10 ux video best practices

J. SCHUH

• 15 yrs experience • 10,000 hrs of producing • Industry Leader • Fortune 500 clients

WHY SHOULD YOU LISTEN TO ME?

4 out of 5 INTERNET USERS

WATCH VIDEOS ONLINE

SOURCE: comscore (2009)

U.S. INTERNET USERS WATCHED 34 BILLION VIDEOS IN MAY 2012

SOURCE: NewMedia TrendWatch November 2012

ONLINE VIDEO IS LIKE TV

RIGHT?

BZZZZZZZZZ!

ONLINE VIDEO IS:

SOURCE: Tod Sacerdoti (2010)

• Targetable • Measurable • Real Time

You have a portable video production studio in your pocket.

Baby Boomers’ 1946 – 1964 50 +

Generation X 1965 – 1981 30’s – 40’s

Generation Y 1982 – 1999 20’s – 30’s

Generation Z 2000 + 12 -

GENERATION BORN * AGE

*Experts differ on the start dates of Generation X , Y and Z.

52% OF THE WORLD’S POPULATION

IS UNDER 30-YEARS-OLD

SOURCE: Census 2010

YOUNGER GENERATIONS ARE THE

FIRST TO ADOPT NEW TECHNOLOGIES


BOOMERS’ ADOPTION OF

NEW TECHNOLOGY

DRIVES GROWTH


Video ads targeted to children ages 6 to 14 had the

highest video ad click through rate at 3.5%,

but the lowest rate of viewing to completion.


Ads targeted at older users (35 +) had a 77.4% completion rate.


“Storytelling is the most powerful way to put ideas

into the world today.” - Robert McKee

EVERY VIDEO SHOULD HAVE AN

INTRODUCTION, BODY AND CLOSING

SOURCE: http://www.youtube.com/watch?v=7xK9qv611sU

ENGAGE, EDUCATE, ENTERTAIN

SOURCE: http://www.youtube.com/watch?v=7xK9qv611sU

Lynda.com acquires Video2brain with $103 million funding

SOURCE: thenextweb.com

REASONS PEOPLE SHARE

1. Answers a question, or evokes an

emotional response

2. Hot topic

3. It aligns with their idenity and how they

want to be perceived

4. Helps to maintain and grow relationships

REASONS PEOPLE DON’T SHARE

1. Too much branding

2. Toxic topic

3. Depressing topic

4. Sex, violence and profanity

MOST PEOPLE LIKE SEX

SOMETIMES THEY DON’T WANT PEOPLE TO KNOW HOW MUCH THEY LIKE IT

HOWEVER I THINK

REASONS WHY ONLINE VIDEO IS COMPELLING & PERSUASIVE

1. The Fusiform Facial Area makes us pay

attention to faces

2. Voice conveys rich information

3. Emotions are contagious

4. Movement grabs attention

SOURCE: Dr. Susan Weinschenk (theteamw.com)

VIDEOS THAT PERFORM BEST CLOCK IN AT AROUND

1 MINUTE

VIDEO IS USUALLY A COMPLEMENT TO, NOT A SUBSTITUTE FOR,

CONTENT

MAKE SURE THE CONTENT OF THE VIDEO CAN BE FOUND EASILY SOMEWHERE ELSE

WHAT’S A CODEC?

codec (n) short for compressor/ decompressor

HTML5 VIDEO CODECS

• MP4 or H.264 • Ogg/Theora • WebM

WHAT’S THE DIFFERENCE

• Ease of encoding • Video quality • Compression size • Cost to use (FREE for Now)

H265 - HEVC (High Efficiency Video Coding)

• Expected to be NEW video codec standard (half the bitrate)

• Mobile Device focused • 4K and 8K support • Requires new hardware • Mid-2014 before widespread use

OVER 1 TRILLION VIEWS

IN 2011

• 72 HRS OF VIDEO UPLOADED EVERY MINUTE

• OVER 4 BILLION HRS WATCHED EACH MONTH

SOURCE: YOUTUBE.COM/PRESS_STATISTICS

TRAFFIC FROM MOBILE DEVICES TRIPLED IN 2011

*YOUTUBE APP REMOVED FROM iPHONE 5

3 HRS OF VIDEO IS UPLOADED PER MINUTE TO YouTube


HOST = WEBSITE VIDEO + SEO

• CONTROL • BETTER MEASUREMENT • GENERATE DIRECT TRAFFIC http://ajwood.com/

POST = SYNDICATION VIDEO + SEO

• LARGE AUDIENCE • ORGANIC & UNIVERSAL SEARCH • MULTIPLE SERPS (Search Engine

Results Page)

http://www.youtube.com/ajwood2001


A.J. WOOD

17,007 SUBSCRIBERS

DEC 2012

19,201 SUBSCRIBERS

FEB 2013


A.J. WOOD

1,998,204 VIDEO VIEWS

FEB 2013

1,831,608

VIDEO VIEWS DEC 2012

THE BIG 3

500 YRS of YouTube video is watched every day on

Facebook!


SOURCE: SimplyMeasured

Vine users shared

113,897 videos Feb 9th & 10th 2013

SOURCE: LinkedIn Press Center

2 New Members / sec (172,800 Members / day)

SOURCE: kb.wisc.edu

Caption Your Videos To expand your audience and

increase SEO

SOURCE: kb.wisc.edu

Captioning Best Practices

1. Sync captions to the audio

2. Captions appear on screen long enough to

be read

3. Provide transcripts

4. DON’T Cut words or sound effects

SOURCE: kb.wisc.edu

Benefits of Captioning

1. Accessible to aurally impaired and non-

native speaking viewer

2. Allows sighted viewers to read in loud or

crowded spaces

3. Increased SEO (Search Engine Optimization)

4. Increase in watching the complete video

CHECK ANALYTICS

• WHERE DO VISITORS TO YOUR VIDEO PAGES ARRIVE FROM?

• WHAT % OF TRAFFIC COMES FROM SEARCH ENGINES?

SOURCE: MARK ROBERTSON JUNE 2009

TEST SEARCHES

DO YOUR VIDEOS APPEAR IN SEARCH ENGINES?


MONITOR BEHAVIOR

WHAT % OF VISITORS ARE LINKING TO YOUR VIDEOS OR SHARING?


STUDIES SHOW USERS CAN GET VERY ANNOYED WHEN WEBSITES AUTOPLAY VIDEOS

“I hate it when they do that!” SOURCE: NORMALMODES.COM

1. KNOW YOUR AUDIENCE 2. TELL A STORY 3. KEEP IT “REAL” 4. KEEP IT SHORT 5. COMPRESS IT 6. PUT IT ON YouTube 7. HOST AND POST 8. SOCIALIZE 9. MEASURE IT 10. DON’T AUTOPLAY

10 ux video best practices

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