Reach Your Audience Using Video, (and Heroes)

Reach Your Audience Using Video*

*and Heroes

Anna Tong Head of Sales & Marketing, Wooshii.com

…and before that - Google and YouTube

Contact me directly here

http://wooshii.com/enterprise

A note on notes:

For the full slideshare accompanying notes see… the notes)

Video content framework

Building a community on YouTube

Tips and tricks for kick-ass video

Scaling your video

74 million views

Distributed solely online

Most shared video

Most watched automotive ad

More searches than ‘great sex’

50% truck drivers

Video Landscape

The landscape

100M

69%

Nomophobia

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)

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

Reach your audience

Generation YouTube

138M views (Leo Messi – Soccer Star)

3M views (Leo Messi)

BROWSING SEARCHING

Let your audience select itself using TrueView instream (YT term for a particular ad unit)

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

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

Interest categories are constantly expanding

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

- 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

SEARCHING

Be the best answer to a user’s query through TrueView indisplay

Be the authority in your area

RE-ENGAGING

Watch time not views

TrueView on YouTube. Collect lists of those who

engaged

Display ads

Another video

Use remarketing to keep the conversation going

Your website A video

Use remarketing to keep the conversation going

Your Video Strategy

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

Winning formula = HERO HUB HYGIENE

Time

Atte

ntio

n

Act like an advertiser. Cut through, disrupt Act like a YouTube

star. Consistent, reliable

HER

O

HYGIENE

HUB

Video Content Tips

Create a community

….Frosted…….Hench…….Peng…….Snap……

Rituals

Collaborate/invite conversation

Leadership & personality

Language

Accessible – each video standalone

Be sustainable and regular

Film more than you need. Recut and repurpose…behind the scenes,

bloopers etc

Have long ideas

1 event = 10 interviews

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.

Keep it short

1 video = 1 message

Be the best answer to a user’s question

What are your customers FAQ’s?

Within 10 seconds

Hook them early

Optimise for organic traffic

TTT