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The Ins and Outs of YouTube: Helpful Tips on Using the Internet’s Largest Video Platform.

Imagine you walk into a restaurant you’ve been dying to try. You’ve read the reviews. Your friends rave about it. You’re starving. Game on. You reach for the menu with palpable excitement, but it’s all over the place. Main courses mixed in with drinks. Appetizers thrown in on the dessert section… this should be simple! All of a sudden your hunger and excitement turn to anger and frustration. Next thing you know you’re walking out the door and on you’re on your way to a venue where you know what to expect.

Before you start wondering how any of this relates to video. Let me tell you, this has to do with more than video. It has to do with the way we need to think about serving up content and organization.

 

Think about it. When it comes to video, your audience is more likely to hit play, watch and take action when it’s served up in a way that’s simple and enjoyable to consume.  What sort of videos, whether it be product-based/ company or industry related depends on your specific goals. Mad Bear Productions CEO, Glenn Zimmerman says there IS a rule of thumb we can all follow when it comes to our YouTube video collection.

” How-to/demonstration videos are a great way to increase your brand awareness and develop that trust with your prospect. Entertaining videos of shareable moments or amusing experiences are also great for YouTube. While, it is important to also drive a stake in the ground with an About Us video to say this is who we are and what we stand for, a business should not expect those type of videos to get high numbers on YouTube. YouTube is all about how do I do something and entertainment. If you are using YouTube for About Us Videos then understand you are purely using YouTube as a hosting platform for your video and not as a marketing platform. There are certainly exceptions to this rule (e.g. if an About Us video is particular amusing or memorable) but for the most part this is the rule of thumb.”

Too Much of a “Tube” Thing

Too much of anything will tip the scales negatively at times. Mind you, this is NOT a knock on YouTube, but let’s face it, there is just so much content to consume. And one of the downsides is getting viewers to watch branded content has become more difficult. Think supply and demand. But there is a way to keep your videos in check. The proof is in the pudding. Your videos effectiveness lies in the metrics.

  • YouTube certainly does its part to provide useful analytics. Take note of the hard data from Google and YouTube Analytics. They will quantify which content of yours is working and lead the way for making more of it in the future.
  • Another great analytical tool from YouTube is Brand Lift. Google’s Brand Lift solution measures the moments that matter—from initial impression to final conversion—with the metrics that matter, like brand awareness, ad recall, and consideration. You’ll glean insights within a matter of a few days, so you can adjust your YouTube campaigns according to what’s working in near real time.

The Icing: Think VR

Don’t miss out on dessert. VR is the sweet spot. And if it’s any indication of how quickly Virtual Reality is sweeping the content world, YouTube is now investing in creating an awesome virtual reality (VR) platform.

VR offers an immersive way to reach your audience. Standing out with distinctive content can be difficult, but VR makes it possible. (See our blog: Virtual Reality Success for Business)

  • Health care, real estate, architecture, military and education are clear fits for VR content.
  • Industries such as entertainment, travel, automotive, beauty, fashion and consumer technology should all be thinking VR. Wherever the product or service is visual or experiential, or where the market skews younger; then VR makes sense.

VR is still relatively new  for marketers, and it presents both opportunities and pitfalls. To get the best out of VR content creation, Zimmerman says:

“Since 360 video/VR is gaining traction, it is good to also produce some “regular” video (i.e. 1080 or even 4K). So capture some memorable behind the scenes moments (heck, even use the camera on your phone) and then use that content to get people excited about the new technology. You have to educate people first before they can dive in to something different.”

Think of your Content Strategy as a restaurant would its menu. Consider your audience first and then serve up the freshest and most relevant videos. Today’s consumer is a tad spoiled, so feeding their appetite and keeping them interested requires a strategy that is always one step ahead. And THAT is a recipe for success.

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About the Author: Roshni Hannon
Contact: roshni@madbearproductions.com

Her name means “light” and that is what she is… high energy, bright and fast. And yes… she does run regularly. While we’re not sure what she is running from (perhaps her two young kids) we know she’s covered a ton of ground. She was the Executive Producer for an award winning and number one rated morning show in Tampa for years. And now, she uses her unique blend of organization, storytelling and curiosity to help Mad Bear clients find their stories. Think of her as an architect, a story architect.

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Video Metrics: Measuring What Matters.

Your video is up and running, you’re starting to rack up views. What’s next? How do you actually measure the success of your video project?

Before you start measuring your video’s success, you must define what success means to you and your business. Hopefully, you set up a goal for your video project when you were creating your content. And you kept that goal in mind as you came up with a distribution strategy. Now’s the time to see if it’s all working. The key is find the right metrics to measure success. Was your ultimate goal to increasing brand reach, engage with your viewers, drive traffic to your website?

Engagement  can mean many different things. From social shares to comments to how long a viewer stays watching the video.

Watch time is a great way to measure your audience’s engagement. Ideally, your viewers will stay engaged throughout the entire length of your video. Most video platforms let you track your video’s watch time (the average amount of time viewers spend watching your video) or at least, whether or not viewers finished watching your video. YouTube and Facebook’s metrics go more in depth and let you see your viewers average engagement throughout the length of your videos with their Audience Retention metric. When looking at this metric you want to see a constant horizontal line from the beginning to the end of your video. If your purpose is to drive viewers to respond to a Call-to-Action (CTA) at the end of your video, then you need to make changes to ensure the viewer stays engaged until the end. This may mean revisiting your content, even, reconsidering the length of your video. The faster you can get to the point and deliver value to your viewer, the more likely your video is to succeed. Now, let’s talk about clicks.

Click Through Rates To make this a proper click-through discussion, your videos need to be clickable. If they are not, then there still needs to be some way to make sure your viewers followed your call to action. Perhaps you create a customized URL for each video or track in bit.ly.

Most likely, your video will have a Call-to-Action (CTA), whether that is a link to your website, a sign-up request, or an ad to buy a product or service – and if it doesn’t then it should. The Click-Through Rate is the percentage of viewers that clicked on a Call-to-Action in your video. This metric helps you keep track of the effectiveness of your CTA. If you’re getting views and viewers are staying engaged, but your video still is not driving action then you may need to tweak your Call-to-Action. Make sure you’re sharing video content with a clear and strong call-to-action that is valuable to your target audience.

Beyond the Click We’ve talked a lot of looking beyond the view in other words making sure you are tracking metrics that are more than just views. How about beyond the click? Essentially, the goal is to turn your leads into customers. Go a step further and see what actions viewers are taking after they watch your videos by using your website’s analytics tool. Are your videos driving traffic to your website? And is that leading to more sign-ups or more conversions? Video metrics are a powerful tool that can pinpoint areas where your video needs some sprucing up and whether or not the content is engaging for your target audience.  Choose your metrics wisely and keep a clear goal in mind when analyzing the data. If your video is not performing the way you expected, using the right metrics will help you identify the problems and make the necessary tweaks to get your video back on the track to success. Yes. We have highly simplified this post in order to get you thinking about video differently. There are tons of other strategies to make sure your videos are indeed driving the results. Please feel free to ask us any questions you may have… happy to help!

Need a little more? Please fill out the form below to get access to a video where Mad Bear’s President, Glenn Zimmerman, gives you a more in depth look at how our video strategy can bring your business mad results.

 

 


About the Author: Roshni Hannon Contact: roshni@madbearproductions.com Her name means “light” and that is what she is… high energy, bright and fast. And yes… she does run regularly. While we’re not sure what she is running from (perhaps her two young kids) we know she’s covered a ton of ground. She was the Executive Producer for an award winning and number one rated morning show in Tampa for years. And now, she uses her unique blend of organization, storytelling and curiosity to help Mad Bear clients find their stories. Think of her as an architect, a story architect.IMG_9991