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Top 10 Best Practices with Video in UX
J. SCHUH
WHY SHOULD YOU LISTEN TO ME?


          •   15 yrs experience
          •   10,000 hrs of producing
          •   Industry Leader
          •   Fortune 500 clients
U.S. INTERNET USERS
  WATCHED 34 BILLION
  VIDEOS IN MAY 2012
SOURCE: NewMedia TrendWatch November 2012
Top 10 Best Practices with Video in UX
GENERATION                          BORN *                        AGE
Baby Boomers’ 1946 – 1964                                         50 +
Generation X                    1965 – 1981                     30’s – 40’s
Generation Y                    1982 – 1999 20’s – 30’s
Generation Z                    2000 +                            12 -


*Experts differ on the start dates of Generation X , Y and Z.
YOUNGER GENERATIONS ARE THE

 FIRST TO ADOPT
            NEW TECHNOLOGIES
SOURCE: NewMedia TrendWatch November 2012
BOOMERS’ ADOPTION OF
       NEW TECHNOLOGY
DRIVES GROWTH
SOURCE: NewMedia TrendWatch November 2012
Video ads targeted to children ages 6          to 14 had the
highest video ad click through rate at 3.5%,
but the lowest rate of viewing to completion.
   SOURCE: NewMedia TrendWatch November 2012
Ads targeted at older users (35 +)
 had a 77.4% completion rate.
SOURCE: NewMedia TrendWatch November 2012
Top 10 Best Practices with Video in UX
“Storytelling is the most
powerful way to put ideas
  into the world today.”
       - Robert McKee
EVERY VIDEO SHOULD HAVE AN
INTRODUCTION, BODY AND
       CLOSING
SOURCE: http://www.youtube.com/watch?v=7xK9qv611sU
ENGAGE, EDUCATE, ENTERTAIN

SOURCE: http://www.youtube.com/watch?v=7xK9qv611sU
Top 10 Best Practices with Video in UX
REASONS PEOPLE SHARE

1.   Answers a question, or evokes an
     emotional response
2.   Hot topic
3.   It aligns with their idenity and how they
     want to be perceived
4.   Helps to maintain and grow relationships
REASONS PEOPLE DON’T SHARE

1.   Too much branding
2.   Toxic topic
3.   Depressing topic
4.   Sex, violence and profanity
Top 10 Best Practices with Video in UX
VIDEOS THAT PERFORM BEST
   CLOCK IN AT AROUND

   1 MINUTE
VIDEO IS USUALLY A COMPLEMENT TO,
NOT A SUBSTITUTE FOR,

CONTENT
MAKE SURE THE CONTENT OF THE
VIDEO CAN BE FOUND EASILY
SOMEWHERE ELSE
Top 10 Best Practices with Video in UX
WHAT’S A CODEC?


codec (n) short for compressor/
decompressor
HTML5 VIDEO CODECS


        • MP4 or H.264
        • Ogg/Theora
        • WebM
WHAT’S THE DIFFERENCE


•   Ease of encoding
•   Video quality
•   Compression size
•   Cost to use (FREE for Now)
Top 10 Best Practices with Video in UX
OVER
                        1 TRILLION VIEWS
                             IN 2011
• 72 HRS OF VIDEO UPLOADED
  EVERY MINUTE
• OVER 4 BILLION HRS WATCHED
  EACH MONTH
SOURCE: YOUTUBE.COM/PRESS_STATISTICS
TRAFFIC FROM MOBILE DEVICES
       TRIPLED IN 2011
  *YOUTUBE APP REMOVED FROM iPHONE 5
3 HRS OF VIDEO IS UPLOADED
  PER MINUTE TO YouTube
SOURCE: YOUTUBE.COM/PRESS_STATISTICS
Top 10 Best Practices with Video in UX
HOST = WEBSITE VIDEO + SEO

• CONTROL
• BETTER MEASUREMENT
• GENERATE DIRECT TRAFFIC

http://ajwood.com/
POST = SYNDICATION VIDEO + SEO


• LARGE AUDIENCE
• ORGANIC & UNIVERSAL SEARCH
• MULTIPLE SERPS (Search Engine
   Results Page)
http://www.youtube.com/ajwood2001
A.J. WOOD

                                     17,007
                                    SUBSCRIBERS

                                    1,831,608
                                    VIDEO VIEWS


http://www.youtube.com/ajwood2001
Top 10 Best Practices with Video in UX
THE BIG 3
500 YRS of YouTube video is
  watched every day on
        Facebook!
 SOURCE: YOUTUBE.COM/PRESS_STATISTICS
Top 10 Best Practices with Video in UX
CHECK ANALYTICS
                     •    WHERE DO VISITORS TO
                          YOUR VIDEO PAGES
                          ARRIVE FROM?

                     •    WHAT % OF TRAFFIC
                          COMES FROM SEARCH
                          ENGINES?
SOURCE: MARK ROBERTSON JUNE 2009
TEST SEARCHES



             DO YOUR VIDEOS APPEAR IN
             SEARCH ENGINES?
SOURCE: MARK ROBERTSON JUNE 2009
MONITOR BEHAVIOR

      WHAT % OF VISITORS ARE
      LINKING TO YOUR VIDEOS
      OR SHARING?
SOURCE: MARK ROBERTSON JUNE 2009
Top 10 Best Practices with Video in UX
STUDIES SHOW USERS
CAN GET VERY
ANNOYED WHEN
WEBSITES AUTOPLAY
VIDEOS




 “I hate it when they do that!”
 SOURCE: NORMALMODES.COM
1.    KNOW YOUR AUDIENCE
2.    TELL A STORY
3.    KEEP IT “REAL”
4.    KEEP IT SHORT
5.    COMPRESS IT
6.    PUT IT ON YouTube
7.    HOST AND POST
8.    SOCIALIZE
9.    MEASURE IT
10.   DON’T AUTOPLAY
Top 10 Best Practices with Video in UX

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Top 10 Best Practices with Video in UX

  • 3. WHY SHOULD YOU LISTEN TO ME? • 15 yrs experience • 10,000 hrs of producing • Industry Leader • Fortune 500 clients
  • 4. U.S. INTERNET USERS WATCHED 34 BILLION VIDEOS IN MAY 2012 SOURCE: NewMedia TrendWatch November 2012
  • 6. GENERATION BORN * AGE Baby Boomers’ 1946 – 1964 50 + Generation X 1965 – 1981 30’s – 40’s Generation Y 1982 – 1999 20’s – 30’s Generation Z 2000 + 12 - *Experts differ on the start dates of Generation X , Y and Z.
  • 7. YOUNGER GENERATIONS ARE THE FIRST TO ADOPT NEW TECHNOLOGIES SOURCE: NewMedia TrendWatch November 2012
  • 8. BOOMERS’ ADOPTION OF NEW TECHNOLOGY DRIVES GROWTH SOURCE: NewMedia TrendWatch November 2012
  • 9. Video ads targeted to children ages 6 to 14 had the highest video ad click through rate at 3.5%, but the lowest rate of viewing to completion. SOURCE: NewMedia TrendWatch November 2012
  • 10. Ads targeted at older users (35 +) had a 77.4% completion rate. SOURCE: NewMedia TrendWatch November 2012
  • 12. “Storytelling is the most powerful way to put ideas into the world today.” - Robert McKee
  • 13. EVERY VIDEO SHOULD HAVE AN INTRODUCTION, BODY AND CLOSING SOURCE: http://www.youtube.com/watch?v=7xK9qv611sU
  • 14. ENGAGE, EDUCATE, ENTERTAIN SOURCE: http://www.youtube.com/watch?v=7xK9qv611sU
  • 16. REASONS PEOPLE SHARE 1. Answers a question, or evokes an emotional response 2. Hot topic 3. It aligns with their idenity and how they want to be perceived 4. Helps to maintain and grow relationships
  • 17. REASONS PEOPLE DON’T SHARE 1. Too much branding 2. Toxic topic 3. Depressing topic 4. Sex, violence and profanity
  • 19. VIDEOS THAT PERFORM BEST CLOCK IN AT AROUND 1 MINUTE
  • 20. VIDEO IS USUALLY A COMPLEMENT TO, NOT A SUBSTITUTE FOR, CONTENT
  • 21. MAKE SURE THE CONTENT OF THE VIDEO CAN BE FOUND EASILY SOMEWHERE ELSE
  • 23. WHAT’S A CODEC? codec (n) short for compressor/ decompressor
  • 24. HTML5 VIDEO CODECS • MP4 or H.264 • Ogg/Theora • WebM
  • 25. WHAT’S THE DIFFERENCE • Ease of encoding • Video quality • Compression size • Cost to use (FREE for Now)
  • 27. OVER 1 TRILLION VIEWS IN 2011 • 72 HRS OF VIDEO UPLOADED EVERY MINUTE • OVER 4 BILLION HRS WATCHED EACH MONTH SOURCE: YOUTUBE.COM/PRESS_STATISTICS
  • 28. TRAFFIC FROM MOBILE DEVICES TRIPLED IN 2011 *YOUTUBE APP REMOVED FROM iPHONE 5
  • 29. 3 HRS OF VIDEO IS UPLOADED PER MINUTE TO YouTube SOURCE: YOUTUBE.COM/PRESS_STATISTICS
  • 31. HOST = WEBSITE VIDEO + SEO • CONTROL • BETTER MEASUREMENT • GENERATE DIRECT TRAFFIC http://ajwood.com/
  • 32. POST = SYNDICATION VIDEO + SEO • LARGE AUDIENCE • ORGANIC & UNIVERSAL SEARCH • MULTIPLE SERPS (Search Engine Results Page) http://www.youtube.com/ajwood2001
  • 33. A.J. WOOD 17,007 SUBSCRIBERS 1,831,608 VIDEO VIEWS http://www.youtube.com/ajwood2001
  • 36. 500 YRS of YouTube video is watched every day on Facebook! SOURCE: YOUTUBE.COM/PRESS_STATISTICS
  • 38. CHECK ANALYTICS • WHERE DO VISITORS TO YOUR VIDEO PAGES ARRIVE FROM? • WHAT % OF TRAFFIC COMES FROM SEARCH ENGINES? SOURCE: MARK ROBERTSON JUNE 2009
  • 39. TEST SEARCHES DO YOUR VIDEOS APPEAR IN SEARCH ENGINES? SOURCE: MARK ROBERTSON JUNE 2009
  • 40. MONITOR BEHAVIOR WHAT % OF VISITORS ARE LINKING TO YOUR VIDEOS OR SHARING? SOURCE: MARK ROBERTSON JUNE 2009
  • 42. STUDIES SHOW USERS CAN GET VERY ANNOYED WHEN WEBSITES AUTOPLAY VIDEOS “I hate it when they do that!” SOURCE: NORMALMODES.COM
  • 43. 1. KNOW YOUR AUDIENCE 2. TELL A STORY 3. KEEP IT “REAL” 4. KEEP IT SHORT 5. COMPRESS IT 6. PUT IT ON YouTube 7. HOST AND POST 8. SOCIALIZE 9. MEASURE IT 10. DON’T AUTOPLAY