Reach Your Audience Using Video, (and Heroes)
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How can content, brand, product and marketing managers use video to reach more customers? This presentation covers a methodology created by Google. It shows how major brands and large famous YouTube channels have grown their audience and how these principles can be applied to your campaigns. Anna Tong - Head of Sales & Marketing at Wooshii and ex-Googler / YouTuber
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Reach Your Audience Using Video, (and Heroes)
- 1. Reach Your Audience Using Video* *and Heroes
- 2. Anna Tong Head of Sales & Marketing, Wooshii.com …and before that - Google and YouTube Contact me directly here http://wooshii.com/enterprise
- 3. A note on notes: For the full slideshare accompanying notes see… the notes)
- 4. Video content framework Building a community on YouTube Tips and tricks for kick-ass video Scaling your video
- 6. 74 million views Distributed solely online Most shared video Most watched automotive ad More searches than ‘great sex’ 50% truck drivers
- 9. Nomophobia
- 10. Online video advertising is growing faster than TV, print, search and display Source: Interactive Advertising Bureau, BI Intelligence -‐3% -‐14% -‐17% 7% 9% 110% 20% 3% 6% TV Print Radio Other Search Mobile Online Display Other non-digital video ads digital Annual growth of ad revenue by format (USA, 2013-2016)
- 11. There is only so much You can say in 3 lines of text. Online video lets you connect Emotionally.com/withyouraudience Display ad Video ad Text ad
- 14. 138M views (Leo Messi – Soccer Star) 3M views (Leo Messi)
- 16. Let your audience select itself using TrueView instream (YT term for a particular ad unit)
- 17. How it works: only pay for engaged views Not charged Charged Skipped after 5 seconds Skipped after 5 seconds Skipped After 10 seconds Skipped after 25 seconds
- 18. Targeting has become more sophisticated Interest e.g. target travel enthusiasts Location e.g. target users in New York Demographic e.g. target males aged 35+ Time e.g. set live 7pm – midnight
- 19. Interest categories are constantly expanding
- 20. https://www.youtube.com/watch?v=0rr66mPc_oM Annotations are now external - Hook in 5 seconds - Made for TrueView instream - Branding up front - Call to action and annotations
- 21. - Hook in 5 seconds - Made for TrueView instream - Branding up front - Call to action and annotations Best practices for TrueView instream https://www.youtube.com/watch?v=koglOBqxuXA https://www.youtube.com/watch?v=8ErTZ9zEbg
- 22. SEARCHING
- 23. Be the best answer to a user’s query through TrueView indisplay Be the authority in your area
- 24. RE-ENGAGING
- 25. Watch time not views
- 26. TrueView on YouTube. Collect lists of those who engaged Display ads Another video Use remarketing to keep the conversation going
- 27. Your website A video Use remarketing to keep the conversation going
- 29. HERO - Dramatic story-telling - The hook - Raise awareness - Inspiring content - Interrupt people in browse mode HYGIENE - Product/technical videos - Compelling answers - User in search mode - Focused content HUB - Destination - Keep discovering more - Regularly updated
- 30. Winning formula = HERO HUB HYGIENE Time Attention Act like an advertiser. Cut through, disrupt Act like a YouTube star. Consistent, reliable HERO HYGIENE HUB
- 32. Create a community ….Frosted…….Hench…….Peng…….Snap…… Rituals Collaborate/invite conversation Leadership & personality Language Accessible – each video standalone
- 33. Be sustainable and regular Film more than you need. Recut and repurpose…behind the scenes, bloopers etc Have long ideas 1 event = 10 interviews
- 34. HUB: Destination to bring people back. Give people a reason to return Encourage subscribers = 2 x more likely to watch your video Invite participation = Ask for feedback Have a schedule Sorted food = a YouTube channel dedicated to recipes, great food.
- 35. Keep it short 1 video = 1 message
- 36. Be the best answer to a user’s question What are your customers FAQ’s?
- 37. Within 10 seconds Hook them early
- 38. Optimise for organic traffic TTT
Editor's Notes
- SLIDE 1 While at Google, my role involved consulting with brands on their marketing strategy. I covered Search, Mobile, Export, Social but in the last 2 years, almost all of my conversations shifted to video. Why? Well brands I worked with simply could not ignore the phenomenal rise in online video. Brands who were not doing any video, were missing out. They were missing out in this fantastic opportunity to engage with their customers, to move them, and ultimately to sell more product. I’ll be sharing with you the framework that Google uses to construct a successful video campaign.
- SLIDE 4 While at Google, my role involved consulting with brands on their marketing strategy. I covered Search, Mobile, Export, Social but in the last 2 years, almost all of my conversations shifted to video. Why? Well brands I worked with simply could not ignore the phenomenal rise in online video. Brands who were not doing any video, were missing out. They were missing out in this fantastic opportunity to engage with their customers, to move them, and ultimately to sell more product. I’ll be sharing with you the framework that Google uses to construct a successful video campaign. First though, I want to share with you a video from one of my favourite action heros. Imagine I gave you the task of selling hugely expensive trucks. There may be say a few hundred people in the world who’d be in market for them. How do you reach them and how do you engage with them creatively? This was the challenge Volvo trucks had to deal with. I’m sure many of you would have seen this, but let’s watch it again…
- SLIDE 5 But first lets watch an ad
- SLIDE 6 This was a fantastic ad but you might be thinking volvo trucks hasn’t got anything to do with your business or product. Only it has. It shows you that even with a product as niche and as expensive as volvo trucks, through video they were able to find their audience, raise awareness, engage and ultimately increase sales. Just look at the stats which prove their success. 74M views on this video alone. In fact over 100M on all their videos in this series combined. Wholly possible to reach that level of success on video alone. Most shared of all time Most watched automotive ad, stiff competition from far more sexy lifestyle cars. In time it launched, more searches than ‘great sex’. Soon after the video launched, 50% of truck drivers who saw this ad were much more likely to purchase a volvo truck than before. These trucks cost thousands of dollars. So to have that shift as a result of video is extremely impressive. How did they achieve their success? They didn’t simply create a great video, upload it onto YT and leave it there. They achieved this by following some very clear principles. They had a very specific and carefully planned strategy that led to their success and I’ll talk through with you today. We’ll be returning to this example throughout this presentation.
- SLIDE 7 The first thing they realised was that it is possible to achieve this level of success entirely through video.
- SLIDE 8 I’m sure you’ve heard how video is growing. But I wanted to share the latest stats, to reinforce this message… 100M people watch online video every day. As more people have access to internet and smartphones, this number will keep growing. In fact by 2017 video will account for 69% of all consumer internet traffic, according to cisco. - Something else is fuelling this growth…
- SLIDE 9 And that is mobile… The Pope’s inauguration in 2005 is in stark contrast to his inauguration in 2013! With the improvements in smartphones (such as faster connection speeds and increased data limits), more and more people can now consume and create video content on their mobile phones. In fact around 1/3rd of videos on YT are viewed on a mobile now. And we’re seeing this number increase. Cisco predicts that over 2/3rds of the worlds mobile data traffic will be video by 2018. Think about your audience and how it impacts them. People view their mobile phones 150 times a day. Nomophobia, fear of being without phone. First time they look at when they wake up, last thing when they go to bed.
- SLIDE 10 This surge in online video growth has meant that brands are naturally growing their advertising spend on video. In terms of spend, online video is growing faster than TV, print, search and display. Visitors to retail websites are 64% more likely to buy a product after watching a video. They stay 2 mins longer. CTR can increase up to 300% if adding video to an email.
- SLIDE 11 And this is why my conversations entirely shifted in my last 2 years at Google. Only so much emotion and explanation about your brand that you can put into 3 lines of text. PPC is still great, still bread and butter for online advertisers. But the richness of video means you can engage and find new audiences and RETAIN them. Because video creates loyalty in a way in which PPC cannot. Video is a creative canvas in which you can tell your story.
- SLIDE 12 Ok so we get it. We know video has a huge audience and that ad spend has grown at a phenomenal rate. But how do we reach people? Traditional media such as TV and print are about reaching people in mass, in one go. This may sound great, but big brands are essentially paying to send out a message and yet have no idea who is watching. No way to check engagement. A lot of wastage. With new technology we can now send out our message to the right people, at the right time, and even reference the context in which they are watching. The accuracy that we love in PPC has now come to video.
- SLIDE 13 YT has1 billion unique users a month. More humanity than anywhere else. YouTube came out some 10 years ago. Now have generation who grew up with YouTube and don’t remember a time before YT. The people you will be speaking to, the PHD students, researchers, they grew up with YouTube as kids. They are Generation YouTube. In fact Google calls these people Gen C – a generation that is young, tech savvy, empowered by technology to search out authentic content that they consume across all platforms and all screens, whenever, wherever. And they can be difficult to reach with traditional media. They are not heavy TV viewers, they consume online. So essentially what I’m saying is, your audience is on YouTube. Now the key is how to find them.
- SLIDE 14 I want to bust a myth. No matter how amazing your video is, uploading it onto YouTube and hoping it will go viral simply isn’t enough. Don’t waste a good video. It’s not enough to just make video and upload it to YouTube. You need to make it discoverable. Turkish airlines launched a video advertising campaign and reached 138M views. You might say, well this all very well but they had Leo Messi the Argentine footballer in their ad so what do you expect. Well, then you take a look at Addidas, another huge brand, who had Leo Messi in their video SOCCER. Unlike Turkish airlines, they didn’t advertise this video. They simply uploaded it and hoped for the best. 3M views is pretty good, but consider the scale in which these huge brands are operating. These brands expects many millions for their campaigns to be successful. And look at the phenomenal difference in success. There are some amazing adformats on YouTube that let you find your audience in a very smart way. The most successful ads of 2013 did not happen by fluke. They skillfully deployed paid media to make them a success, including Volvo trucks.
- SLIDE 15 There are many adformats on YouTube but I believe there are two standout winners. One allows you to interrupt people who are browsing YouTube, and the other lets you present when people are searching on YouTube. This accommodates the two different user habits we witness on YouTube. These are the two states people tend to be in.
- SLIDE 16 Lets first talk about the ad that lets you interrupt users while browsing. TrueView is just a term that YT uses to call a particular ad unit. This adformat is called TrueView instream. It’s brilliant because it gives the user CHOICE. The audience essentially selects itself. (Fergus may have mentioned this one to you before. But I have to mention it again because) it is, by far, the most successful and most popular adformat to date on YouTube. My clients were all using this particular format when I was at Google. Want to give you a few more updates.
- SLIDE 17 When a user clicks to watch a video, before they see their video, a pre-roll ad plays. The user sees a ‘skip this ad’ button on the right and a count down of 5 seconds. After 5 seconds, if the user chooses to skip the ad, the advertiser will not be charged. In fact the advertiser will only be charged when the user watches 30 seconds or more of the ad, meaning they are fully engaged. (If the ad is shorter than 30 seconds, than the advertiser is charged on completion of the ad). The advertiser only pays when a user is interested. Their audience is essentially self selecting. Great for user = not spammed. Great for advertiser = pay for engaged views.
- SLIDE 18 People don’t realise just how specific you can be about who, where, when. You are able to target by a user’s interests and passions i.e. Interest Categories. As an example, a user may have over-indexed on Travel content in the last few weeks. They would then be classed as a Travel enthusiast and advertisers can target them. Even better, this is a rolling list so people only stay in this list if they have expressed interest in travel within the last 6 weeks. So you’ll always be targeting the right people. Alternatively, you could target specific video content on YouTube i.e. Topics. You could target jewelry videos and your ad will show before such videos. And there are additional targeting options you can add such as geo-targeting, time of day, demographics. You can go as niche as you like but we’d recommend starting broad and then seeing what works, and then refining.
- SLIDE 20 A great way to increase engagement is to add annotations. You can now send traffic to external websites! So you can add a very direct response mechanism to your video. Just need to link your website to your YouTube channel. Let’s what this video. Great example of best practices. Best practices – what to do and what not to do: Made for Trueview, reference context, bored at work First 5 seconds Short Branding upfront with Reed Annotations
- SLIDE 21 A great way to increase engagement is to add annotations. You can now send traffic to external websites! So you can add a very direct response mechanism to your video. Just need to link your website to your YouTube channel. Let’s what this video. Great example of best practices. Best practices – what to do and what not to do: Made for Trueview, reference context, bored at work First 5 seconds Short Branding upfront with Reed Annotations
- SLIDE 22 TrueView in-stream is a great way to interrupt a user and show your video to those who are browsing YouTube. There is an ad format that targets people who are actively searching for a topic. This is called TrueView in-display and it’s very much like PPC but on YouTube. Google is the largest search engine. YouTube is the second biggest search engine.
- SLIDE 23 TrueView indisplay allows you to be the best answer to a user’s question. So how does it work? A user types a term into YouTube and an ad comes up that consists of a thumbnail and some text. In this instance, much like PPC, the advertiser only pays once the user clicks on the ad. It enables you to own a space and be seen as the authority in that area. These could be questions around specific products.
- SLIDE 24 TrueView instream and indisplay let you be there when people are browsing and searching. But communicating with your audience once isn’t enough. You need to grow the conversation in order to create engaged followers. This is where remarketing comes into play. Does everyone know what remarketing is? Way to re-engage and display your ads to people who have been to your website, or viewed your ads before.
- SLIDE 25 Algorithm change. Used to be video views. Now it’s WATCH TIME is key, so essential to keep them engaged. Watch time = how long a user has engaged with your video and then go on to watch subsequent videos of yours.
- SLIDE 26 Use the little known feature which is video remarketing. Can collect lists of everyone who has engaged and then remarket them with another video! All be done very simply through the adwords interface. No tagging needed. Simply tick a box in the adwords interface. Don’t say GDN
- SLIDE 27 Use the little known feature which is video remarketing. Can collect lists of everyone who has engaged and then remarket them with another video! All be done very simply through the adwords interface. No tagging needed. Simply tick a box in the adwords interface. Don’t say GDN
- SLIDE 28 So we understand the importance of video and how to find our audience. Let’s now discuss a framework and long term strategy that brands are using to win at video.
- SLIDE 29 In fact it’s the framework that Volvo trucks used to propel it to success. So let’s go back to this example and unmask what they did… They launched their campaign with the epic split video with JCVD, essentially a very dramatic product demo. It’s something that users would want to watch and share, great storytelling, it hooks the user. It’s what we’d call a Hero video (we’ll get onto this in a moment). People who are in browsing mode on YouTube wouldn’t mind being interrupted to watch this. And they didn’t because it received 73M views. It was the awareness video. But when you go on to Volvo’s channel and you look at what is next to this video, there is a thumbnail of a really boring video 3 mins long and yet it has over 1 mil views. In fact there are several much more basic, low key videos explaining the technical details of dynamic steering. People who are watching these are in search mode. Those people want to find out more, they are expressing interest in buying that truck, and are in market. Through great piece of hero content, volvo have been able to find an incredibly difficult to find audience and to show it very technical content that answers their questions, essentially this is called hygiene content. Don’t know why it’s called ‘hygiene’. And where did they find these pieces of content? Well they found them on their well managed channel. Their hub, which is the destination to bring people back so they can keep discovering more volvo content. Push content out constantly. Keep the dialogue going. Using this formula, managed to keep a sustained audience. Might even play one – dull as it is, it got 1M views. Somehow they’ve driven that level of engaged to these dull videos, because of that Hero content. Great content to niche group. Captured them.
- SLIDE 30 Let’s go into this in more detail. The Zoo, creative in-house team at Google look after huge brand briefs. They have been watching YT professionally for 6 years. Come up with inevitable conclusions. If we really simplified a marketers year it might look something like this. Attention/activity on one axis, time on the other. 3 big spikes, 3 big campaigns during the year to cut through and disrupt. Expected to raise a lot of awareness. Once the memory erodes from the first spike, you do the other one. Essentially, brands are acting like advertisers. This is what The Zoo coined ‘Hero content’. But then The Zoo noticed what YouTube stars were doing…the likes of Michelle Phan and Jenna Marbles (regular Ytbers who uploaded loads of videos from their bedrooms, huge following). They build their audience slowly over time. Don’t do cut through, do consistency don’t do disruption, do reliability. They create consistent content that answers their audience’s questions and keeps them engaged. That is what The Zoo coined ‘Hygiene content’ They surmised that the winning formula for brands is to do both. Combination of something which reaches out to people and disrupts (Hero content) while having an always on strategy that builds and maintains their audience over time (Hygiene content). This satisfies the user’s behaviour: Browse mode, search mode. Be there for both. And finally all this should be housed in 1 place. 1 destination so people can discover videos through looking at playlists and continue to engage. This is called your Hub. Essentially means your home, your YT channel.
- SLIDE 31 So we understand the importance of video and how to find our audience. Let’s now discuss a framework and long term strategy that brands are using to win at video.
- SLIDE 32 Belong Invite conversation – enable comments and respond Accessible Rituals is all about consistency. L’oreal uses several different celebrities, they all say at the end: ‘You’re worth it’. Like it or not, every time you see them, you know who they are and what they will say. This phrase has become so synonymous with them that when you type it into Google, it’s the first thing that comes up. Likewise, wistia, a video hosting company, makes all it’s video content with a very simple black background and spotlight. This is such a clear hallmark that you instantly know it’s wistia. No other company in this space has the same style. Jenna Marbles, a youtube star who commands an audience of 13M subscribers, always ends her videos by retreating to her bedroom and chatting to her dogs. When you are passionate about your topic, this can inspire others to follow. Leadership is all about having a consistent voice, and personality that your audience can relate to and that they want to follow, and even aspire to. But your leader doesn’t have to be embodied in one person, it could just be a consistent tone of voice and a consistent personality, disposition, cadence across your videos. And lastly, think about the language you are using to convey your message. I recently took a survey on the Guardian website and had no idea what these meant; they were terms that British youth today frequently use. Maybe develop your own language over time *with* your consumers, your own expressions that make your consumers feel they are part of a closed knit group. You’re in it for the long run so these principles are important to establish the beginning. You want to sustain these throughout and have a constant voice.
- SLIDE 33 If you are to keep it regular, you need to keep the budget sustainable. Be smart with your content: Always film more than you need – Victoria secrets, always film behind the scenes when they shoot their ads. Recut, repurpose. Include bloopers. If you are going to tradeshows, make 10 videos in 1 day by interviewing 10 experts in your area. Think of repeatable themes – Good example is Will it blend channel by Blendtec. Not the most sexy product. Found a way to create a repeatable and enjoyable video that shows off the product. Each week blends anything. -
- SLIDE 34 HUB: regularly updated destination to bring people back. Worth building subscribers. Hub content is all about discovery, giving people a reason to return. Sorted Food great example. Regular content, all around food. Seasonal, trends. Encourage subscribers. Subscribers = gold dust. 2 times more likely to interact. Watch time is key YT changed from passive medium to participating. Successful brands get people to participate. Fastest growing social media network in the world. Ask people’s opinion, change show around according to fan’s opinions. Activity 1 per week. But doesn’t have to be always your own activity EXAMPLE: Sorted Food - hygiene fit in with time of year. Drip feed content.
- SLIDE 35 Don’t overload your videos. 1 clear message per video is all you need. Better to make 5 videos not 1. Recommended time
- SLIDE 36 - Turn to your audience data. Your frequently asked questions. What type of questions are your customers asking? What are they struggling with? What should they know about your product? What is stopping them purchasing? Speak to your customers, call them up. What do they find interesting?
- SLIDE 37 Don’t overload your videos. 1 clear message per video is all you need. Better to make 5 videos not 1. Recommended time
- SLIDE 39 Titles tags thumbnails, all need to tell a consistent story.