How to Make Online Video Work for Your Brand

Transcription

1 How to Make Online Video Work for Your Brand Tod Plotkin Principal of Green Buzz Agency tod.com

2 How to Develop A Content Strategy that Engages and Maintains a YouTube Audience

3 The Hub-Hero-Help Method YouTube-approved method for increasing brand loyalty Uses three different types of video content to draw in followers and keep them coming to your channel Nike Football used this method and increased their YouTube subscriptions to 2.4 million people

4 How Hub-Hero-Help Works Together Hero Video: Captures Large Audience through entertainment. Raises awareness Help Video: Captures inquisitive audience through value of content. Creates a positive impression Hub Video: Maintains audience with entertainment & value. Develops loyalty

5 Hero Video A big, flashy, well-produced video that draws in a large audience Sharable, a viral type video Build these around your tent-pole moments Tent-pole moments: brand-defining events in time Ex: Holiday campaigns, current events Brings in a huge, one-time audience spike that trails out - But you get the chance to turn a lot of people into true followers

6 Hero Video Example: Cricket Wireless, Fill My Basket Branded Documentary

7 Help Videos These videos are helpful they answer questions that pertain to your brand What questions do your potential customers put in their general search bar? Answer them through video By drawing in people who have questions that are relevant to your product or service, you re attracting a highly targeted audience who is more likely to follow your brand s channel 4 out of 5 customers find demo videos helpful (Animoto) Lending a hand through video creates a positive customer experience

8 Help Video Example: NACS, What to Do In Atlanta Video

9 Hub Videos Your brand s regularly scheduled episodic series Give a fresh perspective on your target s passion points and motivate viewers to subscribe to and regularly visit your channel If your brand is able to create an engaging, regular series, you re using an extremely effective way to create brand loyalty

10 Hub Example: My Beauty, My Say by Dove

11 Optimizing Video for Search to Ensure the Widest Possible Reach

12 Utilizing Keywords Use keywords in your video description Similar to keywords in your title, keywords in your video description will help maximize reach Use keywords in video tags Use keywords in video tags. Tags help you rank for your target keyword in terms of getting to the right related videos sidebar more frequently

13 Finding Your Niche Specificity is key Instead of trying to rank for a term like fitness, focus on specific topics that will be less competitive and more relevant, like indoor fitness workouts for women Look at YouTube suggested search terms For example, if your topic is magic tricks, you can type magic tricks into the search bar to see what users are searching for Use keyword search tools (i.e. Google Keyword Planner) These tools can help you understand how keywords rank across different platforms

14 Captions and Thumbnail Add closed captions instead of using YouTube s automatic captions This not only makes your videos accessible, but also allows your closed captions to be indexed by Google Pick an interesting thumbnail By choosing a compelling thumbnail for your video, more people will click to watch. Clickthroughs = Good SEO Paste your transcription in the description box This helps Google and other search engines to understand what your video is about

15 Customize your username Be Brand-Consistent Pick a username that will attract viewers based off the theme of your videos Shape your channel Customize your channel banner and logos so viewers get a good idea of your content YouTube also ranks channels, and a well-designed YouTube channel can increase your chances of ranking Create playlists Themed YouTube playlists can gain relevance for your video and increase your chance of gaining a spot on the related videos list Samsung YouTube Channel, 2016

16 Case Study: Yum Yum Videos Overview: Ranked #1 on YouTube s search engine page within 3 months Call-to-action Keywords in title Customized YouTube channel Used: Specific niche, keywords, compelling thumbnail, call-to-action, customized YouTube channel and logo High-quality, informative thumbnail Keywords in description Call-to-action to engage audiences in description Video transcript in description

17 Understanding YouTube Analytics and Using it to Inform your Content Strategy

18 Watch Time Reports: Average View Duration YouTube defines a view as a viewer who clicks the play button and watches for 30 seconds - Is that enough watch time for you to count it as a view? Average View Duration Shows how long your particular videos were watched by certain audience segments of your choosing Helps you understand how long your video content should be How engaged are your viewers?

19 Watch Time Reports: Audience Retention Video views are not linear videos can be replayed and rewound Audience Retention Report shows what sections of your video have been watched the most Helps you understand the parts of your video that are most confusing, boring or interesting - What are viewers replaying? - What parts are viewers skipping over?

20 Watch Time Reports: Traffic Sources Where are your viewers coming from? Tells you the effectiveness of your video campaigns Videos with successful organic YouTube SEO will have referrals from YouTube Search and Suggested Videos If you re cross promoting your video, you ll see what campaigns and what platforms are bringing in invested viewers

21 Engagement Reports: Subscriptions & Playlists Subscriptions: A subscription is another channel that wants to make sure they never miss one of your videos They don t have to rely on SEO to find your video Playlists: Other channels can make playlists of different videos This metric measures how many times your video has been added to a playlist Helps your reach: the other channel s subscribers can see your video in their playlist

22 Engagement Reports: Likes, Dislikes & Comments Likes and Dislikes What do they mean to you? Dislike may not be a bad thing: it s good to open up conversation on your video. Get in the mindset of your viewer. Why might they press the dislike button? Make sure you answer and acknowledge people s comments Videos with high engagement ratings in Likes and Comments see an SEO Boost

23 4 Key Takeaways Hub-Hero-Help content strategy helps you build and maintain an audience with 3 distinct kinds of video content Use keywords in your description and title, and make sure you upload your transcript and captions to rank highly on YouTube searches Watch Time Reports indicate the success of your video beyond the number of views it has Engagement Reports indicate how much value viewers see in your content