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Mythbusting: Engineering a Viral Video

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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