business video production in 2017 - sempdx engage
TRANSCRIPT
Phil Nottingham
Video strategy circa 2007
All social networks are now video platforms
NBED FRAGMENTED
ActiveBrowsing
PassiveBrowsing
Restricted Media Type
Fluid Media Type
On-Site
1 person A few people All leads Entire target market
Budg
et
Audience Size
1 person A few people All leads Entire target market
Budg
et
Audience Size
In-House
Agency
Start Small
Hire an in-house videographer
wistia.com/library/diy-office-video-studiowistia.com/library/down-and-dirty-lighting-kit
DJI Osmo
Ricoh Theta S
Script Writing Tips
1. Have a script2. No, really, have a script that you’ve actually prepared in advance3. Don’t let a technical copywriter write your script4. Fewer Words5. Consider context & interactivity in pre-production process6. Adjust it to the talent7. Get the talent to learn the script
S O M E O N E O N E V E R Y P A N E L I ’ V E E V E R D O N E
“How long should my video be?”
P H I L N O T T I N G H A M
“It depends…”
Vide
Vide
Goal Conversion Leads Awareness
Video Type Product/Explainer Educational Creative/Ad
Ideal Length <1 min 20 mins+ 1-3 mins
Interactive Element CTA Email Capture Social CRM
2 31
On-Site
1
On-Site
Video SEO still matters
Video Ranking Factors
1. Query2. Prominence of Video on the page3. Mobile friendliness (Speed, responsiveness etc…)4. Some highly elusive domain level shit5. Structured data (is it indexed?)
Ways of getting videos indexed
SCHEMA.ORG MARKUP VIA JSON-LD
In the <head> of the page
SCHEMA.ORG MARKUP VIA MICRO DATA
In the <body> of the page
VIDEO SITEMAP
via robots. txt
Ways of getting videos indexed
SCHEMA.ORG MARKUP VIA JSON-LD
In the <head> of the page
SCHEMA.ORG MARKUP VIA MICRO DATA
In the <body> of the page
VIDEO SITEMAP
via robots. txt
Awkward and time-consuming
Ways of getting videos indexed
SCHEMA.ORG MARKUP VIA JSON-LD
In the <head> of the page
SCHEMA.ORG MARKUP VIA MICRO DATA
In the <body> of the page
VIDEO SITEMAP
via robots. txt
Awkward and time-consuming
Unreliable and can affect page speed
Fast, reliable and unobtrusive
Captions via JSON-LD will be indexed
2
Video = Aural + Visual
YouTube = Aural + Visual
Clicks > Keywords
YouTube Suggested Video Traffic
Operation “Buzzfeed”
Title TextBody Level OneBody Level TwoBody Level Three
Body Level FourBody Level Five
Title TextBody Level OneBody Level TwoBody Level Three
Body Level FourBody Level Five
– P H I L N O T T I N G H A M
“Think of your thumbnails like movie posters”
Custom thumbnail = 35% increase in play rate
Test Before You Invest
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
4. Go and actually produce the videos which gain the most views
Use playlists to rank for terms you don’t have videos for
NBED DR Dre beats at screenshot
3
Facebook Video
=
Mobile Video
YouTube = Aural + Visual
Facebook = VISUAL + Aural
SNACKS!
CREATE GREAT CONTENT!!!
Make More, Smaller, Lower Quality Videos
Thank you!@philnottingham