Video Marketing: Challenges, Trends and Best Practices (english version) Video content has become very popular in recent years. It's trendy. According to Cisco VNI, video will constitute to 82% of all Internet traffic by 2020. Therefore, using a video content in your digital marketing strategy is essential. Video content allows you to interact with your users in a more attractive and creative way and get more engagement and interest from your audience. Social Media is the most effective channel for distribution of your content. YouTube is considered one of the most powerful social networks and the most popular search engine after Google. That's why it's very important to optimize your videos on YouTube to make them more accessible and relevant for your audience.

1. VIDEO MARKETING
CHALLENGES, TRENDS AND BEST PRACTICES
NATALIA ZHUKOVA

2. NATALIA ZHUKOVA
Head of Marketing
at SEMrush France

3. VIDEO
TREND 2017

4. 62%OF GOOGLE SEARCHES
INCLUDE VIDEOS
Marketing Land

5. 82%
OF ALL INTERNET TRAFFIC BY 2020
VIDEO
ACCORDING TO CISCO VISUAL NETWORKING INDEX,
WILL REPRESENT THE
VIDEO
CISCO

6. 60%
6 TIMES
1200%
OF MARKETERS USED VIDEOS
IN 2016
MORE SHARES THAN TEXT
AND IMAGES
MORE RETWEETS THAN PHOTOS
AND 3 TIMES MORE THAN GIFS
Social Media Examiner
Forbes
Marketing.Twitter.com

7. V I D E O O N L A N D I N G P A G E C A N I N C R E A S E
C O N V E R S I O N S B Y
80% AND MORE
Unbounce

8. VIDEO INTEGRATED IN AN EMAIL
EMAILING
THE WORD VIDEO IN
AN EMAIL SUBJECT LINE
OPEN RATE 19%
CTR 65%
UNSUBSCRIBE 26%
CTR 200 - 300%
Business2community
HubSpot

9. 83% OF MARKETERS SAY THEY WANT
TO CREATE MORE VIDEO CONTENT

10. TYPES OF VIDEOS
FOR BUSINESS

11. COMMERCIAL VIDEO
EDUCATIONAL CONTENT VIDEOS
ANIMATED EXPLAINER VIDEOS
LIVE ACTION EXPLAINER VIDEOS
BRANDED CONTENT
COMPANY STORY VIDEOS
CUSTOMER STORY &
CASE STUDY VIDEOS
TUTORIAL VIDEOS
RETENTION VIDEOS

12. ANIMATED VIDEOS
Tech companies and web services
Easy to associate with the brand
(colors, styles...)
CHARACTERISTICS
Home page
YouTube
Other websites
PROMO

13. LIVE ACTION
EXPLAINER VIDEOS
Product demo
Bond with the audience
(personal business !)
Emotions, storytelling
CHARACTERISTICS
PROMO
Home page
YouTube
Other websites

14. CUSTOMER STORY &
CASE STUDY VIDEOS
Real clients and users
Real projects and results
CHARACTERISTICS
Newsletters
Social Media
BLOG, section About or
Reviews
PROMO

15. COMPANY STORY
VIDEOS
Presentation of your team,
culture and business philosophy
Max 5 minutes
Brand open to users
CHARACTERISTICS
PROMO
Newsletters
BLOG, section About or
Reviews

16. A BRAND LOGO
IN A VIDEO CAN
INCREASE
PURCHASE
INTENTION
UP TO
9%Twitter

17. MORE VIDEO IDEAS
PITCH VIDEO
SOCIAL MEDIA VIDEO SNIPPETS
HOLIDAY VIDEO CARD
END OF YEAR RECAP VIDEO
RECRUITING VIDEOS
TRAINING VIDEOS
WEBINARS
PODCASTS
EVENT VIDEOS
PRODUCT REVIEW VIDEOS
PRESS RELEASE VIDEO
PRODUCT LAUNCH VIDEO
VLOG
INTERVIEW
BEHIND THE SCENES
LIVE STREAMING
VIDEO 360

18. TOOLS FOR VIDEO MAKING
PRO
iMovie
Final Cut Pro
Adobe
Premier Pro
Camtasia
Screen Flow
FREE
Lightworks
Video PAD Editor
ShotCut
VSDC Video Editor
Avidemux
After Effects &
Photoshop

19. ABOUT 20% QUIT YOUR
VIDEO AFTER
10 SECONDS
CREATE
A
DAMN
GOOD
INTRO !

20. MUSIC
MUSIC RESOURCES
FREE
YOUTUBE AUDIO LIBRARY
SOUNDCLOUD CREATIVE COMMONS
EPIDEMIC SOUND
MUSICFORMAKERS.COM

21. 85% OF FACEBOOK VIDEO VIEWS TAKE
PLACE WITHOUT THE VOLUME TURNED ON
Digiday

22. SEO+SMM
SOCIAL MEDIA HELP TO BOOST YOUR RANKING, BECAUSE ACTIVITY AND SHARES
ON SOCIAL PLATFORMS INCREASE YOUR VISIBILITY
The more popular you are on Social Media,
the more traffic you have

23. USE OF SOCIAL MEDIA IN THE
WORLD

24. USE OF SOCIAL MEDIA IN
FRANCE

26. 2SEARCH ENGINE IN THE WORLD AND
3RD THE MOST VISITED WEBSITE AFTER
GOOGLE AND FACEBOOK
nd
YOUTUBE

27. MOST FREQUENT VIDEO SNIPPET
DOMAINS

28. YOUTUBE RANKING
FACTORS
VIDEO COMMENTS
VIDEO LENGTH
VIDEO VIEWS
VIDEO SHARES
CHANNEL’S SUBSCRIBERS
VIDEO LIKES
SUBSCRIPTIONS DRIVEN
KEYWORD OPTIMISATION
HD VIDEOS
HTTP://BACKLINKO.COM/YOUTUBE-RANKING-FACTORS

29. YOUTUBE RANKING FACTORS
LONGER VIDEOS RANK BETTER.
The average length of a first page YouTube video
is 14 minutes 50 seconds.

30. YOUTUBE RANKING FACTORS
HD VIDEOS
68.2% OF A FIRST PAGE YOUTUBE VIDEOS ARE IN HD.
BOOM !!!

31. YOUTUBE RANKING FACTORS
VIDEO VIEWS
BOOM !!!

32. YOUTUBE RANKING FACTORS
VIDEO COMMENTS
BOOM !!!

33. YOUTUBE RANKING FACTORS
VIDEO SHARES
BOOM !!!

34. YOUTUBE RANKING FACTORS
VIDEO LIKES
BOOM !!!

35. YOUTUBE RANKING FACTORS
SUBSCRIPTION DRIVEN
“THE LITTLE
GUY”
BRANDS

36. ANALYZING THE PERFORMANCE OF YOUR
YOUTUBE CHANNEL AND OF YOUR COMPETITORS

37. ANALYZING THE PERFORMANCE OF YOUR
YOUTUBE CHANNEL AND OF YOUR COMPETITORS

38. "HIGH NUMBER OF VIDEO
VIEWS IS A CHALLENGE,
BUT IT'S POSSIBLE AS
LONG AS YOU HAVE THE
RIGHT PLAN"
Nathan Hague
YOUTUBE

39. OPTIMIZING YOUR YOUTUBE CHANNEL
COOL BANNER
IMAGES AND TEXT IN THE CENTER -
VISIBLE ON MOBILE
LINKS ON YOUR WEBSITE AND
SOCIAL MEDIA

40. OPTIMIZING YOUR YOUTUBE CHANNEL
STATUS AND FEATURES
All the features are activated: Monetization, Longer videos, External
annotations, Custom thumbnails, etc.
STATUS AND FEATURES

41. OPTIMIZING YOUR YOUTUBE CHANNEL
ADVANCED SETTINGS
COUNTRY
CHANNEL KEYWORDS
IF YOU WANT MONETIZATION
LINK WITH GOOGLE ADWORDS

42. OPTIMIZING YOUR YOUTUBE CHANNEL
ADVANCED SETTINGS
LINK WITH GOOGLE SEARCH CONSOLE
LINK WITH GOOGLE ANALYTICS
OK
OK

43. OPTIMIZING YOUR YOUTUBE CHANNEL
UPLOAD DEFAULTS
you can choose defaults for your video tags, privacy settings, comments, language
and other things
---------------------
Like this? You'll LOVE my site: https://www.semrush.com
Find me in Twitter: http://www.twitter.com/semrush
THE SAME UNIQUE TAG FOR ALL THE VIDEOS

44. OPTIMIZING YOUR YOUTUBE CHANNEL
UPLOAD DEFAULTS
ALLOW COMMENTS
LANGUAGE
LOCATION

45. OPTIMIZING YOUR YOUTUBE VIDEO
loads of information : average number of views, view rate (views per hour), the
number of subscribers driven by video and more.
Even a free account offers you lots of useful stats.
free

46. OPTIMIZING YOUR YOUTUBE VIDEO
VIDEO TAGS
VIDEO TAGS

47. OPTIMIZING YOUR YOUTUBE VIDEO
COPY/PASTE

48. OPTIMIZING YOUR YOUTUBE VIDEO
PUSH NOTIFICATIONS

49. OPTIMIZING YOUR YOUTUBE VIDEO
ADD TAGS

50. OPTIMIZING YOUR YOUTUBE VIDEO

51. OPTIMIZING YOUR YOUTUBE VIDEO
THUMBNAILS
1280X720 PX
EMPTY AND SIMPLE
BACKGROUND
CONCISE TEXT
PERSONALIZED THUMBNAIL

52. OPTIMIZING YOUR YOUTUBE VIDEO
CLOSED CAPTIONS
ALL YOUTUBE VIDEOS SHOULD BE ACTIVATED AS “CLOSED CAPTION”
CC
CLOSED CAPTIONS
Transcribe your audio and video
files for 1$/min

53. OPTIMIZING YOUR YOUTUBE VIDEO
CARDS
5 CARDS
WITH YOUTUBE CARDS YOU CAN BRING MORE PEOPLE TO YOUR WEBSITE

54. OPTIMIZING YOUR YOUTUBE VIDEO
CARDS
LINK TO A SPECIAL URL
SHOW CUSTOMIZED IMAGES, TITLES AND CTA

55. SO.... THE PLAN
COOL BANNER
ACTIVATE THE FEATURES
LINK YOUR YOUTUBE WITH ADWORDS, GSC, GA
PUT THE LINKS IN THE DEFAULT DESCRIPTION
PUT THE SAME UNIQUE TAG FOR ALL THE VIDEOS
ALLOW COMMENTS
OPTIMIZE YOUR YOUTUBE CHANNEL:
OPTIMIZE YOUR VIDEOS:
USE VIDIQ
ADD CLICKABLE NOTES IN THE DESCRIPTION
USE "CLOSED CAPTIONS" AND YOUTUBE CARDS
ANALYSE THE PERFORMANCE OF YOUR YOUTUBE CHANNEL

56. TOOLS
VIDIQ VISION
REV.COM
OBS
TUBE MASTER PRO
YouTube SEO info
Transcribe your audio and video files for 1$/min
Open source software for video recording and live streaming
Paid promo
SEMRUSH
YouTube analytics and keyword research