Tag Archives: video marketing

Video Search Engine Optimization

A while ago I gave a talk on video search engine optimization, or VSEO.  I never got around to putting it up here on the blog, so I thought, what the heck!  If you’ve ever wanted to learn how video can help your search rankings this isn’t a bad place to start.  I’ll be talking more about video at C.A.R. Expo in Anaheim in October and PubCon in Las Vegas in November.  I hope to see you at either one of these events.

Enjoy!

http://vimeo.com/moogaloop.swf?clip_id=11004726&server=vimeo.com&show_title=1&show_byline=1&show_portrait=0&color=00ADEF&fullscreen=1&autoplay=0&loop=0

Video Search Engine Optimization: VSEO FTW! from Morgan Brown on Vimeo.

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50% of YouTube Views Come in First 6 Days

Our friends at TubeMogul have an interesting graphic out today that shows that 50% of all YouTube video views occur within the first 6 days of publication.  That’s what happens when nearly 24 hours of new video are uploaded to the site every minute.  TubeMogul suggests that this means you should be uploading content on a regular basis – to always be resetting that cycle for your viewership.

But what about the other 50% of the traffic? And, which traffic is more valuable? The first 50% or the second 50%?  I think it depends.

If you’re a big brand like Toyota or the NBA then that early traffic is probably the most critical.  It’s your brand awareness, viral seeding moment where you get the widest reach and most momentum in any spreadability that’s going to occur around the content.  At SXSW a YouTube representative said that half of viral traffic for a video in the first 48 hours occurs as a result of the video being embeded.

But, if you’re a small business it might be that the last 50% – the long tail – of your video traffic is more important.  That’s because the second half represents people that had to work to find you. They were looking for you specifically or for information about a problem you’re solving.  And while the views are slow and steady it may be that they are the most engaged and higher converting views when compared to the “head” traffic.

Consider Google Adwords.  If you buy the top position in AdWords you certainly get the lion’s share of traffic. But that traffic is often less targeted and lower converting than positions 2-6.  Why? Because with more traffic comes more unqualified people.  But the people who actually read through the ads and find exactly what they’re looking for, while fewer in number, tend to convert at a much higher rate.

I believe that’s an appropriate paradigm to consider when looking at the “back half” of video views on YouTube – particularly for small businesses using video as a lead or customer acquisition tool.

What do you think?

via CHART OF THE DAY: The Half-Life Of A YouTube Video Is 6 Days.

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YouTube enables real-time feedback

Image representing Google Moderator as depicte...

Image via CrunchBase

YouTube continues to evolve, today announcing the ability to add Google Moderator to your YouTube Channel.  This new feature will let you collect feedback from your YouTube audience while giving them tools to submit ideas and vote the best ones to the top.

From the YouTube blog:

YouTube is about starting a conversation. Every day, hundreds of millions of videos spark dialogues on everything from the future of the African continent, to what should be done about the oil spill, to the best slam dunk of all time. But until now, it’s been difficult to harness those free-flowing discussions.

That’s why, starting today, we’ve integrated the ability to use Google Moderator into every single YouTube channel.

There are a few channels that are using it already as part of the launch, including how-to video creator Howcast.

You can see Howcast’s YouTube channel here and video that accompanies the new moderator feature at the bottom of the post.

If you’re marketing on YouTube this promises to be a powerful way to solicit feedback from your customers and help test and drive new product and service offerings.  This could make YouTube a very powerful customer research and engagement asset for companies looking to make customers more connected and engaged with their brand.

A few ideas:

  • Ask for feedback on how to improve a product
  • Ask what type of support and training materials your customers need
  • Ask for feedback on prototypes or new initiatives

What do you think? How would you use this for your business?

Howcast’s video:

via: YouTube Blog: Google Moderator on YouTube enables real-time feedback from your audience.

Read more:

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Twitter – The Web’s TV Guide?

Is Twitter the Web’s TV guide? A recent study from TubeMogul suggests that we’re taking video links seriously in our Twitter feeds. MediaPost reports:

A curious bit of data emerged from yesterday’s study of Q1 2010 video metrics from Brightcove and TubeMogul. Twitter referrals to videos on every major category of destination resulted in longer viewing times than any other traffic source.

This is the battle that Twitter and Facebook are waging against Google.  They’re betting that the information surfaced by our friends, including video, is more valuable to us than machine-returned results.

And while Google still drives the lion’s share of the eyeballs, a more engaged eyeball is a more valuable one.  As online video advertising grows, the audiences that engage are the ones that will monetize.  The fight for the dollars in online video will only intensify as the online video market surges from $1.4 billion to $5.2 billion by 2014.

online video advertising growth graph

As brands and businesses try to figure out online video will they go for the mass of views or the engaged viewers that are highly targeted? Only time will tell.

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My Talk on Video Search Engine Optimization

Vanessa Zamora interviews me at Pubcon Dallas

Vanessa Zamora interviews me at Pubcon Dallas

I’m a bit tardy in getting this up, but last month I had the opportunity to speak at Pubcon Dallas on the topic of video search engine optimization.  While video is a hot topic, many don’t realize how important it can be for successful SEO.  In this talk I cover:

  • the three main ways to make video work for your search engine optimization program
  • stats about the online video opportunity when it comes to search
  • best practices on how to make video search engine optimization work for you business

You can learn more about VSEO from my post on video search engine optimization on the TurnHere blog and in this interview at Pubcon. My favorite site for video search optimization information is ReelSEO.com.

Video:

http://vimeo.com/moogaloop.swf?clip_id=11004726&server=vimeo.com&show_title=1&show_byline=1&show_portrait=0&color=&fullscreen=1

Video Search Engine Optimization: VSEO FTW! from Morgan Brown on Vimeo.

Slides:

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