The document provides tips and best practices for creating and distributing online video content. It discusses the benefits of online video such as being targetable, measurable, and in real time. Younger generations are more likely to adopt new technologies. Video ads targeted at older users have higher completion rates. Videos should tell a story and engage, educate, and entertain viewers. Videos that are around 1 minute perform best and video is usually complementary to other content. The document also discusses various online video platforms and analytics tools for measuring video performance.
8. ONLINE VIDEO IS:
• Targetable
• Measurable
• Real Time
SOURCE: Tod Sacerdoti (2010)
9. You have a portable video
production studio in your pocket.
10.
11. GENERATION BORN * AGE
Baby Boomers’ 1946 – 1964 50 +
Generation X 1965 – 1981 30’s – 40’s
Generation Y 1982 – 1999 20’s – 30’s
Generation Z 2000 + 12 -
*Experts differ on the start dates of Generation X , Y and Z.
12. 52%
OF THE WORLD’S POPULATION
IS UNDER 30-YEARS-OLD
SOURCE: Census 2010
13. YOUNGER GENERATIONS ARE THE
FIRST TO ADOPT
NEW TECHNOLOGIES
SOURCE: NewMedia TrendWatch November 2012
14. BOOMERS’ ADOPTION OF
NEW TECHNOLOGY
DRIVES GROWTH
SOURCE: NewMedia TrendWatch November 2012
15. Video ads targeted to children ages 6 to 14 had the
highest video ad click through rate at 3.5%,
but the lowest rate of viewing to completion.
SOURCE: NewMedia TrendWatch November 2012
16. Ads targeted at older users (35 +)
had a 77.4% completion rate.
SOURCE: NewMedia TrendWatch November 2012
17.
18. “Storytelling is the most
powerful way to put ideas
into the world today.”
- Robert McKee
19. EVERY VIDEO SHOULD HAVE AN
INTRODUCTION, BODY AND
CLOSING
SOURCE: http://www.youtube.com/watch?v=7xK9qv611sU
23. REASONS PEOPLE SHARE
1. Answers a question, or evokes an
emotional response
2. Hot topic
3. It aligns with their idenity and how they
want to be perceived
4. Helps to maintain and grow relationships
24. REASONS PEOPLE DON’T SHARE
1. Too much branding
2. Toxic topic
3. Depressing topic
4. Sex, violence and profanity
25. HOWEVER I THINK
MOST PEOPLE
LIKE SEX
SOMETIMES THEY DON’T WANT PEOPLE
TO KNOW HOW MUCH THEY LIKE IT
26. REASONS WHY ONLINE VIDEO
IS COMPELLING & PERSUASIVE
1. The Fusiform Facial Area makes us pay
attention to faces
2. Voice conveys rich information
3. Emotions are contagious
4. Movement grabs attention
SOURCE: Dr. Susan Weinschenk (theteamw.com)
34. WHAT’S THE DIFFERENCE
• Ease of encoding
• Video quality
• Compression size
• Cost to use (FREE for Now)
35. H265 - HEVC
(High Efficiency Video Coding)
• Expected to be NEW video codec
standard (half the bitrate)
• Mobile Device focused
• 4K and 8K support
• Requires new hardware
• Mid-2014 before widespread use
36.
37. OVER
1 TRILLION VIEWS
IN 2011
• 72 HRS OF VIDEO UPLOADED
EVERY MINUTE
• OVER 4 BILLION HRS WATCHED
EACH MONTH
SOURCE: YOUTUBE.COM/PRESS_STATISTICS
38. TRAFFIC FROM MOBILE DEVICES
TRIPLED IN 2011
*YOUTUBE APP REMOVED FROM iPHONE 5
39. 3 HRS OF VIDEO IS UPLOADED
PER MINUTE TO YouTube
SOURCE: YOUTUBE.COM/PRESS_STATISTICS
40.
41. HOST = WEBSITE VIDEO + SEO
• CONTROL
• BETTER MEASUREMENT
• GENERATE DIRECT TRAFFIC
http://ajwood.com/
42. POST = SYNDICATION VIDEO + SEO
• LARGE AUDIENCE
• ORGANIC & UNIVERSAL SEARCH
• MULTIPLE SERPS (Search Engine
Results Page)
http://www.youtube.com/ajwood2001
43. A.J. WOOD
19,201
SUBSCRIBERS
FEB 2013
17,007
SUBSCRIBERS
DEC 2012
http://www.youtube.com/ajwood2001
44. A.J. WOOD
1,998,204
VIDEO VIEWS
FEB 2013
1,831,608
VIDEO VIEWS
DEC 2012
http://www.youtube.com/ajwood2001
49. 2 New Members / sec
(172,800 Members / day)
SOURCE: LinkedIn Press Center
50. Caption Your Videos
To expand your audience and
increase SEO
SOURCE: kb.wisc.edu
51. Captioning Best Practices
1. Sync captions to the audio
2. Captions appear on screen long enough to
be read
3. Provide transcripts
4. DON’T Cut words or sound effects
SOURCE: kb.wisc.edu
52. Benefits of Captioning
1. Accessible to aurally impaired and non-
native speaking viewer
2. Allows sighted viewers to read in loud or
crowded spaces
3. Increased SEO (Search Engine Optimization)
4. Increase in watching the complete video
SOURCE: kb.wisc.edu
53.
54. CHECK ANALYTICS
• WHERE DO VISITORS TO
YOUR VIDEO PAGES
ARRIVE FROM?
• WHAT % OF TRAFFIC
COMES FROM SEARCH
ENGINES?
SOURCE: MARK ROBERTSON JUNE 2009
55. TEST SEARCHES
DO YOUR VIDEOS APPEAR IN
SEARCH ENGINES?
SOURCE: MARK ROBERTSON JUNE 2009
56. MONITOR BEHAVIOR
WHAT % OF VISITORS ARE
LINKING TO YOUR VIDEOS
OR SHARING?
SOURCE: MARK ROBERTSON JUNE 2009
57.
58. STUDIES SHOW USERS
CAN GET VERY
ANNOYED WHEN
WEBSITES AUTOPLAY
VIDEOS
“I hate it when they do that!”
SOURCE: NORMALMODES.COM
59. 1. KNOW YOUR AUDIENCE
2. TELL A STORY
3. KEEP IT “REAL”
4. KEEP IT SHORT
5. COMPRESS IT
6. PUT IT ON YouTube
7. HOST AND POST
8. SOCIALIZE
9. MEASURE IT
10. DON’T AUTOPLAY