How to Optimize B2B Video for YouTube & Facebook
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Transcript of How to Optimize B2B Video for YouTube & Facebook
7 Rules for Optimizing B2B Video on YouTube & Social
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Mark Robertson§ 17yearsinInternetmarketing– FocusonSEO§ 10yearsinonline/digitalvideoleadership§ Founder@ReelSEO(TubularInsights.com)§ Co-Founder@LittleMonsterMedia§ Twitter:@MarkRRobertson§ Site:http://LMon.co
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DAgenda – 7 Rules
1 GettoKnowthePlatforms2 UploadingConsiderations3 MetadataMatters4 OptimizeYourPresence- Channels/Pages5 CTAs&Linking6 LeveragePaidVideoAdvertising7 Jump inLive&Stay-Tuned
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1) Get to Know the Platforms
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Social Video Is Where It’s At, Dude
Source:TrustedMediaBrands“TheFutureofDigitalVideo”|July2016
Marketersgivesocialplatformsa10%Lead.Facebook,thevideoleader
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DifferencesYouTube:
• Mature&diverse• Video1st destination• Searchisbig• Short&long-form• Googleexposure
Facebook:• Social1st =sharingease• Videosauto-play• Primarilyshort-form• Emotionalcontent
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Consider Discovery: Pull vs Push
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AutoPlay + Feed = First 3-10 Sec Counts
Source: Facebook Marketing Science Analysis of 173 Nielsen Brand Effect Studies, March 2015
65%whowatchfirst3sec.ofavideowillwatchfor>10sec.
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Facebook Views Vs. YouTube Longtail
FacebookViews:68%ofViewsinfirst7Days,87%ofViewsinfirst30Days
Data via Tubular Labs | Videos Uploaded to Facebook on Sept. 30th, 2016
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Source: Mark Robertson & Data via Tubular Labs | Top 10K Most Engagements, English, Uploaded Q2 2016
Content Differs Across Platforms
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Successful Social Video Content Differs
ContentTypes• YouTube– Diverse– manytypesofcontent• Social– Narrow– contentevokesemotion(inspirational,etc..)
Duration:- YT=short-form&long-form
- Avg.10XlongerthanFacebook- FB=primarilyshort-form
- Avg.range30sec-2min
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What’s Common• Mobileconsumption↑• ↓Attentionspans• Watch-timerewarded• Involvementiscritical• Knowyouraudience• Gettothepoint
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Mobile Now Totally Dominates
Source: Comscore’s 2017 U.S. Cross-Platform Future in Focus
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Algorithms Reward ⇡Watch-Time 12/2012- YouTubechangesalgo toreward“WatchTime”6/2014- Facebookconfirmstime-watchedasalgo factor
Whatdoesthismean?- YouTube=overallsessiontime– consistsofmultiplefacets- Desiretokeepusersontheirplatforms- Downsideifyourgoalistoprimarilydrivetrafficoff-platformTips:- Beconciseandengaging- YouTube=Driveuserstovideosinplaylistplayer- Minimizeoff-sitelinking
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Across Platforms = Start With A Bang
DriveImmediateInterest:• UseCompellingOpeningShots
• Close-upsofFaces
• UseStrongVisualCues• ClearCTAto“Watch”InPostCopy• UseBigFontTextOverlays• UseTextCardstoAdvanceNarrative
• TeaseFirst• Brandingand/orbumperssecondary
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2) Uploading & Format Considerations
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Uploading YouTubeWhyUploadDirectlyvs.APIs?• OKifsettoscheduled,private,unlisted• Changemetadata- Uniquecopy• Takeadvantageofotherfeatures
• End-cards/customthumbs/etc.
MostImportantly:• YouTubesuccess=directparticipation
Tips:• 16x9(widescreen)primaryaspectratio• Mostfilesaccepted– usehighestquality• Supportsup-to8K,360,andmore.
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FB: Upload Video Directly (Natively)Uploadnativelyvs.sharing- Availableyearsago- Tookoffin2014- 84.5%videosonFBin2016(v.
YouTube,Vimeo,others
Source: Quintly’s Facebook Video Study 3/10/2017 | Data = Full-Year 2016
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Facebook: Design for Mobile Feed
16:9 3:4 1:1 Vertical
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The RISE of VERTICAL & 1:1 (Square)
Data via Mark Robertson | Top 25K Most Engaged Videos Uploaded Q3 2016 via Tubular
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Facebook: Mobile App + AutoPlay = Visual1st,Audio2nd• Videoswithcaptionsaverage12%more
watch-time 1
• Asmuchas85%ofviewshappenwithsoundoff,accordingtomultiplepublishers.2
EmbraceSilence:• TextOverlays• Qualityaudiostillimportant• Placeimportantsoundbitesafter3sec.
• MostuserswillnotrewindSources: 1) Facebook 2) http://digiday.com/platforms/silent-world-facebook-video/
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3) Metadata Matters
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Titles Description SocialMsg. Tags CC Others
YouTube (Required)100charmax
(Optional)5K charmax
UsuallyTitle +ThumbCustomizable
500charmax
Yes&Transcripts
CategoryLocationRecording-DateVideo creditsLicensingThumbnails
Facebook (Optional)65charmax
(Optional)63,206charmax480shown…
(Optional)8tagsmax
Yes.SRTreq.
ThumbnailsLocation#Hashtags@Friends@Pages
Instagram NA NA Caption(optional)editable2200charmax
NA NA ThumbnailLocation#Hashtags@Tag/Mention
Twitter No No Caption (optional)editable- shorttime140 charmax
NA NA Location#Hashtags@Mentions
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Optimizing YouTube MetadataRememberPull(Search)+Google• Titles#1- relevant&compelling
• Putbrandinglast• Putkeywords1st &inorder:
• Titles,descriptions,andtags• Tagsimportant(search&related)• Includekeywordphrases
• Focuson1-2mainkeywords• LeverageCC/Subtitles• Test&leveragetranslations
• CC/Subtitles• Metadata
• Always– OptimizeThumbnails
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Optimizing Social Video MetadataRememberPrimarilyPush(Newsfeed)• Focusonmessage/captionforfeeds
• Short&sweet• ElicitEmotion• Tryheadlineanalyzers• IncludeStrongCTAtoWatch
• Optionalfields=Required• Titles&Tagsimportantforsearch&related• Tagpeople&companies• Try#(especiallytw/in)• Always– OptimizeThumbnails
• DoNOTdirectlysolicitreactions
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4) Optimize Channel/Pages
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S T F WDYouTube Channel Best Practices1. Channelicon/avatar– mostvisibleacross2. Links– takeadvantage3. Aboutpage– showsinsearch4. Subscribertrailer= yourintro5. Curatemeaningfulplaylists6. Relatedchannels
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S T F WDFacebook Page: The Video Tab1. Considerprominentlyfeaturing”Videos”Tab2. ConsiderCTAto“WatchVideo”(KeeponFBifpossible)3. CreateFeaturedVideo4. CreateOrganizedPlaylists
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Multiple Facebook Pages?ManyB2Butilizemultiplepages• Verticals,horizontal,geography,etc..
Considerenablingvideocrossposting
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5) CTAs & Linking Tactics
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YouTube Linking & CTA Options• 1st – Enableassociatedwebsitefeature• Descriptions
• UsefulltextURL– http://• ConsiderURLshortening&customizing
• Annotationsdead=useinfocards(avoid1st 10sec)• Endscreens• Pinnedcomments• In-Video(text/oral)
Remember:keepinmindsessionwatch-time
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Social Video Linking & CTAsFacebook• Linkindescription/message
• 67.24%containedoutsidelinks• Linksincomments• In-Video(text/oral)• Paidadvertising
Instagram• Notclickable(exceptbio)• “Seelinkinbio”
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6) Leverage Paid Distribution
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Google AdWords for YouTubeWaystoLeverageYTAds:• Awareness&CTA• Driveviews&subscriptions• Retargeting:• Websitevisitors• Videoviewers
• Channelvisitors• Videoviewers• Commenters,likes,etc.
• Experimentsequentialretargeting
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Facebook Video Advertising Tips• Createeducational&inspirationalvideos• Considertestingsilentversions• Integratecall-to-action• UseoptimizedCPM(oCPM)forvideoads• UseCustomAudiences
• Considercontacttargeting– Emailslists• Retargetw/FBPixel(websites)orSDK(apps)• “Look-alikeaudiences”
• StartVideoAdBoostingwhenengagementratio>2-4%=Cheaper
• LookintoFBDarkPostingforA/BandMultivariateTesting
• Remembertotest&measure
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7) Jump in Live & Stay Tuned
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The Rise of Live StreamingYouTube
• 2011– BetaLive-streamingcapability• 2/2017- Availabletochannels>10Ksubs
FacebookLive• 4/2016- Availabletoallviamobile• 3/2017- Availabletoallviadesktop
Instagram• 11/2016- Availabletoallviaapp• 3/2017- Abilitytosavelivevideos
Twitter• 12/2016- Availableviamobile- byPeriscope• 3/2017- LivevideoAPIavailable
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B2B Live Streaming Content IdeasTypesofContent:• AMA/Q&A• Product/ServiceAnnouncements• APeekBehindtheScenes• Events/Conferences• ScheduledDemos&How-tos• Live-streamYourCustomerService• Consider360Livevideo
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Live Video Tips & Considerations• Promoteinadvancesopeopleknowtotunein• EngagingIntroduction– perhapsconductpoll• Keepthe(late)audienceuptodateandengaged• Interactviaspeakingtothemand/orcomments• FBrecommends>20minutes(<4hours)• Askliveviewerstosubscribe• Ensureadequatebandwidth&goodaudioquality
• Usecopyright-freemusic,orbuyalicense
• Checkreactionstopreviouslive-streams
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Stay-Tuned: Platforms Evolving FFWD
Injustthepastfewweeks/months:- 9/2016– YouTubeconfirmsAIinalgorithm- 11/2016- Instagramintroducedlive-streaming- 12/2016- Live360launchesonTwitterviaapp- 3/16/2017- YouTubeVRenhancements- 3/24/2017- YouTubesound-effectdetection- 3/28/2017- Facebooklaunchedstories
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DContactMe§ Twitter:@MarkRRobertson§ Website:LMon.co
Thank You!