dmsso 2016 - going from zero to a million - how brands can make the most from youtube by shawn...
TRANSCRIPT
Going from zero to a millionHow brands can make the most from
their video content on YouTube
● 10 years experience in digital marketing
● Founder of YouTube channel with over one million subscribers
● Director at CoHost and Head of SEM for bandv
● World’s 2nd largest search engine and 3rd most visited website.
● Average YouTube session is 40 minutes.
● Over 1,500 YouTube channels with more than one million subscribers.
● In an average month, 8 out of 10 people aged 18-49yrs watch YouTube.
● The most viewed brand videos are on average 31-60 seconds long.
Introduction to Youtube
● Google owns YouTube. Makes sense for them both to use similar algorithms.
● Google can now understand the context of web-based content and relationships between entities (with the help of semantic markup).
● Is expected to focus heavily on rewarding good user experience in the future due to the possibility of Google using deep learning algorithms.
● Looks to reward websites that show Experience, Authority and Trust.
What do we know about Google?
● Follow SEO best practice when building video titles, similar to how you would create page titles for your website.
● Rename your video file before uploading to YouTube. Be sure to include the keywords or phrase you would like to rank for.
● Include a description on your video that fully explains your video, along with links to relevant external resources such as your own website.
● Embed your video on your website with a description.
Basic YouTube Tips
● Research topics and keywords to understand what your audience will be searching for. Begin by answering any frequently asked questions.
● Check the search volume and competition levels for your key phrases within AdWords, SEMrush, Moz or any other keyword research tool you have access to.
● Think about video content that triggers emotion:Will your content inspire, entertain, make people feel good or update them about current events?
Optimise before filming!
● Link your YouTube account to your website through Google+.
● Include your company’s NAP on your YouTube channel about page.
● Reference your YouTube channel using semantic markup on your website.
Expertise / Authority / Trust
● YouTube provides automatically generated captions for videos. However, these are unreliable and sometimes may not make sense or be optimised.
● Create your own set of accurate closed captions to make sure that Google understands the content of your video.
● Use your transcript on your own website as a blog post. Embed the video on this page then make a series and link between the videos and blog posts.
Importance of Captions
“Should we get on with it? I’ll grab my stuff”.
Importance of Captions
“Tell me this hula girl doesn’t look like Selena Gomez. I got pretty drunk”.
Importance of Captions
“All of this was made worse by the fact that I have these birthmarks”.
Importance of Captions
● Watch Time is widely known as being one of the most important current ranking factors on YouTube.
● With over 500 hours of video being uploaded every minute, YouTube uses watch time to help judge the quality of video content.
● YouTube prefers content that leads to more overall Watch Time on the platform and not solely videos on your own channel.
What is Watch Time?
Plan your video ideas around different series ideas. When uploading, put them into their own playlist.
Increasing Watch Time
Add an interactive ‘end card’ to your videos.
Increasing Watch Time
● Video advertising on YouTube. You only pay when someone chooses to watch your video advert.
● In-stream adverts play either before or during another video. These can be skipped by the viewer after 5 seconds.
● Video discovery ads appear as display ads on another video’s watch page, the YouTube homepage or in the YouTube search results page.
TrueView Advertising
● The first 5 seconds are crucial. Make sure you mention your brand and give the viewer a reason to continue watching.
● Do not make your advert too long!
● Have a call to action and push people to either watch more of your content or subscribe to your channel.
● Keep it entertaining and engaging. View your audience retention and split test new ads to see what resonates with your potential audience.
TrueView In-Stream Tips
● Create a series of videos that you can then remarket to people in different remarketing lists.
● If someone has visited your website = Video 1
● If someone has watched Video 1 = Video 2
● If someone has watched Video 2 = Video 3
● Complement with display advertising and custom audiences on social media.
TrueView Remarketing Tips
● Submit up to five channel ads to the Fan Finder program.
● YouTube will pay for your adverts to be displayed as TrueView adverts across the site.
● Use this to split test new ads before pushing live with a paid campaign.
YouTube Fan Finder
