The world of social video is becoming increasingly convoluted, with Facebook and Twitter having launched native video platforms within the last 12 months, but how should marketers’ approach react to this? Should YouTube be the main platform brands focus on, or should the others now take precedence? Phil will explain how you can work out where to invest, what works and why, and then explain how SEOs and those from a digital background have an inherent advantage in taking ownership of social video strategy.
4. 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
5. TYPICAL BRAND CONTENT MARKETING STRATEGY
“Get as many eyeballs on the content as
possible”
27. How will people engage?
✦
Comment
✦
Like/Favourite/Thumb
✦
Consume more content
✦
Share via social
✦
Share via email/message
✦
Subscribe/Provide email
32. “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
51. MOST MARKETERS I SPEAK 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!”
56. 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
57. You can take the same
approach with
TrueView ads…
58.
59.
60. 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?”
80. 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