Mythbusting: Engineering a Viral Video


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  • This is NOT actually a viral videoHeineken paid for these views
  • In the real world, most marketers have to earn their audience. You can still get a ‘viral’ effect or free views if you produce content that people care about. This is a really small online building materials company from Canada that is giving Lowes and The Home Depot a run for their money.No, a simple video that caters EXACTLY to the needs of your audience is much more important. Kevin Doohan from Machinima will tell you more:Machinima may not have the largest audience, but they know their young male audience better than anyone.
  • Free exposure to the right audience: Slow burners are better than spiking and then crashing and burning
  • For example, haul channels frequently do give-aways of productsAnswer relevant questions: how to apply certain make-up, how to solve home improvement quandries
  • What is seeding?
  • One of our customers sprang for a seeding campaign. Any they got lots of views: almost 300k but only 17 clicked through to their site. The average YT ad campaign gets you 3.5% click-through.Beware when someone tells you that they’ll get this done for youMany operators pay people to blog about your video and include the video in the postsIs social sharing an end in itself? Even if those shares are happening in Hungary?
  • Read quotesThese sites pay people that are desperate to earn a few bucks to watch you videos. Is this really the kind of audience that you want?Mention Facebook games – in game advertising might work if you are advertising snack food or a new game. Just be watchful about the demographics.
  • So how
  • How many people are watching?How are people finding your content?Who is watching?How in-depth is the content that they are watching?
  • Go slower here….How do I find out what the right content for my audience is? You don’t necessarily have day-long creative forest retreats to find out what works, you can look at audience data (like our Caffeine software) to find out what people are watching
  • So earlier I dissed certain types of paid views. Does that mean you shouldn’t pay for views? NOOO. But if you do it, YouTube is a unique ecosystemItallows for marketers to do precise targetingIt allows you to use your paid media spend to very deliberately increase the organic part of a brand’s video strategy.Promoted views fuel your earned media views by making these videos rank higher under ‘recommended videos’Those views drive more viewers to your channel, thereby increasing your views even more
  • Example: beer ad at 6 am?
  • Mentos
  • Add Mentos
  • Incredible and on-brand message
  • Does it have to be Gangnam Style to be successful?
  • Mythbusting: Engineering a Viral Video

    1. 1. Mythbusting:The Engineeringof a Viral VideoSxSW InteractiveMarch 10, 2013#sxsw #viralvid © 2013 Pixability, Inc. Confidential. All rights reserved.
    2. 2. What 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? 2
    3. 3. The Whole Hog of A Viral Video Brain Ribs Tail Heart Underbelly 3
    4. 4. AgendaThe 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 4
    5. 5. Brilliant commercial that went viral? 84% of views from paid views 5
    6. 6. Brilliant commercial that went viral? 59% of views from advertising 6
    7. 7. The Heart: Good Content Brain Ribs Tail Heart Underbelly 7
    8. 8. Sometimes things just come together 3,243,299 times shared on Facebook 8
    9. 9. Good content is often a steady view earner• Know your targets intimately• Example: Build Direct from Canada 9
    10. 10. Steady view earners deliver better ROI• Know your targets intimately• Example: Build Direct from Canada 10
    11. 11. The Ribs: Social Outreach and Sharing Brain Ribs Tail Heart Underbelly 11
    12. 12. Real virality is often smaller 541,296 times shared on Facebook 12
    13. 13. The ribs: social outreach and sharing Passionate Cross-Relevance Subscribers Participation Enthusiasts pollinationConnecting 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+ 13
    14. 14. Seeding 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.” 14
    15. 15. Caveat emptor: Seeding can be seedyA supposedly “organic”blog post generated by aseeding campaign.“…XYZ — the viralvideo house behindthis clip. XYZ knows.Shop at XYZ.” 15
    16. 16. What 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% 16
    17. 17. The Underbelly: Bots and „Incentivized‟ Ribs Brain Tail Heart Underbelly 17
    18. 18. Buying robot views: 1M views for $800 18
    19. 19. Why this is a bad idea: Google will catch you 19
    20. 20. Slightly better cuts: incentivized views 20
    21. 21. The Brain: How to Engineer It Brain Ribs Tail Heart Underbelly 21
    22. 22. How many people are watching? What? 22
    23. 23. What is your target audience watching? 23
    24. 24. Understand the audience and competition Look at metrics on: • Audience size • Most popular content types and sub topics • Social media reactions • Viewer sentiment • Traffic Sources 24
    25. 25. Metadata: what matters and why• Titles• Tags• Descriptions• Target links• Annotations 25
    26. 26. Track YouTube search and social rankings 26
    27. 27. The Right Feed: Paid Ads Brain Ribs Tail Heart Underbelly Feed 27
    28. 28. Paid, owned and earned media work together Promoted Video Ad YouTube Ads YouTube Channel Social Sharing Much more cost- A video channel Build a community effective than TV and that you own and around your video online display ads control fully content Website Driving conversions through highly qualified website traffic 28
    29. 29. YouTube ad placements: Choose carefully Best practices: 1. Use varying formats (search, in-display, pre-roll) 2. No need to stick to 30- second spots 3. Use time of day according to target 4. Geographic focus if necessary 5. Don’t always optimize for direct website clicks 29
    30. 30. The Tail Brain Ribs Tail Heart Underbelly 30
    31. 31. LUCK 31
    32. 32. Serendipity can happen 32
    33. 33. Engineering results: It all works togetherOrganic YouTube Traffic Pre-campaign CampaignChannel subscriber growth Pre-campaign Campaign 33
    34. 34. Summary• 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 are worth it• Tail: Be ready when luck happens 34
    35. 35. Get this presentation?Go to • Bettina Hein, Founder and CEO  Email:  Phone: (617) 395 1461  @bettinahein • Rob Ciampa, VP Sales & Marketing  Email:  Phone: (617) 774-9600  @robciampa 35
    36. 36. YouTube Advertising: How It Works1. Select: 2. Place: 3. Call to Action:Choose one or Put ads where Users can click throughseveral of your YouTube your target audience to your website for morevideos as ads. already is. information.  Value for money: Charged per engaged video view, not per click or impression  Extremely flexible: Various cost per view (CPV) ranges available depending on format and targeting 36
    37. 37. Does it have to be Gangnam Style? 37
    38. 38. When should you buy incentivized views? • Never to inflate views • Awareness only – do not expect any action • When there is a good match of demographic • Example: promotion of video game launch on gaming site 38