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7 Rules for Optimizing B2B
Video on YouTube & SocialVIDEO
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Mark Robertson
§ 17	years	in	Internet	marketing	– Focus	on	SEO
§ 10	years...
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Agenda – 7 Rules
1 Get	to	Know	the	Platforms
2 Uploading	Considerations
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1) Get to Know the Platforms
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Social Video Is Where It’s At, Dude
Source:	Trusted	Media	Brands	“The	Fut...
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Differences
YouTube:
• Mature	&	diverse
• Video	1st destination
• Search	...
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Consider Discovery: Pull vs Push
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AutoPlay + Feed = First 3-10 Sec Counts
Source: Facebook Marketing Scienc...
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Facebook Views Vs. YouTube Longtail
Facebook	Views:	68%	of	Views	in	first...
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Source: Mark Robertson & Data via Tubular Labs | Top 10K Most Engagements...
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Successful Social Video Content Differs
Content	Types
• YouTube	– Diverse...
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What’s
Common
• Mobile	consumption	↑
• ↓	Attention	spans
• Watch-time	rew...
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Mobile Now Totally Dominates
Source: Comscore’s 2017 U.S. Cross-Platform ...
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Algorithms Reward ⇡ Watch-Time
12/2012	- YouTube	changes	algo to	reward	“...
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Across Platforms = Start With A Bang
Drive	Immediate	Interest:
• Use	Comp...
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2) Uploading & Format
Considerations
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Uploading YouTube
Why	Upload	Directly	vs.	APIs?	
• OK	if	set	to	scheduled...
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FB: Upload Video Directly (Natively)
Upload	natively	vs.	sharing
- Availa...
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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 Mos...
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Facebook: Mobile App + AutoPlay =
Visual	1st,	Audio	2nd
• Videos	with	cap...
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3) Metadata Matters
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Titles Description Social	Msg. Tags CC Others
YouTube (Required)
100	char...
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Optimizing YouTube Metadata
Remember	Pull	(Search)	+	Google
• Titles	#1	-...
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Optimizing Social Video Metadata
Remember	Primarily	Push	(Newsfeed)
• Foc...
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4) Optimize Channel/Pages
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YouTube Channel Best Practices
1. Channel	icon/avatar	– most	visible	acro...
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Facebook Page: The Video Tab
1. Consider	prominently	featuring	”Videos”	T...
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Multiple Facebook Pages?
Many	B2B	utilize	multiple	pages
• Verticals,	hor...
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5) CTAs & Linking Tactics
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YouTube Linking & CTA Options
• 1st – Enable	associated	website	feature
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Social Video Linking & CTAs
Facebook
• Link	in	description/message
• 67.2...
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6) Leverage Paid Distribution
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Google AdWords for YouTube
Ways	to	Leverage	YT	Ads:
• Awareness	&	CTA
• D...
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Facebook Video Advertising Tips
• Create	educational	&	inspirational	vide...
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7) Jump in Live & Stay Tuned
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The Rise of Live Streaming
YouTube
• 2011	– Beta	Live-streaming	capabilit...
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B2B Live Streaming Content Ideas
Types	of	Content:
• AMA/Q&A	
• Product/S...
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Live Video Tips & Considerations
• Promote	in	advance	so	people	know	to	t...
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Stay-Tuned: Platforms Evolving FFWD
In	just	the	past	few	weeks/months	:
-...
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Contact	Me
§ Twitter:	@MarkRRobertson
§ Website:	LMon.co
Thank You!
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B2B Video: How to Optimize B2B Video for YouTube & Facebook

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Mark Robertson presents how to optimize B2B video presence on YouTube and in Social. Learn B2B social video marketing best practices for optimizing business-to-business focused video across YouTube and Facebook. Presented @ VidYard's Fast Forward conference on 4/11/2017

Published in: Marketing

B2B Video: How to Optimize B2B Video for YouTube & Facebook

  1. 1. 7 Rules for Optimizing B2B Video on YouTube & SocialVIDEO M K T G & S A L E S S U M MIT FA S T F W D
  2. 2. VIDEO M K T G & S A L E S S U M MIT FA S T F W D Mark Robertson § 17 years in Internet marketing – Focus on SEO § 10 years in online/digital video leadership § Founder @ ReelSEO (TubularInsights.com) § Co-Founder @ Little Monster Media § Twitter: @MarkRRobertson § Site: http://LMon.co
  3. 3. VIDEO M K T G & S A L E S S U M MIT FA S T F W D Agenda – 7 Rules 1 Get to Know the Platforms 2 Uploading Considerations 3 Metadata Matters 4 Optimize Your Presence - Channels/Pages 5 CTAs & Linking 6 Leverage Paid Video Advertising 7 Jump in Live & Stay-Tuned
  4. 4. VIDEO M K T G & S A L E S S U M MIT FA S T F W D 1) Get to Know the Platforms
  5. 5. VIDEO M K T G & S A L E S S U M MIT FA S T F W D Social Video Is Where It’s At, Dude Source: Trusted Media Brands “The Future of Digital Video” | July 2016 Marketers give social platforms a 10% Lead. Facebook, the video leader
  6. 6. VIDEO M K T G & S A L E S S U M MIT FA S T F W D Differences YouTube: • Mature & diverse • Video 1st destination • Search is big • Short & long-form • Google exposure Facebook: • Social 1st = sharing ease • Videos auto-play • Primarily short-form • Emotional content
  7. 7. VIDEO M K T G & S A L E S S U M MIT FA S T F W D Consider Discovery: Pull vs Push
  8. 8. VIDEO M K T G & S A L E S S U M MIT 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% who watch first 3 sec. of a video will watch for >10 sec.
  9. 9. VIDEO M K T G & S A L E S S U M MIT FA S T F W D Facebook Views Vs. YouTube Longtail Facebook Views: 68% of Views in first 7 Days, 87% of Views in first 30 Days Data via Tubular Labs | Videos Uploaded to Facebook on Sept. 30th, 2016
  10. 10. VIDEO M K T G & S A L E S S U M MIT 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
  11. 11. VIDEO M K T G & S A L E S S U M MIT FA S T F W D Successful Social Video Content Differs Content Types • YouTube – Diverse – many types of content • Social – Narrow – content evokes emotion (inspirational, etc..) Duration: - YT = short-form & long-form - Avg. 10X longer than Facebook - FB = primarily short-form - Avg. range 30 sec-2min
  12. 12. VIDEO M K T G & S A L E S S U M MIT FA S T F W D What’s Common • Mobile consumption ↑ • ↓ Attention spans • Watch-time rewarded • Involvement is critical • Know your audience • Get to the point
  13. 13. VIDEO M K T G & S A L E S S U M MIT FA S T F W D Mobile Now Totally Dominates Source: Comscore’s 2017 U.S. Cross-Platform Future in Focus
  14. 14. VIDEO M K T G & S A L E S S U M MIT FA S T F W D Algorithms Reward ⇡ Watch-Time 12/2012 - YouTube changes algo to reward “Watch Time” 6/2014 - Facebook confirms time-watched as algo factor What does this mean? - YouTube = overall session time – consists of multiple facets - Desire to keep users on their platforms - Downside if your goal is to primarily drive traffic off-platform Tips: - Be concise and engaging - YouTube = Drive users to videos in playlist player - Minimize off-site linking
  15. 15. VIDEO M K T G & S A L E S S U M MIT FA S T F W D Across Platforms = Start With A Bang Drive Immediate Interest: • Use Compelling Opening Shots • Close-ups of Faces • Use Strong Visual Cues • Clear CTA to “Watch” In Post Copy • Use Big Font Text Overlays • Use Text Cards to Advance Narrative • Tease First • Branding and/or bumpers secondary
  16. 16. VIDEO M K T G & S A L E S S U M MIT FA S T F W D 2) Uploading & Format Considerations
  17. 17. VIDEO M K T G & S A L E S S U M MIT FA S T F W D Uploading YouTube Why Upload Directly vs. APIs? • OK if set to scheduled, private, unlisted • Change metadata - Unique copy • Take advantage of other features • End-cards/custom thumbs/etc. Most Importantly: • YouTube success = direct participation Tips: • 16x9 (widescreen) primary aspect ratio • Most files accepted – use highest quality • Supports up-to 8K, 360, and more.
  18. 18. VIDEO M K T G & S A L E S S U M MIT FA S T F W D FB: Upload Video Directly (Natively) Upload natively vs. sharing - Available years ago - Took off in 2014 - 84.5% videos on FB in 2016 (v. YouTube, Vimeo, others Source: Quintly’s Facebook Video Study 3/10/2017 | Data = Full-Year 2016
  19. 19. VIDEO M K T G & S A L E S S U M MIT FA S T F W D Facebook: Design for Mobile Feed 16:9 3:4 1:1 Vertical
  20. 20. VIDEO M K T G & S A L E S S U M MIT 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
  21. 21. VIDEO M K T G & S A L E S S U M MIT FA S T F W D Facebook: Mobile App + AutoPlay = Visual 1st, Audio 2nd • Videos with captions average 12% more watch-time 1 • As much as 85% of views happen with sound off, according to multiple publishers. 2 Embrace Silence: • Text Overlays • Quality audio still important • Place important sound bites after 3 sec. • Most users will not rewind Sources: 1) Facebook 2) http://digiday.com/platforms/silent-world-facebook-video/
  22. 22. VIDEO M K T G & S A L E S S U M MIT FA S T F W D 3) Metadata Matters
  23. 23. VIDEO M K T G & S A L E S S U M MIT FA S T F W D Titles Description Social Msg. Tags CC Others YouTube (Required) 100 char max (Optional) 5K char max Usually Title + Thumb Customizable 500 char max Yes & Transcripts Category Location Recording-Date Video credits Licensing Thumbnails Facebook (Optional) 65 char max (Optional) 63,206 char max 480 shown… (Optional) 8 tags max Yes .SRT req. Thumbnails Location #Hashtags @Friends @Pages Instagram NA NA Caption (optional) editable 2200 char max NA NA Thumbnail Location #Hashtags @Tag/Mention Twitter No No Caption (optional) editable - short time 140 char max NA NA Location #Hashtags @Mentions
  24. 24. VIDEO M K T G & S A L E S S U M MIT FA S T F W D Optimizing YouTube Metadata Remember Pull (Search) + Google • Titles #1 - relevant & compelling • Put branding last • Put keywords 1st & in order: • Titles, descriptions, and tags • Tags important (search & related) • Include keyword phrases • Focus on 1-2 main keywords • Leverage CC/Subtitles • Test & leverage translations • CC/Subtitles • Metadata • Always – Optimize Thumbnails
  25. 25. VIDEO M K T G & S A L E S S U M MIT FA S T F W D Optimizing Social Video Metadata Remember Primarily Push (Newsfeed) • Focus on message/caption for feeds • Short & sweet • Elicit Emotion • Try headline analyzers • Include Strong CTA to Watch • Optional fields = Required • Titles & Tags important for search & related • Tag people & companies • Try # (especially tw/in) • Always – Optimize Thumbnails • Do NOT directly solicit reactions
  26. 26. VIDEO M K T G & S A L E S S U M MIT FA S T F W D 4) Optimize Channel/Pages
  27. 27. VIDEO M K T G & S A L E S S U M MIT FA S T F W D YouTube Channel Best Practices 1. Channel icon/avatar – most visible across 2. Links – take advantage 3. About page – shows in search 4. Subscriber trailer = your intro 5. Curate meaningful playlists 6. Related channels
  28. 28. VIDEO M K T G & S A L E S S U M MIT FA S T F W D Facebook Page: The Video Tab 1. Consider prominently featuring ”Videos” Tab 2. Consider CTA to “Watch Video” (Keep on FB if possible) 3. Create Featured Video 4. Create Organized Playlists
  29. 29. VIDEO M K T G & S A L E S S U M MIT FA S T F W D Multiple Facebook Pages? Many B2B utilize multiple pages • Verticals, horizontal, geography, etc.. Consider enabling video crossposting
  30. 30. VIDEO M K T G & S A L E S S U M MIT FA S T F W D 5) CTAs & Linking Tactics
  31. 31. VIDEO M K T G & S A L E S S U M MIT FA S T F W D YouTube Linking & CTA Options • 1st – Enable associated website feature • Descriptions • Use full text URL – http:// • Consider URL shortening & customizing • Annotations dead = use info cards (avoid 1st 10 sec) • End screens • Pinned comments • In-Video (text/oral) Remember: keep in mind session watch-time
  32. 32. VIDEO M K T G & S A L E S S U M MIT FA S T F W D Social Video Linking & CTAs Facebook • Link in description/message • 67.24% contained outside links • Links in comments • In-Video (text/oral) • Paid advertising Instagram • Not clickable (except bio) • “See link in bio”
  33. 33. VIDEO M K T G & S A L E S S U M MIT FA S T F W D 6) Leverage Paid Distribution
  34. 34. VIDEO M K T G & S A L E S S U M MIT FA S T F W D Google AdWords for YouTube Ways to Leverage YT Ads: • Awareness & CTA • Drive views & subscriptions • Retargeting: • Website visitors • Video viewers • Channel visitors • Video viewers • Commenters, likes, etc. • Experiment sequential retargeting
  35. 35. VIDEO M K T G & S A L E S S U M MIT FA S T F W D Facebook Video Advertising Tips • Create educational & inspirational videos • Consider testing silent versions • Integrate call-to-action • Use optimized CPM (oCPM) for video ads • Use Custom Audiences • Consider contact targeting – Emails lists • Retarget w/FB Pixel (websites) or SDK (apps) • “Look-alike audiences” • Start Video Ad Boosting when engagement ratio >2-4% = Cheaper • Look into FB Dark Posting for A/B and Multivariate Testing • Remember to test & measure
  36. 36. VIDEO M K T G & S A L E S S U M MIT FA S T F W D 7) Jump in Live & Stay Tuned
  37. 37. VIDEO M K T G & S A L E S S U M MIT FA S T F W D The Rise of Live Streaming YouTube • 2011 – Beta Live-streaming capability • 2/2017 - Available to channels >10K subs Facebook Live • 4/2016 - Available to all via mobile • 3/2017 - Available to all via desktop Instagram • 11/2016 - Available to all via app • 3/2017 - Ability to save live videos Twitter • 12/2016 - Available via mobile - by Periscope • 3/2017 - Live video API available
  38. 38. VIDEO M K T G & S A L E S S U M MIT FA S T F W D B2B Live Streaming Content Ideas Types of Content: • AMA/Q&A • Product/Service Announcements • A Peek Behind the Scenes • Events/Conferences • Scheduled Demos & How-tos • Live-stream Your Customer Service • Consider 360 Live video
  39. 39. VIDEO M K T G & S A L E S S U M MIT FA S T F W D Live Video Tips & Considerations • Promote in advance so people know to tune in • Engaging Introduction – perhaps conduct poll • Keep the (late) audience up to date and engaged • Interact via speaking to them and/or comments • FB recommends >20 minutes (<4 hours) • Ask live viewers to subscribe • Ensure adequate bandwidth & good audio quality • Use copyright-free music, or buy a license • Check reactions to previous live-streams
  40. 40. VIDEO M K T G & S A L E S S U M MIT FA S T F W D Stay-Tuned: Platforms Evolving FFWD In just the past few weeks/months : - 9/2016 – YouTube confirms AI in algorithm - 11/2016 - Instagram introduced live-streaming - 12/2016 - Live 360 launches on Twitter via app - 3/16/2017 - YouTube VR enhancements - 3/24/2017 - YouTube sound-effect detection - 3/28/2017 - Facebook launched stories
  41. 41. VIDEO M K T G & S A L E S S U M MIT FA S T F W D Contact Me § Twitter: @MarkRRobertson § Website: LMon.co Thank You!

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