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Video content - creating, using & utalising video on your website (a case study)
- 1. Practice.co.nz A YouTube content strategy
- 2. Of driving practice on the road do you think learners need to pass the restricted test? How many
- 3. Learners need practice in a range of conditions and situations
- 4. We’ve created Practice, an online programme to help learner drivers 1. Become a safe and competent driver, and 2. Pass the restricted test on the first try.
- 5. Practice.co.nz site use (June 2014 – June 2015) 189,700 NZ users 4:25 average visit duration 35% returning visitors vs 50,634 New 1L issued to 16-24 year- olds
- 6. 2012. The problem: The 12 previous videos weren’t meeting the mark. 2.) 60% of the Practice audience was female – not appealing to young males who had the most serious crashes. 1.) The restricted test became harder.
- 7. We needed new videos… that appealed to all young driver demographics. What followed was 2.5 years of collaborative effort between many people, including: Script writer Story Inc. Production company Propellor Driving instructor Triple A NZTA technical experts (so many) ACC/ NZTA Young Driver Team
- 8. And finally, 41 videos were born. 5 about the Restricted & Full Tests 41 Videos across 37 topics/skills
- 9. The strategy behind our launch minimised risk. (We’re two Government agencies. It’s par for the course.) We released videos in sets of 12, and made a page just for logged- in users to view them. We got ZERO negative feedback in a year! (and some nice.)
- 10. So we branded the channel and opened it up to viewers. And suddenly the Practice YouTube channel was an important stand- alone way to reach people.
- 11. ·Grouping videos by difficulty using playlists is one way we can suggest what the user looks at next.
- 12. ·Having a good “About” page is important to build credibility.
- 13. Search engine optimisation strategies and tagging are a huge reason for our organic growth. Ensuring that all videos contain subtitles improves SEO as well as usability for users with accessibility needs.
- 14. The results: We’re reaching our target audience.
- 15. A comment is made on YouTube. An email is generated to PracticeAdmin@ nzta.govt.nz. The comment is reviewed and a decision is made: 1. Wait then refer to expert 2. Report/delete 3. No action. If a response is required, the comment action is recorded via Google Docs spreadsheet against the comment. Monthly review of all comments and opportunities identified as well as effort/resource required to monitor this . If a response is required, the response time aims to wait 24 hours and see if another user responds. Alert Review Record Monitor(Interact) Managing comments
- 16. So how did we get so many views in a relatively short time? 1. Video content was good - so people watched to the end and shared 2. Good tagging and SEO so that organic search grew 3. Staged content releases to Practice users to minimise risk.
- 17. Questions?
Editor's Notes
- Another way of looking at this: the average learner takes 1.5 years to get their restricted.
- So we have the Practice programme for 16-24 year olds.
- In 2012, two things happened. We had a problem. 1.) the restricted test got harder. The old videos were not well used and the restricted test had changed, and become harder. (12,000 views for 12 videos over a year. ) 2.) We realised that the Practice audience was mostly female – and they weren’t having the major crashes. The Practice programme appeals to young females but not young males. We needed to engage young males who are disproportionately represented in crashes. The test had changed so we needed content with a focus on competency. But it especially needed to engage males. User testing showed that we could engage young males with video.
- What followed was: 2.5 years of: Script workshops Collaborative effort between scriptwriter, driving instructor, NZTA and ACC teams, NZTA driving experts and production company Propeller 41 videos
- Particular focus on the restricted and full in later months because of the test being harder – we wanted to help people do better.
- Content strategy behind video launch – in stages on video page – to encourage signups and minimize risk. At first these were just available to people who were logged in, but as we got positive feedback and no negative feedback, we started opening them up.
- Video channel page (screenshot) – we manage this. From playlists sorted by each section, to ensuring that each page links back, we use this to manage the Practice channel.
- Video channel page (screenshot) – we manage this. From playlists sorted by each section, to ensuring that each page links back, we use this to manage the Practice channel.
- Video channel page (screenshot) – we manage this. From playlists sorted by each section, to ensuring that each page links back, we use this to manage the Practice channel.
- Search engine strategy and tagging – show one video on page and talk about how we did this and the results E.g. Meta tags Categories Consistent titles SEO on titles, descriptions etc. Captions
- Results – show12 months’ 1m+ views (screenshot) – disclaimer – we did do a bit of advertising over summer but the numbers are around 3,000 per month via Practice site so not large compared to the 80% on YouTube Watch page. Over a million views inc;luding international.
- Managing comments – small talk about guidelines