Tag Archives: web video

Celebs Make the Jump to Online Video

Adam Corolla for Klondike

Celebrities are more and more appearing in online video. Advertisers who are seeing the success of video campaigns on YouTube and around the Web are turning to known quantities to connect with customers and inspire action.  These celebrities are slowly displacing Web-celebs like iJustine and other paid Web-based pitchmen now that the medium is proven and effective.

While I believe that Web-celebs will continue to get commissioned endorsement work-after all, they create a much different type of brand interaction-celebrities will more and more become a fixture in online video.

via Advertising – Known Faces Displace Amateurs in Online Videos – NYTimes.com:

Online video, in its initial phases, was populated mostly by unknowns because many stars were reluctant to lend their prestige to an untried medium. Now, though, the ability of celebrities to cut through the clutter means that familiar actors, athletes, comedians, models and singers are being cast for webisodes.

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Facebook 5th Largest Video Site

Image representing Facebook as depicted in Cru...

Image via CrunchBase

Techcrunch reports today that Facebook has quietly become the 5th largest online video destination on the Web, tripling its video views over the past year.  Facebook has always been an important video destination in my opinion, because video is a powerful social object that can be extremely effective in social media optimization (SMO).  In fact, some spot data analysis I’ve done on my own news items shows that video posts to Facebook on average  receive more comments and likes than text and photo posts to the stream.

Couple the huge user base with a growing affinity for video content and video’s affinity for EdgeRank and there is no reason to think that Facebook will go anywhere but up when it comes to its importance as a video sharing and viewing site.

From Techcrunch:

Facebook is climbing the rankings fast enough: comScore pegged its number of unique U.S. viewers at 13.3 million in April last year, so that means its viewership more than tripled in a year, according to the audience measurement firm.

Thus, Facebook has quietly nestled itself in the number 5 spot, just behind Yahoo Sites, Fox Interactive Media and Vevo. According to comScore, Facebook videos currently draw a bigger audience than known names like Microsoft, CBS, Hulu and Viacom.

via And Now For Facebook’s Next Trick: Video.

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Vimeo Introduces New Online Video Awards Show

Vimeo AwardsVimeo is announcing its first online video awards show this October in New York City.  Vimeo has always been supportive of independent filmmakers (with their offline meetups, etc.) and has done a great job at creating a site that showcases their work in a visually stunning way.

If you get a chance check out the awards and if you know a filmmaker have them submit their entry here.

From Vimeo:

“The Vimeo Festival & Awards is an acknowledgement of–and showcase for– the unprecedented level of creativity, skill and innovation coming from online video today,” said Dae Mellencamp, Vimeo’s General Manager. “We believe that the awards will not only honor the best work but, by pairing it with a festival, will also bring creative online communities together to learn from and be inspired by each other.”

via Ramon Nuez: Vimeo Festival and Awards To Recognize The Best Video’s.

This new awards show is also an interesting new promotional outlet for online video producers in the wake of the debacle that was the Streamy award show this year.

Read more:

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As if there was a question about being on YouTube…

This graph should answer it.  If you’re producing video content you should be on YouTube, plain and simple.

Video views by web property

Some other video stats:

  • Total views for the month: 30.3 billion
  • 83.5% of the Internet audience watched a video online

via YouTube Dominates Online Video Views – Bits Blog – NYTimes.com.

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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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Small business video marketing – using a call to action

video call to action

I recently had the opportunity to write a guest column about online video marketing over at ReelSEO, and I focused on the importance of including a call to action in your video to encourage viewers to take action after watching.   Whether it’s subscribing to your YouTube channel, sharing the video with a friend, visiting a website or your store; a call to action is critical to creating measurable ROI for your video marketing program.

Here’s an excerpt of HOW TO: Create a Call to Action in Small Business Video, read the rest over at ReelSEO:

A video without a strong CTA is a missed opportunity for a small business looking to create new business from their video marketing. This is an important difference between video marketing for big brands and video marketing for small businesses. A large brand can post a video and use “softer” measures of success such as reach, brand recall, and impressions, but small businesses have limited budgets and success is measured in terms of ringing the cash register.

Image via ReelSEO.

Disclosure: I work for TurnHere. We make and promote video for small businesses.

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Google loves video – set to launch WebM Project

Image representing YouTube as depicted in Crun...
Image via CrunchBase

Dan Rayburn reports that Google is making a major announcement tomorrow around the open-sourcing of its VP8 video codec.  This is a big deal because if Google throws its considerable weight behind an opensource VP8 codec and HTML 5 it could be another serious blow to Adobe Flash as the developers’ video delivery platform of choice.

From Google’s New Video Platform Called The “WebM Project”

Between all the details that are starting to come out about Google’s announcement tomorrow, it’s clear that Google’s going to be doing a lot more than just open-sourcing the VP8 video codec. And if the rumors I heard from earlier today are true, and Google does in fact have or will have hardware support for VP8, then their announcement is going to be a really big deal.

Google is serious about video. Tomorrow’s announcement comes on the heels of YouTube’s 5th birthday where YouTube product manager, Hunter Walk, predicted the end of “online video” and the rise of ubiquitous high-quality video across any screen – streamed through just one channel, yours.

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Welcome to the YouTube Generation

YouTube 5 Year channel

YouTube turned 5 on Sunday and announced some mind-blowing stats about the service:

The YouTube era is here in full force.  It took the big 3 networks decades to build up their prime time viewership and billions of dollars in expensive show production, talent and other costs.  YouTube did it in 5 years on the back of mostly free content willingly uploaded by ordinary people.

Staggering.

From Wired:

America’s Funniest Home Videos may have pioneered the YouTube concept, but as the site reaches the five-year mark, its audience size is no laughing matter. YouTube’s viewership now exceeds that of all three networks combined during their “primetime” evening time slot, with over two billion views per day, Google announced on Sunday.

Granted, YouTube’s numbers come from worldwide views, while ABC, CBS and NBC broadcast their primetime channels within the United States. But this is a significant milestone nonetheless, and hints at an eventual tipping point when the internet could become the world’s dominant video delivery system, Mark Cuban’s predictions aside.

To commemorate they’ve made a quick video showing some of the highlights over the last 5 years.

Image via Social Times.  Read more at the Social Times: YouTube Exceeds 2 Billion Daily Views And Celebrates 5 Years.

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The Online Video Business Equation

Image representing Brightcove as depicted in C...

Image via CrunchBase

I love this online video monetization formula from the Brightcove blog:

More Content + More Places = More Audience
More Audience + Right Experience = More Money

It’s simple on purpose but also holds a lot of questions that need further thinking. For example “more audience,” what type of audience? More of who? When is enough is enough? If you’re a local pizza place is your “more” the 15,000 people who eat pizza in your zip code or is it millions of views on YouTube? Is it both?

I think you can answer each of the 4 elements (content, places, audience, experience) with the following questions to help drive this strategy further:

  • What do my customers (potential customers) want to see?
  • Where are they most likely to watch it?
  • Who is my audience I’m trying to reach?
  • How do I create an experience that creates value for us both?
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Stop Praying for Viral Video

Beyond Viral book by Kevin Nalts McNalty

If you work in the online video space for more than 30-seconds you’re bound to get asked this question, “How do I make a viral video?”  Spend more than 30 days in the industry and you’ll feel like Brett Wilson, CEO of TubeMogul feels about the phrase viral video:

There are a few buzzwords that irk me. First is “viral video.” A viral video is a rare and beautiful thing, but we know that only about .33 percent of videos on YouTube have over a million views, and there are a lot that are effective that have far fewer views (53 percent of videos on YouTube have less than 500 views). People throw around this term carelessly to describe any video made for the web. Let’s just use the term web video. I was cheering when Rob Davis from Ogilvy said the same thing on stage this week at the Brightcove Video Monetization Summit in NY.

He’s not the only one.  Kevin “Nalts” McNalty is currently writing a book on online video called, appropriately, Beyond Viral, which we hope comes out sooner than later.

And to add two more to the growing crowd of those with a distaste for the words viral video, check out Mike Arauz’s presentation (slides + audio) from SXSW ’10, Web Video Thunderdome, where he lobbies instead for the term “spreadable” or “shareable” videos.

Oh, and of course you can add one more name to the petition to stop praying for viral video – me.

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