Best practices for a video strategy.

1. Videos – a strategic
approach
Catherine Elder
2015
Read more on marketing, communications & digital on my blog
http://bestwebsiteandcommunicationpractices.blogspot.com/

2. Objective of this document
 Create a standardized approach to videos with
goals to:
◦ Create lead generation opportunities
◦ Promote and explain services
 Highlight value proposition
◦ Promote subject matter experts and expertise
 Increase page views for thought leadership content under (to
build overall awareness of SME)
◦ Improve email
 open rates and click through rates - with engaging subject lines
and headings
2
76% of B2B marketers use video as a content marketing tactics
Source: Video Marketing Tips, Trends, Strategy & Best Practices
http://www.reelseo.com/video/marketing/#ixzz3qSwx2taW
eContent 2015 Sourcebook, According to a report by MarketingProfs and the CMI

3. Steps
 Set your objectives with measurable
goals
 Define your audience
 Outline your key messaging
 Determine if a video will meet your
goals and can be measured
 Outline all the ways you could use the
video or segments of it
3

4. Video types/purpose
 Lead generation – if content is
seen as valuable people will
complete a form to view it (can
be thought leadership and
webinars)
 Campaign videos (topic
based thought leadership) –
use for lead gen, can be
recorded webinars
 Product launches
◦ Explainer videos
 Product demos (of services
and/or technology)
 How to guides &
informational
 Breaking news (live stream)
 Advertisements
4
• Emails that include video
generate 55% increase in
click through rates.
• 83% of those companies
surveyed are using video content
for website marketing, with
another 50% incorporating video
content in their email
marketing campaigns.
• Videos are shared 1200%
more than links and text
combined in social media.
• Pages with video are 53x
more likely to rank on the first
page of Google search results.Source: Video Marketing Tips, Trends, Strategy & Best Practices http://www.reelseo.com/video/marketing/#ixzz3qSwx2taW
eContent 2015 Sourcebook, According to a report by MarketingProfs and the CMI
http://adage.com/article/digitalnext/optimal-length-video-content/299386/

5. Format best practices
 Length
◦ Demo – 30 seconds to 3 minutes
◦ Subject matter expertise/topic based – 2
to 30 minutes
◦ Promo in social media – 9 seconds to 2
minutes
◦ Advertisements – 9 seconds to 30
seconds
 Format type (YouTube & most website
supports)
◦ .MPEG4
 Size
◦ 16x9 or 4x3
 Accessibility
◦ Captioning and/or transcripts need to be
provided (YouTube can do transcripts,
although it may not be completely
accurate)
 Videos that aren’t performing well should be
considered for removal from channel/website
as can be detrimental overall to brand
5
Source: Video Marketing Tips, Trends, Strategy & Best Practices http://www.reelseo.com/video/marketing/#ixzz3qSwx2taW
eContent 2015 Sourcebook, According to a report by MarketingProfs and the CMI
http://adage.com/article/digitalnext/optimal-length-video-content/299386/
•50% of YouTube views are
from a mobile device and is
expected to grow to 72% by
2019
•Life of video on an app is less
than 24 hours

6. Best practices
 Engage people to view it
◦ Create specific content based on audience needs and the
platform they use
◦ Have a multi-platform video strategy (use the same video or
portions of it in multiple channels as applicable)
 Leverage events to capitalize on the “buzz” to boost
viewership and release well before event day
◦ provide content relevant to an event, holiday, major activity to
capitalize on search results
 Have an engaging title that highlights the value of the video
 Have a strong description and tags utilizing keywords
 Use a customized thumbnail for web page, email, social and
ads
 Video cover page – branded, static (avoid open
mouths/awkward poses)
 Video closing page – branded, include website and social
references and contact information; and have a strong call to
action
6

7. Video promotion
 Can be promoted
◦ On website with banner and promo
◦ In social media
 Video can be incorporate into several social
channels (as appropriate) and can include demos
and learning segments (between 9 seconds and 2
minutes)
◦ News release depending on topic/content
◦ Email – include thumbnail, use “video” in
subject line, CTA: Watch now
◦ Advertisements (if value add content, not
sales)
7
(source: The hero’s guide to video marketing by Brightcove)

8. Video ads
 Define your audience and define where you will use this video
before creating the video
 Get to the point quickly - The first five seconds will make or
break the success of your video ads.
 Expand your video ad with a voiceover that could be a stand-
alone radio ad.
 Keep it short and simple - Ads that perform well are typically no
longer than 30 seconds, which is just under the maximum time
most people will pay attention before skipping to the content they
wanted.
 AdWords for video allows you to display ads both on YouTube
and partner sites (Display Network).
 In Google AdWords you can test
◦ YouTube and display placements
◦ different components of your video
◦ several audiences
8
http://www.entrepreneur.com/article/238977
http://www.entrepreneur.com/article/238977

9. Video process
 Post videos on YouTube in your company channel.
◦ Specify if it should be public or private
◦ Consider how you are going to manage French – if it is
being translated or referenced
◦ Accessibility: YT automatically generates a transcript but it
may not be accurate so you should review it; in some
instances you may want to add captioning
 Links are embedded on your company web page
 If it is to be used for lead generation then a form and
landing page need to be created
 SEO
◦ Have a catchy title utilizing keywords
◦ Include tags and a description that uses keywords
 Indicate how this asset is going to be promoted to drive
traffic to it
9

10. Best practices
 Just posting isn’t enough, you need to
engage people to view it
◦ Upload specific content based on
audience needs and the platform they
use; can have a multi-platform video
strategy
 Know which platform works best for
type of branded content you’re offering
(e.g. YouTube, Facebook, Vine etc.)
 Collaborate with influencers, people
with large audiences, to gain more
exposure 10

11. YouTube - Mobile
 50% of YouTube views are from a mobile
device and is expected to grow to 72% by
2019
 1bn monthly active users who generate
billions of views daily
 Tracks usage in hours
 Vertical video ads have up to 9x more
completed videos (attributed to smartphone
viewing)
◦ Therefore sites using video need to be
responsive designed
 The audience and device needs to be
considered when creating and publishing the
11

12. Video - Facebook
 8bn daily video views
 500 m people watch videos every day on its site and
apps
 Smartphone and desktop users
 Tracks usage if video plays for 3 seconds or longer (and
videos are auto play)
◦ Facebook videos auto play without sound – incorporate
text so viewer opts in to the sound and continues watching
◦ Facebook for ads they charge after 3 seconds
 Links to YT, vimeo etc. don’t auto play
 FB business page can use Call-to-action feature to
drive users to watch a showcase video
 “Over the next few years, video is going to be some of
the most engaging content online,” Mr Zuckerberg told
analysts on Wednesday. Source Financial Times
12
http://www.ft.com/cms/s/0/a48ca1fc-84e7-11e5-8095-
ed1a37d1e096.html#axzz3r0iyZQtg

13. Apps
 Vimeo
◦ 20 million users
◦ Basic is free, Plus $69.95/yr; Pro $219/yr
◦ Wide range of devices
 https://vine.co/
◦ Looping video app - watch, create, and share short looping videos – anytime, anywhere.
◦ iOS, Android, and Windows phone
◦ Connects with Twitter
 Snapchat.com
◦ Messaging app, 6bn video viewed /day; 100m daily active users of Snapchat; Audience entirely smartphone users
◦ Charges for video ad even if played for fraction of second; Just launched new ad format “sponsored lenses” – allows marketers to add digital
stickers to users’ video messages to promote their products
 https://www.periscope.tv/
◦ Live video posting app
 http://meerkatapp.co/; http://meerkatstreams.com/
◦ Live stream video - from your phone to all of your Twitter followers at once. Press 'Stream', and instantly your live video stream shows up in your
follower's Twitter feeds. When your followers have the app, they will also get pushed notified with your live stream, watch, comment and interact
with it using the app.
 http://www.maadly.com/
◦ people should be able to broadcast snippets of their lives and who they are with everyone, without being restricted by pre-existing social networks.
Any text, photo, or video a user broadcasts goes out randomly on the app based on their karma score, no following or friending required.
 https://instagram.com/
◦ a community of more than 300 million
◦ Snap a photo with your mobile phone, then choose a filter to transform the image into a memory to keep around forever.
◦ you can share your photos on a photo-by-photo basis on Flickr, Facebook, and Twitter. Additionally, if you specify a location with your photo, you
can opt to have us check you in on Foursquare.
13
Life of video on an
app is less than 24
hours
http://www.ft.com/cms/s/0/a48ca1fc-84e7-11e5-8095-
ed1a37d1e096.html#axzz3r0iyZQtg

14. Some statistics
 76% of B2B marketers use video as a content marketing tactics
 73% of respondents believe that video positively impacts marketing
results and ROI.
 83% of those companies surveyed are using video content for
website marketing, with another 50% incorporating video content in
their email marketing campaigns.
 Consumers are turning to YouTube as part of the buying process
with 1 in 4 using the site for advice, inspiration, or to search for
product reviews.
 26% of shoppers confirm that they use online video for gift ideas,
and 64% those looking to purchase new tech will watch video
content about the electronic product as part of the purchase cycle.
 52 percent of consumers say that watching product videos makes
them more confident in online purchase decisions.
 Video is now a critical part of a consumer’s digital experience,
providing a compelling experience that gets their attention and which
now is an essential part of buying decisions.
14
http://www.reelseo.com/video/marketing/
Source: Video Marketing Tips, Trends, Strategy & Best Practices http://www.reelseo.com/video/marketing/#ixzz3qSx0ED53
eContent 2015 Sourcebook, According to a report by MarketingProfs and the CMI
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