#SMExpoJax Video Trends and Optimization
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In this presentation for #SMExpoJax, learn tips for video on each platform, including quality and SEO best practices.
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#SMExpoJax Video Trends and Optimization
- 1. ©2016 MFMER | 3507910- Video Trends and Optimization Audrey Laine Seymour @AudreyLaine2
- 2. @AudreyLaine2 Video Stats • 85 percent of Americans watch videos online. • More video content is uploaded in 30 days than the major U.S. television networks have created in 30 years. • According to Forrester Research it is 50x easier to achieve a page 1 ranking on Google with a video. • 52% of consumers who watch product videos say those videos make them more confident about purchases, according to Invodo.
- 3. ©2016 MFMER | 3507910- Platforms @AudreyLaine2
- 4. ©2016 MFMER | 3507910- YouTube @AudreyLaine2
- 6. @AudreyLaine2 YouTube SEO Best Practices • Prevent duplicate content. • Have a YouTube channel and playlist strategy. • Focus on title and filename. • Write and optimize your video description. • Don’t forget meta tags. • Think customer experience first.
- 7. @AudreyLaine2 Benefits of a Playlist • Organization • Discoverability • Related Videos • Better Rankings • More Keyword Targeting Opportunities • Increased views of less-watched videos
- 8. @AudreyLaine2 Top 5 Things You Should Know 1. Content is king 2. Use interactive features 3. Add closed captioning 4. Keywords matter 5. Dig into YouTube Analytics
- 9. ©2016 MFMER | 3507910- Facebook
- 10. @AudreyLaine2
- 11. @AudreyLaine2
- 12. @AudreyLaine2
- 13. @AudreyLaine2 Facebook Video Feed Cover Live .MP4 + .MOV .MP4 + .MOV -- 1280 x 720 px or 1:1 (square) 820 x 462 px 1280 x 720 px Max. 240 minutes 20-90 seconds Max 240 minutes Max. 4GB Max. 4GB --
- 14. ©2016 MFMER | 3507910- Twitter
- 15. @AudreyLaine2
- 16. @AudreyLaine2
- 17. ©2016 MFMER | 3507910- Instagram
- 18. @AudreyLaine2 Instagram Video Feed Stories .MP4 + .MOV .MP4 + .MOV Square: 600 by 600 pixels (1:1 aspect ratio) Vertical: 1080 by 1920 pixels Max. 60 seconds Max. 15 seconds Max. 4GB Max. 4GB
- 20. @AudreyLaine2
- 21. ©2016 MFMER | 3507910- Live Video
- 22. @AudreyLaine2 Platforms • Facebook • Instagram • Periscope • YouTube • LinkedIn
- 23. ©2016 MFMER | 3507910- Live Video Planning Tips
- 24. @AudreyLaine2 Planning Your Broadcasts • Consider your topic: • Is it appropriate for the audience? • Is it timely? • Is it a priority for your organization? • Managing your experts’ time • Creating a series
- 25. @AudreyLaine2 Creating an Outline Example of an outline from our Video Q&As: 1. Introduce yourself 2. Introduce the topic 3. Begin with FAQs, then take questions from audience 4. Closing/Call to action
- 26. @AudreyLaine2 Live Streaming Software • OBS • Wirecast • Livestream Studio • Apps for mobile devices
- 27. @AudreyLaine2 OBS Studio • Open Broadcaster Software • Allows use of video (or web) camera for live streaming • Facebook Live, Periscope Publisher, YouTube Live, etc. • Switcher for slides, overlays, sharing desktop, etc. • Free!
- 28. ©2016 MFMER | 3507910- Quality Tips
- 29. @AudreyLaine2 Video Quality • Level 1: Just the phone • Level 2: Advanced phone set-up • The phone + lighting and microphone • Level 3: Computer, software, accessories • Level 4: Dedicated machine (TV quality production)
- 32. @AudreyLaine2
- 33. @AudreyLaine2
- 34. @AudreyLaine2 Respect the Ratio When to use vertical, landscape, and square
- 35. ©2016 MFMER | 3507910- @AudreyLaine2 Tools
- 36. @AudreyLaine2
- 37. @AudreyLaine2
- 39. @AudreyLaine2
- 40. @AudreyLaine2
- 41. @AudreyLaine2
- 42. @AudreyLaine2
- 43. ©2016 MFMER | 3507910- Hands-On Video Assignment Form groups of 2-3 Shoot or stream video of each person in your group answering question Go for best quality under circumstances Be back in your seat by 10:20 @AudreyLaine2
- 44. @AudreyLaine2 Hands-On Video Assignment • Question: What’s one thing you’ve learned today at #SMExpoJax? • Upload or stream to any of the platforms we’ve covered. • Make public! • Tweet link to your video with #SMExpoJax hashtag. • Watch others and like the tweets of your favorites.
Editor's Notes
- Video Trends and Optimization Over 85% of Americans watch videos online and 92% of mobile video viewers share videos with others. In this session, participants will learn best practices for posting videos on YouTube, Facebook, Twitter, and Instagram. Participants will also create a short video using the skills acquired during this presentation and publish it on the platform of their choice, with crowdsourced feedback. Start at 9:50
- Sources: http://www.comscore.com/Insights/Press-Releases/2012/1/comScore-Releases-December-2011-US-Online-Video-Rankings?cs_edgescape_cc=US http://www.wordstream.com/blog/ws/2017/03/08/video-marketing-statistics https://www.virtuets.com/45-video-marketing-statistics/ https://www.digitalcommerce360.com/2012/04/05/online-videos-help-build-confidence-purchases/
- 1. Prevent duplicate content. Duplicative content can be penalized, primarily because those pieces are forced to compete for relevancy for similar search terms. 2. Have a YouTube channel and playlist strategy. YouTube uses elements within a channel and playlist to provide recommended videos to users. By grouping relevant videos together, you can improve the time on your playlist and channels, thus improving your relevancy within YouTube’s algorithm. 3. Focus on title and filename. Lead with the primary keyword you would like to rank for, followed by any modifiers and lastly a brand name. Using a similar structure and including relevant keywords in the filename of the uploaded video may also influence rankings. Example: “[Keyword]+[Derivative] – [Brand Name]” or “Acoustic Neuroma Treatment Options – Mayo Clinic” 4. Write and optimize your video description. Use your primary keyword in the first sentence. Use the keyword one or two more times in the description. We usually aim for 150-200 words, if possible. 5. Don’t forget meta tags. Meta data is an important part of the YouTube search algorithm. Start with the keyword and expand using various derivatives. Example: “acoustic neuroma, acoustic neuroma treatment, Mayo Clinic acoustic neuroma” 6. Think customer experience first. Unlike search engine results, YouTube doesn’t consider backlinks as part of their algorithm, it puts more weight on user experience signals. So the quality and relevancy of your video makes a big difference. Beyond ranking, consider the path users take to engage with your brand beyond watching the video. Whether it’s asking them to take action within the video content, or using a URL in the description and pop-up cards, it’s important to help users take the next step. We recommend putting URLs after the first sentence so they are seen in the description preview.
- Organization Playlists are most effective when videos are grouped together based on a common theme. Discoverability Another benefit of playlists is that they provide additional opportunities to appear in YouTube search results. Related Videos When you add videos to a playlist, you’re tagging these videos as “related.” This could influence what YouTube chooses to display as related videos in the sidebar, which could boost your views. This also make it easier for viewers to find related content (especially if autoplay is turned on). Better Rankings Watch time is a factor for YouTube’s ranking algorithm. This means that YouTube takes into account not just the length of time people have been watching your video, but also how long their whole viewing session on YouTube is once they have watched your video. Since a playlist lets a person watch video after video, without having to do anything, it will increase the likelihood that they’ll spend more time watching your videos, and also more time on YouTube in total. More Keyword Targeting Opportunities Playlists appear as separate entities, so you can use keywords for them in addition to the keywords you used for each individual video in the playlist. For example, if you have videos on “how to create a YouTube account” and “how to brand videos,” then you could create a “video marketing” playlist to target a new keyword, without having to create a new video. Increase views of less-watched videos If you mix popular videos with less popular ones, the viewers are more inclined to watch the less popular video because it’s in your playlist.
- Content is king. If your video is not relevant and useful to your viewers, they will stop watching. Use interactive features to drive viewers to other content and to your website. Add closed captioning whenever possible. Do not rely only on YouTube’s auto-transcribe feature – you may need to manually transcribe, but it is worth it for SEO. Keywords matter, especially for video SEO. Before you upload a video, take the time to identify short- and long-tail keywords with tools like Google’s Keyword Planner. Dig into YouTube Analytics. This is a gold mine of information about where your viewers are watching and what keywords lead them to your content – both on YouTube and on websites where your content is embedded. It can tell you a lot about viewer behavior and content quality.
- There are a variety of ways to include video in your Facebook strategy, focusing on FREE Facebook video applications:
- Feed
- Cover video
- Facebook Live
- Optimizing video content for Facebook is tricky, mainly because of the many different ways it delivers video to its users. 85% of Facebook video played without sound
- Twitter accepts horizontal or vertical videos but horizontal is dominant in feed, vertical in Periscope
- If you are using a phone to stream to Periscope, must use vertical otherwise subjects will be cut off – example.
- 10:00
- Outline: Helps guide the conversation.
- Bottom line: focus on quality. Users won’t stay long enough to listen to the content if they aren’t attracted immediately. Spend the time, effort and money to make it look good. Use a speedtest before starting a live video stream to ensure I will not have connection issues. Find a new location if the speed is slow. There is no “fix” for bad connectivity.
- Taryn is sitting right under a light so the glare is shining on her forehead. Her face is in the shadows. There are multiple light sources behind her.
- Although there are light sources behind her, AL has a bright light source on her face, allowing the camera to focus there, instead of on the lights in the background.
- Rule of thirds
- http://www.convinceandconvert.com/social-media-strategy/your-next-video-campaign/
- https://www.olloclip.com/shop/lenses/iphonese-4-in-1/
- Directional mic
- Lapel mic
- Smartphone video rig, $12 https://www.amazon.com/gp/product/B01N0BGUY8/ref=oh_aui_detailpage_o01_s00?ie=UTF8&psc=1
- DJI Phone Camera Gimbal OSMO Mobile, $199 https://www.amazon.com/OSMO-Mobile-Handheld-Stabilized-Gimbal/dp/B01KUX9VT2
- Start at 10:10