7 Rules for Optimizing B2B Video on YouTube & Social

VI D

EO

MK T G & S A L E S S U

MM

I T

FA

S T F W

D

VI D

EO

MK T G & S A L E S S U

MM

I T

FA

S T F W

D

Mark Robertson§ 17yearsinInternetmarketing– FocusonSEO§ 10yearsinonline/digitalvideoleadership§ Founder@ReelSEO(TubularInsights.com)§ Co-Founder@LittleMonsterMedia§ Twitter:@MarkRRobertson§ Site:http://LMon.co

VI D

EO

MK T G & S A L E S S U

MM

I T

FA

S T F W

DAgenda – 7 Rules

1 GettoKnowthePlatforms2 UploadingConsiderations3 MetadataMatters4 OptimizeYourPresence- Channels/Pages5 CTAs&Linking6 LeveragePaidVideoAdvertising7 Jump inLive&Stay-Tuned

VI D

EO

MK T G & S A L E S S U

MM

I T

FA

S T F W

D

1) Get to Know the Platforms

VI D

EO

MK T G & S A L E S S U

MM

I T

FA

S T F W

D

Social Video Is Where It’s At, Dude

Source:TrustedMediaBrands“TheFutureofDigitalVideo”|July2016

Marketersgivesocialplatformsa10%Lead.Facebook,thevideoleader

VI D

EO

MK T G & S A L E S S U

MM

I T

FA

S T F W

D

DifferencesYouTube:

• Mature&diverse• Video1st destination• Searchisbig• Short&long-form• Googleexposure

Facebook:• Social1st =sharingease• Videosauto-play• Primarilyshort-form• Emotionalcontent

VI D

EO

MK T G & S A L E S S U

MM

I T

FA

S T F W

D

Consider Discovery: Pull vs Push

VI D

EO

MK T G & S A L E S S U

MM

I T

FA

S T F W

D

AutoPlay + Feed = First 3-10 Sec Counts

Source: Facebook Marketing Science Analysis of 173 Nielsen Brand Effect Studies, March 2015

65%whowatchfirst3sec.ofavideowillwatchfor>10sec.

VI D

EO

MK T G & S A L E S S U

MM

I T

FA

S T F WD

Facebook Views Vs. YouTube Longtail

FacebookViews:68%ofViewsinfirst7Days,87%ofViewsinfirst30Days

Data via Tubular Labs | Videos Uploaded to Facebook on Sept. 30th, 2016

VI D

EO

MK T G & S A L E S S U

MM

I T

FA

S T F W

D

Source: Mark Robertson & Data via Tubular Labs | Top 10K Most Engagements, English, Uploaded Q2 2016

Content Differs Across Platforms

VI D

EO

MK T G & S A L E S S U

MM

I T

FA

S T F W

D

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

VI D

EO

MK T G & S A L E S S U

MM

I T

FA

S T F W

D

What’s Common• Mobileconsumption↑• ↓Attentionspans• Watch-timerewarded• Involvementiscritical• Knowyouraudience• Gettothepoint

VI D

EO

MK T G & S A L E S S U

MM

I T

FA

S T F W

D

Mobile Now Totally Dominates

Source: Comscore’s 2017 U.S. Cross-Platform Future in Focus

VI D

EO

MK T G & S A L E S S U

MM

I T

FA

S T F W

D

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

VI D

EO

MK T G & S A L E S S U

MM

I T

FA

S T F W

D

Across Platforms = Start With A Bang

DriveImmediateInterest:• UseCompellingOpeningShots

• Close-upsofFaces

• UseStrongVisualCues• ClearCTAto“Watch”InPostCopy• UseBigFontTextOverlays• UseTextCardstoAdvanceNarrative

• TeaseFirst• Brandingand/orbumperssecondary

VI D

EO

MK T G & S A L E S S U

MM

I T

FA

S T F W

D

2) Uploading & Format Considerations

VI D

EO

MK T G & S A L E S S U

MM

I T

FA

S T F W

D

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.

VI D

EO

MK T G & S A L E S S U

MM

I T

FA

S T F W

D

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

VI D

EO

MK T G & S A L E S S U

MM

I T

FA

S T F W

D

Facebook: Design for Mobile Feed

16:9 3:4 1:1 Vertical

VI D

EO

MK T G & S A L E S S U

MM

I T

FA

S T F W

D

The RISE of VERTICAL & 1:1 (Square)

Data via Mark Robertson | Top 25K Most Engaged Videos Uploaded Q3 2016 via Tubular

VI D

EO

MK T G & S A L E S S U

MM

I T

FA

S T F W

D

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/

VI D

EO

MK T G & S A L E S S U

MM

I T

FA

S T F W

D

3) Metadata Matters

VI D

EO

MK T G & S A L E S S U

MM

I T

FA

S T F W

D

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

VI D

EO

MK T G & S A L E S S U

MM

I T

FA

S T F W

D

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

VI D

EO

MK T G & S A L E S S U

MM

I T

FA

S T F W

D

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

VI D

EO

MK T G & S A L E S S U

MM

I T

FA

S T F W

D

4) Optimize Channel/Pages

VI D

EO

MK T G & S A L E S S U

MM

I T

FA

S T F WDYouTube Channel Best Practices1. Channelicon/avatar– mostvisibleacross2. Links– takeadvantage3. Aboutpage– showsinsearch4. Subscribertrailer= yourintro5. Curatemeaningfulplaylists6. Relatedchannels

VI D

EO

MK T G & S A L E S S U

MM

I T

FA

S T F WDFacebook Page: The Video Tab1. Considerprominentlyfeaturing”Videos”Tab2. ConsiderCTAto“WatchVideo”(KeeponFBifpossible)3. CreateFeaturedVideo4. CreateOrganizedPlaylists

VI D

EO

MK T G & S A L E S S U

MM

I T

FA

S T F WD

Multiple Facebook Pages?ManyB2Butilizemultiplepages• Verticals,horizontal,geography,etc..

Considerenablingvideocrossposting

VI D

EO

MK T G & S A L E S S U

MM

I T

FA

S T F W

D

5) CTAs & Linking Tactics

VI D

EO

MK T G & S A L E S S U

MM

I T

FA

S T F W

D

YouTube Linking & CTA Options• 1st – Enableassociatedwebsitefeature• Descriptions

• UsefulltextURL– http://• ConsiderURLshortening&customizing

• Annotationsdead=useinfocards(avoid1st 10sec)• Endscreens• Pinnedcomments• In-Video(text/oral)

Remember:keepinmindsessionwatch-time

VI D

EO

MK T G & S A L E S S U

MM

I T

FA

S T F WD

Social Video Linking & CTAsFacebook• Linkindescription/message

• 67.24%containedoutsidelinks• Linksincomments• In-Video(text/oral)• Paidadvertising

Instagram• Notclickable(exceptbio)• “Seelinkinbio”

VI D

EO

MK T G & S A L E S S U

MM

I T

FA

S T F W

D

6) Leverage Paid Distribution

VI D

EO

MK T G & S A L E S S U

MM

I T

FA

S T F W

D

Google AdWords for YouTubeWaystoLeverageYTAds:• Awareness&CTA• Driveviews&subscriptions• Retargeting:• Websitevisitors• Videoviewers

• Channelvisitors• Videoviewers• Commenters,likes,etc.

• Experimentsequentialretargeting

VI D

EO

MK T G & S A L E S S U

MM

I T

FA

S T F WD

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

VI D

EO

MK T G & S A L E S S U

MM

I T

FA

S T F W

D

7) Jump in Live & Stay Tuned

VI D

EO

MK T G & S A L E S S U

MM

I T

FA

S T F WD

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

VI D

EO

MK T G & S A L E S S U

MM

I T

FA

S T F W

D

B2B Live Streaming Content IdeasTypesofContent:• AMA/Q&A• Product/ServiceAnnouncements• APeekBehindtheScenes• Events/Conferences• ScheduledDemos&How-tos• Live-streamYourCustomerService• Consider360Livevideo

VI D

EO

MK T G & S A L E S S U

MM

I T

FA

S T F WD

Live Video Tips & Considerations• Promoteinadvancesopeopleknowtotunein• EngagingIntroduction– perhapsconductpoll• Keepthe(late)audienceuptodateandengaged• Interactviaspeakingtothemand/orcomments• FBrecommends>20minutes(<4hours)• Askliveviewerstosubscribe• Ensureadequatebandwidth&goodaudioquality

• Usecopyright-freemusic,orbuyalicense

• Checkreactionstopreviouslive-streams

VI D

EO

MK T G & S A L E S S U

MM

I T

FA

S T F W

D

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

VI D

EO

MK T G & S A L E S S U

MM

I T

FA

S T F W

DContactMe§ Twitter:@MarkRRobertson§ Website:LMon.co

Thank You!