Video Best Practices: Beyond the Basics

A minute of video is worth 1.8 million words49% of people whopurchased technologycited online video as Brands using online video“influential collateral” to have seen lifts of 20-40%prepare to make a in incremental buying overpurchasing decision other ad forms

• Video consumption is up 43% from just a year ago • Videos are being watched on multiple devices • Video will account for 91% of Internet traffic within three years Source: eMarketer; Google & Compete B2B© 2010 Cisco and/or its affiliates. All rights reserved. Customer Study, June 2011 & 2012; Cisco VNI Cisco Confidential 4

Cisco creates ~1,000 new videos a year! Average video view time is 2.7 minutes with a ~30% completion rate Cisco has 30K YouTube subscribers; that’s 50% more than it’s closest competitor Top 5 traffic referrer for recent brand campaign© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5

View 44% more pages while on Cisco.com Are twice as likely to engage with high-value conversion activities on Cisco.com Are 41% more likely to return to Cisco.com Are 5 times more likely to click-through on a blog post with video Video viewers© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7

• Good storytelling is more important than ever• 90-seconds is the sweet spot but not always• Popular Video Content Types at Cisco: Commercials Industry stats, growth, trends, future Product Demos Interviews (customers, industry expert, internal SME) Events – Man on the Street© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 10

• Think Outside of YouTube – 10x more video views are shared on Facebook vs. Twitter• Optimize for mobile - There will be over 73 million mobile video viewers in 2013• Be consistent– use the keyword at the beginning of the title, description, and tag When tagging on YouTube, the first keyword you use is weighted most heavily• Keep the important part of the title to 50 characters – that’s what shows up in search• Consider a paid promotion for key videos© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12

• Results from YouTube’s TrueView InStream: • Impressions – 626,147 • Completed at least :30s– 126,090 • Clicks to website – 12,177 • Total investment of $15,048 • Average cost per completed view - $0.12© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 13

• Embed other video content as thumbnails into existing videos• Use Notes and Speech Bubbles annotation as calls to action – link to your website, related blog posts, more videos, sharing, etc.• Increase engagement - Make a game from your videos using annotations• Allow viewers to personalize their experience (branching story-lines)• Video eBook – create chapters, connect series, choose your ending• Add your own recommended video page at the end of your videos© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15

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Video Best Practices: Beyond the Basics

by LaSandra Brill on Feb 06, 2013

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