups
EXPLAINER VIDEO ADVERTAINMENT
KICKSTARTER TYPE
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Explainer Video On A Budget
1. Write A Script – “Problem/Solution”
2. Voiceover – Hire a Pro on Elance ($30) or Fiverr ($5)
3. Storyboard – Draw out sequence of events
4. Animation – Use VideoMakerFX ($97), Wideo, GoAnimate, Animoto, PowToon
5. Screencasts – Use Camtasia (free)
6. Music Track – Use Audio Jungle (paid) or FreeSound
7. Putting It Together – iMovie or Adobe Premiere
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Explainer Video Success
Grew from 5K users to 75K Overnight
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Hire Professionals
Creating Advertainment Video
Do It Yourself
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<3 Production Companies
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Advertainment Video Success
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Kickstarter Type
1. Loud Noise at the start of the video 2. Happy people (customers) using the Coolest 3. Beautiful outdoor backdrop 4. Focused Product Shots (video quality) 5. Showed capabilities of the speakers 6. Highlighted benefits & features 7. Included call to action
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ONCE YOU’VE CREATED A VIDEO YOU NEED TO
TEST ITS ENGAGEMENT
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Testing Video Engagement
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Pay Attention to Engagement
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Testing is Important, Just Ask OraBrush
Over 100+ Different Clips Tested
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Testing is Important, Just Ask OraBrush
Over 2,000,000+ Products Sold
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EVEN THE SMALLEST ADJUSTMENTS MAKE
THE BIGGEST DIFFERENCE
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Things To Optimize For In the Video
1. Thumbnail
2. Title 3. Description + Keywords
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Thumbnail
1. Test as a Banner Ad – Pay attention to CTR
2. Post few images on your Facebook – see which one gets the most likes
3. Setup landing Page with Optimizely and run tests against pages with different images. See which one converts best
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Title
1. Longer Title > Shorter Title
2. Titles with Lists Tend to be Shared More. 10 is a Magic Number
3. Make sure your Title is relevant your target audience
4. Emotional Words in the Title Increase chance of sharability
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Video Distribution
Social Games Mobile Apps Native Pre-Rolls
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Adwords for Video 1. Make sure content is about 1:30 long
max 2. Make sure the first 5 seconds capture
users a>en?on 3. Keep your content short and to the point
(minimize waste) 4. Look at compe?tors ads for ideas 5. Define the ac?on you want the viewer to
take aKer watching the video
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Focus on TrueView
It helps generate volume. You don’t get charged for skips
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Make Sure You Target Correctly
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Make Sure You Target Correctly 1. Make sure you are target the people
who will respond best to your content and are your poten?al customers
2. Pay a>en?on before which videos your ad is playing
3. Exclude bad videos and focus on the videos that bring results
4. Op?mize for CPV cost 5. Test, Test, Test
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Measure Results
1. You will succeed 1x for every 4x that you fail
2. Video (just like content) is a part science/ part luck
3. If you keep at it, you will succeed for sure!