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Enterprise tactics and strategies for video marketing - Greg Jarboe

Greg Jarboe's "Enterprise tactics and strategies for video marketing" presentation at the Content Marketing Conference in Boston on April 18, 2019

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Enterprise tactics and strategies for video marketing - Greg Jarboe

  1. 1. Enterprise Tactics and Strategies for Video Marketing Greg Jarboe President and co-founder SEO-PR April 18, 2019
  2. 2. 2 billion users visit YouTube each month, but they have 5.9 million videos to choose from • Nearly 2 billion logged-in users visit YouTube each month, but 953,000 accounts uploaded 5.9 million videos in the last 30 days. • Creating great content is essential to being successful on YouTube, but it’s only half the battle. • You also need video SEO to help your target audience discover the great, relevant content that you’ve uploaded to the world’s second- largest search engine. Source: Tubular Labs, April 11, 2019
  3. 3. Despite backlash, “We Believe: The Best Men Can Be | Gillette (Short Film)” a success • Uploaded on Jan. 14, 2019, this brand video has 30.1 million views and 263,000 engagements. • Ace Metrix found this creative had the strongest positive purchase intent among recent “social stand” ads, including Nike’s “Dream Crazy” featuring Colin Kaepernick. • Despite the backlash, 65% of viewers indicated the Gillette ad made them more/much more likely to purchase from the brand. Source:
  4. 4. YouTube’s algorithm uses relevance, upload date, channel authority, and watch time Little video watch time data Substantial video watch time data Source: Justin Briggs, CEO of Briggsby, “How to get your videos found in search,” VidCon London, Feb. 15, 2019
  5. 5. After creating great content, it’s time to find the right keywords to optimize your video • Google Trends uses real-time data to help marketers gauge consumer search behaviors over time, including on YouTube. • Keyword Tool for YouTube uses YouTube’s autocomplete feature to generate highly relevant long-tail keywords about a particular topic. • vidIQ Vision for Google Chrome helps you understand why videos are promoted in search, related videos, and recommended videos. Source:
  6. 6. Most titles on videos that are ranking in top 20 positions are 47 to 48 characters long • Make your title compelling — this is your video’s headline. If it showed up in a search, would you click on it? • Offer keywords first, branding at the end. • For serial content, add the episode number to the end of the title. • Update video titles so they continue to grab views. • Top ranked videos have shorter titles. • Most titles on videos ranking in the top 20 positions average around 47 to 48 characters, with the highest ranking YouTube videos having the shortest titles. Source:
  7. 7. EVOLVE A robust description is advantageous, but sweet spot seems to be 300 to 350 words • Only the first few sentences of your description will appear in search results or above the fold on a watch page - so make them count! • A lengthy and more robust description is advantageous, but only to a point. The sweet spot seems to be between 300 and 350 words long. • A video description should: • Accurately describe your video in one or two concise sentences. • Describe your channel and link to your channel page. • Drive viewers to subscribe (and include a subscribe link). • Link to other episodes or related videos and playlists. • A video description may: • Include your channel’s release schedule. • Include links to time-codes in the video for long-form content.
  8. 8. EVOLVE List tags in order of relevance to the video and use 31- 40 two- to four-word phrases • Tags are descriptive keywords that will help people find your videos. • Create a set of standard tags for your channel that can be applied to any video you publish (e.g. “Funny Videos” or “Pet Videos”). • Include a mix of both general and specific tags. • Use enough tags to thoroughly and accurately describe the video. • Update catalogue videos’ tags when new search trends emerge. • Properly format tags to ensure proper indexing of your video. • Include keywords from your title in your video’s tags. • List them in order of relevance to the video and try to use between 200 and 270 characters. • YouTube seems to prefer 2- to 4-word phrases over many single word phrases. • Tag performance is highest between 31 and 40 distinct tags, which suggests it’s better to use multiple moderate-length keywords than it is to use very short or very long keyword phrases.
  9. 9. Create descriptive and accurate titles as well as thumbnails to maximize watch time • Your video thumbnail and title are the first thing viewers see when your video is suggested to them. • Use compelling titles for your videos that accurately represent the content. • Create thumbnails that accurately represent your content. • To reach a global audience, consider translating your titles, descriptions, and captions by having your community add subtitles. • Avoid using misleading or sensational titles and thumbnails. Source:
  10. 10. EVOLVE Subscribers and total channel views impact channel authority, which helps rankings Source:
  11. 11. EVOLVE New videos get a short-term ranking boost during the first 3 to 6 weeks of their lifespan Source:
  12. 12. EVOLVE Viewers dislike videos under 2 minutes long, but tend to like videos 10 to 16 minutes long Source:
  13. 13. Keep viewers watching with techniques that maximize viewer engagement, satisfaction • Be an effective editor: Create a compelling opening to your video and use storytelling techniques to maintain and build interest. • Build your subscriber base: Subscribers are your most loyal fans and will be notified of new videos and playlists to watch. • Use end screens: You can add up to 4 elements to promote your content, channel, and site, during the last 5-20 seconds of a video.
  14. 14. Organize and program the content that you create, collaborate to make, and/or curate • Build long watch-time sessions for your content by organizing and featuring playlists on your channel. • “A brand can choose between three possibilities: the brand’s own creation, creation in collaboration with others, or the curation of existing content.” • Create a regular release schedule for your videos when uploading to encourage viewers to watch sets of videos over single videos. • You can even schedule a private video to publish publicly at a specific time. Source:
  15. 15. Use reports to see what’s working and stop trying to exceed expectations, suck less first • Use YouTube Analytics to see which videos are successful at keeping viewers watching: • Watch time report: Find out which of your videos has the greatest watch times and view- through rates. • Audience retention report: See which of your videos has low watch times and view- through rates. • Audience interaction reports: See which of your videos drive community actions like comments, favorites, and likes.