eStudio34 presents London Search Love 2015 | Building a Social Video Stategy by Phil Nottingham

@ P H I L N OT T I N G H A M

Things have changed….

These are now all video platforms

Typical approach to video…

Creative agency develops

compelling campaign idea

Judge success

according to reach and brand

recall

Media planners distribute content

to maximise reach

1 2 3

T Y P I C A L B R A N D CO N T E N T M A R K E T I N G S T R AT E G Y

“Get as many eyeballs on the content as

possible”

Syndicate All of the things

Strategic approach hasn’t evolved

http://www.bloomberg.com/features/2015-click-fraud/

http://www.theguardian.com/technology/2015/sep/23/google-advertisers-fake-youtube-video-views-adwords-bot

http://marketingland.com/whats-a-video-view-on-facebook-only-3-seconds-vs-30-at-youtube-128311

https://blog.kissmetrics.com/is-adblock-killing-conversions/

https://medium.com/@robleathern/carriers-are-making-more-from-mobile-ads-than-publishers-are-d5d3c0827b39

Distribution

Production

PAY TO P L AY = PAY TO G E T O N T H E WA I T I N G L I S T

Old Model: Eyeballs = Mindshare

Old Model: Eyeballs = Mindshare

New Model: Engagement = Mindshare

Organic Potential

Paid Distribution

TV Model: What, When, Where

Social Model: What, When, Where, Why and How

Why will people care? How will people engage?

Why will people care?

✦ Educates / informs

✦ Makes them look good

✦ Parasocial relationships

✦ Provides shared experience

✦ Surprises

✦ Provides amusement

✦ Thrills or excites

✦ Supports political/social views

Content is a starting point for conversation

Why will people care? How will people engage?

How will people engage?

✦ Comment

✦ Like/Favourite/Thumb

✦ Consume more content

✦ Share via social

✦ Share via email/message

✦ Subscribe/Provide email

Active Browsing

Passive Browsing

Restricted Media Type

Fluid Media Type

Video = Aural + Visual

Facebook

Twitter

Instagram

Vine

Pinterest

PRIMARILY AURAL

YouTube

PRIMARILY VISUAL

Platform FirstC R E AT E CO N T E N T F O R T H E P L AT F O R M

“Platform First”

Approach

1. Work out where your target

market are active (and when)

2. Choose the platforms to focus on

3. Create content for the platform

4. Cross promote on other platforms - by linking, not republishing

Most Content Strategies

Pick one or two platforms, and actually do a good job

P H I L N OT T I N G H A M

“When you think platform first, you make

better, more focused content”

Social Media = Brand CRM

Can share video from other platforms?

✦ YouTube

✦ Instagram

✦ Vine

✦ Snapchat (walled garden)

✦ Facebook

✦ Twitter

✦ Pinterest

Yes No

Primary Platform

Amplifiers

Primary Platform Instagram

Facebook Twitter PinterestAmplifiers

Optimisation

Optimising Social Video

1. Create the right content

2. Get found

3. Get watched

4. Elicit action

Today I’m going to talk through…

Optimising Social Video

1. Create the right content

Typical YouTube Strategy

The best channels have focus

M O S T M A R K E T E R S I S P E A K TO

”But we need to have all of our videos on YouTube! YouTube is the second biggest

search engine in the world, with billions of users. If our videos aren’t on YouTube,

they’ll never get found!”

81M Views

2K Views

ON-SITE VIDEOS

SPECIFIC CONTEXT

SOCIAL VIDEOS

BROAD CONTEXT

Keyword Research for YouTube!

……is not really a thing

Lean testing for YouTube

✦ Upload some generic video content on a dummy account

✦ Change title, description and thumbnail to match proposed creative

✦ See how many views you get from YouTube search and YouTube suggested

videos

✦ Go and actually produce the videos which gain the most views

You can take the same approach with TrueView ads…

S O M E P E O P L E I N T H E A U D I E N C E

“What shall I do with my existing library of

videos? Should I put them on YouTube?”

Optimising Social Video

1. Create the right content

2. Get found

Of the 17 articles you’ve read about YouTube Optimisation, you won’t believe

the one thing they’ve all got wrong…

Clicks > Keywords

Best Practice for YouTube titles

✦ “Clicky” title

✦ < 55 characters

✦ Explicit value proposition

✦ Thumbnail matches title

YouTube Suggested Video Traffic

Titles made more “clicky”

Create a custom thumbnail

Custom thumb = 35% increase in play rate

Think of thumbnails like movie posters

Optimising Social Video

1. Create the right content

2. Get found

3. Get watched

The parts of a videoNose - Body - Tail

The NoseThe first 2% of the video

The BodyThe middle 96% of the video

The TailThe last 2% of the video

Evaluating engagement

✦ >30% Drop off in the nose = There isn’t a clear hook

✦ >50% Drop off in the body = The overall idea & execution is weak

✦ >30% Drop off in the tail = The CTA (or conclusion) isn’t compelling enough

Optimising Social Video

1. Create the right content

2. Get found

3. Get watched

4. Elicit action

Annotations

Optimising Social Video

1. Create the right content

Facebook video is Mobile video

Don’t feel encumbered by 16 x 9

Optimising Social Video

1. Create the right content

2. Get found

Time you have to hook your audience

✦ YouTube - 5 seconds

✦ Facebook - 2 seconds

Include captions in post production

Best Practice for Facebook titles

✦ Provide counterpoint or context

✦ Indicate reward for viewing with sound

✦ Can be nuanced and suggestive

Optimising Social Video

1. Create the right content

2. Get found

3. Get watched

Watches = re-watches

Indicate a reward for viewing with sound

Optimising Social Video

1. Create the right content

2. Get found

3. Get watched

4. Elicit action

The text is still the thing

Turnstile

26% @ MIDDLE

25% @ START

49% @ END

Turnstile Locations

24%16% 3.4%CONVERSION

@ STARTCONVERSION

@ MIDDLECONVERSION

@ END

Conversion Rate by Location

0

10

20

30

40

50

Start

 0 - 10%

10 - 2

0% 

20 - 3

0% 

30 - 4

0% 

40 - 5

0% 

50 - 6

0% 

60 - 7

0% 

70 - 8

0% 

80 - 9

0% 

90 -100%  En

d

2.3x

4.5x

Turnstile Conversion Rate by Location

Heir to the gif?

Measuring Success

Action Rate( S H A R E S + C L I C K S + CO M M E N T S + S U B S C R I P T I O N S ) / V I E W S

View Through ConversionsWATC H E D V I D E O & CO N V E R T E D AT A L AT E R DAT E

Thank you!

P U B ?