Alex Debelov, Virool

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Alexander Debelov
@adebelov1 or alex@virool.com
Video Virology 101:
How to Produce, Test & Distribute
Content that Connects

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Alexander Debelov
• CEO of Virool
• Video Distribution Platform
• 52 Employees in SF, NYC, LA
and Russia
• Backed by: DFJ, Menlo &
500Startups
• Promoted videos for 38% of
Fortune 500
• Promoted over 45k videos to
date

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7MONTHSEARLIER

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ONEBIGDIFFERENCE
VIDEO

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VIDEOISTHEMOSTENGAGING
ADFORMATONLINE

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BUT
VIDEO
IS
HARD

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FOREVERY1VIRALVIDEO
THEREIS1,000,000+THATARENOT

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• Making Video for Startups
• Testing It
• Optimization
• Distribution
• Measuring Results
Agenda

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MakingVideoForStartups
EXPLAINERVIDEO ADVERTAINMENT
KICKSTARTERTYPE

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ExplainerVideoOnABudget
1. Write A Script – “Problem/Solution”
2. Voiceover – Hire a Pro on Elance ($30) or Fiverr ($5)
3. Storyboard – Draw out sequence of events
4. Animation – Use VideoMakerFX ($97), Wideo, GoAnimate,
Animoto, PowToon
5. Screencasts – Use Camtasia (free)
6. Music Track – Use Audio Jungle (paid) or FreeSound
7. Putting It Together – iMovie or Adobe Premiere

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ExplainerVideoSuccess
Grewfrom5Kusersto75KOvernight

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Hire Professionals
CreatingAdvertainmentVideo
Do It Yourself

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<3ProductionCompanies

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AdvertainmentVideoSuccess

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KickstarterType
1. Loud Noise at the start of the video
2. Happy people (customers) using the Coolest
3. Beautiful outdoor backdrop
4. Focused Product Shots (video quality)
5. Showed capabilities of the speakers
6. Highlighted benefits & features
7. Included call to action

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ONCEYOU’VECREATEDAVIDEO
YOUNEEDTO
TESTITSENGAGEMENT

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TestingVideoEngagement

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PayAttentiontoEngagement

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TestingisImportant,JustAskOraBrush
Over100+DifferentClipsTested

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TestingisImportant,JustAskOraBrush
Over2,000,000+ProductsSold

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EVENTHESMALLEST
ADJUSTMENTSMAKE
THEBIGGESTDIFFERENCE

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ThingsToOptimizeForIntheVideo
1. Thumbnail
2. Title
3. Description + Keywords

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Thumbnail
1. Test as a Banner Ad – Pay attention to CTR
2. Post few images on your Facebook – see which one
gets the most likes
3. Setup landing Page with Optimizely and run tests
against pages with different images. See which one
converts best

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Title
1. Longer Title > Shorter Title
2. Titles with Lists Tend to be Shared More. 10 is a
Magic Number
3. Make sure your Title is relevant your target
audience
4. Emotional Words in the Title Increase chance of
sharability

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VideoDistribution
Social GamesMobile Apps Native Pre-Rolls

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AdwordsforVideo
1. Make
sure
content
is
about
1:30
long
max
2. Make
sure
the
first
5
seconds
capture
users
a>en?on
3. Keep
your
content
short
and
to
the
point
(minimize
waste)
4. Look
at
compe?tors
ads
for
ideas
5. Define
the
ac?on
you
want
the
viewer
to
take
aKer
watching
the
video

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FocusonTrueView
Ithelpsgeneratevolume.Youdon’tgetchargedforskips

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MakeSureYouTargetCorrectly

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MakeSureYouTargetCorrectly
1. Make
sure
you
are
target
the
people
who
will
respond
best
to
your
content
and
are
your
poten?al
customers
2. Pay
a>en?on
before
which
videos
your
ad
is
playing
3. Exclude
bad
videos
and
focus
on
the
videos
that
bring
results
4. Op?mize
for
CPV
cost
5. Test,
Test,
Test

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MeasureResults
1. You
will
succeed
1x
for
every
4x
that
you
fail
2. Video
(just
like
content)
is
a
part
science/
part
luck
3. If
you
keep
at
it,
you
will
succeed
for
sure!