The Power & Nature of Web Video by Mark Robertson

QUICK & EASY VIDEO
The Power & Nature of Web Video
Mark Robertson
Founder, ReelSEO
@markrrobertson

@markrrobertson #smx #33C
Mark Robertson
• Founder, ReelSEO.com
• Web Video Consultant
Who’s This Guy!

00:09
VIDEO IS HERE TO STAY
Question: How Many of You HATE Online Video?

0
10
20
30
40
50
60
70
80
90
100
Approves of Video Dissaproves of Video (also
dislikes children & ponies)
99.9% of Humans Like Online Video
99.9% of Respondents
0.01% of Respondents
Scientific Research Suggests Humans Like Video

You Are Not Alone
Source: SEMPO Survey 2012 Trends in Search Marketing
>78% of Agencies
Say Video Search
Trend Significant

Video is Now Top Investment Priority

Content Marketers Have Taken Notice
• Video is now the 6th Most Popular content marketing tactic
Source: 2012 B2B Demand Generation Benchmark Report Jan. 2013

Video Dominates Search Results
Source: Searchmetrics "Universal Search Results in the Google SERPs - Review 2012 and Forecast 2013”
Universal results
serve video results
more than any
other type.
Takeaways =
• SEO video landing
pages
• Schema markup
for video
• Sitemaps for
video

Videos = Link Bait
• Posts with videos
included will
attract almost 3X
more ILDs (In-
Linking Domains)
than a plain text
post.
Takeaway =
• Embed relevant
videos, even if
they’re not yours
Source: moz.com blog March 2012 – “Building Links with Video Content”

Opportunity > Cat-Nado Videos

Opportunity > Beyond Awareness

Video Has Power Throughout the Marketing Funnel
Video Types
Branded Video, Instructional (How-to) Videos,
UGC Videos, Lifestyle Content
Company profiles, Product Demos, Video Case
Studies, Video Testimonials, Video Comparisons,
Training Videos, User Generated Videos, Video
FAQs, Corporate Image/Culture, Customer
Support, Thank you/rewards videos
Product Videos, Company profiles
Product Video Reviews/Testimonials

Video Has Power Throughout the Marketing Funnel
Zappos Video Strategy
• 250K+ product videos (and bloopers)
• How-to videos
• Brand marketing
• Internal communications
• Corporate culture
• User-generated product reviews

Zappos.com Video Results - Powerful
Zappos Video Results
•  Product page conversion
•  Returns
•  Customer satisfaction
Zappos Keys To Success
• Honest, personal, informative
• Diffusion everywhere
– Website, YouTube, Facebook.
“What works the best is the fact that our videos are very real.
There is value in being candid. There's an emotional connection
that can’t be captured via photograph or text”
– Laurie Williams, Zappos.com Video Product Manager

To be successful with web
video, you need to
understand what works and
what doesn’t.
Consider viewing habits
1. Lean forward
2. Short attention span
3. Multiple devices
Online Video Viewing Differs

• The classic disruptive marketing approach does not usually work.
– IE – repurposed TV Campaigns
What Content Doesn’t Work?

Create Magnetic Content:
• Not interruption marketing
• You’re competing with entertainment, friends, family, etc….
Tell a Story
• Does the story evoke emotion?
• Is the content unique?
• Is the content useful?
• Is the content well executed?
• Is the content conversational?
• Is the content honest?
• Is the content entertaining?
What Content Works?
http://www.youtube.com/watch?v=LJP1DphOW
Ps

What Doesn’t Work Here?
Title: “Easy Bruschetta Recipe: How to Make Quick & Easy Bruschetta”

>50% will leave before 1 min
Keep Them Interested

The First 15 Seconds -> GET TO THE POINT!!!

Branding Second, Tease First
Title: “How To Backup your Entire YouTube Channel”

YouTube Success: Views Vs. Time-Watched

Produce Videos in Series
– Producing several videos around one topic will increase the chances that
a viewer will click through several videos in that series.
Create Playlists:
– Be sure to create playlists to bundle the videos and present them nicely
on your Channel homepage sections. Viewers and the YouTube
algorithm itself will recognize videos in a playlist to be related.
Calls To Action:
– Don’t be afraid to tell viewers at the end of your video to check out your
other videos. You can either do that on-camera, with graphics or with
YouTube Annotations. It’s best to do all 3.
Takeaway - Provide Linear Viewing Experience

• When linking to videos in annotations, use playlist URLs
– youtube.com/watch?v=WOMLAAsUfJI&list=SP2AFC5B63A07B4534
– Can Increase session watch time via linear experience
– Better watch-page experience
#1 Tip for YouTube’s Time Watched

“We reached out to the top 50 people on YouTube who were making videos and
created a network of video bloggers. …92% of our traffic is organic and most comes
from YouTube,” said Jordan Blum, President - BeautyChoice.com”
views in < 2 years
Hyper-Target Existing Video Communities
WARNING:
Excellent strategy, but don’t just rely upon others. Control your brand reputation!

Supplier/Manufacturer Videos

Let Fans Create the Content – Crowdsourcing
airbnb – Hollywood & Vines

GoAnimate.com
Make An Animated Video

Animoto.com
Re-Purpose Photos

• Outsource Production:
– SoMedia.com
– StudioNow.com
– SmartShoot.com
– Local Colleges
– Craigslist
– Fiverr
• Data-Driven Video
– SundaySky.com
– Treepodia.com
– Stupeflix.com
• Screen Capture:
– Record Webinars
– Camtasia (Mac, PC)
– Screenflow (mac only)
Quick/Easy Video Sourcing Ideas

Last Tip – Have Older Videos on YouTube?

The Power & Nature of Web Video by Mark Robertson

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The Power & Nature of Web Video by Mark Robertson