Optimizing video across social media platforms -BrightonSEO 2016

Hello

Video strategy circa 2009

All social networks are now video platforms

Video

≠ A Strategy

≠

Aspect Ratio

Silent Autoplay?Supporting Metadata

Thumbnails

Walled garden?

In-stream mobile playback?

Active Browsing

Passive Browsing

Restricted Media Type

Fluid Media Type

Q U E ST I O N I U S E D TO G E T A L L T H E T I M E

“Where should I host my video?”

Platform First

Platform First

1. Work out where your target market are active

2. Choose the platforms to focus on

3. Create content for the platform

Agenda

1. YouTube

2. Facebook

3. Instagram

4. Twitter

5. Periscope

6. SnapChat

1

Video = Aural + Visual

YouTube = Aural + Visual

Clicks > Keywords

“YouTube Suggested” Video Traffic

Operation “Buzzfeed”

Title TextBody Level One

Body Level Two Body Level Three

Body Level Four

– K I E L D E VA L E R A

“Think of your thumbnails like film posters”

Test Before You Invest

Lean Testing for YouTube

1. Upload some generic video content on a dummy account

2. Change titles, description and thumbnail to match proposed creative

3. See how many views you get from search and suggested videos in the first few days

Use playlists to rank for terms you don’t have videos for

NBED DR Dre beats at screenshot

2

Facebook Video

=

Mobile Video

YouTube = Aural + Visual

Facebook = VISUAL + Aural

Emotional State Change

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

Organic Potential

Paid Distribution

3

Video? Image Sequence? Gif?

TL:DW

NBED EXAMPLE FROM JENNY’S POST

Tag all of the hashes

4

Active Browsing

Passive Browsing

Restricted Media Type

Fluid Media Type

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Start

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20 - 3

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30 - 4

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40 - 5

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90 -100%  En

d

2.3x

4.5x

Turnstile Conversion Rate by Location

5

“Privileged View”

Should you Periscope?

•Exclusive event?

•Interesting manufacturing process?

•Exciting physical spaces?

•Iconoclastic people?

6

Ephemeral

1 - to - 1 Communication

NBED FRAGMENTED

More, Smaller, Lower Quality Videos

Thanks!Please feel free to follow me on any/all of the social networks I talked about.