10 ux video best practices
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TRANSCRIPT
J. SCHUH
• 15 yrs experience • 10,000 hrs of producing • Industry Leader • Fortune 500 clients
WHY SHOULD YOU LISTEN TO ME?
4 out of 5 INTERNET USERS
WATCH VIDEOS ONLINE
SOURCE: comscore (2009)
U.S. INTERNET USERS WATCHED 34 BILLION VIDEOS IN MAY 2012
SOURCE: NewMedia TrendWatch November 2012
ONLINE VIDEO IS LIKE TV
RIGHT?
BZZZZZZZZZ!
ONLINE VIDEO IS:
SOURCE: Tod Sacerdoti (2010)
• Targetable • Measurable • Real Time
You have a portable video production studio in your pocket.
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 -
GENERATION BORN * AGE
*Experts differ on the start dates of Generation X , Y and Z.
52% OF THE WORLD’S POPULATION
IS UNDER 30-YEARS-OLD
SOURCE: Census 2010
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
“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
Lynda.com acquires Video2brain with $103 million funding
SOURCE: thenextweb.com
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
MOST PEOPLE LIKE SEX
SOMETIMES THEY DON’T WANT PEOPLE TO KNOW HOW MUCH THEY LIKE IT
HOWEVER I THINK
REASONS WHY ONLINE VIDEO IS COMPELLING & PERSUASIVE
1. The Fusiform Facial Area makes us pay
attention to faces
2. Voice conveys rich information
3. Emotions are contagious
4. Movement grabs attention
SOURCE: Dr. Susan Weinschenk (theteamw.com)
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
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)
H265 - HEVC (High Efficiency Video Coding)
• Expected to be NEW video codec standard (half the bitrate)
• Mobile Device focused • 4K and 8K support • Requires new hardware • Mid-2014 before widespread use
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
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
http://www.youtube.com/ajwood2001
A.J. WOOD
17,007 SUBSCRIBERS
DEC 2012
19,201 SUBSCRIBERS
FEB 2013
http://www.youtube.com/ajwood2001
A.J. WOOD
1,998,204 VIDEO VIEWS
FEB 2013
1,831,608
VIDEO VIEWS DEC 2012
THE BIG 3
500 YRS of YouTube video is watched every day on
Facebook!
SOURCE: YOUTUBE.COM/PRESS_STATISTICS
SOURCE: SimplyMeasured
Vine users shared
113,897 videos Feb 9th & 10th 2013
SOURCE: LinkedIn Press Center
2 New Members / sec (172,800 Members / day)
SOURCE: kb.wisc.edu
Caption Your Videos To expand your audience and
increase SEO
SOURCE: kb.wisc.edu
Captioning Best Practices
1. Sync captions to the audio
2. Captions appear on screen long enough to
be read
3. Provide transcripts
4. DON’T Cut words or sound effects
SOURCE: kb.wisc.edu
Benefits of Captioning
1. Accessible to aurally impaired and non-
native speaking viewer
2. Allows sighted viewers to read in loud or
crowded spaces
3. Increased SEO (Search Engine Optimization)
4. Increase in watching the complete video
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
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