B2B Video: How to Optimize B2B Video for YouTube & Facebook
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The document outlines seven key rules for optimizing B2B video content on platforms like YouTube and Facebook. These rules emphasize understanding platform differences, effective uploading techniques, the importance of metadata, channel optimization, strategic calls-to-action, leveraging paid advertising, and utilizing live video features. It aims to enhance video marketing effectiveness by addressing audience engagement and maximizing reach across different social media platforms.
B2B Video: How to Optimize B2B Video for YouTube & Facebook
- 1. 7 Rules for Optimizing B2B Video on YouTube & SocialVIDEO M K T G & S A L E S S U M MIT FA S T F W D
- 2. VIDEO M K T G & S A L E S S U M MIT FA S T F W D Mark Robertson § 17 years in Internet marketing – Focus on SEO § 10 years in online/digital video leadership § Founder @ ReelSEO (TubularInsights.com) § Co-Founder @ Little Monster Media § Twitter: @MarkRRobertson § Site: http://LMon.co
- 3. VIDEO M K T G & S A L E S S U M MIT FA S T F W D Agenda – 7 Rules 1 Get to Know the Platforms 2 Uploading Considerations 3 Metadata Matters 4 Optimize Your Presence - Channels/Pages 5 CTAs & Linking 6 Leverage Paid Video Advertising 7 Jump in Live & Stay-Tuned
- 4. VIDEO M K T G & S A L E S S U M MIT FA S T F W D 1) Get to Know the Platforms
- 5. VIDEO M K T G & S A L E S S U M MIT FA S T F W D Social Video Is Where It’s At, Dude Source: Trusted Media Brands “The Future of Digital Video” | July 2016 Marketers give social platforms a 10% Lead. Facebook, the video leader
- 6. VIDEO M K T G & S A L E S S U M MIT FA S T F W D Differences YouTube: • Mature & diverse • Video 1st destination • Search is big • Short & long-form • Google exposure Facebook: • Social 1st = sharing ease • Videos auto-play • Primarily short-form • Emotional content
- 7. VIDEO M K T G & S A L E S S U M MIT FA S T F W D Consider Discovery: Pull vs Push
- 8. VIDEO M K T G & S A L E S S U M MIT FA S T F W D AutoPlay + Feed = First 3-10 Sec Counts Source: Facebook Marketing Science Analysis of 173 Nielsen Brand Effect Studies, March 2015 65% who watch first 3 sec. of a video will watch for >10 sec.
- 9. VIDEO M K T G & S A L E S S U M MIT FA S T F W D Facebook Views Vs. YouTube Longtail Facebook Views: 68% of Views in first 7 Days, 87% of Views in first 30 Days Data via Tubular Labs | Videos Uploaded to Facebook on Sept. 30th, 2016
- 10. VIDEO M K T G & S A L E S S U M MIT FA S T F W D Source: Mark Robertson & Data via Tubular Labs | Top 10K Most Engagements, English, Uploaded Q2 2016 Content Differs Across Platforms
- 11. VIDEO M K T G & S A L E S S U M MIT FA S T F W D Successful Social Video Content Differs Content Types • YouTube – Diverse – many types of content • Social – Narrow – content evokes emotion (inspirational, etc..) Duration: - YT = short-form & long-form - Avg. 10X longer than Facebook - FB = primarily short-form - Avg. range 30 sec-2min
- 12. VIDEO M K T G & S A L E S S U M MIT FA S T F W D What’s Common • Mobile consumption ↑ • ↓ Attention spans • Watch-time rewarded • Involvement is critical • Know your audience • Get to the point
- 13. VIDEO M K T G & S A L E S S U M MIT FA S T F W D Mobile Now Totally Dominates Source: Comscore’s 2017 U.S. Cross-Platform Future in Focus
- 14. VIDEO M K T G & S A L E S S U M MIT FA S T F W D Algorithms Reward ⇡ Watch-Time 12/2012 - YouTube changes algo to reward “Watch Time” 6/2014 - Facebook confirms time-watched as algo factor What does this mean? - YouTube = overall session time – consists of multiple facets - Desire to keep users on their platforms - Downside if your goal is to primarily drive traffic off-platform Tips: - Be concise and engaging - YouTube = Drive users to videos in playlist player - Minimize off-site linking
- 15. VIDEO M K T G & S A L E S S U M MIT FA S T F W D Across Platforms = Start With A Bang Drive Immediate Interest: • Use Compelling Opening Shots • Close-ups of Faces • Use Strong Visual Cues • Clear CTA to “Watch” In Post Copy • Use Big Font Text Overlays • Use Text Cards to Advance Narrative • Tease First • Branding and/or bumpers secondary
- 16. VIDEO M K T G & S A L E S S U M MIT FA S T F W D 2) Uploading & Format Considerations
- 17. VIDEO M K T G & S A L E S S U M MIT FA S T F W D Uploading YouTube Why Upload Directly vs. APIs? • OK if set to scheduled, private, unlisted • Change metadata - Unique copy • Take advantage of other features • End-cards/custom thumbs/etc. Most Importantly: • YouTube success = direct participation Tips: • 16x9 (widescreen) primary aspect ratio • Most files accepted – use highest quality • Supports up-to 8K, 360, and more.
- 18. VIDEO M K T G & S A L E S S U M MIT FA S T F W D FB: Upload Video Directly (Natively) Upload natively vs. sharing - Available years ago - Took off in 2014 - 84.5% videos on FB in 2016 (v. YouTube, Vimeo, others Source: Quintly’s Facebook Video Study 3/10/2017 | Data = Full-Year 2016
- 19. VIDEO M K T G & S A L E S S U M MIT FA S T F W D Facebook: Design for Mobile Feed 16:9 3:4 1:1 Vertical
- 20. VIDEO M K T G & S A L E S S U M MIT FA S T F W D The RISE of VERTICAL & 1:1 (Square) Data via Mark Robertson | Top 25K Most Engaged Videos Uploaded Q3 2016 via Tubular
- 21. VIDEO M K T G & S A L E S S U M MIT FA S T F W D Facebook: Mobile App + AutoPlay = Visual 1st, Audio 2nd • Videos with captions average 12% more watch-time 1 • As much as 85% of views happen with sound off, according to multiple publishers. 2 Embrace Silence: • Text Overlays • Quality audio still important • Place important sound bites after 3 sec. • Most users will not rewind Sources: 1) Facebook 2) http://digiday.com/platforms/silent-world-facebook-video/
- 22. VIDEO M K T G & S A L E S S U M MIT FA S T F W D 3) Metadata Matters
- 23. VIDEO M K T G & S A L E S S U M MIT FA S T F W D Titles Description Social Msg. Tags CC Others YouTube (Required) 100 char max (Optional) 5K char max Usually Title + Thumb Customizable 500 char max Yes & Transcripts Category Location Recording-Date Video credits Licensing Thumbnails Facebook (Optional) 65 char max (Optional) 63,206 char max 480 shown… (Optional) 8 tags max Yes .SRT req. Thumbnails Location #Hashtags @Friends @Pages Instagram NA NA Caption (optional) editable 2200 char max NA NA Thumbnail Location #Hashtags @Tag/Mention Twitter No No Caption (optional) editable - short time 140 char max NA NA Location #Hashtags @Mentions
- 24. VIDEO M K T G & S A L E S S U M MIT FA S T F W D Optimizing YouTube Metadata Remember Pull (Search) + Google • Titles #1 - relevant & compelling • Put branding last • Put keywords 1st & in order: • Titles, descriptions, and tags • Tags important (search & related) • Include keyword phrases • Focus on 1-2 main keywords • Leverage CC/Subtitles • Test & leverage translations • CC/Subtitles • Metadata • Always – Optimize Thumbnails
- 25. VIDEO M K T G & S A L E S S U M MIT FA S T F W D Optimizing Social Video Metadata Remember Primarily Push (Newsfeed) • Focus on message/caption for feeds • Short & sweet • Elicit Emotion • Try headline analyzers • Include Strong CTA to Watch • Optional fields = Required • Titles & Tags important for search & related • Tag people & companies • Try # (especially tw/in) • Always – Optimize Thumbnails • Do NOT directly solicit reactions
- 26. VIDEO M K T G & S A L E S S U M MIT FA S T F W D 4) Optimize Channel/Pages
- 27. VIDEO M K T G & S A L E S S U M MIT FA S T F W D YouTube Channel Best Practices 1. Channel icon/avatar – most visible across 2. Links – take advantage 3. About page – shows in search 4. Subscriber trailer = your intro 5. Curate meaningful playlists 6. Related channels
- 28. VIDEO M K T G & S A L E S S U M MIT FA S T F W D Facebook Page: The Video Tab 1. Consider prominently featuring ”Videos” Tab 2. Consider CTA to “Watch Video” (Keep on FB if possible) 3. Create Featured Video 4. Create Organized Playlists
- 29. VIDEO M K T G & S A L E S S U M MIT FA S T F W D Multiple Facebook Pages? Many B2B utilize multiple pages • Verticals, horizontal, geography, etc.. Consider enabling video crossposting
- 30. VIDEO M K T G & S A L E S S U M MIT FA S T F W D 5) CTAs & Linking Tactics
- 31. VIDEO M K T G & S A L E S S U M MIT FA S T F W D YouTube Linking & CTA Options • 1st – Enable associated website feature • Descriptions • Use full text URL – http:// • Consider URL shortening & customizing • Annotations dead = use info cards (avoid 1st 10 sec) • End screens • Pinned comments • In-Video (text/oral) Remember: keep in mind session watch-time
- 32. VIDEO M K T G & S A L E S S U M MIT FA S T F W D Social Video Linking & CTAs Facebook • Link in description/message • 67.24% contained outside links • Links in comments • In-Video (text/oral) • Paid advertising Instagram • Not clickable (except bio) • “See link in bio”
- 33. VIDEO M K T G & S A L E S S U M MIT FA S T F W D 6) Leverage Paid Distribution
- 34. VIDEO M K T G & S A L E S S U M MIT FA S T F W D Google AdWords for YouTube Ways to Leverage YT Ads: • Awareness & CTA • Drive views & subscriptions • Retargeting: • Website visitors • Video viewers • Channel visitors • Video viewers • Commenters, likes, etc. • Experiment sequential retargeting
- 35. VIDEO M K T G & S A L E S S U M MIT FA S T F W D Facebook Video Advertising Tips • Create educational & inspirational videos • Consider testing silent versions • Integrate call-to-action • Use optimized CPM (oCPM) for video ads • Use Custom Audiences • Consider contact targeting – Emails lists • Retarget w/FB Pixel (websites) or SDK (apps) • “Look-alike audiences” • Start Video Ad Boosting when engagement ratio >2-4% = Cheaper • Look into FB Dark Posting for A/B and Multivariate Testing • Remember to test & measure
- 36. VIDEO M K T G & S A L E S S U M MIT FA S T F W D 7) Jump in Live & Stay Tuned
- 37. VIDEO M K T G & S A L E S S U M MIT FA S T F W D The Rise of Live Streaming YouTube • 2011 – Beta Live-streaming capability • 2/2017 - Available to channels >10K subs Facebook Live • 4/2016 - Available to all via mobile • 3/2017 - Available to all via desktop Instagram • 11/2016 - Available to all via app • 3/2017 - Ability to save live videos Twitter • 12/2016 - Available via mobile - by Periscope • 3/2017 - Live video API available
- 38. VIDEO M K T G & S A L E S S U M MIT FA S T F W D B2B Live Streaming Content Ideas Types of Content: • AMA/Q&A • Product/Service Announcements • A Peek Behind the Scenes • Events/Conferences • Scheduled Demos & How-tos • Live-stream Your Customer Service • Consider 360 Live video
- 39. VIDEO M K T G & S A L E S S U M MIT FA S T F W D Live Video Tips & Considerations • Promote in advance so people know to tune in • Engaging Introduction – perhaps conduct poll • Keep the (late) audience up to date and engaged • Interact via speaking to them and/or comments • FB recommends >20 minutes (<4 hours) • Ask live viewers to subscribe • Ensure adequate bandwidth & good audio quality • Use copyright-free music, or buy a license • Check reactions to previous live-streams
- 40. VIDEO M K T G & S A L E S S U M MIT FA S T F W D Stay-Tuned: Platforms Evolving FFWD In just the past few weeks/months : - 9/2016 – YouTube confirms AI in algorithm - 11/2016 - Instagram introduced live-streaming - 12/2016 - Live 360 launches on Twitter via app - 3/16/2017 - YouTube VR enhancements - 3/24/2017 - YouTube sound-effect detection - 3/28/2017 - Facebook launched stories
- 41. VIDEO M K T G & S A L E S S U M MIT FA S T F W D Contact Me § Twitter: @MarkRRobertson § Website: LMon.co Thank You!