optimizing video across social media platforms -brightonseo 2016
TRANSCRIPT
Hello
Video strategy circa 2009
All social networks are now video platforms
Video
≠ A Strategy
≠
Aspect Ratio
Silent Autoplay?Supporting Metadata
Thumbnails
Walled garden?
In-stream mobile playback?
Active Browsing
Passive Browsing
Restricted Media Type
Fluid Media Type
Q U E ST I O N I U S E D TO G E T A L L T H E T I M E
“Where should I host my video?”
Platform First
Platform First
1. Work out where your target market are active
2. Choose the platforms to focus on
3. Create content for the platform
Agenda
1. YouTube
2. Facebook
3. Instagram
4. Twitter
5. Periscope
6. SnapChat
1
Video = Aural + Visual
YouTube = Aural + Visual
Clicks > Keywords
“YouTube Suggested” Video Traffic
Operation “Buzzfeed”
Title TextBody Level One
Body Level Two Body Level Three
Body Level Four
– K I E L D E VA L E R A
“Think of your thumbnails like film posters”
Test Before You Invest
Lean Testing for YouTube
1. Upload some generic video content on a dummy account
2. Change titles, description and thumbnail to match proposed creative
3. See how many views you get from search and suggested videos in the first few days
Use playlists to rank for terms you don’t have videos for
NBED DR Dre beats at screenshot
2
Facebook Video
=
Mobile Video
YouTube = Aural + Visual
Facebook = VISUAL + Aural
Emotional State Change
PAY TO P L AY = PAY TO G E T O N T H E WA I T I N G L I S T
Organic Potential
Paid Distribution
3
Video? Image Sequence? Gif?
TL:DW
NBED EXAMPLE FROM JENNY’S POST
Tag all of the hashes
4
Active Browsing
Passive Browsing
Restricted Media Type
Fluid Media Type
0
10
20
30
40
50
Start
0 - 10%
10 - 2
0%
20 - 3
0%
30 - 4
0%
40 - 5
0%
50 - 6
0%
60 - 7
0%
70 - 8
0%
80 - 9
0%
90 -100% En
d
2.3x
4.5x
Turnstile Conversion Rate by Location
5
“Privileged View”
Should you Periscope?
•Exclusive event?
•Interesting manufacturing process?
•Exciting physical spaces?
•Iconoclastic people?
6
Ephemeral
1 - to - 1 Communication
NBED FRAGMENTED
More, Smaller, Lower Quality Videos
Thanks!Please feel free to follow me on any/all of the social networks I talked about.