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YouTube and Facebook video marketing workshop

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

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YouTube and Facebook video marketing workshop

  1. 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. 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. 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. 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. 5. 46% of consumers said they made a purchase after watching a brand video on social media
  6. 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. 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. 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. 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. 10. Customers and influencers seek and share YouTube videos, so best practices complex
  11. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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.

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