2. What is a viral video?
Wikipedia:
"A viral video is a video that becomes popular through
the process of Internet sharing, typically through video
sharing websites, social media and email.”
Why should marketers care?
FREE Awareness?
FREE Views? 2
3. The Whole Hog of A Viral Video
Brain Ribs
Tail
Heart
Underbelly
3
4. Agenda
The whole hog of a viral video
• Heart: creating good content
• Ribs: social outreach and sharing
• Underbelly: robots and incentivized views
• Brain: engineering it with data
• Right Feed: paid YouTube ads
• Tail: luck
4
9. Good content is often a steady view earner
• Know your targets intimately
• Example: Build Direct from Canada
9
10. Steady view earners deliver better ROI
• Know your targets intimately
• Example: Build Direct from Canada
10
11. The Ribs: Social Outreach and Sharing
Brain Ribs
Tail
Heart
Underbelly
11
12. Real virality is often smaller
541,296 times
shared on
Facebook
12
13. The ribs: social outreach and sharing
Passionate Cross-
Relevance Subscribers Participation
Enthusiasts pollination
Connecting to your real target audience
Make relevant content
Lobby tastemakers and find passionate enthusiasts
Build subscribership
Encourage participation
Use cross-pollination of email, FB, Twitter, Pinterest, G+
13
14. Seeding promises
“Get your video seen by the right people.”
“We generate millions of monthly opt-in views on
social networks, mobile devices and YouTube.”
“We use proprietary technology to turn target
audiences into engaged viewers and engaged
viewers into customers.”
14
15. Caveat emptor: Seeding can be seedy
A supposedly “organic”
blog post generated by a
seeding campaign.
“…XYZ — the viral
video house behind
this clip. XYZ knows.
Shop at XYZ.”
15
16. What are you getting when you seed?
Click-through rates for
a seeded campaign:
Views: 284,894
Click-throughs: 17
CTR: 0.006%
Compare to average
YouTube ad
CTR: 3.5%
16
24. Understand the audience and competition
Look at metrics on:
• Audience size
• Most popular content
types and sub topics
• Social media
reactions
• Viewer sentiment
• Traffic Sources
24
25. Metadata: what matters and why
• Titles
• Tags
• Descriptions
• Target links
• Annotations
25
27. The Right Feed: Paid Ads
Brain Ribs
Tail
Heart
Underbelly
Feed
27
28. Paid, owned and earned media work together
Promoted
Video Ad
YouTube Ads YouTube Channel Social Sharing
Much more cost- A video channel Build a community
effective than TV and that you own and around your video
online display ads control fully content
Website
Driving conversions
through highly qualified
website traffic
28
29. YouTube ad placements: Choose carefully
Best practices:
1. Use varying formats (search,
in-display, pre-roll)
2. No need to stick to 30-
second spots
3. Use time of day according to
target
4. Geographic focus if
necessary
5. Don’t always optimize for
direct website clicks
29
33. Engineering results: It all works together
Organic YouTube Traffic
Pre-campaign Campaign
Channel subscriber growth
Pre-campaign Campaign
33
34. Summary
• Heart: Know your audience before you create
• Ribs: Share the passion and seed carefully
• Underbelly: Don’t do it
• Brain: Track and clone yourself to success
• Right Feed: YouTube ads done right are
worth it
• Tail: Be ready when luck happens
34
35. Get this presentation?
Go to pixability.com/sxsw2013
• Bettina Hein, Founder and CEO
Email: hein@pixability.com
Phone: (617) 395 1461
@bettinahein
• Rob Ciampa, VP Sales & Marketing
Email: rob@pixability.com
Phone: (617) 774-9600
@robciampa
35
36. YouTube Advertising: How It Works
1. Select: 2. Place: 3. Call to Action:
Choose one or Put ads where Users can click through
several of your YouTube your target audience to your website for more
videos as ads. already is. information.
Value for money: Charged per engaged video view, not per click or
impression
Extremely flexible: Various cost per view (CPV) ranges available
depending on format and targeting
36
38. When should you buy incentivized views?
• Never to inflate
views
• Awareness only
– do not expect
any action
• When there is a
good match of
demographic
• Example:
promotion of
video game
launch on
gaming site
38
Hinweis der Redaktion
This is NOT actually a viral videoHeineken paid for these views
In the real world, most marketers have to earn their audience. You can still get a ‘viral’ effect or free views if you produce content that people care about. This is a really small online building materials company from Canada that is giving Lowes and The Home Depot a run for their money.No, a simple video that caters EXACTLY to the needs of your audience is much more important. Kevin Doohan from Machinima will tell you more:Machinima may not have the largest audience, but they know their young male audience better than anyone.
Free exposure to the right audience: Slow burners are better than spiking and then crashing and burning
For example, haul channels frequently do give-aways of productsAnswer relevant questions: how to apply certain make-up, how to solve home improvement quandries
What is seeding?
One of our customers sprang for a seeding campaign. Any they got lots of views: almost 300k but only 17 clicked through to their site. The average YT ad campaign gets you 3.5% click-through.Beware when someone tells you that they’ll get this done for youMany operators pay people to blog about your video and include the video in the postsIs social sharing an end in itself? Even if those shares are happening in Hungary?
Read quotesThese sites pay people that are desperate to earn a few bucks to watch you videos. Is this really the kind of audience that you want?Mention Facebook games – in game advertising might work if you are advertising snack food or a new game. Just be watchful about the demographics.
So how
How many people are watching?How are people finding your content?Who is watching?How in-depth is the content that they are watching?
Go slower here….How do I find out what the right content for my audience is? You don’t necessarily have day-long creative forest retreats to find out what works, you can look at audience data (like our Caffeine software) to find out what people are watching
So earlier I dissed certain types of paid views. Does that mean you shouldn’t pay for views? NOOO. But if you do it, YouTube is a unique ecosystemItallows for marketers to do precise targetingIt allows you to use your paid media spend to very deliberately increase the organic part of a brand’s video strategy.Promoted views fuel your earned media views by making these videos rank higher under ‘recommended videos’Those views drive more viewers to your channel, thereby increasing your views even more
Example: beer ad at 6 am?
Mentos
Add Mentos
Incredible and on-brand message
Does it have to be Gangnam Style to be successful?