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PixTV 29- Mythbusting: Engineering a Viral Video


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No matter how you do the math, there's no ROI on a video that doesn't get any views. So you just have to make your video go 'viral', right? But counting on a video to go viral effortlessly is not so different from planning your income from the returns of lottery scratch tickets. Virality on YouTube is often misunderstood and myths abound. When a video is engineered properly, it will drive views, amplify content sharing, and turn on widespread community interaction. In this nuts-and-bolts session we'll offer a look behind the scenes of recent video hits, plus a discussion covering the manageable (and unmanageable) variables of the viral video equation. Critical issues discussed include content planning, digital strategy, metadata, seeding, humor, production, community, social, analytics and YouTube.

Pixability is regarded as one of the top YouTube marketing companies in the world. Please join us as we share our experience of over 10,000 YouTube channels and millions of business videos. Nobody knows online video better than Pixability.

Published in: Business

PixTV 29- Mythbusting: Engineering a Viral Video

  1. 1. 1PixTV29 WebinarApril 18, 2013
  2. 2. 5Questions? Twitter: @pixability #pixtv29 Speakers: @bettinahein & @robciampa
  3. 3. 6PixabilityWe solve YouTube for marketers and agenciesAdvertisingSolutionsDrive targeted traffic quicklyContent MarketingSolutionsBuild a long-term audienceOn
  4. 4. 7What is a viral video?Wikipedia:"A viral video is a video that becomes popular throughthe process of Internet sharing, typically through videosharing websites, social media and email.”Why should marketers care?FREE Awareness?FREE Views?
  5. 5. 8The Whole Hog of A Viral VideoUnderbellyHeartBrain RibsTail
  6. 6. 9AgendaThe whole hog of a viral video• Heart: creating good content• Ribs: social outreach and sharing• Underbelly: robots and incentivized views• Brain: engineering it with data• Right Feed: paid YouTube ads• Tail: luck
  7. 7. 10Brilliant commercial that went viral?84% of views from paid views
  8. 8. 11Brilliant commercial that went viral?59% of views from advertising
  9. 9. 12The Heart: Good ContentUnderbellyHeartBrain RibsTail
  10. 10. 13Sometimes things just come together3,243,299 timesshared onFacebook
  11. 11. 14Good content is often a steady view earner• Know your targets intimately• Example: Build Direct from Canada
  12. 12. 15Steady view earners deliver better ROI• Know your targets intimately• Example: Build Direct from Canada
  13. 13. 16Questions? Twitter: @pixability #pixtv29 Speakers: @bettinahein & @robciampa
  14. 14. 17The Ribs: Social Outreach and SharingUnderbellyHeartBrain RibsTail
  15. 15. 18Real virality is often smaller541,296 timesshared onFacebook
  16. 16. 19The ribs: social outreach and sharingConnecting to your real target audience Make relevant content Lobby tastemakers and find passionate enthusiasts Build subscribership Encourage participation Use cross-pollination of email, FB, Twitter, Pinterest, G+RelevancePassionateEnthusiastsSubscribers ParticipationCross-pollination
  17. 17. 20Seeding promises“Get your video seen by the right people.”“We generate millions of monthly opt-in views onsocial networks, mobile devices and YouTube.”“We use proprietary technology to turn targetaudiences into engaged viewers and engagedviewers into customers.”
  18. 18. 21Caveat emptor: Seeding can be seedyA supposedly “organic”blog post generated by aseeding campaign.“…XYZ — the viralvideo house behindthis clip. XYZ knows.Shop at XYZ.”
  19. 19. 22What are you getting when you seed?Click-through rates fora seeded campaign:Views: 284,894Click-throughs: 17CTR: 0.006%Compare to averageYouTube adCTR: 3.5%
  20. 20. 23The Underbelly: Bots and „Incentivized‟UnderbellyHeartBrainRibsTail
  21. 21. 24Buying robot views: 1M views for $800
  22. 22. 25Why this is a bad idea: Google will catch you
  23. 23. 26Slightly better cuts: incentivized views
  24. 24. 27The Brain: How to Engineer ItUnderbellyHeartBrain RibsTail
  25. 25. 28How many people are watching? What?
  26. 26. 29What is your target audience watching?
  27. 27. 30Understand the audience and competitionLook at metrics on:• Audience size• Most popular contenttypes and sub topics• Social mediareactions• Viewer sentiment• Traffic Sources
  28. 28. 31Metadata: what matters and why• Titles• Tags• Descriptions• Target links• Annotations
  29. 29. 32Track YouTube search and social rankings
  30. 30. 33The Right Feed: Paid AdsUnderbellyHeartBrain RibsTailFeed
  31. 31. 34Paid, owned and earned media work togetherPromotedVideo AdSocial SharingBuild a communityaround your videocontentYouTube AdsMuch more cost-effective than TV andonline display adsYouTube ChannelA video channelthat you own andcontrol fullyWebsiteDriving conversionsthrough highly qualifiedwebsite traffic
  32. 32. 35YouTube ad placements: Choose carefullyBest practices:1. Use varying formats (search,in-display, pre-roll)2. No need to stick to 30-second spots3. Use time of day according totarget4. Geographic focus ifnecessary5. Don’t always optimize fordirect website clicks
  33. 33. 36The TailUnderbellyHeartBrain RibsTail
  34. 34. 37LUCK
  35. 35. 38Serendipity can happen
  36. 36. 39Engineering results: It all works togetherChannel subscriber growthOrganic YouTube TrafficPre-campaign CampaignPre-campaign Campaign
  37. 37. 40Summary• Heart: Know your audience before you create• Ribs: Share the passion and seed carefully• Underbelly: Don’t do it• Brain: Track and clone yourself to success• Right Feed: YouTube ads done right areworth it• Tail: Be ready when luck happens
  38. 38. 41Get this presentation?• Bettina Hein, Founder and CEO Email: Phone: (617) 395 1461 @bettinahein• Rob Ciampa, VP Sales & Marketing Email: Phone: (617) 774-9600 @robciampaGo to
  39. 39. 42YouTube Advertising: How It Works1. Select:Choose one orseveral of your YouTubevideos as ads.2. Place:Put ads whereyour target audiencealready is.3. Call to Action:Users can click throughto your website for moreinformation. Value for money: Charged per engaged video view, not per click orimpression Extremely flexible: Various cost per view (CPV) ranges availabledepending on format and targeting
  40. 40. 43Does it have to be Gangnam Style?
  41. 41. 44When should you buy incentivized views?• Never to inflateviews• Awareness only– do not expectany action• When there is agood match ofdemographic• Example:promotion ofvideo gamelaunch ongaming site
  42. 42. 45ConclusionThe whole hog of a viral video• Heart: creating good content• Ribs: social outreach and sharing• Underbelly: robots and incentivized views• Brain: engineering it with data• Right Feed: paid YouTube ads• Tail: luck
  43. 43. 46Questions? Twitter: @pixability #pixtv29 Speakers: @bettinahein & @robciampa
  44. 44. www.pixability.com888-PIX-VIDEO888-749-8433Thank You!