Presentation to Fionn Downhill's class at the Thunderbird School of Global Management on February 21, 2017.

1. YouTube and Facebook Video
Marketing Workshop
Greg Jarboe
President of SEO-PR and author of YouTube and Video Marketing
Fionn Downhill’s class at the Thunderbird School of Global Management
February 21, 2017

2. Today’s top video sharing channels are
YouTube, Facebook, Instagram, and Twitter
• In November 2006, the top video
sites were YouTube, MySpace
Videos, Google Video, and Yahoo!
Video.
• In November 2011, the top online
video content properties were
YouTube, VEVO, Facebook.com,
and Yahoo Sites.
• In November 2016, the top video
platforms were YouTube, Facebook,
Instagram, Twitter, and Snapchat.

3. So, what other changes in video marketing can
we expect to see in the foreseeable future?
• According to the Cisco VNI forecast,
nearly a million minutes of video
content will cross the network
every second by 2020.
• Globally, IP video traffic will be 82%
of all consumer Internet traffic by
2020, up from 70% in 2015.
• Global IP video traffic will grow
threefold from 2015 to 2020, a
CAGR of 26%.
• Globally, virtual reality traffic will
increase 61-fold between 2015 and
2020, a CAGR of 127%.

4. 957 million videos uploaded in the last 365
days, so Cisco VNI forecast appears accurate
• According to Tubular Labs, 89.8
million accounts in 50 countries
uploaded 957 million videos in the
last 365 days.
• 530 million to YouTube.
• 164 million to Facebook.
• 91.2 million to Instagram.
• 85.0 million to Twitter (doesn’t
include 9.0 million to Vine, which has
been shut down).
• Overall, these 957 million videos
got 6.5 trillion views and 249 billion
engagements in the last 365 days.

5. 46% of consumers said they made a purchase
after watching a brand video on social media

6. Comparing YouTube “views” to Facebook
“views” is like comparing apples to oranges
• YouTube says that you pay for a
“view” when a viewer watches 30
seconds of your video – or the
duration if it’s shorter than 30 seconds
– or engages with your video,
whichever comes first.
• Facebook says that you pay for a
“view when a video is displayed in a
user’s news feed for 3 seconds or
more, even if the person doesn’t
actually click on the video to watch
with the sound turned on.
• So, content marketers shouldn’t even
try to compare apples and oranges.

7. Consumers spend an average of 6 hours per
week watching video content on social media
• In September 2016, Brightcove commissioned
research firm Vanson Bourne to examine
consumers’ changing social video
engagement habits and preferences.
• Based on the responses of 5,500 viewers aged
18 years and over across the US, Australia,
France, Germany, and the UK, this report
found that consumers are spending an
average of six hours per week watching video
content on social media networks alone.
• 67% said that this amount has increased in
the last 12 months and 60% expect it to
continue rising over the next year.
• Consumers reported that 50% of their social
video views currently take place on YouTube,
36% on Facebook, and the remaining 14% is
split over networks like Snapchat, Instagram,
and Twitter.

8. Repurposing the same video on YouTube and
Facebook won’t work: one size does not fit all
YouTube Facebook Video
Audience type More global in nature (88 countries and 76
languages represented).
More traction with female users.
Audience age The older millennial generation (25-34 year old age
range).
Relatively young (18-29 year old age range, followed
by 30-49 year old age range); it is also the favorite
network for the older generations (50-64 year old age
range, 65+ year old age range).
Video length Of the most engaging uploads, videos that were
between 16 seconds and 2 minutes long had 53.8%
of all YouTube views.
Ideally 15 seconds – 40% of a Facebook audience will
watch until the end of a 1-16 second long Facebook
video, but this drops to 18% for videos over 30
seconds.
Content type Many of the most popular videos amongst
consumers on YouTube are instructional in nature
i.e. how-to videos. It is also well suited to longer-
form content, presented in playlists.
Facebook is overwhelmingly personal and therefore
great for engaging brand advocates – content should
be personal in nature, reflecting a sense of
community, using emotion, telling local Stories.
Extra Insight More than half of YouTube views come from mobile
devices.
Facebook video reaches approximately 22% of fans,
while an embedded YouTube video reaches only 13%.

9. Marketers need a multi-platform video
strategy to engage different segments
• Although content marketers
initially tried uploading very similar
videos to YouTube and directly to
Facebook, they’ve discovered over
the past year that the audiences
which watch and share videos on
these platforms are segmented,
not fragmented.
• So, content marketers need to
know which social video platform
works best for which type of
branded content.

10. Customers and influencers seek and share
YouTube videos, so best practices complex

11. Optimize videos, playlists, and channel to
improve ranking in YouTube search results
• Get your metadata in shape!
• Make your titles, tags and video descriptions work for you.
• Create visually-compelling thumbnails to make clicking on your videos
irresistible.
• Include a few well-placed annotations or cards in your videos.
• Ask for subscribers and drive viewers to other videos, but don’t overwhelm them.
• Use playlists to group similar videos on your channel.
• And offer your viewers a curated, lean-back watching experience.
• Make sure your channel, description and icon are optimized for YouTube.
• Consider featuring channels your brand supports on your brand‘s channel
page.
• This is a great opportunity for cross-promotion with YouTube creators.

12. Watch time optimization tips that lead to a
longer overall viewing session on YouTube
• Create a compelling opening.
• Use effective editing to maintain and build interest throughout the video.
• Use annotations and links in the description to make it easy for viewers to
watch more content.
• Avoid directing your viewers to click off to other sites.
• Build your subscriber base: subscribers will be notified of new videos and
playlists to watch.
• Involve your audience in your videos, encourage comments, and interact with
your viewers.
• Build long watch-time sessions by creating playlists and featuring content on
your channel.
• Create a regular release schedule to encourage viewers to watch sets of videos.

13. Use YouTube’s new tools and best practices to
interact with your target audience at scale
• Use the new tools for your comments
section.
• Pin comments to the top of your feed.
• Give hearts to favorite comments.
• Get color with creator usernames.
• Choose moderators.
• Blacklist words or phrases.
• Hold potentially inappropriate comments
for review.
• Use the new Community tab on your
channel.
• Engage with your fans more often in
between uploads, in real time.

14. What will interest in virtual reality mean for
video storytellers and content marketers?
• It’s still early days, but virtual
reality is quickly gaining
mainstream attention.
• Here are some questions to
consider before investing in VR
technology:
• Will VR give viewers an experience
that they otherwise couldn't have?
• Could you give shoppers a better feel
for your product?
• Will your recording environment be
rich with things to see?
• Will viewers want to continue
watching beyond the initial “That's
cool” moment?

15. Make the most of your Facebook video
strategy by using these best practices
• Upload your videos to Facebook
directly.
• Create rich video content for your
Facebook audience.
• Focus on quality from the first frame.
• Premiere exclusive video content.
• Provide context.
• Engage viewers by adding a video
call-to-action.
• Tag other Pages in your video
posts.
• Refine your strategy with Video
Insights.

16. Facebook Live tips to engage your followers
and grow your target audience in new ways
• Tell people ahead of time when you’re
going to broadcast.
• Make sure that you have a strong
signal before going live.
• Write a compelling description.
• Ask your viewers to follow you and
receive notifications when you go live.
• Say hello to commenters by name and
to respond to their comments.
• Broadcast for longer periods of time.
• Be creative and go live often.

17. 7 tips for successful video marketing on
Snapchat, which gets 8 billion views a day
• Increase user engagement with Story
Replies.
• Create customizable on-demand
Geofilters.
• Offer an exclusive discount.
• Directly target content to select
followers.
• Activate Snapchat Stories.
• Build up to a event or product launch.
• Back your marketing campaign with
Snapchat ads.

18. Best practices for video on Instagram shift as
competitors pivot from Vine to Shapchat
• Twitter launched Vine in January 2013
with a 6-second limit.
• Videos on Instagram debuted in June
2013 with a 15-second limit.
• Instagram increased video length in
March 2016 to 60 seconds.
• Instagram also announced that month a
new way of ordering posts in its feed.
• Snapchat Stories that disappear after
24 hours launched in October 2013.
• Instagram Stories that disappear after 24
hours launched in August 2016.

19. Best practices for creating videos that shift the
attitudes and behaviors of Twitter users
• In June 2016, Twitter increased video
length from 30 to 140 seconds, letting
you use longer videos to:
• Make a human first impression to draw
consumers in.
• Highlight how your product delivers value
to increase recall.
• Structure storytelling to drive purchase
intent.
• Serve up high-energy entertainment to
engage.
• Align with influencers to drive earned
media.

20. Overcome top three main challenges when
rolling out an influencer engagement strategy
• Identify the right influencers.
• Use tools like BuzzSumo, Traackr, or
Tubular Labs.
• Find the right engagement tactics.
• Be relevant, provide value, and be
genuine.
• Measure the performance of your
programs.
• Use True Social Metrics to measure
conversation, amplification, and applause
rates as well as economic value of
engagement.

21. Traditional news sources made some of the
2016 election’s most-watched news videos
• How big a problem was fake news on social
video platforms during the 2016 election?
• Well, traditional news sources didn’t create
many of the most-watched news videos about
these topics: Donald Trump, Hillary Rodham
Clinton, the United States Presidential
Election of 2016, the United States
Presidential Election debates, Mike Pence,
Tim Kaine, Republican Party, Democratic
Party, the Donald Trump presidential
campaign of 2016, or the Hillary Clinton
presidential campaign of 2016.
• According to Tubular Labs, 79,700 accounts
uploaded 314,000 videos about these topics
to Facebook or YouTube from Labor Day to
Election Day.
• These videos got a total of 13.2 billion views
and 420 million engagements.

22. Top 10 YouTube videos about 2016 election
with the most views in their first 30 days
1. Trump supporter leaves CNN anchor speechless by Uploaded
2. Second Presidential Debate: Hillary Clinton & Donald Trump (Full Debate) by NBC News.
3. First Presidential Debate: Hillary Clinton And Donald Trump (Full Debate) by NBC News.
4. VP Debate Cold Open - SNL by Saturday Night Live.
5. Donald Trump's Argument For America by Team Trump.
6. Third Presidential Debate: Hillary Clinton And Donald Trump (Full Debate) by NBC News.
7. IMPORTANT by Save The Day - Vote.
8. Melania Trump Blames Everyone But Donald by The Late Show with Stephen Colbert.
9. Donald Trump vs Hillary Clinton - First Presidential Debate 2016 by RBC
10. Mirrors | Hillary Clinton by Hillary Clinton.

23. Top 10 Facebook videos about 2016 election
with the most views in their first 30 days
1. Donald Trump Calls Madea by The Tonight Show Starring Jimmy Fallon.
2. Trump supporters are as DUMB as you think! by Occupy Democrats.
3. Trump Recalls President Obama/Protester Incident Incorrectly by NowThis Election.
4. Pets Who Hate Donald Trump by The Dodo.
5. Obama reads more mean tweets on Jimmy Kimmel Live by The Guardian.
6. When Donald Trump goes low, Michelle Obama goes high by CREDO Mobile.
7. Trevor calls bullshit on Donald Trump's "locker room talk” defense by The Daily Show.
8. Jordan Klepper goes to a Trump rally to uncover the hottest new conspiracy theories
around Hillary Clinton and President Obama by The Daily Show.
9. Donald Trump Buys 2 Kids by Milo Yiannopoulos.
10. We really can’t. #Debatenight by Cycle.

24. Late night talk shows beat “fake news” with
social video content about the 2016 election
• Too many traditional journalists are talking
about “fake news” in a strangely similar way
that their predecessors once talked about
“yellow journalism” back in the late 1890s.
• This earlier group of ink-stained wretches
looked at the innovations being pioneered by
Joseph Pulitzer and William Randolph Hearst
and were shocked, shocked to find banner
headlines, eye-catching illustrations,
undercover exposés, sports pages, women’s
sections, advice columns, and comic strips.
• One of these comic strips, “The Yellow Kid,”
ran in Pulitzer’s New York World before
moving to Hearst’s New York Journal
American and running in color.