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VIROOL.COM1 |
Alexander Debelov
@adebelov1 or alex@virool.com
Video Virology 101:
How to Produce, Test & Distribute
Content that Connects
VIROOL.COM2 |
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.COM3 |
VIROOL.COM4 |
VIROOL.COM5 |
7MONTHSEARLIER
VIROOL.COM6 |
VIROOL.COM7 |
ONEBIGDIFFERENCE
VIDEO
VIROOL.COM8 |
VIDEOISTHEMOSTENGAGING
ADFORMATONLINE
VIROOL.COM9 |
BUT
VIDEO
IS
HARD
VIROOL.COM10 |
FOREVERY1VIRALVIDEO
THEREIS1,000,000+THATARENOT
VIROOL.COM11 |
•  Making Video for Startups
•  Testing It
•  Optimization
•  Distribution
•  Measuring Results
Agenda
VIROOL.COM12 |
MakingVideoForStartups
EXPLAINERVIDEO ADVERTAINMENT
KICKSTARTERTYPE
VIROOL.COM13 |
ExplainerVideoOnABudget
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
VIROOL.COM14 |
ExplainerVideoSuccess
Grewfrom5Kusersto75KOvernight
VIROOL.COM15 |
Hire Professionals
CreatingAdvertainmentVideo
Do It Yourself
VIROOL.COM16 |
<3ProductionCompanies
VIROOL.COM17 |
AdvertainmentVideoSuccess
VIROOL.COM18 |
KickstarterType
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
VIROOL.COM19 |
ONCEYOU’VECREATEDAVIDEO
YOUNEEDTO
TESTITSENGAGEMENT
VIROOL.COM20 |
TestingVideoEngagement
VIROOL.COM21 |
PayAttentiontoEngagement
VIROOL.COM22 |
TestingisImportant,JustAskOraBrush
Over100+DifferentClipsTested
VIROOL.COM23 |
TestingisImportant,JustAskOraBrush
Over2,000,000+ProductsSold
VIROOL.COM24 |
EVENTHESMALLEST
ADJUSTMENTSMAKE
THEBIGGESTDIFFERENCE
VIROOL.COM25 |
ThingsToOptimizeForIntheVideo
1.  Thumbnail
2.  Title
3.  Description + Keywords
VIROOL.COM26 |
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
VIROOL.COM27 |
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
VIROOL.COM28 |
VideoDistribution
Social GamesMobile Apps Native Pre-Rolls
VIROOL.COM29 |
AdwordsforVideo
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	
  
VIROOL.COM30 |
FocusonTrueView
Ithelpsgeneratevolume.Youdon’tgetchargedforskips
VIROOL.COM31 |
MakeSureYouTargetCorrectly
VIROOL.COM32 |
MakeSureYouTargetCorrectly
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	
  
VIROOL.COM33 |
MeasureResults
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!	
  

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