The document outlines seven key rules for optimizing B2B video content on platforms like YouTube and Facebook. These rules emphasize understanding platform differences, effective uploading techniques, the importance of metadata, channel optimization, strategic calls-to-action, leveraging paid advertising, and utilizing live video features. It aims to enhance video marketing effectiveness by addressing audience engagement and maximizing reach across different social media platforms.

1. 7 Rules for Optimizing B2B
Video on YouTube & SocialVIDEO
M
K
T G & S A L E S
S
U
M
MIT
FA
S T F W
D

2. VIDEO
M
K
T G & S A L E S
S
U
M
MIT
FA
S T F W
D
Mark Robertson
§ 17 years in Internet marketing – Focus on SEO
§ 10 years in online/digital video leadership
§ Founder @ ReelSEO (TubularInsights.com)
§ Co-Founder @ Little Monster Media
§ Twitter: @MarkRRobertson
§ Site: http://LMon.co

3. VIDEO
M
K
T G & S A L E S
S
U
M
MIT
FA
S T F W
D
Agenda – 7 Rules
1 Get to Know the Platforms
2 Uploading Considerations
3 Metadata Matters
4 Optimize Your Presence - Channels/Pages
5 CTAs & Linking
6 Leverage Paid Video Advertising
7 Jump in Live & Stay-Tuned

4. VIDEO
M
K
T G & S A L E S
S
U
M
MIT
FA
S T F W
D
1) Get to Know the Platforms

5. VIDEO
M
K
T G & S A L E S
S
U
M
MIT
FA
S T F W
D
Social Video Is Where It’s At, Dude
Source: Trusted Media Brands “The Future of Digital Video” | July 2016
Marketers give social platforms a 10% Lead. Facebook, the video leader

6. VIDEO
M
K
T G & S A L E S
S
U
M
MIT
FA
S T F W
D
Differences
YouTube:
• Mature & diverse
• Video 1st destination
• Search is big
• Short & long-form
• Google exposure
Facebook:
• Social 1st = sharing ease
• Videos auto-play
• Primarily short-form
• Emotional content

7. VIDEO
M
K
T G & S A L E S
S
U
M
MIT
FA
S T F W
D
Consider Discovery: Pull vs Push

8. VIDEO
M
K
T G & S A L E S
S
U
M
MIT
FA
S T F W
D
AutoPlay + Feed = First 3-10 Sec Counts
Source: Facebook Marketing Science Analysis of 173 Nielsen Brand Effect Studies, March 2015
65% who watch first 3 sec. of a video will watch for >10 sec.

9. VIDEO
M
K
T G & S A L E S
S
U
M
MIT
FA
S T F W
D
Facebook Views Vs. YouTube Longtail
Facebook Views: 68% of Views in first 7 Days, 87% of Views in first 30 Days
Data via Tubular Labs | Videos Uploaded to Facebook on Sept. 30th, 2016

10. VIDEO
M
K
T G & S A L E S
S
U
M
MIT
FA
S T F W
D
Source: Mark Robertson & Data via Tubular Labs | Top 10K Most Engagements, English, Uploaded Q2 2016
Content Differs Across Platforms

11. VIDEO
M
K
T G & S A L E S
S
U
M
MIT
FA
S T F W
D
Successful Social Video Content Differs
Content Types
• YouTube – Diverse – many types of content
• Social – Narrow – content evokes emotion (inspirational, etc..)
Duration:
- YT = short-form & long-form
- Avg. 10X longer than Facebook
- FB = primarily short-form
- Avg. range 30 sec-2min

12. VIDEO
M
K
T G & S A L E S
S
U
M
MIT
FA
S T F W
D
What’s
Common
• Mobile consumption ↑
• ↓ Attention spans
• Watch-time rewarded
• Involvement is critical
• Know your audience
• Get to the point

13. VIDEO
M
K
T G & S A L E S
S
U
M
MIT
FA
S T F W
D
Mobile Now Totally Dominates
Source: Comscore’s 2017 U.S. Cross-Platform Future in Focus

14. VIDEO
M
K
T G & S A L E S
S
U
M
MIT
FA
S T F W
D
Algorithms Reward ⇡ Watch-Time
12/2012 - YouTube changes algo to reward “Watch Time”
6/2014 - Facebook confirms time-watched as algo factor
What does this mean?
- YouTube = overall session time – consists of multiple facets
- Desire to keep users on their platforms
- Downside if your goal is to primarily drive traffic off-platform
Tips:
- Be concise and engaging
- YouTube = Drive users to videos in playlist player
- Minimize off-site linking

15. VIDEO
M
K
T G & S A L E S
S
U
M
MIT
FA
S T F W
D
Across Platforms = Start With A Bang
Drive Immediate Interest:
• Use Compelling Opening Shots
• Close-ups of Faces
• Use Strong Visual Cues
• Clear CTA to “Watch” In Post Copy
• Use Big Font Text Overlays
• Use Text Cards to Advance Narrative
• Tease First
• Branding and/or bumpers secondary

16. VIDEO
M
K
T G & S A L E S
S
U
M
MIT
FA
S T F W
D
2) Uploading & Format
Considerations

17. VIDEO
M
K
T G & S A L E S
S
U
M
MIT
FA
S T F W
D
Uploading YouTube
Why Upload Directly vs. APIs?
• OK if set to scheduled, private, unlisted
• Change metadata - Unique copy
• Take advantage of other features
• End-cards/custom thumbs/etc.
Most Importantly:
• YouTube success = direct participation
Tips:
• 16x9 (widescreen) primary aspect ratio
• Most files accepted – use highest quality
• Supports up-to 8K, 360, and more.

18. VIDEO
M
K
T G & S A L E S
S
U
M
MIT
FA
S T F W
D
FB: Upload Video Directly (Natively)
Upload natively vs. sharing
- Available years ago
- Took off in 2014
- 84.5% videos on FB in 2016 (v.
YouTube, Vimeo, others
Source: Quintly’s Facebook Video Study 3/10/2017 | Data = Full-Year 2016

19. VIDEO
M
K
T G & S A L E S
S
U
M
MIT
FA
S T F W
D
Facebook: Design for Mobile Feed
16:9 3:4 1:1 Vertical

20. VIDEO
M
K
T G & S A L E S
S
U
M
MIT
FA
S T F W
D
The RISE of VERTICAL & 1:1 (Square)
Data via Mark Robertson | Top 25K Most Engaged Videos Uploaded Q3 2016 via Tubular

21. VIDEO
M
K
T G & S A L E S
S
U
M
MIT
FA
S T F W
D
Facebook: Mobile App + AutoPlay =
Visual 1st, Audio 2nd
• Videos with captions average 12% more
watch-time 1
• As much as 85% of views happen with sound
off, according to multiple publishers. 2
Embrace Silence:
• Text Overlays
• Quality audio still important
• Place important sound bites after 3 sec.
• Most users will not rewind
Sources: 1) Facebook 2) http://digiday.com/platforms/silent-world-facebook-video/

22. VIDEO
M
K
T G & S A L E S
S
U
M
MIT
FA
S T F W
D
3) Metadata Matters

23. VIDEO
M
K
T G & S A L E S
S
U
M
MIT
FA
S T F W
D
Titles Description Social Msg. Tags CC Others
YouTube (Required)
100 char max
(Optional)
5K char max
Usually Title +
Thumb
Customizable
500 char
max
Yes &
Transcripts
Category
Location
Recording-Date
Video credits
Licensing
Thumbnails
Facebook (Optional)
65 char max
(Optional)
63,206 char max
480 shown…
(Optional)
8 tags max
Yes
.SRT req.
Thumbnails
Location
#Hashtags
@Friends
@Pages
Instagram NA NA Caption (optional)
editable
2200 char max
NA NA Thumbnail
Location
#Hashtags
@Tag/Mention
Twitter No No Caption (optional)
editable - short
time
140 char max
NA NA Location
#Hashtags
@Mentions

24. VIDEO
M
K
T G & S A L E S
S
U
M
MIT
FA
S T F W
D
Optimizing YouTube Metadata
Remember Pull (Search) + Google
• Titles #1 - relevant & compelling
• Put branding last
• Put keywords 1st & in order:
• Titles, descriptions, and tags
• Tags important (search & related)
• Include keyword phrases
• Focus on 1-2 main keywords
• Leverage CC/Subtitles
• Test & leverage translations
• CC/Subtitles
• Metadata
• Always – Optimize Thumbnails

25. VIDEO
M
K
T G & S A L E S
S
U
M
MIT
FA
S T F W
D
Optimizing Social Video Metadata
Remember Primarily Push (Newsfeed)
• Focus on message/caption for feeds
• Short & sweet
• Elicit Emotion
• Try headline analyzers
• Include Strong CTA to Watch
• Optional fields = Required
• Titles & Tags important for search & related
• Tag people & companies
• Try # (especially tw/in)
• Always – Optimize Thumbnails
• Do NOT directly solicit reactions

26. VIDEO
M
K
T G & S A L E S
S
U
M
MIT
FA
S T F W
D
4) Optimize Channel/Pages

27. VIDEO
M
K
T G & S A L E S
S
U
M
MIT
FA
S T F W
D
YouTube Channel Best Practices
1. Channel icon/avatar – most visible across
2. Links – take advantage
3. About page – shows in search
4. Subscriber trailer = your intro
5. Curate meaningful playlists
6. Related channels

28. VIDEO
M
K
T G & S A L E S
S
U
M
MIT
FA
S T F W
D
Facebook Page: The Video Tab
1. Consider prominently featuring ”Videos” Tab
2. Consider CTA to “Watch Video” (Keep on FB if possible)
3. Create Featured Video
4. Create Organized Playlists

29. VIDEO
M
K
T G & S A L E S
S
U
M
MIT
FA
S T F W
D
Multiple Facebook Pages?
Many B2B utilize multiple pages
• Verticals, horizontal, geography, etc..
Consider enabling video crossposting

30. VIDEO
M
K
T G & S A L E S
S
U
M
MIT
FA
S T F W
D
5) CTAs & Linking Tactics

31. VIDEO
M
K
T G & S A L E S
S
U
M
MIT
FA
S T F W
D
YouTube Linking & CTA Options
• 1st – Enable associated website feature
• Descriptions
• Use full text URL – http://
• Consider URL shortening & customizing
• Annotations dead = use info cards (avoid 1st 10 sec)
• End screens
• Pinned comments
• In-Video (text/oral)
Remember: keep in mind session watch-time

32. VIDEO
M
K
T G & S A L E S
S
U
M
MIT
FA
S T F W
D
Social Video Linking & CTAs
Facebook
• Link in description/message
• 67.24% contained outside links
• Links in comments
• In-Video (text/oral)
• Paid advertising
Instagram
• Not clickable (except bio)
• “See link in bio”

33. VIDEO
M
K
T G & S A L E S
S
U
M
MIT
FA
S T F W
D
6) Leverage Paid Distribution

34. VIDEO
M
K
T G & S A L E S
S
U
M
MIT
FA
S T F W
D
Google AdWords for YouTube
Ways to Leverage YT Ads:
• Awareness & CTA
• Drive views & subscriptions
• Retargeting:
• Website visitors
• Video viewers
• Channel visitors
• Video viewers
• Commenters, likes, etc.
• Experiment sequential retargeting

35. VIDEO
M
K
T G & S A L E S
S
U
M
MIT
FA
S T F W
D
Facebook Video Advertising Tips
• Create educational & inspirational videos
• Consider testing silent versions
• Integrate call-to-action
• Use optimized CPM (oCPM) for video ads
• Use Custom Audiences
• Consider contact targeting – Emails lists
• Retarget w/FB Pixel (websites) or SDK (apps)
• “Look-alike audiences”
• Start Video Ad Boosting when engagement ratio
>2-4% = Cheaper
• Look into FB Dark Posting for A/B and
Multivariate Testing
• Remember to test & measure

36. VIDEO
M
K
T G & S A L E S
S
U
M
MIT
FA
S T F W
D
7) Jump in Live & Stay Tuned

37. VIDEO
M
K
T G & S A L E S
S
U
M
MIT
FA
S T F W
D
The Rise of Live Streaming
YouTube
• 2011 – Beta Live-streaming capability
• 2/2017 - Available to channels >10K subs
Facebook Live
• 4/2016 - Available to all via mobile
• 3/2017 - Available to all via desktop
Instagram
• 11/2016 - Available to all via app
• 3/2017 - Ability to save live videos
Twitter
• 12/2016 - Available via mobile - by Periscope
• 3/2017 - Live video API available

38. VIDEO
M
K
T G & S A L E S
S
U
M
MIT
FA
S T F W
D
B2B Live Streaming Content Ideas
Types of Content:
• AMA/Q&A
• Product/Service Announcements
• A Peek Behind the Scenes
• Events/Conferences
• Scheduled Demos & How-tos
• Live-stream Your Customer Service
• Consider 360 Live video

39. VIDEO
M
K
T G & S A L E S
S
U
M
MIT
FA
S T F W
D
Live Video Tips & Considerations
• Promote in advance so people know to tune in
• Engaging Introduction – perhaps conduct poll
• Keep the (late) audience up to date and engaged
• Interact via speaking to them and/or comments
• FB recommends >20 minutes (<4 hours)
• Ask live viewers to subscribe
• Ensure adequate bandwidth & good audio quality
• Use copyright-free music, or buy a license
• Check reactions to previous live-streams

40. VIDEO
M
K
T G & S A L E S
S
U
M
MIT
FA
S T F W
D
Stay-Tuned: Platforms Evolving FFWD
In just the past few weeks/months :
- 9/2016 – YouTube confirms AI in algorithm
- 11/2016 - Instagram introduced live-streaming
- 12/2016 - Live 360 launches on Twitter via app
- 3/16/2017 - YouTube VR enhancements
- 3/24/2017 - YouTube sound-effect detection
- 3/28/2017 - Facebook launched stories

41. VIDEO
M
K
T G & S A L E S
S
U
M
MIT
FA
S T F W
D
Contact Me
§ Twitter: @MarkRRobertson
§ Website: LMon.co
Thank You!