Posts

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.

________________________________________________________________

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

 

Monetizing Video Tips and Concepts from an Unexpected Place

I know this might seem a little bizarre but I promise you there is nothing gross or untoward about this article… there is only good information.

To me, it is an example of how interesting concepts can come from unexpected places.

So with that in mind, please check out what I saw the other day at a Japanese restaurant in New York City.

Talk about your captive audience… now whether you think this is brilliant advertising or ridiculous (there are good arguments for both), I would like to use this image as a visualization for how to monetize a message.

What? Yeah… I am going there.

The monetization of this is pretty clear. The guy is well … occupied… so if you stick a message in front of him there is a good chance he will read it. Add in the fact that the message may have something to do with what he is trying to do and DING DING DING you have a winner!

Online video can be this simple. A well optimized video will pop up in organic searches or even be delivered to a target audience through an AdWords for Video campaign (to name just two strategies).

But this is where the online world provices even more opportunities to monetize.

So, let’s say you get a bunch of views on a video… suddenly the place where that video sits is considered a high traffic area and could be used to sell ads. Then, you could leverage that traffic and increase your audience on other sites. This could be done by using social media (i.e. Facebook, Twitter, Pinterest, etc) or a newsletter or a blog a customized landing page or even website. More begets more. You could even charge a membership fee in order to access your unique content.

All the studies are showing whoever your audience is… they potentially could be watching your video (Click the video below for more on this).


There is also a ton of money being made on the back end of online video. One example here is bandwidth. The more traffic a site gets, the more video it has to feed, the more bandwidth it is using. That is how companies like Brightcove, Kaltura, etc… add to the coffers of their subscription plans. In fact, while I was roaming the floor of Streaming Media East one company spokesperson told me they are really in the “bandwidth business.”

In the meantime, other companies see an opportunity here and are looking to shrink the file size of the videos that would be streamed on Brightcove, Kaltura, etc…. Because if the quality can remain high but the file sizes can be cut in half then the videos would conceivably rack up half of their current bandwidth budgets. An interesting sub-strategy in the online video game.

So why is the video marketing guy yammering on and on about how the online video business is monetizing?

Well let’s go back to that picture on the bathroom wall.

Before anyone agreed to put that ad in a bathroom, those involved in the decision understood where the ad would live and how the audience would likely interact with it.

So using the same logic, if you understand the business environment for online video (i.e. how it is being monetized) it will help you get the most lift out of how you want to use online video.

Here’s another way of looking at it (going back to the men’s room picture).

The same concept would not really work in a women’s bathroom for a number of reasons … perhaps the real moral of this story is that women are just a little more evolved then men after all.

Pinterest: A Video Journey

Week #3 — March 19, 2012

The Kony video didn’t really get any traction so I decided to play with some other approaches in order to maximize the video marketing potential of Pinterest. In the process I came to a pretty obvious realization.

Also, I was testing out a new interactive video player/platform call Viewbix check it out and tell me what you think.



Week #2 — March 12, 2012

I was still on the waiting list after a week  and learned a quick way to work around the waiting list is to have someone send you an invite. So, I asked a friend and then within minutes I became Pinterest legit. So my video journey continues.

Please look at the video to see what I did next. If you don’t see a video below click here to watch it.



The date is Saturday, March 3, 2012 and I am about to become trendy by trying to join Pinterest. I say trying to join because I am now on the waiting list (see picture).

 

So, I am on the waiting list… how long will it take for me to become legit… a prize if you guess it right!

For those who haven’t been swept in by the latest trend in social media, Pinterest is (by their own description):

“… a virtual pinboard. Pinterest allows you to organize and share all the beautiful things you find on the web. You can browse pinboards created by other people to discover new things and get inspiration from people who share your interests. People use pinboards to plan their weddings, decorate their homes, and share their favorite recipes.”

It is basically a new way of sharing your favorite images and videos with the world without sounding like it is all about you.

And the most common stat associated is this: “Pinterest drives more referral traffic than Google+, YouTube, and LinkedIn combined” … Pretty Amazing!

So, please come and explore with me as I dabble in the web’s latest social media wonderland … all updates will follow below in order of when they happened.