Phil's talk from BrightonSEO 2016 on how to optimize video across YouTube, Facebook, Instagram, Snapchat and Live Streaming platforms

1. Hello

2. Video strategy circa 2009

4. All social networks are
now video platforms

6. Video
≠
A Strategy≠

7. Aspect Ratio
Silent Autoplay?
Supporting Metadata
Thumbnails
Walled garden?
In-stream mobile playback?

8. Active
Browsing
Passive
Browsing
Restricted Media Type
Fluid Media Type

9. QUESTION I USED TO GET ALL THE TIME
“Where should I host my video?”

10. Platform First

11. Platform
First
1. Work out where your target market are active
2. Choose the platforms to focus on
3. Create content for the platform

14. Agenda
1. YouTube
2. Facebook
3. Instagram
4. Twitter
5. Periscope
6. SnapChat

15. 1

17. Video = Aural + Visual

18. YouTube = Aural+ Visual

20. Clicks > Keywords

22. “YouTube Suggested” Video Traffic
Operation “Buzzfeed”

23. Title Text
Body Level One
Body Level Two
Body Level Three
Body Level Four

25. –KIEL DEVALERA
“Think of your thumbnails like film posters”

27. Test Before You Invest

28. Lean Testing for YouTube
1. Upload some generic video content on a dummy account
2. Change titles, description and thumbnail to match
proposed creative
3. See how many views you get from search and suggested
videos in the first few days

30. Use playlists to rank for terms
you don’t have videos for

31. NBED DR Dre beats at
screenshot

32. 2

35. Facebook Video
=
Mobile Video

38. YouTube = Aural+ Visual

39. Facebook = VISUAL+ Aural

44. Emotional State Change

46. PAY TO PLAY = PAY TO GET ON
THE WAITING LIST

47. Organic Potential

48. Paid Distribution

50. 3

51. Video? Image Sequence? Gif?

53. TL:DW

55. NBED EXAMPLE FROM
JENNY’S POST

56. Tag all of the hashes

58. 4

59. Active
Browsing
Passive
Browsing
Restricted Media Type
Fluid Media Type

62. 0
10
20
30
40
50
Start
0 - 10%
10 - 20%
20 - 30%
30 - 40%
40 - 50%
50 - 60%
60 - 70%
70 - 80%
80 - 90%
90 -100%
End
2.3x
4.5x
Turnstile Conversion Rate by Location

63. 5

67. “Privileged View”

68. Should you Periscope?
•Exclusive event?
•Interesting manufacturing process?
•Exciting physical spaces?
•Iconoclastic people?

69. 6

71. Ephemeral

75. 1 - to - 1 Communication

77. NBED FRAGMENTED

80. More, Smaller,
Lower Quality Videos

81. Thanks!
Please feel free to follow
me on any/all of the social
networks I talked about.