Video as part of a marketing strategy
In the video above, Tom Critchlow, Vice President of Distilled makes the case for video as part of a brand’s marketing strategy not just because it is becoming accepted (expected) from consumers, but because of the powerful SEO video can bring to bear, particularly the ability to rank for keywords which Critchlow opines that in some cases is actually easier done with video than blog posts.
“If you’re doing video now, you’re still slightly ahead of the curve,” said Critchlow. “I think by the end of 2012, if you’re not doing video, you’ll be behind the curve.”
Video has value not only because recent reports indicate that video viewing online has gone mainstream, with 84 percent of Americans watching videos online in January, watching 40 billion videos of online video content in the month and that the duration of the average online content video was 6.1 minutes, while the average online video ad was 0.4 minutes. Video ads accounted for 12.2 percent of all videos viewed and 0.9 percent of all minutes spent viewing video online.
YouTube still reigns king and in the video above, which is part of a video series put on by social media educators, Grovo, Critchlow outlines many tips and tricks, but two we would like to expound on are (a) using CaptionTube and (b) getting link value from your videos.
The impressive power of CaptionTube
Admittedly, video SEO is no different than traditional SEO in that someone new might have difficulty with the learning curve, but even a layperson can make some impact with some of Critchlow’s advanced tricks.
First, CaptionTube is a way to add closed captions to YouTube videos, which if done with the keywords you’re attempting to rank for, acts as the text that Google reads within the video. It isn’t just for various languages, and it provides viewers with a transcript which is tremendously helpful.
According to the company, they provide “improved precision with a scaleable timeline. You can also make changes to captions and preview them immediately.”
Additionally, for professionals that market to multiple lanugages, each video can be supported with more than one language tracks with CaptionTube, so that Google reads all of the languages, and viewers can see captions in their native tongue.
Getting link juice
Paddy Moogan, also at Distilled outlines how a user can take a YouTube video, add a link to their site, thus creating backlinks when videos are shared, a great SEO boost.
While the process outlined by Moogan is detailed and precise, SEO writer, Sean Lind created a way of automating the process without having to know any HTML, which is a major advantage for beginners that simply seek to improve their SEO with video.
With this process, a YouTube video ends with a link to your site at the bottom, which is especially helpful for brands that have a chance at going viral, but helpful for any brand seeking to boost their SEO.
SEO is tricky, and so is web video, but combining the two is a must for brands in 2012, or as Critchlow puts it, companies may be behind the curve in short order. There are thousands of tricks for squeezing SEO juice out of video, but the simple tips above can make dramatic improvements to your company’s efforts if all you’re doing is uploading videos to YouTube and praying they’ll be a hit.
Video streaming: is using software or a service model best?
Now that the world understands YouTube, brands are becoming aware of the restrictions and considering how to graduate from the video sharing platform to a video streaming solution.
Video streaming solutions: there’s more than just YouTube
Once upon a time, YouTube launched and changed the world by adding online video to marketers’ toolboxes – fast forward to 2013 and Google owns the once tiny startup and web video has gone mainstream across the globe. A lot has changed, so we’ve tapped into the mind of an expert to examine these changes and help businesses of any size understand the options available today.
Jamie Sherry, Senior Product Manager at Wowza Media Systems has more than 15 years of experience in digital media, telecommunications and networking technologies. He has worked with top brands in media and entertainment, enterprise, government and sports across North America and Europe, including Vevo, Hulu, HBO, Viacom, DirecTV, DNCC, Adobe, ProSieben, BBC, Al Jazeera, IBM and more to identify, drive and execute technical solutions that solve unique business problems, achieve results and grow revenue.
Sherry opined, “Video has become a powerful and primary communications medium for companies of all sizes, thanks in large part to YouTube paving the way by democratizing access and distribution. There’s no dispute that Google’s platform has certainly blazed a trail, enabling the discovery of many surprise viral hits and providing a perfect on-demand solution for hipsters and young startups.”
“But,” he adds, “as the power of video, the technologies and content creators have matured, many companies are starting to wonder if perhaps it’s time for an upgrade. Might a software solution provide the features, flexibility, scalability and control they need to meet their expanding video streaming needs? That answer, of course, depends upon a number of factors, but the critical first step is to understand the difference between a video sharing service, such as YouTube, and video streaming software.”
Video sharing vs. video streaming software
In his own words, Sherry outlines the key differences between video sharing and video streaming software, noting that it’s “all about control.”
“The primary differentiator is control,” Sherry reports. “Regardless of the platform you choose, the use of video sharing services requires you to relinquish some level of control over your content (Terms & Conditions are the first clue). For example, the moment you upload a video to YouTube, you submit to the rules and regulations of the Kingdom of Googleopoly. Exactly how much you must surrender depends upon the service provider, whether you opt for the free or paid platform, and the kinds of individual content controls configured.”
“This lack of control manifests in several ways and may have critical implications for your overall strategy,” he notes, offering the following six controls users have and what they mean:
- Restrictions on length and quality. Some services simply have limits. For example, in its free platform, YouTube restricts the length and digital quality of content to short clips and specific resolutions to ensure the most reliable delivery through the viewer—a sort of lowest-common-denominator approach. As a result, long-form content is prohibited and content creators have few choices in adjusting their quality level. The platform is beginning to adopt adaptive bitrate streaming to dynamically adjust quality based on the CPU, network activity and other parameters on the viewer’s device to eliminate buffering and prevent video playback from stopping. However, this actually creates another set of quality hurdles: the video keeps playing at all costs, often with reduced resolution or audio and video that are out of sync, which negatively impacts the viewing experience.
- Content filters. Particularly in the YouTube ecosystem, viewers can take it upon themselves to flag content as inappropriate, which means your competitors could easily “flame” your content, thereby damaging your reputation and hindering distribution.
- Limited viewing and sharing capability. Not all video sharing services are compatible with all screens. For example, viewing video on YouTube requires a web browser or mobile app—it’s simply not compatible with many set-top boxes or connected TVs. In addition, many services offer limited options for seamlessly sharing content—it works with Facebook, but not LinkedIn, for example.
- User experience. In many cases, the advertising and other video suggestions featured on some service platforms may not jive with your business or message. First, let’s look at the obvious: on its free platform, YouTube may embed advertising or suggest videos trumpeting your competitors’ products or a conflicting viewpoint which may offend or—at the very least—confuse your target viewer. While a paid YouTube channel eliminates some of those issues, it still prevents you from monetizing your own content by selling your own ads. And, YouTube doesn’t currently offer a solution where viewers can rent, subscribe or pay to view your material, nor does it provide any way for content creators to control in-stream or overlay advertising unless it’s built directly into the linear footage that’s uploaded.
- Limited live streaming capability and zero support for linear broadcasts. Live streaming has become increasingly popular—and possible—for a wider range of organizations. Educational institutions have begun broadcasting lectures and sporting events, companies now broadcast shareholder meetings, conferences, training and more, religious organizations broadcast worship services to shut-ins and out-of-towners, and even government/municipal organizations broadcast meetings online C-SPAN-style to the public. YouTube offers this capability for accounts with at least 100 subscribers, and while this and some web-conferencing services might suffice for corporate purposes, neither supports broad set-top box or connected TV viewing. Plus, there’s the issue of controlling access on a public platform (see #6 below). And, what if you’d like to develop a linear channel, providing ongoing content on a rotating schedule, much like we’ve become familiar with on TV? No video sharing services support this growing trend toward micro-broadcasting.
- Access control and monetization. For some applications, hosting video content on a public platform is less than ideal. For example, educational institutions may want to stream lectures behind a secure login or pay wall, making it accessible only to enrolled, paying students. Similarly, enterprises may want to stream employee meetings, but make them accessible only to employees, and host them on their own private server. Most video sharing services offer no way to ensure this security and control access.
“On the other hand,” Sherry notes, “using streaming software puts you firmly in control of everything—content, accessibility, scalability—and provides access to a wider range of features to optimize the content, delivery and the viewing experience. Your content remains on your servers (or on third-party data center assets or cloud instances that you manage), entirely unrestricted and with the freedom to do with it as you choose. It supports live, linear and video-on-demand applications, and gives you the ability to add appropriate security restrictions, integrated social connections, pay wall or subscription modules, and other features as desired.”
Sherry notes that sharing services like YouTube, Vimeo and others make it exceptionally easy to basically upload and go. Getting started is extremely simple, and with many free options available, cost is clearly not an issue. With software, there is more to manage, both in terms of cost and administration, but depending on your purpose, business strategy and future plans, the potential return may be well worth the investment.
Choosing your upgrade path
While YouTube and other sharing services provide an out-of-the-box, easy way to get started with many built-in features to quickly launch an upstart video presence, if/when it’s time to upgrade, there are several key factors Sherry advises brands to consider in choosing a new software solution.
- Will the new solution allow you to create, distribute and play back video content in multiple formats on multiple viewing devices? One of the reasons video is so hard is because the lack of a universal standard can make it cumbersome and costly to create content that will work across the range of viewing options. Choose a software that handles this for you, to save time, reduce costs and allow you to focus more on creating great content than on file conversion.
- Is the solution flexible and extensible enough to let you control content, distribution and monetization today and in the future? Technology, customer expectations and business models are continually evolving. Make sure the video software you choose today can evolve in lock step so there’s no need to change things up again just a short time down the road.
- Does the solution provide the performance you need without added workflow? Stuttering, de-synchronization, buffering and poor image quality can severely impact the viewing experience and your company’s professional reputation. The software provider must be able to certify quality and delivery standards to provide peace of mind that the content you’ve worked so hard to create will generate a positive response. And, it must be simple to administer. Developing great content should be your biggest challenge—the software to deliver it should be the least of your worries.
“While a video service may be a terrific starter home for your company’s digital channel, when the growing pains begin, it may be time to start looking at a software solution designed to meet your expansion plans,” Sherry asserts. “As the use of video becomes an increasingly popular communication vehicle, robust technologies are enabling even the smallest companies to harness the power of ‘big company’ software to deliver compelling and creative video content to satisfy their business goals.”
Bing video search gets a makeover, is pretty awesome
Bing updates video searches in a big way: high-res video previews, plus better sources and filters.
Bing video search got a makeover
Microsoft’s Bing has launched a complete overhaul of their video search feature, adding new features, sources, and filters. This should lead to a better searching experience, as well as, a better watching experience.
One of the best new features is the layout. It is simple, clean, and easy to navigate; making it quite user friendly, and very refreshing. The old two-column design is history. The newly designed Bing is much easier to use from a tablet or phone as well. One tap will bring up the light box display and you can view all the other video in the collection without leaving the search page.
Improved video search features
With the new pop-out hover feature, you get a larger view and higher resolution allowing you to quickly eliminate videos you do not want and help find ones you do; hooray for saving time. Also, these larger thumbnails include “favicon,” audio controls, and video view counts.
Once you click on the video you want, the light box display will appear and you will see a fancy new slideshow type preview at the bottom, showing you all of the video in the collection. You do not have to go back and search for the next episode of a show, or presentation from a favorite user; simply click at the bottom and you are ready to go.
Another nice feature Bing added is filters. Now you can filter by length, date, resolution (720p versus 1080p), and source. You no longer need to visit the source sites to get a video preview, you can just mouse-over it, and the video will pop out and begin playing in the window. This works with all sources now: YouTube, Vimeo, CBS, MSN, and others. No more endless searches for the right videos, toggling back and forth between Bing and source sites.
Bing is definitely strong competition for Google’s video search, since Bing already seems to be a step ahead of Google in light of these newly released features.
7 tips to measure the success of video marketing campaigns
Video marketing can be difficult yet rewarding, and many brands are trying their hand at this media, but when preparing to implement video, it is important to know first how to measure your success. We asked an expert to share their thoughts on this subject below:
More businesses are implementing video marketing strategies
As consumers have become comfortable with video content and found it to be a useful way to consume a lot of information rapidly online, businesses have add their own video content to the mix, putting forward campaigns as simple as a 30 second video shot with an iPhone to a full-fledged campaign professionally overseen by an advertising agency.
But with so much noise in the video content arena, getting your company’s voice heard can be a tremendous challenge, and moreover, unless you are an experienced professional, do you know if your campaign is even doing well?
Measuring the success of a video marketing campaign can be tricky, but Chris McKnight at advertising and production company, Grey TV asserts that their modern approach significantly amplifies their message in competitive environments.
7 tips to remember for your next video marketing effort
McKnight shares his expertise in his own words through the following seven tips:
How many views does the video capture from the desired audience, and how quickly do they accumulate?
The key here is to define the audience, and identify your market penetration ratio. Within the first 3 months, a penetration of 10% online, and 25% through broadcast television is considered to be a healthy start to a campaign.
A video that draws attention rapidly at the beginning and levels off after a few months is common. Look for ways to create a series of videos, or different versions of videos to continue building interest after the first 3-4 months.
How many viewers are watching all (or most) of the video?
If your video is being closed quickly, you have one of two problems:
1. The content is not relevant to your target market or
2. You’re placing the video in the wrong media outlets.
The ultimate objective, especially with digital content is to present a compelling “hook” in the first 5-10 seconds of the video that gives viewers a reason to keep watching.
By how much does the video increase conversions at key points in the sales pipeline (calls, clicks, shopping carts, checkouts, etc.)?
Most marketers think of videos as a way to generate awareness of their product or service, but increasingly videos are being used to “close business” as marketers are using video content to support consumer research online, and provide confidence to buyers. Zappos.com is a leader in this area.
Videos are increasingly becoming interactive, with click through taking place in the video, and often leading to a product content page or a shopping cart.
Can the video be cross-purposed across marketing objectives?
The most successful marketers make videos that can be “re-cut” or re-purposed from their commercial or online video format. Examples are sales conference promos, trade videos, and product demonstrations or testimonials for a product website.
Videos can also be designed with “inserts” that can be used to sell a rotation of products, especially seasonally.
Does the video continue to drive views over the long term?
Most videos have a lifespan of 3-6 months. Any video that continues to draw views beyond that timeframe should be considered successful.
Typically sensational videos attract lots of attention in a very short period of time, and then die out. More traditional content videos have a more gradual growth curve, but tend to last longer. Sensational videos tend to work better for new product launches where immediate awareness is key, and more traditional content is more conducive to long term brand building for an established product.
Does the video build (not destroy) brand equity?
Many videos and commercials use sensationalism and other eye caching techniques to create instant awareness with the goal of selling more products faster. There is a high correlation between this strategy and new products, simply because new products do not have established brand equity – they have no brand value to lose.
On the other hand, long-established brands have substantial value built up in their products, and are less likely to use “shock-and-awe” content to promote their products.
How well does the video integrate with social media, and how much is it shared?
The holy grail of video marketing is creating a “viral” video that generates millions of views. While this is possible, its better to build a comprehensive content strategy with multiple videos and a variety of content. Banking on one video to go viral is like buying a lottery ticket – you always hear about the winners but its never you.
Ensuring that your video content is sharable is key, but be sure that you maintain the final control over how and where it is shared. To do this make sure company YouTube and Facebook accounts are properly set up and settings carefully managed.
Whether you DIY or hire the professionals
Regardless of the method used for creating your video marketing campaign, take into account McKnight’s seven tips to give you a better understanding of measuring success. Having realistic expectations and being aware of how the professionals do it can give you a substantial advantage against your competitor who may be spinning their wheels.
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